Getting started marketing

[paj28]

Hi,

I am a programmer by trade, and I'm starting my own business in my spare time. I've developed a multi-channel retail system (Linked Retail) and I'm now looking to market this. Being a techie, marketing is all new to me!

Has anyone some general advice on how to get started? I'm not sure whether to focus on SEO, or buy adwords, or whether it's better to mail/cold call prospective clients.

Any help appreciated,

Paul

 

[Colin Smith CBP]

Hi,

I am a programmer by trade, and I'm starting my own business in my spare time. I've developed a multi-channel retail system (Linked Retail) and I'm now looking to market this. Being a techie, marketing is all new to me!

Has anyone some general advice on how to get started? I'm not sure whether to focus on SEO, or buy adwords, or whether it's better to mail/cold call prospective clients.

Any help appreciated,

Paul

You are not certainly not alone as a small business owner with a technical background rather than a sales and marketing background. This describes the vast majority of the small business owners I have worked with. It needn't be a hindrance as long as you are prepared to "get out of your office" and actually engage potential customers directly. If you engage customers early and keep close to them, you'll find out what works best soon enough.

Before you start spending any real money on trying to acquire customers, I would start by defining exactly who you believe your customers will be. Do you think, for example, that small businesses with both a physical & online store will be the ideal customer for your system? I would then get out of the office to speak to as many prospective customers as possible, not necessarily with the intent to sell but rather to confirm that your system elegantly solves the customer problem of coordinating sales across the various sales channels. Does your system fulfil customer needs well enough or do you refine your system a little further before it is truly valuable to customers. When customers are enthusiastically confirming the importance of the problem you think you are solving and of your solution, you are ready to start marketing.

In terms of how to best market your system once you have confirmed that you actually have some customers who truly value it, I believe that a combination of inbound (SEO/Adwords/Etc) and outbound marketing (E-mail/Telemarketing/Personal Sales/Etc) will be necessary. Again, it will take some experimentation to see which marketing channels are most productive and cost effective for you but if you apply some of your technical thinking to building your own sales and marketing systems, you will eventually filter out what works best and can then just drop what doesn't work for you.

I can't emphasise enough that at this stage of your business you will be experimenting to see what works, both in terms of the fit between your product and your prospective customers and which sales and marketing channels will be most effective. Good luck and keep us informed how you get on.

 

[TheRestaurantMarketer]

Hi Paul

Colin above has given some great answers along the line of what I was going to say. On the plus side regarding Google Adwords, Google loves software compared to people selling products as an affiliate i.e people promoting products from Amazon just to get a commission.

You need to work out your numbers. For example, look at how much you are charging for your product. Then look at what the cost per click is for keywords you want to bid for. Quite often, if the sales page is good, 2% of people landing cold on your site will purchase the product.

From this, you need to work out how much it would cost to get 100 clicks to your site (100 X the cost per click for your keyword). If this is less than the total sales you make, then you are in profit.

For software, you want to keep your sales message simple. Follow this formula:
1) Tell them what you have for them
2) Tell/show them what it will do for them
3) Tell them what to do next (hit the buy button in other words).

This is classic John Carson / Gary Halbert method, you don't need to be hypey, just be straight and hit them with what benefits your system will have for them. How will it save them time? Or save them money? etc.

Doing a demonstration by video works really well with software, which you can record with camstudio (free), or camtasia (which is better but costs a bit of money).

You really need to think about who your ideal customer would be, can this be tailored for a specific market / niche? Then you can advertise on related forums / blogs / magazines etc. The more specific it will seem to their industry, the more likely they will see it as a solution to their problem.

Of course, if you do record a video, you can also put that on YouTube, and name the video something similar to the keywords you want to target (make use of tags, description) and have a link to your site.

Also consider doing a press release. Wow, I could go on and on. Let us know if you want more ideas.

Cheers
Phil

 

[paj28]

Phil, Colin,

Thank-you for all the suggestions, much appreciated.

I agree about getting out to meet customers, it's something that I will need to push myself to do, but I can do it. I already have a seed customer, and the system works fab for them. I realise other business will work a bit differently, but I'm confident the system is at a point I can start to sell it - I don't want to take on another non-paying customer.

Yes, the target market is businesses who sell online, and in a physical store. And also businesses that sell on multiple online channels (eBay, Amazon, own website, etc.) It is more focused at people selling lots of packaged goods; it is less applicable to bespoke goods, e.g. custom made furniture. Interesting idea about tweaking it to a niche, e.g. DVD sales. I'm not sure if any tweaks could be made, but I could just rebrand it (or use a second brand) for promotional reasons.

The issue remains getting some of these initial clients. I guess I need to just cold call potential businesses, probably in my local area to start with.

I think a video is a great idea; I have done some CamStudio videos before, so I will have a go at this. Also, understand the advice on writing my web pages in a more sales-focused manner. Someone else recommended "Write to Sell" which I now have on order. Sounds like AdWords are a vital part of the long-term business plan, although maybe I'm not ready for them just yet.

