Oct 23

John Sculley on His New Book, ‘Moonshot’

My interview with the legendary former CEO of Pepsi and Apple, entrepreneur and mentor, John Sculley, on the occasion of the publication of his just published book Moonshot! Game-Changing Strategies To Build Billion-Dollar Business….

Bruce Rogers: Tell us why you’ve chosen this moment to publish another book?

John Sculley: I have been lucky enough to have been in a lot of interesting places at a lot of different times and to work with some really talented people. I had never intended to write another book again, I wrote one years ago (Odyssey: Pepsi to Apple : A Journey of Adventure, Ideas, and the Future). We sold about half a million copies.  My brother came to me, and he said, “John, you’re working on so many interesting things.  Why don’t you write a book?”  And I said, “No, I don’t write trophy books just to flatter myself. I’ve got more interesting things in my life to do than do that.” But I started to think about it and it became pretty clear to me that business schools do a great job of teaching students how to think like a CEO of running a big company.  And there are plenty of books on management along the same lines.  The challenge today is that managers need to think more like entrepreneurs. I don’t do management. I’m a builder. And that’s what entrepreneurs do.

John Sculleys New Book Moonshot

John Sculley”s New Book “Moonshot”

Think about the large number of really successful entrepreneurs today who never went to business school. I was an okay manager, but what I was really good at was building businesses. So I decided that I might have something interesting to say and  share my experiences on how to build transformative businesses. We get between 50 and 150 unsolicited questions a day over LinkedIn from entrepreneurs around the world seeking advice. And I feel terrible that I just don’t have the time to answer them all, so the book was written with this audience in mind. The book is only part of the story. We also have a ten hour video learning series for entrepreneurs as well. My “Building a Transformative Business” videos are available on-demand at johnsculley.com.

Bruce Rogers: What’s the concept behind the book title Moonshot?

John Sculley:  Moonshot is a well-known term in Silicon Valley for moments where something really big happens that everything that occurs after it is going to be different. When Steve Wozniak and Steve Jobs created the first useful personal computer, the Apple II–that was a moonshot. When Tim Berners-Lee created the World Wide Web, the internet suddenly became available to the rest of us.  That was a moonshot.

Bruce Rogers: Do you know you’re working on a moonshot or is it a moonshot in retrospect?

John Sculley: I don’t think you really know until it happens. When Google reinvented search and advertising, that was a moonshot.  When Steve Jobs introduced the iPhone, that was a moonshot. What’s interesting now, to me, is that it’s not one genius who is doing it. There are a whole bunch of companies doing it, enabled by technology. Cloud computing is just exploding which didn’t even exist eight or nine years ago.

It really dawned on me that this exponential growth of big data, cloud computing, mobile devices, and ultimately the internet of things is creating a market power shift from traditional producers who are in control of businesses to customers. Big data is making customers smarter and customers, now, are paying more attention to what other customers have to say.

Permanent link to this article: http://homebiz2bizreview.com/john-sculley-on-his-new-book-moonshot/

Oct 22

Internet of Things: which things really should phone home?

There has been no end to discussion about the budding relationship between IT and marketing chiefs. Certainly, marketing executives have been involved in a lot of their own technology initiatives in recent years, and IT executives need to support them.

But the CIO-CMO nexus may eventually pale in comparison to another alliance (or competition) soon to emerge within organizations: IT executives and product VPs.  It’s all being driven by the so-called Internet of Things (IoT), in which software and sensors are becoming part of many products now going out the door.

The IoT,of course, means many things to many people. But to IT leaders and professionals, it means getting more involved than ever before with the product development side of the house. More products — and not just refrigerators and automobiles — are being shipped with software and sensors embedded within them, requiring that IT departments be able to monitor and evaluate potentially every product that goes out the door, long after its been in customers’ hands.

Michael E. Porter and James E. Heppelmann write about these considerations in a recent Harvard Business Review article, noting that before embracing the Internet of Things (IoT), there are a lot of things an enterprise needs to consider — here are some of them:

Pick the products that really can help the business benefit from smart, connected capabilities. There’s a risk of overdoing it, attempting to capture data from everything, Porter and Heppelmann warn. “Companies may be tempted to add as many new features as possible, especially given the often low marginal cost of adding more sensors and new software applications, and the largely fixed costs of the product cloud and other infrastructure.” However, it’s best to be selective and strategic in picking out the connections that make sense for the business. Likewise, the authors add, it’s important to remember that adding connectivity or monitoring software to products creates overhead, and possibly cut into their performance. 

