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Where Marketers Go to Grow

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Marketing / December 8, 2006 SmallBusinessHub Internet Marketing Blog: What We Are Up To...
SmallBusinessHub Internet Marketing Blog: What We Are Up To...

By Brian Halligan

We are up to 660 RSS subscribers at this point and around 4000 unique visitors a week in steady state, so I thought we'd pause the normal flow to tell you a bit about ourselves and what we are trying to do for you, our reader.

We believe the internet gives every small business owner the most unfair competitive advantage they will likely ever have in their entire careers.  The fundamental nature of shopping has radically changed in the last decade from one where potential clients are "found" by cold calling sales reps, at trade shows, through seminars, etc. to one where potential clients "find" vendors through Google, Technorati, industry discussion boards, blogs, etc. with sales people getting involved much later in the convincing process.  This shift dramatically favors ... Read More
Marketing / December 6, 2006 Improving Your Organic Position On Google: A How-To Guide For Small Business
Improving Your Organic Position On Google: A How-To Guide For Small Business

By Brian Halligan

I was speaking with a small business owner yesterday who told me that improving his search engine optimization was not important because he bought Google Adwords (when he could afford them -- not presently, btw). I agreed with him that Google Adwords were an efficient new advertising market and I encourage small business owners to experiment with them as we are. Unfortunately, I have a few issues with small businesses over-relying on Google Adwords:
  • They are expensive and getting more expensive as that market gets more "efficient."
  • They are an on-going cost.
  • Managing your keyword buying strategy can be up to a full-time job.
  • According to this fascinating research , having a top position on an Adword is equivalent to having an 9th or 10th place on the organic search terms and that the top organic position pulls in 250% more traffic than the top paid position.

If yours is like most small businesses and startups, you are in a relatively narrow niche. In that case, I would strongly encourage you to pursue an organic keyword optimization strategy -- doing it well can produce many new, qualified prospects already shopping in your niche. Here are the steps you should be thinking about:
  • Start tracking the keywords you think you want to start optimizing around. Ask yourself, what is the one phrase that someone might search on that nails our "value proposition" or the problem we uniquely solve.
  • Start tracking your company's ranking (which page -- front?) on Google, MSN, and Yahoo. Google has a little over 50% of the search market, so it is still worth watching the other two engines.
  • Start tracking the traffic these keywords are sending to your site and how that changes over time.
  • Ensure your keywords are reflected in your sites' meta data. (use this tool if not sure)
  • Use the keywords in important places on your site (i.e. page titles, bolded words on pages)
  • Use the keywords in the titles of your blog articles.
  • Create a special web landing page for people coming from Google who searched on your keyword that speaks to exactly what that visitor wants, rather than give the visitor your generic message -- this will dramatically increase the likelihood of "conversion."
If you get on (even) the bottom of the first page of Google for a good keyword phrase, it is like having free Google Adwords 24x7x365 -- worth it's weight in gold in driving qualified prospects into your small business funnel.  The increase in traffic you get as you move up the rankings on the search engines can be dramatic.

I will give you an example of how this works for the SmallBusiness 2.0 blog with the search term "business 2.0." Today this blog is at position #12 when someone types in "business 2.0" into Google, meaning we are the second organic result on the second page of Google. The 12th position this week ended up attracting 58 people to this blog. Four weeks ago, we were position number 15 and attracted 17 people to this blog through that term. Eight weeks ago, we were position number 18 and attracted 7 people to this blog through that term.  As you can see, moving up from position 18 to position 12 meant an 800% increase in the amount of traffic (suspects) that entered our funnel.  We will end up taking some of the measures described above to try to push ourselves onto the first page of Google and we suspect that there will be even more non-linear increases in traffic associated with the move to the first page.


-- Brian Halligan
 
 

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Marketing / December 4, 2006 Why Google Will Set The Record For The Greatest Monthly Market Cap Drop In Nov 2008
Why Google Will Set The Record For The Greatest Monthly Market Cap Drop In Nov 2008

By Brian Halligan

NOVEMBER 30, 2008:  GOOGLE Breaks A Nasdaq Record for Largest Market Cap Loss In 1 Month
The following are five reasons I think Google might be overvalued and why I think that when the stock price falls that it will not be a gradual decline, but rather a rapid loss of market capital.   I think the headline will look something like the one above.


Quality Parity
I use search engines a ton, so it is important to me that I use the best one.  I have been doing some informal testing between Google, Yahoo, and Microsoft to see if I could figure out whose algorithm produced the best results.  For example, here is a chart showing where SmallBusiness 2.0 ranks on each of the major search engines when I query specific terms.  As you can see, Microsoft and Google's results are not vastly different and I think both their algorithms are starting to "understand" this blog relatively well while I do not think Yahoo's algorithm "gets" what we are up to at all.

I think it is widely assumed that Google's algorithm is vastly superior to anything else on the market, but when I look at these search results, I am starting to think that Microsoft is catching up.  I can imagine a point in time where parity might be achieved and where several impartial and credible observers might comment to that effect publicly.



Switching Costs
Google has incredibly low switching costs.  As I sit here, I cannot come up with a single product with a lower switching cost than Google search (as a user).  Can you?  One of the few things Yahoo got right early was that it created some other applications with relatively high switching costs, like the My Yahoo portal, Yahoo mail and an address book.  I suspect much of Yahoo's search traffic (= ad revenue) is a result of users of other applications searching because they were already there.  As you can see from this chart I borrowed from Don Dodge's blog , over 88% of Google's traffic is generated from their vanilla search and image search.



If you were a search-only user of Google and you read a few reports saying that other search engines were better, why wouldn't you switch to another vendor's engine?  Basically, the question is, what is stopping someone from doing to Google what Google did to the original search leaders?

Reverse Tipping Point
The thing that is so elegant about Google's business model today is that they have a positive reinforcing system dynamics loop powering their growth.  The best search engine = More Users --> More Advertiser --> More users --> More advertisers --> etc.

If impartial, smart people were saying that Google's results were no longer the best and there were very low switching costs, then the "more users" part of this reinforcing loop would break and the advertising revenue would start to go down.  This feels to me like the type of thing that happens quickly, not gradually.

Yellow Pages or Search Engine?
Some might argue that Google's "brand" creates high switching costs.  Over time, I have noticed that Google's results page has become more and more crowded with advertisements.  For example, I just did a search on "small business marketing" and I got 7 paid results (yellow page ads) and 3 organic results above the fold.  The same search on Yahoo produced 8 ads and 2 organics while Microsoft Live produced 3 ads and 3 organics.  I have seen varying numbers on it, but the vast majority of users prefer to click on an organic result when searching vs. a paid result, so I imagine that this approach would eventually start to wear a bit thin.  In addition, as the markets moves towards parity in the quality of results, I can imagine that there will be interesting pressures on Google (and its competitors) relative to the real estate they take up on advertising.




Disruptive threats
Another potential issue Google has is that there are a number of new ways to search for things on the internet.  For example, I am a user of del.icio.us and when I search for information there, I often get very interesting results back.  What would constitute a real threat is if some of these new types of search engines avoided acquisition and started merging together in a couple of years:  Digg, del.icio.us, & Snap.com for example.

Google is a company I admire and I still use it constantly, but I am just wondering whether I should be buying the stock (at it's hair-raising multiples) or shorting the stock…Are you seeing these same patterns in Google?  Do you agree/disagree?  Why?

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Marketing / November 29, 2006 Small Businesses: Does Marketing Really Matter?
Small Businesses: Does Marketing Really Matter?

By Dharmesh Shah


I came across a great article today from RainToday titled “ When It Comes To Marketing Services: We Don’t Do Marketing ”.  The reason I liked the article so much is that it describes vividly one of the common thread of discussions I have with small business owners (particularly successful professional services firms).

The premise is that many small businesses don’t think they “do marketing”, or for that matter, that they need to “do marketing”.  

The basis for this line of argument is that service firms (such as aw firms or consulting firms) often don’t believe that marketing is really appropriate or effective for them.

Here are some of the common reasons why many of these firms don’t think they need to “do marketing”:
  1. “We’re a service company, only products companies really need to do marketing”.  Not true.  If you have anything to sell (a product or a service), you can benefit from marketing.  

  1. “We tried that before, but it doesn’t really work.”  By that , people usually mean a variety of things.  Could be they tried direct mail.  Or an advertisement n a trade journal.  Or a pretty new website.  And, they might be right.  Maybe it didn’t work.  But, the question is, if it did or didn’t, how would they know?   So few small businesses can tell you with any degree of confidence what activities are actually leading to more clients or increased retention.  No wonder so much marketing activity seems ineffective – nobody’s really figured out what works and what doesn’t.

  1. “We don’t need to do marketing.  We’re small and plan to stay small.”  This is the “we get enough clients already” argument.  I can’t argue that.  Lots of professional services firms have a steady stream of clients from their existing referral network.  Growth is not for everyone.  But, my argument here would be:  Just because you don’t want to grow the number of partners or increase “revenues”, doesn’t mean you can’t benefit from marketing.  Marketing can often be used to increase your retention rate, and improve the quality of the new clients you do take on.  


What do you think?  As a small business owner, have you found yourself making arguments along the lines of one of the above?  If so, are you right?  Make your case for why marketing doesn’t really matter for small businesses in the comments area.  Would love to hear your thoughts.
 
 

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Marketing / November 27, 2006 Why This Cobbler's Children Will Have Shoes
Why This Cobbler's Children Will Have Shoes

By Dharmesh Shah

You’ve probably heard the expression “The Cobbler’s Children Have No Shoes”.  This describes the phenomenon whereby “professionals” in any given arena are so busy with doing work for their customers that those closest to them (including themselves)

When we started HubSpot, my co-founder and I promised ourselves we wouldn’t fall into this trap.  If we were going to be cobblers, we wanted our children (and ourselves) to have shoes.  So, since the early days of the company’s forming, we’ve always treated ourselves as our best and most important customer.  The HubSpot software powers my personal blog, OnStartups.com , the HubSpot site and this site, SB 2.0 - Internet Marketing Blog .  

