Marketing

Ask a non-sales person what comes to mind when they hear the term cold calling and you’ll run into grunts and sighs, half joking but not really joking insults, and an endless trail of unreal horror stories; the notorious salesman / saleswoman who doesn’t take no for an answer, getting rung up by the same carpet cleaning company 5 times within the span of 3 weeks, the fast talking insurance guy who swings into the office unannounced with dollar signs in his eyes. Sales people, the harbingers of unpleasantness. Maybe you’ve met some of these characters?

I should I know, I was one of these characters. I took a job out of highschool as a rep for a company that promised to get clients to the top of Google by marking up and reselling monthly AdWords packages. The pitch was simple, “Hello, would you like to be on Google? … Great! It’ll only cost $299 a month. What credit card would you like to use today?” Maybe I was naive (OK, it was a stupid decision), but I thought it might be fun. Unsurprisingly after a week I began hating myself and loathed having to get up in the morning. Each rep was making 70 to 100 blind cold calls a day and not one customer ever felt happy to hear from us. 50% of those who bought ended up canceling their order within the first 5 hours. I’m sure there are worse companies to work for, but I can’t think of many. After two weeks I left without giving notice and vowed to never do sales again if it meant crossing the line on what I thought was ethical behavior. Remember the golden rule? Treat others how you want to be treated, as in don’t sell to others in the same way you hate being sold to.

Sleazeball sales tactics aside, it’s unfathomable and unreasonable for most companies to eliminate their sales force and set in systems for outbound prospecting. Sales is the engine that makes the whole thing run. Make no mistake, I can live without marketing and PR, bookkeeping, and tech people, I’ll find a way, but throw out sales and the ship is sunk. Recruit a good sales team and you’ve got the building blocks for a successful company. NOTHING happens without sales of some kind, so any talk of eliminating or replacing it altogether is utter rubbish and can’t be taken seriously.

However, is it time to rethink and change how sales is conducted in relation to inbound marketing? Heck yes it is. I’m a fan of how online consultancy Software Advice framed the debate recently with one of their Google+ hangouts, the synopsis being that inbound lead generation is still experiencing heavy growth and has ushered in a new school of thinking based in permission marketing and sales.

“As the Web continues to empower B2B buyers, we’re likely to see a continued shift toward inbound marketing. But using intelligent, data-driven calling to generate leads shouldn’t be ruled out just yet.” – Derek Singleton

Cold calling will always be around, get used to it, but from a marketing perspective there’s still much to be done in terms of humanizing the process. Maybe it’s cliché, but isn’t sales supposed to be a conversation, one in which both parties are communicating wants and needs, setting expectations, and finding middle ground? A give and take where both sides walk out ahead? It’s a bit romantic to think that sales and online marketing can join forces when each have different objectives, however at the end of the day it’s still all about moving the needle. The question here is what can be done to eliminate friction and make sure that leads are overqualified, even to the extent that a sales call borders on being enjoyable. Years ago I’d do anything for just one warm conversation as opposed to a frustrated, rushed, and chaotic one. Today I’m of the opinion that nobody, on either end of the line, should have to settle for the latter. If that’s not the case, maybe it’s time for a change of scenery or a shakeup in how business is done. Do you sleep well at night? I know I do.

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There’s a virus spreading around, and not just here in the valley, it’s been spotted in Seattle, New York, Boston, and all across the country. The scientific classification… I’m not sure, but I’m calling it me too syndrome.

Never heard of it? It’s when a startup gives up on innovation, throws in the towel on creative thinking, and says “me too” to whatever everyone else is doing. If unchecked for too long the side effects become nearly irreversible.

Symptoms to watch out for

Do you find yourself not just watching the competition, but excessively imitating their every move?

Competitor A has a Pinterest account –  quick! let’s create one, spend hours every week pinning random garbage, and soon we’ll be just as awesome.

Competitor B has an iPhone, iPad, Facebook, (insert name of platform here) app – quick! let’s pay a freelance developer $1000 to build one so we can seize the opportunity.

Competitor C has X amount of inbound links, Twitter followers, or positive reviews – quick! let’s make it a top priority to have just as much, if not more.

Competitor D is blogging 5 times a week and has just released an incredible infographic – quick! let’s work 20 extra hours a week, stock up on energy drinks, ignore our families, and try and do the same.

