Strategic Planning Process

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Get the marketing direction right
Is your organization on the right online marketing track? Does it meet the needs of online service users, clients, and other stakeholders?

Examine the online strategic vision, mission, and core values
This basic question can either seem apparent or intimidating. The right online marketing approach is to refer back to your organization’s mission statement and original strategic vision. Are those original values still relevant today? Are they supported throughout the organization?
Unless these questions are asked, there’s the risk of mission go with the flow”. Mission “go with the flow” means the organization is losing touch with its online service users and is off target with their core audience.
marketing strategy,online marketing strategies
Start by consulting with internal and external stakeholders
All the companies’ relevant stakeholders ought to be consulted, both internally and externally. Everyone who works in the organization – including the volunteers – and the clients/service users and beneficiaries need to be sounded out to see where they think the company currently stands, where it is going, and most importantly of all, where it should be heading.
strategic vision,strategic marketing,key marketing players
Consider the marketing pace of change
If your organization operates in an online industry that is changing rapidly, the reevaluation of your direction should happen regularly – possibly every year. Or else, it should be carried out once every 3 years or so.

New Marketing Strategies VS. Old Marketing Strategies

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new marketing strategies,online marketing,google marketing

Online Marketing Benefits

Online Marketing is the planning and execution of the web production, services pricing, website service/product promotion and order distribution of goods and services to create exchanges that achieve individual and business objectives.

To put simply, online marketing is about matching every part of your online business with your customers so that:

  • You meet their needs instantly.
  • They are aware that you meet their instant needs.
  • They are motivated to buy from you because your website is different from your competitor.
  • They are motivated to keep buying from you since your competition has nothing to offer them through the online channel.

If you don’t achieve these outcomes, customers won’t buy from you and they will go to your competitor. It won’t matter if you make the best product in the world or if you are very good at online marketing and online website administration – poor online marketers go out of business sooner than you think.

Search Engine Optimization strategy – B2B ( Business to Business) SaaS

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Search Engine Optimization strategy – B2B ( Business to Business) SaaS

Having a SEO strategy in mind prior to launching your SEO campaign is one of the most critical steps that a SaaS company must make. So how do you start ?

Set a goal whether its lead generation or product download it is imperative to have an end goal in mind which will make life much easier. After having identified the goal, the next biggest thing is strategizing the process on how to execute that SEO goal. I would first start by developing a list of keywords that are highly relevant to your service or product such as: SaaS download, SaaS Demo, SaaS whitepaper, SaaS webinar etc.

Now these keyword phrases have monthly search frequencies as show below. What that means is that a specific keyword is search 200 times on Google. As you can tell the ultimate goal is to show up in the first three or four position on Google SERP in order to get maximum exposure.

SaaS download – 200 Searches a month
SaaS Demo – 90 Searches a month
SaaS whitepaper – 80 Searches a month
SaaS webinar – 50 Searches a month

The big question is how to go about creating a strategy for these keywords and show up on page one. Well that’s the million dollar question that everyone asks themselves everyday. It is crucial to keep in mind that these keywords are the core keywords that your company must compete and work hard for high search engine rankings.

SEO strategy:

  • Build content around these keywords
  • Get relevant links in the related industry websites
  • Add these keywords to your site meta tags
  • Bold, Italic, Underline these terms as many times as you can (don’t over do it)

It seems easy but in reality its not because you must know how to develop the right content, where to get the right links, how to write the meta tags and which keyword to style.

Search Engine Optimization requires deep understanding of web marketing as well as technical aspects of the website in order to succeed in this type of online marketing. Having the right people handling this aspect of your online marketing is well worth the money. However, don’t fall for the big SEM agencies scam as they will overcharge you for the same work as an in-house SEO employ will do or a SEO freelancer. Keep in mind that most SEM agencies make search marketing sound like a rocket science and very difficult to execute but it’s actually not. You can hire an in-house SEO person or hire a SEO freelancer who will do the work for half of the price.

Please let me know if you need help with any SEO service and I will be more than happy to help you as. My email is don@tripleroi.com

seo strategy, saas

Landing Page Strategy for SaaS (Software as a service) – PPC

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The main focus of a B2B company when optimizing a Pay Per Click (PPC) campaign should be the Landing page message and design to capture leads in very few easy steps. Let’s take for example SaaS (Software as a service) industries which mostly lead generation oriented as well as very expensive in terms of buying the service. One of the top priorities for a SaaS B2B company should be the custom landing page development to better integrate the user with the service offerings. Creating the right landing page can be very critical to your PPC campaign as it conveys your service value proposition directly to the user who has two choices “fill out the lead capture form” or simply “leave the page”. The average user spends at most 12 seconds on a landing page after they click on the AdWords ads to further their interest in the service offered by the SaaS company.

What are some PPC Landing Page recommendations for a SaaS company?

• Define the SaaS goal of that specific landing page ( Demo, White-paper, Podcasts, expert)
• Use SaaS visuals to help user see what the service/product is like after they purchased it
• Have a lead capture form with no more than five info fields
• Get to the point quickly without cluttering the page with unnecessary SaaS information
• List SaaS key benefits by outlining the core components
• If using a toll free number on the landing page make sure you track those calls
• Use headlines that show what the SaaS service/product is all about

One way of looking at the PPC landing page is just like the “elevator pitch” analogy.
Now you also have to keep in mind that the user searching for SasS may not necessarily be the decision maker therefore you have to also accommodate the language so that the average user can understand what the service is about.

Here are few possible user profiles that maybe searching for your services:

Uninformative users:

  • Administrative stuff
  • Interns
  • Account Coordinators

Informative users:

  • CEOs
  • IT managers
  • CTOs
  • Senior Executives

It is essential to understand who your online audience is prior to launching the landing page and designing it for higher conversion rates.

