M & A Rainmaker

Hootsuite is one of a number of applications that now exist for people to monitor relevant activity on a number of social media networks simultaneously like Facebook, Twitter, Linkedin and Google +. Competitors to Hootsuite include TweetDeck, PeopleBrowser and CoTweet. One of the major concerns for investors considering investing in HootSuite was it’s location in Vancouver, Canada.

You may know that Vancouver is  the home of many start-ups lots of which are ” high Tech. ” including HootSuite. HootSuite was ranked in the top 10 at the time of this survey.

Vancouver is a beautiful City located on the West Coast of Canada and a 100 or so miles away from Seattle, U.S. – the home of Microsoft and the original home of Starbucks Coffee . I have been to Vancouver a number of times – mainly to ski in Whistler. I sent my son David there to learn about Internet Marketing and I will also always remember it as the home of ” those otters “. You know the cute ones that float around holding hands and have over 17 Million hits on YouTube !! We tried to get David to visit the otters in Vancouver Aquarium but he never quite made it. He did however fly out to Vancouver and back on his own.

Anyway – back to HootSuite. One of the downsides identified with HootSuite by the venture capitalists, as mentioned earlier, was that it was based in Vancouver.  You can’t really believe that Vancouver is viewed ( by some ) as a backwater but it is. It’s vibrant start-up community is a drop in the ocean when compared with e.g. San Francisco, New York and Boston.

The biggest problem perceived ??? How would they get the talent needed ??

In fact this “disadvantage” turned out to be an advantage ….

“Up there, surrounded by quality dev talent with limited competition, HootSuite has been able to attract A+ people at a fraction of the cost of its competitors. This advantage has only grown as HootSuite now is one of the top tech companies to work for in Canada and can pull from across the entire country. ”

Similarly a ” Silicon Crossroads ” in Lichfield would be perceived as ” nowhere ” by the High Tech. community but it has major advantages in the talent pool, the location, access to transport and many other areas.

2007 article about Vancouver’s High Tech. start-up’s:

http://montrealtechwatch.com/2007/08/07/vancouver-canadas-greatest-start-up-city/

If you live in the Lichfield, Staffordshire area and are interested in learning more about Internet Marketing Strategy and Strategies then please feel free to contact me via this website or one of the Social Networks listed below. ( You can Google me for more ).

One of the objectives of Internet Marketing is to be found for relevant e.g. Google searches like ” Internet Marketing Strategy ” . If you are reading this then you found it during some search or other for something like the phrase I have mentioned. I did not pay to be listed in a Directory or to have an advert on Google ( Top results or right hand side results ). I simply wrote about this subject.

I have been an Information Technology professional since leaving the Navy in the 80’s and have experience of sales, marketing and business strategy.

Terry Herbert with some of the Saxon Hoard.

Internet Marketing has been a passion of mine for the last 10 years or so since I realised just how many people were using search engines like Google to find information, products and services.

I came to the conclusion many years ago that we tend to lag 6-12 months behind what the U.S. is doing ( although not everything is invented in the U.S.  !! ) and so I have deliberately made and developed contacts in the U.S. so that I could keep up to date with the real cutting edge of Internet Marketing. So, for example I was a beta member of Google + which grew out of the West coast of the U.S. This means that I feel connected to Silicon Valley even though I have not lived there ( I have visited on a couple of occasions ). I guess I am missing out on some of the Silicon Valley action but I love Lichfield and Staffordshire.

Other companies which typify what I regard as the leading edge in global Internet Marketing include Boston based  HubSpot and more recently San Francisco based Twylah.

There are a number of Marketing and Internet Marketing posts on this blogsite that might help you ( Try searching for Marketing Newsletters as a start ) and I am very happy to discuss specific thoughts, issues and challenges directly.

UPDATE: I am now a Digital Marketing Mentor with the Six Figure Mentors if you would like to find out how to get visitors, traffic, leads, orders and cash from your website please click >>>>>>>> HERE <<<<<<<<<

Social Network Links

https://plus.google.com/100770362378770488768/posts

https://www.facebook.com/chris.windley

https://twitter.com/#!/cwindley

http://www.twylah.com/cwindley

http://www.linkedin.com/in/chriswindley

The reason that I recommend that my clients use HubSpot Inbound Marketing software is because I want them to be in control of thier Internet Marketing spend and investment.

