Morettini on Management

General Management and Marketing Advice for Software and Tech Companies

Tag: website

Social Media Marketing for B2B Tech Companies

By now, every company has grasped the importance of having a social media presence on the web. Or have they?

In discussions with potential clients and others I am actually amazed how many folks have done little or nothing in the area of social media marketing.

Why do you think this is? Some business executives immediately associate “social media” solely with consumer-oriented activities on social medial sites such as Facebook, Twitter and MySpace. You know the stereotypes that are popularly characterized by the mainstream media: pictures of wild high school parties, viral invitations to flash mobs, and inane posts about what people are having for breakfast.

But there is serious business going on in the Social Media world. The fact is that Social Media marketing has definitely become not just a mainstream activity, but a critical one. No longer are at an advantage if you are heavily using social media in your marketing mix; you are falling behind if you aren’t!

Social Media is obviously very important in B2C software and hardware marketing. Because it is less well understood, I will be focusing on B2B marketing in this article.

Blogs

A Blog is the single most important step into Social Media for a B2B tech marketer. In addition to being a great way to bring traffic directly to your site, it provides the content to use as bait for all of your other social media activities. There are almost too many benefits to list here, but let’s try a few:

  • New and high quality website content which increases SEO (search engines LOVE fresh, high quality content. This assumes a self-hosted Blog–it’s critical for your Blog to be hosted on your domain to maximize SEO benefits)
  • Direct traffic to your website
  • Fast & Easy search engine crawling and indexing due to the large number of Blog ping services, Blog indexes and Blog search engines
  • High quality backlinks from the Blog services mentioned above, as well as from happy readers who link to your Blog
  • Content you can repurpose in a number of ways such as publishing in newsletters and posting on appropriate social media sites
  • Positions your company and key employees as “thought leaders” in your category

This is just a taste of what a Blog can do for you; the uses and benefits are limited mostly by your imagination. It’s a bit of work, no doubt, but has a high return if you dedicate reasonable resources to the effort.

Linkedin

After creating your Blog, this is the second most important social media activity for a Business-to-Business technology marketer. Key employees should create a complete profile (for professional development purposes, if no other reason) and a profile for the company should also be created. But that’s just where the fun starts. Here are some additional important activities to consider:

Join and Use Groups: Other than setting up a complete and effective profile for both you and your company, the most important thing you can do is join groups. You’re allowed up to 50, and if you choose the groups well they can be a very effective segment of your online marketing efforts. Become known and respected by participating in discussions. But most importantly, post links to your Blog content, press releases, newsletters, webinars, etc. If you’ve targeted the right groups, this will create a good deal of qualified traffic to your website and other online vehicles.

Build your Network: This is the place where you want to go fast, but don’t hurry. The more people in your business segment you know, the easier it will be to market your product over a long period of time. The key is to take a long term perspective. You don’t build a network by being pushy or “all about you”. It’s like any other form of networking. Reach out not only to connect, but to actually assist those in your network. In the long run, you’ll have a stronger position and it will benefit your business.

Search for Prospects: People are listed on Linkedin that you wouldn’t find elsewhere. It’s a great place to search for both companies and high level executives that you’d like to connect with. Be very careful in your targeting efforts and try not to be too obviously sale-sy. But if you are respectful and careful, an excellent source of targeted prospects awaits you, that you can contact directly (with a premium account) or connect with through your mutual contacts.

Ask and Answer Questions: This Linkedin feature provides a great, low key way to both show off and improve your knowledge. By answering questions posted by others you can demonstrate your knowledge in a forum without having to appear to be bragging. Don’t be afraid to ask questions either; there are a great many resources out there to fill in the blanks in your current knowledge base.

