Q2 Marketing Blog » Q2 Marketing Blog - Technology Marketing, Public Relations, Brand Consulting

Social Media–New Year’s resolution #2

Becky Sheetz-Runkle — January 05, 2009

New year. New resolve. Here is the second New Year’s Resolution for the marketing savvy. Last week’s resolution was nobody’s favorite: Clean up that marketing database. Resolution number two is much more fun.

Figure out what social media means to you. Should we start a blog (assuming you don’t have one already)? Or add a new one? How will Web 2.0 impact the way we market our company? How are our competitors using social media intelligently? Should we enable user submitted feedback? How aggressively are our competitors leveraging social media? Is anyone really reading it?

These are questions we heard repeatedly last year. There’s a lot of Web 2.0 buzz in the tech marketing world, and rightfully so. Now’s the time to really evaluate what impact it can have on your organization. What role will “the next big thing” have in your overall marketing strategy?

And if you do have social media programs in place, kick of 2009 with metrics to determine how well they’re doing and how they can be improved.

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Tech Marketing New Year’s Resolutions You Can Use

Becky Sheetz-Runkle — January 02, 2009

Sure they’re cliché, but many of us revisit old resolutions, and make new ones each year. When you think about it, it’s not such a bad idea, really. Resolutions point us in a positive direction and can help us reach our goals and objectives.

As we look back on the past year, here are the top New Year’s Resolutions for the marketing savvy that can help you start the year off right. In no particular order, our first resolution is…..

Clean up that marketing database. This one is nobody’s favorite. Have you been putting this necessary yet evil activity off for too long? You’ve probably been so busy using the marketing database, you haven’t been able to stop, catch your breath, and clean the database.

If you fall into this category, we’re sure the irony isn’t lost on you. But if you know that now is the time, take action. If you need to bring in a temp, make it happen. That database is your lifeline and needs to be treated as such. Otherwise, you’ll be looking back on 2009 thinking, “we really need to scrub that database.” The only unknown will be: how many sales were lost by not being able to reach enough of the right people?

Check back throughout January for more New Year’s Reslutions for Tech Marketers. And come back to the Q2 Marketing Blog all year for your healthy dose of marketing insight, trends and analysis. Let’s make it a great 09!

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Public Relations Programs that Drive Search Engine Optimization (Part 1)

Becky Sheetz-Runkle — December 30, 2008

Everyone wants to be among the top organic listings in Google. But in a search-fueled world, it is still amazing how many companies aren’t effectively utilizing search marketing strategies. Specifically, PR for search engine optimization (SEO) is often a missed opportunity.

Strategies range from buying search listings, optimizing web keywords, maximizing the use of company blogs, and much more. There are many ways to boost (SEO). Of course, these different flavors come at different price points. If you opt to pursue these in-house, some can require a significant amount of time. Let’s talk about one of our favorite flavors: public relations.

PR can help optimize your search engine traction. And in the process way, your PR campaigns can become more measurable. This is particularly important given the difficulty many corporations and PR agencies having measuring the ROI of public relations.

One of the simplest and most cost effective ways to gain search traction—especially for smaller and mid-sized companies that may not already be doing this—is to utilize a wire distribution service like PR Newswire or Business Wire. Online news sources need constant sources of fresh content. There are many nuances, but here’s the bottom line: if you put a release out over the wire it will get picked up and it will help people find you online. Make this an ongoing effort, target it to the right outlets and audiences, and good things will follow.

We have helped many of our clients, including those with very little web presence outside of their web sites, boost their presence almost overnight by leveraging a simple wire strategy. Make no mistake: PR works best when it is employed on a long-term basis. But that doesn’t mean results can’t be achieved quickly.

Check back in coming weeks for more on how to use public relations to drive search engine optimization.

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2 Minute Year in Review: Tech Marketing Lessons Learned

Becky Sheetz-Runkle — December 24, 2008

We’re all getting ready to close the book on 2008 and many of us are looking optimistically to 2009. At least I hope you’re putting your game face on getting ready to take on the world.

Q2 is looking back affectionately on a terrific 2008. If you had any part to play in helping us achieve this milestone year, our most sincere thank you! We provided web strategy and development, public relations, advertising, tradeshow strategy and support, collateral development, strategic messaging, branding and more to many new and returning clients. We’ve proudly gained a record number of new clients and, even more proudly, continue to serve the needs of many returning software and services businesses.

Below are some observations and trends from 2008 that we hope will help you get a jumpstart on a successful new year. These range from analyst findings to our feet-on-the street observations.

Federal sector stays strong

Many of Q2’s clients, friends and business associates provide services to the federal government. If these individuals are fearful of a slumping economy or a change in administration, they aren’t letting on. These tend to be a tough and resilient group of people anyway, determined to be successful no matter what.

Still gold in the IT hills

The tech industry will still grow, with the exception of hardware, according to the latest from Forrester.

