Marketing | Exploring Web Marketing and Project Management

How will we get the work? That's what most Web firm start-ups ask themselves. You can have all the talent in the world available to build Web sites, but without opportunities to bid projects, there is no way to win them and knock client's socks off. After all, most Web firms worth their salt could build an attractive Web site for the White House, but who actually gets the opportunity to do so? It's all about contacts.

After a while, when there is enough work out there, the phone will ring because of word of mouth referrals. However, until that occurs, a Web firm will need to make the effort to network with other business professionals in order to attract work and build strategic partnerships. Advertising, while I do not believe it is the best option, is still a consideration. You want to build relationships that lead to not only one or two projects but a steady stream of projects. If you can establish an easy working relationship with a complementary business entity, where you can bring something to the table for this company as well, and treat this relationship like gold, this relationship becomes invaluable for everyone involved.

Nothing annoys me more than when another business entity calls me and basically announces that they are on the scene and I will definitely want to use them because of how great they are. They are offering me nothing to do business with them. Rather, they want me to send all of my hosting and/or equipment leads their way but aren't willing to work in a mutually supportive fashion. I'm very proud of the supportive relationships I have built up over the last few years with other businesspeople. I'm excited to hear of their successes, and we encourage each other. When I hear of someone who needs a good florist or bricklayer, I know businesses I'll recommend. That doesn't mean I'll recommend any business that isn't wonderful, because I will not make such a referral and steer someone wrong. Such an action devalues my integrity. However, with those businesses that provide excellent products and services, I am happy to be supportive if I see a sales lead for them. In fact, I will look for leads for others when I'm in a meeting with a client who seems to be a good person to do business with. This is how businesses get ahead. However, many Web firms start up considering whether they should bring on a Flash programmer before they take the time to build relationships in the business community. Much of my work comes from word of mouth referrals through other business owners. If I keep them in mind, they will be sure to speak up if they hear that someone needs a Web site.

Therefore, I see the business referrals that I can generate as marketing opportunities for my own business. This doesn't mean that I keep score. No one can do that. Sales challenges are different for every industry. However, if I am going to be sending clients to a hosting company, I prefer that they know who I am and that I am generating business for them, so that the next time someone asks them about a Web developer, they will remember me.

Even though the firm must always be on the lookout for new clients, a Web development company should act as a cheerleader for existing clients. It's a tremendous opportunity to get to know other industries and industry leaders and aid these businesses in growing. If a client feels that you are on their side and are truly wishing the best for them, this goes a long way not only to facilitate the project but to generate word of mouth referrals. The client wants to see your firm be successful too, not only because he or she senses your sincere wish to help grow his or her business but because the client wants you to be around in the future to continue to do so. So it's always helpful to choose clients whom you respect and can easily get behind.

Of course, Web development could be considered an advertising medium, among other things. A Web developer has the unique knowledge of understanding how to market businesses over the Web and can apply those techniques to his or her own firm. Some Web firms do radio and print advertising. However, one must have the portfolio to show prospective clients online, before most people will initiate a contract. A good marketing representative, whether it is you or your partner, who has excellent communications skills can engender trust among potential clients and work to build that portfolio.

We've discussed before the pitfalls of telling a client that you are able to leap tall buildings at a single bound in order to get the contract. We know this is a recipe for disaster. Most good clients respect someone who can say "I don't know" or "I'll have to check into that" or "I'm sorry, but that's beyond what I can do." It's important to be open and honest. No matter how much you're burning to do this potential client's Web site, if you're not absolutely sure that you can meet and surpass the requirements, don't waste their time. This is where a decent sales representative, who also has good technical skills, can be a key player on the team. In networking meetings, this person will not hang the moon on their Web company as being all things. Very few Web firms are all things. Some firms' strengths lie in their innovative designs. Others are very strong in cutting-edge programming. Yet another firm might specialize in multimedia presentations. A sales representative who can screen projects that are unsuitable for the Web firm because they don't lend themselves well to the firm's current resources is golden. This type of person breeds trust for your firm in the business community.

