M & A Rainmaker

I have recently been using Hubspot’s Marketing Grader to assess how well some of my clients Internet Marketing efforts are working. It is a fantastic tool and looks at not only a company’s website effectiveness but also the supporting Internet ecosystem.

A tool like HubSpot Marketing Grader is vital when trying to work out how easily a person or companies website is being found on the major search engines for relevant search terms and also how well visitors to that website are being converted into prospects and customers.

HubSpot has always looked at Internet Marketing in simple terms: How well are you found ? How effectively do you convert ? What are the statistics that support that process and how can they be improved ?

What I find so often is that people don’t understand what a website is there for. It is there as part of your overall marketing efforts to create leads and convert them to orders.

As a salesperson I completely identify with this view of the world and I say to people ” Treat your website like another salesperson or sales team ” and look at it’s effectiveness in the same way that you would look at the effectiveness of your sales team.

If, as I have done, you were running a salesforce ( in a fairly advanced way ) you would measure things like Activity, Skill and Knowledge and collect information like “How many prospects they have ? ”  “How many proposals they have written ? ” and other data that would give you some indication of the effectiveness of your investment into a salesperson or salesforce.

It is somewhat interesting that HubSpot eschews some of the “old ways ” of prospecting and selling ( broadly lumped into Push Selling or Marketing or Outbound Selling/Marketing e.g. telemarketing, mailshotting etc etc ) whilst utilising many of the same methods of analysing the effectiveness of the ” Pull ” or ” Inbound Marketing ” approach.

Internet Marketing is not just about an effective website it is also about traffic being driven to that website from blogsites and social media and about the effectiveness of e.g. your Facebook campaigns and presence in their own right.

HubSpot’s Marketing Grader gives you a comprehensive checklist to work through but you do have to understand the overall strategy.

Get your Internet Marketing Grade here:

http://marketing.grader.com/

If you need help understanding what to do please contact me.

Here are a couple of links to videos about Marketing Grader

http://www.youtube.com/watch?v=rj80vTmJp4Q

http://www.youtube.com/watch?v=IlAA18xjKE0

I recently watched the Twylah video referred to in Jim Connolly’s Marketing Blog here:

http://jimsmarketingblog.com/2011/05/30/get-everybody-talking-about-you-with-this-1-simple-idea/

( See also the video at the end of this blog for more about Twylah )

and aside from what Jim had said and the fact that I agreed with him that Twylah had a great story there were a couple of things that resonated with me:

Internet Monetisation

I noted that Eric Kim, the co-founder of Twylah had been involved in Internet Monetisation ( that’s like ” Show me the money ” in amongst all this Internet stuff ! ) for around 11 years and that he had founded Twylah because there was no obvious monetisation strategy emerging for Twitter. I also noted that he carried around in his head an ” Internet Monetisation Hierarchy ” ( I was going to call it a Pyramid but Pyramids have such bad press in recent years ! ) which went something like – an email address has the highest monetary value ( he actually put a value on a 1000 email addresses being emailed as ranging between $5 and $100 ) and then said that email has a higher value than e.g. a Facebook ” like ” which in turn has a higher value than a Twitter ” follow “.

He said that ” email is STILL the number one mechanism for communicating. People check their email first ( typically ) before checking social media “. A point which I will come back to.

I am sure that Eric has a whole load more ” valuations ” in his head and they range from the obvious like ” the number of visitors to your website ”  and ” the number of transactions through your website and the value of those transactions ” to the less obvious like ” the number of favourites and retweets  on Twitter “.  Everything has a ( micro ? ) value.

Recently I have been using HubSpot’s ( Internet ) Marketing Grader to see how well some companies Internet Marketing ” System ” is working. Since HubSpot is basically trying to see how easily you get found on the Internet, how well you convert visitors into ” leads ” ( which might mean getting their email address and permission to email ) and how well the being found and converting process works it is broadly speaking helping to measure the ” value ” of your Internet Marketing system.

It looks at your website, your blogs and your social networks and how one element provides support to the other elements.

