Getting The Zing In Your E Marketing


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This is a presentation best suited for Software Product and Software Services Start-up companies that are around 50 people strong. These are my observations over working in small to medium sized businesses over the past 12 years and handling eMarketing efforts at a few of these places. Over the years I have conceptualized, implemented, executed various steps in the eMarketing process. This is original work. © Geetanjali Dighe.

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Getting The Zing In Your E Marketing

  1. 1. Getting the Zing in your eMarketing<br />
  2. 2. Objective Of This Presentation<br />Is to list the basic minimum steps you should take to begin eMarketing your company<br />You don’t need above average writing and creative skills <br />Just follow the simple steps and you will be on your way to getting the zing in your eMarketing efforts<br />
  3. 3. Absolute Minimum eMarketing Steps<br />Website <br />SEO <br />LinkedIn<br />Blog<br />Twitter<br />
  4. 4. 1. Your Average Website<br />This is what you should typically have on your Website<br />Clear Value proposition without jazz on the home page<br />Client testimonials? Great if you have them<br />A few case studies<br />A few presentations<br />A few brochures<br />A few white Papers<br />
  5. 5. 1.a Management Profiles<br /><ul><li>Do not skip these on your website
  6. 6. Even if you are a young company and your top management profiles are not the who’s who of corporate kingdom, it does not matter. The client is really interested to know who he is dealing with
  7. 7. Be honest and even modest in your profile. Its ok if you are not a whacky geek with some patents to his name</li></li></ul><li>1.b Your Contact Details<br /><ul><li>Make sure your website footer, end page of case study or whitepaper, last slide of presentation and email signature has information about how to contact you. Include address, phone, email, IM, map and directions
  8. 8. Choose one standard format / design / look across all communication, including email signature
  9. 9. Several companies include their Skype details as well</li></li></ul><li>2. SEO<br />SEO is a huge topic with lot of contradictory views. To start with follow Google’s simple guidelines for SEO<br /><br />Use Google analytics to its FULLEST. (It tracks page views, visits and traffic)<br />Use Google Webmaster tools to its FULLEST. (It shows googlebot crawl statistics i.e. what Google found when it came to your site)<br />Understand what keywords are leading to your website and what keywords you would like instead. Modify your content and be patient<br />
  10. 10. 3. Start a Blog<br />Its not easy to create content day after day. It needs discipline.<br />Its better to have a than <br />Its easy to point the wordpress blog to your domain<br />
  11. 11. 3.a Content for Blog<br />Start small<br />Post 200 to 500 words about a recent blog that you have read. Put your thoughts agreeing/ disagreeing about that topic. Give a link to the blog that you have read. <br />Go to the blog that you have read. Comment on it. Put a link back to your blog in the comment. <br />IMP: Your efforts should add some value to the discussion. Don’t spam with links in comments.<br />
  12. 12. 3. b. Content for Blog<br />Check if your technical staff have their own blog. Many do. Ask them to do a guest post on your company website<br />Ask them to put a link of the company blog on their personal blog (great for SEO)<br />IMP: Check the content for topic, grammar, language etc. before you post<br />
  13. 13. 3. c. Content for Blog<br />Do you have a presentation lined up? Have you received any positive client feedback? <br />Do post it on your blog. Every post need not be an analysis <br />Example : “I am travelling to Cambridge today for a presentation. Excited about the possibility.” Relate a travel incidence. Everyone loves the human touch<br />IMP: Check for your NDA before you post<br />
  14. 14. 3. d. Content for your blog<br />Everyday there is some news about your industry somewhere<br />You discuss news around water cooler; do it on your blog<br />A simple announcement about the news with minimum analysis is also a good start<br />IMP: Do give appropriate credits<br />
  15. 15. 4. Linked In<br />Create a LinkedIn profile<br />Get your employees to create their profile<br />Put a link to your company website and blog in your profile<br />Put a corporate presentation in your profile via the SlideShare application<br />Do try and put some review of books as well if you can. Not a must, but good to have<br />
  16. 16. 4. a. Linked In Companies & Q&A <br />Check if your company is already profiled on the company section<br />Describe the services your company and put a logo<br />Participate in Q&A. Ask questions <br />Answer questions that you are confident about<br />Don’t spam with invalid answers and links to your site.<br />IMP: If you answer about IT outsourcing and you are an outsourcing vendor, do give a disclaimer. <br />
  17. 17. 4. b. Linked In Groups<br />Add at least 10 groups to your network<br />Participate in group discussions<br />Should you form a group? Decide if you can dedicate time, contribute to some specific topic and add value. <br />
  18. 18. 5. Twitter<br />Create a separate twitter account for yourself and your company<br />Add description and link on both profiles<br />Tweet for a week. That’s enough figure it out and to get into a habit<br />
  19. 19. 5.a Twitter<br />Follow people<br />Read their tweets , reply, re-tweet. <br />Put a re-tweet link on your blog<br />Tweet every new post<br />
  20. 20. Conclusion<br />Beginning eMarketing is like giving a persona to your company<br />This persona is a reflection of what the company stands for and who you are<br />The persona will emerge from all these efforts into a: sometimes bitter-sweet or funny, sometimes wise and experienced but mostly a living believable “corporeal” entity<br />Which is what the zing thing is all about<br />
  21. 21. ©<br />