Tom Levers

Mobile Apps and the Contrariness of a Serial Software Company Guy

Some contrarian takeaways…

  • Only 28% of the most successful public software companies reached $50 million in annual sales in 6 years or less.
  • 50% of these companies took 9 or more years to reach $50m in revenue.
  • Microsoft took 8 years to reach $50 million in sales; Oracle took 10.
  • “Traditional consumer PC software is dead.” Apparently, the only question mark is how long it will take for customers and vendors to realize.
  • Mobile phone applications “will be as big if not bigger than Cloud Applications”

Consider the still burgeoning world of mobile apps.

One reason there is even more Mobile App growth potential is it can be a Marketing Tactic. You could compare Mobile App development more to Website development  with new Social Networks like Twitter or Facebook rather  than Application Development. There is the front-end (Gui with Marketing Objective) and the back-end ( functionality with Value Proposition).

How to build and distribute an app for marketing is very different than simply asserting that an app is a good idea. Brand building is first and very different than traditional App development. Developing a strategy for executing app distribution around the right demographic breakdown of smartphone users IE. iPhone (Consumer), Droid (???), Blackberry (B2B) does not happen by accident.

When to use a mobile Web microsite vs an app is important. Knowing when a more easily produced and developmentally sound hybrid app is the best approach to achieve marketing objectives requires an understanding of how the process works, not just that the process is important.

Here are the essential tactics that the right mobile strategy/tactics can help guide marketers through:
  •  
    • Basic marketing experience in Consumer (Advertising, Premiums, POS)  or B2B  (Thought Leadership, ROI positioning, Trial/Demo Best Practices)
    • Segmentation and message targeting – and knowing the software that is best as it moves across mobile tactics .
    • SMS – bi-directional, targeting and personalization principles must be applied here in full force.
    • Mobile Web trends, its accessibility, and its universality. Also, tricks like software that recognizes the device accessing the mobile Web page, then renders to the device.
    • Development of apps, hybrid apps, and when apps are – and when they are not – the right approach.
    • The role of video on a mobile device.

Tactically companies should be agnostic. Of course there are many other important tactical and strategic bits of understanding that will grow and change as technology and Smartphone users grow. Of course I would be remiss not to promote the manygreat Mobile Apps for Word Press see  http://en.support.wordpress.com/apps/

So the innovative marketer is already asking themselves “Is their an application that will enhance my products and my brand ?”

Partners Then or Now?

Posted in BUSINESS DEVELOPMENT, MARKETING by Tom Levers on June 13, 2010

As with most issues around “Partner Marketing Land” our story covers another medium —  Web Portals!

Back when Bewitched, and Trout and Ries were innovative in the marketing world… those who revolutionized marketing never imagined communities promoting and marketing for the company without asking. The allure of Social Marketing can not detract from classic marketing and fails when lulled to only use self service alone.

Partner marketing portals that expect participation have the same inherent problem as all “Social Media for Business sites” such as forums, social bookmarking, blogging, YouTube, twitter and social networking sites

The Results Then and Now

There is no longer an 80 /20 rule with Partner Marketing Participation, now partner portals suggest that for every 100 people online, one will actively initiate, create and participate with the portal content, ten will somewhat interact with it and the other 89 will just view it (also known as lurking in the Blog business).

Earlier metrics garnered from online partner community sites suggested that about 80% of the Partners marketing programs were utilized by 20% of the partners, but the growing move to generate on-demand marketing portals creates a different picture.

The Lesson

A website/Partner Portal must be sold (pushed) because a pull only effort using Partners that demand too much interaction and content review from users will see nine out of ten people just pass by.

Some massive Corporations and their Partner Alliance Sites recognize too much “Low Touch” self service participation from the prospects and their Partnerships . The result is worse than the old 80/20… it is now the 89/11 rule without working closely with the partner.


Comments Off on Partners Then or Now?

Build ROI to Create “Urgency”

Posted in BUSINESS DEVELOPMENT, MARKETING, Sales by Tom Levers on May 28, 2010

ROI Creates Urgency

“I think there is a world market for maybe five computers.” – Thomas Watson, Chairman of IBM, 1943

At some point IBM learned Computers delivered ROI. Even when you can show convincing functional data about the magnitude of a business problem, it is not enough. The good CEO, consultant, sales person,  product manager also lights a fire, figuratively,  to move on the issue…. of ROI urgency.

This is why a product is “Hot”.

If your sales efforts are in question, take a critical look at your value proposition, presentation proposal, the demonstration… where is the ROI? If it’s pro feature-centric, generic and functional only (with regard to value delivery), it rarely lights a fire.

Prospects today are sitting on their scarce cash reserves and won’t pry open their checkbooks unless they recognize the following:

  1. their customer has a real business problem;
  2. this problem is one of their  top 3 concerns;
  3. you absolutely understand this problem;
  4. you possess a solution that will solve the problem; and,
  5. you can deliver the promised ROI

According to Forrester Vice President Ray Wang, who specializes in software ROI, a new investment in software makes sense if it does one of the following:

  1. Provides efficiency gains that reduce overhead or allow you to do more without adding resources;
  2. Puts you in compliance with legal or contractual requirements, decreases security risk or makes your technology compatible with that of your clients or customers;
  3. Supports a new strategic initiative (such as a customer loyalty program);
  4. Provides increased capacity or functionality to allow your business to grow.

Ask yourself… does your business prospect indicate that they “like” or “need” your product or service?