Included within the HubSpot Marketing Grade is your Klout Score  ( arguably, a valuation of your Internet presence ) and offers you incentives based on your Klout score e.g. a £50 credit to AirBnB .

Twylah is another piece of the Internet Marketing ecosystem jigsaw – automatically converting your Tweets to what looks something like a blog page ( Mine is here ) and also analysing the effectiveness of your Tweets in achieving micro-value via follows, favourites, retweets etc etc.

2 of HubSpot’s favourite elements are ( or can be )  included within a Twylah page – an email sign up and/or another ” Call to Action ” ( e.g. Click here and buy and download  Lady GaGa’s latest single ).

The Importance of email

As Eric says ( and many people agree with him ) email is still very important.

This blog

Email Marketing is down but not out !

is spot-on. There are challenges with email marketing but it is probably the highest value item that you can attain and therefore it is your OBJECTIVE to get it !!

Platforms

I am constantly reminded of the value of ” platform websites ” . This blog is on WordPress which is becoming hugely powerful. ( It has an Alexa ranking of 18th in the world ).  N.B. HubSpot’s Alexa ranking is 691 and Twylah’s 14,504.

Ecademy.com ( Alexa 9,377 ) was one of the first sites where I noticed the effect of ” Platform Power ” some 10 years ago.

Content posted on these websites becomes very visible to search engines like Google and ranks highly. ( I highly recommend WordPress and HubSpot based websites !! ) Over time Twylah will also become very powerful ( it’s Alexa ranking grew 35% over the last 3 months ).

So, in summary keep in mind platforms and the Monetisation Hierarchy and keep trying to get those email addresses and use them !!

Another great video about Twylah  below

http://foundville.com/2012/01/09/twylah-interview/

If you live in the Lichfield, Staffordshire area and are interested in learning more about Internet Marketing Strategy and Strategies then please feel free to contact me via this website or one of the Social Networks listed below. ( You can Google me for more ).

One of the objectives of Internet Marketing is to be found for relevant e.g. Google searches like ” Internet Marketing Strategy ” . If you are reading this then you found it during some search or other for something like the phrase I have mentioned. I did not pay to be listed in a Directory or to have an advert on Google ( Top results or right hand side results ). I simply wrote about this subject.

I have been an Information Technology professional since leaving the Navy in the 80’s and have experience of sales, marketing and business strategy.

Terry Herbert with some of the Saxon Hoard.

Internet Marketing has been a passion of mine for the last 10 years or so since I realised just how many people were using search engines like Google to find information, products and services.

I came to the conclusion many years ago that we tend to lag 6-12 months behind what the U.S. is doing ( although not everything is invented in the U.S.  !! ) and so I have deliberately made and developed contacts in the U.S. so that I could keep up to date with the real cutting edge of Internet Marketing. So, for example I was a beta member of Google + which grew out of the West coast of the U.S. This means that I feel connected to Silicon Valley even though I have not lived there ( I have visited on a couple of occasions ). I guess I am missing out on some of the Silicon Valley action but I love Lichfield and Staffordshire.

Other companies which typify what I regard as the leading edge in global Internet Marketing include Boston based  HubSpot and more recently San Francisco based Twylah.

There are a number of Marketing and Internet Marketing posts on this blogsite that might help you ( Try searching for Marketing Newsletters as a start ) and I am very happy to discuss specific thoughts, issues and challenges directly.

UPDATE: I am now a Digital Marketing Mentor with the Six Figure Mentors if you would like to find out how to get visitors, traffic, leads, orders and cash from your website please click >>>>>>>> HERE <<<<<<<<<

Social Network Links

https://plus.google.com/100770362378770488768/posts

https://www.facebook.com/chris.windley

https://twitter.com/#!/cwindley

http://www.twylah.com/cwindley

http://www.linkedin.com/in/chriswindley

Well I do – but then again I don’t – according to the applications that tell you who has the most Twitter followers in e.g. Lichfield or Birmingham or London or the World  –  like Twitter Elite

http://tweet.grader.com/location/?Location=lichfield%2Cstaffs%2CUK

and Twitaholic

http://twitaholic.com/top100/followers/bylocation/Lichfield,+Staffordshire,+West/

