Technology Marketing Blog

Resources and content for small business technology brands to improve their online marketing function, generate more inbound leads, and grow their revenues.

janitorial supply company marketing case study

Passive Lead Gen For Janitorial Supply Company

By Hunter Nelson | December 30, 2019

Southern Cleaning Supply is a janitorial supply company based out of Panama City FL. They provide cleaning supplies and equipment to local businesses, nonprofits, and government organizations in Panama City and surrounding areas. Southern Cleaning Supply has been in business for over 30 years but experienced an ownership change in 2018. Shortly thereafter, new management…

auctioneer for ppc bidding

Bid on Branded Keywords

By Hunter Nelson | December 19, 2019

Why are we spending money on branded keyword searches if we’re already ranking at the top of the page? This is a good question that clients often ask when getting started with PPC and one that has a number of compelling reasons to do so. In this post we will cover why you should bid…

wasting money on marketing

This Is Why Your Marketing Sucks

By Hunter Nelson | November 16, 2019

Marketing sucks when you take a piggish outlook to investing in it, which ultimately leads to poor ROI and frustration. If you’ve ever done any reading on investing in the stock market, I’m sure you’ve heard the phrase “bulls make money, bears make money, and pigs get slaughtered”. Lately, I’ve been talking to a lot…

combating inbound spammer from forms

Combat Contact Form Spam

By Hunter Nelson | October 4, 2019

There’s nothing more frustrating than opening up your email in the morning and seeing a new contact form submission has come in off your website and realizing its just another spammer sending you a pitch. Spam, especially in the United States, has become a serious problem. You’re literally being targeted by the entire world! It…

happy marketing intern for small business

Marketing Consultant For Small Business

By Hunter Nelson | October 1, 2019

It can be a tough reality to face for some small business owners, but eventually every business is going to hit a growth ceiling where networking and referrals will no longer be enough to move the needle. Hiring a full time chief marketing officer or other senior in-house resource to launch a marketing department is…

woman jumping on trampoline illustrates bounce rate

High Bounce Rate? Digital Marketing is a Game of Inches

By Hunter Nelson | September 19, 2019

One of the first metrics people are going to look at when they start toeing the waters of web analytics is their bounce rate. If you’re just getting started on your journey to building an inbound pipeline chances are you’re suffering from high bounce rate and your trying to bring it down. In this article…

marketing budget for small business

The Ultimate Guide To Setting A Marketing Budget For IT Companies

By Hunter Nelson | August 19, 2019

Many IT companies get their start as a one-man operation and rely almost exclusively on word of mouth, referrals, and other organic offline means to get past their initial growth stages and establish a revenue stream. Once the initial founders outgrow their capacity and begin to hire employees, the need to develop a more formal…

privacy policy for small business

Why do I need a Privacy Policy?

By Hunter Nelson | July 16, 2019

Data privacy is a topic that is of growing concern to many consumers around the U.S. and you may have heard the term privacy policy a time or two in recent history but haven’t paid it much mind. If your just getting into digital marketing or are updating an existing marketing site you may be…

inbound marketing lead magnet graphic

What is Inbound Marketing?

By Hunter Nelson | June 12, 2019

Inbound marketing is the process of designing a marketing strategy that results in customers coming to you to do business. This is in stark contrast to outbound techniques which rely on you or a sales team reaching out to prospects to educate them about your services. Most business owners are familiar with outbound tactics such…

internal wordpress file structure and database

WordPress Architecture For Beginners

By Hunter Nelson | April 21, 2019

I recently gave a talk at the WP Jax Meetup group on the WordPress Architecture for Beginners. This is a group I’ve been going to for about 9 months and have helped many people with WordPress related questions. Throughout that time I’ve noticed a ton of people tend to get really overwhelmed by files and…

cryptographic hash functions

One Way Hash Functions and Data Privacy Compliance.

By Hunter Nelson | April 11, 2019

This article will discuss how a one way hash function can be used in the context of privacy compliance for regulations like the GDPR. Storing customer’s personal data is an inevitability for scaling businesses in today’s technical world. One way hash functions are a useful tool to store sensitive customer data such as passwords and…

search engine box overlay on people searching on their devices

Search Marketing, Organic or Paid For Your SaaS?