Twitter

This is a great place to connect with like-minded people. As profiled time and again in the mass media, it’s also a great place to waste time. So unless you find that you can become a productive and efficient Twitter networker, make sure you don’t become addicted to tweeting. Some people love it, some hate it–what’s important is to leverage it optimally for your business. I personally don’t waste a lot of time on Twitter, but there are some folks who have dedicated a lot of time–to great effect for their business. Especially if you have more time than money for marketing, there’s a lot you can do to gain exposure and goodwill for your business here. At a minimum you should post your Blog content, press releases and other important external communications. You should also think about assigning members of key departments (PR, customer service, tech support) to Twitter, giving your users and potential customers an easy, informal way to interact with appropriate parts of your company

YouTube

Yes, Youtube! Everyone loves to go to YouTube to view that video of the 6 month old baby surfing in the bathtub while smoking a cigar (Ok, I made that up, but if you do a search you might just find it on YouTube). But it’s also a great place to post a short intro video about your product or service. You can even put up training videos to show the depth of your knowledge in a particular area, or the depth of your product or service offering. The videos are hosted on YouTube, but you link to them and feature them on your website. These videos will give you a leg up in search engine ranking as Google, et al love video content and provide it with preferential search result positions.

Facebook

Yes, use Facebook as well! Facebook is certainly not a core platform for business to business marketers. But 750 million users (and still growing like a radioactive weed) shouldn’t be ignored. So create a personal profile and company page and post your Blog content and other external communications pieces there. If nothing else, you’ll get some quality backlinks to help your SEO efforts with very little effort. Don’t waste time here, but it makes no sense to completely ignore this platform, either.

Coming Soon — Google +?

This is a real wild card that could have a big impact on the Social Media Marketing landscape. As I write this article it’s too early to tell what Google+’s ultimate impact with be on B2B social media marketing. Most people don’t yet have access. I haven’t used it yet, so I only know what I’ve read. It’s still in pre-release phase (although it seems that most things at Google are!), and the features are still being developed. But so far it appears to be off to a very promising start, with 25M users in only a few weeks of controlled beta release. Reviewers have raved about the elegance of the “Circles” feature, which allegedly makes it very easy to segregate those connected to you into logical groups, a real problem on Facebook. Of course, Google is aimed far past B2B social media with Google Plus, taking aim squarely at Facebook as a mass-market social media network. But I think this new platform also has particularly strong potential for the B2B crowd, with possible integration with tools like Google Adwords, Analytics, Apps, Docs, etc. We’ll have to wait and see where this goes, and I’ll be watching closely.

There’s certainly much more that can be written on this topic. This was just a quick look at what I think about the importance of social media marketing for B2B Software & Tech companies. For example, there are new vertical social media networks popping up every day–there may be one perfectly aligned with your market.  This is a varied and rapidly evolving topic–what are your questions or opinions? If you need help with your marketing mix or other aspects of managing your software or hardware company, please contact me at your convenience. In the meantime, post a comment to share your views on this topic and continue the discussion.

Follow Phil Morettini and Morettini on Management via Twitter, Facebook, LinkedIn, RSS, or the PJM Consulting Quarterly Newsletter. Contact Phil directly at info@pjmconsult.com

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2 Comments by admin on August 14, 2011
filed in Business Development, Marcom, Online Marketing, Product Marketing/Management, Promotion, Social media
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Is SEO a Legitimate Marketing Technique?

I have definite ideas on this question. But what got my attention recently was a reference to SEO in a prime time television show (one of the legal dramas) on one of the major US networks. It went something like this:

Lawyer: “What are you concerned about?”

Client: “I’m concerned that the jury will have a negative reaction to my profession; a lot of people don’t like what I do”.

Lawyer: “What is it that you do?”

Client: “I perform search engine optimization.”

When it hits primetime TV, you know the topic has entered the consciousness of the masses. And in this case, not in a good way!

For the uninitiated, SEO is an acronym for “Search Engine Optimization.” Wikipedia defines SEO as “the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results”. This is done by various methods, but the two most important aspects are creating relevant content on your website, and gaining links to your site from outside websites.

How can this be so bad? Well, like any other form of marketing it can be taken to extremes. Because it’s so valuable to appear near the top of a search results page in a search engine like Google, some will do practically anything to make that happen. And that’s what causes the problems. Techniques that the Search Engines consider inappropriate are called “Black Hat”; the page results that are listed inappropriately are referred to as “search spam” or “SEO spam”.

All this simply means that when you type in a search phrase into Google, for instance, you are presented with a bunch of websites that aren’t appropriate for what you were looking for. I’m sure you’ve all done a search, and the top sites that pop up have absolutely no value. The results might show a poorly constructed “Directory” aimed at a particular vertical topic, but really isn’t useful except to its owner trying to get Ad clicks. Or a site stuffed with a huge number of articles–none original or written by the site owner, and sometimes even modified by computer program to make it look “original”, but in actuality making it practically unreadable to humans.