Treatment

Warning: Treating me too syndrome isn’t always easy, especially if an ignorant coworker / founder is calling the shots, however if you catch it early enough it *might* be curable.

Step 1. Get back to your unique value proposition

What makes you unique? What does your startup do that nobody else can, or in what way are you different than all of the competition? Is it outstanding customer service, or incredible value for the price? Maybe it’s minimal design or a compelling, feels good, giving back to the world type of mantra. Whatever it is, narrow in on it and let it guide you on what to do next.

Step 2. Advocate for quality

It doesn’t matter what marketing campaign or big branding move you want to pull if it ends up bombing. Take some time, have a plan, and execute to your teams fullest capabilities. If this means spending a couple thousand (thousands, not hundreds) on a whitepaper, then so be it. If this means working with some fresh talent to better express your ideas, then so be it. Make sure that whatever you do, be it small or big, is of high quality.

Step 3. Stop copying the giants

Airbnb can work up plenty of jaw dropping marketing initiatives, because well… they’ve got a super talented staff and over 100 million in funding to pull from. You and me though, our startups are just babies (maybe not, but probably). The game is much different. To stand out you can’t just simply copy the competition, it’s not going to be enough. Stick to what works, but never be afraid to experiment with new tactics.

Always play to win

Saying me too is a giveaway that you’re following and not leading. Playing for 2nd or 3rd or the N’th position in a crowded market can still be rewarding, but there’s nothing like being out front. If you’re not playing to win, it’s likely that you’re not going to.

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Many companies try to market themselves on their own. The problem is that expertise in technology can only go so far when it comes to building a brand, creating influence and inspiring the kind of word of mouth that can lead to more sales.

Without an understanding of how the world of print, digital and social media work, marketing efforts can fall flat or become a giant waste of time. These are three possible signs a company may need to enlist the expertise of a public relations firm.

1. Not enough press. When an industry publication or blogger mentions your company, it’s one thing. When those publications tell a story about your company in a way that inspires readers to find out more or even buy from you, that’s another. Random and casual media coverage will not grow a business.
2. You’re boring. Companies that create technology are often so close to it, they only see the original problem and solution. This story can’t be the only one a business tells. Publications lose business without interesting news. PR firms can help find interesting stories and know how to develop a media list, research writers and plan editorials.
3. The CEO isn’t friendly with media. Company founders often can’t imagine why anyone would not be as excited as they are about their company. If a CEO insists that someone look at their product and is too pushy that can start things off on the wrong foot and kill any chance of coverage in the future.

We wrote about how foursquare is finally growing up and with the introduction of their local updates feature, they’re one step closer to advertising. Local updates from businesses gives the merchants on foursquare (nearly one million of them) a chance to communicate their offers to those who will appreciate them the most. The updates will show up from the places you frequent the most on your friends tab. Looking to explore a new city? You will be able to see the local updates, “kind of like the chalkboard where a restaurant writes its daily specials,” says foursquare.

The service is currently free for merchants and is not just limited to restaurants. Universities and chain stores, such as H&M, have also signed up for the service. This means that there will be a broader range of use for the service, in addition to just daily specials and coupons. The best part is that there is no extra work for the user, unless they no longer want updates from a business.

With local updates, businesses are allowed to send up to three pictures, a text message and any updates on promotions or new deals. The updates won’t have any push notifications attached and will only be received by current customers who are within a certain proximity to the location. Updates will also be available to users who look for places in Explore.

On the business side, this provides an additional way for brands to communicate with its users and potential customers. This could lead towards targeted advertising on foursquare based on who’s checked into it, or potential customers who have yet to explore your services. It’s worth checking out while it’s still free to see if this is something that should be incorporated into your marketing and advertising strategy. At the very least, it’s just one more way to show your loyal customers your appreciation.

Image credit: foursquare

Once upon a time, talk of brand loyalty orbited around products like detergent, deodorant, cars and Coca-cola; tangible consumer products. Now, in the Digital Age, the biggest brand wars are fought among intangibles, and Web browsers are a highly contested battleground.

A new report from StatCounter shows that the new brawler in the winner’s circle is Google Chrome, which has managed to surpass Microsoft’s Internet Explorer (IE) as the world’s leading Web browser.