By Hunter Nelson | March 18, 2019

Nothing embodies the metaphor of the Tortoise and the Hare better than the relationship between SEM, SEO and PPC. Search engine marketing (SEM) is the practice of developing a market for search traffic to your website. Content marketing builds long term organic growth using content and is often paired with search engine optimization (SEO). Short…

Site speed is competitive advantage

Site Speed as a Competitive Advantage

By Hunter Nelson | February 18, 2019

Site speed is becoming a critical factor in the success of a marketing website. It has become the most important ranking factor for SEO, is strongly correlated to bounce rate, and is one of the most important user experience factors on mobile devices. If you want to reduce your bounce rates, increase engagement with the…

Using facebook to drive referral traffic

8 Ways to Generate Referral Traffic Using Facebook

By Tortoise and Hare Software Content Team | February 5, 2019

SaaS owners often struggle with how to convert Facebook engagement into leads and sales. In a digital sense your website is going to be your primary lead nurturing and conversion den. Certain businesses can convert directly on Facebook, but for many success on social will be dependent on generating referral traffic from Facebook to their…

Grow Your Business in the New Year

5 Ways to Grow Your Business in 2025

By Hunter Nelson | January 6, 2019

The rush of the holiday season is over and we are moving into what is typically a rest, recover, and rethink period for business owners. As consumers and businesses take a break to let their wallets recover during the early part of the year, it becomes a great time to think about 5 ways to grow your business in 2019.

Pay Per Click

Online Lead Generation with Pay Per Click Advertising (PPC)

By Hunter Nelson | December 7, 2018

Online Lead Generation There are a lot of business owners and executives out there who don’t understand the importance of online lead generation. In person networking is great way to generate leads and close new business, but it is not scalable.  While highly effective, you are essentially trading time for money and your growth is…

Integrated Digital Marketing

Integrated Digital Marketing

By Hunter Nelson | November 25, 2018

What is Integrated Digital Marketing? What’s an Appropriate Budget? Overview of Services Provided Website Design Website Development Content Marketing Search Engine Optimization Search Engine Marketing Conversion Optimization Social Media Reputation Management Graphic Design Advertising Value of Integrated Digital Marketing Approach What is Integrated Digital Marketing? Integrated digital marketing is the merging of various digital sub-disciplines…

Accuracy Principle GDPR

GDPR Principles: Accuracy

By Hunter Nelson | November 21, 2018

The accuracy principle states that controllers and processor should make reasonable efforts to ensure personal data is accurate.  They must allow citizens to challenge the accuracy of data and take steps to rectify or erase the data associated with the challenge.  Verification is sometimes needed to ensure data is accurate.  Controllers and processors should consider the impact to the individual and whether they collected the data or the user provided it when determining appropriate verification steps.  Organizations should document challenges and their responses thoroughly and in a timely manner. They should also document the thought process for determining whether personal data needs to be verified and the verification steps taken if necessary.

SAR Portal Privacy Definition

SAR Portal – Privacy Definitions

By Hunter Nelson | November 11, 2018

The GDPR and subsequent chain of privacy laws passed in countries around the world have resulted in a slough of new lingo for privacy professionals and IT professionals to learn.  One of these new terms is the SAR portal.  SAR portal stands for Subject Access Request portal.  Many of the new privacy laws grants certain rights to the citizens of their countries that allow them to make certain requests to businesses and other organizations that collect and process personal data.  The types of rights that are granted to citizens varies from country to country.  Some example requests that can be made are….

Data Minimization GDPR

GDPR Principles: Data Minimization

By Hunter Nelson | November 8, 2018

Data minimization is the concept of collecting the minimum amount of data needed to carry out the stated purpose and no more.  When conducting a data minimization evaluation you must ensure that the data collected is adequate and relevant to your stated purpose as well as limited. The onus is on the organization to document compliance with this principle.  We recommend documenting a review of this principle each time new personal data is collected or processed.  Conduct at least an annual audit of personal data that has been collected or processed to ensure that changes in the business have not impacted compliance with the data minimization principle.

Technology Marketing Blog Posts

Tortoise and Hare Software provides resources and content on our technology marketing blog to help small business technology brands build out robust inbound marketing infrastructures that drive more leads, create more revenues, and make their business more attractive when it comes time to sell.

Follow along to learn more about building high performing websites, selecting marketing technology stacks, and creating lead generation mechanisms to drive your business forward.