Keep in touch with your clients, part deux

November 30, 2007

Here are the rest of our tips for keeping in touch with e-newsletters:

4. Make it interactive
Take advantage of the interactive and personal nature of email newsletters by starting a conversation with your customer. Keep you goals in mind. What do you want your reader to do? Provide info? Respond to an offer? Fill out a survey? Make sure you include a call to action.

Links and resources: For a good list of email tactics, visit MarketingSherpa.

5. Track results and evaluate
Once your newsletter is sent, you can track open rates and “click throughs” to evaluate your campaign. Use this info to improve your next newsletter.

Links and resources: Most email newsletter vendors, such as Vertical Response, offer extensive reporting and tracking tools. To learn the lingo, Azavar provides definitions of various email marketing analytics.

Additional Tips & Tactics:

• Make your privacy policy clear. Never rent or sell your list.
• Offer your readers both HTML and text version of the newsletter.
• Avoid sending your e-newsletter on or near holidays.
• At the risk of stating the obvious, link to your Web site!
• Make it easy to subscribe… and unsubscribe.

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | Leave a Comment

Generating Publicity for Your Business

November 29, 2007

Generating positive press coverage should be a goal for any business. Publicity is an effective marketing tool that creates awareness and drives sales. Three key benefits of good public relations are:

1. It’s generally less expensive than advertising.
2. Since it usually comes from a third party, it’s credible.
3. It can greatly enhance your company’s reputation

A few tips to keep in mind:

• When you send a press release, make sure it’s newsworthy!
• Consider your target audience. Think like an editor or a TV news director.
• Stand out from the crowd by sending something different and creative with your release — but make sure that whatever you send is relevant.
• Create a “halo effect” by tying into local charities and community events.
• Maximize the Internet. Send e-newsletters, e-zines or start your own “expert” blog.
• Follow up with the media after you’ve sent your release. Be persistent without being a pest.

Posted by Online Video Guy | Filed Under Blog, Marketing & PR | Leave a Comment

Keep in touch with your clients

November 29, 2007

An electronic newsletter delivered by email is a great way to connect with your customers, share information and deliver news, usually for a fraction of the cost of traditional direct mail. While many factors affect an e-newsletter’s effectiveness, your newsletters must be:

1. Timely — don’t send a newsletter unless you have news
2. Relevant — recipients are much more likely to open and read your newsletter if the content is valuable to them
3. Concise — e-newsletters should be brief and focused

Here are a few tips for keeping in touch:

1. Select an e-newsletter service supplier
Several e-newsletter vendors make creating your newsletter quick and painless. Costs and features vary, but most provide user-friendly, turn-key solutions.

Links and resources: Constant Contact, Bronto and Exact Target are just a few of the services that offer everything from design templates to list management.

2. Build your list and get permission
Develop a database by putting a “subscribe” box on your Web site home page. Make it easy for subscribers by requesting only their email address. Ask their permission with a “double opt-in,” which asks for an email address, then sends a confirmation email asking subscribers to click on a link to confirm their participation. Another way to grow your list: Include a “Forward to a Friend” button on your newsletter.

Links and resources: E-dialog is one company that provides database list management and comprehensive email list services. Most companies, such as eNewsletters Online, allow you to import existing mailing lists and databases. ListPower is another easy-to-use mailing list manager.

3. Develop and compose your content
Start with engaging, compelling subject lines to gain attention. Content should be relevant and useful to your target audience, and you should present it in a straightforward, honest tone. Avoid industry jargon or “sales speak.” Also, design matters! It should facilitate scanning and skimming.

Links and resources: E-newsletter copy tips are available free from The Levinson Letter. Most newsletter services, like MyNewsletterBuilder, offer pre-built templates and design advice.

Check back tomorrow for the rest of our tips…

Posted by Ghost Write Guru | Filed Under Business tips, Ghostwriting Tips | Leave a Comment

Marketing in Your Local Community

November 27, 2007

For most small businesses, all marketing is local marketing — as it should be. But even if your company is regional or national in scope, it’s a good idea to “go local” to select, targeted communities. The keys to effective community marketing can be summed up with three guidelines:

1. Get local: target your marketing efforts down to the neighborhood level
2. Get involved: participate in the community to generate visibility and good will
3. Get personal: as much as possible, market on a one-to-one, face-to-face basis

• Use local city-specific Web sites and local portals

City and town Web sites, as well as local versions of major portals, are growing in number and popularity.

