WoW Woman in Tech I Sadio Diarra, copywriter, digital marketer and entrepreneur
Sadio Diarra is passionate about digital marketing and writing. Her goal is to help growing tech companies with B2B copywriting. As a bilingual copywriter, she likes human psychology and problem-solving. She is also fond of traveling and foreign languages. She speaks three languages fluently. After finishing her studies in international business, she worked for Prisma Media and managed big events such as the Cannes Film Festival and the royal wedding of Kate & William. She had been working as a teacher and she decided to change careers.
Sadio founded Sad & Com in 2020 and found her first international customers online (in England, Canada, France, and the U.S.). She helps foreign tech companies enter the French market.
She started working with B2C entrepreneurs, and then discovered the B2B world, in addition to tech companies. Her company supports female tech founders, especially in France, where there are still not many female role models in science and tech. Sadio wants businesswomen to succeed throughout the world in order to end poverty.
Tell a little bit about your background and your projects so far.
I’m an entrepreneur living near Paris, France. My parents came to France from Mali and they have been living here for more than 40 years. Thanks to them, I have learned different languages and other cultures.
During my studies, I had one goal: to work in an international environment, either in France or abroad. I was fascinated by business, so I focused on that in school and I graduated from Nanterre University. After that, I discovered digital marketing while working at Prisma Media group, where I was able to work with celebrities and journalists. My background enabled me to teach English before creating my own company Sad & Com. I’m also an English supervisor at the British Council. I wanted to work with emerging companies that have strong values and I started doing copywriting for entrepreneurs and scale-ups.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
I got into the industry when I met my first customers. I have been working with tech companies and it’s something I’m very passionate about. However, we are faced with some challenges because there is a lack of inclusion. Most startups are made up of men and French women are a minority. Black women have begun creating startups, but they also face some challenges. The trend is changing, but women struggle more often in this industry. The biggest obstacle is finding customers who support female empowerment.
How long did it take you to get to where you are now? What was the biggest obstacle?
It takes a lot of time because I didn’t find my niche early on. The French tech industry is not diverse and when your family is not in this environment, you’re lost. When you’re from a business school, more opportunities are available to you. I started creating inbound marketing through social media and I started getting customers. It’s not easy, but being organized helps you to attain your goals.
What are the challenges of being in the industry you’re in?
The pandemic had a huge impact on French tech companies, so cash flow is a big challenge for many of them. Consequently, some CEOs can no longer invest in sales and marketing. Furthermore, the copywriting industry is relatively new in France, so we need to educate people on the topic. If they understand the importance of copywriting, they trust us more easily.
What are your biggest achievements to date?
I am very delighted to work with ambitious entrepreneurs, especially women who desire to achieve their dreams. They want to get a balanced life and take care of their children. One month ago, a client of mine thanked me because she found qualified customers and her calendar was booked for several weeks. She started her business in 2022. If you work hard you'll get excellent results.
Moreover, my biggest achievements are my children. They give me strength and inspire me every day. This powerful reason helps me go after new goals. Most of my clients are parents and have chosen another way of working. Consequently, I know that entrepreneurial life is affected by mental health issues and burnout. That’s a good reason to assist them with B2B content marketing, in order to get more leads and higher revenue.
What projects are you currently working on?
By 2023, I desire to launch my own podcast about female empowerment in the SaaS industry. This project is very important to me because we can’t hear enough women’s voices online. If you’re interested in an interview let’s connect!
Is the #WomenInTech movement important to you and if so, why?
The #WomenInTech movement fosters female success and leadership. We need to promote diversity and innovation worldwide to encourage brilliant women to overcome their impostor syndrome. I am so thrilled to join the WoW community.
What will be the key trends in your industry in the next five years and where do you see them heading?
Personal branding will be the key to getting more opportunities. CEOs should take time to review this point if they want to attract customers or talent. Furthermore, it’s important to define a strategy to increase demand. If you’re a business owner, try to create your own media content. Employee advocacy is a brilliant idea to create ambassadors within your company. So don’t worry about naysayers or the competition. Customers will connect with you thanks to your personality and your values. Digital marketing is essential for your business development.
Finally, AI is becoming more and more popular and some companies prefer using this tool for content creation. It’s an opportunity to improve our research. I’m not afraid because people instinctively look for creativity and authenticity. AI can’t replace our emotions and human values.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Loneliness is very dangerous for a business owner, so don’t hesitate to meet with people to get inspired. Take care of yourself, invest in books, and take online courses about business strategy.
In my mind, tech companies want to be assisted. They want us to solve their problems. Most CEOs don’t have time to rest and have busy schedules. You should react as a partner who helps business owners. If you don’t have human values, you won’t succeed in this industry.
Lastly, join the WoW movement if you’re ready to grow and join an international network.
If you want to share your story with us and be featured on our WoW Women blog, get in touch.
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.