Whether or not you are actually sending out regular eNewsletters to customers
and prospects, you should consider creating a special ‘tips’ eNewsletter
for new users and/or testers.
As it frequently does, the Avongate blog inspired me with a post that was
specific to software companies that need to convert free trial users into
paying customers. Guest blogger, Jason Cohen, CEO of Smart Bear Software,
emphasizes that you need to do something with your captured customer info,
because you will be wasting data otherwise. But, he also suggested that the
typical "thanks and hope you’re enjoying our software " was not much better
than doing nothing.
Instead, he recommends that you do a special-purpose series of three
eNewsletters that are filled with tips about how to make best use of the
product that prospects are testing.
However, you must make sure that your content i... (more)
Thanks to my co-author, Joe Pulizzi, and some helpful contributors for making
your search for the right implements a lot easier
If you are starting from scratch, it’s almost impossible to figure out what
social media and other related online tools will be genuinely useful for
marketing your business. Fortunately, Joe has taken the time to assemble
and comment on 42 of the most worthy in his blog.
You’ll find that a common thread among many of the 42 is that they involve
both inbound and/or outbound communication. In other words, they will help
you send a message to your target bu... (more)
Content Marketing Journal
While you’re enjoying the beach or a barbecue this 4th of July weekend,
take a few minutes to ponder how effective content marketing can make you
independent of the old-fashioned way of doing things.
Here’s the tasty topics menu from which to choose:
* How to create effective elevator speech to drive your content marketing
* Using content marketing to survive the recession
* Low cost research as killer weapon
* Making an eBook a core component of your content marketing strategy
* Become your customers’ online content concierge
* Why your blog is your most import... (more)
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)
Big ideas can trump big bucks. This is especially true in the new
Internet-powered world of public relations.
Savvy marketers with minimal budgets can get pervasive press coverage that
would have been impossible five or 10 years ago. Just ask Tina Haisman,
Southwest Florida PR professional, who was able to generate an astonishing
amount of TV, radio, and print coverage far beyond Florida borders.
Tina’s challenge was to help a Southwest Florida homeowner that needed to
sell his multimillion dollar mansion in a very tough real estate market.
The homeowner knew that he needed ... (more)