Now, one could argue that it is selfish of us to focus on our own needs first (above our client’s needs), but one would be wrong.  J

I would argue that by “eating our own cooking” and learning about the problem that we are attempting to solve for ourselves, we are bringing direct and measurable value to our clients.  How many times have you used a product or service and wondered:  “Would it really suck this bad if the executives were using their own product?”.  The answer is usually, no.  During my graduate school days, we had a discussion/debate around what made Google successful.  Someone in the class (not me), stated that the products that are most likely to “succeed” at Google are the ones that the employees themselves use.  These products get better and better because the Googlites use it themselves.  

In any case, from a strategic perspective, this focus on our selves and eating our own cooking goes beyond just being able to better understand the problem and ensure we are building the right solution.  It actually helps us find better clients.  For HubSpot, our ideal customer is someone who cares about the problem we are trying to solve (i.e. increasing the effectiveness of small business websites from a marketing perspective), as much as we do.  By building a product for ourselves, we are getting much better at figuring out this “pattern” as we talk to early prospects.

Of course the risk (which we are acutely aware of) is that we end up building something that is too specific to our own needs and not to a larger pool of customers.  But, that’s always the risk, even if we were to focus on a different early-adopter customer as the “lead user” of our product.

What do you think?  Are we mistaken in our approach to eating our own cooking?  Or, do you agree that there is no better way to understand the customer than walk in her shoes?  Would love to hear your thoughts in the comments.

By the way, we've been busily working on a new site design for SB2 (which launched last night).  Hope you like it.

internet marketing kit
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Marketing / November 23, 2006 Business Blogs: Millions Of Europeans Trust Blogs, Is The U.S. Any Different?
Business Blogs: Millions Of Europeans Trust Blogs, Is The U.S. Any Different?

By Dharmesh Shah


I came across a fascinating study published recently which explored the degree to which European Internet users were influenced by blogs.

The full report is here:  http://www.loiclemeur.com/IPSOSeuroblogs2006english.pdf

Here are some of the hi-lights that I found particularly interesting (particularly as it relates to small business blogs ):
  1. 6 in 10 European Internet users have heard of blogging

 
Nothing against the U.S. , but my guess is the degree of awareness about blogs in the U.S. is probably lower than Europe.  But, I’d also guess that the trend-line is positive.
 
  1. 25% of Europeans “trust” blogs when thinking about buying goods and services

 
This is a significant data-point.  Looking at my own behavior, I don’t find this that surprising.  More and more people are using blogs as a way to find “objective” information about products and services.  Now, the real question is that how many people would “trust” a blog written by the company offering the product/service.  I’m guessing the number would be a lot lower.  But, that’s not sufficient cause to dismiss business blogging (or starting a blog for your own small business).  My argument would be that the likelihood of getting others to blog about your product/service is much higher if you have a blog yourself.  By taking a position and sharing your ideas on why your offering is different and better on your own business blog, you are inviting bloggers to either contradict your thinking – or agreeing with it.  Either way, I think it increases trust.
 
  1. Those that spend more trust blogs more

 
Fascinating.  This means that the kinds of people that blogs are most likely to influence are precisely the kinds of people you want to influence.  
 
  1. About 50% of users are more likely to buy if they read a positive comment from other customers

 
This is the one that really got me.  Once again, though the number is big, it doesn’t surprise me that much.  Credible customer reviews are one of the most powerful influencers in many industry segments.  

Of course, the numbers could conceivably be very different for the
U.S. market.  But, I think the general “themes” are still valid.  If you know of a similar study that’s based on the U.S. market, please share a link in the comments.

 
internet marketing kit  

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Marketing / November 20, 2006 SEO For Small Business Executives: Understanding The Magic Of Meta-Data
SEO For Small Business Executives: Understanding The Magic Of Meta-Data

By Brian Halligan

I’ve been using HubSpot's Website Grader tool to look at the current “status” of a website and how it scores (on a relative basis) to other small business websites.  It only takes about a minute to process a website, and it provides a ton of useful information.  The tool is completely free and doesn’t require registration or an email address. 

As part of this analysis process, one area that we look at is the “meta-data” elements of the site.  This concept is often new to the small business executives I talk to, so I thought it’d be helpful to provide a simple description of what it is and why it’s important.  As is the case with prior articles in this series, if you’re an uber-techie and already grok all this stuff, feel free to save a bookmark to this article for the next time a business-type asks you what meta-data is.  It will save you 10 minutes of your life that you can’t get back.  You’re welcome.

Meta-Data Overview:  Meta-data is information about a web page that is not part of the “core” content of the page.  It provides useful information regarding the page to various pieces of software (a browser, search engine crawlers, etc.).  From a structural perspective, meta-data is stored in a different part of the web page’s HTML code than the usual web content that people see.

There are three primary pieces of meta-data that you should be concerned with.

1. Title: This is without a doubt, the most important piece of meta-data there is. One could further argue that it is the most important part of your web page, period. Why? Two reasons. First, the title is what is recognized to be the one piece of information that describes what the page is about. (Similar to a book title or article title). It shows up at the top of the browser when users are browsing your site. It is the default title your browser and book-marking sites will automatically use when people decide to “save” your site for future use. Second, it is what search engines also use to figure out what the site is about. Compared to everything else on your page, it gets the most “weight” from the search engines. Think of your meta-data title just like you would if you were writing an article for the Wall Street Journal or authoring a book. The title is immensely important.

seo-ima-cta-v2
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Marketing / November 17, 2006 Business Blog: Why Wordpress and BlogSpot Fall Short
Business Blog: Why Wordpress and BlogSpot Fall Short

By Brian Halligan


We have spent some time testing the major blog editing software products over the last week to see if any were appropriate to integrate into our own offerings. Our conclusion from the analysis is that they are all quite good for the prosumer type of individual blogger, but not very appropriate for small businesses.

Business Blogging Benefits: A blog does two things for a small business.

- It helps you “attract” the prospects on the internet that are searching/shopping in your niche. It does that because other bloggers/journalists with similar content end up linking to you, so you drive people who would otherwise not have “found” you to your site through those other sites. Because those other people are linking to your articles, your search engine rankings start to improve for words/phrases that are important to your business (especially if you are thoughtful about how you write your titles), so you drive more people who would otherwise not have “found” you to your site through the search engines.

- It helps you “convert” these new prospects into qualified opportunities more efficiently. It is much more likely that someone will return to a website that has a blog “attached” to it with an RSS feed than if it is just a static website because these newly attracted prospects assume the content will change. A blog also invites these newly attracted prospects to engage with your small business via the comments section.

If you believe: Revenue = Attraction * Conversion, then a blog helps you attract more prospects and convert a higher percentage of new (and traditional) prospects to customers.

Blog Tool Issues: The problem with the major blog tools on the market is that they are not really built from the ground up to support a business. They are designed for an individual/solopreneur who wants to drive readership and ultimately sell advertisements on the site. Here are some of the shortcomings we discovered relative to small business blogging.

- Small business are short on time and want to make sure if they are going to spend cycles on creating original content that they are going to get more revenue. All of the blog tools can tell you if you are driving additional readers to your blog, but none of them can tell you whether any of that traffic is qualified prospects converting to customers. In addition, none of them can tell you about the blog’s impact on your regular/existing website because they are two separate entities. In other words, their analytics are just limited to the “attract” side of the revenue equation on the blog itself versus looking top to bottom at the entire funnel and across the blog and the existing website.

- Speaking of existing websites, most small businesses already have spent considerable money designing and building a website with a logo, design, and color scheme that matches their name cards, trade show booths, etc. The blog vendors make it easy for you to set up a blog with one of their templates and color schemes, but it is relatively challenging for a small business to get their logo, color scheme, and design on the blog itself. In addition, it can be a pain in the backside for a small businesses to create the new navigation link from their website to the blog itself. Also, the blog vendors use their own naming convention for the blog’s domain (i.e. yourbusiness.wordpress.com), so the SEO is building up in the wrong place. The net result is that most small businesses have a blog that is totally disconnected from their website which defeats the purpose of the project (more customers) in the first place!

- The existing blog tools do not provide “conversion” tools to help you qualify the newly attracted prospects like surveys/forms for collecting user interest. They also do not collect the list of self-selected qualified customers for you to follow-up on and use that data to feed the previously mentioned analytics tool.

I’m curious as to what some of you think about this? Do you have some of these issues? For those of you starting blogs, have you thought about these issues?

internet marketing kit
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Marketing / November 16, 2006 The Times They Are A Changin’ (2006 Business Edition)
The Times They Are A Changin’ (2006 Business Edition)

By Brian Halligan


I went to a Bob Dylan show the other night and was struck by how appropriate the lyrics to “The Times Are A Changin’” are to today’s business climate.

I couldn’t help but rearrange the lyrics a bit to the way I think the song should sound to today’s small business owner.

Come gather 'round people
Wherever you sell
And admit that the waters
Around you have swelled
And accept it that soon
You'll be drenched to the bone.
If your business to you
Is worth savin'
Then you better start swimmin'
Or you'll sink like a stone
For the times they are a-changin'.

Come bloggers and commenters
Who prophesize with your pen
And keep your eyes wide
The chance won't come again
And don't speak too soon
For the wheel's still in spin
And there's no tellin' whose business
That it's namin'.
For the loser now
Will be later to win
For the times they are a-changin'.

Come vc ’s, bankers
Please heed the call
Don't stand in the doorway
Don't block up the hall
For he that gets hurt
Will be he who has stalled
There's a battle outside
And it is ragin'.
It'll soon shake your windows
And rattle your walls
For the times they are a-changin'.

Come ceo ’s and marketers
Throughout the land
And don't criticize
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin'.
Please get out of the new one
If you can't lend your hand
For the times they are a-changin'.

The line it is drawn
The curse it is cast
The slow one now
Will later be fast
As the present now
Will later be past
The order is
Rapidly fadin'.
And the first one now
Will later be last
For the times they are a-changin'.


