Posted by Ramon Trujillo on Fri, Aug 27, 2010 @ 12:01 PM
You may have heard people talking about cloud services, Software as a Services, SAAS and Services on the Cloud and still wonder, what are they talking about?
A little history is always good to try to understand were things are coming from, by the way, this is a relative short history or at least I’d like to think that it is because I have lived through it so far.
First there were the Servers, Corporations, Government and Educational Institutions that could afford them will gather programmers and users around it most of the time in the same location. Everything was centralized and running of dumb terminals that connected to the Server.
We are going to skip the mini-computers era because it was the same as the Big Servers but at a smaller scale which allowed Networked Servers and more access to Computer due to cost reduction.
The next big change came along with the introduction of the micro-computers (or personal computers) which introduced the concept of Client-Server, now some of the processes were executed in the local computers. We started to see shelved Applications to run in this Client-Server environment ERP, CRM and Office Suites that will have some local component to ease the load on the Servers. These Client-Server environments were still mostly local and if you needed to connect different sites it was accomplished with expensive dedicated lines.
Moving forward and with the advent of the Internet people started inter-connecting more and more disparate equipments and servers using a unique protocol to gap many communication problems, bandwidth was the limiting factor but once again with the increase in adoption and technology development, bandwidth not only got higher but cheaper. This created the seeds for a new business model were Services are offered to be accessed from anywhere through a web browser. From mail services to CRM you no longer need to create an IT infrastructure to have access to the tools you need.
The promises of SAAS are very tempting indeed, you will have access from any device to a secure site that has the applications that you need, were programmers are developing the next version of software, to which you will have to do nothing to get access to, at a price that you can afford.
There are plenty of applications that are already offered under this model, like Google Apps for office suite, file sharing and email, Lotus Live for email, integrated social networking and online collaboration services, SalesForce the largest provider of CRM services on the Cloud, Hubspot an Inbound Marketing Content Management Software, Constant Contact for e-mail Marketing campaigns, Network4Leaders Key Performance Indicator’s application, Freshbooks for time tracking and invoicing customers.
The applications are endless, ones more successful than others but they are all based on the premises that your business application needs is no much different than the next one and you should have easy access in a secure environment along with access to the latest version of the software.
There are several hurdles with Services on the Cloud that need to be addressed before Cloud Services are adopted.
- The Culture. Is your organization ready to let the data go to an undisclosed location? While what you bring and offer to your customers is what differentiate you from your competition, must likely your Organization DOES NOT have different requirements than the one next door.
- Security. People’s perception of risk of putting your data on the Cloud because while you don’t need to know where your data is which is one of the marketing premises of the cloud; you really want to know where your customer’s records are.
- Exit strategy. If the Cloud does not deliver how can I get back my Service and more important my data back in a non-proprietary format that I can easily re-deploy to a new location.
- Openness. How difficult will it be for us to customize if needed.
- Inertia. You already have your services in place and you don’t feel that moving to the cloud will benefit your organization. Is that an informed statement or the Job Security of some don’t bother me with that group, opinion?
I will not go into details of mixed or hybrids Clouds here, the idea being that you could have some of those services in premises for your team and/or customers to access.
One last thing I’d like to talk about is the cost of going to the Cloud, the good news, must of the time is fix price, the bad news it can add up pretty quickly but compared with not having a Local IT Infrastructure and Licensing cost to support it, it is something to consider specially if you are an SMB owner.
What do you think? Are you ready to take the leap into the Cloud?
Posted by Ramon Trujillo on Tue, Aug 03, 2010 @ 06:19 AM
I already blog about Google reader, a tool that if you are not using yet, you should be considering to use it to save time when reading and following your favorite places on the Internet.
Today we are going to talk about another Google tool that you should be using if you have a Small to Medium Business and you want to be found when someone search for your Products and Services locally, it used to be called Google Locals but they switched the name to Google Places, by registering with Google Places, your listing will also be available through Web Search, Google Maps, Mobile search, 1800-GOOG-411 and Google Earth.
On "The Power of Local Mobile Search" an Info graph they show us some interesting numbers:
- 80% of searchers, research online before purchasing in a 10-20 mile radius.
- More than 4,000,000 Map Listings Claimed. (14% of businesses in the US have claimed theirs)
- Local Search includes Mapped results and those were almost 1.28 billion searches in March 2010.
- While 89% of consumers shop for info online 98% of retail sales happen offline.
The message is, if you are not using Google locals you are missing opportunities to get found.
- But I don't have a website, it doesn't matter, all what you need is a Google account to claim your business.
