Generating content is becoming even more important on the Internet, not only for SEO reasons but also for starting conversations.

The higher quality of your content the more chances of distribution through different channels and stages as pointed out in this post on Search Engine Land using a graphic by Elliance.

In our view the goal distribution of the content is important for SEO reasons, but starting the conversation is even more important.

The distribution stages of content

There are several stages and channels of distribution (slightly different than the graphic from Elliance)

Writing – Editing:
This is the most difficult part: writing new original content that needs to interest and engage people.

Publishing
After writing and editing the article can be published:
- As a blog post on a website
- By submission to an article site

Syndication:
Once published
- Search engines will index the content and make it findable
- Scraper sites will scrape the entire content or extract a part and publish this too.
- The blog RSS feed will distribute the content to subscribers: people or aggregation sites

Dissemination:
Spreading and broadcasting the content further by:
- E-zines
- Clipping services
- Newsletter of the company
- Social bookmarking
- Other blog posts referencing, linking or using excerpts
- Micro blogging
- Readers send email with a link to your original article
- Readers can post a link to your original article on a forum

Consumption:
People read the article:
- On your original source when visiting
- Read the RSS feed if subscribed
- On any other website or blog

Interactions to conversations:
This is where it starts getting more interesting as making comments can work as leverage:
- People will comment on blog posts
- Other people will react on the comments
In both cases the conversation is started.

These interactions generate more content thus getting even more interest from the search engines (SEO).
The conversations can become an infernal circle for the benefit of your article, your company, your lead generation.

Conversations

Most businesses concentrate on the transactions; however markets are all 3 things (Cluetrain Manifesto):
- Transactions
- Relationships
- Conversations

The conversation can be achieved by your article or blog post – if successful.
Next the conversation is can be used to develop the relationship, but also the transaction.

Benefits of content generation

- Not only the article will travel on the Internet, but also your name or your company name.
- Increase of links to your website
- Positive SEO effect
- People will put your content on a watch
- People can subscribe to your RSS or newsletter
- Conversations are started

The costs involved are just the writing of the content and publish it in the best possible way.
Compare the writing and editing costs with the amount of advertising spending you would need to achieve the same exposure that probably wouldn’t start a conversation.

However you are not in control of the distribution of content and even less concerning the conversation.
Thus the effort can be without any effect.
As conversations are a multiple of relationships, and transactions a subset of conversations, the better you can follow this process the more chance on leads.

Video for interest

The goal of producing and presenting an online video on your website is to generate interest or to generate leads.

However if your video is not entertaining it can become boring and miss the aimed goal as visitors will be clicking away to the next website.

The problems with video are:
- Pre-defined sequence of scenes that cannot be changed.
- All viewers need to watch throughout the entire video to get the content

However not all people:
- Have an equal level of interest in your message or your content.
- Will need the same time to grasp your message: some are faster, some are slow.

Currently people have only two options for taking action:
- The Fast Forward button (or sliding the indicator) further forward for skipping parts of the information.
- Changing the channel (or website)

Interactive video increases interest

If the viewer could really interact with the video content, then it is likely the video and your website becomes more sticky and interesting.
Thus the solution is interactive video.

There is a big difference between watching a video passively and interacting with a video which engages your website visitor in the story or outcome of the plot.
Interacting has a higher potential to be remembered.

YouTube becomes interactive

People have watched TV shows since 50 years with the only option to zap away, thus without interaction.
The disruptive change is launched by YouTube as they have added interactive features to their popular video streaming platform.

In order to have an impression of the possibilities watch this video using parts of La Linea from the master of animation Osvaldo Cavandoli

YouTube constraint:
Apparently the choices in the videos can only link to other YouTube video’s.
It would be more beneficial if the video could link to the landing page of a product, a solution or company.

