Archives for 2007

Puertas Abiertas: a brand with hispanic appeal.

Serving a growing market of Hispanics in the Minneapolis seeking home mortgages, bilingual Mortgage Broker hired Zosel&Co to develop a branded identity with Mexican cultural iconography to provide a welcoming atmosphere in their storefront on West Lake street, as well through collateral, ads and more.

Caswell Photography

Zosel & Company began an email campaign to help Caswell Photography re-connect with their large contact list. Each email features a recent project story and allows prospects to view their portfolio on their website.

Alison Scott

Internet marketing for musicians

A verstaile site with lots of easy-to-use content management features helped launch the career of a singer songwriter. Complete with photo gallery, blog, flash music player.

Click here to launch site.

Tips on Internet Lead Generation.

You may have a beautiful website sporting lots of flash and such, but if no one in your target market can find it, it’s not a very sound investment. A fully optimized web presence is designed from the ground up with keywords and tags strategically placed in the overall site structure to achieve specific lead generation goals. Once this foundation is firmly in place, you can augment your SEO (search engine optimization) efforts with a variety of practical and inexpensive ways that drive qualified prospects to your website.
Search engine optimization (SEO) – Online marketing is not as difficult or expensive as you would imagine. Just determine a niche you can dominate. Many online markets are not crowded. And it’s a safe bet that there are qualified prospects out there searching for the technology product, service or information resources you offer. So, to optimize your site, you don’t need to hire an SEO expert – just make sure your web developers plan ahead to get your site highly ranked on Google, Yahoo and other search engines.
Pay-per-click (PPC) advertising – Depending on your particular technology product or service niche, Google Adwords or Yahoo Search Marketing offers instant, targeted and cost effective lead generation and outstanding ROI. The beauty of buying PPC adwords, is that you can set your budget for the number of clicks you want, and sit back and test the results. You can start with a budget as low as $200 a month. Plus, your PPC adwords will also help you build traffic which also helps your build your search engine rankings.
Online Newsletter Sponsored Links – Whatever niche your technology company serves, it’s likely that there are dozens of online newsletters with very high volumes of opt-in subscribers that may be looking for your product or service. These are not cheap, but produce high quality leads.
Banner Advertising – Let’s say your search engine analytics tell you that many of the qualified prospects that visit your site come from a particular website that offers banner advertising space. Running and testing a banner advertising campaign on a website with proven results makes sense.

kid_on_computer_thumb

You may have a beautiful website sporting lots of flash and such, but if no one in your target market can find it, it’s not a very sound investment. A fully optimized web presence is designed from the ground up with keywords and tags strategically placed in the overall site structure to achieve specific lead generation goals. Once this foundation is firmly in place, you can augment your SEO (search engine optimization) efforts with a variety of practical and inexpensive ways that drive qualified prospects to your website.

Search engine optimization (SEO) – Online marketing is not as difficult or expensive as you would imagine. Just determine a niche you can dominate. Many online markets are not crowded. And it’s a safe bet that there are qualified prospects out there searching for the technology product, service or information resources you offer. So, to optimize your site, you don’t need to hire an SEO expert – just make sure your web developers plan ahead to get your site highly ranked on Google, Yahoo and other search engines.

Pay-per-click (PPC) advertising – Depending on your particular technology product or service niche, Google Adwords or Yahoo Search Marketing offers instant, targeted and cost effective lead generation and outstanding ROI. The beauty of buying PPC adwords, is that you can set your budget for the number of clicks you want, and sit back and test the results. You can start with a budget as low as $200 a month. Plus, your PPC adwords will also help you build traffic which also helps your build your search engine rankings.

Online Newsletter Sponsored Links – Whatever niche your technology company serves, it’s likely that there are dozens of online newsletters with very high volumes of opt-in subscribers that may be looking for your product or service. These are not cheap, but produce high quality leads.

Banner Advertising – Let’s say your search engine analytics tell you that many of the qualified prospects that visit your site come from a particular website that offers banner advertising space. Running and testing a banner advertising campaign on a website with proven results makes sense.

Internet marketing metrics: why a little measurement goes a long way.