Social order in the 1960’s is to Small Business in the 2000’s. The way societal hierarchy (between races, between genders, etc) was broken down in the 1960’s relative to the 1950’s reminds me of the way organizational hierarchy (between organizational levels, between buyer & seller) is breaking down today. The advent of high speed networks and search engines is making information transparent immediately which is flattening organizational structures and flattening markets. The times they are a changin’ (for the better)!

internet marketing kit
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Marketing / November 15, 2006 The 301 Redirect: How To Change Your Website Address Without Losing Search Rankings
The 301 Redirect: How To Change Your Website Address Without Losing Search Rankings

By Dharmesh Shah


Along the lines of one of my prior articles, “Understanding RSS: A Guide For The Insanely Busy Executive” this article is intended primarily for non-techie types that want to get a better handle on how to correctly change a website address without losing “link love” (the value you build from a search engine optimization perspective for inbound links).  If you happen to be a techie and have wandered into this article, that’s fine too.  You can bookmark this article for later use as it will be a convenient way for you in the future to explain to business people (the non-techies) how the whole redirection thing works and why a 301 redirect is different from a 302 redirect.  It’ll save you 10 minutes of your life that you’ll never get back.  You’re welcome.

If you’re the non-techie type, or just haven’t been exposed to the whole redirection thing yet, read on.

Friends, I’ve Moved – Here’s How To Find Me

At some point in the evolution of your website (be it your business website, a blog or anything else), you may find it necessary and/or desirable to change your website address.  A perfect example of this is if you start off with a blog on blogspot.com like this:  yourcompany.blogspot.com.  Let's say that you then later decide to acquire a “real” domain name and put your blog on it’s own domain like this:  yourcompany.com.  I’ve written before about why it’s a bad idea to use a sub-domain like yourcompany.blogspot.com if you’re serious about your business blogging.  You can read that article here: “Why Your Business Blog Shouldn’t Be On BlogSpot.com”.

There are two basic ways to effectively implement a “forwarding address” when you change the name of your website.  There’s the easy way, and there’s the right way.

302 “temporary” redirect

First, the easy way:  When configuring the output of a website (which is basically HTML), it is possible to add meta-data to the output that tells the world that the content they were looking for is no longer here but actually over there.  This is called a “302 redirect” or also known as a “temporary redirect”.  The effect of this type of redirect is simple to understand.  Any users that try to access your old website are automatically forwarded to the new website.  So, in theory, you shouldn’t really lose any visitors.  The real-world equivalent to this is posting a sign on your front door that says “Moved to 456 Main Street, Boston, MA”.  It is understood that when visitors come and “see” this sign, they are magically teleported to your new address.  Nice and simple, right?  Not so fast.  One important point here is that when the same visitors need to visit you again, they still go to your old house, only to be teleported again.  Why?  Because they’re not sure if you’ve actually permanently moved, so they keep checking the old house, just to be safe.

The major problem with the 302 (temporary) redirect is that the search engines don’t accept it as a valid address change.  The reasons for this are somewhat complex and convoluted but they don’t really matter to you anyways.  You’re going to have to trust me on this (or do your research).  Here’s what happens:  Let’s say that over some period of time you manage to get about 100 links from various websites to yourcompany.blogspot.com (your old address).  This is great.  Having these “inbound links” is an important factor in driving your search rankings.  Now, you change your address to yourcompany.com.  What happens?   Well, as far as Google (and the other engines) is concerned, yourcompany.com is a net new site with zero inbound links.  Seriously?  Yes, seriously.  Though it is the same website, Google will not give you credit for the inbound links to the old address – as long as you’re using a 302 “temporary” redirect.  Actually, this loss of link love is your best case scenario with a 302.  In your worst case scenario, you can actually get banned from the search engines for doing a redirect the “wrong” way.  The reasons for this are also complicated (but well documented).  There were some big examples of sites getting banned for this kind of thing back in 2004.  For now, let’s assume that the worst that’s going to happen is you’re going to lose all your link love, and hence your search engine rankings.  How do you avoid this?  I’m glad you asked.

301 “permanent” redirect

The 301 redirect is a lot like it’s cousin the 302 redirect, only it’s permanent.  Well, it’s really not permanent (because clearly, you could change it again if you wanted to), but it is designated as being permanent.  Here’s the real-world analog to this.  Let’s say, once again, that you have now moved to “456 Main Street, Boston MA”.  This time also, you leave a sign on your old front door, but it says:  “Permanently Moved to 456 Main Street, Boston MA – UPDATE YOUR ADDRESS BOOK”.  The net effect is that visitors that come to your old house still get magically teleported, but they also update their address books, so they don’t repeat that mistake again.  Back to the real Internet example.  When you setup your website with a 301 permanent redirect, you are telling Google to update it’s index and are essentially saying:  “Hey, I had this website over here, but it’s now over there – update all the inbound links in your index”.  Thankfully, Google (and just about every other search engine that matters) will respond obediently.  You get to keep all that link love you worked so hard to get.  Your new site starts off where the old one left off.  Problem solved, right?  Not so fast.

Now that you understand the difference between a 301 and a 302 (301=permanent, 302=temporary), it’s important to know that it’s not always possible to actually implement a 301 redirect based on the software you are using for your website.  A really important example of software that doesn’t (currently) support a 301 redirect is Google’s Blogger (blogspot.com).  So, if you’re building a ton of link love on yourcompany.blogspot.com, I’d recommend getting a “real” domain name before you do too well.  Otherwise, you’re just going to start from scratch again unless Google changes its errant ways.

That’s it.  Hopefully, you won’t have to change website addresses all that often, but if you do, keep your fingers crossed that you’ll be able to use a 301 permanent redirect (or make sure you are using a platform that supports it).  Otherwise, you’ll probably have to climb the search rankings hill all over again.

Have questions, thoughts, war stories?  Would love to hear them.  Leave a comment.

-Dharmesh Shah.
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Marketing / November 14, 2006 Thomas Friedman Missed the Point about the World Being Flat
Thomas Friedman Missed the Point about the World Being Flat

By Brian Halligan

I recently read Thomas Friedman's "The World Is Flat," one of those books I bought a long time ago, but never had time to read. I am an admirer of Friedman who is a writer at the “NY Times”; frequent guest speaker on shows I like, such as "Meet The Press"; and book author. It impresses me that he is considered an expert on both the Middle East political situation and on the competitive advantage of nations.

Many of you are probably familiar with the premise of the book where he argues that recent advances in technology (primarily networks, but also software) have allowed developing nations (eg: India) to gain competitive advantage on a myriad of newly commoditized business processes, such as software testing and tax preparation. He is basically telling the comparative advantage story as is taught in most macro-economics classes and is sometimes heard on the campaign trails of politicians, but is talking about it in the context of how the very recent technology shift has facilitated a rapid comparative advantage shift.

The book puts fear, uncertainty, and doubt in the hearts and minds of the American or European reader who naturally thinks about his profession and how it could be broken down into a commodizable business process and outsourced to technically astute low-cost laborers in another country.

The point I think Friedman missed in his book was how the pervasiveness of high speed networks and the improved search engines have opened up a massive opportunity for niche providers of innovative goods, services, and information in developed economies who can now be "found" by people shopping for those products across the internet. Yesterday’s Boston Globe had an  article entitled "The Meganiche" which talks about how even razor thin slices of markets on the internet can represent over a million users, which is one tenth of one percent of all internet users.

The meganiche phenomenon is particularly interesting in my mind for small business owners. Most small businesses we talk with sell niche products, information, or services to people through word of mouth (rolodexes and one degree of separation removed from those rolodexes). The great thing about owning a small business today versus ten years ago is that you can leverage the power of the internet to enable shoppers in your meganiche to "find" you by doing smart things around content creation, custom landing pages, and search engine optimization. 

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Marketing / November 11, 2006 Business Blog: How Frequently To Post Articles?
Business Blog: How Frequently To Post Articles?

By Brian Halligan

I have often wondered about the appropriate frequency to post new articles.  I had always though there was a few days a week balance to posting that was frequent enough that you woud not overload readers, but where there would not be long gaps where people would delete you from their RSS reader.  The statistics below from Technorati clearly correlate frequency of posting with success/authority of your  business blog .  The A-list bloggers tend to post close to twice a day!



If you want to read the entire Technorai report and do some of your own analysis, go here.

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Marketing / November 10, 2006 Business Blog: What Is The Best Time Of Day To Post?
Business Blog: What Is The Best Time Of Day To Post?

By Brian Halligan

I posted some thoughts of mine previously that were triggered by some statistics from Technorati, a leader in tracking, rating, and searching for the blogosphere.  I relooked at their statistics with the goal of sharing some additional thoughts around the right time of day to post a blog article with my cofounder, but I figured they were relevant to anyone out there starting a business blog .

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Marketing / November 9, 2006 Business Blog: Why You'll Kick Yourself Later For Not Starting One Now
Business Blog: Why You'll Kick Yourself Later For Not Starting One Now

By Brian Halligan

Technorati is a system used to track, rank, and search the blogosphere which now includes 57 million blogs.  They recently came out with a state of the union post on the blogosphere itself which is a pretty interesting read, albeit a little on the long/complicated side.

One section of the post hopped out at me.  They did some work on trying to correlate certain events with overall "success" of a blog.  Their definition of "success" is a function of the number of other blogs linking to your blog within the last six months.  The blogs are broken down into low, middle, high, and very high authority based on the overall number of links into them within the six month window.  The thing that jumped out at me was how closely correlated the success/authority of the blog is with the age of the blog itself.  Despite throwing out data that is greater than six months old, the older the blog the more likely it is to gain very high authority. 

I can imagine a myriad of reasons for this.  Over time you get more people linking to you from their sites/blogs that produce traffic that builds (particularly if on blogrolls) slowly over time.  The blog starts getting noticed by Google around consistent themes over time as well, so that when someone comes onto Google to search on a certain term, your blog starts moving up the list and gets clicked on more frequently.  Dharmesh's  OnStartups blog has been around for just over a year and now gets more than a third of its traffic from natural searches on Google.  Both of these effects are cumulative and climb steadily, so that even if your content does not get any more interesting or frequent, the baseline readership tends to increase. 

One other point of interest from the report was that there are 100,000 (that's not a typo) new blogs created every day.  I suspect the vast majority of these are being started by individuals, not businesses, but that will likely change in the coming year or so making the pile you will need to climb over even higher if you start then.  This is another reason the age of the blog matters because there is more and more competition in the blogosphere and more competition to get into people's RSS readers.

