January 10th, 2008
By: Shama Hyder
Currently, we are working with two clients (both non-profits) who are struggling with the same issue-marketing their intranet. We often think about marketing as an external practice, but it is just as important to market within the organization. Once employees are on board, the entire operation runs easier.
Here is the definition of an intranet according to Webopedia:
A network based on TCP/IP protocols (an internet) belonging to an organization, usually a corporation, accessible only by the organization’s members, employees, or others with authorization. An intranet’s websites look and act just like any other Web sites, but the firewall surrounding an intranet fends off unauthorized access.
Like the Internet itself, intranets are used to share information. Secure intranets are now the fastest-growing segment of the Internet because they are much less expensive to build and manage than private networks based on proprietary protocols.
Both our clients have spent a good amount of time and money on creating an intranet that can allow them to share valuable information within their organization. The problem? Actually getting their members to log on. Here are 5 ways to effectively market your intranet:
1) Make it exclusive- If the intranet becomes a place where exclusive content can be found, members are more likely to log-on. Don’t splash the same content on emails and memos. Let them access it exclusively through the intranet.
2) Make logging on a breeze- We are currently building the intranet site for the American Heart Association. One of our key goals for this site is to keep the login process as simple as possible. We live in hectic times, and if it isn’t simple most people aren’t going to bother taking the time to figure it out.
3) Get user input- Asking is the simplest way to market the intranet. Ask the members who are going to be using the intranet for their input. How can the intranet be made more accessible to them? What features would they like to see? And most importantly-What’s keeping them from using it on a regular basis now?
4) Set-up a rewards program- Subway Sandwiches has an innovative program which rewards franchisees who participate in the online "Subway University" courses. It’s a great way to increase participation and cultivate a healthy competitive spirit within the organization. Figure out a way to reward your members for using the intranet.
5) Give it time- It can be disheartening when you put a lot of effort into a project, and your members aren’t as thrilled about it as you. Give it time. It may take a few months for all the members to get on board and get comfortable with your new intranet. Even if you implement new marketing strategies, have patience with the results.
Posted in Leaders with Intuition, Managing Your Business, Marketing Tools for Your Service Business, Marketing Your Business | 1 Comment »
December 22nd, 2007
By: Shama Hyder
The new year is right around the corner, and this is your chance to give yourself the greatest gift. Give up the limiting thoughts that are holding you back. Leave them in 2007, and embrace 2008 with open arms and an open mind.
Here are some limiting marketing thoughts that I keep hearing, and how to tackle them:
- Marketing isn’t my thing
- Truth be told, marketing isn’t anyone’s thing. Marketing is a skill you can develop over time. The best marketers I know are those who continued to try new things and had patience with the results. It’s a trial and error process. You take what works and keep at it. And that’s not so bad right?
- It’s complicated to explain what we do
- It’s not. If it is complicated, the chances are you are communicating the features rather than the benefits. When someone asks me what we do at After The Launch, I rarely mention the word marketing. I simply say "we help professional service providers attract more clients." Marketing is the how. The final result is more clients.
- Technology is too overwhelming. I don’t even know where to start
- One, you probably know more than you think. Two, take it ONE step at a time. The number one reason I see people give up on marketing is because they try to do it all at once. That’s a formula for failure. Take just one marketing step and apply it thoroughly. For example, start your eZine. Work on gaining subscribers and providing quality content. Work at it until it requires just normal upkeep, and then move on to implementing your next strategy.
- I don’t have time to spend on marketing
- Do you want to grow your business? Then you need to make time for marketing. The surprising thing is that often people with the least clients also claim to have the least time to market themselves. Make it a priority to get organized and use your time more efficiently in 2008. Make marketing your business a priority. It is much more gratifying to have to start a waiting list than it is to scrounge for clients. You do have time for marketing, you just need to find it.
2008 can be your year! Giving up your limiting thoughts and embrace your full potential. We are right here, cheering you on!
Posted in Leaders with Intuition, Marketing Your Business | No Comments »
December 12th, 2007
By: Shama Hyder
If you haven’t already started planning your marketing for next year, I suggest you do so now. Service firms really need a strategic plan in place for 2008 if they want to develop or keep their competitive edge.
Here are the questions I have been hearing from various business leaders-
- Where is most of our profit coming from? How can we maximize this value?
- We get a lot of leads, but they aren’t qualified. How to we attract more qualified leads in 2008?
- Social Media Strategy is all the buzz these days, but where do we start? How much do we budget for this?
- There have been so many suggestions about internet marketing that we are baffled. Is SEO for us? How can we leverage the internet fully to attract qualified leads?
- How do we convert more traffic into buyers? Is Google ad-words the way to go?
- As a professional services firm, how can we use Web 2.0 marketing to specifically target our potential buyers?
- We are thinking of outsourcing our marketing entirely. What do we need to know?
- The people in charge of marketing our business could really use some training. How do we go about finding this for them?
What are your marketing questions for next year?
Posted in Leaders with Intuition, Marketing Your Business, Social Media Marketing | No Comments »