Secure the data. Porter and Heppelmann observe that collecting massive streams of data from across the globe means protecting that information, as well as determining who rightfully owns it. If it’s low-level or aggregated data, the security costs may be minimal. But these costs will go up as the value or sensitivity of the data increases.  In addition, data gathering may have legal implications — for example, does it belong to the product owner, or to the manufacturer gathering it? This needs to be hashed out through contractual agreements, they argue.

Monetize the data. Once the ownership and access rights to data are hammered out, the information could potentially be of value to organizations beyond the manufacturer and customer of a connected product. “Data about the performance of a product’s components, for example, could be valuable to suppliers of those components,”  Porter and Heppelmann state. 

Decide whether to build or buy. A home-grown system to monitor and analyze products can be a major challenge to build and manage, Porter and Heppelmann point out. Keep an eye on the IoT market. “Just as Intel has specialized in microprocessors and Oracle in databases, new firms that specialize in components of the smart, connected products technology stack are already emerging, and their technology investments are amortized over many thousands of customers,” they relate. Likewise, enterprises need to determine whether they want to go with an open versus a closed system. A closed system may provide some competitive advantage, but an open system is more flexible and adaptable as solutions come on the market.

Transform the business. The business will change on many levels as IoT approaches raise the level of awareness and connectness with customers. There may be less of a need for service partners and intermediaries, for example. When a device phones home, it will talk right to the original manufacturer. There’s a notable opportunity to reconstruct a company’s business model as well, to be more focused on the customer experience, Porter and Heppelmann state. And, in the end, that’s what really matters.

(Thumbnail photo: Joe McKendrick.)

Permanent link to this article: http://homebiz2bizreview.com/internet-of-things-which-things-really-should-phone-home/

Oct 21

Relying on Word of Mouth? Boost Your Visibility with a Modern Online Marketing …

Relying on Word of Mouth? Boost Your Visibility with a Modern Online Marketing Campaign

LOS ANGELES, Oct. 20, 2014 /PRNewswire/ Today it’s a given that the Internet has become an essential tool for businesses the world over. Once the domain of larger and/or more technologically savvy businesses, today even much smaller firms have embraced Internet marketing as an effective method for reaching a wider audience, andpenetrating deeper into local markets. Due to the rapid expansion, and utilization of the web as a means for delivering content and increasing exposure, businesses and organizations that don’t deploy online marketing suffer an inherent disadvantage in a competitive market. As an experienced leader in online marketing, Cyberset Corp. has the resources and the expert knowledge to help companies on any scale, even smaller organizations, gain the edge with effective internet marketing campaigns.

At a time when many in the industrialized world are beginning to view Internet access more as a public utility than a luxury, an appropriate web presence has never been more important. Most established companies are well aware of this, and use websites to bring their message or their product directly to their market audience. Even modest establishments benefit from online exposure as, truly, there is no longer an organization too small or too old-fashioned for a website. It may be tempting for some small business owners in less technological niches to believe that a website is unnecessary, particularly if their customer base is primarily derived from local foot traffic. However, due to the ubiquity of the smartphone, one of the first things a potential customer does when interested in a product or service is to look it up online from wherever they happen to be. When this is the case, few things leave more of a negative impression than no impression at all.

While developing a site, no matter what the scale of the business, any organization must roll out professional, appealing, and functional designs that appeal to users. For the best results, businesses will seek the service of an experienced website marketing company like Cyberset Corp. to design and build the ideal site that best serves their clients’ purposes. Cyberset’s expert team of webmasters, writers, artists, and engineers individually craft a website based on the client’s unique preferences and sensibilities. The end result is a visually striking, easily navigated online presence with highly tuned and high quality SEO content that maximizes web traffic.

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Oct 20

The content marketing trends your business should be implementing

JT Ripton is a business consultant and freelance writer.