Thanks again for the great advice!

Paul

 

[TheRestaurantMarketer]

Hey Paul

What I would do now is leverage the success from that happy customer. Firstly you could ask him if he would mind doing a testimonial for you, ideally video him and then stick it on your sales page / web site.

Then, I would ask him if there is anybody he could refer to your product. Most business owners know other business owners. Also, the positioning would be really strong because they would be coming to you rather than the other way around. It's the ploar opposite of cold calling!

Good luck

Thanks
Phil

 

[ITsoldUK]

Hi,

I am a programmer by trade, and I'm starting my own business in my spare time. I've developed a multi-channel retail system (Linked Retail) and I'm now looking to market this. Being a techie, marketing is all new to me!

Has anyone some general advice on how to get started? I'm not sure whether to focus on SEO, or buy adwords, or whether it's better to mail/cold call prospective clients.

Any help appreciated,

Paul

Hey Paul

I can help....

step away from the cookie jar knows as your pc and grab yourself a pot of coffee, a pen and note paper.

Sit down and write a marketing plan.

Once you have done this, then grasshopper, you are on your way to knowing how to market your ideas.

To finish stage 1 of your learning, why not read Dee Blicks "The Ultimate Small Business Marketing Book"...I loved it.

Regards
Daren

 

[Alan]

Yes, write a marketing plan.

But you will need to systematically test each approach, and that means measuring success. It is impossible to say 'Adwords' will work and 'Cold Calling' won't work, because each business is different.

So write a plan.

Start executing it.

Revisit it regularly and adjust from lessons learned.

 

[paj28]

Watch this startup grow!

Firstly, thank-you for sharing your experience. In particular the book recommendations (Ultimate Small Business Marketing Book, and Write to Sell) which I'm really enjoying.

And I've been developing the marketing plan.

My first goal is humble: Get one (yes, just ONE) paying customer, before the end of August 2013.

I am going to pursue three marketing strategies to achieve this:

1) Sales letters. I'm going to follow the advice from USBMB and initially target 50 local businesses, using data from Marketscan Online.
2) Local networking events.
3) Internet forums

To do this, I need a fair bit of prep. I've got a website, but will be refining this, in particular adding a video demonstration. I need business cards and a brochure (just 2 sides of A4), which I am working on now.

One thing I would welcome some advice on is a slogan. This would be really beneficial for business cards, email sig, brochure, and website. I am struggling with this.

I have got a case study and testimonial from the seed customer. Unfortunately she does not know another business owner who would be suitable, so I can't get a recommendation that way.

Many thanks,

Paul

 

[beasty]

Yes, write a marketing plan.

But you will need to systematically test each approach, and that means measuring success. It is impossible to say 'Adwords' will work and 'Cold Calling' won't work, because each business is different.

So write a plan.

Start executing it.

Revisit it regularly and adjust from lessons learned.

People who write, THIS WORKS BEST without knowing

Exactly what a poster is doing, their competitive environment,target market and skills

ALL methods available

Should stop typing

THIS WORKS BEST! (Seeing seo companies type SEO works) then seeing a telephone company suggest calling, gets boring pretty fast.

please stop typing this it is a ridiculous statement unless you actually know the DETAILS of their business and also EVERY possible method of gaining customers

thank you

 

[ITsoldUK]

Morning Paul

Well done for writing your plan.

As beasty rightly points out that this is really the only pertinent piece of generic guidance we can give without more specifics.

Good luck.

Daren

Sent from my GT-I9300 using UK Business Forums

 

[MA Consultancy]

There are lots of free marketing tools you can use to start getting interest in your website including SEO, Good content writing, blogging (on an integrated website blog) and using social media.

You could also attend of exhibit at an industry specific E-commerce event. There is one in NEC in Birmingham this Wednesday. Too late to exhibit at but not too late to attend for ideas (which is free).

You should also start building up a contact database on your website (sign up for a free newsletter) to start building a database of people you can market to over time and linked in is good for this too. It allows you to target specific businesses that could be interested in your offering via networking and joining relevant groups etc.

Hope that helps.

If you need more help or advice please get in touch, I have being selling and marketing all sorts of products over the past 20 years and am happy to help.

Regards,

Mike
MA Consultancy

 

[ApexStrat]

Speak to companies that sell to a similar target market, for instance web design firms or marketing agencies. Or even firms selling office supplies. Ask them how they reach their customers.

You could also collaborate on something with these firms, i.e. they build the front end systems and you support with the back end stuff. If you are willing to share a proportion of your revenue with these firms, you might even convince them to do a mail out to their existing customers. These would be prequalified leads and should therefore have very high conversion rates.

 

[Frankhs]

Watch this startup grow!

Firstly, thank-you for sharing your experience. In particular the book recommendations (Ultimate Small Business Marketing Book, and Write to Sell) which I'm really enjoying.

