If you’re focusing all your technology marketing efforts on reaching out to new prospects and not worrying too much about how visible you are to anyone looking for you, stop right now! The ease with which your prospects can find you is critical.
Today’s business technology buyers are very proactive about seeking a solution. In asking hundreds of business executives how they chose a new vendor or technology, MarketingSherpa found that a whopping 80% of decision makers believe that they found the vendor. Only 20% said the vendor found them.
This means that putting yourself in a position where you are easy to find is becoming more important than (dare I say it) email blasts, traditional ad campaigns and direct mail programs.
Think of it this way. As MarketingSherpa says “Instead of hunting down new prospects, you are the prey they are hunting”. So, put on a big orange vest, wave your arms around and make sure they can see you in the jungle of competition and other distractions.
But seriously, how do you do that?
1. Start with the search engines. That’s where your prospects – around 65% of them – start. Identify your best key words and do what you can to rank high when someone searches for those key words. (I realize this is far easier said than done and we’ll go into the “hows” of it in another post.)
2. Create value-packed white papers and syndicate them on sites where your prospects go to research new products.
3. Become a thought-leader. Write and place articles on websites, in newsletters and in publications your target market reads. Launch a blog. Participate in roundtables and speak at trade events.
4. Win some awards.
5. Do everything necessary to make sure your current clients are thrilled with you and your product. Create a formal referral program to help them get the word out about you.
Am I saying that you can stop actively seeking new prospects? Heck, no. Twenty percent of your prospects will buy from a vendor who found them. And those might easily be your most profitable opportunities.
Technorati Tags: target marketing, technology marketing, awareness, visibility
This article was first published January 8, 2008 on the Tatum Marketing blog
If you’re focusing all your technology marketing efforts on reaching out to new prospects and not worrying too much about how visible you are to anyone looking for you, stop right now! The ease with which your prospects can find you is critical.
Today’s business technology buyers are very proactive about seeking a solution. In asking hundreds of business executives how they chose a new vendor or technology, MarketingSherpa found that a whopping 80% of decision makers believe that they found the vendor. Only 20% said the vendor found them.
This means that putting yourself in a position where you are easy to find is becoming more important than (dare I say it) email blasts, traditional ad campaigns and direct mail programs.
Think of it this way. As MarketingSherpa says “Instead of hunting down new prospects, you are the prey they are hunting”. So, put on a big orange vest, wave your arms around and make sure they can see you in the jungle of competition and other distractions.
But seriously, how do you do that?
- Start with the search engines. That’s where your prospects – around 65% of them – start. Identify your best key words and do what you can to rank high when someone searches for those key words. (I realize this is far easier said than done and we’ll go into the “hows” of it in another post.)
- Create value-packed white papers and syndicate them on sites where your prospects go to research new products.
- Become a thought-leader. Write and place articles on websites, in newsletters and in publications your target market reads. Launch a blog. Participate in roundtables and speak at trade events.
- Win some awards.
- Do everything necessary to make sure your current clients are thrilled with you and your product. Create a formal referral program to help them get the word out about you.
Am I saying that you can stop actively seeking new prospects? Heck, no. Twenty percent of your prospects will buy from a vendor who found them. And those might easily be your most profitable opportunities.
Wed, Nov 4, 2009
Traffic
Written by: Susan Tatum