Posts tagged as:

content-marketing

Email and your sustainable marketing mix, Part 2

02.18.2010
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Email predates the Internet. Decades of experience make it hard to say anything new or non-trivial about it and how to use it for marketing. But what about sustainability? Now that you know that email can be nicely integrated into your sustainable marketing mix, how do you actually do it?
As I outlined in my post [...]

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Email and your sustainable marketing mix, Part 1

02.16.2010
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A recent question on LinkedIn Answers – Direct Marketing asked: “E-mail marketing – redundant direct marketing tool?” All 11 respondents, including mine, answered largely in the negative.
The ascendancy of social media spells anything but death of email. On the contrary, email marketing can be effective as a direct marketing tool, though its emphasis has shifted, [...]

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Using critical thinking to benefit human kind (and create killer content)

10.26.2009

The question from this Stella Marrs postcard keeps tumbling around my mind, like a lone pair of jeans in a dryer. The thoughts that resonate:
You know your company is a trail blazer. You know your service is making your customers happy. You know that what you’re doing is very important. You know that you’re the [...]

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Where are the trees? How to keep misleading claims out of your marketing

10.21.2009

“How many trees must be lost so you can print your e-mail? Print responsibly.”
“Think before you print and save a tree.”
“Save Trees. Print only when necessary.”
“By not printing this email you’ve helped save paper, ink, and millions of trees.”
These are just some of the statements I’ve seen in email signatures, in my inbox and around [...]

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How to use education to attract customers

09.28.2009

One of the most frequent questions I hear from small business owners, particularly those just starting out, is, How and where do I find my customers? We start the discussion by analyzing the customer in question: Who is she? What are her pains and frustrations? What does she need – what is she looking for? [...]

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What happens next? or Does storytelling really fit into sustainable marketing?

08.26.2009

I’ve written here several times about storytelling as a sustainable marketing tactic. As an offshoot of content marketing, storytelling provides a narrative – about your customers, about you or your company – your stakeholders can understand, share, and act upon. Any story of your customer solving her problem with your product will convey meaning more [...]

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The soft sell in sustainable marketing

07.27.2009

The soft sell is a marketing conversation that omits the ask. The conversation may still be about a product/service, but the call to action – purchase – is only implied.
Soft selling focuses on cultivating relationships with your customers. A relationship becomes a precondition to the sale. This not only extends the sale process, but also [...]

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Schedule your social media drip marketing

07.16.2009

You may have noticed almost daily posting here in the recent couple of weeks. A friend commented on it on Facebook: “Don’t you sleep?” My wife noticed and noted: “You have too much time on my hands.” Not so fast, friends, I do sleep and I don’t have too much time on my hands. I [...]

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How to promote your blog with guest posting, pt. 2

07.08.2009

Guest posting is not an entry level blog promotion tactic. Whichever path you take, you should have a few blogging feathers in your hat before attempting guest posting.
Ideally, you get a personal invitation, which you have to earn and which also requires for you to be a perceived authority in your field (you’ll know you [...]

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