No matter what, despite all of your good intentions, a difficult client who isn't paying attention or refuses to allow you to educate them about the process of building a Web site will love to accuse you of boasting that you could provide certain services and have fallen short. However, this is usually not the firm's fault, nor should the sales representative beat himself or herself up about this situation. Most of this problem lies on the client side, and the firm must employ good project management procedures to document client requirements and how they were responded to.

Let's examine what kinds of opportunities might be available to help you to build and keep the right type of clientele for your Web firm.

Exercises

Utilize Networking Opportunities

How would you define a networking opportunity? What elements make for a good one?

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Can you identify three groups through which you may be able to drive traffic to your business?

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Develop Strategic Partnerships

What is a strategic partnership?

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Identify several types of businesses through which your firm might develop a beneficial strategic partnership.

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Analyze Advertising Options

Who is your target audience?

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What kinds of advertising options might reach that target audience?

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Exercise Answers

This section gives you some suggested answers to the questions in Lab 14.2 with discussion related to those answers. Please post any alternative answers to these questions at the companion Web site for this book, located at http://www.phptr.com/phptrinteractive.

Answers

a)	How would you define a networking opportunity? What elements make for a good one? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	First, you need to analyze the type of people that you are marketing to. If you want to build educational Web sites for use by people in schools or colleges, then you will want to attend networking meetings where those kinds of people may be present. If you want to build commercial Web sites, then it's best to attend functions where viable corporate entities might be present. A networking opportunity is any event where your target audience might be present and open to discussing business. If you know that your child's best friend's father owns a computer store that does not yet have a Web site, it may not be a good idea to make a pitch at softball practice. Usually, this only generates resentment. However, you might casually ask this individual about how the store is going. Out of politeness, your child's best friend's father might ask you what you do. If you mention casually that you own a Web firm that specializes in online stores, this person will make the obvious connection and may ask you more about it on his own. If he's interested, he will ask more about your services. After all, most business owners are always looking for opportunities to increase their exposure. If he isn't interested, then you haven't stuck your foot in your mouth. However, the more traditional networking opportunities usually involve a more formal setting. The people that are there are present for the specific reason of networking their businesses. They are also expecting to learn more about the other businesses that are there as well. Elements that make for good networking opportunities include the presence of complementary but not competitive businesses. Also, the presence of businesses that would lend themselves well to a Web presence is desirable. Preferably this meeting allows for a free exchange between attendees as opposed to being focused completely on a speaker. If too many people are speaking, there is little chance to meet and greet. The crowd can mostly disperse after the speakers finish. This isn't a networking opportunity but rather an informational meeting. Also, I wouldn't bother to show up at a mixer where ten other Web development firms are attending, with the idea of generating business, unless I felt that the product or service that I could offer was unusual and one that might be used by the other Web firms. I would rather attend a mixer with other Web developers in order to discuss business issues that are common to all and view this occasion as more of an educational conduit.
b)	Can you identify three groups through which you may be able to drive traffic to your business? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Entrepreneurial groups are always good to belong to. The people that belong to the group have to have the ability to be the marketing decision maker or directly influence the marketing decision maker. In other words, the local Mary Kay representative is not going to be able to get you the contract for the Mary Kay Web site. However, she can be a wonderful source for ordering your employee gifts and give you wonderful attention. Groups like the local chamber of commerce, Business Network International, or the Rotary Club are all good places to network your business. However, you have to be willing to help other business owners. Networking is Net-WORKING. If you aren't willing to help other business owners, and you only have time to be out for yourself, then other people will recognize this very quickly. They will shoot their business to someone who is willing to work with them in a reciprocal fashion. Web site development, from the outside, doesn't necessarily have weights and measure attached to it. Hosting companies and other technically oriented entities might be able to appreciate how your firm is better than another, but people in other industries might not understand this. To them, a Web developer is a Web developer. A helpful attitude goes a long way.