I do, in that if you look here

http://tweet.grader.com/@cwindley

I have a Tweet Grade of 97.4 and ( currently ) 2,278 followers but I don’t appear on the list ( at the time of writing ) produced by Tweet Grader in the first link that I detailed above.  Philip John has that honour currently. (  philipjohn )

Out of interest the person who has the most followers in Birmingham

http://tweet.grader.com/location/?Location=birmingham%2CUK

is an 18 year old Economics student called Aluna Sagita Gutawa with over 1.1 Million followers !!!! ( How ?? Why ?? )

Philip and I have never met ( to my knowledge ) but he and I do have a common interest in WordPress blogs it seems. ( Where I am writing this ).

Does it matter ????

Well actually the number of followers ( like e.g. the number of Facebook likes or the number of email addresses ) does actually have a monetary value, small though it may be. ( For example I recently heard the co-founder of U.S. based start-up Twylah talk about a dollar value for the number of email addresses something was emailed to ).

What does matter is visibility on the Internet and being found on the Internet via search engines like Google.

Tweets are also being turned into website pages that can attract ” traffic ” ( visitors and users ) and rank on Google. Here is my Twylah page for example:

http://www.twylah.com/cwindley

( Twylah is in beta at the moment so you have to request a Twylah page )

If you don’t think being a Tweep is very interesting then you might find being a ” Twyp ” of more value 😉

You might not think very much of Lady GaGa either but she is a ” Twyp ”

http://www.twylah.com/ladygaga

along with a whole host of other celebrities

http://www.twylah.com/featured.

GaGa’s ephemeral Tweets have been turned into a much longer lasting web page ( with the invitation to download her music ).

Translated into something that might interest the average Lichfieldian ?? well it’s another way of getting ( global ) visibility for your Lichfield based business.

Connecting with and communicating with people is important and so is being found.

When I researched what advice and guidance was being offered in Birmingham in respect of Internet Marketing Strategy I realised that it was sadly lacking in all respects. It was massively outdated when compared with the views of the worlds leading Internet Marketers who I spoke to on a regular basis. My experience in the high technology world over the last 20 odd years has taught me that to be up to date you HAVE to be aware of what is going on in the U.S. ( Note that most of the major influencers in the Internet and High Technology world – Google, Apple, Facebook, Amazon, eBay etc etc – have come from the U.S. ).

However not only was it outdated but it was over complicated ( probably because those people who were talking about Internet Marketing Strategies did not actually understand what was going on ) and not put in terms that could easily be understood by the senior management of Birmingham based business’s.

How difficult can it be to understand that building a website that cannot be found on the Internet ( for the things that you want it to be found for ) is a total waste of time and money ??

Is it really that hard to come to the conclusion that you need to understand what is happening to your existing website ( how often it is found; what people do when they find it etc etc ) so that you can judge whether the time, effort and money spent on Internet Marketing is actually producing a return ??

Whilst there are a lot of technical elements involved you don’t want to talk ” technically ” as a senior manager of a Birmingham based business you want to talk in simple, strategic terms about how you can drive the business forward.

I produced a series of  ” Letters from Marketing ” for some of the senior management of the companies that I was helping

http://mandarainmaker.com/wordpress/2011/06/22/letter-from-marketing-no-1/

but have become convinced that Birmingham based businesses need more, up to date information and guidance on this topic of Internet Marketing Strategy and so I will be looking at additional ways of getting the message across in the near future.

LMS Capital plc capitulated to the Rayne Concert Party demand to keep Robert Rayne on the Board of Directors and Head the ” Special Committee ”  tasked with winding down LMS Capital’s investments including 365itservices .co.uk with the following announcement:

25 November 2011

LMS CAPITAL PLC

BOARD CHANGES AND GENERAL MEETING

LMS Capital plc (“LMS” or the “Company”) announces that its board of directors (the “Board”) has

agreed a process  to reconstitute the Board.  This process, which is intended to ensure that  the

Company has an independent Board in place to oversee its wind-down in the best interests of all

shareholders, and to reflect good corporate governance, has been established with the Concert Party

described in the Company’s circular to shareholders dated 7 November 2011.