Through proper content marketing, businesses can build their brand, raise awareness, and engender trust. This type of marketing positions businesses as credible and reliable information sources. Sharing and promoting content related to your particular industry attracts people to your social media and digital platforms as well as your product lines.

With so many potential benefits from content marketing, here’s a look at the trends that your business should consider implementing:

“Director of Content” is the new highly recruited marketing title

The person in this critical role helps coordinate sales and marketing activities to ensure both departments are working toward the same goals. In addition, this leader provides a vision and helps the business incorporate the best content marketing strategies, including webinars, videos and guest blog posts.

By shaping strategies and overseeing execution, the content director ensures messaging remains focused and on brand. Whoever holds this role needs to have a well-rounded approach to creating, managing and distributing content across multiple platforms to reach as many people in the company’s target audience as possible.

Mobile optimization is crucial

mobile optimize sites 520x320 The content marketing trends your business should be implementing

A 2014 report from the Pew Research Center Internet Project reveals 90 perent of Americans over the age of 18 have cellphones and nearly 60 percent have smartphones. Approximately half of all adults in the United States own a tablet.

With such impressive penetration, it’s not surprising that a separate report from financial giant Morgan Stanley predicts mobile Web usage will exceed laptop Web browsing by 2015. As smartphones are becoming cheaper, the study results illustrate the absolute necessity of content marketing on mobile devices.

Whether you’re creating email newsletters, white papers, or podcasts, optimize the content for mobile devices. Failing to take this step means you might not reach a large part of your target audience.

Videos need to play properly on smartphones and tablets. Webinars need to enable people to join on the go. Thinking about mobile now ensures your company won’t fall behind the curve in the coming months.

The evolution of the guest video post

Many companies are hip to the opportunities that come from having one of their leaders write guest blog posts and bylined articles for industry publications. Imagine, however, the bang you could get from doing a guest video post.

video 730x276 The content marketing trends your business should be implementing

Guest bloggers can easily create engaging, high-quality videos that will inform and educate on a variety of essential topics. Videos allow guests to show, not just tell, so the company will receive a more compelling piece from their guests.

With studies reporting videos as the new way to reach a mass audience, the evolution of guest videos is upon us.

Engaging industry influencers

Don’t think that you have to create all content in-house. Work with industry influencers who have respected voices, and ask them to develop content your company can distribute.

For example, you might ask a well-known consultant to write a review of your newest product. While you won’t have the kind of control over the content you’d have if you used someone inside your company, you do gain greater credibility and trust through working with a professional outside your firm.

Another possibility is having someone in your marketing communications department do an audio or video interview with the influencer. Edit and package the content for distribution on social media and your company’s website. Then, ask the influencer to share with his or her followers.

Develop a one-stop shop

Some companies enjoy success by developing a one-stop online resource where visitors can educate themselves on issues and topics relevant to your industry.

One approach is to use a university model in which you offer online courses, instructional modules, and self-test tools. Content packaged to teach your customers things they want to learn is highly effective at drawing in visitors and getting them to engage with your site.

checklist 520x346 The content marketing trends your business should be implementingCreate a check-list to ensure you’re contributing the most helpful information for your viewers. Does your site have extremely high-quality content? Does your company practice data curating to get the most up-to-date, comprehensive information available? It may be time to start!

Try custom-content feeds that give viewers access to a variety of content like social media RSS. Another option is to recruit influencers to contribute to your site. Have a leader in the field post a blog, or take the time to interview one of the most successful people in the field and post the video online.

Utilize Google+ and SlideShare

Move over, Facebook! New social media sites are pushing the envelope for B2B content marketers. With new technologies from Google bursting at the seams every year, there is no doubt that Google+ is innovating a whole new network of social sharing.

Many people are taking up Google+ to disseminate content marketing information for their companies. Professionals are connecting with their work, while also sharing personal articles and photos with family and friends.

SlideShare will also be a key contributor in content sharing. With the ability to create presentations and share them easily with groups, this trend has B2B marketers working hard to create vivid and engaging content.

With all of these new trends, it’s easy to say that content marketing is growing rapidly. The industry is experiencing new advancements every year, which is sure to provide more insight on what is producing ROI for all companies utilizing it.