Web browser use is a highly personalized and particular experience, and a big reason why loyalty is sustained over time. Decisions are made based on computer speed and security, but people also become accustomed to particular arrangements of tabs and tools, and specialized functionality.

Browsers are always being tweaked to improve performance and ease of use, but it is done so carefully and with the loyal customer always in mind. It’s hard to say whether Google is getting more things right or that Microsoft has dropped the ball, though, because IE is still the favorite by a large margin in the US; Chrome only dominates in terms of global use demographics.

Further complicating the news is that some critics question StatCounter’s methods of data collection. ComScore, which also tracks Internet data, agrees with StatCounter’s results, however, and it is generally not debated that Chrome’s star is rising in the browser universe. What’s also clear is that love for IE is fading, which has more to do with Chrome’s leapfrogging than any sharp gains in Chrome fans.

So, what is it that makes Chrome the global go-to for browsing? One easy assumption to make is that it’s because it’s so easily associated with Google’s powerhouse search engine. Chrome naturally defaults to the Google search page, while IE defaults to Microsoft’s Bing search platform. Of course, browser users can use any search engines they want and reset the defaults, but there’s a lot to be said for convenience in the consumer world – and particularly when it comes to using the Internet.

Chrome may be the disputed champion today, but Web browser rankings are not an exact science and the winds of change blow strongly on the Information Superhighway. Microsoft is far from done with the fight, as evidenced by its data-heavy blog response that basically dragged StatCounter’s results through the mud.

The good news for users is that all this carping and competition usually results in even better-performing browsers, and so while Google may win today it is Internet users who will reap the rewards now and in the future.

If you own a business, have a website, or are trying to push a product, idea, or service via the internet than like it or not marketing is part of your job. No matter what official job title you may have, to some degree or another you are a marketer. When it comes to internet marketing specifically there’s a common pitfall that surfaces often, from those of us who are cool and casual in our work, to the most obsessive and diligent, and every conceivable person in between.

It’s the problem of trying to do too much, too quickly, with too little resources.
And then expecting spectacular results.

We all have strengths and weaknesses, limitations and boundaries, things we’re really attracted to and things we’d rather not focus on unless absolutely necessary.

Instead of trying to be a jack of all trades, why not narrow in on what you’re good at and own it thoroughly?

I have a friend who is an analytical type of thinker, great with numbers, and thus enjoys doing all of his own bookkeeping for his business. When it comes to web design though, he’s far beyond clueless. After spending several hours a day for months trying to build a new site, eventually he caved and hired a talented designer who built him a pro looking site from scratch that was up in less than two weeks. With the site out of the way he was able to get back to business as usual and focus on the work he does best. Clearly for my friend it didn’t make sense to hire a bookkeeper, but it was a smart choice to hire a web designer.

What activity or activities are you doing that are best left to someone else?

What activity or activities are you doing that only you should be doing?

Does your company have a blog?
Yes. OK, but are you the one who should be writing?

Do you have a link building strategy?
Yes. OK, but do you know how to execute it?

Do you want to a launch a video series on YouTube?
Yes. OK, but do you have the creative vision?

Do you have a Facebook page?
Not yet. OK, do you know how to best use Facebook from a branding perspective?

What are your weaknesses?

Can they be improved through education, training, or a little bit of experience?

And if so, is it not better to pass it off to the experts?

These are the sometimes tough but necessary questions that I don’t see enough people asking. The alternative is that an overly ambitious team or individual tries to jump into an internet marketing campaign only to later fall flat on their face. It’s not a pretty sight.

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Many companies try to market themselves on their own. The problem is that expertise in technology can only go so far when it comes to building a brand, creating influence and inspiring the kind of word of mouth that can lead to more sales.

Without an understanding of how the world of print, digital and social media work, marketing efforts can fall flat or become a giant waste of time. These are three possible signs a company may need to enlist the expertise of a public relations firm.

1. Not enough press. When an industry publication or blogger mentions your company, it’s one thing. When those publications tell a story about your company in a way that inspires readers to find out more or even buy from you, that’s another. Random and casual media coverage will not grow a business.
2. You’re boring. Companies that create technology are often so close to it, they only see the original problem and solution. This story can’t be the only one a business tells. Publications lose business without interesting news. PR firms can help find interesting stories and know how to develop a media list, research writers and plan editorials.
3. The CEO isn’t friendly with media. Company founders often can’t imagine why anyone would not be as excited as they are about their company. If a CEO insists that someone look at their product and is too pushy that can start things off on the wrong foot and kill any chance of coverage in the future.

