|By David Strom||
|November 7, 2012 12:19 PM EST||
If you run a small business and aren’t an expert in online technologies, you will end up in one of three situations:
- you will quickly learn how to do some of the more important aspects of online marketing yourself,
- you will pay a lot of money to people who are experts in taking your money and little else, or
- you will ignore the online world and continue to wallow in your Luddite-ness while others are building their businesses.
Here is my guide on how to avoid the latter two end states and get smarter about online marketing.
I have been spending time with a friend of mine who owns her own retail interior design business. Earlier this year, she decided to grow her business using online marketing. Over the past several months, she has acquired new customers and found her niche. But it hasn’t been easy. She has had to attack the online world on several fronts, and develop an expertise in Google AdWords, Houzz.com, HomeAdvisor.com, and Angie’s List. She needed to beef up a simple WordPress-based website, and learn how to screen consultants offering her a variety of deals, some pricey, some ineffective, and some that were just plain scams.
Let’s start with the website. Any retail business today needs a solid website that shows their product, contains recommendations from satisfied customers, and makes it easy for a potential customer to research the firm and understand what products and services are offered and at what price points. I told my friend to look around the Web and find a couple of local sites that she liked and then call the business owners and find out who developed the sites. With one restaurant, the site was beautiful but it was $40,000. Another consultant wanted $4,000. Nice but still a bit pricey, and this consultant wanted to build a site from the ground up in Drupal, which I had my doubts that my friend could maintain over time. She ended up with a third consultant who used a nice WordPress template. That was attractive because she already had some familiarity with WordPress and could make the changes herself. Total spend so far: $1,000.
To populate the website, she needed photos of her work. She found a budding photographer who could do appropriately lit interior shots at low cost, and would send her digital images along with watermarks to distribute online. Another $1000.
Then she heard about Houzz.com, a wonderful social media site. Designers post their pictures of their rooms and objects in them; the public indicates their preferences. Clients post their reviews of both. In the past, my friend has had to carry around a looseleaf notebook filled with clips from shelter magazines for her clients to indicate a preference. Now she can do it digitally.
But Houzz, and other specialty communities like it have another function. By writing comments on these discussion forums, she is sharing her knowledge with the people most likely to hire her. It doesn’t cost her anything to participate in these forums, other than her time, and she is reaching a ready-made audience of thousands of customers. As a result, she has gotten new clients and her work has been featured in regional design magazines.
The next step was expanding her reach to other places that people would look at when hiring a designer. Here sites such as HomeAdvisor and Angie’s List come into play. There are a variety of rules and regulations for each site, and how you get recommendations posted on each. Part of the trick here is again finding the right specialty sites that have the best fit in your particular market segment.
The next step was understanding and using Google AdWords to create a series of paid search ads that would direct visitors to her website. This is an entire world unto itself, and required spending some money and experimenting with various ad campaigns, keyword selection, and geo-targeting her ads. A good place to read about this world is in a series of posts by small business owner Paul Downs about his furniture making business on the NY Times Boss blog.
Downs writes, “Basic ad group maintenance requires checking how many e-mail inquiries we get, whether the click-through rates are comparable to the overall campaign, which keywords generate the most traffic, and whether the ads are being triggered by searches that are relevant.” He adjusts his keywords constantly to tune his AdWords spending, even creating negative keywords to prevent wasting money. Part of the challenge here is in understanding what you are paying for, too. Google “tells you what level of spending — the maximum recommended amount — it would take to buy the rest of the clicks. What it leaves out is that the additional clicks you buy may not be of sufficient quality to result in additional sales.”
Part of Downs’ marketing pipeline is taking the inquiries from his paid search campaigns and qualifying them. He has two salesmen that use a ten-question survey to ask what kind of furniture they want to purchase. He then produces a classy proposal that is easy to understand and can be passed up the decision food chain to the ultimate decision-maker, without tying up a lot of his time in the process.
The challenge of AdWords is in the amount of data you have to look at to understand what you are doing, where you are spending your money, and how to improve your campaigns. “Beyond the most important number (monthly sales), I look at Web site traffic; the number of inquiries coming in each day, week, and month; the number of proposals written; and how much each salesman contributes to these totals.”