If you are running a small business in a niche market, I recommend you get the process started of creating a blog sooner, rather than later.  A blog is a tool that can help you "attract" prospects through links and natural search that will likely be interested in your company's offerings.  A blog is a way for you to "engage" with your prospects enabling them to self-qualify for your offering.  Lastly, when someone visits your website (brochureware), they often just come once and never return, but a blog gives them the ability (through RSS) to subscribe to anything new that comes out and a reason (fresh content) to come back for more.
Slide0006-8  

Have you started a blog for your business yet?  If not, why not?  Leave your thoughts and ideas in the comments.

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Marketing / November 7, 2006 Five Legitimate Reasons Your Business Doesn't Need A WebSite
Five Legitimate Reasons Your Business Doesn't Need A WebSite

By Dharmesh Shah


I have conversations with business owners every week regarding Internet strategy (and why they need one).  Most of these conversations are with smart people with reasonably successful businesses.  When faced with the discussion of their website, they often come up with lots of reasons why an effective website isn’t all that relevant for them.  Sure, they understand the need to have some web presence, but they really don’t believe that for their particular business an effective website is going to make that big of a difference.  They have lots of reasons why this is so.

Most of these reasons are little more than rationalizations for existing behavior.  But, there are some reasons that are actually very good

I’d like to share the really good reasons why a working website may not be relevant for your business. 

Note:  Just because you qualify for one of these reasons doesn’t necessarily let you off the hook.  But if a few of them are true (or one of the big ones like #1 or #2 apply), then you probably can get away with a flat website that doesn’t do very much.

Legitimate Reasons Your Business Doesn’t Need An Effective Website
 
  1. You’re not looking to grow:  One of the primary reasons for having a working, effective website is to increase the number of clients you have and grow your revenues.  If you’re not looking to grow your business significantly, there’s probably little reason to try and find more clients or grow your revenues.  

  1. Your rolodex is sufficient for lead generation:  I’ll admit that there are many businesses that do a great job of getting referral customers and tapping their existing network for new business.  If this is you, then perhaps a website is not that important.  This assumes of course that your rolodex will continue to be an effective mechanism for you to get all the new business you need.  

 
  1. You’re operating in a virtual monopoly:  If you have the luxury of running a business for which there is very little (if any) competition and you’ve got an offering that people must have, a website is probably not crucial.  Your clients need what you have and there’s nowhere else to go.  Congratulations!  Though a shiny new website might impress your spouse and colleagues, you probably don’t need one to improve your business.

  1. You’re Not Hiring Any Time Soon:   If you are looking to increase staff, chances are that your prospective recruits (particularly the kinds of people you want to hire) will likely want to learn more about you.  The web is a great place to do that.  This is particularly true for new entrants into the workforce that have grown up with the Internet.  When faced with the decision of joining an organization that has a vibrant and interactive website where they can learn about what the company does and what makes them “tick” vs. an organization that simply has a brochure on the web – most recruits will pick the one with the more expressive website, all other things being equal.  Small businesses are particularly well served as they don’t have the brand and resources that can help attract exceptional people outside of their immediate network.  A website can help with that.

  1. You don’t expect to sell the company any time soon:  For more and more types of businesses, the website is an important asset that factors into valuation discussions.  This is particularly true if you have a startup business, a hi-tech business or one that “scales” well (i.e. adding new customers does not increase costs proportionately).  The reason is quite simple.  If you have an effective website and can demonstrate that it is successful at helping you get new clients, you have a better business than someone who doesn’t.  The Internet is a great way for many businesses to have a low customer acquisition cost.  The other nice thing about the Internet as a vehicle for marketing and sales is that it can be more easily measured.  Imagine if you are selling your business and are able to show the acquirer a chart of your web traffic (and how it’s grown over time) and clear data on how that web traffic translates into revenues.  (You will likely find that the two are highly correlated).  If I were on the buying said, I’d sit up and take notice.


As you read through the above, notice some of the reasons that did not make this list.  Examples would include “I don’t sell an online product, so I really don’t need a website.”  Or, “My clients don’t really use the web, so there’s really no reason for me to invest there.”  If you have reasons that you think are legitimate that didn’t make the list above, please share them in the comments.  I’ll do a follow-up article and capture the ones I missed.
 
 

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Marketing / November 5, 2006 Internet Marketing: Are You Part Of Your Market's Conversation?
Internet Marketing: Are You Part Of Your Market's Conversation?

By Brian Halligan


Attached is a great article by Fred Wilson where he advises companies to monitor what is being said about them in the blogosphere and to take a stand in the blogosphere for your products. I couldn't agree with Fred more on this.

In the context of the argument, he says the following: 

"This makes the marketing job different than it was five years ago. You have to track what is being said about your company. The company that I started this post writing about clearly knows how to do that. So do most companies these days. There are a handful of really good tools to do that. But weighing into the comments and posting directly on your own blog are time consuming efforts that have to be handled well. When you are posting a comment or a post that speaks for an entire company, it has to be well written and persuasive. It’s like writing marketing copy all day long. And I think the CEO’s voice needs to be heard from every once in a while as part of this process."

But maybe this is where marketing is going. Maybe the marketing person can afford to spend a bit less time on the corporate website (make it a blog), the marketing collateral (put the URL on a business card), the PR firm (go straight to the market via blogs)..."

I have worked with tens of small businesses through my VC job in the last year and found that most of their marketing people are still using the same tools and techniques today that made them successful in the '80's and '90's. Unfortunately for the marketing executives, their world has changed far more than than any other function in their company, so the old tools and techniques that got them "there," no longer work in a Google flattened world. The good news is that the new tools and techniques tilt the playing field in favor of the small business marketer.


-- Brian Halligan

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Marketing / November 2, 2006 Small Business Websites: Online Brochures or Growth Engines?
Small Business Websites: Online Brochures or Growth Engines?

By Brian Halligan

This is an interesting article about small business websites that I recommend. I talk to many small businesses who spend thousands of dollars designing a gorgeous website that their mothers are impressed with, but essentially function as a brochure online that virtually nobody outside of their Rolodex ever sees. Rather than spending countless hours working on the design, I humbly recommend that marketing executives and small business owners should focus instead on the messaging, on ensuring the site is optimized for search engines, on ensuring the website's content is fresh and subscribable (via RSS), etc.

The mentality of a small business regarding their website 5 years ago (phase I - brochureware) was basically to get a paper based brochure online, so that customers could look at it after the meeting and they did not have to keep mailing stuff all over the place. Small businesses (law firms, consultants, etc.) need to move to phase two in the process and turn their website into an engine for growth.

I absolutely love the new  Apple ad series  with the hip Mac guy and the buttoned-down pc guy talking about their life with the tools. When new episodes in that series come out, I laugh out loud and end up rewinding them on TIVO a couple of times. I have been trying to come up with an analogy for the phase I and phase II website phenomenon that is similar to the Apple ads and have likely failed, but here goes...

Phase I:  A small business in phase I is analogous to a seven foot tall cardboard box in Times Square with a tape recorder in it playing your company's message over and over again without changes month after month. Once in a blue moon, someone might here a bit of that message and come over to the box and listen to the rest of the canned message and then walk away. [not enough fresh content and seo to interest anyone outside your rolodex, not enough customized content via landing pages to engage someone who's interest you do pique, and no tools to engage a customer on an ongoing basis]

Phase II:   A small business in phase II is analogous to a smart marketing guy standing in Times Square on top of seven foot a box holding up a huge sign with your company's message on it shouting a rotating message out for all passersby to hear. When someone gets interested and comes over to hear more, the marketing person has a conversation with him, tailors the detailed message just for his needs based on what he learns about him, exchanges contact details with him, promises to deliver any updated messages right to him as soon as they come into his mind, and often ends up doing business him.

For those of you who get the drift and can think of a better analogy, please do share...

-- Brian Halligan.

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Marketing / October 31, 2006 Learning From The Legends: Quick Insights From Buffett and Gates
Learning From The Legends: Quick Insights From Buffett and Gates

By Brian Halligan


I saw a great interview of Bill Gates and Warren Buffett at the University of Nebraska last week. I have not spent much time consuming Warren Buffett-isms over the years, but I was duly impressed with his wisdom, so while I was at it, I watched three other interviews of his with Charlie Rose. Here are some of the highlights:

Buffett On Ethics : Imagine that what you are doing every day is being scrutinized by a smart, skeptical reporter who is going to write an article about it every day on the cover of your local paper. If you ever think you actions would embarrass you or your company in front of your family, customers, peers, etc., don't do it.

Buffett On Founders : I only buy a business if I can buy the managers with it. It is okay if the managers love the money, but much more important is that they demonstrate a true love of what they are doing.

Gates on Reading Vacation : Gates takes two weeks per year where he sequesters himself for a "reading vacation." He takes books with him and papers/proposals written by employees from all over Microsoft. [Dharmesh and I have been talking about doing one of these for awhile, but haven't got around to it yet]

Buffett on Decisions : Asset allocation is done by me only, not by committee or vote, I make those decisions. A committee/vote would tend to bring our decisions toward the mean and make the likelihood of finding a unique opportunity lower.

Buffett & Gates on Reading : I was surprised to hear how much they both talked about reading and how important reading was to their daily work. I read all the time and know many others that do so too, but I don't hear people talking about how important reading is in their daily lives like these guys did. When asked if Gates could be a superhero, what power he'd want to have, he said he'd like to be able to be the fastest reader in the world and Buffett agreed.

Buffett on most his important skill : Ability to focus. I thought that it was interesting to hear in light of the attention deficity disorder going on in our culture.

Buffett on the "ovarian lottery" : Called himself lucky over-and-over again to be born in the US in this era where his natural gifts were well suited for our society. Made a comment that if born several hundred years earlier, he and Gates probably would have been some other animal's lunch because they did not see well and could not climb trees well.

Buffett on predicting success : He quoted an interesting study he had seen that tried to correlate "things" (i.e. business school, grades, athletics, etc.) with future business success. The study found that the thing that most closely correlated with future success was the inverse of the age at which you started your first business (i.e. paper route, lemonade stand, painting co, other).

