Archive for the ‘Marketing topics’ Category

Naming your Business

Posted: April 10, 2018 by David Lamont in Marketing topics

Naming your business is one of the first, critical, and long-lasting things that you do. A good business name is very important to get right because it:

  • Becomes your brand name and the reputation associated with that name is a valuable asset.
  • Is trademark-able protecting your reputation from poachers.
  • Becomes your website address where prospects and customers find you online.
  • Is very difficult and expensive to change.

So, what makes a good business name? The following list highlights the interrelated elements that make a business name better. Very few names can claim them all, but all good names can claim some of them.

The premium Internet domain is available (e.g. dot-com, dot-ie in Ireland.)

Most savvy marketers will abandon a name if the domain is not available. If it is available, they will purchase all similar domains to keep them off the market.

The word and spelling are unique enough to be trademarked and the trademark is not already taken.

If the trademark is taken, move on.

Obvious to pronounce and spell.

Do you want to spend limited marketing resources bridging the perception-to-reality gap for your name? It’s an unnecessary sidelining of funds that can otherwise be used to boost sales.

The name makes it clear what you sell.

“Unoso Software” is better than just “Unoso.” You also can achieve clarity with an icon and/or tag line but it’s best if the name itself is all that is required.

The name is as short as practical.

Short names are easier to remember but they are also easier to work with in the Internet age where advertisements are limited by characters and pixels. Try this: Type the name in a font approximating your eventual logo then shrink it to 1-inch. If you can’t read it clearly, it is too long.

The name and its associated reputation are transferable.

In some countries it is common for a company to be named after its founder (e.g. Joe Ryan & Sons.) However, with the reputation tied to an individual the brand name may not have as much value as one that can be more easily transferred.

Starts with a letter that is early in the alphabet, so it appears towards the top of lists (e.g. directories.)

Most prospective customers only contact 2 to 5 vendors so making the shortlist is important to sales.

Learn more about how your business beat your competition, attract better sales leads and win the loyalty of your customers by contacting Marketingsage now.

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The Greatest Cost, Namely Time!

Posted: March 5, 2018 by David Lamont in Marketing topics

It’s easy to understand the value of time when it is applied to wages or a consultant’s time – you pay or earn a fixed price per hour, day, week, month or year. In this case, the value of time remains relatively constant. But when it comes to marketing a product the value of time is not constant. There are certain “windows of opportunity” which can significantly improve profitability and, if missed, can doom an otherwise good product to financial failure. Learn how to work with time by reading The Greatest Cost, Namely Time! on the Marketingsage web site.

While many of the day-to-day marketing activities revolve around one promotion or another it’s important to ensure that your activities are supporting a useful strategy. In turn, that marketing strategy should be supporting business goals. This Proven Marketing Strategies document on the Marketingsage website contains useful list of marketing strategies.

 

Marketing Planning Cheat Sheet

Posted: January 23, 2018 by Agnes Lamont in Marketing topics
With the new year upon us, many are catching up on their planning. It’s important enough that General Dwight D. Eisenhower famously said: “In preparing for battle I always found that plans are useless, but planning is indispensable.” So with the process in mind, I’ve posted a single-page cheat sheet on the Marketingsage website.

Writing Stuff or Content Marketing?

Posted: April 14, 2015 by Agnes Lamont in Marketing topics

The difference between a hoarder and a collector is organization. The same holds true for the distinction between collateral creation and content marketing. Creating and posting piles of “stuff” online is not the same thing as cultivating and engaging an audience as a trusted expert and thought leader.

Having a strong content marketing strategy can improve the effectiveness of inbound marketing through all buying phases, from awareness through purchase, and increase overall brand equity. Answering the following questions should help guide your strategy successfully:

1. Who is my audience?
2. What can I offer that will interest my audience?
3. Does my offering tie back to the products/services I sell?
4. What is my brand voice/personality?
5. How will I distribute the content I create?

Having the answers helps bound what you should be creating, align content with your overall marketing and business objectives, and helps you manage a realistic delivery plan.

Sure, you may know a great deal about a range of subjects, but by focusing on a specific area, you can build credibility and provide meaningful value to an audience that is truly interested. Research what is of interest to the folks in your target audience. Do you have expertise to fill in knowledge gaps, answer questions, and offer guidance? Do you have controversial thoughts and ideas? Whether your content creation takes the form of videos, blogs, white papers, guides or whatnot, you should aim to create content that provides valuable insight and useful tools for your audience around your chosen topic. Every piece of content you produce should be of high quality and very relevant to your audience. That is what helps credential you as a trusted source and builds equity in your brand.

About the Author

Agnes Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management and enterprise software products. She can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join her network on LinkedIn and to subscribe to this blog (see sidebar).