It’s tough out there in email marketing land as millions (billions?) of marketers compete for the attention of already harassed and harried consumers. Finding those magic words to cut through the clutter is high on the wish lists of marketers everywhere. The problem is there are no magic words!
There is, though, one very important (and often overlooked) part of the email marketing message that can make a big difference: Continue reading “Magic Words to Make Prospects Open Your Email Messages”
Rewards programs are a commonly used practice by certain types of businesses. Airlines offer frequent flyer miles, while Starbucks offers free coffee after a certain number of purchases. There are many other examples of these programs, but what does it take to really make these programs take off?
Email marketing is a big deal these days. And, while traditional direct mail marketing still has a place, the ability to engage with online consumers on an ongoing basis, through permission marketing (when they opt in to receive your email messages) represents great value to your organization. If, that is, you can keep them engaged. Continue reading “Why You’re Losing Email Subscribers”
A friend recently expressed amazement that, in the process of conducting a Google search, Google somehow magically knew what she was searching for. She deemed the experience “creepy,” and many would say the same thing. Regardless of how creepy it may or may not be, though, it’s just the tip of the iceberg of something that consumers are experiencing more and more as they navigate the online world through laptops, tablets and smart phones. Continue reading “Contextualized Content: Where Will It Go From Here?”
I’ve said it often and will continue to say it to groups I have the opportunity to engage with around marketing communications issues: “If you don’t have a web site you virtually (pun intended) don’t exist.” Think about it. Continue reading “Are You Making Your Web Site the Hub of Your Content Marketing Activities?”
As of July 1, Jeff Haden’s June 8, 2015, LinkedIn post, “7 Things Employees Wish They Could Tell Their Bosses,” had grown to about 481,000 views, more than 1,800 likes, and 307 comments. Haden, a ghostwriter and speaker, is a LinkedIn Influencer. Similar to other Influencers, his posts often go viral. Most of those who are attempting to engage with an audience online, though, struggle to generate even 100 views. What can the masses learn from online influencers, whether they are the capital “I” LinkedIn variety or from a wider array of content outlets? Continue reading “Content Marketing Best Practices From Online Influencers”
As both a consultant and someone who works with consultants to help them gain “thought leadership” status and new clients, I’ve watched the field of content marketing and content management grow exponentially over the past few years. Content marketing doesn’t show any signs of diminishing soon. Although, I do believe there will be a corresponding resurgence in the need for “gatekeepers” and “curators” to help both B2B and B2C consumers wade through the proliferation of messages that exist today. The field is becoming more and more populated by not-so-useful content, much of low quality and dubious accuracy.
Still, for myself and the clients we work with, we’re finding that a strategic combination of quality communication to key audiences, delivered across a wide range of channels (traditional and digital) can be a very cost effective way to build business. Continue reading “Your Best Bet for Establishing Yourself as a Thought Leader? Content Marketing. Here’s How!”
Top executives at successful manufacturing companies will tell you that even if you have the world’s greatest product, your business will struggle if you don’t have a great distribution strategy. The same is true for online content. Often, content providers and marketers focus too much on the message and not enough on the delivery of the message. It’s like coming up with a great idea, but not sharing that idea with anyone.
Jayson DeMers discusses this common shortcoming in an article for Harvard Business Review called “Why No One’s Reading Your Marketing Content.” As DeMers says, “Having a smart distribution model is just as important as developing good content in the first place – it’s how you bring in more business.” Continue reading “Interested in Content Marketing? What’s Your Strategy?”
There has, perhaps, never been a time when the old saying “content is king” was more true than it is today. Why? Because the concept of “content marketing” is taking the world by storm. Marketers have embraced the opportunity to share content with their audiences through a variety of channels including websites, blog posts, social media whitepapers and more.
The big challenge: Continuing to create content that will connect with an audience and connect them to some action–even if that action is simply feeling favorably about an organization and its products or services or considering someone a “thought leader.” Continue reading “Content Curation – Getting it Right”
In a recent blog post by Peter Sims in the Harvard Business Review titled “Tips for Cold Emailing Intimidatingly Powerful People,” Sims discusses tips and strategies for “cold-emailing” the big shots and captains of industry we all want to know. When it comes to marketing efforts, defining a list of individuals you want to get your message to and shooting them a personal email is about as targeted as it gets, so knowing how to effectively reach out to leaders, influencers and big spenders in your industry is a great arrow to have in your quiver. Continue reading “Connecting, Via Email, With Powerful People”