A Committee of the Board (the  “Special Committee”) will be appointed to manage the reconstitution

and will comprise Richard Christou, Robert Rayne and Mark Sebba. Mark Sebba will chair the Special

Committee.

The Special Committee will effect the search for two new independent non-executive directors with

the assistance of search consultants.

Upon the appointment of the two new directors, John Barnsley and David Verey will stand down from

the Board, and Robert Rayne will stand down as Chairman but remain on the Board. Richard Christou

will replace Robert Rayne as Chairman.

On the basis of these arrangements and the Board’s support of Robert Rayne, the Concert Party has

withdrawn its request that shareholders be  asked whether they agree that he remain on the Board.

Accordingly, the third resolution relating to Robert Rayne set out in the Company’s circular of 7

November 2011 will not be considered at the general meeting convened for 11.00 a.m. on 30

November 2011 and shareholders will only be asked to vote in relation to the two resolutions to

approve the Company’s proposed wind-down strategy. The Board is unanimously recommending that

shareholders vote in favour of this strategy.

Enquiries

Quayle Munro: 020 7907 4200

Colin La Fontaine Jackson/Andrew Tuckey

Matrix Corporate Capital LLP

This really seals the fate of 365 ITMS Limited  and 365it services.co.uk which will now be broken up and sold as soon as practicable.

LMS CAPITAL PLC

Shareholders General Meeting – Poll Results

On 30 November 2011, LMS Capital plc held the Shareholders General Meeting requisitioned by the Rayne Concert Party. The results of the voting by poll on the resolutions

put to the meeting are listed below. All resolutions were passed by the required majority.

Resolution

For* Against* Withheld**

Votes % Votes % Votes

1. Approve the new investment policy 242,375,643 97.79 5,474,039 2.21 50,206

2. Approve the orderly winding down of the Company 226,548,610 91.39 21,334,453 8.61 65,702

* The ‘For’ and ‘Against’ votes include those votes giving the Company Secretary discretion.

** The votes ‘Withheld’ are not counted towards the votes cast at the General Meeting

Resolution 3, as originally included in the Notice of General Meeting dated 7 November 2011, was withdrawn by the Rayne Concert Party on 25 November

2011 and was therefore not put to the vote at the Meeting.

The Company’s issued share capital, as at 30 November 2011, is 272,674,285 ordinary shares of 10p each.

365it services.co.uk

Peter MacLean, who sometimes refers to himself as a Director and other times as a Non-executive Chairman of 365iT plc, has called a General Meeting for Ordinary Shareholders on the 12th December 2011 at 10.00 in the company’s offices’s at 4 Cartel Business Centre, Stroudley Road, Basingstoke, Hampshire, RG24 8FW.

This is to change the name of 365iT plc to Fox IT Holding plc and to re-register as a limited company.

Now, 365iT and Impera plc shareholders must be asking themselves how it is that they are invited to discuss and approve a change of name and company status but they didn’t get to vote on the sale of most of the companies that 365iT plc owned to LMS Capital; didn’t get to vote on who got their loan notes paid off and who didn’t and also didn’t get to vote on the fact that the name of the company would need to be changed to keep LMS Capital happy.

They were also not informed that these companies were being sold to LMS Capital at a time when approximately 37% of the shareholders ( known as the Raynes Party ) were asking that no further investments be made and the company split up. ( There will be a blog on what has happened at LMS Capital shortly ).

We can assume that MacLean thinks that he was acting within company law, the articles of association etc etc when he made all these decisions. Time will tell about that.

One of the good things about this General Meeting is that it gives oridinary shareholders the opportunity to meet one another and to discuss the recent events orchestrated by MacLean.

Business Health Warning !!

My advice to you for the future is:

Don’t invest in any company run by Peter MacLean.

Don’t sell your company to any company that MacLean is involved in.

The other ” Directors ” ( albeit non-executive ) of 365iT plc at the moment are Derek King ( also a Director of North West Equity and South East Growth Fund Managers Limited ) and Pieter Hooft ( also a Director of 365 ITMS Limited and others ). Presumably Mr Gourlay of Sussex Place  ( and others ) has resigned ??