Many of the projects that get green-lighted are those that solve break/fix matters. Discretionary (aka nice to have) projects are the opportunities that never move or don’t get back to you, they are the ones that get deferred or shot down altogether.

Sometimes all a good service or software firm has to do is better understand the prospect and review the materiality or “heat” of the project .

The more your proposed project is seen as a break/fix necessity, the more likely it will get approved.

To learn how to create more ROI around your service or software product, send me an email. tlevers@comcast.net

Low Friction Sales… the way Customers Buy

Posted in BUSINESS DEVELOPMENT, MARKETING by Tom Levers on April 4, 2010

Sell the Way Customers Want to Buy

Smart companies are providing their prospects with much of the information they need to make a purchase decision when they need it… but true frictionless sales allows the customer to slide into using the product before they make a major investment. When we talk to businesses people they want to be communicated with, but on their own “just in time” terms. In general the business purchase process expects that a product need can be illustrated quickly, with no strings attached, and delivered through whatever best fits the least resistance for acquisition.

Low resistance can be free for now… but does not mean free forever!!!
The more you adapt and satisfy the way your customer wants to buy, the easier it is to close. The easier it is to close a sale, the easier to scale and the faster and more efficiently you can grow.

There are various grades and limitations of friction in different selling models… but there is always more than one methodology for success. So have you honestly evaluated if you are using the most efficient approach?

Don’t know? Well take a look internally. Are you insisting on touching the customer through the A to  Z steps. This often makes you over compensate with high upfront prices because you feel only a person can communicate value, like in the old non-internet methods of sales and marketing? Business selects products that are easy to learn about, easy to use, easy to evaluate… easy to sell. How does a heavy handed sales process make things easy?

The highest friction sale is very expensive upfront, and means you need to spend lots of money on marketing, trade shows, etc and large direct sales force of expensive reps pounding the pavement for months trying to close a large deal with an enterprise customer. Follow that with a 3 month implementation process to get the customer happy.

Here’s a better way to look down the frictionless funnel. Look at how others seemed to make sales frictionless.

No Barriers to Revenue
Remember… some of the largest telecommunications customers on earth, are prolific distributors of subsidized or free handsets, but they sell the services. And free or very inexpensive doesn’t mean no revenue, it means no barriers to revenue. Or how about Microsoft, selling Enterprise Licenses in the data center with an  “All You Can Eat” method of product availability. Need 500 new servers… no problem “we have an Enterprise Agreement ” , no barriers to revenue !

Limiting “Friction” can be applied throughout the selling process… just look at how your custmer buys, not how you learned to sell! This will reduce the pain for customers to adopt and use a product and consequently reduce the cost of sales and marketing to get a customer to generate revenue… then all is needed is to  leverage the product and your new found marketshare.

Protected by Copyscape Original Content Checker

Whats the Business Value of Social Media

Posted in BUSINESS DEVELOPMENT, MARKETING, PUBLIC RELATIONS by Tom Levers on January 19, 2010

To many organizations are setting up Twitter, Facebook, Company Blogs without a clear plan. Its not done with Advertising, Direct Response, or Public Relations, and Social Media should not be any different? So here is what you need to ask yourself to succeed.

If questions below are not asked before employees are encouraged to tap social networking sites they can fritter away hours, or worse. Their lack luster commentaries can spill company secrets or harm corporate and partners relationships. Skeptics can draw from plenty of examples of social media experiments run amok.

What’s Your Pitch?
Can you describe what your company does in 120 characters or less? Most companies can not. With all the communications ability we have, our attention span is shorter.

Because the number of people we connect with each day forces us to edit our communication. We cannot have fully formed conversations with dozens of people every day and still have time to write, eat, sleep, drive, play games on our iPhone, complain about the housing market, and look at multiple media formats.

Also, the interconnected nature of communication today makes long-form communication less necessary. When I talk to my friends on the phone, it’s usually a pretty quick conversation. Not because I don’t like my friends, but because they already know much of what’s going on in my life via text message, Twitter, Facebook, email and other short-form missives.

As individuals, we know this is true, and we see how it impacts our daily life. Yet as businesspeople, we can do a better job.

What’s the Type of Result You Want?
What type of program is this? Awareness, Lead Generation, or Loyalty?

What Type of Relationship Do You Have and Want with Your Audience?
What does your audience know about you today? Nothing… to an advocate. Pick segments to focus upon, but make sure they are adjacent on this scale. It’s too confusing to have a strategy that targets advocates AND people that have never heard of you. That would be two strategies, not one.

How Does Your Audience Use Social Media?
Using the Forrester Social Technographics Ladder see http://blogs.forrester.com/groundswell/2007/04/forresters_new_.html , understand how your target audience (as defined by gender, age, and geography) uses social media. If your audience skews older, you may not want to engage in a lot of “make a video” contests, since that segment indexes low on the “Creator” scale.

What’s Your One Thing?
What’s the soul of your brand. What’s the one thing – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign? Brand anthropology, and have an agency help you find your one thing.

How Will You Be Human?
Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?

How Will You Measure Success?
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.

Focus on what you can actually measure. Unless you have a unlimited budget, enormous resources and extremely sophisticated data management capabilities, you aren’t going to be able to capture and measure every bit of data that comes your way. While some of you may be able to implement fairly impressive measurement practices over the next few weeks and months, most will find that much of the data you wish you could capture, plot and analyze will be beyond your reach. Don’t panic. Measure what you can, make the most of it, and don’t worry too much about what you aren’t able to measure yet. Your ROI analysis will require a little more art than science, but that’s okay. As you will soon see, certain key metrics should give you a pretty good idea of the effectiveness of what you are doing.