Buffett on baseball : It turns out Buffett is a huge sports fan, especially baseball. He is an especially big fan of Ted Williams' book "The Science of Hitting" which is all about getting a pitcher in a position where he has to throw the batter a strike…He likens his investment decisions as "waiting for the right pitch."

Buffett on his schedule : Likes to keep it open and says "no" to as many meetings as possible. Reads 80% of the workday. When he goes home at night he either keeps reading or plays bridge. Schedules online bridge games on the weekends with Gates.

Gates on his schedule : Jam packed every day with meetings. He goes home at night to have dinner and then gets caught up on emails.

Buffett's career advice : It's platitude, but do what you love sooner, rather than later. Don't wait your whole life to do what you love like most people do.

Buffett on life : He advises people to make decisions based on their "inner scorecard" and pay less attention to the "outer scorecard" (i.e. what other people think). He says if you follow an outer scorecard, your life will be a little hollow when you get to be his age. …He advises people to reverse engineer their lives from what they want to be when they are 70 and map the steps needed to get there from today.

Buffett on friends : Buffet says that "real" friends are a referendum on your life. …Buffett also seems to reject the platitudes around working with friends as it appears many of his closest friends are people who work in his business.

Buffet on investments : His criteria are that he must fundamentally understand the business (often this means it is simple); the business must have an enduring competitive advantage; the business must have management he trusts, admires, and love what they do; and the business must be attractively priced.

After spending several hours listening to Warren Buffett over the last week, I became really impressed. I hope you enjoyed the highlights...

-- Brian Halligan.

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Marketing / October 27, 2006 Internet Marketing: A Pragmatic Guide To Domain names For The Small Business Executive
Internet Marketing: A Pragmatic Guide To Domain names For The Small Business Executive

By Dharmesh Shah


Chances are, you may have registered for a domain name (example:  mysmallbusiness.com) some time ago.  You may even “own” a few domain names and perhaps one of these domain names is where your current business runs.

I’d like to provide you a quick introduction on how domain names work.  As with my prior articles along similar lines, my goal is to give you, the insanely busy small business executive a simple mechanism for understanding this – so you know what’s actually going on.  By the end of this article, you should be able to impress most of your non-technical friends and family (and maybe even a few technical ones).  As common is the topic is, most people really don’t understand how it actually works under the covers.  After this article, you will.

Understanding Internet Domain Names
 
  1. IP Addresses:  To really understand domain names, you need to have a quick grasp on IP (Internet Protocol) addresses.  This is not that hard.  Basically an IP address is a unique way to identify every single machine/server/device on the Internet.  Public IP addresses are basically those that can be “reached” by anyone connected to the Internet (kind of like a public phone number can be called).  All public Internet web servers have a public IP address.  IP addresses usually are represented in “dotted” form like this:  216.128.28.18 (this is the IP address of the server that runs HubSpot, my software company’s website).  So, fact is, if you knew what the IP address of your favorite website was, you could use it to the site within a browser.  You can try it out by typing 216.128.28.18 into a browser and see what happens.

  1. Why We Need Domain Names:  The reason for domain names is very simple.  Carbon-based life-forms (unlike computers) tend to have a difficult time remembering something like 216.128.28.18.  Our brains are not wired that way. We are much more likely to remember a word (or set of non-random characters).  So, all a domain name really is is an alias or pseudonym for an IP address.  If it weren’t for this need for human convenience, we probably wouldn’t have domain names.  As you might expect, if an IP address has to be unique, than a domain name has to be unique too.  In most cases, all a domain name is is a “pointer” to an IP address.  That’s like saying, when I type “hubspot.com” what I really mean is 216.128.28.18.  And the magic that is the Internet figures it out.

  1. Top Level Domains:  As it turns out, instead of having domain names (IP address aliases) that are just simple words, the powers that be (people much smarter than you and I) decided that it might help to “organize” the way names are created to make things easier.  So, what they decided is that we’ll have a set number of “top level” domain names (TLDs).  The most common examples are “.com”, “.net” and “.org”.  All domain names must end in a known top-level-domain in order to work.    So, you can’t have mynameis.joe as a domain because “.joe” is not yet recognized as an official top-level domain.

  1. Why You Need A Registrar:  So, a set of organizations manages one or more of the top-level domain names (like .com).  What they do is ensure that one (and only one) second level domain name is assigned within each top-level domain.  So, we can have hubspot.com, hubspot.net and hubspot.org.  All of these are different domain names as all are within a different top-level domain name.  Now, to keep things somewhat manageable, you can’t go directly to all knowing, all registering entity that manages all these domain names.  They have “agents” that act on their behalf.  These domain name “registrars” help you “register” a domain name and do something useful with it (like “point” it to an address of your choosing).

 
  1. Renting vs. Buying:  Though many people talk about buying a domain name, what they are really doing it is renting it for a period of time.  There are terms and conditions around the rental (which, as long as you pay your annual rental fee, you get to continually “control” which IP address the domain points to – which is all you really need and care about).  Once you have an agreement with an official registrar, all you have to do to keep it yours is make sure you keep paying the annual fees.    (The general market rate for this is about $10-$20 annually)

  1. Last Step, the DNS Servers:  Now, it doesn’t really end here.  Just like an organization controls the top-level domain names (.com, .net and others), now you control the second-level domain.  So, let’s say you and three buddies decide to start a strategy consulting company (Four Aces Consulting).  You go to a registrar and register “fouracesconsulting.com”.  What this means is that you can now control all sub-domains of the primary domain “fouracesconsulting.com”.  The most common sub-domain is “www” (so you would have www.fouracesconsulting.com ”.  In order to accomplish this final step, what you need is DNS (Domain Name Service).  This piece of software (often provided by your registrar) is what lets you define all the sub-domains from your primary domain which computers they should go to.  So, you might have www.fouracesconsluting.com for your website, you might have blog.fouracesconsulting.com for your blog and you might have mail.fouracesconsulting.com for your email server.  These may all be running on the same server – or they may not.  The DNS software is what lets you define all the sub-domains you want to use and which IP address they should point to.  Important note:  You also get to define the “default” sub-domain (i.e. when users just use “fouracesconsulting.com” which by general convention should act the same as www.fouracesconsulting.com ).


Quick summary:  Web servers and other devices need a unique address so we can “find” them on the Internet (like a phone number or physical mailing address).  The standard way to assign these is an “IP” address which is really hard to remember.  So, domain names help us by providing a nick-name or alias for the IP address.  The result is that you can type in www.hubspot.com , the Internet figures out that this really means IP address 216.128.28.28 and you don’t have to know the difference.

Now that we’re through the technical bits, in a future article, I’ll talk about the strategic side of domain names (how to pick one, whether it must be “.com” to be worthy, etc.).  If you have questions around this topic, leave a comment on this article and I’ll try to address these in the next article.

- Dharmesh Shah
 
 

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Marketing / October 26, 2006 Sales Transformation: A Presentation To MIT Students
Sales Transformation: A Presentation To MIT Students

By Brian Halligan


Today I had the pleasure of being a guest lecturer in Professor Cusumano's Business of Software class on the topic of software sales over at Sloan. Professor Cusumano teaches what I believe to be the only MBA class in the country on the business of software. He also is the author of some great books, including Microsoft Secrets , Platform Leadership , and The Business of Software .

Attached is my slide deck. The presentation has some Sales 101 thoughts for context, some thoughts on how "sales" is being transformed by the internet, thoughts on sales strategy, and a case on sales transformation at Groove Networks.

If there are parts of the presentation that are less than obvious from the slides, leave me a comment and I can elaborate on certain points in future articles.

MIT Presentation Slides

-- Brian Halligan.

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Marketing / October 20, 2006 The Importance of Google PageRank: A Guide For Small Business Executives
The Importance of Google PageRank: A Guide For Small Business Executives

By Dharmesh Shah


If you’ve spent time (or are simply curious) about online marketing, then the topic of search engine optimization (SEO) usually comes up.  And, no discussion of search engine anythingis complete these days without some mention of Google.  This article provides a brief overview of how Google ranks search results with a look at their PageRank™ algorithm (a key component).  I’m not a search engine expert (that’s the bad news).  The good news is that I know enough to describe Google PageRank in relatively simple terms (such that you can impress your friends and family with your new-found knowledge).

Quick Intro To SEO (Search Engine Optimization)

Put quite simply, SEO is the process of optimizing your website for the search engines (like Google).  By “optimizing”, I mean attempting to make it such that searches for specific phrases rank your website higher in the search results than other websites.  There are lots of good reasons to want to rank higher, but for businesses, the primary reason is to generate good leads for your offering.  Millions of people use Google every day looking for a product, service, or information.  Some of these people might be potential clients looking for your particular offering.
There are two ways for you to show up on the results page when users are doing a search. The first is with paid search (I’ll talk about this in a future article) and the second is what is known as “organic” (or “natural”) search.  The natural search results are listed free and are dependent on Google’s estimation of how relevant and credible your website is.  Natural search results are my favorite kind, because you don’t have to pay money for them, and they often works better than paid advertising.  I liken this to the difference between getting mentioned in a magazine article and purchasing an ad in that same magazine.  

If you can rank high on the free (organic) search resultsfor Google, it’s like getting tens of thousands of dollars worth of free advertising in the most relevant trade magazines for your industry, every time a new issue comes out.  I’m not sure about you, but that’s pretty interesting to me.  It’s a great way to grow your business and find new clients.  So, how do you get all this free, effective advertising in the search engines?  Well, to do that you need to understand the Google algorithm and how it determines who gets listed.

Google’s Search Algorithm

First, let’s establish a simple example which we can use to frame our discussion.  Let’s assume you are the partner in a boutique strategy consulting firm.  Lets further say that your specialization is advising technical founders of high-growth, venture-backed companies on how to be better at selling.  Now, you could probably identify a number of search phrases that your potential clients might use when interested in this particular topic.  Users may search for something like “technical sales consultant to founder”.  Or, they may just start by looking for content (instead of consulting) and search on “successful technical selling”.  In either case, Google has an algorithm that figures out which websites of the hundreds of millions out there should be displayed in rank order on the results page.  These are the organic (i.e. non-paid) results.  You want to rank high on these results.  [Author’s note:  If you do actually search Google on “successful technical selling”, you’ll find that my OnStartups.com blog ranks #1].

