I couldn’t resist taking this photo while walking around in Manhattan. I’ll leave the company name out of it but this was their main marketing message on the front of the building. They may want to consider revamping their positioning a bit – or maybe the marketing department.
Thank you for all of you that emailed me about the status of my site today. I appreciate you taking the time to do so. As many of you noticed the Lonely Marketer was down and out. Let’s just say it was a very bad day for my web host. They’re taking enough heat so I won’t pile on. They worked hard all day and all seems to be working fine now.
A few of you said you had thoughts and comments about my case study this morning. I’d love to hear them.
Please stop back by Brand Positioning Case Study: ibis Hotels and let me know what’s on your mind.
I can’t imagine there are a ton of readers out there still waiting on my next post since it was…uh….er…..over a couple of years ago. It seems like quite a long time since I wrote the story about my friend Jill and her Chair. That was one of the most gratifying pieces of writing I’ve done since it highlighted a good friend and an incredible corporate effort.
Well, the good vibes from that post and all the incredible people I met through blogging never left my veins and I feel like now is the perfect time to jump back in to the conversation. The site is under a bit of construction and will be taking on a new look and feel. Stay tuned and if you’re still out there….I can’t wait to reconnect.
I think it’s been almost two weeks since I’ve done a favorite blog post recap. That’s way too long! So, as you can imagine, I’ve got plenty to talk about. Let’s dig in:
- Effective Marketing on LinkedIn: The NLC group has a nice post about how businesses and individuals can market themselves on LinkedIn. I’ll admit – I’m a fan of LinkedIn and I learned a ton from this post.
- 8 Simple Rules For Social Media Marketing in Business to Business Markets: Stuntdubl has put together tips for keeping your social marketing efforts away from the company brochure.
- Google Spreadsheets Live Data: I haven’t done a big post on Google Docs, but a big user. If you’re a spreadsheet formula geek like me, you’ll love this – live data lookup! Check it out.
- Keep PPC Conversion Expectations Real: There is not a ton of information on the web that talks about what are realistic stats for PPC, but Marty Weintraub does a great job of outlining some basic expectations.
- How to Promote Your Killer Content and Pick up Links Along the Way: Great article on pushing your content for bloggers and website owners in general.
- The Seven Stages of Blogging: Anne-Marie nailed it with this post! If you’re a blogger, you absolutely need to read this post.
- Doing Keyword Research? Here Are Some Resources To Help!: Danny Sullivan has a great overview of the resources available to you for keyword research. Very valuable for SEO/SEM purposes!
- Are You Creating a Customer Experience?: Another great post outlining multimedia in advertising and how it lends to a great customer experience.
- Would a blog platform work for that?: Ever wondered if a blogging platform such as WordPress would work for building a website? I certainly have and am in the process of giving it a try! Check out Janet’s examples.
- Handling Negative Comments: Do You Have a Volunteer Fire Department?: Mike Sansone – an actual blogging coach – gives his views and tips on handling negative comments. A must read for companies utilizing social media!
Phew! I need to do these recaps more often so I don’t bombard you with too much information. But, hopefully, you can find some good info in here.
Enjoy the rest of your weekend!
I’m proud to say I contributed a chapter to this cool effort!
Okay, it may not draw the same lines as we saw for the iPhone, but I’m betting interest will be high and sales will be very good. Please note that all sales go for charity – no author makes a dime from book sales.
Roger von Oech
Tony D. Clark
Kimberly Dawn Wells
John La Grou
Dr. Graham Hill
I’ve found summer is tougher on email response than other seasons. People are breezing through their email while their mind is more captivated with outdoor activities and afternoons at the beach. But, the summer months can be a great time to build or add to your email subscriber list.
- Sponsorships: The easiest way to get access to an e-mail list is to find someone already sending to it and become a sponsor. Just make sure the landing page people hit when they click on your banner ad or link prompts them to join your e-mail list.
- Co-registration: Find an organization you like—and whose audience might also be interested in what you’re up to—and see if they’ll let you piggyback on their e-mail signup form either as a favor (if they really like you) or for a fee (if they really like you but also like making a living). There are also co-reg firms that help simplify the entire process.
- Customers: Remember that often the best way to grow your e-mail list quickly is to start with your existing customer base. Make sure your cash register, signup forms, front desk, event booth and Web site all encourage people to join your list. You’ll be pleasantly surprised at how many actually do.
To add on to what Clint says, you can also use this time of year to grow your list for a targeted campaign in the Fall or Winter. Let’s review two key SPAM laws that should be taken into consideration when using email marketing:
- The recipient must have given consent to receive information from your company
- The recipient must have done business with your company in the last two years
Here are some quick tactics you can implement right now to grow your list:
- Website Form: Make sure every page on your website has a link to a form or an actual form giving visitors the option to receive your email newsletter.
- Trade Shows: Summer is big for trade shows. If your company does trade shows, put a signup sheet in your booth and give show attendees the option to sign up. Also, make sure the people working your booth know to direct attention to the sign-up.
- Calling Campaign: Dig into your vast contact database and find customer who your company has NOT does business with in the last two years. Hand this list off to your sales team and kick-off a “re-introduction” calling campaign. As part of the call, have your sales people ask about receiving an email newsletter. A campaign such as this not only grows your subscriber list, but also might revive a few customer relationships.
Anything you might add to the list?
I’m a big believer in online marketing being used for lead generation in BtoB environments. If you’re not using e-commerce on your website, any online marketing efforts should focus on gathering information from those visitors. That can be done via click path trending, keyword analysis, lead generation, etc.
An article from BtoB magazine on lead generation got me thinking about lead generation statistics. Here’s the excerpt in which I was most interested:
The survey found that more than 50% of buyers said they provide a valid name, e-mail address, industry, job title and company name when they register; although less than 40% provide accurate phone numbers. As for e-mail addresses, in many cases marketers may harvest personal e-mail addresses rather than corporate ones (43% of users said they gave personal e-mail addresses). Respondents said they did so to better manage information rather than hide from follow-ups.
Perhaps most interesting, Lohman said, was what type of content users said they were willing to register for. White papers came out on top at 80%. Demos lagged at 38% and webcasts at 31%. That’s somewhat surprising, Lohman said, as marketers themselves ranked demos (77%) and webcasts (64%) as two types of content they most often require registration to access.
Whether your getting customers to fill out a form for podcasts, white papers, or just a call for more information, this is important data. I get quite a bit of lead forms with gmail.com or yahoo.com email address, but a correct phone number, which makes me believe these numbers are accurate. As a gatekeeper for registration forms, you need to give leads every chance to be passed on. That may mean ignoring some false looking data.
The second set of data revolves around what types of information registered for are most popular. This does not surprise me either as I think people will register and download bits of information that they can absorb on their schedule. Over time, I think downloadable webcasts and podcasts will close the gap on white papers.
What are your thoughts on lead generation and registrations?