Presumably Hooft was the contact at LMS Capital that was agreeing to buy the 365iT companies that were sold whilst LMS Capital itself was being asked to stop investing and split itself up and sell each company. ( In fact this is now the agreed strategy for LMS Capital – no further investments and a split up asap ).

More as we get it ……

LMS Capital has announced a General Meeting on the 30 November 2011 that will seal the fate of the newly formed 365 ITMS.

It looks like Robert Rayne has been thrown an olive branch and will be asked to stay on as  a Director of the company but who would believe a Board that knew that ( many of ) it’s shareholders wanted to dispose of companies within it’s portfolio but actually spent more funding the acquisition of the companies in 365 ITMS from 365iT plc ( formerly Impera plc ) ???

So you have part of LMS Capital talking to Robert Rayne and his team and another part of LMS Capital agreeing to fund another acquisition at the same time ??

It does not bode well for the future.

Clearly 365 ITMS is a company that is going to be broken up and the only question is when. So this is definately not a company that customers want to partner with on a long term basis.

Items 2, i to iv , are supposed to appease Robert Rayne and his fellow shareholders but with no timescales committed to are basically worthless whilst Item v allows the Board to continue spending money on existing investments.

At the end of the day, with around 37% of the shareholding, Robert Rayne will be sat in Board meetings powerless to do anything significant to speed up the disposal plans. It’s likely to be a very frustrating time for him.

However, as the Board are recommending that shareholders vote AGAINST the resolution to allow Robert Rayne to stay on the Board he may not have to suffer this frustration !!

LMS Capital Announcement.

London, 7 November 2011: LMS Capital plc (“LMS Capital” or the “Company”) announces that, following earlier announcements, a shareholder circular (the “Circular”) with resolutions to be voted on at the Company’s forthcoming General Meeting has today been filed with the UKLA and posted to shareholders.

In summary, the resolutions to be proposed are:

1. That a revised investment policy with the objective of conducting an orderly realisation of the assets of the Company be effected in a manner that seeks to achieve a balance between an efficient return of cash to shareholders and maximising the value of the Company’s investments.

2. That:

(i) the Company distribute surplus cash periodically to shareholders in a tax efficient manner with due regard to shareholders’ tax circumstances;

(ii) the Company manage its affairs such that existing capital commitments are ultimately eliminated;

(iii) the Company pursue a policy of asset realisation with a view to returning capital to members over as short a time period as practicable, having due regard to the maximisation of shareholder value;

(iv) the Company refrain from committing capital to any new investments; and

(v) the Board have discretion to make additional investments in existing assets in order to protect shareholder value.

3. That Robert Rayne remain on the Board as a director of the Company.

Further details of the resolutions are set out in the Circular, together with the background to and reasons for the general meeting of the Company to be held on 30 November 2011. The Circular also sets out the recommendations of the Board that shareholders vote IN FAVOUR of the first and second resolutions and AGAINST the third resolution to be proposed at the General Meeting.

The General Meeting of the Company will be held at One Vine Street, London, W1J 0AH at 11.00a.m. on 30 November 2011.

You may be thinking that you are talking to that famous pop star that you adore or reading his or her pearls of wisdom but the likelihood is that you are talking to or hearing from a trusted stand-in.

As the use and importance of social media communication grows so will the number of people and businesses that have to make a decision as to whether they spend the time personally communicating or whether they outsource this responsibility to someone that they can trust. ( That’s twice I have said the ” trust ” word in so many sentences ! ).

As this blog post says

http://socialmediatoday.com/alexisbonari/283796/pros-and-cons-using-alias-your-online-persona

people have been using pseudonyms for hundreds of years. Personally I have no problem with people ghosting, aliasing or using pseudonyms and it is naive to think that this does not happen.

People and businesses are rapidly arriving at this decision point for many reasons:

– Social media membership and participation is now regarded as a necessary way of communicating for individuals and businesses wishing to promote themselves and interact with their customers, potential customers ( prospects ) and supporters.