Arguments for SEO

  • It’s just a marketing technique like any other, just like Press Relations in the “real” world. Why can’t you use all the tools at your disposal to make sure that your website is visible to your target audience?
  • “White Hat” SEO techniques are above board and available to everyone. What’s wrong with writing appropriate content for your site, and requesting backlinks from other compatible sites on the web? If you do a better job than your competitors, or they don’t choose to use these methods, that’s simply you beating them in the marketplace.
  • White Hat SEO is really just an acceleration of and a focus on the very things that happen naturally for a successful company on the web: Attractive onsite and offsite content, with a large number of links to your site from other sites with a compatible focus.
  • The “Black Hats” will always be around–the only way to avoid being left in the dust by these scoundrels is to use (legitimate) SEO techniques to compete for position in the search results–or they win by default.

Arguments against SEO

  • Any technique designed ONLY to move a website up in the search engine results pages (SERPS) is by definition cheating and not legitimate.
  • SEO is a slippery slope; there really is not sharp dividing line between “white hat” and “black hat” techniques.
  • Search Engines work best without any efforts to circumvent the “natural” results; any manual intervention to change them is a distortion of the real world, and therefore inefficient for the market.
  • Buying or otherwise obtaining links that you wouldn’t get naturally is deceptive, and therefore of no value and even immoral.
  • Content stuffed with keywords simply to rank high–rather than inform–is also of no value and is ruinous to the beautiful Internet.

The irony of this controversy is that inbound marketing techniques like SEO originally held the promise to marketers of largely avoiding the negative stigma associated with more direct methods. Now, it appears that the term “SEO” has gotten a negative connation in the web marketing world, much like all direct email marketing is considered by many to be SPAM. It’s apparently gotten bad enough that the term “SEO” has completely fallen out of favor with some; “Content Marketing” and “Inbound Marketing” are two new code phrases for what really is just SEO in a repackaged form.

My view is that this is a real shame. In the email world, there are legitimate direct email marketers, offering real products and doing their best to target their offerings to interested prospects. These companies shouldn’t be lumped in with Spammers who are nearly breaking our email systems with endless numbers of fake Viagra ads. In the same way, companies using standard SEO methods to ensure their target prospects can find them, shouldn’t be thrown together with the black hats who distort search engine results while trying to make a quick buck. I realize many folks don’t make this distinction. What’s your view? Post a comment to let us know where you come down in this argument.

Follow Phil Morettini and Morettini on Management via Twitter, Facebook, LinkedIn, RSS, or the PJM Consulting Quarterly Newsletter. Contact Phil directly at info@pjmconsult.com

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7 Comments by admin on February 15, 2011
filed in B2C, Corporate Strategy, Marcom, Online Marketing, Promotion
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Google Chrome–a Strategic Platform or just another Browser?

Google’s new Chrome Browser came out a few weeks ago to quite a bit of attention. It’s big news 1) because it’s from Google and 2) it brings back memories of the “browser wars”, and seems like it could potentially signal the next big battleground in the intense rivalry between Google and Microsoft.

I’ve downloaded Chrome and played with it a bit, but this isn’t intended to be a technical review of Chrome’s merits. It seems reasonably snappy, and has Google’s typical minimalist design philosophy, including a single box for multiple functions (search, address bar, etc.). Your personal preferences will decide whether you like that or not. It has some nice features such as tabbed browsing, which theoretically should prevent one bad browser window from crashing all open browser windows–much like when Windows became multi-threaded. Nice stuff, but doesn’t really fundamentally change the browser game. But technically it’s still a beta anyway (of course just about everything is with Google), and it will evolve over time–so it’s not really time to judge it from a technical perspective anyway.

What I want to do is to examine Chrome as a strategic move by Google with respect to the software and online worlds–what does it really mean, where will it take the market, and what are its chances for success?

Let’s take a look at some of the potential ways that Chrome could affect the marketplace:

A Better Browser
Of course, PR propaganda always will say that this is the “real” reason for bringing out a new product such as this. When I was at HP we used to call this “making a contribution to the market”. Google in particular often gets sanctimonious about this type of thing, with all their “do no evil” and saving the world stuff. Does the world really need another, better browser? Not sure. Firefox and Safari, to name two, are already probably technically superior to IE, and while they’ve made some inroads in the marketplace, they still trail Microsoft by a wide margin. But history tells us that competition is a good thing, and a step forward on major platform like a browser can certainly be thought of as a gateway to allow software innovation to develop faster. Having a company like Google enter the fray should increase rate of innovation that’s possible in the online market.

