Lead Generation Inbound Marketing

Why Tech Firms confuse ‘Lead Gen’ and Inbound Marketing?

Most Technopreneurs assume lead generation involves making a bunch of phone calls, meet a few people in the network or hire a pay-per-lead or pay-per-click service to feed them anyone remotely interested in talking. Those mistaken tech firms might as well stand on a busy street corner shouting, “Who needs an Analytics or Cloud Services company ? We are one!”

 

While that person might walk away with a handful of new phone numbers or scheduled appointments, the odds of any of those leads being your ideal client are very very slim. The audience is not filtered based on their interest or need for your specific services.

 

The best clients usually come to you because they’ve researched your services and understand how you can help them. It’s called inbound marketing, and since the proliferation of Internet search engines, it has become the preferred tactic for those trying to generate qualified leads.

Your firm’s website is now the virtual office. The information you provide there will offer visitors a glimpse into your services and professional style. Rather than pestering a random audience, hoping to catch them at the perfect moment, inbound marketing attracts those searching for your services.

 

For example, optimizing your site for specific keywords, like “best Analytics firm who can solve complex Financial Data issues,” will attract people that Google that phrase. This will weed out others looking for “best analytics firm who work with Oil & gas” or “best analytics firm helping implement SAP systems”

People no longer need to be told what they need; they know it, and they actively research it themselves. By creating content, like blogs, ebooks, webinars or white papers, specifically for your ideal client, you’ll create an organic method of generating new leads. The better your content, the better the leads.

 

But good content is nothing without strong promotion.

The internet is littered with undiscovered content, and regardless of how good that content is, it doesn’t do the firm any good if nobody is reading it. Social promotion is one of the most effective ways to drive potential clients to your content. By posting snippets of your interesting content and including actionable language like “go to our site to check out this post and others”, you can drive social media users to your firm’s site.

 

The nuance, of course, is that getting your social posts seen is more than just a matter of posting it. If your social presence – the new gateway to marketing – isn’t performing, it’s because you might be using a 2018 strategy that doesn’t work anymore.

Think about a deep sea fishing trip. Without the right bait, you’ll never attract the big fish. Sure, you can go out there with a couple of lures, and maybe you’ll get lucky, but the guy that’s chumming the water will likely catch the tuna. Inbound marketing is like chumming the water. It gives your firm the best chances of attracting the perfect clients.

Inbound marketing is more effective than buying lists because it requires more time and effort to successfully execute. When you begin to write your blogs, make sure you’ve consulted with a marketing professional about best practices. This content is a reflection of your firm, its services, and yourself. It’s worth getting right the first time.

If you’d like to learn more about inbound marketing for Technology firm or even strategize a content plan, reach out to us. We help Technology Companies grow their practice with the most modern and effective methods.

********************************************

P.S. Whenever you’re ready… here are 3 ways I can help you grow your tech business :

1.  Grab a free copy of useful stuff that can help you grow your tech business. More in our blog.

4 Ways to Position Your Tech Business to Attract More Clients Click here.

3 Mistakes to Avoid In Your Tech Business To Grow Revenue Click here.

2.  Schedule a 15 Minute assessment call with us – Click here.

We have worked with a bunch of tech companies and have offered them systems, strategies and coaching to attract and convert clients. We help you install sales and marketing systems that automate stuff and help flood leads and drive higher revenues and margins. Talk to us.

3   Join our Implementation Program and be a Case Study

I’m putting together a new coaching case study group at Techcelerate this month… stay tuned for details. If you’d like to work with us on your client-getting and scale plans… just reply to this message and put “Case Study” in the subject line.

Life is short. Take action and grow. Best Wishes.

Clients aren't evil

Hello Technopreneur, who is your type A client?

Who Is Your Ideal Type A Client?

Knowing about all the different types of clients is an important factor in deciding the kind of Tech Business you want to run.

Some super fun clients have no money. Some super boring clients have incredibly fun projects, problems to solve and have all the money.

You need to choose the client and the project that brings you the most money and the most enjoyment for what you do.

You also need to know how to handle clients based on their general interests, buying habits and characteristics.

Types Of Clients

We put clients into two categories: the ones who listen to you (those who really want your expertise in more than just Tech) and the ones who don’t.

The latter group can be further broken down into: those who make you think they’ll listen and those who don’t.

You’ll have to figure out why clients are hiring you.

Most clients will hire you for your knowledge and expertise, but maybe it’s just because you’re in the same city, or because you have experience in their industry, or perhaps you’ve built the type of features they needed before.

It might be simply because you’re the cheapest.

Whatever the reason, it will be easier in the long-run if you figure it out and accept clients with similar motivations.

Once you know why they are hiring you, you can decide if you want to continue with these types of clients/ projects and enhance the aspects they are looking for.

You might decide that you want to attract different types of clients and change your company to exude different characteristics and, hopefully, change why people are hiring you.