– It is becoming more and more important for individuals and businesses to continuously generate content ( new pages, articles and posts ) for their websites, blogs and social media pages.   Not only is this a task that is time consuming it also requires writing and Search Engine Optimisation ( S,E.O. ) skills. The content has to be relevant to be effective.

– Many individuals and businesses do NOT have the skills or the time to communicate effectively using websites, blogs and social media.

When you make the decision to outsource ( i.e. to employ a ghost writer or alias ) it is very hard to find the right person to represent you or your business.

It is also very hard to be the person that is doing the ghosting or aliasing.

It is especially difficult because to do the job effectively you have to be trusted completely or it will not work.

You have to understand enough about that person or business to represent them effectively and to act and respond, pretty well, as they would.

Website pages are typically written by the internal or external website specialists and usually they are approved by the person or business representatives before posting.

Blog posts may also be treated the same way although excessive approval process’s may affect the spontaneity of these blog posts. Also blog posts may get comments which need to be responded to in a reasonable timeframe and in an appropriate manner.

Social Media posts are potentially much more interactive than website updates or blog posts. I say potentially because a lot of social media posts are not commented on or require a response.  However when you do get a comment or response then they MUST be responded to in a timely and appropriate manner.

With responses to blog comments and social media comments and questions the way that you respond is crucial. These are LEADS for the person or business that is being represented. They may be opportunities to build the follower base or they may be comments about the person or business or they could be actual expressions of interest in the person or businesses products or services.

Every comment needs to be nurtured as far as it can be. By this I mean that opportunities can only be taken so far or there is a danger that you turn a potential supporter or customer into a person that is unhappy with the person or company being represented.

The importance and value of the people who alias or ghost for other people or companies should now be clearer.

It is also a hugely difficult task because many people and business owners do not understand what they have to do and what information they need to provide to allow the ghost or alias to be successful. For example people and businesses ideally need to share business strategy and objectives and also keep their representatives up to date with events, case studies, supplier initiatives and things that interest them.

The recent launch of 365 ITMS’s website ( and limited company ) takes me back to the blogs that I did a while ago on the Boiler room scammers. ( I will try and remember to put some links to these articles about share fraud and boiler rooms at the bottom of this article.)

The old company, 365iT plc, never had much idea about Internet marketing ( which always made me wonder how much the company really understood about what was going on in the modern world of high technology ). I think it was a case of the old boys network that had really got – well – one foot in the grave ??

What’s the best we can say about this launch of a new company and website/Internet presence ??

Well – they have a website and they did some press releases. This is actually about the sum total of the Internet repetoire of 365iT’s and 365 ITMS’s Internet marketing team.

Oh – and if you “view source” there’s a few ( hopefully ) relevant keywords in the tags and titles.

If you remember the share fraud scammers blogs then this is about what they did – create a relevant website, makes sure that it’s got the right content and relevant titles and tags and then stick a press release out to ( mostly ) free press release sites that syndicate to others.

If you are a bit of a blagger then you can say to your client – there you go – a fully SEO’d website with full traditional ( if you send it to the
” traditional ” media ) and internet media PR.

What’s the fundamental problem here ??

Well a new website has no ” authority “. It is new to Google ( if it has been submitted that is ) and has relatively low amounts of relevant content. It will not have backlinks. Getting it to attain ” authority ” is going to take time and effort.

The Internet Press Release sites are typically SEO friendly and since PR sites are always getting new content they will probably get Google’s attention. Of course they are filled up with content that is not necessarily relevant to you and over time most of these Press Releases will fade in their authority.

If we  Google ” Web Design Basingstoke ” then we begin to see the problem.

Actually the real problem is this:

Marketing has moved on light years from the old traditional ways and Internet Marketing has really got a bit beyond ” brochure websites ” ! If the only social media site that you understand is Linkedin then ( much though I love Linkedin ) you are really in trouble.

Arguably the failure of 365iT plc has a lot to do with the failure to understand the shift in buyer mentality and the way that customers find you ( particularly using the Internet ).

One of the great lessons to understand is the use of what I call ” Internet platforms ” – more on this in a later article – but WordPress is one of them.