Category: How to market systematically
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Razorfish takes first step away from campaign mania
The headline of this article is not correct. Razorfish is not turning away from big ideas, it's turning away from the wasteful, deafening practice of guessing at one big idea, dropping it and guessing at the next. The Razorfish approach shows more respect for both the audience and the brand. A great idea can still…
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When trying to build your own web site traffic, share TO the social platforms not FROM
I'm sure that I'm oversimplifying this point, and anyone who would like to straighten me out is welcome to comment, but to build search traffic to your web site, avoid posting directly to social media sites. It does take some practice to reliably syndicate your blog posts to Facebook and Twitter, especially if you want…
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You have to be interested in rest of the world
When people tell me that can't blog or write articles for their newsletter or their web site, I always think to myself, "then you not a very interested person." If you take an interest in your industry or your location, you'll find SO MANY things to share and discuss. If you're totally focused on your…
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Building content to be distributed by free services
A friend who 'bootstraps' the marketing of his events is always asking me about free listings and publicity opportunities. Sometimes I'm a little stumped, but Harry Gold's article brings up a good list of sites that will distribute your content for free IF it's set up properly. For instance, you have to make a presentation…
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Did you sign up for this marathon when you launched a business?
For most businesses, a static web site is just not going to cut it anymore. If you want to attract NEW customers, or raise your profile the way GE would like to do, you have to have a growing web site that takes new information in all the time. What a bummer. Did you sign…
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Which Companies Use Marketkeeping?
Marketkeeping is the process of keeping your customers connected to you, as well as making sure your identified prospects don't drift away. This process requires identifying your desired contacts, maintaining an open line of communication, and responding to their needs. In many organizations, this process is managed by a sales staff, but top management cannot…
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What is marketkeeping?
Many people equate marketing with creativity, but I prefer to equate marketing with accounting, or better yet, housekeeping. Whether you're in the office or in the home, the quality of your environment depends on keeping the books and sweeping the floors. Instead of hoping for a marketing campaign that 'knocks their socks off,' set up…
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How RSS strengthens newsletters
Our audiences are collecting information in many different ways. For many people, an RSS feed is the easiest way to be alerted to new content. Make sure your headlines and excerpts look good on the feeds, then leverage RSS to improve your newsletter's reach. BtoB: How RSS can complement e-mail marketing, 2009-Sep-3, by Karen J.…
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Feed News Nuggets to your Leads
Over at Green Leads, Mike Damphousse has built a magnificent marketkeeping system. Although his business is focused on business-to-business lead generation, his comments are true for any audience—all people are hungry for news. (It's called the 'awareness instinct.') Marketing & Strategy Innovation Blog: Demand Generation and Social Media, 2009-Aug-8, Interview by Jon Miller: Executives are…
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Managing not achieved by measuring
While everyone is busy demanding a 'return' or profit on every marketing tactic they use, not everyone realizes what they are measuring. Dim Bulb (blog): Marketing In The Matrix. 2009-Jul-9, by Jonathan Salem Baskin: In business, a case history is only as good as its identified variables, which means most of them aren't terribly good…
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