Name: Carl

Email:

Web Site: http://www.gmlconsulting.co.uk

Posts by Sales:

    Know What You Want to Make the Web Work

    November 2nd, 2011

    The biggest cost to you and your business of the Web could be time, or rather WASTED TIME.

    This can especially be the case for owners/managers of SMEs or senior executives of large companies. It is very easy to spend hours or even days surfing the web on search engines such as Google or on social networking such as Facebook, Twitter, LinkedIn or ipatter, looking for “ideas” on how it can help your business.

    Well this is the wrong way around! There are too many ideas; too many ways to get lost and too many ways to waste your valuable time.

    This was highlighted to me when at a recent face to face networking event when I was having a chat with a senior partner at a professional services company. I asked him if his organisation used social networking such as Twitter. He said, quite forthrightly, they did not, and he did not think it could help his business.

    I was a bit amazed by how sure he was, so I simply asked why. What he said next highlighted why it is important to know what your business wants or needs before spending time (or money) on a “serious” investigation of what the Web can give. Our chat went something like:

    “Some of my (junior) colleagues have continually told me that we should use Twitter. They were adamant we should, but could not tell me why…other than that other similar firms were actively using it.”

    “So what did you do?” I asked, and here came the bombshell:

    “I decided to investigate this myself, so no more of the firm’s time was wasted. I spent time looking at Twitter myself”

    I asked, “How long did you do this?” expecting an hour or half day at most.

    “I spent nearly 2 weeks fairly solidly on Twitter, but I found nothing.”

    Shocked at a calculation in my head of the amount of billing time this had used, I asked “And what were you looking for?”

    To which he replied, “Well simple, for ideas on how Twitter could help my firm.”

    “And did you find any?”

    “No, to be quite honest there was too much there. It was far too busy. It is certainly not for a firm of my size. It confirmed my suspicion that they (the juniors) just wanted to use it for fun and to waste time.”

    This last point can be a valid concern, but I did not think so in this case.

    I also did not want to highlight the cost of this exercise. If he had not already done this and was having sleepless nights as a result, I did not want to start them.

    Instead, having a fair understanding of how his profession worked, I said, “I know, to us old timers it can be a bit like the old ticker tapes from the Stock Market.” I then enquired, “Isn’t it true your profession is now trying to highlight how you are a source of important information to your existing and potential clients.”

    “Yes” he answered.

    “A lot of the time you are passing this information on from the government or your professional body. When you do this is do they believe they are getting the information from your firm or your professional body” I asked.

    “From us. It is part of our service to them.” He replied.

    “And I believe you already have RSS feeds from government departments and your professional body continually up dating on your website?”

    “Yes.”

    “Well here is a simple and cheap way to use Twitter. Redirect these RSS feeds to your Twitter account. This will take minutes, maybe a couple of hours, not days and you are immediately extending your services to existing and potential clients away from your office, website or publications.”

    I then added, “If I saw a message from your firm, which was important to my business, to me the service had come from you, and therefore may result in business for you now or in the future.”

    On this point the mood of the chat changed from a bit serious back to, well, friendly…still on the same topic. When we finished a couple of minutes later, he had a few more ideas on how, not just Twitter, but the Web as a whole could help his firm. Additionally on how to do the initial investigations at a lower “cost”, even if this involved outsourcing.

    When you start reviewing how you are using, or going to use, the web you need to have some idea of what you want. This does not initially have to be precise. It needs to be direction, such as extending the services you provide as related above.

    You need to limit your expense (time or money) on these investigations. If you are not getting any results then review the direction you are looking.

    Also never believe you have to do it “alone”. You are unlikely to be the first in your sector using the web. Look at how other organisations are and ask yourself is it working, can your business do or improve it. I am not saying you cannot find unique, successful ways of using the web in your business type or, maybe, a needle in a haystack.

    You just need to learn and review first. Then find a needle in a different haystack.

    And if you are having trouble finding your direction, do not be afraid to ask. Informal chats like the one above do not cost anything, but could save you a lot.