Financial outcomes are the most basic metrics. Opportunity sales funnel metrics. No interpretation or estimation required. The most obvious is of course sales performance and prospect generation. So get yourself some sales data.

Along a timeline, your sales data when it comes to analyzing the impact that your activities is having on your sales knowing whether revenue deltas are coming from Yield, Frequency or Reach is pretty important.

Protected by Copyscape Original Content Checker

Methods of Understanding in Sales

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, PUBLIC RELATIONS by Tom Levers on December 17, 2009

Selling is one of the classic and obvious domains where changing minds is a core skill.

The skills that are part of every rainmaker can be applied by the novice if they internalize methods of understanding…  where determining motivations and distinguishing the buying behaviours of individuals who hold the keys to selling services or product can facilitate building relationships and creating partnerships to become the vehicle for providing mutual value.

Techniques that are not genuine to your personality yet imply you must follow, like mirroring and matching techniques, body language, etc were considered progressive for connecting with prospects and customers twenty years ago. Now each person when using methods of understanding can be themselves, while improving the sales process with a new power to better understand the factors in your customers making a decision.

Methods of understanding…. is a collection  of tools for thinking.

In my previous article I covered that we all instinctively lean toward some approaches rather than others, but the key to applying the principles is to internalize the different constructs, so everyone can appreciate the influences on better communication. The first four types were:

  • Attribution – we need to attribute cause, that supports our ego.
  • Constructivism – we use constructs as perceptual categories.
  • Framing – mental combinations that affect perception.
  • Schema – structure to organize and interpret the world.

Now lets finish with the final four:

  • Personal Constructs – constructs represent understanding.
  • Symbolic Interaction  – we derive meaning around symbols.
  • Objectification –  we simplify complex things into concrete images.
  • Story Models – most marketers instinctively piece together complex situations into stories to build understanding.

 

Personal Constructs

People develop internal models of reality, called constructs in order to understand and explain the world around them in the same way that scientists develop theories. Like scientists, they develop these constructs based on observation and experimentation. Constructs thus start as unstable conjecture, changing and stabilizing as more experience and proof is gained.

Constructs are often defined by words, but can also be non-verbal and hard to explain, such as the feeling you get when your football team just won the championship.

When constructs are challenged or incomplete the result is emotional states such as anxiety, confusion, anger and fear.

Constructs are often polar in that they have opposites (and are hence dichotomous). Thus the construct of good implies another of bad. Polar constructs create one another: thus ‘good’ cannot exist without ‘bad’.

Although we share the idea of constructs through words (ie Good and Bad), the detail of constructs are particular to the individual and hence are called personal constructs.

Constructs that are important to the person are core constructs, while others are called peripheral constructs.

Constructs may be expanded to accommodate new ideas or constricted to become more. An example would be ownership of an idea. I look at how the executive talks about a business division that they originally came from and consider him more focused on improving that group. All of these are constructs that I have created or learned in order to explain the behaviour of those I have met.

Using it

Listen to people. Hear the constructs they use. They will be amazed at how much you understand them. You can also lead them in building new constructs.

Defending

When you are building new ideas, consider where these have come from. Was there a conversation with an influential other person involved?

 

Symbolic Interaction  

People act based on symbolic meanings they find within any given situation. Thus interact with the symbols, forming relationships around them. The goals of our interactions with one another are to create shared meaning.

Language, math, selling methodologies are itself a symbolic form, which is used to anchor meanings to the symbols.

Key aspects are:

  • We act toward others based on the meaning that those other people have for us.
  • Meaning is created in the interactions we have with other people in sharing our interpretations of symbols.
  • Meanings are modified through an interpretive process whereby we first internally create meaning, then check it externally and with other people.
  • We develop our self-concepts through interaction with others.
  • We are influenced by culture and social processes, such as social norms.
  • Our social structures are worked out through the social interactions with others.

Using it

Pay attention to the symbols within the persuasive context and utilize them. You can place the symbols there. How people interpret them includes how you interpret them. 

Defending

Pay attention to the symbols within the persuasive context and notice how they are affecting what happens.

 

Objectification

Complex ideas are, almost by definition, difficult to understand. To help us make sense of them, we turn them into concrete images. There are three processes by which objectification is done:

  • Ontologizing gives an idea physical properties, for example by using close metaphors like the ‘mind as a computer’.
  • Figuration turns the ideas into pictures or images, for example traffic ‘jams’.
  • Personification turns the idea into a person. For example, a genius as Einstein.

The term ‘objectification’ or depersonification is also used to describe the way we treat other people as objects, in particular the way men can treat women as sex ‘objects’. By reducing other people to things, it permits us to treat them with less care and human concern, bypassing our values around this subject.

This car is like a thoroughbred race-horse. Just imagine thundering up the roads, with trees and houses flying by. People will think you are Michael Schumacher.

In war, effort is often put into depersonifying the other side, thus legitimizing and even encouraging killing them.

Using it

Explain your ideas through analogous or metaphorical things, pictures or people.

Defending

Just because the other person can explain their ideas clearly, it does not mean they are good ideas.

Story Models

One way in which we explain the world around us is to create stories about it. In particular when we are face with complex situations, we will pick out what seems to be key elements and then turn these into a story.  