Are You Spending Your Marketing Dollars Wisely?
Too many technology companies waste some or all of their marketing communications dollars. They spend too much on things that aren’t really working and too little on things that could pay off in a big way. A Marketing Communications Audit offers you a comprehensive, systematic and independent examination of your company’s marketing environment – across all customer touch points.
This audit should help you answer these critical questions:
What elements of your marketing mix currently generate the greatest return on investment?
What elements of your marketing mix provide the greatest leverage on opportunities for the future?
Can marketing resources be realigned to improve efficiency and effectiveness?
You can apply proven and affordable approaches that enable our you to realize significant improvements in their ROI and companies generally make the cost back in savings within the first three months by answering the above questions.
Zosel & Company also offers marketing audit services. If you are interested, please fill out our form on the Contact page so that we may contact you and talk about your needs.

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Are You Spending Your Marketing Dollars Wisely?

Too many technology companies waste some or all of their marketing communications dollars. They spend too much on things that aren’t really working and too little on things that could pay off in a big way. A Marketing Communications Audit offers you a comprehensive, systematic and independent examination of your company’s marketing environment – across all customer touch points.

This audit should help you answer these critical questions:

  • What elements of your marketing mix currently generate the greatest return on investment?
  • What elements of your marketing mix provide the greatest leverage on opportunities for the future?
  • Can marketing resources be realigned to improve efficiency and effectiveness?

You can apply proven and affordable approaches that enable our you to realize significant improvements in their ROI and companies generally make the cost back in savings within the first three months by answering the above questions.

Zosel & Company also offers marketing audit services. If you are interested, please fill out our form on the Contact page so that we may contact you and talk about your needs.

Media Anywhere

Helped create a new brand strategy for an emerging technology solution called MediaAnywhere™ that allows customers to create and manage a comprehensive digital publishing operation from creation through delivery.

SkyBlue Sales Group

Specializing in contract lead generation and appointment setting for a variety of companies, SkyBlue Sales Group uses HTML email newsletters as a cost-effective way to keep in touch with a growing base of prospects. SkyBlue Principal Nancey Schapiro said “I sign new clients directly from the email blasts that. Many times people call me directly after receiving an email. it works.”

Software Packaging: when it makes sense, and when it doesn’t.

Do you ever notice that some software companies show a software box on their website, and some don’t. Why is this? If it’s B2B software, it’s likely that is will never be seen on shelves at a retailer near you. Seems relatively useless doesn’t it?
Well, it’s not as dumb as you might think. Showing a box shot simply implies that your software product is an out of the box solution that is easy to install, use and maintain. It implies that you don’t need expensive consultants to integrate it into you infrastructure. So if your company sells software, particularly online, it’s easy to make the case for showing a box.

apple-ipod-shuffle-2-1_thumb

Do you ever notice that some software companies show a software box on their website, and some don’t. Why is this? If it’s B2B software, it’s likely that is will never be seen on shelves at a retailer near you. Seems relatively useless doesn’t it?

Well, it’s not as dumb as you might think. Showing a box shot simply implies that your software product is an out of the box solution that is easy to install, use and maintain. It implies that you don’t need expensive consultants to integrate it into you infrastructure. So if your company sells software, particularly online, it’s easy to make the case for showing a box.

Software Packaging: when it makes sense, and when it doesn’t.

Do you ever notice that some software companies show a software box on their website, and some don’t. Why is this? If it’s B2B software, it’s likely that is will never be seen on shelves at a retailer near you. Seems relatively useless doesn’t it?
Well, it’s not as dumb as you might think. Showing a box shot simply implies that your software product is an out of the box solution that is easy to install, use and maintain. It implies that you don’t need expensive consultants to integrate it into you infrastructure. So if your company sells software, particularly online, it’s easy to make the case for showing a box.

apple-ipod-shuffle-2-1_thumb

Do you ever notice that some software companies show a software box on their website, and some don’t. Why is this? If it’s B2B software, it’s likely that is will never be seen on shelves at a retailer near you. Seems relatively useless doesn’t it?

