For years, buying technology has been the remit of the CIO or IT Director, depending on the size of the organisation. They had the power to determine the IT infrastructure, hardware, software and any technology devices. They had control over budgets and of suppliers. These days, things are very different.

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As specialists in technology marketing, we get the chance to talk to many technology businesses about their marketing strategies and what types of marketing they have explored – or even discounted.

There are common issues which arise again and again in our discussions, issues which have either deterred an SME from exploring marketing options or, having delved into marketing, led to disappointing results.

So here we’d like to explore those common issues and examine why they need not be a stumbling block when it comes to instigating a successful online marketing campaign. (Continue reading…)

Most technology companies have a simple brochure-style website, which – as the name suggests – has the function of showcasing products or services. These sites carry some details – perhaps ‘about us’, ‘what we do’ and, of course, ‘contact details’ – but aren’t there to simply to make sales. Their purpose is more to provide another platform on which to engage with customers and find potential leads.

But simple though they are, brochure-style websites still need to function effectively if they are to be found by potential customers. (Continue reading…)

We often hear that the ‘customer is always right’ and that the ‘customer is king’, but do we actually live by that rule? Surely we naturally favour those customers that are more valuable, that we like more, that are easier to deal with or that we have a great relationship with? Isn’t it just human nature?

Well, actually, when it comes to customer retention, not all customers are equal, so the natural behaviour we take when we favour one group over the next makes perfect sense, particularly when marketing budgets and time are not on our side and we need to focus our efforts. So how can you determine whether you should focus on a particular customer group or not? (Continue reading…)

Effective business to business online marketing uses the same approaches as business to customer marketing. While the platforms may be the same, the target audience and how they will behave is vastly different. Therefore, in order for a B2B online campaign to be effective, you need to take this into consideration. Understanding the way a business customer purchases goods and services can help you to tailor your marketing and see better results. (Continue reading…)

Direct digital marketing is about getting a desired response from your customers. While traditional direct marketing isn’t really suited to the internet, applying its principles can still be effective online. Here’s an outline of how the principles of direct marketing are being used in the digital space.

Test and learn

Some of the foundations of traditional direct marketing work well online. For instance, the test and learn principle. If you’re not sure what kind of marketing message, price offer or creative route is best for your business, a limited trial of different messages or designs may be the best way to determine how to get the most bang for your buck. (Continue reading…)

We all know it’s easier and more cost effective to keep a customer than to find a new one, yet when it comes to customer retention, we’re often too busy running the business to build that relationship. Yet, it’s easy to do, after all, the customer, or client, that has already bought from you is prequalified, likes you and should be easy to win over when it comes to the next sale. More importantly, if you can get them to love you and what you do or offer, they can help you grow your business, for little cost.

Big brands such as Nike, Apple, Waitrose or Boden spend a lot of time and money on their existing customers. Whether it’s ensuring the customer experience and interactions with the brand are exactly as they should be to encouraging existing customers to come back, engage and purchase again. It’s a continuous cycle where the brands are encouraging their customers to get involved and become more entwined with their values, ethos and what they stand for. When the customer reaches a certain point, measured in a number of ways, they become an “advocate” and will happily promote the brand over and above the competitors. (Continue reading…)

Creating web marketing campaigns first time around can be a little overwhelming. Perhaps the reason behind this is that there is too much information out there. Sometimes, it helps to go back to basics. If you are putting your first web marketing campaign together, here are 7 elements that you should consider.

1. Set your objectives

The first step in creating web marketing campaigns is to decide exactly what it is you are trying to achieve. While this seems a simple concept, it’s surprising how many companies jump into web marketing without a clear objective in mind. This can lead to you not achieving an optimum return on your investment. By keeping your campaign focused, you will get the best results for the lowest investment. (Continue reading…)

Using professional SEO services is like using a professional contractor to build a storefront for your business. The way the storefront looks and functions is vital to getting customers who will browse and, eventually, buy.

A professional who is familiar with SEO requirements can help you create a virtual storefront that will do the same thing. Half the battle with creating an online business is simply optimising your website so search engines will find it. Why not hire a professional to help you do this more quickly and efficiently? Here are just a few of the benefits of using a professional service:

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Utilising small business online marketing can return excellent results for a small investment. For many small businesses, budgets are tight and all marketing needs to be as effective as possible. One of the best ways to do this is to reach your potential clients online.

Why online marketing works for small business

One of the greatest benefits of online marketing is that it is cost effective. For a fraction of what you might spend using printed media such as advertisements, leaflets or direct mail, you can reach thousands more potential customers online. There is much you can do to promote your business that doesn’t cost a penny, and many campaigns that you only need to pay for on performance which means you can make your marketing budget go even further. (Continue reading…)