Read next: 6 ways content marketing has changed the way we do PR

Permanent link to this article: http://homebiz2bizreview.com/the-content-marketing-trends-your-business-should-be-implementing/

Oct 19

Humor Turns E-Mail Viral

A study by Sharpe Partners, an interactive marketing agency, revealed that 89% of adult Internet users in America share content with others via e-mail. This is excellent news for those companies who use self-propelling word-of-mouse” e-mail techniques to sell their products.

The study generated some interesting results regarding the type of content that is most often forwarded, as well. The most popular content is humorous material.

The second most popular category is news, followed by healthcare and medical information, religious and spiritual material, games, business and personal finance information and sports/hobbies… in that order. So it is easy to see that humor is the best content for your viral e-mail campaign.

Cartoons, jokes and funny video clips are among the things that can be added to an e-mail to insure that it will go viral. People will want to pass along something that makes them laugh.

They are a lot more likely to hit the forward button and send your email to their friends and relatives if it is an “advertainment” rather than an advertisement.

Not along ago, about 35 million people got an e-mail containing a picture taken in Disneyland. It took a minute to see it but there was Donald Duck lying prone in front of the famous Cinderella Castle. The title of the picture was “Bird Flu has hit Disneyland”. It was a viral e-mail advertising Disneyland and used the edgy strategy of making light of what’s serious… and it works.

I’d guess that most people who own a computer have seen that picture… and thus the advertisement for Disneyland. The bird flu epidemic is newsworthy and has the potential to attract an enormous amount of attention to any brand that might, for whatever reason, associate itself with it.

Remember that people are much more likely to share a joke or a funny picture than anything else so you would be well advised to include humor in your e-mail campaign.

Permanent link to this article: http://homebiz2bizreview.com/humor-turns-e-mail-viral-2/

Oct 18

10 Reasons Perry Belcher Dominates Digital Marketing

Internet marketing is an extremely vast, complex, ever changing subject, and seems like a constant moving target for many businesses and professional marketers trying to succeed online. Smart beginners may ask some form of the question:

“What key skills or strategies make someone successful or effective at online marketing?”

Anyone vaguely familiar with online marketing knows this is a very broad question, and the answer would have to be a general mindset-related coaching response, which would hopefully guide the person asking the question towards establishing the right attitude or approach to such an ocean of opportunity. Sometimes the best way to succeed with a professional career, new marketing medium, or business venture is to reference examples of success. Why?

“Success leaves clues” – Tony Robbins

The practice of using proven examples of success for inspiration and strategy applies to all aspects of business and professional development, especially digital marketing. There are many seasoned digital marketers that you might follow and study for such examples, such as Perry Marshall, Andy Jenkins, Ezra Firestone, Ryan Deiss, and several others with noteworthy accomplishments. These gurus have a wide range of specialization including media buying, physical product commerce, email marketing, funnel systems, and social media marketing, but there is one marketer with such an array of expertise that he is impossible not to mention.

Who is Perry Belcher?

Perry Belcher is an SEO expert, business marketing consultant, investor, importer, copywriter, Internet entrepreneur and Co Owner of Digital Marketer. It’s true, a lot of people might have similar labels. However, Perry is the guy who does all that and profits over $1MM from an ebook called “How To Start a Hot Dog Business” and has no problem spending 5x what competitors spend to acquire a customer. Perry specializes in all aspects of online marketing, all platforms available as a medium for creating offers and promotional messaging, and consistently has the most robust customer acquisition and follow up systems around. In fact, most of the other IM gurus use his strategies to enhance their businesses.

Perry has countless examples of successful online businesses, which he casually refers to as his “portfolio companies” – too many to list. A few recently launched virtual businesses worth mentioning are DIYReady.com, SurvivalLife.com, and MakeUpTutorials.com.

Belcher brings decades of startup company and investing experience, and an approach to Internet marketing that the experts can learn from. The following are ten vital factors in Perry Belcher’s mega-success with digital marketing.

Market Research

Being first-to-market is one of Belcher’s keystone’s to success. With disciplined application of known and proprietary research tools, he gathers and compiles information about market growth and trends, and formulates data-driven action plans for entering new markets with offers and products that did not formerly exist. This rapid execution strategy has allowed Perry to accomplish the seemingly impossible in markets where many thought money wasn’t available.