Though Google’s algorithm is extremely sophisticated, it boils down to something like this:

Search Ranking = Relevance * PageRank

Relevance is basically the measure of how your website (or more accurately one of your web pages) matches the search phrase the user has entered.  Measuring relevance is a relatively sophisticated process, but it boils down to some fundamentals like the title of the page, words on the page and how frequently they occur, etc.  So, if your home page contains keywords like “technical selling”, it drives up the relevance for this particular search.  The reason my blog article is ranked #1 on Google for “successful technical selling” is in no small part because of the title OF ONE OF MY ARTICLES (“Successful Selling Tips For The Technically Gifted”).  Basically, Google figures out what your page is “about” by looking at it’s content (and by looking at other sites with similar content that are linking to yours), and then uses this to figure out how relevant your site is for a particular search phrase.

PageRank is an independent measure of Google’s perception of the quality/authority/credibility of an individual web page.  It does not depend on any particular search phrase.  For the public (you and me), Google conveniently reports this as a number from 0-10 (10 being the best).  So, assuming for a second that your web page and your competitor's web page have the same relevance – whoever has the higher PageRank gets the better ranking and shows up at the top of the results page.  This is why PageRank is so important.  Your relevance is based on your content (if you’re a consulting company specializing in technical selling, your relevance for stainless steel monkey wrench searches is going to be understandably low).  Your PageRank is what counts.

How PageRank Is Calculated

There has been a lot written and a lot debated about Google’s PageRank, but on one point there is near unanimous agreement.  PageRank is primarily determined by how many other web pages are linking into you.  Google considers this kind of inbound a link a vote of confidence.  But, here’s the trick:  Not all inbound links are created equal.  Web pages with more credibility that link to you have more “value” to your PageRank than those with less credibility.  How is this credibility determined?  Why, by their PageRank, of course!  So, let’s take an example.  Let's say you have your Uncle Charlie link to you from his blog to your small business website.  Let’s also say that Uncle Charlie’s blog has a Page Rank of 3 (this is being a little generous because all Uncle Charlie writes about is his dog Sparky and he has limited inbound links).  This link from Uncle Charlie will certainly help you – a little bit.  It will help you more if you can find 100 such Uncle Charlie websites with a PageRank of 3 and get them to link to you.  

However, if you get a single link from HubSpot.com (the sponsor of this blog), it’ll help you more than a 100 Uncle Charlie websites.  Why?  Because HubSpot.com has a PageRank of 6 and a link from it is much more valuable.  I divide up PageRank into these broad categories:

0-3:  New sites or sites with very minimal links
4-5:  Popular sites with a fair amount of inbound links
6:  Very popular sites that have hundreds of links, many of them quality links
7-10:  Usually media brands (NYTimes.com), big companies or A-list bloggers.

Now, it’s important to note that PageRank is believed to be calculated on a logarithmic scale.  What this roughly means is that the difference between PR4 and PR5 is likely 5-10 times than the difference between PR3 and PR4.  So, there are likely  over a 100 times as many web pages with a PageRank of 2 than there are with a PageRank of 4.   This means that if you get to a PageRank of 6 or so, you’re likely well into the top 0.1% of all websites out there.  If most of your peer group is straggling around with a PR2 or PR3, you’re way ahead of the game. 

What’s Your PageRank?

There are two ways to figure out what your approximate PageRank is.  One, you can download the Google Toolbar (the PageRank feature is not turned on by default, so you’d have to enable it after installation).  

The other way is to use our immensely popular (and free) Website Grader tool.  It will not only tell you your Google PageRank, but a bunch of interesting other stuff too.

Quick recap: 

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Marketing / October 16, 2006 Why Business Blogs Shouldn't Be on BlogSpot.com
Why Business Blogs Shouldn't Be on BlogSpot.com

By Dharmesh Shah

Disclaimer:  HubSpot offers a business blogging engine as a component of our software package.  But, this article is not about HubSpot.  For the record, I’m a big fan of WordPress as an alternative for the tech savvy folks out there.

A couple of weeks ago, we moved Dave Kurlan’s blog “ Understanding The Sales Force ” off of Google’s Blogger product and over to HubSpot.  Dave is an active blogger, runs a successful sales consulting practice here in the Boston area and is also the author of a book called “ Baseline Selling ”.   [Side note:  If you’re involved in sales or are running a company with a sales force, you should check out his blog].

In any case, in this process of moving Dave’s blog off of Google’s Blogger, I learned a lot.  I am now even further convinced that most businesses should not be using the “yourcompany.blogspot.com” alternative for hosting a blog on Google.

Top Reasons Why Business Blogs Shouldn’t Be On BlogSpot.com  

1. Google Doesn’t Need The Help:  Lets assume you have a company website (you do have a company website , don’t you?).  This website is probably on its own domain (example:  yourcompany.com)  By hosting your blog as a sub-domain on BlogSpot.com you’re basically depriving your primary website of any real search engine optimization .  Instead, if you’re using blogspot.com, you’re kind of benefiting Google instead.  Trust me, Google does not need your help to rank highly on its own search engine.  Even if you don’t switch blogging platforms, please do yourself a favor and get your own “real” domain now.  At least this way, if you decide to switch later, you won’t lose all the search engine optimization (SEO) that you’ve built up.  See the next bullet for more details.

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Marketing / October 11, 2006 Engineering Blog Readership – 7 Ways To Drive Prospects To Your Small Business
Engineering Blog Readership – 7 Ways To Drive Prospects To Your Small Business

By Brian Halligan


A friend came to me today to ask me how to drive traffic to his business blog. He started his blog over the summer, posted some articles and ended up with trivial readership. Other than write articles, he did not do much else to drive traffic. He took a “Field of Dreams” attitude – build it and they will come, or more aptly, “write it and they will visit.” Guess what – they don’t come unless you take some action over and above just writing.

Dharmesh and I started writing the Small Business 2.0 internet marketing blog a little less than a month ago. From a stand still, we have now grown to about 500 subscribers and 1000 - 1500 unique visitors/week. We are also placing well on some interesting search terms on Google that are relevant to our business. What’s interesting is that we have achieved this readership through a marketing engineering effort and have not just left things to chance. Here are the best practices that have worked for us:

7 Ways To Drive Prospects To Your Small Business  

1.  Comment on other blogs you follow. If you are new to blogging, go to Google's blog search tool , search on topics interesting to you, subscribe to the most interesting blogs, and start to follow the thought leaders. When you see blog posts that you are interested in, leave comments. If you thought the article was interesting, others probably did too and will link to you off of your comment. Most blog commenting systems will allow you to enter an optional website link. By entering this link you are leaving a “breadcrumb.” The idea here is to make your comments insightful and further the conversation. It you do a good job of commenting, people will read the comment and follow the trail to your own blog.

2.  The more you write the more readers you will get, but as a general practice, you should focus on a consistent, regular pattern of posting. We’d recommend about once a week.

3.  Publish articles in the morning. Both our gut and our anecdotal evidence tells us that users read blogs in the morning like a newspaper. We are working on a very interesting statistical analysis tool that uses regression to tell us the parameters that are most likely to result in a successful posting.

4.  Think about the title of your blog as much as the blog itself. They say never judge a book by its cover, but you do anyway -- same goes for blogging. Dharmesh’s blogs that have David Letterman style Top 10 lists in the title seem to be particularly well received.

5.  Send an email with a link to your article out to friends/colleagues that you think might be interested. If they like it, they may subscribe to your blog, forward the article to others who may be interested, or bookmark it.

6.  Put a convenient link to del.icio.us, reddit, and digg on your site. These are all social book-marking sites where people who enjoy your article can bookmark/vote on it, so that others can find it. If enough people bookmark your article, you can reach a mini-tipping point of traffic to your site where on any given day you get an order of magnitude more traffic. This is incredibly interesting traffic for a small business because it drives people to your site who are both interested in your topic and have likely never heard of you before. If your friends who you sent the link to are users of these products, you can get a head start on the linking/voting process.

7.  Have an email sign-up on your blog for non-RSS users and send subscribers an email with a link to the new article every time you post.


The benefits of the Small Business 2.0 blog to us are substantial:

1. Hundreds of the people who have visited our blog have kindly signed up to be beta customers for our product. These are companies that found us – we did not make cold calls to tens of thousands of uninterested companies to get the hundreds signed up.

2. We are in the process of acquiring one company that found us through our blog and are finishing up another transaction (that we will announce shortly) that found us through our blog.

3. Our Google page rank has moved up (to 6) since we started the blog. Many terms that we never would have guessed when we started the blog are getting pretty high up on Google, Yahoo, and MSN’s search results. For example, if you search on “how small company beat large firm” on Google, our site comes up #2 on the first page. These types of search terms are driving non-trivial numbers of potential customers and partners that are beyond our collective rolodexes into our funnel.

I wrote last week about how the internet is transforming small business . We are living, breathing evidence of how the internet has tipped the playing field in favor of small businesses. Our research will continue as to how to engineer traffic and we will make sure to update you as more learning emerges. Meanwhile, if you have questions or thoughts on the topic of generating demand for small businesses online, we’d love to hear your comments.

-- Brian Halligan

internet marketing kit
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Marketing / October 9, 2006 Understanding RSS: A Quick Guide For The Insanely Busy Executive
Understanding RSS: A Quick Guide For The Insanely Busy Executive

By Dharmesh Shah


If you’re a tech-geek like me and already know most of what there is to know about RSS, there’s no need to read this article. But, I would advise that you keep a link to this article around and forward it all the people you know that haven’t clued in to the value of RSS yet. It’ll save you the 10 minutes of conversation and arm-waving you would need to try and explain this to someone. Those are 10 minutes of your life you’ll never get back.

If you don’t know what RSS is, or are not using it yet, read on.