For example people were shown a movie of a trial. They found that in order to make sense of the wealth of detail, the participants constructed stories about what happened. 

In another experiment, they found that when evidence was given in an order which made the story easy to construct, the participants were more likely to construct the same story. When the evidence was in story order, 78% of participants found the defendant guilty. Yet when the evidence was out of order, only 31% voted for the guilty verdict.

A common technique for remembering a complex list of unrelated information is to weave them together into a story.

Using it

Help the other person understand your case by presenting it as a logical story, pausing to emphasize and repeat the key points you want them to remember and include in their remembered interpretation. 

Defending

Just because the other person presents a nice story, it does not mean it is true.

Conclusion

The trained sales person learns the process of selling from their training courses in Relationship or Consultive Selling, Strategic Selling, Customer Centered Selling, Spin Selling, Platform Selling, and Scientific Selling… but none will better educate you on understanding people, how they think, and their motivations.

These techniques, when internalized will allow you to objectively recognize a “No Decision” earlier in the selling process, as well as, allow you to better understand yourself and how you “make or react to decisions” in your every day business and personal life.

Protected by Copyscape Original Content Checker

Sales and Methods of Understanding

LightBulb“Methods of Understanding” will get what you need done in your business.

No matter if it is working to build a “Company Culture”, or becoming a sales “Rain Maker”, or “Marketing Positioner” of the next Widget… you will get further if you apply the toolkit of how individuals use “Methods to Understand”.

You may know Sales Methodologies, but the “Rain Maker” applies Systems of Understanding. Most natural “Rain Makers” unknowingly identify how others are using these various types of Understanding Methods, they just identify these throughout all aspects of their lives… without even knowing they are using them. By identifying what individuals use when they try to understand can enlighten the situation. 

WARNING! This is not for everyone. Some people are so locked into their individual method that if you are a “hammer” everything looks like a “nail”! The “Rain Maker”, the “Corporate Motivator”, and the  “Customer Requirement Aggregator” ” all must identify which “Methods of Understanding” is being used and how to adapt to it. 

We all instinctively lean toward some of these approaches rather than others, but the key to applying these principles  is to internalize the different constructs so we can better communicate. The different types are:

  • Attribution – we need to attribute cause, that supports our ego.
  • Constructivism – we use constructs as perceptual categories.
  • Framing – mental combinations that affect perception.
  • Schema – structure to organize and interpret the world.
  • Personal Constructs – constructs represent understanding.
  • Symbolic Interaction  – we derive meaning around symbols.
  • Objectification –  we simplify complex things into concrete images.
  • Story Models – We piece together complex situations into stories to build understanding.

Lets first cover the first four in this article and try to identify after reading how you and others are using them in your professional and personal life.

 

Attribution

We all have a need to explain the world, both to ourselves and to other people, attributing cause to the events around us. This gives us a greater sense of control. When explaining behaviour, it can affect the standing of people within a group (especially ourselves).

FaceWhen another person has erred, we will often use internal attribution, saying it is due to internal factors. When we have erred, we will more likely use external attribution, attributing causes to situational factors rather than blaming ourselves. We will take credit, due to the good business skills that were applied. And vice versa. We will attribute the successes of competitive rivals to external ‘advantages’. 

When a football team wins, supporters say ‘we won’. But when the team loses, the supporters say ‘they lost’. Our attributions are also significantly driven by our emotional and motivational drives. Blaming other people and avoiding personal recrimination is a very real self-serving attributions. We will also make attributions to defend what we perceive as attacks. We will point to injustice in an unfair world. 

In practice, we often tend to go through a two-step process, where we start with an automatic internal attribution, followed by a slower consideration of whether an external attribution is more appropriate. Key to this is, if we are hurrying or are distracted, we may not get to this second step. This makes internal attribution more likely than external attribution.
Example of Use: I have no support and no budget there for I cannot do a good job.

Using it: Beware of being a complainer (i.e. making internal attributions about the situation). Also beware of making excuses (external attributions) that lead you to repeat mistakes and leads to Cognitive Dissonance in others when they are making internal attributions about you.

Defending: Watch out for people making untrue attributions.

Constructivism

We try to make sense of the world by making use of constructs, which are perceptual categories that we use when evaluating things.

People who have many different and abstract constructs have greater flexibility in understanding the world and are cognitively complex, whilst others are cognitively simple. Cognitively complex people are better able to accept both complex and inconsistent messages. They also have a greater need to understand things and will question deeply anything that is new to them. However, once persuaded, they stay persuaded and are less likely to change their minds as their new constructs will support the argument.

Example: Some people have a construct about being fat that says fat people are lazy and greedy. Others may perceive it as a medical condition. 

Using it: Help cognitively complex people to build new constructs that support your argument. Do not bother with this detail for the cognitively simple.

Defending: Do not let others take charge when building new constructs.

Framing

A frame is the combination of beliefs, values, attitudes, mental models, and so on which we use to perceive a situation. We effectively look through this frame in the way we would look through tinted spectacles. The frame significantly effects how we infer meaning and hence understand the situation.

Example: I see a holiday in the hills as an opportunity for outdoor exercise. My friend sees is as a chance for a quiet read. My son sees it as a long period of boredom.

Using it: Change elements of a person’s frame (reframing) and hence how they view the world). This is a powerful persuasive technique. 

Being able to see things through many frames yourself gives you a broader perspective and able to understand more of how others think.