Downs’ business was humming along until earlier this year, when he introduced a new and lower-cost product. After months of seeing his total sales volume drop, he realized that he was wasting his Google AdWords spending on clicks from non-profits and schools, foregoing clicks on bosses and less-price sensitive potential buyers. “By all of its own metrics, the AdWords campaign was a home run. I had received lots of impressions and bought lots of clicks. The only problem was that these apparently were the wrong clicks…. My AdWords spending was going to the wrong people.”
Downs spends several hundred dollars a month on his campaigns, my designer friend has a similar budget but varies it based on her availability and how many new clients she is taking on: she doesn’t want to grow too fast. She also runs short-lived campaigns because she has found that her clients are only shopping online at certain times. This way improves her ad placement (the more you spend, the higher your ad ranks on the results).
As you can see, setting all this up is time consuming, and does involve some cash outlay. You can certainly spend more and get an “SEO expert” and you can certainly spend almost no money and get something that doesn’t really deliver. The trick is finding that middle ground where you are comfortable and yet can continue to sustain or grow your business at the rate that you want.
Still to come: writing a regular blog that will feature her clients and some of her thoughts on design, and spending more time developing a following on Houzz et al. And probably an email newsletter too. It is an on-going process. None of these things cost a lot of dough, though: just time.
Part of what is going on here is balancing each of the different online tools to create what Downs calls your own business narrative: “Every day I tell myself a story about what is going on with my business, and I draft future chapters that help me decide what to do next.” The trick is making sure you don’t go too far afield and you can explain the results that you see from the various reports.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his Day 2 Keynote at @ThingsExpo, Henrik Kenani Dahlgren, Portfolio Marketing Manager at Ericsson, discussed how to plan to cooperate, partner, and form lasting all-star teams to change the...
Feb. 21, 2017 03:15 PM EST Reads: 4,449
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Feb. 21, 2017 03:15 PM EST Reads: 721
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Feb. 21, 2017 03:00 PM EST Reads: 5,934
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
Feb. 21, 2017 02:30 PM EST Reads: 1,303
"I think that everyone recognizes that for IoT to really realize its full potential and value that it is about creating ecosystems and marketplaces and that no single vendor is able to support what is required," explained Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Feb. 21, 2017 02:15 PM EST Reads: 439
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
Feb. 21, 2017 01:45 PM EST Reads: 464
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry’s single source for the cloud. Fusion’s advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
Feb. 21, 2017 01:45 PM EST Reads: 3,556
SYS-CON Events announced today that Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Ge...
Feb. 21, 2017 01:30 PM EST Reads: 1,078
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Feb. 21, 2017 01:30 PM EST Reads: 750
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Feb. 21, 2017 01:15 PM EST Reads: 1,400
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you...
Feb. 21, 2017 01:15 PM EST Reads: 1,235
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Feb. 21, 2017 12:30 PM EST Reads: 615
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
Feb. 21, 2017 12:30 PM EST Reads: 7,976
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Feb. 21, 2017 12:15 PM EST Reads: 1,353
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Feb. 21, 2017 11:45 AM EST Reads: 436
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
Feb. 21, 2017 11:45 AM EST Reads: 2,018
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Feb. 21, 2017 11:45 AM EST Reads: 1,932
Feb. 21, 2017 11:30 AM EST Reads: 5,140
TechTarget storage websites are the best online information resource for news, tips and expert advice for the storage, backup and disaster recovery markets. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies' information technology needs. By understanding these buyers' content consumption behaviors, TechTarget creates the purchase inte...
Feb. 21, 2017 11:30 AM EST Reads: 1,139
In the enterprise today, connected IoT devices are everywhere – both inside and outside corporate environments. The need to identify, manage, control and secure a quickly growing web of connections and outside devices is making the already challenging task of security even more important, and onerous. In his session at @ThingsExpo, Rich Boyer, CISO and Chief Architect for Security at NTT i3, will discuss new ways of thinking and the approaches needed to address the emerging challenges of securit...
Feb. 21, 2017 10:00 AM EST Reads: 1,379