Idea Incubation

Before launching any business, product, or website, Perry Belcher refers to his “Brain Trust” which is his staffed team of expert marketers and business developers, which facilities the research and development of possible new ventures. Having such a dedicated set of brilliant minds available for brainstorming and research significantly speeds up the process of conceptualizing, proving, or disproving potential profit opportunities, which allows him to make faster decisions on business plans and investments.

Enterprise Mindset

Perry is one of the most disciplined online marketers when it comes to avoiding “flash in the pan” options for online marketing, and focusses on building real businesses that can either run independently by managing partners or be sold later for millions. Having this mentality encourages better decisions around forming corporations with longevity in mind, and ensures healthier logistics and value-based thinking around growth and planning.


Every market has a variety of potential offers and profit opportunities, but rarely does any market fit a one particular product mold. Many digital marketers fail to diversify, not only in market selection, but in offer type strategy. Belcher has mastered the 4 major types of products that can be sold online, information, physical goods, business services, and affiliate offers, which allows him to not only diversify his market selection, but the revenue agendas withing each business he creates.

New Media Platforms

Perry has a twisted passion for tackling every single new marketing medium and digital platform that becomes available. Whether it’s Facebook advertising, YouTube, Pinterest, or even environments like Twitter and Reddit that you wouldn’t expect to be able to gleam profits from, Belcher quickly adopts it and invariably wrestles it into a systemized, turn-key method for sharing valuable content and reliably generating visibility to his businesses.


Because online marketing is essentially virtual communication, largely in the form of text advertising and various forms of media messaging, Perry’s knowledge of buyer psychology and masterful copywriting skills have given him an edge in figuring out how to formulate the right messaging for any given product and market. That coupled with the ability to put it in front of the right people, at the right time, in the right sequence, has made him very successful.

Tracking Testing

Any good marketer knows that they must track and test the results of every piece of marketing collateral to understand precisely how effective it is, and consistently introduce revised, expanded, more optimized versions of the same or similar messaging to increase conversion. Belcher is one of the most aggressive testers and conversion rate optimizers in the world of digital media, and never settles for mediocrity. According to Perry, no sales page or ad copy is ever complete – there’s always something more to test.

Follow Up Funnels

Repeat buyers are Belcher’s focus from the start, regardless of the industry or market. The follow up machines, and repeat customer systems Perry puts in place are extremely sophisticated and custom tailored for every offer. In fact, he will often choose to lose money on the acquisition of a new customer with a very small purchase on the front end, simply to “gain the customer” with an unbeatable offer. Once he has them in his funnel, he has a customer for life because there’s always an extremely valuable, perpetual offer system in place. But avoid confusion, the follow up systems are typically loaded front to back with tons of value for the customer, so its not just consistently swift persuasion to buy the next thing. Every product is value-based and the result is customers always being overjoyed to invest again.


Building a community of trusting buyers is largely how Perry becomes so profitable in his businesses. Focusing on his concept of “Customer Value Optimization” he is able to consistently deliver value to every member of his buyer communities over time, creating long term relationships with purchase-ready people that can’t resist investing in his next product or promotion. It’s worth mentioning again that this is only possible when you are delivering real value.

Giving Back

Possibly one of the oldest, but purest, most vetted business building techniques there are – giving back. Perry Belcher is a great example of how the gift of time, knowledge, strategy, and information can benefit you greatly in business. Perry hosts regular mastermind groups, seminars, webinars, and conference sessions where he unleashes everything he knows about a given topic or business opportunity. As a speaker and author, Perry is one of the most giving educators there are in the online marketing category. He doesn’t care if the suggestions are out of scope or beyond the topic at hand, and always does a marvelous job sharing more than enough experience and wisdom about business and marketing that may possibly help the listener or attendee. Whether its a spot on a webinar, a seat in a seminar, or a lucky ticket to a coffee date, if Perry is talking the listener is profiting.

In summary, success in digital marketing isn’t always about the platform, the offer, the one strategy, or the market. More often than not, a person’s success in Internet marketing has everything to do with mindset, resourcefulness, consistency, and a strong sense for innovation and trying new things. The trick is learning from each initiative, carrying forward what worked, and leaving behind what did not.

