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Marketing an IT Company - How Not to Mess it up (in 5 Steps)

Posted by Peter Rastello

Feb 26, 2015 7:00:00 AM

Many of you already know that my background is in electrical engineering. I worked in R&D for 20 years as a wireless telecom IC designer for several large US companies working closely with a lot of other technical people over the course of my career before moving into marketing over 10 years ago.

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Are You Standing In The Way Of Your Own Success?

Posted by Peter Rastello

Feb 12, 2015 8:36:58 AM

My new client sat across the table from me, crestfallen and long-faced, chin almost drooping into his sandwich. While he was a good friend of mine, I had not become involved in his business prior to that meeting and now that things had become dire, with referrals drying up and bills to pay, Alan and I were at lunch talking about how to recover.

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Topics: Inbound marketing

Is Your Technology Startup Website Trashing Your Business?

Posted by Peter Rastello

Feb 4, 2015 6:00:00 AM

I used to say that if your technology startup website is more than 4 years old, it is definitely time for a complete rebuild. The reason for this is simple. Websites created prior to (roughly) that period are often vestiges of the '90s brochure-style web design that are the marketing kiss of death here in the new millennium.

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Topics: Inbound marketing

2015 Will Probably be Your Bust Year - But That's Up to You...

Posted by Peter Rastello

Jan 12, 2015 7:00:00 AM

I've spent the last several weeks sifting through the very predictable parade of new year's business advice and guides telling us the top 5 things to look for or behaviors to adopt or top 10 social media tips to follow and succeed and on, and on... 

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Does Your Technology Marketing ROI Depend on Top Quality Writing?

Posted by Peter Rastello

Jan 5, 2015 8:05:00 AM

We pointed out last week that there is often a correlation between the loss of your readership and the quality of your technical writing. While the article delved into what can potentially be the cause of high bounce-rate and low engagement at a low level, it didn't go into high-level planning.

What are you doing from a content strategy perspective? Do you have a plan or are you developing technical content 'when you get time'? Do you recognize the importance of structuring your efforts?

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Is Your Technical Writing Killing Your Business?

Posted by Peter Rastello

Dec 29, 2014 7:00:00 AM

Are you putting a lot of time into writing technical content on your website that no one is actually reading? This could be killing your business because you've spent a lot of time and money on it, yet no one cares. How can you find out if this is happening to you?

When you look at your website's bounce rate for the pages on your site containing technical content, do you notice something? Statistically, technical pages have a higher bounce rate than ones with lighter content, and you should know that a high bounce rate means that your visitors have simply seen enough and aren't looking for more content on your site. They 'bounce' to some other place, away from your site.

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Marketing your Startup Engineering Company - How do you do That?

Posted by Peter Rastello

Dec 8, 2014 7:00:00 AM

I know of at least six groups of people that I used to work with at large US engineering corporations who banded together, pooled their resources and bit the bullet to start their own company. In most cases, they carved out a niche market for themselves, often in an area that they had become pidgeon-holed in back in their corporate careers. 

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First Steps to Starting a New Engineering Business - A Case Study

Posted by Peter Rastello

Dec 1, 2014 8:05:08 AM

I spoke with a past colleague of mine recently who is in the process of venturing out and starting a new engineering business on his own . I know he has the skills to undertake this because he has been in the  business doing similar work for many years, and the large engineering corporation he last worked for is already sending business to his consultancy.

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Why my Marketing Director Can't Deliver ROI - it's Not my Fault

Posted by Peter Rastello

Nov 24, 2014 7:00:00 AM

We were contracted earlier this year by Barry, the CEO of a software and consulting firm serving the banking and credit union sector with annual earnings around $5M currently ranking in the inc 5000. This CEO complained (apparently dumbfounded) that his marketing director had left him for his largest competitor 8 months prior and he needed someone to fill the gap while he continued to look for a replacement which he had not had any luck doing so far. 

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10 Engineering Consulting Company Marketing Tactics that Produce ROI

Posted by Peter Rastello

Nov 20, 2014 7:00:00 AM

How well is your marketing working? As CEO, partner, or perhaps even the owner of a relatively small engineering consultancy which you started after a tour through corporate America, have you followed traditional marketing tactics such as forking out quantities of money for a small booth at a trade show, creating expensive printed material and little rubber balls stuffed with sand to hand out?

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