- But that should be expensive, it is a free service.
- A company promised me that for $200 a month I will show on the first listing on Google locals, from Google official site, "Google Maps business listings are generated and ranked entirely by mathematical algorithms. Our algorithms and index sometimes experience changes, so businesses may not always appear for a particular category or keyword search. We also can't guarantee that your listing will appear in search results for a particular category or keyword."
So go ahead and claim your business on Google locals it is easy to setup and you will gain immediately benefits by appearing in local searches.
Posted by Ramon Trujillo on Fri, Jul 30, 2010 @ 07:18 AM
A Compelling offer is something that should be perceived as having "high value" or "interest for the targeted prospect". Let's start by making one thing clear: the fact that you have a "contact us" or "request a Call" button, DOES NOT represent neither a compelling offer nor a Call to Action.
On the other hand if you have the solution for the mosquito biting problem in the backyard but I live in an apartment where there are no mosquitoes, I won’t care much about your offer. The idea is that your offer should be compelling to the eyes of right prospect.
The average Executive receives 41 campaigns a week, this includes but is not limited to counting the consumer marketing they receive when they get home. Do you want to become the 42nd interruption? Or the only one they pay attention and respond to?
The correct way to convey a compelling offer is to create perceived value which will generate high responses that should help qualify your prospects.
So let’s go over what makes a good compelling offer:
- A free-assessment or free-consultation: Your prospect gets the chance to receive advise on your products and/or services for free. This can help start your sales cycle, however, unless you offer a very specific consultation it could be perceived as too generic. Plan ahead and figure out in advance the time and resources that you will need to dedicate if someone takes your sales offer.
- A webinar: You can educate your audience on your services and/or solutions. It can be a technical challenge to setup, but with proper planning it can drive a lot of responses. Webinars are always attractive because they not only lower your overhead costs, they also save a bundle of time!
- White papers and e-books: Help position your business as the authority on your subject matter. It is not only cost effective but you can also benefit from long tail results. Write it once and and your white papers and e-books are published forever. There are plenty of examples of this, but the one that always comes to mind is the one from the SMB dental Practice in Boston with over 100,000 downloads and counting.
- Discounts and giveaways: Best for B2C (Business to Consumers) businesses but you run the risk of being perceived as if you are offering a "cheap" solution or as someone said before “if you only compete based on price, you can only go down”. Giveaways and discounts are great if the marketer finds a way to still profit. You are in business to make dollars, not donations.
In Summary
- Choose the offer you know your company can best fulfill.
- Listen to the market and identify which offers your prospects will find more compelling.
- When creating a compelling offer, be prepared to accept that one does not fit all. Do not be afraid to try new approaches until you find the right one!.
- Measure responses and follow up, it is the only way you are going to understand what your prospects are looking for.
Do you have something to share? Leave a comment and be part of the conversation.
Posted by Ramon Trujillo on Tue, Jul 20, 2010 @ 11:52 AM
Professional practices, Lawyers, MD and Dental Practices, have the opportunity to increase revenues through Search Engine Optimization SEO. More and more searches are happening every day of people looking for attorneys, doctors, insurance, real estate and dental services.
Today Professional Practices still spending outrageous amount of money on Yellow Pages at around $4000 for a half page ad a month right there you are spending $48000 a year on a static information resource, that people hardly uses anymore.
People are using Search Engines like Google, Yahoo and even AOL to search for services and information. If you look at a joint eye tracking studies show that the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page indicating that the areas of maximum interest create a "golden triangle."
Search Engine Optimization or SEO is the process of optimizing your website content to rank better in Google, Bing, Yahoo and AOL and any other Search engine. This mean that your site will show as close as possible to that "golden triangle", if done right it can be accomplish at portion of the cost of any other traditional media with the additional benefit of long-tail results 24 by 7.
But driving the traffic is just part of the equation, if traffic was all you needed, the problem could be solved by throwing money at a Pay per Click campaign. You need to be able to convert that traffic into leads and those leads into paid customers, which is when an Inbound Marketing Strategy pays off.
This is the time to start increasing the visibility of your professional practice and start ranking better on the Search Engine Market the cost of a lead generated by your website using inbound marketing is 60% cheaper than traditional marketing media cost.
What do you think? Isn't it time you start moving your marketing budget to a more productive and less expensive media?
Posted by Ramon Trujillo on Fri, Jun 25, 2010 @ 07:30 AM
This is a guest post written by Pedro Hermida, a Florida-based Technology strategist. He is also the owner of Innovate-it.us.