Marketing with interactive video

Interactive online video marketing is new and almost unexplored territory, suited for both B2C as B2B markets, as this feature can be used for:
- Games
- Sweepstakes
- Manuals or guided tours
- Presentations
- Stories on the company or products
- Documentary
- Referrals

Content and choices need to appeal to the viewers

The technology allows marketing to get your visitor glued to the screen:

Of course only if the content, the screenplay and the choices are interesting and appealing to the viewer.
This combination increases the complexity, difficulty and probably the costs to deliver a great, entertaining and remarkable video.

Technology used

Curious how this works?
It is based upon annotations in the video that allow the viewers to choose the next scene.
The “How to” can be watched here.

How long will it take before we get used to interactive online video?
Will we take online interactive video for granted in a few years after 50 years of TV shows?

You are in Sales.Great!

Questions

Was it your goal to become a salesman when you were in school?
Probably not like 99% of all salesmen and women.

Did you plan your future career in Sales during high school?
Probably not as you were aiming for a function with status.

How did you become a sales rep? By accident or on purpose?
Probably not on purpose, but the job was offered to you.

What had your parents in mind for your future?
A career in a function that is appraised and respected by their social environment.

How did your parents react when you became a salesman?
Probably negatively as you ended up in Sales: “Did we spend all this money to get you into Sales?”

How have your friends reacted once you told them you were into selling?
Positively or negatively or indifferently? This will probably depend on their own function in sales or not.

No sales schooling

Although selling is the most important part of any business, there is no school or university having a degree in Sales and selling.
As if becoming salesmen is a second choice.

Dave Kurlan has listed the most popular envisioned careers by students.
As one could expect: Sales rep, salesman or Business Development are not in the list.

Sales are the warriors of the company

Although Salesmen are amongst the best paid jobs in a company, people don’t seem to target a career in Sales.
Even functions in Marketing have a higher status.

Why has selling less status and is disrespected than any other function in a company.
Although salesmen are the driving force of any company as they bring in the revenue, which is the lifeblood of any company.
They are the warriors of the company to defend the territory and to conquer new customers.

Salesmen should be the heroes of the company, who go and reach out into the battlefields (to boldly go where no man has gone before) to compete with the competitors in front of the all mighty customers.

Attitude change required

People in high school and universities should start thinking about going into sales.
Becoming a salesman should not be considered as a second choice, as in most cases it requires the combination of social skills, psychology, mathematics, writing, editing and in many cases technical knowledge.
Thus more than just one ability or just one skill.

What advice will you give or have you given to your kids?

Can a corporation, having worldwide well known brand selling web services in the B2B market, expect to have instant success in the retail market selling consumer electronics?

B2B Business web services

Market: limited
In web services for business, companies need to market and to address businesses around the world for signing up with their service.

Distribution: Internet
The delivery and the logistics of a web service are minimal or not existent as the Internet provides for the distribution of the services into every corner of the world. No barriers. No inventories.

Defaults: the advantage of the controlled environment
When offering web services, companies have complete control over the operations as all software and data bases are running on their servers in a controlled environment. Thus in case an error occurs, the event is within their reach and access. This gives the possibility to react upon hazards or defects swiftly.

Centrally managed
Business-to-Business web services are under control at the processing site. The operation itself is behind the scenes making instant action on operations is possible. Users only experience the result of the service and will hardly notice the problems related to operations.

Selling consumer electronics in retail

Market: mass
In B2C marketing needs to address the entire population of possible retail buyers using mass media advertising or social media. With the goal be in the minds of millions of people when they are deciding to buy.
Advertising is an area where Proctor & Gamble, present with many well-known brands, knows since long the rules of the game.
This is quite a different battlefield than Business-to-Business as many brands compete for the attention of the same consumer.

Distribution: physical
In order to sell to consumers the hardware products (consumer electronics) need to be available in retail stores requiring logistics for managing inventories and physical distribution throughout the target geographies.

Defaults and defects: in the field
In case of a problem with the device, the goods have to be repaired or returned to the manufacturer. Again this requires logistics, procedures and above all local partners for repair and warranty returns.
If a product is faulty, the end user is immediately confronted with the problem himself.

Retail is in almost all aspects quite different from B2B, as much as electronic devices are different from web services.