Good business principles still in style

Companies with business models that were not entirely viable before the economic slowdown are struggling with traction, funding, etc. Many companies with great ideas, service, delivery, savvy and sound principles are well positioned to win. An oversimplification perhaps, but sometimes life is simple.

Many business owners and marketing executives are wisely looking for a flat 2009 versus focusing on growing the business. However, we talk with companies, many selling to the public sector that are hiring and growing. There are healthy organizations out there.

D.C. Tech sector strong

The Washington, D.C. area is still a burgeoning region in the tech sector, just ask the Inc. 500.

SEM and direct marketing are the spending trend winners

Direct marketing spending predictions are hot.

Search marketing is already a proven winner. Chances are it’s usurped some of your marketing budget.

So what can I do?

Here is some of Q2 Marketing’s uncommon sense wisdom for a down economy. It’s timeless.

Come back frequently for our tech marketing New Year’s resolutions and more practical insight.

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Don’t Forget about Web Seminars

Pamela Girardin — December 18, 2008

Ok – you have probably just go through a budget review and, knowing the climate, I am sure some of you had some programs cut. When reviewing what to continue or add in 2009, don’t forget about web seminars [or webinar]. This type of program is exceptionally valuable and inexpensive. It allows you to demo your product for an audience without the expense of travel.

Web seminars allow you to highlight the benefits of your solution in a controlled environment. Seeing how the solution works is more tangible for a prospect but without the commitment for an on-site demo. And here are a few things to keep in mind in order to create a successful web seminar program.

1. Don’t try and show the whole system. I am sure that your solution is the best one out there, but remember that people’s attention spans are short, especially when it comes to web seminars. Keep your demo short and sweet. Show the features/functionality that are in the most demand. Whet their appetite to see more. Remember this is just one step within your sales process. The main goal of the web seminar is to have the prospect request an on-site demo, which is where the real sale will happen.

2. Create a storyline. I am not talking about creating a fictional story. That will drive people crazy. But it is important to ensure that the demo has a logical flow from beginning to end. You need to control the flow by not jumping from screen to screen in a random manner. That will confuse the viewer and indirectly imply that the solution is complicated and hard to navigate.

3. Reduce options shown. Remember you are not there to show everything the system can do. Make sure to reduce the number of fields and options shown. Stay away from the “administrator view,” you will want to demo from the typical end-user view.

4. Do live web seminars. If you are going to do the program, do it right. Do not record a seminar that can be downloaded without any interaction from your company. Web seminars are the best arena to help move a prospect – take advantage of it. Live seminars allow you to directly answer questions and engage with the participants.

5. Focus on industry hot points. You, of course, are an expert in your industry – you know what is going on and what topics are hot. Take your web seminar program and create a series that focuses on these hot topics and show how your solutions address those concerns. This allows you to turn a product demo into an industry educational seminar as well as to turn your company into an industry thought leader.

6. Promote the program. Make sure that you are actively promoting the program. The program cannot be just another page on your site. If it is, it will fail. Inside sales should be pushing it; the seminars should be highly visible on your web site; and marketing materials should be using it as a call to action.

Adding a web seminar program is an inexpensive way to promote your solutions. It also is a natural extension to your sales process. By following the above tips, you can create a highly successful program or strengthen an already existing one.

Best of luck and we wish you a happy holiday season!

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Tech Sector News Not so Bleak, Latest from Forrester

Becky Sheetz-Runkle — December 12, 2008

Forrester Research has released the US IT Market Outlook: Q4 2008. They remain optimistic–or at least not pessimistic–in foreseeing the near future. Forrester doesn’t see the 15% to 20% decline from the 2001 to 2002 tech downturn.

Forrester believes the recession will last into mid-2009 and anticipates declines in real GDP of up to 3.6% per quarter. So purchases of IT goods and services from US business and government will drop from 4.1% growth in 2008 to 1.6% in 2009.

Some other key findings related to industry growth:

Data from Q3 2008 indicated US revenues of large vendors down by 2%.
Continued declines are anticipated for computer equipment purchases in Q4 2008 and the first half of 2009.
Little or no growth is anticipated in communications equipment and IT services.
Software growth will slow to as little as 2% in coming quarters.

Table of contents:

The US Recession Is A Reality, With Tech Purchases Slowing Sharply

The Causes Of The Recession And Recovery, With Industry Winners And Losers

Q3 2008 IT Purchases Data Shows Tech Winners And Losers So Far

Recommendations:

Recession Is Here, Don’t Panic; Except Hardware, Growth Will Slow, Not End

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Why Some Companies Don’t Use Enewsletters, and Why Some Should

Becky Sheetz-Runkle — December 11, 2008

Do you follow the marketing industry? If so, you know that email marketing is one of the most-talked about tactics in a slowing economy. One of the smartest ways for B2B companies to leverage email marketing is through enewsletters. Here are the top three pushbacks we hear from companies not pursuing this cost-effective tactic. Also included are the best responses.