Defending: When people ask you to look at something from another viewpoint, be aware that there are many viewpoints, many of which are valid and legitimate. 

ShoesSchema

A schema is a mental structure

Schemas are also self-sustaining, and will persist even in the face of disconfirming evidence. This is because if something does not match the schema, such as evidence against it, it is ignored. Some schema are easier to change than others, and some people are more open about changing any of their schemas than other people. Schemas are also known as mental models, concepts, mental representations and knowledge structures(although definitions are different–for example some define mental models as modeling cause-effect only).

Schemas affect what we notice, how we interpret things and how we make decisions and act. They act like filters, accentuating and downplaying various elements. We use them to classify things, such as when we ‘pigeon-hole’ people. They also help us forecast, predicting what will happen. We even remember and recall things via schemas, using them to ‘encode’ memories.

Schemas have inferences and appear very often in the attribution of cause. The multiple necessary cause schema is one where we require at least two causes before a ‘fit’ to the schema is declared. Schemas are often shared within cultures, allowing short-cut communications. Every word is, in effect, a schema, as when you read it you receive a package of additional inferred information.

We tend to have favourite schema which we use often. When interpreting the world, we will try to use these first, going on to others if they do not sufficiently fit. 

Example: Some people dislike police because they have a schema of police as people who perceive everyone as guilty until proven innocent. Other people feel safe around police as their schemas are more about police as brave protectors. 

Using it: Find people’s schemas around the area of interest, then either create trust by utilizing their schema or reframe to change their schema.

Defending: Become more self-aware, knowing your own schemas and why there are useful for you. When people try to change them, you can then more rationally understand whether your or their schemas are better.

This is a lot to absorbs,  so look for these in your every day business or personal life and check back for the second part of this Article after I try this myself!

Page copy protected against web site content infringement by Copyscape

Blogs – the DoDo Bird of SEO

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, Partner alliances, PUBLIC RELATIONS, SEM by Tom Levers on September 30, 2009
The DoDo Bird of SEO

The DoDo Bird of SEO

Have you started a blog only to lose interest, or stop contributing  because no one is reading it?  What should you do differently?

There’s all sorts of  blogs and yet so many have content that is never read.  In fact, there are a tremendous number of business blogs that are not realizing much of their potential. Take this blog as an example.

Why? Because it is not optimized…. so focused on content creation that even though I know what to do… I do not use my own knowledge.

This is very much the same scenario that occurred with web sites  pre-and post tech bubble. I worked with lots of computer industry partners and I mean Lots of them. But afterthe largest management consulting sites got their site up and running, the traffic didn’t come by itself. So we optimized for search engines and that was the start of my SEO experience. Blogs can generate traffic without search engines, but WITH search engines it can be even better.

With blogs, there exist as many or more optimization opportunities to optimize as with a web site. The thing about internet marketing is that there is no “one right way” to solve a single problem. So much of the advice and commentary about content optimization for search engines at conferences and on blogs is tactical. While most blog software is more search engine friendly out of the box than many web sites, the opportunities for blog optimization are readily available. There is a long list of blog optimization tactics to employ.Why optimize your blog?

  • Increase rankings of the blog on BOTH regular search engines as well as blog/RSS search engines
  • Increase traffic to the blog from multiple sources such as social search and social bookmarking sites (del.icio.us, Digg, Furl or Blogmarks)

A blog is just a website that uses a content management system, so most standard SEO tactics apply. There are also optimization tactics specific to blogs.

Consider keywords when writing your blog post titles. Some blog software allows plugins that can suggest keywords. Otherwise, you can use Google Suggest or one of these free keyword suggestion tools: Digital Point, SEO Book or Google AdWords Keyword Tool. Keywords should NOT determine your content (unless it’s an AdSense blog).
Optimize the template. Make sure post titles appear in the title tag and append the title tag (hard code) with the most important phrase for your blog.

Neanderthal SEO for Blogs

Neanderthal SEO for Blogs

Also use the blog post title as the permalink. If you’re using keywords in the blog post title, then they will occur as anchor text in the permanent post link. While you’re at it, just make the post title a permalink.

Make it easy for your blog readers to subscribe and include RSS feed subscription buttons or “chicklets” in a side bar or on a dedicated Subscription Info page. Here’s a handy RSS Feed Button creation tool.

Optimize Categories. When you create categories for your blog, be sure to consider keywords in the titles. When you post, be sure to default to a general category that is relevant no matter what the post is about. Choose multiple categories on each post when appropriate.

Social bookmarking sites can be excellent sources of traffic to your blog, so be sure to make it easy for readers to bookmark your blog posts. You can do this by adding some code to your blog template for each of the major social bookmarking sites. Here’s a tool for social bookmarking links. Submit your blog to RSS and Blog directories. Also submit the blog to regular directories such as (DMOZ, JoeAnt, GoGuides, MSN Business Central, etc) that have categories for blogs.

There are many benefits to publishing a business blog and improved search engine visibility is one of the most popular.  It’s pretty common advice to hear: start a blog and the fresh content will attract links, improving your search results.  Such tactical advice can be very effective.

Unfortunately, the advice gets filtered and distorted, not unlike what happens in the game “telephone” kids play. Pretty soon one or more blogs are implemented for the sole purpose and expectation of improving search engine visibility and nothing else. At least nothing else that’s accountable.

What’s wrong with this picture?   Blogs started solely for SEO objectives will inevitably fail.

