leadership salesMarketing

36 winter 2013 | thepartnerchannel.com

Each year at The Partner Event (www.thepartnerevent.com), The Partner Marketing Group presents a session called “60 Marketing Tips in 60 Minutes”. For those of you that were not able to attend…have no fear! We have highlighted the top three tips from each of the segments: social media; email and direct mail; blogging; content tools and tricks; general marketing; and tips from your peers. Let’s get started!

Social Media Marketing:1. Review and update your LinkedIn profile on a regular basis. Even if your profile is 100

percent complete, it is important to improve it. You can do this by adding new skills, asking for new recommendations, updating your bio, etc. LinkedIn also has an area on your profile page where you can click on “Improve your profile” for additional suggestions.

2. Tweet during the day and post to Facebook at night. According to a study from Buddy Media, posting tweets during business hours (8 a.m. – 7 p.m.) got 30 percent more clicks, whereas Facebook posts saw a 17 percent increase during non-business hours. This applies to weekends as well.

3. Shorten your long Google+ profile URL using the tool on http://gplus.to/. Currently Google+ does not allow you to do this within your profile. By shortening your URL and using a name or nickname, you can make it more memorable to use within your marketing.

eMail and direct Mail Marketing:1. Build your email opt-in lists. In order to be

compliant with the CAN-SPAM laws, you need to have permission to email your marketing list. While this may seem daunting, you can continue to build and replenish your lists through telemarketing, trade shows, website subscribers, and even through social media marketing.

2. Send your marketing emails in the morning. While this needs to be tested with your list since each list is unique, you may find a higher open rate for emails that are sent out early in the morning. Just like the tradition of reading a newspaper in the morning, people will typically catch up and read emails that are in their inbox first thing in the morning before their day gets busy.

3. Consider a dimensional (lumpy) mailer. A dimensional mailer could be a small padded envelope or a box. With people sending less postal mail and getting more email, this could be your chance to stand out with your prospects. We also suggest that since dimensional mailings can cost more, you may want to consider sending something like this to a smaller, more targeted list of prospects.

story by Michelle glennie

Computer Software - Median to Average Rates

Open Rates 14.8% - 24.7%

Click-Through Rates 2.1% - 8.6%

Unsubscribe Rates 0.13% - .017%

*Rates according to Silverpop’s 2012 Email Marketing Metrics Benchmark Study

thepartnerchannel.com | winter 2013 37

So many good tips! One of the best sessions I attended.

I have five or six tips that I can start immediately.

Blogging:1. Join Diigo (www.diigo.com). By using Diigo you can create a

library of content from your desktop, phone, or iPad/tablet. Diigo allows you to collect topics you see online, make notes on those topics, or share them with your team, all while being able to come back later without fear that the website has changed.

2. Spend 30 minutes commenting on relevant blogs every week. By commenting on other blog posts, you will help build relationships, get your name into the industry or community, and showcase yourself as an expert in a field. Remember not to make your comment a sales pitch but rather informative and helpful. This will make you more approachable and could start a conversation.

3. Post your blog before 10 a.m. for peak reading. Similar to the tip above in email marketing, reading blogs is similar to reading a newspaper for some. By posting in the morning, your blog is more likely to be read.

content toolS and trickS:1. Use your customers’ terms. When creating content for any

material, ditch the overuse of words that are used by industry veterans like yourself and use common language that a customer or prospect may use. How do you know what these terms are? Ask your existing customers what they would call what you are trying to market. You might be surprised by their answers.

2. Take inventory of your content. You have content everywhere in your company: online, brochures, blog posts, case studies, etc. Review what you have, make necessary updates, write another usable piece with the content you have, and post it. It is very likely that you have content that is very usable and would just take a short amount of time to update.

3. Create an infographic. Try generating visual interest that will help you get your message across and leave a lasting impression with prospects by having an infographic created (see sidebar). Infographics can help you stand out, keep people reading your content longer, and improve your website traffic.

Build visibility in vertical markets

Appeal to younger workers

Explain complex concepts

Simplify service explanations

Stand out from the crowd

Move higher in search results

#4

#3

#5

#2

#1

Lighten up your marketing

of learning occurs visually

By 2020 there will be a 22% increase in technology jobsbut only a 6.8% increase in labor force

Sources:www.mspmentor.comhttp://www.bls.gov/ooh/About/Projections-Overview.htm#laborforcehttp://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of-Clicks-Studyhttp://www.�rstresearch.com/industry-research/Information-Technology-Services.html

Top three search results get 36% more clicks

83%

7 Brilliant Ways VARs, ISVs and MSPs use Infographics

Technology is complicated and intimidating to your prospects. When you can’t explain in person, let graphics help you simplify concepts for non-technical decision makers.