Well, it’s not as dumb as you might think. Showing a box shot simply implies that your software product is an out of the box solution that is easy to install, use and maintain. It implies that you don’t need expensive consultants to integrate it into you infrastructure. So if your company sells software, particularly online, it’s easy to make the case for showing a box.

Get Snuggly with Whitepapers.

It’s no secret that one of the hottest B2B lead generation methods going today is whitepaper marketing. Done right, creating and submitting technical whitepapers to selected industry websites in your target market can attract some very interested prospects-buyers who may not respond to traditional marketing.

This past summer, ITtoolbox (www.iittoolbox.com) discovered through a research study that 70% of U.S. IT professionals rely heavily on white papers to make purchasing decisions. Other industry groups have also concluded that white papers are the most valuable resource for buyers at the research stage of the buying cycle, even more popular than free trials, analyst reports, webinars and others.

Here is why marketing whitepapers are so successful for lead generation, and why you should devote precious time to developing and distributing them:

Whitepapers are informative, and non-threatening. Pass along value – timely, well-written papers often travel among colleagues. Easy to place on websites in your target category. Positions your company as an industry thought leader.

Here are five critical rules to follow to create a whitepaper that will give your sales process a little extra traction:

1. The Approach – Put your sales pitch on hold for a moment. Your whitepaper must be issue-oriented, never product oriented, if you really want it to appeal to prospects with the genuine pain that your product or service can relieve. Start by asking yourself ëhow can I help my target audience solve a common industry problem, or take advantage of a big opportunity looming on the horizon?í Focus your approach on the issues, rather than your product. You can discuss your product, but save the features for later, much later.

2. The Structure – Most successful whitepapers follow a fairly common outline, particularly if itís a technical whitepaper. Business and technology people have certain expectations of what a whitepaper will look like and sound like, and if yours smacks of a product pitch, your prospect will dismiss it without reading the second page. Stick to this structure and you canít go wrong.

  • Abstract – explains who has prepared the whitepaper, why they prepared it, and what they hope to accomplish by distributing it.
  • The situation – outline the business problem or opportunity in detail, down to the granular level if necessary. Help your prospect understand that you feel their pain. Give your report some added credibility by citing relevant research that helps you state your case.
  • The solution – show them you understand their big picture ñ how others in their industry are solving the problem, or seizing the opportunity. Explain why these particular solutions are successful.
  • Technical details – Take your solution a step further and offer more detailed ëhow toí information here. Your technical solution will make much more sense because you explained the big picture first. Show process illustrations whenever possible to clarify.
  • Product or solution details – OK, here it makes sense to demonstrate how your product or service can specifically help them. However, to continue to establish your thought leadership credibility, be sure to mention your competitorsí solutions, and be as fair and objective as you possibly can.
  • How to – List step-by-step instructions whenever possible.
  • Summary – Give a brief synopsis of key details and benefits of the information you have presented.
  • Sources – Mention all who contributed content, particularly important research. This will add to your credibility.

3. The Killer Headline – Your headline is perhaps the most important element of your whitepaper. Before you distribute it, make absolutely sure your title connects with your target audience, and demonstrates to them in no uncertain terms that this whitepaper will help them. If your headline doesnít grab them by the shirt collar, your whitepaper marketing efforts could right down the tubes. Here are a few examples:

  • Seven proven strategies for..
  • Five important rules to follow…
  • Four key technologies that will solve your CRM..
  • The solution to rising IT labor costs.
  • Everything You Don’t Know About..

4. The Opening Paragraph – If your headline has intrigued your reader, your opening paragraph has to immediately and convince the reader that you understand his/her pain and have an appropriate solution. To really connect with your reader, state the problem as concisely as possible, but make sure to include the most compelling facts or scenarios keep the reader involved (In 2002, over 2.5 billion man hours were lost due to network downtime..). Next, give a brief overview of the solution (Today, IT professional all over the world have solved this problem with a proven process that..)

5. The Marketing – Now that your paper is complete, itís time to distribute it. Start by contacting web sites in your market. You could also consider paying a service provider to place your white paper across a network of vertically oriented sites targeted at your ideal prospect. There are literally hundreds of websites that accept whitepapers absolutely free.