The challenge for Google

The company is Google: the leading web service for businesses in the online advertising market with Adsense.
Their challenge is to succeed in selling millions of G1 Android phones

Marketing and brand strength
Will their brand be strong enough to bring trust to retail consumers and convince them.
The consumers need to trust the brand name for a hardware device.
These same consumers are used to get services free from Google, but will they trust Google for their own money?

Although Google is into advertising, it never has spend any significant amount of money in advertising, but instead has offered free services like search, maps and email in order to promote it’s brand to both consumers as businesses.

Market:
Selling into a market that is being controlled by Nokia (#1) and Samsung (#2) will not make the case easier.
Fierce competition from Apple iPhone, Nokia N96, Samsung Omnia and SonyEricsson Xperia X1 from companies who all have already achieved obtaining a place in the retail store displays.

Distribution
In order to have retail distribution, Google uses retail presence of T-Mobile, similar to the distribution of the iPhone by AT&T.

Power of a supplier
As Samsung supplies electronic components to HTC the manufacturer of the G1 phone, this could be a possible hurdle if ever the G1 phone becomes a success.

No central control
In case a mobile phone is defect or the customer perceives a default; it is beyond the control of Google to act upon as it needs to rely upon the consumer, the local partners for service.

Question

Microsoft was experienced in retail as it had been selling software packages from their early beginnings.
Still the XBox 360 had issues and problems, costing Microsoft money.

Will Google succeed in this similar and very competitive retail market without any previous experience?
Having to rely and gamble its’ brand name on an OEM product from HTC?
Do you buy from Google or you do only trust them for their free services?

What do you think?
- Will the brand name of Google be strong enough to convince consumers to buy?
- Will Nokia, Samsung and Apple give Google the required space?
- Will Nokia, Samsung and Apple compete on features and pricing?
- Will Google succeed or fail?

The regular competitors

You have always been focused on you nearest and regular competitors.
You have competed with them on many occasions and deals.
You know them, their products or solutions and their methods of selling.

On the yearly trade show events you visit their booths and they visit yours’ in order to find out the new developments or new products, which are improvements over the existing products or solutions.
Some competitors have left the battle field and have opted for other markets thus don’t compete any more with you.
Still you have your 3 or 5 regular competitors in the same market stealing customers or deals from each other.
You are head on competitors.

The real competitor

The real competitor that eventually will swipe your market will not be one of them.
The true innovator will come from a different market or technology: entering your market sideways.

Scott Anthony posted a few examples in his blog post on Harvard Business Publishing: “Who is your competition?“, like:
- Apple with the App Store in entertainment and games business
- Nintendo with the Wii in home entertainment business

In the comments and in his blog post, Ritu Venkatesh Rangachari mentions:
- Lonely Planet invaded the tourist business that was controlled by Michelin Tourist Guides and Maps.
Posing the all important question: “What is the customer trying to get done?”

Thus always look sideways for the real competitor, who can change the market and your market share.

Where do you see your real competitor coming from?
Or you don’t see any competitor yet?

In Sales strategy Tip: Avoid the three boxes, Bill Caskey from “Inside The Sales Mind” defines 3 situations you need:
- To avoid getting positioned into
- To extract as fast as possible from.

The Vendor box:

The prospect puts the salesman into this box and all the communication messages are:
- Considered as biased
- Getting filtered from all probable sales and marketing statements

Your quest is to become a partner or a trusted party instead of being considered as a vendor.

The Sales box:

Whatever the title is on your card: business development manager, partnership manager the potential buyer considers you as a salesman.
You are considered having only one goal: get a commission, make more money for yourself.

Again you need to gain their confidence and become a problem recognizer, a problem solver instead, a solution finder based upon your extensive experiences.

The Box Box

Your company sells goods that can be physically shipped.
These box packaged solutions can be appliances or shrink wrapped software that you sell by presenting and pitching them as a part of the solution.

Instead of showing the boxes, start by questioning and inquiring about their problems in order to find together suitable solutions (preferably with your boxes).