Those who know me, know that I do not do crowds, I do not do lines, I do not do shopping and I am not to be seen in any of the crazy “Mondays” dedicated to “sales” in the US. They also know that I do not jump on a new product ever, specially the launch day and also know that I am a PC, with the only exception of my phone.
Well, today I decided for the first time in my almost 52 years in the planet, to break those rules and did crowds and did lines, although I must confess that I kept my face down in case I came across someone I knew, or worst, some one that knows my wife from work.(*)
Today, I went to get my Iphone 4.
During the 7 hours and 20 minutes waiting in the garage, hallways and corridors of the selected mall, I had the opportunity to do a lot of “people watching” (and criticizing) and confirm that
(a) there is a ZOO out there,
(b) that I am correct when I blame the teenagers, punks and similar as to the cause of the (AT&T) network clog and the end of unlimited internet,
(c) that is never late to embrace technology: way too many 65+ including my “mate” who was side-by-side with me on his 65th birthday, as well as some grandmas and grandpas getting “cool”.
Tired, hungry, thirsty, I spent 7 hours and 5 minutes to get inside of the Apple Store … and let me tell you, the 15 minutes I spent inside almost made me forget the other 425 I waited. I was treated like gold, in a relaxed and extremely cordial and professional manner … They know how to do this!, I mean service customers (have a darn problem with queue theory and some operational principles, though).
At the end, I did it for the first time …. To behave like a typical, frenetic shopper .. got my Iphone 4 and I am now looking for “mates” to “facetime” !
(Will never do it again, though)
PS: Special note for BlackBerry Users ….. come on guys, drop the “ball” !!
(*) She works for another SOFTware company. ;)
Posted by Ramon Trujillo on Tue, Jun 22, 2010 @ 07:10 PM
I had the chance to meet some interesting people during my son's wedding celebration over the last two weeks.
Among other people and family I had the chance to meet Mike Beschen, his son Shane Beschen is married to my daughter Sofia for the past 6 years but we never had the chance to meet.
One night he was wearing a t-shirt that caught my attention, it read “Old Guys Rule”. When I asked him about the t-shirt he told me that the company was owned by a friend and that he would contact him to send a couple of hats, of course I checked out the company’s website but that was the end of that.
Last Saturday the day before Father’s Day, I returned home and found a box addressed to me from Don Craig with 2 hats, some stickers and a hand written note that read:
“Ramon,
Mike Beschen requested that I send you a couple of Old Guy Rule hats. He said you were worthy recipient and would wear them proudly.
These are meant to be worn as a “Badge of Honor”. Thanks for your support.
Regards
Don – The Old Guy”
Ok here is what happened, Don Craig just won a customer for life and someone who will spread his message because I think his products and his projects are remarkable especially, the work he is doing with the “John Wayne Cancer Foundation”
Mike Beschen, runs a mailing list where every Friday he sends you an awesome picture and the Subject of his e-mails and his project is "Aloha Friday", if you want to join his no-spam mailing list just 1 remarkable picture a week, shoot him an e-mail “mbeschen at hawaii.rr.com”
The takeaway is:
“Bridge the tribes”.
Like Mike, take the time and introduce people with common interest to each other.
“Reach out and be remarkable”
Like Don, not only take the time market your product but to have the delicacy to personalize your message.
Posted by Jay Soshnick on Tue, Jun 01, 2010 @ 07:01 AM
The Internet continues to change the way businesses operate. New applications are being utilized to prospect, manage relationships and deliver results.
After the Internet boom, media stories were written about what would be the next "big thing."
The "big thing" is Social Media, and how it will increasingly change the way we do business.
Businesses are in the midst of great transformation. Everything centers around information:
- How to find it, manage it and use it effectively.
Before the Internet, businesses were establishing target lists through cold-calling and attending trade shows.
Email and dynamic websites have changed that by allowing us to "touch greater numbers in less time."
The Internet is a two-way communication media that is changing the game dramatically.
It's not about who you know anymore... It's about "who can find you."
With the ease and low cost of information access today prospects want to feel very comfortable with you before they conduct business. They want to trust you!!!
We all know the best way to obtain new business is still through a referral. However, for new prospects that may not know who you are they seek a professional who is credible and who can deliver.
Prospects will want to check you out before doing business. What does your "digital footprint" say about you? Have you Googled your business name lately?
We never get a second chance to make a first impression. Therefore, you must make a name for yourself before you talk to prospects.
Today, businesses must do this with effective use of marketing, PR and social media:
- Marketing is a multi-step process to build your name in the minds of prospects. It typically takes 6 to 8 "touches" before a client remembers you.