Type Of Client: The Price Shopper

These are people who give very little information about their requirements and are just looking for the cheapest price. They’re usually the hardest to work with because they don’t want you unless you want to be cheap. They want you to work for below market norms, and then they don’t understand why you didn’t create the Uber of technology apps for them.

Agility Nexus took a few of these projects to get started, but the last thing you want is to build your entire business on these types.

Rarely do these turn into great experiences. Usually, the client doesn’t listen or only acts like they’re listening because they really feel that any Tech business is the same as the next.

They just want the best price.

These people tend to drive the cheapest car in town.

And no, they’ve never actually driven a BMW.

Read More

What to Look for in a Tech Marketing Agency?

Technopreneurs and tech business leaders still assume that “marketing agency” implies logos, branded brochures, and a fancy website.

“In the digital era, Marketing is not shouting about the stuff you make but it is about the stories you tell” – Seth Godin. 

 

Here’s what we’ve learned after talking to hundreds of technology firms about their experiences with their marketing agencies.

 

Metrics vs. Image

 

Marketing agencies are either guided by their pursuit to provide new business, or their drive to improve a firm’s image. These firms are night and day, with half the firms operating as demand generation platforms and the other half working as rebranded PR agencies. Some agencies focus their efforts on driving more leads to your firm, and others focus on improving your image. One is strictly utilitarian and an extension of a technology business and the other is a more remote addition that focuses on PR work.

Tech firms have different needs, so let’s talk through the difference:

 

Marketing agencies as demand generation platforms:

Marketing agencies who focus on driving business to a Tech firm view themselves as an investment rather than a cost… and they operate accordingly. If a marketing “tactic” isn’t going to drive tangible return on a Tech firm’s marketing spend, then these types of marketing firms want nothing to do with it.

While image agencies have teams of “creatives” and are driven by holding their ears to the ground and measuring sentiment, demand generation agencies have “data junkies” and crunch numbers for breakfast. Rarely will an image agency have key performance indicators or other metrics, and (in the unlikely event they do) they definitely won’t show those numbers to the Tech firms they serve.

A Tech firm marketing agency that is focused on generating a return on marketing spend will constantly look at the money the Tech firm is paying, and the clients that the marketing agency is able to drive to the Tech firm. Tying a new client directly to what drove them to become a client is vitally important to these firms, and while it’s nice to have a pretty ad with the firm’s logo in a fundraiser brochure, it’s even better to have clients being driven to the firm. If a numbers-driven agency can’t tell a Tech firm the exact amount leads or revenue that they have driven to their doorstep, then these marketing agencies aren’t satisfied. Granted, driving leads and driving revenue are two very different goals:

 

Driving for leads: These marketing agencies focus their actions on driving leads to your firm. If you receive a steady flow of calls, email submissions and contact form submissions, then these agencies perform well.

Marketing agencies dedicated to driving leads to your firm focus on the number of the leads you receive. As that number rises, that agency believes that they are doing a better job and delivering on what you are paying them for. However, the more leads you have, the more work is needed to qualify those leads to see if they are the right fit for your service. If you get a hundred leads in a month, you have to respond to each of those leads. If they aren’t a good fit for your firm, then you’ve used a significant amount of time on nothing. There’s a big difference between optimizing for the quantity of leads, and optimizing for the quality of leads.

Read More

How To Expand a Tech Firm’s Customer Reach

Once technology firms have reached a level of maturity where revenue is consistent and practice (and delivery) is dialed-in, talks of expansion are almost inevitable. Expansion of tech firms comes in a few different flavors of conquest: geography expansion (into new country segments), moving up-market into complex deals/bids and expanding various practice areas.

 

We’ll cover expanding practice areas in another post, but expanding market and customer reach is often seen as the logical next step of a successful firm compared to moving up the market.

 

Whether that’s expanding revenue growth across market segments in the same country or outside, it is a trying hurdle for operations, marketing, and the entrepreneur’s sanity.

 

Here’s how to handle all three.

 

Keeping Your Sanity

 

Change in a firm is difficult, but when all of the partners are aligned on a firm-wide move, that resistance to change can swing the other direction into unbridled momentum. While deciding to grow a firm’s new revenue streams can feel incredible, eventually the honeymoon phase of decision making is over, and the reality of execution begins. To ensure partners can focus on their work and not lose sleep over the expansion, it’s critical to have realistic and achievable goals in mind.

Read More

3 Unusual Ways to Standout and Win

Last week, had coffee with a technopreneur in Singapore. What he said blew me away!

After getting to know about his business, the past 6 years of his roller-coaster life as an entrepreneur, motivations to start a business in his 40s after quitting a well-paid job in an MNC – casually asked him this question.

“What is your definition of success and failure? And why now?”

After digging his head down for a few minutes, he looked me in the eye and said this.

My definition of hell is to reach the end of my life and coming face to face with the person you might have been!

I just want to go with no regrets in my heart. So here I am.

In his world, there are no costs or losses.

Just investments.

Read More