Now we think there are 3 other categories the interested buyer can categorize you into:

The Laggard Box

From the beginning it is clear the inquiry for a solution to your company has been made in order to have a second or third vendor for:
- Complying with the company procedures
- Enhancing the solution of the already known or selected vendor

You can feel the negativity from the first call or email about your company, products or solutions as your company is considered as a laggard with me-too or under performing products.

Still this can be the best position for selling, as you have nothing to loose, whereas the winner is:
- Completely ignorant
or
- Afraid of every move you take

Thus don’t let you down and go ahead with anything that could suit your case to win.

The Way Too Expensive Box

Your company has a big brand name or outstanding products or outstanding service levels compared to your nearest competitors, but that comes at a price.

The probable buyer puts you immediately into the box of way too expensive.

Thus now you need to show that the premium price they will have to pay, will give them a better:
- Return On Investment
- Total Cost of Ownership
- Level of confidence and trust (fear selling)

If you are in this category:
- Don’t show up in your Porsche or your gigantic 4×4
- Avoid expressing how great the last company sales conference in the Burj Al Arab (7 star hotel in Dubai) was.

The Winning Box

From start you feel that you present:
- The favorite or preferred solution
- The company they want to work with

You are the selected vendor without any sales process.
That’s exactly where the problem is: there still will be a sales process for your competitors.

Beware of the others as they know they have lost the first lap, but not the winning strike.
They will do anything to make you loose your probable customer by pricing, by additional services, by better advice, by better collaboration, by lower total cost of ownership.

Get yourself out of this winning box and don’t take this win for granted.

Get yourself out of the box
Thus the moment the sales process starts you should know the attitude of the prospect is towards your company or yourself.
Once you find out the box you are in, make sure to get out of your box as fast as possible by all means.
Become a partner, a solution finder, a trusted party, a relation using your extensive experiences with many companies.

In what box do you end up in most cases?
What do you do in order to get out of this box?

When we think of business and sports activities then golf, tennis and sailing are probably the first we think of as they have been used since decennials for doing business.
We all picture the salesman negotiating deals or the CFO convincing bankers on the golf course.
Theses sports were and probably are the best mix of sport, entertainment and business.

However as times are changing, the sports are changing too:
- Windsurfing
- Mountain biking
- Snowboarding
- Kitesurfing
- Paragliding

They are sometimes called extreme sports, although there is already a large group of people practicing these sports every weekend and vacation when possible.

There are less young people learning to play tennis, golf or sailing as there is a much broader choice of sports available than 30 years ago.

Experienced windsurfers, snowboarders, mountain bikers and paraglider flyers have already reached the age of 50 to 55, as they started in the late seventies or early eighties practicing these then extreme and novel sports.
So is there or will be there still be enough people who know how to play golf, tennis or to sail?

Kitesurfing ?

Will business change from the more established business approved sports into these new sports?
Probably not as most of the new high-intensity sports are very individualistic and less social sports.

The new extreme sports:

Hardly any communication
Although people practice these sports on the same spot, they are not communicating with each other during the activity. Maybe they exchange experiences just before and after.

The verbal contact is almost inexistent, whereas the typical business sports provide ample time to speak.

No exclusivity – no luxury – free
Golf, tennis and sailing have always had an exclusivity culture and luxury atmosphere.
Whereas these new extreme sports are so close to nature, there is no space for luxury or exclusivity.
Luxury becomes even a hassle with some of these sports.
There is no barrier to start practicing these sports (except for buying the gear), thus no exclusivity of a club or membership as the beaches, sea, mountains or air are all free to use.

Risk taking and daring
These sports engage to take risks or to show off daring stunts to others. This exposes their practitioners to risks and hazards as it is part of the experience, whereas the classic business sports were avoiding risks and dangers.

Freedom
All of these extreme sports give the feeling of freedom, thus far away from daily business and problems.
You don’t want to be reminded of business as your mind is set on survival in some cases.

Less business during sports?