- PR is about gaining visibility in the media; by being quoted in traditional (newspapers, magazines, TV) or new (electronic, blogs) media.
- Social media involves two-way communication with LinkedIn, Twitter, and Facebook. Key objectives are to build your business profile and expand your network.
Social media requires you to be proactive and continually plant seeds which will enable branding and greater name recognition.
Social media enables branding, broadcasting, and engagement.
When done right, the potential pay-off could be huge.
Posted by Ramon Trujillo on Thu, May 20, 2010 @ 07:38 AM
Nowadays everybody seems to be preoccupied with the amount of Information that we get every second of the day, specially with the advent of social media, 13 hours of videos are uploaded to YouTube every minute, it will take you 412.3 years to view every video, the are over 13 million articles available on Wikipedia and over 4 billion photos archived on Flickr.com and this doesn't take into consideration the countless number of blog entries everyday.
Ever since the library of Alexandria we have had information overload, but information is power rather than a distraction, we just need to learn to filter it, based in our interest and needs.
One tool that you should be familiar with is RSS, and if you are not, it is time you learn about it.
RSS stands for real simple syndication, if you are collecting and reading information from 20 to 30 different sites and you go to some of them in a regular basis, wouldn't it be great if instead of you going to those sites, they could come to you when there is new information? Can you imagine the time you will save by not visiting all those sites to scan information? And all that information delivered to you on a standard view.
All what you need is an RSS reader application either web or desktop based and a list of feeds that you want to subscribe, add them to your reader and you are done.
There are several RSS reader applications out there, but if you are just starting and want to try it, I'll recommend that you use Google Reader once you do that you can check the sites that you normally visit for an orange icon like this one 
, it indicates that the site provides an RSS you can simply click on the icon and follow the instructions to add it to your RSS reader.
Another beauty of the RSS readers is the fact that you can create folders to organize your feeds by areas of interest.
Go ahead; take it for a spin, once you try it you'll find that it is a tool that certainly will help you save some time that you can dedicate to more productive things.
Photo Credit: http://www.flickr.com/photos/25031050@N06/ / CC BY-SA 2.0
Posted by Ramon Trujillo on Tue, May 18, 2010 @ 07:30 AM
One of the issues for some of our customers to go into hubspot CMS is the fact that it does not have an e-commerce module.
We are talking about customers which main strategy is not to run an e-commerce site, but that will like to have the opportunity to offer a limited amount of their products and/or services for purchasing on their website.
So, after doing a research on the options that I had, I found 2 solutions, if you need a full bloom e-commerce store I suggest that you transfer control to an e-commerce software like those from Network Solutions, they are complex and can be customized to fit your requirements.
Now if you only need to offer a limited amount of products and/or services I recommend you take a look at ecwid, they have a free version and a paid version ($17 a month), it integrates seamlesly with hubspot CMS, it is a extremely simple to setup and use shopping cart application, but it contains all the elements that you are looking for on a shopping cart, multiple integrated shiping carrier, multiple payment options including Google chekout and Paypal that you can setup in minutes.
I've setup this solution for one of our customers and it is really flexible when it comes to shipping methods and taxes also.
What type of shopping cart integration are you using with your hubspot solution? Please share your thoughts in the comments
Posted by Ramon Trujillo on Thu, May 13, 2010 @ 07:54 AM
You have to look at inbound marketing as a way to make your website work for your brand and prospect/leads generation, that if treated right could become your customers.
This actions should include content creation in a regular basis, it will mostly depend on your team availability.
You must also have the right tools for publishing that content, if you have to call the IT people, or the consultants every time you want to publish new content you are in trouble and you have to change that.
Must people understand that traditional marketing is getting more inefective because individual have learn ways to filter interruptions.
You have an amazing professional practice, a great service, an excellent product but if you cannot share your story with the people that needs your help, services and/or products, basically you do not exist to other than those that has been lucky to find you, here is were Inbound Marketing can help, by allowing you to tell people that shares your worldview in your own words what you can do to help them, and allow them to find you.
There are plenty of resources out there that can explain the basis of inbound and internet marketing but at the very least you must understand:
- Content is King, the more the merrier, google like fresh relevant content.
- Research and Select the right keywords for what you are trying to do.
- Listen to the Market, understand what the marketing really want and do it.
- Empower your team to become part of the conversation.
- Demostrate that you understand and can solve your customer problems.
- Learn to treat every single page in your website as a landing page.
If you decide to DIY please plan to take the time to educate yourself, read some books and attend seminars.
You would not dare to open a store in the dessert were nobody will find it, so why would you want to open a website that nobody will find?