Below is a generic benefit statement that I pulled out of Wikipedia;

“Using SaaS can also conceivably reduce the up-front expense of software purchases, through less costly, on-demand pricing from hosting service providers.”
This is a great example for a PPC landing page headline that conveys a very powerful message to the user by indicating that “reduces the up-front expense of software purchases” with “on-demand pricing”.This headline captures anyone’s attention as it conveys cost benefits as well as a fast timely manner service.

Having worked with a variety of B2B SaaS companies I have come up with a landing page formula that not only alters lead generation volume but also increases user engagement.

B2B PPC Strategic Planning – Marketing PPC Campaign

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B2B PPC Marketing companies often find themselves so distant with the hard work of running PPC marketing campaigns, supervising agencies and sales force, and attending to the day-to-day activities that they lose sight of the Pay Per Click campaign goal. However, it is vital every occasionally to step back, get a little perspective, and appoint in some tactical strategic PPC marketing plans.

The wide range of PPC strategic planning includes:

  • Evaluate every single one the products or services benefit offer
  • Reevaluate all the major target markets
  • SWOT equally external and internal offer variables
  • Perform deep dive at your current PPC campaign for any unprofitable campaigns

PPC strategic planning looks ahead of the instant status, in the process illuminating where you want to go in the future with your online marketing objectives. This strategic pay per click outlook can be contrasted to the planned level that looks at PPC metrics performance of detailed services/products or online target markets over a shorter time and equipped planning which spotlights on the fundamentals of getting the ROI. Going after a boarder PPC goal is a rather oversimplified but optimistically functional outline of the PPC strategic planning process.

B2B PPC Strategic Planning - Marketing PPC Campaign

Service-oriented architecture (SOA) – Pay Per Click Strategy

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Recently we had a question from a user who was interested to learn how to optimize their current pay per click campaign. The service they offer is quite complex which consisted on Service-oriented architecture (SOA). The company’s challenge was the budget and bidding strategy approach. First thing you have to know is that Service Oriented Architecture (SOA) obviously falls on the B2B PPC category, so the budget and PPC bidding strategy needs a thorough approach. So, our first suggestion was to “Day-part” as we have mentioned many times before, so you are limiting your budget to days that users are specifically looking for you. Secondly, we recommended to bid only on the keywords that are highly relevant to their service which in this case is Service-oriented architecture (SOA). Of course there is more to it but that’s the surface of that. Once we made these changes we did a benchmark study to measure the success of our B2B bid and budget management strategy. The results were quite astonishing as the lead volume increased by 67% in a matter of three weeks and the lead quality was up by 47%. As we had presumed the action plan worked like a charm despite their challenge. It is very interesting to see how few little tweaks can make a big difference in a Pay Per Click campaigns success. However, we did a lot of research on the subject of Service-oriented architecture (SOA) to learn more about their business and market segments prior to suggesting the strategy as it is a very complex industry.

Service-oriented architecture (SOA),pay per click marketing

B2B PPC Campaign Budget – Yahoo Vs Google

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Most B2B companies when are about to launch a PPC campaign tend to be confused or rather puzzled where to spend most or their budget Yahoo or Google. Let me explain the differences between these two search engines in terms of B2B spending. Yahoo is a very B2C consumer based search engine and most of the people using Yahoo are usually looking for products that can buy directly from the website. Yahoo is great for day to day product such e-commerce online stores or websites that sell affordable products to the average consumer. So in other words yahoo is not known to have high conversion rates when it comes to B2B companies. Google on the other hand is more focused on hi-tech industries and B2B services. It is more lead generation based search engine than Yahoo where consumers are more educated about the web searches than Yahoo moms&pops users. So if your company falls into the B2B category my suggestion would be to start thinking about dropping more funds onto Google Adwords than Yahoo search marketing. Speaking from experience I have seen conversion rates 80% higher in Google when it comes to B2B software companies. However, it may vary for some B2B companies as the products and services are not the same so do not go right ahead and start pouring all of your fund into Google. Do your research and see what your competitors are doing, whether they are in yahoo at all and if they are what type of keywords are they bidding on in one engine vs the other. Well this if all for now as you know you will have to contact me for more info.

Day-Parting PPC Strategy – B2B (SaaS)

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Day-parting is a crucial part of you PPC campaign as it controls your spending levels throughout the day and week. For most B2B companies it is a must to implement a day-parting strategy as it will help the daily budget get spread out evenly and get the most of the PPC campaign. So how do you go about finding the best day-parting ? Start by putting yourself in your clients or customers shoes and think about the times they might be searching for your product or service. One example would be for Software as Service (SaaS) companies whose major target markets are other small or large business. For maximum results I would go ahead and day-parting only five days a week (Mon-Fri) during office hours from 9AM-8PM. So you may ask why this? Well think about it if you were a business to business senior decision maker; what times of the day would you be searching for a Software as Service (SaaS)?

This is just a surface of day-parting and there is a lot more to it than what is just described above. Feel free to contact me for more info on this article.

Advantages of online marketing

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Another advantage is not to underestimate the large number of companies and professionals who contact us from all over the country (100/200 on average receive inquiries per day). We are not always able to satisfy both problems away both issues of competence, the requests we receive from our portals and in this case we use our own partners that we have a channel through more for the acquisition of customers. Then, finally, there are other forms of cooperation that we study specifically in relation to the powers of the web agency. Methods which tend to mutually improve services and initiatives to be developed on the Internet. But you ask: and the cost? Of course there are when the collaboration becomes an exchange of services or a mutual reinforcement. And to deepen? Just send an e-mail to then hear and possibly establish a meeting.