Wednesday 20 May 2009

Marketing a New Concept

One of my Business Partners has a dilemma, how to get their new SaaS product found on Google Adwords, and get the correct leads.

For those unfamiliar with Adwords, you can subscribe to this Google marketing platform and specify keywords that you would like your advert to appear next to in the search results. Each time a user clicks on your advert, you are charged by Google dependent on the bids other advertisers placed to get their adverts listed as well. So, its a bit of an advert auction.

The concept of Adwords is great, you sign up, you specify your budget, identify your keywords, and hey presto you're advertising online! You can't overspend, because as soon as your budget is used up Adwords takes you out of the auction, until you top up again.

The challenge comes in trying to identify keywords that attract the right type of customer to click through the advert. That's the dilemma. Choose the wrong words, people click through, you get charged, they get to your site, realise it's the wrong thing and move off to another site.

So, in this particular case the company in question has an event networking SaaS application to enable visitors to register their profiles, look at other visitor profiles and click to meet them at the event, in a designated area and time. It's speed dating, but for business people.

The company in question want to target people who run events to subscribe to the service, register their events, allocate a meeting area and publicise this feature in their event marketing.

But what keywords will catch an event managers attention? 'Event Management software' attracts the totally wrong person, as that is IT geek stuff to manage their systems. You don't really want to use the word software, as there is none, it's software as a service.

Networking is not a new concept, but being able to see who is visiting an event and arrange to meet them at the event, in a designated area, is new. The system is fully automated, and allocates all your desired meetings within the parameters the users specify.

So, I throw down the gauntlet to you dear reader, visit the site MustMeet.com and see if you can suggest what the keywords should be?

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