And I've been developing the marketing plan.

My first goal is humble: Get one (yes, just ONE) paying customer, before the end of August 2013.

I am going to pursue three marketing strategies to achieve this:

1) Sales letters. I'm going to follow the advice from USBMB and initially target 50 local businesses, using data from Marketscan Online.
2) Local networking events.
3) Internet forums

To do this, I need a fair bit of prep. I've got a website, but will be refining this, in particular adding a video demonstration. I need business cards and a brochure (just 2 sides of A4), which I am working on now.

One thing I would welcome some advice on is a slogan. This would be really beneficial for business cards, email sig, brochure, and website. I am struggling with this.

I have got a case study and testimonial from the seed customer. Unfortunately she does not know another business owner who would be suitable, so I can't get a recommendation that way.

Many thanks,

Paul

HI,
I know its a bit late to reply but ive just joined and thought i might be able to help here too.

We're an IT Support Co in central London and were looking at marketing recently and found from customers that a sales letter direct to the decision maker works best. so we to went to marketscan for data as you, but also brought Sage ACT CRM, imported the data into ACT, as you can then do a mail merge from ACT to the 50 businesses.
Act then also has a bolt on for email marketing too called sage e-marketing so they you can email them for an additional 20.00 per month and the results, clicks opens, clicks to your website etc are available for you to then call.

The downside is the costs of buying Sage Act - £150.00 - £200.00 - call them first and they are very helpful in deciding which version to buy, and the monthly emailer - which has no contract so you can start and stop from month to month.

Also re letters and email fliers - we initlaly designed these in house and found that outsourcing the design / layout was A LOT more professional and therefore received more results.

BTW, i dont work for sage!! - but I am always looking for help or pointers in marketing to help grow our business -

Frank

 

[Marketester]

Hey Paul

I can help....

step away from the cookie jar knows as your pc and grab yourself a pot of coffee, a pen and note paper.

Sit down and write a marketing plan.

Once you have done this, then grasshopper, you are on your way to knowing how to market your ideas.

To finish stage 1 of your learning, why not read Dee Blicks "The Ultimate Small Business Marketing Book"...I loved it.

Regards
Daren

ITsoldUK defiantly has a great idea; start with the basics before you even begin to think about SEO, keywords, social media, etc. Sit down and write out a marketing plan;

Products or Services
This section should contain detailed descriptions and reasoning behind each product or service component selection.

Unique Value Position
What makes your product, service and business different from the competition? It is important to remember that value comes in different forms, whether it is time, money, or convenience, it is important to highlight exactly how your product or service adds value.

Pricing Strategy
When calculating your pricing strategy, it is important to understand;
- The total cost of producing your product or service
- How the customer will benefit
- The problem the product or service solves for them
- The pricing strategy of your competitors.

Sales and Distribution Plan
It is essential to make sure your product or service can reach your customer. When deciding on a distribution channel it is important to consider;
- Costs associated with distribution
- Delivery terms
- How the distribution will affect production
- The amount of time the distribution channel adds
- The level of inventory you will need at any given time

Advertising and Promotion Plan
It is then essential to outline the media channels you will use.

Hope this helps and good luck!

 

[Pareto Associates]

ITsoldUK defiantly has a great idea; start with the basics before you even begin to think about SEO, keywords, social media, etc. Sit down and write out a marketing plan;

Products or Services
This section should contain detailed descriptions and reasoning behind each product or service component selection.

Unique Value Position
What makes your product, service and business different from the competition? It is important to remember that value comes in different forms, whether it is time, money, or convenience, it is important to highlight exactly how your product or service adds value.

Pricing Strategy
When calculating your pricing strategy, it is important to understand;
- The total cost of producing your product or service
- How the customer will benefit
- The problem the product or service solves for them
- The pricing strategy of your competitors.

Sales and Distribution Plan
It is essential to make sure your product or service can reach your customer. When deciding on a distribution channel it is important to consider;
- Costs associated with distribution
- Delivery terms
- How the distribution will affect production
- The amount of time the distribution channel adds
- The level of inventory you will need at any given time

Advertising and Promotion Plan
It is then essential to outline the media channels you will use.

Hope this helps and good luck!

To add to this, you must understand your customer. Your understanding of the customer should shape your marketing strategy.

This is the best advice that you will ever receive. Use it wisely.

 

[MikeAppleton]

I would get a full-time marketer involved, either on a contract basis, or on a job-by-job basis. Traditionally, programmers make terrible marketers and vice versa. The two roles are poles apart. Getting a marketer in to do it for you will save you massive amounts of time (and the learning curve) allowing you to focus on what you do best.

I was in kind of the same situation. My business deals in statistical analysis and when it comes to numbers I'm brilliant, but when it comes to selling those numbers, well, let's just say I couldn't sell a glass of water to a man dying of thirst.