I realized that the way I chose to help publicize a service is a rather good model to follow in many cases. www.qualia.gr is a company that does reputation monitoring. It is a great service, heck, it is the only service that works in Greek really! (Best voice recognition in this language matched with good interface and intelligence.)
You can try and buy some Google Adwords around the topic. So, assuming someone searches for you via Google, they will find your website. Which may, or may not be the best sales pitch. That seems a rather small and ineffective net to throw into the ocean of potential customers to me.
So instead, I am using the technology to do something you couldn’t do without it. Case in point a blog about media coverage of the local elections in Greece. More particularly Thessaloníki. Because if it was too broad a topic you couldn’t explore the depth of the interactions between TV, radio, blogs, social media and the web. Is this the best way to find customers? I think so. I will be most impressed if at the end of the two month project most major and minor league politicians haven’t heard of reputation monitoring. Better still they will have understood many of it’s elements. And even better they will be familiar with the particular product and predisposed to assume that the particular company is a market leader.
We can do another project after this for marketing executives, though many have already figured out that politicians are simply products with unusual parameters most of the time. Maybe another one for an international audience. It works with Google too of course because it produces a cluster of knowledge around a particular topic. No SEO required! (Though I do optimize the content sometimes or pay attention to cross referencing from other sources to help this along.)
Good, relevant content, provided for free to a particular audience. State of the art return to simple principles!