#6

Explain the process of the services you deliver through a step by step infographic to help your prospects see the big picture and the value you add.

It’s hard for prospects to tell one partner from another. Show off your quali�cations, highlight your achievements and demonstrate the bene�ts of your applications with an enlightening pro�le infographic.

Finding and attracting young talent to your business will become even more challenging. Get their attention with an infographic that explains what you do and why they would love to work for you.

Content is the name of the game to be found online. Infographics give you great content that adds variety and attracts clicks.

Show your target market you understand their business with an industry-speci�c infographic. Present interesting facts or creative ideas that prospects will want to share with their industry pals.

We are the best!

Yes, you take technology very seriously, but that doesn’t mean you can’t have fun. Your prospects have a sense of humor, so lighten up and look good.

There are over 100,000 IT service providers in US

22%

6.8%

A picture is worth a thousand words

Each icon represents 1,000 firms

36%

10-15 minutes of laughter burns 50 calories

Get brilliant results with an infographic of your own.

Define business objectives and requirements for each department

Requirements Workshop

Include users and

managers to identify

current challenges and

desired outcomes.

ERP ImplementationMaximize the value of your

A step by step guide to

an ERP implementation.

Transform your business

processes from chaos to

control.

Requirements Analysis

Solution Design

Define how the business requirements will be implemented

“As Is”

Cost

Tim

e Do it yourself

Engage a consultantDays to complete each department

Simple requirements

Moderate requirements

Complex requirements

Cost

Tim

e

Out of the box

Highly customized

Definitions

As Is - current process

To Be - future process

Out of the box - function exists in software

Customization - code written to add function

Integration - connect data between applications

Fit-Gap Analysis - match software functions to

requirements, identify need for customization

“To Be”

Start

Document

Manual Operation

Delay

Decision

Document 2

Start

Data

Decision

Predefined

Process

Minimize customizations

Outside help saves time

Example: Logistics

Critical Business Processes:

Inventory Mgmt Order Fulfillment

Warehouse Mgmt Sales Order Processing

Department Objective:

Optimize order fulfillment

Insurance

Not for Pro�t

Accounting

Financial Services

Legal

Healthcare 43.6%

40.1%

39.7%

31.6%

27.9%

25.5%

% of MSPs serving each vertical market

Technology jobs

Workforce

Let’s talk about the best infographic for your business. Call 605.574.9432 or visit www.thepartnermarketinggroup.com

#7

Try generating visual interest that will help you get your message across...“ ”

38 winter 2013 | thepartnerchannel.com

general Marketing:1. Bing Business Portal. Claim your

free local business listing on the Bing Business Portal at http://www.bing.com/businessportal. This is another great backlink to your website and a way for you to be found online.

2. Get help with your next new slogan. If you are looking for a fresh new way to promote your products and services but just cannot find the words to jazz it up, try www.sloganizer.net/en. All you have to do is type in the name of your product, service, or tagline and hit the “sloganize” button. Presto! You will have a slogan listed above your entry that you can use or be inspired by.

3. Put a Google Alert on your company. Your company’s reputation is everything, and you need to know what is being said about you. Be sure to set up a Google Alert for your company’s name at www.google.com/alerts.

tipS FroM Your peerS:1. Send a handwritten note. After an

event, take the time to send a handwritten note to all of the attendees. With all of our email inboxes being overloaded, a piece of postal mail is more likely to be noticed and remembered. Tip from Eric Sheehan, OTT, Inc.

2. Use email to educate your audience. The more your prospects and customers know about who you are and what you do to support the community around you, the more they will be willing to interact with you. Try inviting them to participate or attend a charity event that your organization is participating in. Tip from Angelina Rico, IBG

3. Use voiceovers. Do you need a voiceover for a video or for an audio version of an eBook or whitepaper? Try www.voice123.com. Voice 123 can add a professional touch to your project. Simply submit your project that you need a voice for, and the voice talent will submit their auditions to you along with their bid. You will be surprised at how affordable this can be. Tip from Anya Ciecierski, CAL Business Solutions

We hope that you have found some tips that you can integrate into your marketing right away! To learn more marketing tips, subscribe to The Partner Marketing Group’s monthly newsletter by texting the letters TPMG to 22828 or by visiting www.ThePartnerMarketingGroup.com. Have more specific questions? Contact Michelle Glennie (Michelle@ThePartnerMarketingGroup.com) or Cheryl Salazar (CSalazar@ThePartnerMarketingGroup.com).

thepartnerchannel.com | winter 2013 39

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