An Application Development Platform
This is the position that many pundits suspect may be the major impact of Google’s move. In their introduction, Google talked quite a bit about “remaking” the browser for Web 3.0, if you will. And a fresh approach does make sense, given that Internet Explorer was conceived long before serious online applications were envisioned for the Web. With SaaS and Web 2-3-4.0 currently all the rage, having a browser platform designed from the bottom up to accommodate online software applications should be a good thing. If it’s all it’s cracked up to be, this could conceivably be a game-changer and a real threat to Microsoft. The key here is how much of the talk about re-architecting the Browser is real, and how much is hype. This will become more apparent over time as Chrome is further developed, and application developers take a look to see if there truly are features they can take advantage of to build better online apps for users.

An Additional Way To Track User Behavior
This is one of the more cynical viewpoints as to the major motivation behind Google’s introduction of Chrome. The thinking is that this is one more insidious move by Google to “big brother” your online activity. It’s no secret that Google uses web activity data they collect by various means (such as Google Analytics) to fine-tune their advertising business. Certainly owning browser could be seen as the “holy grail” towards creating a complete characterization of online activity. What else might they use this data for, in addition to fine tuning their advertising platform? That’s the question and concern.

A Way To Drive More Search Traffic And Adwords Revenue
Along the same lines as the bullet point directly above, owning the browser could be seen as the ultimate in terms of driving web traffic toward Google’s Adwords online advertising. The first thing you see upon downloading Chrome is the opportunity to switch to Google as your default search engine. How much will they do in this regard, either subtly or in a straightforward manner? As stated above, at a minimum, it gives them the opportunity to make Google the default search engine, which is critical to their base business. Only time will tell how much of a factor this is in Google’s Chrome strategy.

A “Real” Competitor Aimed At Microsoft IE To Make Them Defend Their Turf
Of all the bullet points I’m raising, this is the one I’m most sure of. Google and Microsoft are locked in one of those classic death matches for online software supremacy, and don’t miss an opportunity to tweak their arch-rival and make them sweat a bit. Going back to the application development argument above, there is a feeling that Chrome could serve as the basis for a suite of online Google apps to threaten obsolescence for Microsoft’s desktop software business. I don’t doubt that Google may try to do this. But even if from a technical and marketing perspective Chrome is only a modest success, it almost certainly will get Microsoft’s attention and cause them to expend resources and management attention on browser technology, to an extent they may not have preferred.

SUMMARY
Chrome is intriguing, but it’s too early to tell for sure what the major reason is for this Google initiative. They may not even know for sure themselves at this point. But the product, and more importantly the move itself, will likely make Microsoft react. The ensuing competition should be all good for the user and developer communities, as long as it doesn’t take us toward another tiresome and market-paralyzing “platform API” war. I’ll be following the future development of Chrome closely to see where it takes us–how about you?

Phil Morettini
PJM Consulting
http://www.pjmconsult.com/

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No Comments by admin on October 9, 2008
filed in Corporate Strategy, Product Marketing/Management, SaaS, Software/Product Development
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More SEO Tools

From time to time, I let you know about some of the more useful (out of the abundant crop available on the Internet!) online tools for Search Engine Optimization (SEO) that I have come across. So here’s the latest batch of valuable, and free, widgets that I’ve found:

The first is a site that checks on all of your back links, with a twist: it actually details not only the back link itself, but the anchor text associated with the link. For those of you sophisticated about SEO for your website, you’ll know that this is very important information. There are a couple of reasons why this is important. First of all, the search engines use anchor text to associate your site with keywords that might be searched on in that engine, and uses this information in it’s search rankings. So it’s very important to have your most important keywords show up as anchor text on as many back links as you can manage. Secondly, if the search engines find that the anchor text on your back links is too repetitive, the engines will penalize you from a ranking perspective. The reason is that if the anchor text on all of your back links reads the same, Google and the other engines assume that the links are “manufactured” by the owner of the site–rather than generated naturally as a result of your site being interesting to others. So I highly recommend that you check out and use this tool:

Backlink Anchor Text Checker

A similar tool is the “C Class Back Link Analyzer”. Once again, this is a tool for those sophisticated about SEO. The “C” Class Back Link Analyzer investigates the links pointing to a website, and then groups them according to the IP addresses they result from. If one back link comes from 54.37.14.5 and another comes from 54.37.14.6, the tool would group together. Links which come from the same C-Class IP are likely to be hosted by the same company, often lowering the site’s search engine ranking.

