Tag Archives: Visibility

How Do You Boost Awareness of Your Products and Services? Seven Suggestions

Situation: A CEO wants to increase awareness of company products and services. They have a strong customer list and a long history of successful projects. How to they increase awareness among potential customer decision-makers? How do you boost awareness of your products and services?

Advice from the CEOs:

  • There are three stages to a good awareness strategy:
    • Visibility
    • Credibility
    • Profitability
  • The company already has great products and services. Hire a quality PR Firm and have them highlight this for company trade shows, blogs, YouTube, etc.
  • The objective is not broad awareness but getting to specific decision-makers – what will get to them?
    • Generate broad awareness of company capabilities through entertaining videos to excite the team members of prospect companies who report to the decision makers.
    • This is a complex strategic sell. If recommenders think that the company’s stuff is cool they will pass the word – create a campaign to encourage this.
  • The priority is to close more business. Why not brand or co-brand and promote the company’s products? This may ease reaching the target decision makers.
  • The PR advice is good – but how will this play to the crowd that’s writing the check?
    • What makes current customers comfortable working with the company? Is it repeatability?  Credibility? Creativity? Referenceability? Decide which it is and highlight it.
    • Everything that the company is doing on the “cool” side falls under the marketing strategy. Efforts in PR and sales must support this marketing strategy.
  • Consider a campaign on YouTube – How do the parts of “Sally” work? How did we design it?  This attracts a smaller audience, but it may be the right audience.
  • Within company capabilities, there are two distinctions to clarify – both are important but require different emphasis:
    • Innovating the product
    • Innovating the process – making it happen

How Do You Boost Your Internet Marketing? Six Guidelines

Situation: A company wants to boost their marketing through the Internet. They have had a web site for years, but the site doesn’t bring in much new business. How do you optimize visibility for your web site, and how do you boost your Internet marketing?

Advice from the CEOs:

  • Among search engines, despite Microsoft’s efforts to boost Bing’s presence, Google is the elephant in the room. They host 65% of search engine traffic, and represent 75% of buying activity. Google writes the rules, others copy.
  • As an exercise to test your web presence, go to Google and search for your company and city. See whether you appear in the local directory. If not, have your web master put your address and phone number on each page of your web site. If you can’t find yourself or easily find your contact information, others won’t be able to find you either.
  • Use the Google External Keyword tool – just search and you’ll find it. This will help you to tailor your key words so that potential customers will find you. Another tool is wordtracker.com. Both will show you domestic and international hit rates over the last month on different key words.
  • What is the optimal number of words per web page? About 250. Put your key words in your titles, in the first sentence and the last sentence of the first paragraph.
  • The typical web user will form a lasting impression of your web site in the first 3 seconds. Can they find information easily? Is the layout pleasant? Is it informative? Does it have the information that they’re looking for?
  • Hitting high on Google searches counts. Only 20% of viewers will go to Page 2 of a search, and most only go 5 hits deep on Page 1.
  • Stay fresh. Change SOMETHING about your site at least monthly.
  • Thanks to Kevin Dean of WSI NetAdvantage for his contribution to this discussion.

What are the Strategic Components of a Marketing Plan?

Interview with Sanjay Sathe, President & CEO, RiseSmart.com

Situation: RiseSmart’s top opportunities are to increase visibility and gain market share. What are the most important strategic components of an effective marketing program?

Advice:

  • The best marketing plans don’t start with your company, product or service, They start with a focus on your customers, and the benefits you can deliver to them.
  • That means your first step should be to identify who your customers are.
    • This can be challenging in B2B businesses. For example, with RiseSmart’s outplacement solution, Transition Concierge, we have several possible customers: the HR department at the company seeking outplacement services; the CFO at these companies; the HR department at companies seeking good candidates; and the individuals who are going through outplacement and seeking new positions.
    • Each of these audiences has different objectives, priorities and approaches. To succeed, we need to connect to each of them where they are.
  • After you have identified your target customers, the next step is to develop messaging and message delivery systems that capture and maintain their attention.
    • Your messaging must express a differentiation that is easy to grasp – something that clearly sets you apart from your competition.  In technology marketing, Apple’s 1984 Super Bowl commercial, with its man-versus-machine contrast, is one of the most famous examples of this.
    • Your campaign must consistently touch your potential customer base. Research suggests that this requires a minimum of 4-5 touches to effectively gain customer attention and communicate your message.
    • Accompanying the messaging and the increased visibility that you seek, you must have an effective way to respond promptly and directly to customer interest or inquiries. Rapid and responsive follow-up are critical to success.

You can contact Sanjay Sathe at ssathe@risesmart.com

Key Words: Market Share, Visibility, Customer, Message, Differentiation, Consistency, Touches, Follow-up