1. Push back: We don’t have enough news.

Solution: The newsletter is not about YOU. It’s about your audience of buyers or prospects. What do they care about? Probably not your latest promotions. They care about industry news and trends that impact them. They care about changes to your products or services that can help them work more effectively. They care about ways to save money and do their jobs better.

While your organization may not have the bandwidth to write, design and distribute each monthly or quarterly newsletter internally, chances are there is plenty of relevant news, events, etc. to warrant a very effective newsletter.

2. Newsletters are sales schlock. People don’t read them.

Solution: That’s true. Newsletters that are sales schlock aren’t read. Newsletters that provide relevant content that helps your audience do their jobs better do get read. And you enjoy the multiplier effect of getting opt ins based on that solid contact. It happens for us and for our clients.

3. We don’t have enough bandwidth.

Solution: That may be true. Find a good partner that understands your industry and can help you develop meaningful content. A good partner should also be able to help you best use the newsletter as a tool to impact your sales cycle, encourage special promotions and otherwise drive revenue. If enewsletters will fit your strategic goals and your marketing budget, buy the bandwidth.

Want to learn more about how an enewsletter campaign can help you reach your audience, contact info (at) q2marketing.com.

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ANA Finds Many Marketing Budgets Still Healthy

Becky Sheetz-Runkle — December 09, 2008

As reported in btobonline, a number of companies are increasing marketing budgets during these challenging times.

Btobonline sites the recent Association of National Advertisers (ANA) findings. ANA polled more than 1,200 advertisers and agency executives at their recent annual conference. A full 27 percent said they were increasing their budgets in response to the downturn.

Additionally, nearly 40 percent said they plan to increase marketing budgets in 2009, with 26 percent planning increases greater than 10 percent, and 13 percent planning increases between 1 percent and 10 percent.

These findings aren’t necessarily consistent with those being reported elsewhere, but marketing dollars are still flowing for some organizations. I hope yours is one of them.

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A Way to Boost Credibility that Your Company Probably isn’t Doing

Becky Sheetz-Runkle — December 05, 2008

At Q2, we live all things tech marketing in the Washington D.C. region and beyond. Our people network with colleagues and peers. We give presentations to the industry. We talk with prospects, clients and partners. We contribute to the Technology Marketing Blog and other tech marketing blogs and print outlets. We’re regularly quoted in industry news outlets.

The point is, we have our finger on the proverbial pulse of what’s happening (and what’s not) in the wonderful world of tech marketing. And one of the things that’s not happening is a relatively straight-forward, fundamental program. That program is award opportunities.

As many of you probably know, awards exist for corporate governance, revenue growth, product innovation, social responsibility and more. Awards also exist for specific industries and solutions. What you probably also know is that many companies don’t take advantage of opportunities for which they are well qualified. You might even know that a little too well.

Executives understand the value of gaining credibility. Almost every one we talk with believes there would be a benefit in developing an ongoing award opportunity program. But still, when it comes to practice, many companies don’t pursue awards.

The reason for this may be in the amount of lead time and planning required. While the level of effort in an award program isn’t daunting, it requires foresight. The opportunities should be amassed 12-months or more in advance, and continually monitored for changes and additional opportunities. Some are ongoing awards, and some change. An example is the Inc. 500, which has expanded to the Inc. 5000.

The second challenge may be lack of awareness of which organizations (media, industry associations, corporations, etc.) present awards. These can be found by paying close attention to industry news, media editorial calendars, and monitoring your competitors’ news coverage.

For more tips on how to develop an award program that increases your company’s exposure, contact info@q2marketing.com.

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Customers desire social media interaction

Becky Sheetz-Runkle — December 01, 2008

Americans who use social media feel better about companies when they can interact with them through social media. At least those are the conclusions of Boston-based Cone’s 2008 Business in Social Media Study.

Cone defines social media as “technology facilitated dialogue among individuals or groups, such as blogs/microblogs, forums, wikis, content sharing, social networking, social bookmarking and social gaming.”

They find that 93% of social media users believe a company should have a presence in social media. A full 85% believe a company should also interact with customers via this media.

Below are select findings:

–30% of Americans use social media sites and tools two or more times a week.

–13% of social media users interact with companies via these sites two or more times a week. 12% interact one a week. 13% interact once a month and 21% interact a few times a year.

–Those surveyed believe the role of companies within social networks is to:

1. Provide virtual customer service (43%)

2. Solicit feedback (41%)

3. Provide new ways to interact with the brand (37%)

–The bottom line is that 56% of respondents feel a stronger connection with companies that offer social media technology, and 57% feel better served.

The survey was fielded by Opinion Research Corporation on September 11-12, 2008 to 1,092 adults.

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