Know-How Exchange : E-Marketing

I think Jeff was referring to the online resource " Shopper's Handbook on Search Marketing Firms" (from 2005):
This is the go-to guide for all your Search Engine Optimization needs. Get a first-rate overview of all things related to how search engines fit into your marketing plan. This guide even tells you how to decide if you should not outsource your search engine optimization. But the best thing about this handbook is a comprehensive list of questions you should ask any potential SEO vendor, and tips as to what to look for in the answers. Very helpful. 45 pages.

https://www.marketingprofs.com/newprem/library/item.asp?id=1900

It's available (along with a host of other great resources) with a paid membership to Marketing Profs.

Alternatively, if you have a specific project you'd like help with, you can post it here: https://www.marketingprofs.com/ea/pfh_addco.asp

Doug,
I am not an expert in online marketing. My expertise lies in helping technology companies get their products out the door. I most likely would not be in the running as far as a marketing company - but I still believe we should chat. I have assisted others in identifying their marketing needs.

I will be traveling Tuesday and Wednesday taking part in the Robotics, Vision, Motion control and Sensors expo in Chicago. But will be back in the office on Thursday and Friday. you can reach me via my profile.

there are a great many experts who participate in this forum, and could be of service to you.

One way to evaluate these experts would be to read some of their prior comments about technical marketing. You can use the search questions feature to the above right, but I actually prefer to search the site using Google.

For example, if you google the following:

+“software marketing” site:www.marketingprofs.com/ea

You will get over 100 hits, many of which will not only give you insights about the perspectives of our forum participants, but will give you helpful tips about software marketing in general. Good luck.

I would actually like to give you some tips and advice for your search, as this will be one of the most important things you will do as a business owner.

As a Marketing Manager with extensive agency background, and being respectful to my esteemed colleagues in this outstanding forum, choosing a marketing company is not something you can really do solely online. You can research online for style and service capability, but I highly recommend you start actually interviewing people in your area who can provide services. Ask other business associates who their vendors are; referrals are a good way to start your search. Ask for samples, examples, case studies, and referrals. Learn to have a good eye or enlist the help of someone that does. Your marketing should look professional, clean, typo-free, and stand up to (and hopefully surpass!) your competition.

Marketing your business takes a combination of media, channels, and sources. I do NOT recommend you just go with an SEO company and leave it at that. No company (even a full-service agency) can do everything well, no matter what they tell you. This is why you should meet with several agencies and vendors, see the differences in their teams, approaches, client work, and capabilities. (Even in our small business, I deal with 2 different agencies, at least 3 promotions vendors, an apparel vendor, reps with more than 4 national publications, a few different sized print vendors, and at least 2 outside designers...and utilize each depending on the job.)

It's extremely important to have a good rapport with your vendors as well as be a good fit for each other. Think of them as "remote employees". Be upfront about what you need from the vendor, what your budget is, and what your expected results are...these are three key pieces to communicate. Don't put ANYONE on monthly retainer with annual contract unless and until you know what you really need from them and what kind of job they're doing for you. Make them accountable for any results. Have meetings regularly and expect status reports. Make sure you have the internal resources necessary to give the agency or vendor what they need to complete tasks. Be aware of deadlines and that marketing works 30,60, 90 or more days ahead of launch, and that results are NEVER instant. There will be trial and error. There will be frustration. But managing expectations upfront will make for a better partnership down the road.

Best of luck to you; it's a huge responsibility and alot of work, but once you find vendors that fit your business, positioning, and personality, it will get easier.