How to Outsource Marketing Successfully
I did a 90-minute webinar yesterday for SoftwareCEO on How to Outsource Marketing Successfully. I’m pretty pleased with the way it went – I packed it with content that I’ve learned over the past 15 years spent on both sides of outsourcing – as a vendor that delivers marketing services to other firms, and as someone who manages marketing freelancers. There is a lot of useful information in there.
They have been nice enough to say I can provide a free download of the archived recording to 10 people. If you’re interested, email me at jaschramm@j-m-r.com.
Here’s what I covered…
Better Video Demos
Video is getting easier and less expensive to do – if you don’t have videos on your website you really need to add some.
My favorite uses for videos are:
- Give a high-level view of what your software does and why people need it.
- Have your CEO talk about what sets your company apart from competitors and why companies choose you.
- Have your head of R&D talk about what’s new in your latest version and why it is so cool.
- Do a quickstart that shows people something simple they can do with the software or how to begin learning how to use it.
If you’re looking at doing a video that shows your software, here are some tips:
1. Keep it short – 2-5 minutes is ideal.
2. Follow the “why, what, what if, now do” sequence that trainers recommend.
First tell them why they should listen to you.
Then tell them what you are going to tell them.
Then tell them – explain the details and the process.
Finally, tell them what to do next.
3. Write the script first. Then figure out how to show that visually.
4. Show something that is excruciatingly simple. Remember, these folks haven’t seen your software before, so even if it is very simple it will be a lot to take in. You want to keep the steps simple so your software looks easy to use.
5. Tell them explicitly at the end of the demo what step to take next. Do you want them to download a trial? Watch a couple more videos? Sign up for a webinar? Say so, and provide the link. Optimally, set up the video so if they click on the screen at the end it goes directly to the page where they can take the next action.
A company that does a good job with their demos is Bill4Time. Take a look to see how they do things.
SoftwareCEO also has an article this week on how to do better video demos that includes some good ideas: Win more sales by improving your demos: 8 tips. It will be public for another week or so then it will slip into their archive, so take a look now.
Get the SoftwareCEO webinar free until Jan 6
SoftwareCEO has decided to post links to the archived recording of the “Recession-proof Your Software Firm” webinar free on their website through January 6. It is in the upper left hand corner, just under the navigation. There are three sections:
1. Bert Vermeulen, who talks about financing
2. Steve Kraner, who talks about sales
3. Yours truly, who talks about marketing
Although the topic was the recession, all three sections are packed with tips for anyone operating on a shoestring.
Here’s the link to the home page:
http://www.softwareceo.com
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Recession Marketing Tips in SoftwareCEO
Not that I’m bragging (OK, I’m bragging), but SoftwareCEO’s email newsletter today features two articles on How to Recession-proof Your Business. Part 2 includes some of my tips on how to market in a recession.
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