Marketing

Survey says…

Every now and then you have to stop guessing about what your customers are doing and actually ask them. This fall, we conducted a survey of over 650 entrepreneurs and business planners who are using our software. Their responses yielded some helpful information for others tackling the most challenging aspects of business planning.

As part of our series on “Back to Fundamentals” in business planning for Global Entrepreneurship Week we’ve posted an article about our survey, what it tells us, and you, how to use survey results in developing and planning our marketing strategies, tactics and programs.

Click here to read our Planning tips from Palo Alto Software customers article.

Tags: , "back to fundamentals", backtofundamentals, global entrepreneurship week, marketing tools, survey
Posted on November 19th, 2008 | No Comments »

There are so many details to managing a good Pay-Per-Click (PPC) campaign that many people outsource the task to those who know the systems very well. Others try to manage their website’s keyword lists, advertising copy and landing page on their own – Some do it well, others do not.

It’s important to go back to the basics of a PPC campaign (keywords, advertising text and landing pages). Google is constantly changing the aspects of how advertisements are ranked for certain keywords (it’s not just about the bid), that having the core fundamentals in place is important and needs constant review.

I’m going to be presenting this subject in three parts, starting with keywords:

Your keywords are how people find your website, your products and your services. The terms that potential customers type in when searching can be everything from your website name to a very obscure misspelling of your top product.

Doing research on which terms people are using to find you is critical. You want to be in front of those potential customers. Google AdWords has a good keyword tool that lets you enter a term, such as one of your product names, and it will give you the average search volume for the past month as well as other related search terms. This tool is one of many that give you the power to find out what your potential customers are typing into the search engines to find your business.

For those who already have a keyword list, it is still beneficial to get back to the basics and see what others are searching for. Trends change, language changes and seasons change. Many different external factors could have an impact on user behavior.

Once you have finished researching your terms or refining your keyword list, review your list of terms. Ensure that these are the terms you still want to bid on. Perhaps your business goals have changed and you no longer want to promote Red Widgets because you have found that Blue and Green Widgets are what potential customers really want.

Change is good – as long as it follows a plan.

Bonus Tip: Use the Search Query Report. Among the reports in Google AdWords is a search query report that aggregates the actual searches that people used to find your ad and site. This is a great place to get additional keywords (straight from the user!) and also to find negative keywords. Negative keywords are important to help qualify your customer before they see your ad (and before you get the impressions and clicks that you know will not convert).

Nicole Poole
Online Marketing Manager
Palo Alto Software

Tags: , fundamentals, ppc
Posted on November 19th, 2008 | No Comments »

We work really hard, here at Palo Alto Software, to make sure our software works right - not just on one operating system or setup, but on all the possible configurations we support. We’ve got two full-time testers sitting right next to the developers who write the code, gleefully pointing out any bugs they find. You know, just to keep the programmers on their toes.

But even the best products can have problems, whether it’s a package that gets broken in delivery, or a design flaw that makes your knees hit the steering wheel on that new-fangled bike.

The good news is, these frustrated customers can become your best word of mouth.

How? Great customer service should be an opportunity to market your company.

Read our latest Global Entrepreneurship Week article on Bplans.com discussing customer service as a flaw or opportunity.

Tags: customer service, Marketing, service
Posted on November 18th, 2008 | 1 Comment »

Palo Alto Software is pleased to be a small part of this amazing global effort to help young entrepreneurs, small business and growing businesses succeed with their business dreams.

This week, all over the world, businesses, universities and thought leaders in the business community are celebrating the power of the entrepreneur. As Tim Berry, the president of Palo Alto Software will tell you, in this time of economic difficulties it’s important to get back to the things that are important. Back to the things that work. The basics. The ABC’s of business.

The Business in General blog and Bplans.com will be bringing you video’s, articles, tips, special offers and a webinar on how to take your business back to the fundamentals.

If you’re starting a business or growing your business, we’re going to hopefully touch on a topic you are interested in.

We’re kicking off the week with Tim Berry hosting a webinar. Registration is closed for “Business Planning: Back to the Fundamentals” webinar at this point, but we will be posting portions of it all week long. Look for more information on that later today.

Thanks for stopping by, and if you have any suggestions or comments, I want to hear them. Please get in touch with me at hello (at) paloalto.com

Have a great week everyone!

