Peer-to-Peer Blog: SEO, SEM, Social Media Sell IP

By David Byrd

It has been at least a year since I discussed the need to expand your marketing efforts to include more online elements. Most of the Broadvox VARs are SMBs and have few, if any, resources to expand their online efforts. However, the world has changed a lot and there are many ways that a SMB can inexpensively gain a better understanding and strategy to improve its online marketing efforts. The number of consultants has increased, as well as both their skill sets and potential incompetence. I suggest using eMarketing consultants that either you or a respected associate has used previously, or do some homework. Gain a functional understanding of what you need, evaluate at least three proposals, and check out their references. The good ones will have several and the bad will be busy creating a smoke screen.

I recently hired an Internet Marketing Manager because the Broadvox spend to promote our retail SIP Trunking products and wholesale SIP origination and termination products was justifying having someone give it their fulltime attention. While I have been active with the Internet since 1992 and thought I knew a few things about online marketing, having a specialist look at our activities was a revelation. Moreover, his work has resulted in a significant increase in the number of leads generated, online conversions and usage of the website. Our SEO rankings for the search term SIP Trunking and SIP Origination now place us on the first page of Google. It takes vigilance and constant effort to remain on the first page, a significant challenge for a company of our size.

So, why have we been successful? It requires a coordinated approach to search engine optimization (SEO), search engine marketing (SEM), proper design, construction and content applicability of your website and leveraging and coordinating the more disconnected elements regarded as social media (LinkedIn, Twitter, Facebook, YouTube and blogs).

Next week this blog is going to provide further information on online marketing, however, we will have a new recipe on Monday as usual. Enjoy the weekend!

David Byrd is vice president of marketing and sales for

Broadvox

, and is responsible for marketing and channel sales programs to SMBs, enterprises and carriers as well as defining the product offering. Prior to joining Broadvox, David was the Vice President of Channels and Alliances for Eftia and Telcordia. As Director of eBusiness Development with i2 Technologies, he developed major partnerships with many of the leaders in Internet eCommerce and supply chain management. As CEO of Planet Hollywood Online he was a pioneer in using early internet technologies to build a branded entertainment and eCommerce website company partnered with Planet Hollywood. Having over twenty years of Telecom sales and marketing experience, he has held executive positions with Hewlett-Packard, Sprint and Ericsson.