Question

Topic: E-Marketing

How To Market To Narrow Employee Review Nitch

Posted by Anonymous on 5/21/2011 at 10:16 PM ET 250 Points
I created the website www.EmployeePeerReview.com but it uses a concept that most businesses are not familiar with so not only am I trying to market to a small nitch, I'm also trying to brand a relatively new concept. I'm looking for suggestions on how I can advertise the website to get the word out. Since I'm a one man show I'm looking for innexpensive or free solutions. Any ideas appreciated.
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RESPONSES

  • Posted by mvaede on 5/21/2011 at 11:00 PM Accepted
    Some of your competitors are partnering with job search web sites, so when you fill in your profile, they propose to fill in a review form with your previous employers.

    Otherwise partnering with websites listing companies or maybe referral web sites or suggestion web sites, like Yelp.

    Maybe you could create it as a FaceBook app, so people could comment on their employer, similar to BranchOut

    Will the reviews be moderated or stay anonymous ?
    You might have people flaming their old company.

    Mikael
    B2B Marketing
  • Posted by Jay Hamilton-Roth on 5/22/2011 at 8:35 AM Member
    What's missing from your website is proof that your idea works - for the employee, for the team, and for the manager. - and guarantees of privacy.

    Focus on HR departments in local corporations to build experience. Have you conducted informational interviews to learn what their needs are? Can you integrate your software into commonly used HR software packages?
  • Posted on 5/22/2011 at 12:06 PM Moderator
    It always scares me when someone is "looking for innexpensive or free solutions" to a marketing problem. That's not because I like to see people spend their money on marketing, but because it suggests that the person has created a product BEFORE s/he has thought through the business plan and marketing strategy.

    Getting the steps out of order is a sure recipe for failure. Marketing isn't free, any more than automobiles or air travel or software are truly "free." And if you don't have a business plan, it's very unlikely you'll ever be able to make any money with your employee review product. There are far more good ideas and good products in the world than there are commercially successful ideas or products.

    So my suggestion is that you ask a different question, rather than the one you've asked. The question should be, "How can I determine whether it's worth investing -- and how much -- in a business that provides a unique employee review process/product?"

    That's what you should have done before you developed the product, and it's still not too late.
  • Posted on 5/22/2011 at 12:13 PM Moderator
    I've now looked at the website, and I feel obliged to point out that "free" is not a benefit. It's a price. It's the price you think the product is worth.

    The benefit is buried in the 4th bullet point: "Increase employee efficiency and productivity," Anyone who wants that benefit is in your target audience. Anyone who doesn't want it doesn't care about the price.

    I'm not trying to be negative. I'm trying to help. You probably need to re-think your marketing strategy, if not your business model.
  • Posted by davidcbaker on 5/22/2011 at 7:08 PM Member
    I'm not trying to just make you angry, but I'm afraid that no one is going to take you seriously until you have a serious-looking website.
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