The SIP Print Story: Using Innovative Design Elements and Thought
Leadership to Rank the "Call Recording" Online Community at the Top
of Search Engines
By Anna Ritchie
SIP Print (News - Alert) has been sponsoring the “Call Recording” Online Community since
March, 2009. Recently, the site went through a re-design to optimize the visual appearance of,
and content on, the site. This article highlights how SIP Print maintains their Online Community,
and outlines how they are able to use the Online Community to position SIP Print as an industry
leader and keep ranking at the top of major search engines week after week.
The Choice to Build an Online Community – and Not Use Pay-Per-Click
SIP Print and TMC (News - Alert) have a long-standing relationship and both utilize each other’s
products and services to benefit their respective businesses. When they needed marketing
support, SIP Print reached out to TMC and learned about the Community program. Jonathan
Fuld, CTO, describes that once they understood the concept of an Online Community, they
“wanted it up now” because they would be able to own the news about their industry segment.
They viewed this as crucial because “if you can manage the media and the news, then you win
while also promoting your products and services.” They chose to sponsor the Call Recording
Online Community as opposed to using pay-per-click campaigns because, according to Fuld,
“people who need what we sell aren’t going to pay per click. They are going to go to who ranks
the highest on Google (News - Alert) and Bing.”
SIP Print was focused on using the Online Community to position them as industry leaders in
the Call Recording market, and be the one-stop resource for all related industry content and
knowledge. Their focus was on quality content and innovative design elements, of which they
played a large factor in developing.
SIP Print’s Innovative Imprint
SIP Print took a very “hands-on” approach with developing their Community, often providing
input and suggestions to the TMCnet design team for elements they wanted included on the
site. One element they were pleased with was a video they launched with the SIP Print Web
Hostess, welcoming visitors to the site. They found this site element increased viewer staying
time because of its uniqueness. The site also houses other multimedia content such as Podcasts
and Videos. During the development and re-design processes, SIP Print appreciated having the
opportunity to think of creative ideas for their site, which the TMC team was able to turn into
actual site elements. And, the site is always improving, as CTO Fuld contributes many new ideas
for the design team to implement on a regular basis.
Tips and Best Practices for a Successful Online Community
SIP Print found that their interactive, multimedia elements work well on their site, particularly
the videos and testimonial page “where people can read testimonials, but also listen to an
actual call that was recorded.” CEO Don Palmer (News - Alert) states: “We’ve done so much
with our [TMC] team to put new things up. We use the site as a way to launch new brands and
what we describe, TMC can translate and put into action.” SIP Print has learned that as
Community sponsors, they need to be flexible because there is no “cut and dry” solution for
success; it’s all about continuous improvement and innovation. They also prefer a broad range
of industry-related content on their Community, and “don’t have a problem about promoting
news about competitors [because they] own a trusted news source.” SIP Print also learned that
keeping content fresh is key, and easy to do with constant news and press releases from their
TMC editorial team, stating that “if you don’t keep [the site] fresh, it gets old very quickly.” For
the future, they plan to incorporate more multimedia pieces on the site, such as weekly brief
video clips shot directly by the CEO to share what he believes are the industry-related topics
most relevant to Community visitors at that time.
Measuring Success
The Call Recording Community ranks on the first page of Google and Bing, typically in the first
or second slot. As SIP Print CEO Palmer states, “I’m number 1 on Google and Bing. Information
is power, and TMC is informing the rest of the world about our company.” The site receives, on
average, 100,000 page views per month, and SIP Print has estimated the ROI of their site at
between $30k-$150k. They claim they receive a great benefit by sponsoring the Community,
stating “where else can you get this kind of response for the investment you’re making?”
To discuss how to implement the methods outlined in this article on your own TMCnet
Community site, please contact a member of your dedicated TMCnet team.
About SIP Print
SIP Print is a Southern California -based software development company that builds
communications solutions for business and institutions of all sizes. Their products are delivered
as turn-key appliances to ensure product integrity, ease-of-installation and maximum
performance. SIP Print focuses on Voice-over-IP solutions and the Internet protocols (like SIP)
that make multi-vendor environments work so well. To learn more, visit them online.
About TMCnet Online Communities
TMCnet Online Communities are news-generated, content-rich portals that position your
company as the leading “go-to resource” for your industry group. TMC has been building Online
Communities for over 10 years, and continues to be the market leader at developing these
successful communities for our customers. To learn more about the TMCnet Online
Community program, please contact Anna Ritchie [email protected] or call 203-852-6800 x
107. You can also visit us online at http://www.tmcnet.com/community/Default.aspx