Posts Tagged 'internet marketing'

Easy Ideas for Marketing Your Service Business

marketing-strategies-globe2 A lot of small services businesses struggle with marketing and acquiring new customers.  If that sounds like you, then below are a few tips to try out:

– Find local industry events or meetups that you can participate in and network with other professionals in your area of expertise. You may be able to pick up projects and establish a local reputation that way.

– Sign up for speaking opportunities at relevant local  events, meetups, and conferences. Your presentation shouldn’t be a sales pitch, but an “expert” presentation that establishes you as the go-to person in your area of focus and then include a brief sales followup to those that are interested in learning more.

– how does your website rank in organic Google search results? Write content for your website that is geared to pulling in traffic from people who are looking for folks like you – identify the long-tail keywords, and write a page for your site for each such keyword (without keyword stuffing or other black-hat stuff).

– Use LinkedIn: participate in relevant LinkedIn groups, connect to the people you already know in your field & that will give you access to other prospects also. Post updates about your company (customer case study or testimonial, info about your services, etc), keeping it “real” not spammy.

– Do you do any email marketing? You should be collecting emails on your website (offer a white paper or other information in return for their email address & use a double-opt-in form). Then have a regular customer newsletter.

– Get written up in some articles in your industry: write a press release on a newsworthy event about your company (eg, a new offering, etc), submit it through a press release site like PRWeb, and then reach out individually to journalists and bloggers in your industry – you can usually find contact information online. Just look for recent articles related to your space then reach out to those same folks. Focus on the respected publications, blogs and sites in your industry.

These are just a few ideas that can be useful for small service businesses.  If you’re looking for some more specific ideas for your business, then check out our marketing coaching services at http://www.kazooassociates.com/coaching.php

Happy Marketing!

Some Recent Software Marketing Articles

Here’s a quick summary of a few recent articles and blog posts worth reading, covering topics from influencing the B2B buy cycle, SaaS sales compensation, and what works in online marketing:

Selling B2B software? Even if you sell to the enterprise, the fact is that B2B purchasers gather a lot of their initial research on potential solutions online. That’s why having an internet marketing strategy (inbound marketing) is so key. Take a look at this recent article on ChiefMarketer.com about “Adjusting to the Web-Influenced Buy Cycle.”

If you’re moving to an enterprise SaaS model, then how to update your sales compensation plan might be on your mind. In that case, this recent blog post by Joel York at Chaotic Flow on “SaaS Sales Compensation Made Easy” may come in handy. Just remember that for SaaS you really need to focus on keeping customer acquisition costs (including costly sales comp) as low as possible – only use direct sales force when you really need it.

You can check out this recent survey by Go-to-Market Strategies on what worked & what didn’t in online marketing in 2009, in their report “Online Marketing Trends: What Worked in 2009 and What to Expect in 2010”. They found the best bets were email marketing and optimized websites, followed by social media tools.

How to Make Sense of Web Analytics

web analytics, marketing data, charts
If you’re wondering how to make more effective use of web analytics data (aren’t we all?), then this upcoming free webinar looks like it could be a useful one to check out.

Avinash Kaushik is presenting on “Actionable Web Analytics: Five Tips for Insightful Analysis”. In today’s tough economic climate it is not the lack of data on the web that is a problem, it is our ability to make sense of it all that is the challenge. In this deeply practical webinar Avinash shares his favorite tips for taking reams of data from your website and finding the nuggets of actionable insights in it. Bounce rates, segmentation, pan-session behavior analysis, key non-ecommerce success metrics and more strategies will be covered. You’ll walk away knowing how to improve marketing efficiency, drive insights into consumer behavior, and generate greater returns on your online investments.

Avinash Kaushik is the Analytics Evangelist for Google, and has published a couple of books on web analytics. It looks to be a worthwhile webinar, so check it out.

What are the Best Digital Marketing Activities for Software Companies?

marketing-onlineThe Question of the Week over at Software-Marketing-Advisor.com is about identifying the best digital marketing activities that could be adopted for software enterprises.

It’s a good question, even though a very general one, because there are many web software marketing options available for software companies, and most are very affordable choices especially for smaller software firms and those that sell primarily online.

I also find that many software companies just don’t make the most of their web software marketing efforts. The most important thing to remember is that having a website is no guarantee that your target customers will find you… it is too easy to get lost as just one of the hundreds of millions of sites out there. Your website needs a marketing plan, just as any brick-and-mortar business does too.

First, think about your target customer. Where do they go online to find information about the problem your software product or service is addressing? That is where your digital marketing efforts should focus:

  • the search engines (Google is by far the most important),
  • relevant online forums and blogs,
  • relevant directories,
  • industry websites, etc.

So, getting your website visible in those places is your goal. Make a list of the most important sites where you would like your website to be highlighted.

In general, these are my main recommended areas to focus on for internet marketing of software products and solutions:

  1. SEO – make sure you’re following proper use of keywords, meta tags, and building inbound links to your website.
  2. Blog – you should have a blog on your website that is updated regularly, and participate in other blog discussions and comments.
  3. Participate in forums & discussion groups, including links to your website where appropriate (don’t spam!)
  4. Write articles and publish white papers online
  5. Issue online press releases
  6. Advertising: PPC or online classified advertising relevant to your niche.
  7. Webinars and virtual trade shows
  8. Get listed in directories – both general ones, and online software directories relevant to your niche
  9. Newsletter & email marketing (always opt-in)

You can find more detail in this article on building your web software marketing plan.


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