the end game » communications

“Inbound Marketing: Get Found Using Google, Social Media and Blogs” by Brian Halligan and Dharmesh Shah

Michael Oleksak — Tue, 08 Dec 2009 01:59:25 +0000

With all the talk about social media, the real news about the trend is often lost. The point is that the conversations you have on the internet are important to driving traffic to your firm’s website. This book shows you how to use the web effectively to do just that. The authors are the founders of a company we like called Hubspot. In the book they explain very clearly how marketing is moving from:

An outbound model where you publish ads, call people and send out emails with the intention of selling something

An inbound model where you participate in, and contribute to, on-line conversations with the intention of informing and building relationships–drawing people into your business and selling more effectively.

You don’t believe it? Well, here at Trek we have recently closed on an engagement with a company that found us in just this way. It’s happening, and we all need to start learning about it. This book is a very practical first step.

Pre-conference prep for better event ROI

trekco — Tue, 24 Nov 2009 20:30:37 +0000

The other part of Barbara’s strategy that is so compelling is her pre-conference preparation. She has a list of people she wants to meet. She’s thought through possible questions that will be memorable to the general session. She’s ready with questions relevant to the different kinds of people that she will meet one on one. She’s mastered that most basic question of value to any stranger you meet at a networking event: “So what interests you in today’s program?”

In good times, the rising tide floats a lot of boats. In rough times, you have to work smarter to achieve your goals. Better prep for an event can open good doors. Mike Oleksak 2008

Event Prep for better ROI

trekco — Tue, 24 Nov 2009 20:26:58 +0000

One of our coaching clients, Barbara, is the CEO of a service/knowledge business that provides outsourced help desk support for desktop computers. Many of her company’s clients are IT firms that manage other companies’ computer infrastructure but don’t want to handle the mundane issues related to desktops. She has a staffing and business process model that enables her to make a profit at this annoying, low-end work.

Barbara gets more ROI out of participating in trade shows than anyone we know. She pre-screens the attendance list and sets goals for the people she wants to meet. She makes a point of wearing a brightly-colored blazer. Although she is often invited to lead breakout sessions, she also makes a point of asking questions at the large general sessions. She always opens by introducing herself at the microphone as “the Help Desk Lady” before asking her well-prepared question.

Inevitably, two or three prospective clients seek her out (she’s easy to find in her bright blazer), to learn more about her services. These conversations are already several levels above the blind self-introductions many of us make in large groups. Her clear introduction, distinctive looks and good questions have set her apart. When combined with her pre-screened list of targets to meet at the conference, she generally hits her 5x ROI on her time and trip’s cost. 2008

Industry Snapshot: LinkedIn

trekco — Tue, 24 Nov 2009 19:59:23 +0000

Over lunch last year, Michael recommended to a former colleague that she sign up for LinkedIn, and he invited her to join his network.

He ran into her recently at a professional association meeting. As it turns out, her employer had reduced their staff, and she had gotten a pink slip. Michael suggested that in addition to traditional avenues for finding her next position (executive recruiters, employment websites, and networking), that she use LinkedIn as part of her job search.

She found a position that had only been listed on Linked In. Why? The employer used LinkedIn as a real-life test of whether their candidates were networked using modern-day technology and tools.

Finding a job on LinkedIn is yet another way to combine the power of today’s technology and your personal and professional networks. 2007