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Tags: backtofundamentals, basics of business, business planning, entrepreneurship
Posted on November 17th, 2008 | No Comments »

I love podcasts. I can load them into my iPod and listen to them in the car when I’m going to and from work or even doing lunch. There are a few that I listen to on a regular basis and a few that I listen to only occasionally.

Last week the podcast “For Immediate Release: The Hobson and Holtz Report” had a live panel discussion on the value of PR for startup businesses.

From Neville Hobson’s website: The live call-in episode on BlogTalk Radio. Panel discussion addressed the value public relations professionals bring to startups. The topic was a response to several posts dismissing PR’s worth, suggesting startup CEOs can handle their own public relations (the post by Jason Calacanis served as the focal point of the discussion).

Panelists included Rob Lane, CEO, Overlay TV; Katie Paine, president, K.D. Paine & Partners; Todd Defren, partner, Shift Communications; Sherrilynne Starkie, from Strive Public Relations; and Michael O’Connor Clarke, from ThornleyFallis Public Relations.

I found this to be a fascinating episode to listen to and helpful for companies who are wondering if they should continue their public relations contracts.

While the focus for this podcast was to encourage companies/startups to continue to work with PR professionals, there is quite a lot of information for the business owners who believes they can go it alone in the PR world, not only in this podcast but in several of the same focused articles and podcasts.

There are certainly contacts and opportunities that you as a business owner won’t have, not being a PR professional, but when times are tough, every bit counts. And if you can get by for a few months by complimenting your toned down traditional PR and marketing efforts with doing a portion of it yourself, then that can have some potentially business strengthening results.

Also check out the podcasts from Vocus.com.  I’ve really enjoyed their recent series of episodes.

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Tags: public relations, Small Business, startups
Posted on November 10th, 2008 | 3 Comments »

I was sent a link to an article about a pub in the UK that has decided to only charge £1 for their meals. All the meals. Lunch and dinner.

And their gamble is paying off.

“Three or four months ago we were really struggling, we thought we would have to give it up,” he told Sky News Online.

“Back then we typically had 15 people in for lunch - today I’ve had 300. Tonight there’ll be about 350 people in, whereas four months ago it was 20.

In fact, the gamble has paid off so well for them, they aren’t going to go back to regular prices. How do they make a profit by pricing everything on the menu at only one pound?

“We are making a profit by doing everything ourselves, shopping and sourcing the food locally, we’ve got a local butcher who works along with us,” says the landlord.
“We can do some of the items on the menu - things like meatballs and chips or chicken and chips - for 20p or 30p a portion, so we’re still making a profit.”
The pub is now doing a roaring trade with people travelling from Birmingham and even Liverpool to enjoy the food.

Now, there’s a business that moves with the punches. Good for them.

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Have you signed up for the Back to the Fundamentals webinar yet?

Posted on November 3rd, 2008 | No Comments »

Every time I think about blogging, I question what I should write about, whether or not I have the time, if people will read my posts, etc. But when I actually think about what blogging can do for our business, it’s really a no-brainer. Blogging is pretty much free marketing (and can actually be kind of fun!). So how can you go wrong with that?

I recently read an article stating that in times of economic crises (like many feel we are experiencing today), you should continue or expand your marketing budget. The logic was that if others are cutting their budgets, you have a “greater window of opportunity to get your message across to your market.” While I do understand this logic, it is always prudent, recession or no recession, to be smart about how, where and why you are spending your marketing and advertising dollars.

Traditional advertising often doesn’t provide the results businesses are looking for, so even if they have a robust marketing budget, organizations often look for creative (and low-cost) ways to market and advertise. Blogging is one such way, and it can be an extremely effective marketing tool. Not only are you putting content out there for others to read, but when people comment and link back to their blogs, it can start a cycle of exposure.

Aside from creating and writing your own blog, there are other ways to get noticed in the world of blogging. Just like others can comment on your blog, you should explore and find a blog you like, post comments and link back to your company’s blog. There are an abundance of bloggers out there, so you are sure to find at least one that provides interesting and useful content for you to read and comment on.  And since there are so many bloggers out there, another way to draw attention to your company is to act as a guest blogger for someone else in your sphere.

Both Wordpress.com and Blogger.com provide free accounts, so take advantage of a free account and add blogging to your marketing mix.

