We starting to roll-out a few options for ConnectWise Integration within the Pronto manage websites. ConnectWise, and soon Autotask are key areas of investment for us as we work to integrate website activity into our clients core back-end systems and CRM.

If you want to read our internal newsletter Pronto Insider with the details you can find that at the Pronto Insider Archive on the Pronto Support Desk website.

If you have an questions let us know, if you want to talk about this you can schedule a call with me via my Tungle.me calendar webpage.

Derek

The past months we’ve worked hard rolling-out Google AdWords campaign management with the first group of about twenty clients. There are a number of you who have asked about participating so I wanted to do a broad update on the status of the program. If you’re already signed-up to participate you’ll get a second email with some particulars.

1. Get the fundamentals in place on a scalable foundation - Do the core keyword research and have the data systems to expand our knowledge. Be able to build and iterate on landing pages. Have the goal conversion analytics in place. And so much more…
2. Make Quality Score rock solid - This is a under-appreciated element to AdWords – and very often when we first hear from a client who’s doing their own campaign it’s because of Google Quality Score issues. We have very solid 7/10 scores on active campaigns and we intend to keep and build on this.
3. Grow Impressions - We can always bid up on keywords and drive impressions – but if we’d do this wrong each click is going to cost you a lot of money, and potentially not produce results. We’ve taken a deliberate approach of being conservative and proving each low bid level doesn’t work, before we move up – rather than the opposite. We’re starting to bid up now – but carefully and methodically.
4. Build CTR - Once you have Impressions, Click-Through-Rate is the beginning of success. But again you need GOOD clicks. We can have “get a free vacation” clicks – or clicks from true prospects. Today our Impressions are low, but so far CTR is respectable, but lacking enough meaningful data.
5. Drive Conversion - Conversion is when a prospect clicks through the process and gives you the permission to contact them – via email, web or phone. When you have enough clicks you can start to study conversion factors anywhere along the campaign.

If you’re not staying on top of your Google business listing - you’re missing a real opportunity. Today some very good news uncovered in the Local Splash blog recently that you can now add additional URLs, beyond your company website, to Google listings.

If you’re a Pronto client we’ll start looking for opportunities to update your listing but don’t hesitate to send along your key links such as Facebook and LinkedIn so we can update your listing. These listing are going to become more and more important for MSP marketing.

If you have any questions be sure to let me know.

Who says Facebook is just a waste of time?

While many employers consider the popular online social networking site to be a menace to productivity, there’s actually more to Facebook than meets the eye - especially for IT service providers and small business owners who want to tap into its wide popularity, audience, and reach.

Consider Facebook’s familiar “like” button, which when clicked announces to all of the user’s social contacts that he or she is fan or user of the indicated product or service. What’s new about this feature, though, is the way this button now can be seen on partner sites.

Interested in learning how this can become a valuable online marketing strategy? A recent article by Inc.com tells you how, and offers additional insight into the many ways that Facebook can help you build your brand - and your customer base.

Read the details at: http://www.inc.com/news/articles/2010/04/facebook-unveils-new-features.html

Be sure to check out the references to reports about making your webpage more “Facebook-like”, as well as an embedded link to a more in-depth article on advertising through Facebook.

Improving your status on the web is one of the essential factors in building a successful business. Good feedback and reviews from customers and clients encourage other prospective customers to check you out, and help you build a good reputation within your industry.

However, getting genuine reviews on the internet is not easy. And using fake ones discredits you as well as your current and future clients – and can land you in a lot of legal trouble. Cases have been filed against companies that cheat and use their own employees to give reviews. In the end, getting good feedback the honest way is the best and only way to go.

An article from technology.inc.com discusses ways you can get real and good online reviews. Practices such as paying attention and responding to customer feedback and setting up a simple reviewing process are just some of the tips the article gives for encouraging appraisals of your company, your staff, and the service you provide.

For the details, go to:
http://technology.inc.com/managing/articles/200912/reviews.html?partner=newsletter_Technology
http://www.inc.com/ss/7-secrets-to-getting-great-online-reviews#6

We’re gearing-up a new program for Search Marketing Campaign Management for IT services; Managed Services, Continuity & Recovery, VoIP and more. These will be fully managed campaigns for pay-per-click (PPC) search marketing (SEM). In the initial phase, we will focus on Google AdWords but as we have experience and success, we may go broader.

For this program we have partnered with a Qualified Google Advertising Professional and on our team, Vee will step-up and manage the program with him and earn his certification in the process as well. Vee’s been with me from the beginning of Pronto - he’s got a strong business and analytics background and is currently working on his MBA in an international program under Southern Cross University of Australia. Together with Gunn our SEO manager, our copy and creative team and the support staff I think we have a winning team for this program.

Managed Services PPC Lead Generation Campaign Details

• The minimum budget is $500 per month with a three-month commitment.
• The budget you set is a maximum spend. It’s possible the total will be less based on the actual click-through rates.
• Pronto will manage the entire campaign; AdWords account, keyword research, ad creative, media buying, landing pages through to analytics.
• You must be an active Pronto Marketing core services subscriber.

If you have any questions or want to get started send us an email or send off a message in our contact form.

This session is designed for Microsoft Partners who themselves or teams have been engaged in improving their online presence, marketing and lead generation. If you are new to online marketing it is advised that you view the first in this 5W25 series “Building Your Online Marketing Engine” given in August 2009. Partners can access the recording of this session through the Partner Learning Center.