Permanent link to this article: http://homebiz2bizreview.com/10-reasons-perry-belcher-dominates-digital-marketing/

Oct 17

Internet Marketing Strategies For Companies: The Best Way For Your Products …

Web Marketing
(Photo : from:www.flickr.com)

Boosting Up Internet Marketing

Internet being accessible to almost anyone means being able to market to almost anyone also!  And with fast the paced life adopted by majority of us today, most people resort to the internet to save them from the hassle of going to malls and supermarket and to specialty shops to meet their needs. 

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The best way for your product to top the list in the web is to outwit everybody else.  Here’s how.

Giving the best offer.  By knowing who your competitors are, then you can suite your offer well.  What most internet products endorsers and advertisers fail to take note is the competitive edge of other products. They have this idea that getting the right keywords settles all the difference in the internet, but they are wrong!  Product presentation, internet packaging, providing fresh and more innovative internet products are just few of the highlights in marketing. Just like any other business, giving what the customers are looking for and making sure you have something new, and this is possible only when you, like a soldier at war is equipped with the right weapons and enemy overview. 

Know the market.  Equally important in interment marketing is a clear view of who your potential clients are.  It is advisable to start of a thread of blogs and discussions in order to get the right pulse.  Usually these blogs and forums provide marketers with valuable insights as to the weakness and strength of a certain product.  Moreover, this is the perfect niche where business ventures can get the right grasp of what most internet users are looking for and how they want their needs to be.  For those who intend to get serious with knowing the market, a very important tool to consider is to start polls in exchange for a few bucks.  In this way, a more assured and reliable response is expected from the potential clients and at the same time.  More importantly, aside from the fact that this is cheaper than hiring professional survey companies, resorting to polls and other online voting schemes can help you manipulate variables in order to exactly fit the standards and data you want to get.  

Compromising between product and quality.  Just like every guru in advertising says, quality should top a marketer’s priority.  What is very rampant nowadays is giving false claims in advertising and providing clients with the exact opposite of what was advertised.  Remember that in as much as internet provides an easier avenue to market due to its accessibility, internet is also a very powerful tool to spread bad publicity directed both to potential and current clients as well.  If one is not careful enough, and goes beyond adhering to quality products or substandard product at unreasonable bargains, then expect the worst when those unsatisfied customers start flooding threads with negative feedbacks.  Often, spending a couple of dollars more to assure quality is far affordable than the painstaking start-over of creating a new internet product, when the last one you thought of was cast down by negative publicity.   



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Oct 16

How new online marketers can compete in cyberbusiness

WASHINGTON, October 16, 2014 – There is a massive amount of information on what startups can do to compete with the 800-pound gorillas already dominating the online space. This week we ask Jonathan Wickham, Digital Flavor Enterprises for some help.

Digital Flavor Enterprises focuses on what they call creating long-term, sustainable results using inbound marketing tactics, which the website describes as the ability to “Attract, convert, close, and retain the new customers your business deserves”. But what are “inbound marketing tactics”?

Below are some things Wickham suggest to build brand into a thriving business.

Focus On a Niche

Many businesses try to be too many things to too many people. As a young startup, trying to offer a wide range of diverse products and services makes it extremely difficult to build any one thing that is truly extraordinary.

Our company’s broad value proposition is to increase customers’ online visibility. Now days, there are a myriad of different tactics and services that can be utilized to achieve this goal. Rather than following the traditional model of offering 10 or 15 different online products, we choose to focus on simply inbound marketing.

Consumers would much rather work with a company that offers one super high quality product than a wide range of mediocre services. Focusing on a niche service has given us the time and energy to build high quality fulfillment processes, customer service, and reporting. As your business grows, you will have the resources needed to build other extraordinary offerings.
Become The Expert

Building your brand as the authority in your industry is a great way to expand your overall visibility. Don’t be afraid to educate your audience.

We’ve seen a serious hesitation from a high percentage of our clients when it comes to giving away free eBooks, guides, and access to high quality blog posts. They think discussing niche topics will give away their company’s trade secrets and knowledge. Having this kind of thinking will limit the quality and quantity of content you produce on your site.