As there will be less people into tennis, golf and sailing, less business will be done practicing or participating in these sports, as fewer businessmen will have experience of or are skilled in the classic sports.
Moreover these experienced extreme sportsmen will not enjoy being invited for a less challenging game without kicks, as they could be expressing themselves much more in one of the Xtreme sports.

What “extreme” sports do you practice?
Or do you still prefer golf, tennis and sailing?

42 hours vs 40 hours

Your weekend starts at 5.00pm Friday evening.
You return on Monday morning at 8.30am
That’s about 63 hours free time, during which you sleep about 21 hours during the 3 nights.
Thus 42 hours to do whatever you want. Spare time or work time!

Compare these 42 hours to the 40 hours (or even 37) of the long and hard workweek spread over 5 days.
Seems like a waste of time.

Business activities during the weekend

Some people do continue to work during their weekends:
An entrepreneur, eager to work any day, can achieve about the double during his 7 days week compared to a well paid CEO during his 5 working days.

A bootstrapped or a small startup with enthusiastic collaborators could achieve much more than an established company can achieve over the same time frame of months.
This is one of the reasons why small companies or entrepreneurs can be so successful: they just work more or longer.
Typically as the company grows larger, this additional performance gets lost.

Sales people

Could the same apply to sales people?
Sales people are more or less their own entrepreneurs as in many cases they are paid a fixed monthly salary and a bonus related to the sales they make.
Thus the more they work like finding leads and preparing deals, the more they can close sales.

Of course the closing of the deals is not possible during the weekends, but finding leads, the preparations, presentations or price quotes can be worked out and send during the weekend.

The more sales people can work using their mobile phone and having online access to the company systems, the more this double work week becomes possible.
Of course only if the drive by the commissions is stimulating enough.

Are you a weekend worker too?
What drives you to do so?

Spam botnet

At the University of Berkely research has been done by a group of people on the conversion rate of spam emails:
The probability that an unsolicited e-mail will ultimately generate a “sale”.

In order to measure the conversion rate for spam, they first needed to develop a method for measuring that based on an existing botnet and dummy pharmacy websites.
The pharmacy websites were fully functional with shopping cart, but generated an error at the moment of purchase.

Spam conversion rate

The researchers infiltrated the Storm botnet control system for the spamming agents.
They let it generate 350 million email messages promoting the dummy pharmacy websites over 26 days (19 active days).

Using 2 campaigns, they have measured the number of emails that have:
- Been delivered successfully
- Passed through popular anti-spam filters
- Brought users to visit the advertised websites: 10,522
- Produced sales : 28

Thus the 350 million junk emails generated just 28 sales
Or a conversion rate of 0.0000081%

If you are wondering what the spam value proposition is, you can read and download the study here.

No one cares

Nobody cares about HP.
On the other hand whatever Apple does, this becomes news, in many cases gets hyped and people talk and blog about.

Don Reisigner discusses and shows in “Why doesn’t anyone care about HP?” that whatever HP is doing, even by announcing a great new product, it hardly generates any interest.
Still:
- HP makes more revenue and more profit than Apple
- HP has a wider range of computing devices and software than Apple

The differences:
- HP doesn’t organize media hyped events
- HP hasn’t got a famous CEO like Steve Jobs
- HP isn’t generating great expectations or experiences
- HP doesn’t seem to be remarkable – nor the products
- HP hasn’t got the culture of Apple
- HP excels in customer service

HP has a rather rational image, nothing to be passionate about.
HP products are great but do not drive imagination like iPod and iPhone.

Passion

The main thing missing is passion.
Passion for a product is being used since many years in the car industry.
Although cars are very similar, it is the passion that makes the difference.
It is the passion that drives people to talk about certain brands or certain cars.

That same passion allows selling certain cars at a premium price.

Apple does the same as car manufacturers:
- Generating passion
- Getting people that are passionate to talk about Apple’s products.

If HP could bring passion to their brand or to their products, then their revenue could only increase as they could sell more products at higher prices.

Getting people passionate about your products or brand is a mighty step forward from getting customers just buying and using your products.

Could you bring passion to your products or services?
Transfer this passion to your customers and potential buyers?