Let me give some background here - his company is about a $20m manufacturer of on-site chemical generation machinery that has no full-time marketing staff, no full-time IT staff and a budget for marketing slightly more than zero. They had a website that was done about 3 years ago and had not been updated since then - it showed. Without a CRM tool, website lead capture, analytics, outbound marketing campaigns or advertising programs (they do some trade shows) it is an absolute testament to their product and sales abilities that they have gotten to the revenues that they have.
They recently won a number of major deals and had gotten a lot of interest in their products. The management team felt that the time had come to build-out their web-presence and marketing programs. That's where I come into the picture - as the "brother that runs marketing for a SW company" I was asked to help-out and provide guidance.
I agreed to coordinate the activities and took the project on as a "consulting hobby". In under 2 months (part-time) we accomplished:
- Selecting the Content Management System (Joomla)
- Contracting a joomla engineer to do the development
- Coordinating flash and graphics work with a freelance designer
- Selecting their new hosting site
- Managing the process
- Editing the content
- Implementing an online advertising program (Google AdWords)
- Implementing the analytics package (Google Analytics)
- Selecting the CRM package for web-to-lead capture (Appitas CRM - http://www.appitas.com/)
- Successfully launched the site
Since launching the new site (with a rebranded domain name), a limited advertising budget and some guerrilla marketing, the traffic has gone from 10 users per day to hundreds per day [yes not a huge number but remember the segment and budget] with global visitors and leads being captured in their CRM system. They now have a platform for expanding their marketing activities with tracking and analysis.
Pretty cool to be able to help-out and see the results so quickly.
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