Here are a few reasons why:

1. Lack of planning and oversight – After the honeymoon of starting a blog wears off, those tasked with writing content often get distracted by their other responsibilities. Bit by bit, posts look less and less like keyword optimized web pages and sink back to the familiar writing styles common to public relations and corporate marketing. Gone are the keywords that consumers are searching on. Gone is the traffic that used to come from search engines.

If SEO efforts persist, they can get sloppy without ongoing oversight either by an outsite SEO consultant or an internal blog champion (more about that in our next post). Keyword usage in blog posts can become disparate or worse, evolve into a keyword stuffing exercise.

2. No passion for the topic – With over 100 million blogs indexed by Technorati, it’s a wonder what happened to the 90% or more than have been abandoned or that don’t post more often than every 4 months. It takes commitment, thought out ideas and a sincere interest in a topic to be able to blog about it on an ongoing basis over the long term.

Can you imagine watching a 30 minute TV show or 2 hour movie you’re not interested in? How long does that last? How about a job you’re not interested in? Do you really excel at it? Do you do the best job possible and and do you stick with it? No, no and no.

As a result, bloggers who are not personally interested in a topic will encounter blogger’s block quickly and with a shallow level of knowledge on what’s being blogged about, readers lose interest quickly and do not return, subscribe or link to RSS and Blog directories. Also submit to the regular directories such as  (DMOZ, JoeAnt, GoGuides, MSN Business Central)  

 

Blog Extinction

Blog Extinction

Ping the major RSS feed and Blog search engines each time you post. This can be configured with blog software such as Movable Type or WordPress to work automatically. If you’re using Blogger.com, then you can do this manually with Pingomatic or Pingoat.

Comments and Trackbacks – Be sure your blog software is configured to send a trackback ping to blogs that you cite within your posts. Pay attention to press releases distributed by PRWeb. If you cite a release, and ping the trackback link, the press release will in turn link to your blog. This is better for driving traffic than for link popularity.

Make useful comments on other blogs. Your name will be linked to the blog url that you enter. Do NOT make comments that offer no value to the blog post. Do NOT use keywords in the field for your name, use your name or blog name.

Offer RSS to Email. Almost 30% of blog traffic comes from readers that perfer to read blog posts via email. There are several free services available for this including: FeedBlitz , Squeet, Zookoda (this one is more for using blog posts as a weekly newsletter), RMail and Bloglet.

No matter how many optimization tactics you employ on a blog, there is no substitute for quality content. Blog optimization is only as effective as the quality and usefulness of the content you’re optimizing.

Here are some simple steps for managing blog content, long term:  Create a keyword glossary, much like you would for a website SEO project. Identify an editorial guide as well as post types and key topics. Assign a blog champion, someone that “owns” the success/failure of the blog. The blog champion will provide content and editorial oversight as well as recruit other contributors.

The blog champion performs another important function, feedback to the contributors. This goes beyond a simple “thank you” but may also include reporting on the number of comments on posts contributed, inbound links, increases in RSS subscribers and mentions of the blog post on other blogs. Providing individual as well as overall feedback to contributors helps them see what impact their efforts are making.

Socialize.Blogs are a big part of what makes up social media, so it’s important that bloggers are social for a successful blogging effort. A few of the ways blogs can be social include:

Wrap up For a successful business blogging effort that leverages search engine optimization, it’s important that the blog serves a functional purpose intented to help the business reach a particular goal. SEO is involved in order to extend the reach and “discoverability” of the blog.

Blog optimization is both a one time event with the templates but is also an ongoing process involving keyword glossaries that help determine post level keyword usage, internal anchor text and off site anchor text.  Running out of ideas and people to contribute to the blog can mean certain death, so be creative with content sourcing and formats. Listen to what blog readers respond to and give feedback on to guide editorial.

Blog software offers many social features. Use them! Grow a network that leverages the blog as resource and as a way to recognize contributors.  Monitor real time content opportunities as well as blog analytics so you can offer the kind of feedback that motivates continued contributions both from the C-Suite in the form of funding and from the B-Suite in the form of content and comments.

Protected by Copyscape Original Content Checker

Partner channels are conduits of communications

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, Partner alliances by Tom Levers on September 15, 2009

BRAND PARTNERS
BRAND PARTNERS

By Tom Levers

Remember Hierarcial Marketing – where product design, price and promotion determine demand? This traditional model places communications alongside the other variables of the marketing mix.

With the Internet as a primary communication tactic and the Partner Alliance as a multiplyer of the direct sales organization, you may want to use a more Counter-Intuitive Marketing Model !

 

Business to business organizations have gotten creatively lazy to the idea of  tactical integration of communications messages. To rapidly deploy new products in the future they will have to embrace the idea of the strategy of vertical integration to take advantage of the new marketing methods for communications – ie. speaking with one voice from the CEO’s office right down to the sales and tech people is key to rapid product demand.

Because of the increased importance of company-wide brand values in providing competitive advantage, marketing is becoming a way of delivering a communications strategy, rather than the other way round. 

In the “Traditional” model, communications starts with the company, and marketing becomes part of the ‘delivery mechanism’ for the communications strategy. It does not consider various conditional factors that determine primary and secondary forms of communications.

What are the implications of this vision of vertically-integrated marketing communications? Lets first understand the definition of Vertical Integration in general business… it is when a company expands its business into areas that are at different points of the same production path, ie the  Operating System Software company decides to make Software Utilities that it would normally need or the Auto company decides to go into the tire business.