Kristen Langham
Manager of Business Development
Palo Alto Software

Tags: blogging, blogs, creative marketing, Marketing
Posted on October 30th, 2008 | No Comments »

Ever wanted the chance to spend quality time with a guru in the marketing world? What kind of a value would you put on one-on-one time with some of the brightest minds in marketing? Are you in or near the Sonoma County region in California?

John Jantsch, the man behind the Duct Tape Marketing system, blog, book and our expert behind the newest Marketing Plan Pro powered by Duct Tape Marketing, will be joining the folks at E-Myth Worldwide on Thursday, November 13th and Friday, November 14th to help you develop the marketing and lead generation systems that will take your business to the next level of success.

That’s two days with marketing experts, talking directly to you and your business.

The seminar price includes a delightful Sonoma County winery dinner experience on November 13th.  Join John Jantsch in the beautiful Sonoma County region of California as he shows you how to create and implement a marketing plan to breathe fresh air into your business. Participants also receive a copy of Palo Alto Software’s new Marketing Plan Pro powered by Duct Tape Marketing software.

Act now! http://www.e-myth.com/seminars/ducttapemarketing/

Tags: duct tape marketing, emyth, john jantsch, Marketing, marketing plan pro, seminar
Posted on October 28th, 2008 | No Comments »

You may start noticing a theme on the BIG Blog - “Back to Fundamentals” - and when you sit down and think about it, it is a really simple idea that can have a really big impact on your business. Whether or not your company is in a financial pinch, the economy is in a slump or things are booming, it never hurts to evaluate things and get back to the fundamentals of business.

Marketing is a key component to the success of any business, so I want to focus my future posts on getting back to the fundamentals of marketing. Often times people think effective marketing campaigns require a big budget, when in reality there are many ways to market with little to no budget. Networking is one of those ways.

The word “networking” can evoke a mix of emotions from people. The old, standard definition of networking (a meet and greet event where you shake hands and make small talk with others) isn’t the only way to truly and effectively network. That being said, there is generally going to be some handshaking and small talk to learn about someone’s business and tell them about yours. There are a number of ways to effectively meet people, learn about their businesses and determine how you can create a mutually beneficial relationship, all with little to no cost and without cheesy and uncomfortable small talk. Here are some simple ideas of where/how you can network:

1. Professional associations related to your industry
2. Local or regional associations or groups
3. Traditional networking groups/clubs
4. Cultural associations
5. Chambers of Commerce
6. Local business events (business after-hours, business expos, etc)
7. Join a gym
8. Volunteer

In general, use every opportunity (business or personal) as a potential networking opportunity. Networking doesn’t have to be cheesy or boring. It can be as simple as striking up a conversation with someone who you meet in your morning workout class.

Kristen Langham
Manager of Business Development
Palo Alto Software

Tags: backtofundamentals, entrepreneurship, Marketing, networking
Posted on October 23rd, 2008 | 1 Comment »

I received an email the other day from a consulting company I have used in the past for Google Analytics. The email was for a seminar in Columbus, Ohio. It was a comprehensive one and two day seminar that, I’m sure, appealed to a wide range of people who use the service. The cost was low for most small businesses and was enticing. All the information given in the email made it the right seminar for me.

I had received a few of these emails for a few months previous for other seminars, which was good, helpful even. It gave me a basis that the company cared enough to want to offer me education on their systems.

TIP: When sending emails for seminars or conferences, getting the date out early is great, especially with some follow-up emails when the actual date is closer. Keep the seminar in the minds of the customers.

However, the date I received this particular seminar email blast was October 13th. The seminar was for October 14th. One day turn around.

I should say at this point, I do not live near Ohio, I am not even in the same time zone as Ohio. The only thing my state has in common with Ohio is the O. (Oregon, Go Ducks!) I am NOT the target for the “day before seminar” email blast. Who is? People in Ohio. People close to Ohio. Not people on the west coast.

Email marketing with a series targeted for a specific date can work, when done properly. Every piece of communication about this event was done perfectly, except one. They didn’t use segmentation in their email management tools to target their customers at each stage.

If you are sending out eblasts for a particular event, take the time to think about who should receive each email - It may not be the same set of people at each stage.

Nicole Poole
Online Marketing Manager
Palo Alto Software

Where it all went wrong photo by gary_foulger via Flickr

Tags: email lists, email marketing, Marketing, right way wrong way, segmentation
Posted on October 20th, 2008 | No Comments »