Answers

a)	What is a strategic partnership? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	A strategic partnership is a loose agreement, usually not in writing, between two businesses that provide services that are complementary. A wedding photographer might be able to develop a strategic partnership with a caterer; the same is true of Web developers. If the photographer feels comfortable referring the caterer and viceversa, they can refer each other almost exclusively. After all, both business owners probably get asked all the time about who else might know who might provide other kinds of wedding services. Last summer we brought a boat into one of the ports on Lake Winnipesaukee in New Hampshire. One of the first places we ran into was the drug store, which was located conveniently for people coming off their boats to pick up sunblock, aspirin, hats, or sunglasses. While we were there, the people were extremely friendly, and we were hungry. We asked them where we could find a good place to eat, and they referred us down the street to a super diner. This is a type of a strategic partnership, because I'm sure if I had asked a waitress where the best place to get a set of sunglasses might be, she would have told me to go to the drug store. They all know each other and drive traffic to each other's establishments. However, I'm sure that neither of these business owners would let the other one down by ever providing poor service. A strategic partnership can't work if one of the entities provides marginal service. It will generate resentment. The best kinds of strategic partnerships usually are generated when people begin to refer each other on the quality of the other's work and then discover that they are mutually sending each other referrals. Sometimes it can work into something more formal. I wouldn't like to tie another business owner's hands and ask for exclusivity either. This limits their playing field and mine. However, if I know that I'm getting a majority of their referrals, and I am sending the other company a majority of mine, I feel that this type of arrangement works well.
b)	Identify several types of businesses through which your firm might develop a beneficial strategic partnership. __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Local Web hosting and advertising companies are great to develop strategic partnerships with. I wouldn't necessarily spend very much time lobbying for a nationwide hosting company to shoot me its Web site design referrals. This is a big entity. I probably would never find a contact there that I could build a relationship with. It probably just isn't going to happen unless I really know someone. And anyone worth their salt at the big nationwide hosting company will probably analyze what I can do for them. Am I generating enough business to send to them as well? Probably not. However, a Web development firm can hopefully shoot enough business to a local Internet service provider to make a little difference in its bottom line. If the hosting company provides good service, this complements the Web firm's ability to implement good work. After all, most Web sites, unless a company has a T1 hooked up to Web-ready servers, need an ISP, even if it's just being co-located on the client's own machine. Local advertising firms are great to hook up with as well. Many people are excited about Web sites and at the time when they are considering either an interactive campaign or a print version, the potential client may find that he or she needs to do both. A lot of advertising firms do tend to subcontract Web sites, as maintaining a Web development team is expensive, and it is probably more cost-effective to subcontract work on a project-by-project basis. This type of relationship allows for a foundation of providing reciprocal referrals and strengthens both entities. A good strategic partnership doesn't limit a firm in any way. Rather, the partnership provides another service, almost like it was under the same roof, but without taking on the expense. Besides, I'm a good Web developer. I'm not a server administrator or someone who knows print advertising, although I'm constantly asked about both. Similar to how the plumber can defer to the electrician, it's best for me to defer to good people who have specialized in these other areas. In turn, these people send me clients who would like me to develop a rocking Web site, and they don't try to take this function on themselves.

Answers

a)	Who is your target audience? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Most Web firms like to build either a deep portfolio in one particular industry or a broad portfolio demonstrating how they have the ability to adapt many types of businesses to the Web. Your target audience is definitely other businesses. If you're building a deep portfolio specializing in a certain area, like real estate companies, then your target audience is the owners or marketing directors of real estate companies. If you're building a broad portfolio, your target market should be businesses, which could benefit from a Web presence.
b)	What kinds of advertising options might reach that target audience? __________________________________________________________ __________________________________________________________ __________________________________________________________
Answer:	Anything that is a prominent business-to-business publication would be a good source of advertising. I wouldn't advertise in anything that is more consumer driven with the local hardware stores or photography studios. My target market may well be the hardware store and photography studio, but not their customers. Given that my firm is located outside the city in the suburbs, if I wanted to step up business, I might consider an ad in the Boston yellow pages rather than the yellow pages in my area. I would reach more commercial businesses that way. Also, a Web firm might consider contributing tech articles to business-oriented technical publications. This is a great form of frequent free advertising, and your company's name on a byline can generate name recognition.

Self-Review Questions

In order to test your progress, you should be able to answer the following questions:

(True/False) The following sounds like a good networking opportunity:

_____ A speaker series on small business at the local library
_____ Lunch with the owner of an Internet service provider
_____ A chamber of commerce trade show

(True/False) The following would be good advertising for a Web development company:

_____ The classified section of the local newspaper
_____ Little League jerseys
_____ A church bulletin