You know you have a great business idea. You know you have a great start-up team. You even know a great deal about your industry’s trends. But – how great is your knowledge of the competitive landscape you face? Will it be enough to successfully market your start-up at launch?

Most start-up teams answer this question with a resounding “Yes!” and yet they often fall into the trap of analyzing their competition solely based on product differences and innovations. Product innovation is often critical for success and should be a focus, however, history is littered with failed start-ups that had superior products but faltered marketing them within a competitive landscape. So, while your team is busy building a better mouse trap, your ultimate success still likely hinges on how well you know your space and how you plan to market your start-up within it. Luckily, we live in an age where it is possible to study your competition relatively quickly and cheaply—helping increase your odds of success without using up precious resources.

Many aspects of your competition may warrant analysis and your space may include a large number of competitors, thus it is critical to be organized as you attempt to better know your space. Before digging too deep, create a system for how you will absorb and track this information (Who owns this task? How is it reported/summarized?). People and organizations learn differently, but ultimately you will want to create “living documents” that display important variables and paint a realistic snapshot of the marketing strategies implored in your space. This exercise serves two important purposes. First, it helps you understand which strategies are working well in your space and which are not— information that can save your start-up a tremendous amount of time and effort. Marketing is not a perfect science and can involve a lot of costly trial and error. Your start-up will make some mistakes too but learning from others’ mistakes is free and gives you a great head start. Secondly, and perhaps more importantly, this exercise will help you identify opportunities for new marketing strategies in your space. Start-up teams often pride themselves on being innovative with their product development but fall short in tapping into that same creativity when developing their marketing strategy. The truth is marketing innovation can be just as important to a successful launch as product innovation. Look no further than the successful marketing strategies of Axe grooming products and GoDaddy.com – both of whom realized that, surprisingly, no competitors in their respective spaces were marketing to men using sex as a lure.

In terms of which aspects of the competition’s marketing strategies are best to analyze (aside from product development), I recommend the following to get you started:

Customer Trends and Demographics

Though this seems like an obvious aspect for a start-up team to understand about their space, one only needs to view a handful of business plans and their lofty projections to know that many entrepreneurs do not have a realistic understanding of the competitive landscape they face. While aggregate data from industry sites is very helpful, looking at web site data for particular competitors can reveal a number of important insights such as short and long-term growth rates, seasonality, bounces from large marketing campaigns or pricing changes, and changes in customer demographics. While this information is particular to the online channel, it still serves as a good proxy for understanding a competitor on the whole. Compete, Alexa, and Comscore are among those sites that excel at providing such data. Please remember, as with all research, it is best to use multiple sources if possible to confirm your assumptions.

Marketing Mix

From search and social media to direct mail and TV ads, today’s businesses have a plethora of ways in which to connect with potential customers. The marketing mix chosen by your competitors can tell you a great deal about who they see as potential customers, how they hope to influence purchasing decisions, and indicate the marketing dollars at their disposal. Companies often give clues about their marketing mix in their financial statements (if public) and presentations or during interviews with such sites as Advertising Age or Internet Retailer. A number of web sites estimate efforts within particular marketing channels, such as Wild Fire Social Media Monitoring, iSpionage, and Yureekah. It is also important to sign up for competitors’ emails and social media offerings. I recommend doing so via a single, team-shared e-mail /social media profile so that anyone on your team can log-in and quickly view all your competitors’ social communications in one spot.

Once you have your gathering and reporting system in place and start tracking competitors, you will hone in on the variables that are most important to your decision-making and your start-up team will become well-versed in the existing marketing strategies within your space. This knowledge will empower your team to make wise marketing choices when launching your start-up. Whether it is avoiding costly mistakes others have made, building upon proven strategies, or finding ways to bring innovation to your marketing efforts, if you really want to win the race… know your space!

Randy Brians is a Senior Online Marketing Consultant at Sparkplug Digital and is a member of the Strategy and Competitive Intelligence Professionals (SCIP) network. Randy welcomes questions and comments here or via e-mail at randy@sparkplugdigital.com