• Use local search engines and directories

Make sure you’re listed with local search engines and city-specific directories.

• Set your Google ad to appear locally

If you operate a local business and advertise on Google, you can target local customers only.

Posted by Online Video Guy | Filed Under Blog, Marketing & PR | Leave a Comment

Need a web business card?

November 27, 2007

First there was LinkedIn and Facebook, and now you can add Lyro to the list of business networking resources. Increase your web visibility through Lyro.com with an online business card. http://www.lyro.com/ When you join, you establish an “online identity” that supposedly improves your SEO rankings. Their starter plan is free, while a basic plan is $10 (US) per month. Check it out at: http://www.lyro.com/index.php/home

Posted by Ghost Write Guru | Filed Under Business tips | 1 Comment

Online Marketing Survey - Part III

November 23, 2007

Recently, TheOnlineVideoGuy.com conducted a brief, informal survey among approx. 200 solopreneurs. The objective of the survey was to determine online marketing trends and how solo entrepreneurs and service professionals are using their websites in their overall marketing efforts. The final section of the results follows:

Do you plan to use any of the following web-based marketing tools?

69% Add/Embed Video on your site
64% Streaming Video
46% Audio Podcast
33% Video Blog
32% Traditional Blog

Have you ever uploaded a video to the Internet?

79.3% No
6.9% Yes

If the following web resources were readily available to you, which would you use? (Respondents could choose more than one)

80% Online video production
36% Help adding existing video to my website
36% Podcast production
24% Other (audio services, audio acrobat, video training)

Posted by Online Video Guy | Filed Under Blog, Marketing & PR, Online Marketing Goodies | Leave a Comment

Networking Tips - Part III

November 23, 2007

Here are a few more things you need to know to maximize your networking efforts:

• Take advantage of online networking opportunities
The newest trend in networking provides unique opportunities to connect with colleagues online and expand your network exponentially.
Resources: LinkedIn is a popular E-networking site, as is Ryze. Some online networking sites are geared towards specific industries. EntreMate, for example, specializes in connecting entrepreneurs who are looking for business partners.

• Follow up
Cultivate your relationships. Send notes after meeting a new contact. Be proactive about staying in touch. Recognize that it takes time to build a relationship.
Resources: The Riley Guide offers additional information and advice about networking.

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | Leave a Comment

Online Marketing Survey - Part II

November 21, 2007

What is your greatest (current) website need?

32.1% Ability to add audio or video to site
32.1% Other (traffic & conversion, marketing support, add cart)
21.4% Site upgrade or redesign
17.9% E-commerce capabilities
17.9% Web copywriting

What types of online marketing tools do you typically use to promote your business? (Could choose more than one)

80% E-Mail marketing
68% E-Newsletters
36% Teleseminars/Webinars
32% E-Courses
16% Podcasts/Audio Downloads

Do you currently use any of the following web-based marketing tools?

56% Traditional Blog
23% Audio Podcast
19% Video Blog
19% Add/Embed video on your website
9% Streaming Video

Posted by Online Video Guy | Filed Under Blog, Online Video Tips | Leave a Comment

Networking Tips - Part II

November 21, 2007

Here are the things you need to know to maximize your networking efforts:

• Perfect your elevator pitch
Prepare and rehearse your one-minute “introduction speech” in advance. This breaks the ice and also serves as a good conversation-starter.
Resources: Learn more about crafting a great elevator pitch here. Need inspiration? Read successful elevator pitches and tweak your own at YourElevatorPitch.com.

• Be a joiner
Join professional trade groups. Volunteer. Become actively involved in your industry associations. Make a name for yourself; don’t hide behind the scenes.
Resources: You can join local chapters of Fast Company magazine’s Company of Friends group to stay connected, or more freelance-oriented groups like Guru.com, where you can find work and search for freelancers to work for you.

• Give before you get
Remember that networking is a two-way street. Be ready to reciprocate. Kevin Spacey’s Hollywood agent character said it best in the film “Swimming with Sharks:” You’ve got to give action to get action!”
Resources: Don’t dismiss the power of social networking websites like Friendster and Knowmentum. These can be a source of great connections.

Part 3 in 2 days…

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | 1 Comment