“C” Class Back Link Analyzer

One last esoteric tool for the true SEO fanatics out there. It’s called Deep Link Ratio Calculator. This tool measure the number of links to pages on your site other than the Index/Home Page, divided by the total number linked to your site. This is important because the Search Engines consider these “Deep Links” to be more “natural”, more likely the result of someone creating a link to some great content in your site (as opposed to you listing your own site in a directory, for example). So this neat tool can give you another view of how “natural” the Search Engines are viewing the links to your site.

Deep Link Ratio Calculator

Finally, I present “yet another” Keyword Suggestion tool. I know, there are lots of them out there, but I find that when you’re looking to generate keywords for SEO on a site, or when starting a PPC campaign, there are never enough good tools. This Suggestion tool claims to accumulate and report Keyword variations from the six most major search engines. Give it a shot and report back how it goes.

Keyword Suggestion Tool

I hope that you find these online SEO tools useful–post a comment and let me know!

Phil Morettini
PJM Consulting
www.pjmconsult.com

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No Comments by admin on September 28, 2007
filed in B2C, Marcom, Online Marketing, Promotion, Social media
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Search Engine Optimization (SEO) Through Online Bookmarking

I’ve spent a fair amount of time talking about Search Engine Optimization in the past. The reason is that in the new century, this is as fundamental to marketing success as print advertising in the last fifty years, and maybe billboard advertising in the fifty years previous to the last fifty. The details and tactics of marketing change, but goals don’t really–getting your products and business in front of prospective customers. It would be really hard to find a business of any size these days that doesn’t have a website. If they don’t, they are probably on the same path as the carriage builders of the early 1900’s–becoming extinct.

That’s why I spend so much time exploring SEO: it is nearly universally critical to the market presence of every company, especially high tech and software companies. So here is one more new technique that you can use to build your company’s Internet presence, including the always present goal of improving your ranking in Search Engine Results for the keywords important to your business.

ONLINE SOCIAL BOOKMARKING

Online bookmarking, also known as “tagging” is a way of making available to others online, your recommendations on interesting content to visit on the Internet. Think of it as making your browser “bookmarks” or “Favorites” available publicly. In fact, most social bookmarking services allow you to upload your bookmarks/favorites into their system to streamline the process. You often have the choice of making your bookmarks available to just people you are acquainted with, or broadly to the public.

While this is a neat thing to do for a consumer from a Web 2.0 perspective, this activity also can have application to online marketers, if used correctly. You simply bookmark or tag the articles that you’ve written and posted online, press releases, news stories, etc.–any important and interesting content related to your company. In doing this, you get the opportunity to include your name, company name and a link to your company’s website in the tag detail. This will create some organic traffic to your site, but will also be of assistance in improving the SEO rankings of your site.

Some people consider this to be spamming, but it really isn’t. You are simply tagging interesting things for people in your industry to find easily. I recommend that you also include your other interesting bookmarks along with your company-specific content, to minimize any concerns.

Now this is a bit of work, even for one social networking service. For maximum effect, you want to cover as many social networking services as possible.

I’ve come across another great, free website that’s assists you in doing just that, greatly limiting the labor involved. It’s called ONLYWIRE. You can use this site to place a tag across multiple social bookmark sites(currently 16 different sites). Using OnlyWire you only have to place the tag once, instead of 16 different times if you tried to do this manually. It requires you to visit the 16 sites and open an account first (which you’d have to do anyway), which is a bit of work–but OnlyWire then increases your productivity tremendously from there on. I’ve been using it for a couple of months and found it to work great. Give it a shot and let me know what you think!

Phil Morettini
PJM Consulting
www.pjmconsult.com

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No Comments by admin on February 1, 2007
filed in Online Marketing, Promotion, Social media, Startup/Early Stage
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