“”Marketing is a Tax You Pay for being Unremarkable”
Robert Stephens
Founder and Chief Inspector, The Geek Squad
While I think that’s a touch on the simple side, it rings pretty true. What would happen if all the people who were concentrating on advertising and PR instead started focusing on making the offering and/or the customer service BETTER?
For many years as a consultant, when a small business said they wanted a site search engine, I was flummoxed. The best site search option was clearly Google, but it was ugly (you had very little control over the appearance of the search results) and, of course, laden with text ads. I generally settled with a premier version of Atomz, but the quality of the search was fairly mediocre.
I’m pretty stunned that it took this long for Google to offer it (given the obvious demand), but here we are! Google is now officially offering “Google Enterprise: Google Custom Search Business Edition” (they are clearly taking their cue from Microsoft on product naming… Sheesh). “Custom Search Business Edition turns off Google Adwords advertisements in search results that regularly appear in the free version of the Custom Search Engine. If you wish to significantly change the look and feel of your search engine, you can build your own user interface and integrate an XML feed of search results.”
Before you get scared off by the name (“Oh no! Enterprise?!”), here’s the pricing rundown:
* Search less than 5,000 web pages: $100 per year
* Search less than 50,000 web pages: $500 per year
* Search less than 100,000 web pages: $850 per year
* Search less than 300,000 web pages: $2250 per year
I honestly think they are shooting themselves in the foot a bit with the high end pricing (I think they could charge a lot more), but it’s nice to see some small-biz-friendly pricing on the low end.
Of course, a big problem remains here… If I build my own non-google search engine, I can make the results pages happily spiderable and they’ll get indexed by Google (which means a swath of resulting organic traffic). If my results pages are generated by Google, I’m darn sure I can’t talk them into indexing them and treating them like high quality content pages.
Tomorrow evening I’ll be speaking at the SeattleTechStartups meetup (starts at 6pm– click the link for details).
The topic will be “Bootstrap Marketing for Web Startups: SEO, SMM, and Viral Marketing“. For the uninitiated, that’s Search Engine Optimization, Social Media Marketing, and Viral Marketing.
If anyone has anything in particular they want me to chat about, feel free to drop me a note (or leave a comment here). I plan to post the PowerPoint Deck and a “Related Links and Resources” page afterwards (which I’ll make available here as well).
Hope to see you all there!
During my tenure at Jobster, I never got to do what I had set out to do with Jobby– create a tool that small and medium businesses could use to make hiring people less of a pain in the backside. I don’t blame Jobster a bit– with $48 million in venture capital, you have to swing for the fences and go where there are vast piles of money to be had… Which means you start at the enterprise level and work your way down or start on the consumer level and work your way up (Jobster is doing both!).
When you have $0 in venture capital, the same rules don’t apply, however. I think there is a really serious need for software to serve companies in the 5-200 employee range– companies that don’t have the time or the budget to endure the painful ATS market that’s out there right now.
That’s why I was glad to see that Kirkland Rails God Ben Curtis has been building some snazzy recruiting software between his consulting gigs. I’ve seen a sneak preview and it looks SHARP.
If you’re a hiring manager (but can’t stomach the complexity and cost of the ATS scene), head on over to CatchTheBest and sign up to hear about the launch!
I’m going out on a limb to say that the future of cold-calling (and unsolicited offers in general) is pretty bleak. Which gives me great joy.
On one hand, unsolicited sales is getting cheaper, easier and (for a while) more effective- volume is going up.
On the phone front… With powerful CRM systems, companies can easily measure the success of cold calling and optimize it. Want more sales? Add more telemarketers. Run out of people to sell to? Buy a database in a new market segment. Sell to the same people again with a different pitch. With banks of low cost people who can call dozens of people per hour, you can see great success.
On the mail front… Digital printing is getting ridiculously cheap and companies have nailed the art of cost effective bulk mailing. Mailing lists are plentiful, cheap, and well targeted.
On the email front… Well, we’re all familiar with spam. And, of course, it’s pretty easy to send lightly customized emails to potential clients in a more manual way, liberally copy-pasting blocks of text.
Heck, even in the world of recruiting you see it. 15 years ago, applying for a job was a fairly careful and laborious task. You bought fancy paper, carefully crafted your resume, and often hand-delivered it. Now people can apply to dozens of jobs in an hour. Not qualified for a job? Who cares– it costs you nothing to apply. Fire and forget!
The problem with spam being so damn easy (whether it’s on the phone, in the mail, or on the intertubes) is that the volume gets high enough that sifting through these offers is no longer an effective way to spend your time. Essentially, it’s banner-blindness outside of your browser. Cold callers and marketeers are training us to flip our “ignore” switch as soon as we detect direct-marketing. So how do you know what to buy? Who to hire? Which non-profit to support? That brings us to…
Search is getting damn good, and social networking is actually getting useful
Years ago it was actually challenging to find vendors with a specific product/service. You could crack open the Yellow Pages and hunt around for the appropriate heading that you’re looking for (“Web Development – See Internet, Web Development”) and… at that point you have a list. No way to know if the vendors are good, bad, cheap, expensive, ethical or evil. You could try to network your way to a referral, but that was a bit of work, too. You could make a few calls to trusted colleagues/friends and see if they had any recommendations, but oftentimes they wouldn’t.
So, when the phone rang with a telemarketer, why the hell wouldn’t you buy from them? They’re just as good as your list of unknown vendors in the Yellow Pages. Add ‘em to the list, hear them out, get a bid/quote. Can’t hurt, right?
Nowadays, Google makes finding a vendor easy (or at least easier). Do a search, get a list. You’re done. No 40 pound book (I just dumped my Yellow Pages in my recycle bin the day after I received it- unopened). And it’s a bit more democratic– no longer is the vendor list sorted by who can buy the biggest ad, and no longer is the content controlled exclusively by the vendor. The TRUTH about the vendor (whether it’s good or bad) is becoming more readily available.
Enter social networking… With Twitter, Facebook, and LinkedIn answers (near as I can tell, the only useful piece of LinkedIn), I can ask ANYTHING and get trusted responses. A few months back (at my previous job) I asked on LinkedIn if people knew a good web development firm in Seattle and got about 20 responses… Many from people who I had actual relationships with. If you come up empty in your network, you can always drop in at Craigslist or Yelp and ask for recommended vendors from people who have first-hand experience working with them.
Mix it All Together and…
I just got a call from a very polite telemarketer selling technology outsourcing services. I told him I didn’t need any. He asked (as any good salesperson would) if it would be okay to follow up in a few months. I started to say, “Sure, can’t hurt”, but reconsidered. “Harry, I’ll be honest with you,” I said. “If I need your services in a month or a year, I’m going to give my business to someone that my friends and colleagues recommend. If I can’t get a recommendation, I’ll research it on the web and pick a vendor. If you want my business, my best advice would be to do great work for people in this town so that when I do start asking around, your name comes up.”
I think more and more people are thinking this way (even if they aren’t saying it). Between the deluge of marketing we’re getting bombarded with and the ease with which we can find a trusted vendor, I have high hopes that cold-calling (and Yellow Pages with it!) will meet a quiet death in the next decade or two as these tools and ideas find their way into the mainstream. If we can pull that off, then customer service (and product quality) will truly be the new marketing.