    No Comments "

    Identify Your Client to Make the Web Work for You

    October 5th, 2011

    Knowing your customers is the vital component of any business or marketing plan… no clients, no business. A business needs to know:

    •    Who their existing/potential customers are
    •    What do they want
    •    Why do they/will they buy from our business

    The Web has added new dimensions to the following questions:

    •    How do they/will they buy your products or services
    •    How will the customer now use your products
    •    How do you provide your product to your client
    •    Where are your clients – local/national/global
    •    Demographics of the buyer(s) in your client (age, gender, location etc) may change – can it be broader or does it have to be more focussed
    •    Will the buyer in your client change – different family or staff member; national rather than local
    •    Are there new influencers to your target customer – for things such as emotional factors and awareness (“word of mouth” is now huge)
    •    Do you have more competition for your target customer

    It may have added new dimensions, but it has not necessarily made it more complicated. The Web is also a source of more information about things such as:

    •    Trends of your target customer in products related to yours
    •    What your competition is doing to attract the target customers
    •    What additional benefits does your customer want from your product
    •    Changes in the demographics that may influence the size/identity of your target customer

    This can be taken to the level of making it easier to find out what your customers think about you and your products. Then using this to retain and increase your client base.

    What this increase in information provided by the Web means is that your business now has to focus more on your target customer and continually review this. You need to identify your most valuable client. Then you must investigate how the web might affect them in things such as how and how much they buy and what influences them.

    The Web may even change your most valuable client. It could be as simple as a different age range or more dramatic, such as moving from B2B to B2C.

    As stated above, the Web has not made your business more complicated. It just means that you should use it not just to market or sell your product, but to identify your client and define your business.

    By using the Web to help identify your client, you can make the Web open more doors or less, bigger doors.

    No Comments "

    Help Charity with the Web

    September 28th, 2011

    I was at a business exhibition in Newmarket yesterday and among the many organisations I networked with were 4 charities – local and international. They all said the same thing, “we need to communicate with business more.”

    I then watched the Hairy Bikers on TV last night, supporting another charity, Meals on Wheels.

    I have to stick my hand up to being guilty of the same thing with all 5 of these charities and most others:

    “I didn’t know”

    I know charities and other good causes want something, but I don’t know what. The easy assumption is always money, often the case, but not always. It may also be time, resource or something else. Often the “giving” is not just fulfilling, it is fun.

    What they all need is information; or rather the flow of information. As the people I spoke to yesterday said “communication”.

    I work with the Web. Most businesses and people use the Web in some way. The Web is communication. It means:

    I may not, at this moment, have time or money, BUT I know a “man” who does…or rather I am connected to, like or follow a man who does.

    There are already many people using the web to help charities and other good causes, such as schools and youth groups, by forwarding their requirements, but there are many who do not. Many, like me, are guilty of not knowing.

    This is therefore my suggestion. Let’s get more people being proactive using the Web to help charity and other good causes.

    That includes these causes themselves. They have to let us know
    •    Who they are
    •    What they do
    •    What they need

    The Web allows local, national and international causes to broadcast this information, not costing the time, resource or money of special events on TV or across the country.

    In addition to requesting “donations”, charities must have other “calls to action” to start the proactive flow of information. They should ask for followers to sign up for newsletters, emails or social networking like Twitter, Facebook or ipatter. They should encourage their followers to forward the “broadcasts” they see fit, because…”they may know a man who does.”

    As a business man and individual I am now going to be more proactive in spreading the word. I already follow some charities. I do read their broadcasts when I have time. I do occasionally think I wish I had the time or money to help with that, but stop there. Now I am going to forward some of these to my connections, because this little effort may help.

    Here I stress that caution is required. I am not going to bombard my followers with requests for help. I would soon be “unfollowed”. In the same way charities should not bombard their followers.

    Here is another way I can help as I am sure others in my profession will. As I said, the start of this information flow is through the charity or good cause. Often they do not know where to start. Well all they have to do is ask. I would be please to give some informal advice, and, if I do not know…”I may know a man who does.”

    No Comments "