Is business blogging dead? Not likely. But your own blog may be on life support if you aren't keeping content fresh and relevant. Here are some tips to keep your blog off of the endangered list...
Is business blogging dead? Not likely. But your own blog may be on life support if you aren't keeping content fresh and relevant. Here are some tips to keep your blog off of the endangered list...
Posted at 12:43 PM in Blog Local, Direct Marketing, Take Brand Action, Weblogs | Permalink | Comments (0) | TrackBack (0)
Blogs now clog the World Wide Web. According to Wikipedia, "In May 2007, blog search engine Technorati was tracking more than 71 million blogs." Chances are your neighbor blogs, your coworker blogs and even your dog probably blogs.
So why should you consider starting a blog for your small business or local non-profit organization?
Because targeted tightly and written well, a blog can provide a strategic and effective way for you to dialogue with your customers (call it a "dia-blog"), while building awareness of and interest in your product or services.
Here's the other reason for starting your local blog: While it can be a complex endeavor to keep your Web site stocked with fresh content, there are a variety of easy-to-use blog publishing tools available, many at a low or no cost.
If you already have a Web site, your regularly updated blog can give your Web visitors a reason to keep coming back. And if you've been too busy to get on the Web, a blog provides an easy, low-cost entry to the Internet for your business.
Here are three keys to success for your local blog:
So don't think about starting a blog to reach the wide world of the Web. Instead, blog local to reach your best customers and more like them.
Stay tuned for more information about developing your friendly neighborhood blog, including how to make sure people read what you blog. In the meantime, contact me if I can help you get your blog launched or assist you with any other communication projects.
Posted at 01:37 PM in Blog Local, Direct Marketing, Take Brand Action | Permalink | Comments (0) | TrackBack (0)
1. Keep it simple. Your customers should be able to tell in one quick read how the offer will benefit them. Before you drop that first piece of mail, read your offer and ask others to read it too. Is the benefit clear? If not, rewrite your offer before you launch your campaign.
2. Set an expiration date to create a sense of urgency. Even your best customers procrastinate. Prompt them by clearly stating when your offer will expire. "One week only," or "Offer expires July 15." are examples of expiration statements.
One client clearly stated on his post card invitation to a sales event that the first 200 people to attend would receive a free clock-calculator. He combined a benefit with an expiration date and attracted more than 350 people to his event in the first hour!
Or, combine your expiration notice with a price benefit to have a big-time sales impact. For example, "Buy before December 1 and save $45!"
3. Track and measure. If you go to market with multiple offers and want to test what works best, be sure to include a unique tracking code, response phone number or e-mail for each offer.
Typically, try to test no more than three different offers at one time so that you can get a true idea of what works best. And remember, the market changes quickly. What tested well today may be a dud tomorrow. Make testing a part of your ongoing direct marketing plan.
Posted at 10:07 AM in Direct Marketing | Permalink | Comments (0) | TrackBack (0)
Small business owners or nonprofit marketers will often complain that they don't have the time or funding to conduct market research. But there are some small, practical steps you can take to help you learn volumes about your marketing and your competitors' efforts.
For example: Follow these four steps to conduct a grassroots direct mail audit.
This low-cost, high-impact exercise can help you evaluate your message in the marketplace, its competition and what type of direct media just might be cutting through the clutter.
Posted at 09:23 AM in Direct Marketing | Permalink | Comments (0) | TrackBack (0)
"I need to send a postcard."
Clients often start a conversation with this statement.
It might be a postcard, a brochure, a calendar, or a letter. The key point is they feel the need to mail something.
But look what's missing from this request:
Instead of immediately scratching their itch to send mail or frustrating them with the full series of questions listed above, I'll often ask one simple question:
"When was the last time a postcard moved you to action?"
This can often be a real conversation stopper. But here's the point: Consider how much direct mail you toss, ignore or don't even realize you receive in the course of a month. Is there an exception to this mess? What distinguishes the one bright and shining postcard from the rest of the muck?
Chances are it's:
So you need to mail a postcard?
Before you lick that first stamp, consider how your direct mail will move your audience to act?
Posted at 09:15 AM in Direct Marketing | Permalink | Comments (0) | TrackBack (0)