An obvious marketing translation is the importance of integrating internal and external marketing communications. ie  All the employees are highly credible ambassadors to its external public – both in what they say to their communities and the service they provide to their customers. Both word of mouth and performance can be enhanced to the benefit of the organisation by sustained  internal marketing.

 A second implication of the strategic vertical marketing integration is the importance of developing partner channels as conduits of information, as well as , products and services.

Marketing frequently differentiates between ‘push’ and ‘pull’ strategies. ‘Push’ strategies ( direct selling) offer incentives to channels , pushing them towards the end user. ‘Pull’ strategies, on the other hand, use directed techniques ( advertising ) to stimulate demand in order to pull the product, or service, through the channels.pepsi_besser_lf29jun59

‘’Pull-“to find a need and satisfying it”, but Push -“create the awareness that a need exists”… metaphor rankles the old school traditionalist . 

Although Start-Up ventures have no product category established… no awareness of need, so if they have a need,  Vertically Integrated Marketing-“what is the fastest methods to get attention”  is the key driving communications tactics !

Push and pull strategies are not mutually exclusive. For example, a Trade Event directed solely at the end user will be seen by alliance partners, analysts, even competitors who validate and bolster their confidence in the category of product or service concerned.

While it is necessary to operationalise marketing communications strategy by combining a number of different disciplines and tactics, customers experience brands in their own terms. In order to communicate in a customer-centred way, organisations need to consider how their brand messages are received. 

The customer-centered communications methods can be broken down into ten (10) sources, but clearly there are infinate ways of a prospect hearing, seeing, or experiencing your brand. Public relations, word of mouth/tech, events, forms of media advertising,  sales promotion activity, internet searches, text messages, direct marketing, your direct sales, and finally alliance partners that can be extensive,  and only partially controllable.

The uncertainty of partners alliances makes it all the more important to think through brand contact points thoroughly, in order to gauge their potential implications. The key is to maintain that an organisation can improve its management of this process by a careful consideration of the different ways in which customers come into contact with the brand – offering a standardised  framework for action planning.

The traditional distinctions between push, pull and profile strategies  are giving way to ways of analysing and planning marketing communications which recognise the complexity of how customers receive messages.

Finding out how customers access marketing communications reveals their preferences in receiving information. As active recipients of brand messages, they can screen out the irrelevant and the inconvenient. Observing their preferences in this regard can be a source of genuine competitive advantage.

A way of improving your marketing is by improveing the singularity of your brand communications strategy…  from the point of view of the customer it will look as if your Brand is everywhere.
Protected by Copyscape Original Content Checker

The New Age of the Consumer

Posted in MARKETING by Tom Levers on June 4, 2009

Have you seen Google’s “Wave” for email?

Google noticed that the novice consumer does not like email! Why would they, with every company offering it free so that half the inbox fills up with junk, and people can’t sort the good from the bad… it is just not doing the job!

This is why consumers use IM, Facebook, and Twitter.  It takes the current status quo and completely shatters it. Wave is part of  what may be an integral piwaveece in a new, richer world of online functionality (a new communication ecosystem”).

Google is slowly assembling a critical mass of SaaS applications that threatens to change the legacy applications from Microsoft. Sure there will always be a need for local applications, but is consumer communicating and social connecting one of these… if I were Microsoft, this would be keeping me up at night.

Xerox/IBM-Microsoft /Apple broke down the old technologies of the computer world by merging the mini computer operating system services with a graphical user experience . This is our  20+ year foundation since the 80 ‘s.

The concept of desktop applications, has started to move into the new world of SaaS. Google is one large organization that is not bound by the challenge of legacy influences and profit margins, and is building a new world order because of its “Green Field Products”.

Twitter, Facebook, etc… these type of innovators can try over and over with technology until it becomes accepted by consumers that are willing to adopt new revolutionary concepts that improve their lifestyle.  Business can not afford to take these risks, because of their legacy investment and processes. So consumers will drive the next technology change in collaborative communication devices and computing. Once consumers adopt the new order, business will follow in these new service areas. Collaboration is presently controled by the legacy of business, it will be consumers that will adopt new inovation and new technologies that demand we have something better.

Pro Bono Your Expertise

Posted in BUSINESS DEVELOPMENT, MARKETING by Tom Levers on May 3, 2009

will-code-for-htmlThere is a Shortage of Marketing and Software Professionals in the Non-Profit Arena

Nonprofit organizations could use more pro bono support during this deep recession, but neither charities nor corporations are taking the right steps to encourage more volunteer consulting,  cites the 2009 Deloitte Volunteer IMPACT Survey.

Nearly 40 percent of nonprofit leaders who responded to the survey said they will spend $50,000 or more on outside Marketing / eCom / Web Site development this year, but nearly a quarter of the respondents have no plans to use skilled volunteers or pro bono support in any capacity in 2009.

The survey was commissioned by Deloitte LLP, a consulting firm, and is based on online interviews with 300 corporate executives and 360 nonprofit executives. The charity leaders had previously applied for pro bono support from the Taproot Foundation, which promotes pro bono service by business professionals.

Aaron Hurst, the Taproot Foundation’s president and founder, said charity leaders typically think of pro bono services in the legal arena, but he noted that charities could save thousands of dollars by seeking skilled volunteers to help in other areas.

The organization’s Pro Bono Action Tank lists 76 types of pro bono projects, including developing a Web site, redesigning facilities, and creating a training program for employees.

