We’ve been feeling like imposters for the last few weeks. You see, whenever we talk to a small-business owner or startup founder, we advise them to focus. To go after one customer segment. To highlight one benefit. To talk in one voice across their marketing channels.
How can you “focus” on more than one thing at a time? How can you “highlight” 37 services? How can you, with the constraints of a small business, manage more than one brand and ensure that your audience doesn’t get confused by conflicting messages?
But we’ve been doing all of this ourselves. We’ve introduced ourselves as “marketing consultants, and we also have a product” or as “we’re building a product, and we also do consulting services.” We’ve been dividing our time between servicing clients and working on the product.
If your feet are on two boats, what happens when the boats gather speed?
Continue reading On Focus and Taking Our Own Advice
Are you considering outsourcing your product development or marketing or HR? I wrote this piece for YourStory.in about things you should consider before outsourcing your product development. But most of these points also apply when you are looking for a marketing partner or a web design company.
But unlike other functions, in outsourcing product development, the cost of a wrong decision is much higher. Correcting your marketing messaging or website design down the line is not that difficult: but your cost and pain will be much higher if product development goes wrong. And since it is difficult to recognize problems until it is very late, when it comes to choosing a product development outsourcing partner, getting it right the first time is your best bet.
Outsourcing is an obvious option to consider when you have an idea for a software application but don’t have the technical expertise to implement it yourself. You bring in the domain expertise and take care of the business side, and outsource the technical aspects to experts in that field. But this is easier said than done, and there have been many stories of product development outsourcing gone wrong. So what do you do?
You will find this useful if you are considering outsourcing as an option, or are an outsourcing vendor yourself. Read the full post here, and do share your feedback in the comments.
Bhaskar Sarma of Pixels and Clicks is a copywriter specializing in B2B technology businesses. He is also a fantasy fan, judging by his marketing blog posts that reference Tolkien and Dr. Who. He talks to us about copywriting and social media for B2B.
My questions and comments are in bold.
How and why did you become a consultant?
I came into consulting and copywriting through a pretty roundabout fashion. Before my current gig and after getting my BE in computer engineering I was a tech journalist, an infosec consultant and a volunteer with a non-profit running schools in remote mountain villages near Mussorie. I decided not to get back into the corporate rat race and opted to work for myself, travel when I want and choose my own clients and projects.
Continue reading Tech Marketing: Interview with Bhaskar Sarma, B2B Marketing Consultant
Anita Campbell is the Founder and CEO of Small Business Trends, a popular U.S.-based site for small business advice. Small Business Trends has been mentioned in the Wall Street Journal, MSNBC, and the New York Times, and Anita herself is a popular writer and speaker and is on several advisory boards. She talks to us about content creation, content monetization, and entrepreneurship.
My questions and comments are in bold.
Tell us a bit about Small Business Trends – I read you started it as a version of an email newsletter? Who was your first audience? Continue reading Small Business Marketing: Interview with Anita Campbell of Small Business Trends
Two weeks ago, I spoke to the moderators of a local business community, Pune Open Coffee Club, and as a result of that discussion, Better Marketing started a new initiative:
Office Hours: Marketing For Startups
We’re offering free consulting services to start-ups in Pune. Every Thursday, we sit at a local cafe and meet at least one entrepreneur. We talk for a couple of hours about their business and help them map out a marketing strategy or suggest things they could improve.
We started last week and met two businesses – and we received so many inquiries that we’re booked up through December!
This is the process we are following:
Continue reading Office Hours: Marketing For Startups