As an insanely busy guy myself, I’m always on the prowl for useful tools that make my life easier, save me time and give me an edge over my competition. Much like those early days after you discovered email, and now can’t even think about how you’d live without it, RSS will change your life. Unlike email, it won’t take you that long to get started and it won’t cost you anything.

I’ll tell you what RSS stands for (Really Simple Syndication), but it’s really not important to know that unless you’re looking to impress your friends and family.

What it does: Let’s assume that you go to some number of websites on a semi-regular basis. Could be mainstream news sites, could be blogs like this one, could be any number of different places. The reason you go to these sites is usually to get information. Let’s say there are 20 or so of these sites. Some sites you may visit daily, others you visit “every now and then” just to see if there’s something new of interest. Now, imagine you had an assistant, we’ll call him Ralph. Here’s what Ralph does: He visits each of the sites you care about every 15 minutes. He checks to see if there’s anything new on those sites. If he finds something new, he retypes the relevant content from just the new stuff he found (ignoring all the other old stuff that you’ve already seen) and provides it to you in your email inbox – magically categorized by which site it came from. Boy this saves you a bunch of time! Instead of you having to manually go to the sites, Ralph does it for you. Instead of having to mentally “adjust” your reading habits based on the fonts, graphics and other layout of each individual website, Ralph makes it easy for you to scan the article you’re interested in – because they’re all in the same format. Most importantly, Ralph makes sure that you don’t waste a second reading the same content twice (which you may likely do if you visit the sites on your own, because you have to scan around and try to remember what stuff you’ve already read). So, RSS makes possible what Ralph does – only better.

Why You Should Care:  Two primary reasons:  It's a quick and reliable way to keep track of information on websites that you care about.  Beats having to visit these sites sporadically.  Second, since the information is formatted in a consistent manner, you end up spending less time "scanning" the information.  Imagine if your newspaper was printed such that each article was in it's own font and had it's own layout.  That's the way the web is for you withour RSS.  Using RSS fixes that problem.  Net result is that you're able to process information more efficiently than doing this manually.  It's worth the 10 minutes time it takes to get started.

How It Works:  Basically, you use an RSS reader application (either web-based or desktop-based) and add a list of "feeds" (basically websites) that you want to subscribe to.  Once you do this, the RSS software goes out and visits your designated websites periodically.  Whenever it finds something new, it pulls that information in for you to read.  When it does this, it uses a special format to get the data (which is a form of XML).  This is what makes it possible to visually show you the content in a consistent manner. 

What You Need: The basic software you need is known as an RSS reader. This is the software that replaces Ralph. You basically tell the software all the different websites you want it to visit, it checks their “RSS feed” and determines if there’s anything new. There are lots of free RSS readers out there (I use OnFolio, which is now free as part of Microsoft’s Live Toolbar). But, if this is the first time you’re experimenting with RSS, no need to even download anything, you can use one of the existing web-based RSS readers for that. Google just came out with a free web-based RSS reader. You can signup for it here: http://www.google.com/reader . Another popular reader is BlogLines (http://www.bloglines.com) Either of these will take no more than a minute, and you’ll be subscribing to RSS feeds in no time.

How To Get Started: It’s easy. Once you have Google Reader (or your RSS software of choice) ready to go, you simple keep an eye-out for websites that have an orange icon that looks like this  or this . These icons indicate that the site you are visiting supports RSS. At this point, you can click on these icons. The resulting page may give you a simple way to add the website to your RSS reader (for example, you may see an “Add To Google” button). If not, simply copy the URL from your browser into your clipboard. Then, click on the “Add Subscription” button on the left in Google reader and paste in the URL. That’s it.

Once you start using RSS as a way to quickly get website updates, you’ll never turn back. It is a significant time-saver.

-Dharmesh Shah

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Marketing / October 6, 2006 Website Analytics -- Is Anyone Else Frustrated?
Website Analytics -- Is Anyone Else Frustrated?

By Brian Halligan


Too Many Tools To Get The Picture

Below is a picture of the tabs of my browser session right now. As you can see, I have our SmallBusiness2.0 blog up; Technorati up to see who is linking to us and what our rank is; FeedBurner up to look at the number of people "subscribing" to the RSS feed; Google analytics to see how many visitors we are getting and from what geography; and Alexa up to see how we are doing relative to every other website/blog on the planet. I tend to go through the exercise of looking at all of these tools once a week prior to our weekly meeting to update the team on how the top of our funnel looks relative to previous weeks/months and I also tend look at this information during the day that I post a meaningful blog article that I think should get traction.



I think all these tools are great if you are a professional blogger or are a dedicated full-time marketing analytics person, but it is pretty cumbersome to track all this stuff if it's not a fulltime job. This is especially true for a small business where everyone in the company wears multiple hats.

For those of you who have day jobs beyond report creation out there, do you feel like I do?

Not Real-time Enough

The other thing that frustrates me about all these tools is how they are not "real-time" enough for me. I wish Technorati updated the inbound links more often and had more real-time rankings. I wish FeedBurner showed you what was happening at the very moment versus just a daily snapshot and I also wish they updated their data at 12:01am for the previous day. I wish Google would stop the sandboxing process for new domains and I wish they would update their PageRank information (shown in the Google toolbar) more often. I wish Alexa would show better data on what is happening in the last week and rankings in real-time for smaller sites.

For those of you who use these tools, do you have the same wish-list as I do?

GoogleTrends for My Small Business

I'm not sure if you have had a chance to check out Google Trends, but I think it is rather addictive. My only issue with it is it does not work at a company level (unless you are a massive company) and it does not allow you to put in custom events to show how your marketing activities correlate with traffic.

For those of you addicted to GoogleTrends, do you agree?

-- Brian Halligan

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Marketing / September 25, 2006 Small Business Website: Are You Spending Too Much On Yours?
Small Business Website: Are You Spending Too Much On Yours?

By Dharmesh Shah


When talking to many of my friends and colleagues that are running small businesses, the issue of website design investment often comes up (this is particularly true for new businesses that are just getting started).

How much you should spend on your website is important, but it’s also important to decide where you should spend it (i.e. on what attributes).

Here are the two ends of the spectrum:
  1. Spending almost nothing:  This is where you get a friend or family member that is an “expert” on website creation (here, expert is often described as someone that knows more than you do).

  1. Spending like a “big” company:  This often occurs when small business owners used to work for a big company and have big company contacts.  Another contributing factor to this is that small businesses that are trying to “look” big by investing big dollars in website design.


As you might guess, I’m not a fan of either extreme.

Important point:  Deciding how much you should spend on your website is important.  Deciding how to spend it is equally important. 

Here’s an example:  Lets say you are the partner in a small professional services firm (consulting, legal, etc.).  Lets also say that you decide to allocate $2,000 on getting a “professional” website up.  You want to convey the right image and be on equal footing with the “big firms”.  In fact, you may have even worked for one of these big firms earlier in your career and decided to go independent.  Now, I’m not going to argue that $2,000 is too much to spend (we’ll assume that this is the “right” amount for discussion purposes).  The important thing is how do you allocate this money ?  I think the answer is:  it depends on your clients and your business.  The wrong answer is to spend most of this money on a flashy design that’s going to win the web designer local recognition and “street cred” (i.e. they build their portfolio).  Chances are, your clients and prospective clients are not going to be impressed with the snazziness of the website.  That cool Flash intro video that took up half the design budget will likely not help your business a whole lot.  Instead, you will likely be better off investing in the message (vs. the medium).  What can you convey on your website that will make it more likely that the best potential clients will be more likely to select you?  What features can you add to your website that will increase the service you can give your existing clients – and hence increase your retention?  Do you need a blog?  How about an email newsletter subscription service?  Chances are, any combination of these things is much more likely to help you improve and grow your business than a website designed as if you were in the fashion industry (nothing against the fashion industry, they just value different things).

Here are questions I’d ask yourself when trying to make a decision:
  1. Who is the website for?   Are you looking to impress existing clients, potential new clients or friends and family?

  1. Who is the website not for?   Do you care if the local design firm is not going to put your website in their portfolio?

  1. Will it make you money?  Are you doing commerce on the web or otherwise making direct sales?  (If so, it will dramatically impact what you should spend and where).

  1. What functionality is appropriate?  Are you content with a static, brochure-ware site are you looking to do more?


In my experience, too many small business owners either spend too little on their website (and hence miss an important opportunity to leverage the Internet) or they spend too much in the wrong places.  In a future article, I’ll look more deeply at some of the tactical aspects of what to do (and not to do) when creating a small business website.
 
 

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Marketing / September 21, 2006 Why CRM Initiatives Fail At Small Businesses and Startups
Why CRM Initiatives Fail At Small Businesses and Startups

By Brian Halligan

I have been implementing and using CRM softwares for my whole career, as a VP of Sales at PTC , as a VP of Sales at Groove Networks , and for several venture backed startups I consult for in the Boston area. The way business is conducted has been transforming over the last few years and has led to the current state of the CRM art becoming nearly useless for small businesses. Most small businesses I deal with have either tried and failed on a CRM implementation or are getting marginal value from what they consider a sunk cost in software and human brain-damage from their implementation. Here are a few of the reasons why these initiatives tend to fail...

Counting v. Creating Customers: The current crop of CRM systems are very useful for large companies with thousands of customers that want to "count" them in interesting ways. If you are like most small businesses, you probably only have tens or hundreds of customers -- your main problem is finding new customers and efficiently growing existing customers, not counting customers in interesting ways.

Measuring the Wrong Thing: The current crop of CRM systems is myopic in focus. They measure the activities of prospects after they have "self-selected" in some way by calling the your office or filling in your form somewhere. Pre-internet, prospect "self-selection" occurred early in the buying process while today "self-selection" occurs late in the buying process. Think about buying a car...Ten years ago, the first step in the car buying process was going down to the local dealerships to chat with their salespeople and go for a test-drive. Today, most of your research is done on the internet and you don't end up stepping into a dealership until you are well on your way to a decision armed with as much information as the salesperson. This pattern repeats itself now not only on the consumer side, but also on the business side. CRM systems have not accounted for this change in shopping behavior and moved the measurement up the process to what is happening on the web prior to "self-selection."