Consumers and businesses alike are looking to engage with companies that are innovators and experts. Offering educational material is really the best way to show your level of expertise.

Show your expertise in the industry.

  1. Build a Killer Resource Section on Your Site

    Having a robust resource section on your website is a great way to offer visitors educational material about your industry. Just because potential clients are reading about your service, doesn’t mean they are going to know how to do it themselves. Instead, this is a chance for you to show your expertise and articulate your industry knowledge.

  2. Focus On Content Marketing

    Content marketing is quickly becoming one of most used online marketing tactics. Building a blog that consistently puts out high quality industry information props your brand up as the expert and gives Google a reason to place your website higher in the SERPs.

  3. Get Involved With The Community

    Getting involved in the conversation in the different social media networks is a great way to show your industry expertise. We strongly recommend trying to add value through being an active participate in relevant industry conversations.

Before you get started with a social media campaign, make sure you listen. The worst thing you could do would be to barge into the social space with a bunch of promotional/sales content. After you listen and understand the discussion, you can start adding your point of view.

Have a Better Price Point

Having a lower price point is an easy way to separate your company from the competition. While having a lower profit margin makes it more difficult to grow your bank account, it gives potential customers a reason to give you a shot.

Having a lower price point can be used in several different ways to help drive new business. Below are a few easy places where you can advertise offering a lower price.

Remarketing Ads

Remarketing is a fantastic way to turn interested users into qualified leads. Google runs this program through their AdWords platform. When a person visits your site, Google places a cookie on their browser. They will then receive custom ads for the next 30 days. Designing your ads to reflect a better price point is a great way to find new customers.

LinkedIn Facebook Ads
Both Facebook and LinkedIn have great advertising networks. You can be very selective with the demographic you’re targeting. Including some messaging about your price point is a great way to strike up some interest about your service.

Show Your Customers You Care

Treating your customers better than other companies in your industry is an easy way to separate yourself from the crowd.

According to a recent study, conducted by Accenture Global Consumer Pulse, 62% of global consumers switched service providers due to a poor customer service experience. In that this is such an important factor in client retention rates, having better customer service than your competitor would be a massive competitive advantage.

The Internet has put the power back into the hands of the consumer. Having easy access to a wide range of vendors offering similar services has greatly reduced switching cost. This has made customer service more important than ever.

There are several things you can do to show your customers you care.

  • Resolve Issues as Fast as Possible
  • In considering the different factors that go into great customer service, 82% of consumers said having their issue resolved quickly was most important. Seeing how the speed of getting problems fixed is so critical, this is where you should dedicate most of your focus.
  • In order to resolve concerns in a timely manner, you first need to be aware of the problem. Putting a system together to field the question and then a process to answer should be your first priority. There are a few methods that make this extremely easy and efficient.

Live Chat

Live chat has turned into a really easy way to connect with your customers in real time. We’ve seen big companies like Google, Rackspace, and HostMonster utilize live chat as the first option for resolving issues. If your company is small with limited resources, you may have to be the person that runs the live chat program. There are really easy apps you can download to your phone. This will make it so you can connect 24 hours a day.

Social Media

Networks like Facebook and Twitter have made it extremely easy to interact with your customers. According to the LivePerson Research Study, improving customer service has been the most important benefit that has come out of social media for premium level companies.

Corporate Website

Using your corporate website has been the most common way to take care of customer service issues. The important thing here is that you have a solid process to give accurate information in a timely manner. We strongly recommend clearly defining who is going to be in charge of what within your organization. This will remove any question about who is going to communicate with the client.
Reward Long-Term Clients with Extra Value
Lately, we’ve been seeing lots of companies offer special pricing or promotions to new clients. How is this supposed to make the customers who have been loyal to your brand feel? If you are going to run some kind of promotion to help find new customers, make sure you do the same for your current book of business.

Providing current clients with additional value is a great way to show your appreciation. Its also helpful with up-selling customers on additional services. Taking care of your long-term customers will ensure that they don’t start looking for a different provider.


The Internet has leveled the playing field and given startups a way to compete with the industry giants. Separating your business from the crowd will ensure long-term growth and company prosperity. Focusing on creating a better niche product, industry leadership, and top quality customer service are the stones you will use to slay the goliaths in your sector of the market.

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