If you are interested in learning more about Pro Bono Projects make a comment and I would be happy to direct you to many different organizations.

Improving Your Website… a “Call To Action”

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, PUBLIC RELATIONS by Tom Levers on January 21, 2009

directionHow are you measuring your prospect activities when directed to your site?

From hits to clicks and page views to time-on-site, all of these issues are sorrounded by a myriad of ways to measure a website. But remember abandonment rates, they can measure both your efficiency and your effectiveness of the sites “Call To Action” (CTA) objectives.

There are many best practices used for improving the metrics of a site, but your real objective is to fill the sales funnel by getting a registration, requesting a white paper, running a  “cost justification wizard”,  downloading a trial… or any of the many other call to action tactics that increase the probability of the sale. It is imperative to measure each step or action, because its a prime indicator of where or what the Visitor has touched, and it might possibly be the reason they left your site.

Where an action is requested and not taken, we need to build baselines for improvement. No one in the B-to-B organization would accept not tracking and improving the sales processes (by measuring where and why the sales process stalled), you may want to consider the same importance to tracking and improving the abandonment of a “Call To Action”. Here site analytics software is key to improving your Demand Funnel, just as relationship management software is key to improving the Sales Funnel.

By monitoring Web Analytics Dashboards to measure the Demand Funnel you can identify and improve the  “Call to Action Metrics” by developing indicatwebsite-metricsors or KPIs of how to minimize the drop offs. The solution can typically be to modify the registration information required or remodel the page flow or navigation, but first you need to identify the areas to improve.

There are 2 ways to calculate Drop off rate:

The first calculation to take Drop off/Abandonment rate = (Visits of the current CTA Step-Visits of the previous CTA Step)/Visits of the First Conversion Step. This calculation takes into account the Homepage every time we calculate the drop off rate at every step. So in the Funnel, we notice 7000 visits are measured on the Products View (Step 2) and only 2000 Continue to registration which means that the calculation based on the formula would be (2000-7000)/10000 which would be -50% as it is loss.

The second calculation to calculate Drop off/Abandonment rate = (Visits of the current CTA Step-Visits of the previous CTA Step)/Visits of the Previous conversion Step. This calculation takes into account the previous “Call To Action” Step and the current “Call To Action”Step. As an Example In the Funnel, we notice 7000 visits are measured on the Products View  and only 2000 Continue to “Call to Action” which means that the calculation based on the formula would be (2000-7000)/7000 which would be -71%.

Using AB tests on the “Call To Action”  pages can immediately increase the amount of prospects you generate.

AB Testing is a way to test 2 variations of a page in order to determine which page is more successful in terms of pulling people towards a website goal. We split traffic on each page based on a defined proportion (50/50, 90/10). Usually the first step where there are most chances of convincing a user to buy something is the homepage as this is the page that defines a website in terms of visual appeal, product listing, ease of navigation, color scheme and even text. These things go a long way in generating a sense of trust in the users. For e.g. we have a website whose business model is selling books and there are 2 AB Test pages with the first page being the Control (original) having a discount offer banner on the top and the second page doesn’t have any discount offer banner but a slideshow listing the top selling books. We will then put tracking codes on both these pages and identify each page with a unique identifier in order to measure each page’s success. This success is usually measured in terms of the Conversion ratio which can be measured as: Visitors on the Conversion page/Visitors on the Test/Home Page. Some tools that can help you achieve AB Testing are Google Website Optimizer, Verster, SiteSpect and SplitAnalyzer.


Multivariate Testing is the second and the most efficient method to optimize your page. In this method, you don’t use multiple pages to determine a higher conversion rate but you do test the same page by changing the elements around. For example you can test headlines, colors, buttons and images on the same page by correlating each element with each other to find the best possible combination/element. The method used to achieve this is known as the Taguchi Method.This method takes into consideration the sample size and how long a test should run in order to have a clear winner. Google Website Optimizer uses this method to measure a multivariate test. This tool lets you view the various combinations and elements separately and then based on the Taguchi method decides the winner. All you need to do is add a tracking code on to your page and Google Website Optimizer will then split the traffic equally on each element separately.  Some other tools that can help you achieve multivariate Testing are Google Website Optimizer, Optimost, Memetrics, Verster,clouds Maxymiser and Omniture Test & Target.

After using the Taguchi method of page testing and based on the above formulas the result is counter intuitive. It may look like the first method generated a  better rate of abandonment. However, the second funnel is only considered in the respective CTA steps  and not Step 1 (Homepage) because Step 1 is entirely a separate user experience. As a result, the drop off rate should be calculated based on the 2nd CTA Step, as they are independent of the user experience on the other pages of a Funnel. These 2 pages alone can determine how to  improve the conversion rate at each step, as these are not based on the Homepage experience. As example. The Registration form design and involvement is totally different than what it is on the Homepage.

How Do You Measure Success?

Whether your site received 2 visitors or 2 million, that figure is pretty meaningless unless it’s improvement correlates with an increase in enquiries or sales. It’s simple, the yardstick for how the website is measured has changed as analytics scramble to reflect how actionable activities are generated.  Total minutes on a site has its own caveats and is more an awareness thought leadership metric, not a call to action measure. The reliance of marketers on their website becomes increasingly obvious. But with increased spending comes increased expectations; tracking results through basic measures such as click-through and PPC related areas won’t be sufficient. This is why focusing on measuring the various stages of the Demand Funnel and “Call to Action” is the true approach to improving the efficiency and quality of your website performance.