Comments (0)

By Neptune Moon, October 29, 2009 4:59 pm

RFPs are making a comeback. Like bad 80s fashion, they’re everywhere. It’s an understandable phenomenon – times are tough and budgets are tight. Using an RFP and getting multiple quotes must be the best way to get the best deal, right?!?

Not necessarily! Let’s take a close look at the top three RFP myths:

Myth #1: I’ll get the best price if I put the project out to bid.

Reality: You can certainly choose the low bidder if you use an RFP as your qualifying method. But are you really getting the best price – defining “best” as “the best product for the best cost”? First, you run the risk of getting a poor product. Low-ball bids often carry that potential. Second, when the project is completed and the final invoice submitted, will you have, in fact, gotten the cheapest deal? The chances are about 50/50. Vendors with low initial bids frequently nickel-and-dime you to death as the project progresses. Consider the following seriously: are you focusing too much on price and not properly vetting the providers?

Myth #2: If I use an RFP I can easily compare bids.

Reality: While using an RFP will generally provide a basis for more similar proposals, there are often still vast differences in what each provider proposes, including the project approach, the technologies utilized, the specifics of what is and is not included in the cost, and what you will ultimately receive and pay. Plus, how you create, execute, and evaluate RFPs is incredibly important. If your process is flawed at any of these three points, your RFP will likely not produce the results you’re seeking.

Myth #3: Everyone who is serious about their project uses an RFP.

Reality: Not everyone uses an RFP to get project proposals. Think about it: why would you cast an RFP out for any vendor to bid on? An approach that is at least as common if not more common is to seek for personal referrals and testimonials, interview vendors one-on-one, and study their portfolio and process intensively. Sure, you may not be able to make a line-by-line comparison of the vendors you interview – but since an RFP doesn’t guarantee that anyway, you’re not losing anything … and you may be gaining everything!

Comments (1)

By Neptune Moon, October 16, 2009 10:48 am

SEO is intimidating. SEO is confusing. SEO is prohibitively expensive. These are all comments I’ve heard from clients, potential clients and people I meet at events and presentations. My answer is always the same – it doesn’t have to be.

Somehow, Search Engine Optimization has gotten a reputation of being part science, part black magic and part crossing your fingers and hoping for the best. Part of the reason for this is probably because there are a lot of people and firms out there who call themselves SEO Experts who, let’s face it, are not. In fact, they know how to perform a few tricks and apply the same tactics to every site they work on. An expert in SEO, this does not make.

So what does qualify as true expertise and how can a non-expert determine if an SEO provider is full of it?

1. Experience counts. I’m not saying that every SEO professional didn’t have to start somewhere, we all did, but you want to work with a provider who has experience with optimization – not just in theory.
2. Results speak. My clients appreciate my expertise, but let’s face it, the proof is in the pudding, so to speak. Can your SEO consultant provide you with real examples of results they have achieved for other clients?
3. Feelings matter. Do you feel comfortable with this person? Do they not only seem to know what they’re doing, but can they explain it to you in plain English? Comfort with your provider is critical.

Choosing an SEO consultant doesn’t have to be hard. In fact, if you find the right provider, it should be one of the easiest business decisions you’ll make.

Comments (0)

By Neptune Moon, October 5, 2009 9:12 am

I get a lot of emails on a daily basis. Most are useful and welcome, some are not. We all deal with spam to one degree or another. We all define spam differently too. So, how can you create email messages that don’t sound or feel like spam that people will not only read, but anticipate and look forward to their arrival?

The answer, is simpler than you might think. Get outside of yourself. That’s right – get outside of yourself and start thinking about the messages from your recipients’ point of view. What are they interested in? What do they want? How can you make their lives easier? Too many emails are all about we, we, we and not about them.

Have you ever sent an email that was all about your services, your news and your agenda? Have you received these kinds of emails yourself? What do you do with them? I don’t know about you, but when I get emails like that, I generally don’t open or read them and I certainly won’t be passing them on to anyone.

What to do instead? I know it is tempting to just make your emails all about you and all of the wonderful things you can do for the reader (potential customer). But, how about this – make your communications less about you directly and more about your industry and/or your target audience’s industry instead? Provide truly useful and timely information, without a blatant sales pitch. Position your emails as something that will help them be better at what they do and I guarantee, your open rates will increase and your forward rates will too.

Comments (0)

By Neptune Moon, October 2, 2009 4:17 pm

It’s been a year since the economy started its free fall – where are your web properties? Have you done anything with them recently or were they among the first to get their funding cut? It is time to take a look at your site, and your marketing plan for that matter, and ask yourself some serious questions:

1. Who is my target market today? Has this answer changed from 1 or more years ago?
2. What are my target customers looking for that I can offer them? Has this answer changed?
3. How am I uniquely positioned to ease the pain of my target customers?
4. What tactics might we use to motivate customers to purchase our product and/or services now?

These are all important questions not just for your web site, but for your business or organization in general. A down economy is an ideal time for bold action – take the bull by the horns and think about how you can optimize your web site and strengthen your business now. Those who do will have put themselves in a position to ride the wave of recovery from the first ripple.

Professional Search Engine Optimization is an investment in your business. Working with a true professional will cost you more than a couple of hundred dollars. But, if done right, SEO can have a tremendous return on investment and bring about serious change in your business outlook.