Stuctured v. Unstructured Data : CRM systems are essentially databases with customer oriented forms built on top. They are very good at capturing and organizing structured information, but are horrific at capturing and organizing unstructured information. Therefore, the interesting/reusable knowledge about customers/patterns is captured in employees' email threads instead of the CRM system. That means the knowledge that can really help you nail a major new account or help you rethink your positioning based on buying patterns is stuck on individuals' desktops versus in a centralized, searchable repository that survives changes in personnel, territory shifts, and memory lapses.

Ease-of-Use ( for IT folks only) : Most CRM vendors say their product is "easy-to-use." The reality is it is easy to use if you have dedicated "operations" people or a dedicated CRM IT person to figure out how to do the hard/useful stuff. If you want to create a decent graph that depicts the state of your business every week for the last year, it can be a mind-numbing task that involves learning the vendor's own particular/peculiar vernacular. This task and many others is beyond the reach of people who have a day job outside of IT. This problem is not limited to just the “old school” CRM companies, but the newer, web-based ones as well.

"Feeding the Monster": Like many knowledge management initiatives, CRM requires end-users to take actions that are not part of their natural work process in order to "update" the system. After all, CRM output is only as good as the input -- "garbage in, garbage out." Most end-users in small businesses, whether a partner in a law firm or an account manager at a consulting shop, interact with customers in their email system (usually Outlook). The act of opening the browser, putting in your password, navigating to the proper account, and filling in a form, fundamentally wastes that user’s time. The only way to motivate most users to "feed the monster" is by forcing them to update the system prior to the weekly meeting. Many sales organizations make updating the CRM system a requirement for getting paid. In fact, we added a paragraph in Groove Networks' sales compensation plan requiring the updating of our customer systems (feeding the monster) as a requirement for getting paid. […CRM needs to learn a lesson from Del.icio.us and the rest of the web2.0 crowd where the application provides real value to the user and incidental value to the network/community.]

Transactional Systems v. Solution/Relationship Systems : Today's CRM is more useful for transactional (i.e. call center) types of companies than it is for small businesses who have client relationships that are more solution oriented in nature. Call center people are at their desk all day, so feeding the monster is easy. A partner in a law firm, a business development manager at a startup, or a major account manager at a consulting company is roaming all over the planet, so feeding the monster is more complicated. A structured set of fields is just what you want for a highly repeatable, transactional, individual-centric call-center. That structured set of fields limits creativity and limits team collaboration when dealing with complicated relationship/solution-oriented sales.


What inspired us to start HubSpot was how poor the state of the art was in terms of the current toolsets at helping small businesses take advantage of the transformative effects of the internet to grow their business.

-Brian Halligan

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Marketing / September 18, 2006 Business Blog: Answers To Common Objections To Starting One
Business Blog: Answers To Common Objections To Starting One

By Dharmesh Shah


I find myself having more and more frequent conversations with other small business executives regarding the topic of blogging.  In these discussions, I’ve learned that there are a similar set of concerns and questions amongst these executives.

I thought I’d try and capture some of the most common patterns and share them with you.  
  1. Isn’t blogging just for teenagers and tech pundits?   Not anymore.  When blogging first became popular, it was often more like a personal diary on the web (the word blog itself is a concatenation of “web log” – a log you keep of your life on the web).  This is no longer the case.  All types of people blog now for all types of motives.  The whole area of business blogging (the focus of this article) is continuing to gain traction.  More and more savvy small businesses are catching on to the value of blogging.

  1. What if I don’t care about driving more traffic to my website?   Just like attending tradeshows are not just about handing out more business cards, blogging is about more than just driving traffic to your website.  Blogging is about creating awareness for your offering and sharing what makes you unique.  The idea is not just to drive more random traffic, but to increase the number of right prospective clients that find and select you.  Blogging is a great way to increase the number of potential sales opportunities  to grow your revenues.

  1. What if I already have enough clients?   I hear this all the time, particularly from professional firms (lawyers, consultants ,etc.).  With these types of small businesses, the revenue is often a function of the number of partners and they often have more than enough business already.  Even in this case, I would argue that blogging creates value.  The reason is that you currently may be taking on clients that are convenient instead of optimal .  Convenient clients are those that just fall into your lap because it’s a friend of a friend or a referral from an existing client.  You didn’t have to do much to “acquire” the client  The optimal client is one that your offering is perfect for.  This is the client that needs exactly what you offer and will place value on why you are different.  If blogging can increase the quality of your client-base (even if you don’t want to increase the quantity).  Increasing the quality of your client-base improves the quality of your business.  Optimal clients stay longer, generate more revenues for you and tend to refer other optimal clients.  

  1. How often do I need to blog?  I’ll let you in on a secret.  Though it is always helpful to blog consistently and frequently (that drives the most value), you can get a significant amount of value by writing just a few articles (lets say 4 or 5) and then not blogging again for a while.  Here’s what I would suggest:  Start by writing just an article or two that is a personal and authentic message about what makes you different.  What you are passionate about.  Pretend as if you are writing directly to your potential optimal customers that are out there reading your content.  What you will find is that just a few blog articles on your website that convey the right message will improve the rate at which you can acquire the right types of clients and generate more sales and revenue.  

    1. Example:   Lets say you are a law firm and have over the past several years really done some exceptional work around patent law for biotech startup firms.  Chances are, your website will have some generic statement trying to convey that you’re a “highly specialized patent law firm that has done recent work in biotech”.  (Actually, chances are, your website hasn’t been updated in months and may not even say this much).  In any case, now imagine a potential new client coming to the firm’s website.  How likely is it that this potential new client (who would be just perfect for you) will understand how deep your knowledge in this space is?  Do they know that you are perfect for them?  Probably not.  Now, if you had just two blog articles on your firm’s blog that talked about the two most recent engagements you had, the odds increase significantly.  The two articles can describe the type of work you did, what some of the challenges were and the parts that you enjoyed the most.  Even if you never wrote another article for the blog, just these two articles would close more business for your firm.

  1. I’m already insanely busy, when will I find the time?   First off, as noted above, there’s no rule that says you have to post every day (or even every week) to your blog.  You can find a pace that works for you.  Also, chances are, you’re already generating content that could easily be repurposed for a blog.  For example, we have a new client that is coming on board HubSpot that was already writing a newsletter.  The articles for this newsletter are perfect for posting on their blog.  Same time investment, multiple channels of value.  Don’t let the time investment scare you off.  Just try it.  Right just a few articles and see what happens. 


I think too many small business executives are continuing to rely on just their Rolodex (i.e. their existing network) to drive new business.  A business blog is a great way to start expanding that network, generating more prospective clients and improving the overall quality of your business.  

So, what have I missed?  What other concerns or questions are keeping you from kicking off a blog for your business?

In future articles, I’ll talk more about the how to (and how not to) aspects of business blogging.

-Dharmesh Shah
 
 

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Marketing / September 15, 2006 Blue Ocean Strategy: A Small Business Case Study
Blue Ocean Strategy: A Small Business Case Study

By Brian Halligan

I read "Blue Ocean Strategy" by Kim & Mauborgne recently and thought it was compelling. I thought I'd give you some excerpts from the book and use my current startup as a case study to explain some of the Blue Ocean concepts. I'm hoping it will spur thinking and feedback from you.

The theme of the book reminds me a lot of what my strategy professor from MIT Sloan (Arnoldo Hax) used to talk about when he quizzed us on cases. He repeated over and over again that we should "watch our competitors, but never follow them" and that we should "play a different game on the same field as the competition." This professor used to stress that within marketplaces, conventional wisdom about the rules of competition build up and that over time, those rules become irrelevant to potential customers.

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Marketing / August 25, 2006 The Need For Service: Transitioning From Old To New
The Need For Service: Transitioning From Old To New

By Dharmesh Shah


I came across an interesting article by Michael McDerment today on a concept he calls “ Transitional Services ”.  It’s well worth the read regardless of whether you’re a small business, or seeking to provide technology to small businesses.

Transitional services are “services that facilitate a user’s transition from one platform to the next – or at least ease their pain.”

I think the lack of transitional services are a key reason why many small businesses are not able to make the technology leap.  Unfortunately, both parties lose in this process. Technology vendors lose because they miss out on potential clients and small businesses lose because they miss the opportunity to implement technology that would likely have improved their business.

The solution, I think, is for technology vendors to spend some time thinking about how they can facilitate users moving from the “old way” of doing things to the “new way” of doing things.  This goes beyond simply being able to import data from some old software to some new software (like a database application that allows you to import your old Excel spreadsheets).  What about when your data is not even in Excel yet – but sitting on post-it notes or in your physical Rolodex?  If you’re moving to a new, powerful, interactive website that allows you to manage your content and create a blog, how do you migrate your old site? Unfortunately, many of these services can’t be automated yet and it takes good old fashioned service (delivered by people) to make this happen.

This is where things get tricky.  Technology providers like to automate everything and shift as much of the effort into a “do it yourself” model as possible.  This is not hard to understand.  This is how they make the most profits.  People, particularly competent people, are expensive.  That’s why most software vendors selling applications over the web simply want to sell you the software – but rarely the services you need to actually get value from it.  In the big enterprise market, this is not as large of an issue as it is conventional to always have some services along with a software sale.  This is what is known as “solution” selling (basically software + service = solution).  In the small business market, the conventional wisdom is that you can’t charge for service.  I think the notion that small businesses can’t or won’t pay for services is a myth.  Sure, we as small business owners are not going to pay $250/hour to have our website migrated – but, the concept of paying for service is not that foreign to us.  It’s surprising (at least to me) that so few technology providers selling to small businesses get this.  Most don’t have any way of purchasing their assistance or guidance in helping use their product.  My message is simple:  service is often necessary for the software to succeed.

So, my advice to the technology providers seeking to sell to me (and to other small businesses):  Make it easy to buy both technology and service from you.  Charge a fair price, and I will pay it.  Don’t make it difficult for me to pay for your time and definitely don’t make me feel guilty for using your service when I need it.  If I’m willing to pay for it, I should be able to pay for it.

My advice to small businesses: When selecting technology providers, make sure that they are easy to do business with.  Reward the providers that are willing to take lower profits on service in order to earn your business.
 
 

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