Register at: https://training.partner.microsoft.com/learning/app/management/LMS_ActDetails.aspx?UserMode=0&ActivityId=565133

Here’s what we’ll cover in this action packed hour session

Websites that Perform
With a foundation of a professional website you can start optimizing your site.

Content

• Writing for the web and SEO

Analytics

• Google Analytics Goal Tracking
• ClickTale Usability and end-user behaviors

Conversion

• Effective Forms
• Call to Actions

SEO Advanced Strategies

• Autonomy of SERPs. What we need to know about search engine results pages.
• Page architecture for SEO
• The Importance of inbound links
• Understanding Local Search
• Why blogging, PR and other content matter

Newsletters and beyond

• Integrating your newsletter and drip marketing with your website
• Building click through
• Understanding email analytics.

Web-based Lead Generation

• Understanding how paid search such as AdWords works
• Vendor review; Webvisible, Yodel, ReachLocal
• Campaign strategies
• Budgeting

SPEAKER BIO: Derek Brown is Managing Director of Pronto Marketing, a provider of outsourced marketing services to IT consultants and Managed Services Providers around the world.

Prior to starting Pronto Marketing Brown was Marketing Director of Microsoft (Thailand) Limited and is responsible for the full range of business planning and strategy, marketing communications, events and product management for the Thai subsidiary for over three years. While at Microsoft’s US headquarters Brown was Director of Worldwide Product Management for Windows Small Business Server overseeing product planning and marketing strategy on a worldwide basis including primary research as well as global marketing strategies and campaigns. Previously Brown was the Director of Marketing Communications for the Mobile Devices Division at Microsoft Corp. and oversaw all marketing disciplines including advertising, branding, Internet marketing and public relations on a global efforts. Brown also lead nontraditional marketing efforts including evangelizing the Pocket PC to technology enthusiasts and has extensive experience in viral or community-based marketing.

In addition, Brown is frequent lecturer and professor teaching Global Marketing Strategies in the Digital Age for the Mountbatten Institute and American International College MBA program.

If your business is selling a product that people know about, then getting client testimonials is nice. However, if your business is selling services then getting client testimonials is essential. There are few more successful techniques to bring in a potential customer and get them sold on your company than having someone like them-someone they believe-endorse your services.

What makes a good client testimonial?

• It’s believable. Good testimonials come from real people. People with names, locations, businesses and problems just like those of your potential customers.
• It’s specific. An effective testimonial will have examples of how your services helped them-save money, become more productive, have fewer worries. The testimonial can state before and after conditions or provide quantifiable information.

“When our computer system crashed, we lost thousands of customer records. Now that we work with XYZ Company, I know that will never happen again because they backup our data every night.” Sam Smith, CEO of Junius Advertising; Dayton, OH.

“XYZ Company saved us over $500 a month by providing packaged IT services with predictable monthly costs instead of nickel and diming us with add-ons.” Mary Jones, chief accountant; Blackmon Management Services; Springfield, MO.

• It highlights your discriminators. When you began your business, you had a business model in your mind of how your operations were going to be better than your competition whether that was personalization of services, rapid response, one-stop shopping, flexible hours, or having certified professionals. Some of your testimonials should mention those discriminators.

“I thought we would lose an entire work day when our network went down, but XYZ Company was here within an hour and had our system up and running quickly.”

“I really appreciated XYZ Company coming in over the weekend to maintain our computer systems. They never interfered with our routine, they just got the job done.”

How can you get client testimonials?

It may seem obvious, but often we forget to ask. A customer that is pleased with your service may be very willing to provide a testimonial. You have to ask. If a customer sends a “thank you” email or makes a spontaneous comment about how valuable your service has been to their business, ask if you can quote them on your website or advertising. Most of your clients understand the value of testimonials and they will be glad to speak up for you, but you have to ask.

Second, make it easy for them. You know what you need in a testimonial. So, offer to make edits in their comments to focus the testimonial or add specifics and then send it to them for their approval. Use email or provide a self-addressed, stamped envelope. Be sure to get their permission-in writing-to use their name, business, and location.

If a client is willing to provide a testimonial, but is unsure of what to say; give them some samples of testimonials you have received. Or, ask specific questions. Ask for the kind of information you want to both improve your customer services and provide quotes for your testimonials. For example, ask them:

• What business problem prompted them to contact XYZ Company?
• What was their operation before they began working with XYZ and how is it better now?
• What was it like to work with XYZ?
• Was there a tangible benefit to working with XYZ- Save money? Save worry? Save time?
• Why did they choose XYZ?
• Was there an action or service from XYZ that especially surprised or delighted them?

Make request for testimonials personal. When asking for a testimonial, DO NOT send a form letter with fill-in-the-blank questions. Send a personal note to your contact, “Dear Sandra; XYZ Company values your business and we were glad that the solution to your (specific problem) was what you needed. As you know, testimonials from satisfied customers are very important to a small business. I would appreciate it if …”

Time your request. In a business like IT and computer services, it may take some time for the customer to appreciate the value of your service to them. Select a time to ask for a testimonial when you have worked with them for a while or you know that your company has done something particularly useful and appreciated. That is the time to ask.

A final word of advice on getting testimonials: choose powerful phrases and short sentences. A good testimonial is no more than a paragraph. Once you have the content you need, make sure you document their permission to use their testimonial, their name, business and location on your website, flyers, or advertising.