When researching for this article I quite liked this post here

http://www.wsiwebpro.com/roi-formula-internet-marketing.html

which offered a ” Common Sense ROI strategy ” which basically was ” Increase the traffic to your website OR increase the conversion of traffic to leads OR both “.

Within that simple advice are hidden some basic things that some people just do not understand.

As I have said in earlier blogs the key to a website is how often it is found by the right people ( for the product or service that you are supplying ) and it is of lesser importance what it looks like as long as it converts visitors to leads well.

As very few Internet Marketing and Website Design companies understand this very few of them ask a critical question ” What ( words and phrases ) are you trying to be found for and who are your likely customers??  ”

In fairness those that do often struggle to get a response because thier clients simply do not know the answers to these questions. ( The answer to the first part of the question requires that the client put himself in the mind of thier client and think what they would type into Google in order to find the product or service that they provide . The answer to the second part of the question requires that they understand the typical profile of thier target customer. )

When you have your website being found by lots of the right people then you have TRAFFIC !! The you only need to convert that traffic to a lead. ( To be a lead you need some information about the enquirer e.g. name and email address. )

Conversion of traffic into leads is an art that I will not go into here.

The reason that I recommend HubSpot Inbound Marketing software to my clients is that I want to know ( and they need to know ) how much traffic they have; how it is increasing ( hopefully ! ) over time and where that traffic is coming from.

Is it coming from e.g.

– Direct Traffic ( someone just typed in the name of your company – implying that your name is well known for that type of product or service )

– Organic Traffic ( implying that you ARE being found for the words and phrases that you have optimised for )

– email traffic ( implying that you are getting people signing up to your blog/website and your email camapigns are working )

– Referrals ( implying that other people are spotting and highlighting and propagating your information )

– Social Media ( implying that people are following your Facebook, Twitter, Linkedin pages and that they are following these back to your blog/website ).

etc etc

Once we know what is happening to our traffic and where it is coming from we can fine tune to get more and then to convert that traffic into leads and then, all importantly, into sales.

Once we know how many of what product or service we sold ( at what price and profit ) we can work out what our Return on Internet Marketing spend is.

I have a client who is looking for SaaS companies that might fit into it’s Buy and Build Portfolio. They will deliver solutions for the public and private sectors.

If you know of any such companies please let me know asap.

Just thinking about marketing strategy for a meeting that I have got next week. I am not sure about you but I like to try and keep things ( relatively ) simple. I have got a simplify and focus attitude to most things. ( Although some of them stubbornly refuse to be simplified 🙂 )

So, I think that the really key issues are:

What your strategic objective is ?

Typically companies that I get involved with have an exit strategy ( see – selling a business ) so included in  the objectives is the creation of  as much value in the brand, the processes and the customer connections as possible.  We want clear and consistent brands and messages; linked traditional, word of mouth and internet campaigning; creation and maintenance of a good customer and prospect database.

What the tactical objective(s) are ?? 

Perhaps we want to promote certain products and services to certain types of people to generate leads; perhaps we want to improve our Internet Marketing profile as our Traditional and Word of Mouth marketing is working pretty well.

What is our message ??? ( What are we offering ?? , what is it that we want to say to people ?? ) 

Is our proposition clear ?? What do we really do ( best ) ??

Who do we want to get our message to ??

Geographically( What area ?? ) , vertically ( Which sectors ? ) and horizontally ( What size of businesses ? ) I also like to visualise and describe the ideal, perfect customer. Hopefully we will have at least some of those 🙂

How are we planning to get our message/proposition to our target markets ?

We have got these three main routes of Internet, Word of Mouth and Traditional. We can also ” push ” our message or we can allow it to be ” pulled ” ( eg we make sure that when people are enquiring about an area that is one of our main offerings they are going to find us )

What will we do to provide proof that we know about these areas and establish our credibility ??

We will talk about people that we have helped with our solutions. Case studies. Testimonials. Referrals.

What are the competition doing ??

Who are they ?? What are they saying ?? What are they doing ??? What are our advantages and strengths ?? 

These are some of the main areas that we need to be thinking about.