Pick-My-Brain.com: Blog - Marketing

Surviving the Web

Mon, 16 Mar 2009 09:12:00 -0700

How business can thrive in a Web 2.0 world.

Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.
Professor Johan Arndt

When Johan Arndt, a famed marketing professor, penned these words over 25 years ago, I’m sure he was not referring to the Internet. But in this world of Web 2.0 and instant feedback, his words have never been so relevant. Social networking sites, review boards, blogs and wikis make it easy for companies to connect with potential clients. And clients are finding ways to influence the products and services they want.

So how can your company use the web 2.0 environment to its advantage? And how do you overcome the pitfalls of instant access?

According to Tim O’Reilly, who is credited with coining the term, Web 2.0 is “the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.”

Basically, customers have gone digital and companies are scrambling to embrace these new (and ever-changing) technologies to attract more business. But why would companies have difficulty embracing the Internet and it communicative capabilities?

Think about it – you’re a major corporation and you’ve just kicked off a multi-million dollar advertising/public relations campaign. In the early days of the Internet, consumption was still a spectator sport. Consumers would see your ads in print, on TV or even on your website. They’d hear about your public relations on television, in the newspaper or on the radio. Customers didn’t really have the chance to challenge you and life was grand.

Today, things are very different. If consumers want to challenge your appeals they have infinite outlets to do so. They are taking to their blogs and podcasts. They are creating You Tube videos that mock your advertising concepts. Your wikipedia page is updated in a matter of seconds.

But maybe you’re not a multi-million dollar company – how does this affect you? Web 2.0 affects all businesses – big and small – in good ways and bad. Your customers are able to go online and post reviews of your products/services. They can recommend or blast you on their blog or link to your website from theirs.

There is nothing we can do to change this rapid dissemination of information. So why not embrace it? Ask customers if they can write a review about you on a certain site. Befriend bloggers and ask them to rate your product/services. Join online groups and communities of people who can use what you have.

Tim O’Reilly calls it a revolution. I think it’s simply an evolution and an opportunity for small businesses to get their voice heard over the yells of the competition.

If you’d like more information on how to build your company’s online presence contact Pick My Brain at 310.771.0665.

SPAM - Not Just a Meat Product

Mon, 12 Jan 2009 10:32:00 -0700

Email marketing that follows the rules.

We’ve all seen it, the dreaded flurry of emails from people we don’t know selling products we don’t want – a healthy dose of SPAM. Receiving unwanted emails may be one of the most annoying things to wake up to. But sending SPAM is a big no-no and should be avoided at all costs. However, avoiding SPAM does not mean your company should avoid email communications altogether. Many customers prefer to hear about deals or get company updates by email; you just need to be sure you are playing by the rules.

The FTC wants to ‘CAN-SPAM’ and has set forth guidelines to do so:

Do not try to deceive people. Basically, be honest. If you want people to check out your new product, tell them. If they’ve won a brand new car, tell them. If you want them to check out your new product, do not tell them they’ve won a brand new car. Simple as that. Also, if you are sending an advertisement make sure that your company’s physical address is included somewhere in the email.

Tell people who you are and where you are from. Make sure that the “from” email address is valid and it identifies the sender and company information.

Give recipients an opt-out method. Minimally, you must provide recipients with a return email address so they can let you know they no longer want to receive emails from your company. Any reputable email-marketing company will provide an ‘opt-out’ solution within the body of the email that will automatically remove the person’s address from send lists. This method ensures that no mistakes are made and the person never receives another unwanted message.

Collect email addresses in a reputable manner. Send to people who want to be sent to and do not purchase lists from third parties. The best practice is to ask people to ‘opt-in’ before they ever have to ‘opt-out.’ Be careful if you are using association lists; make sure that the association allows you to use its membership directories in this way. Also, check with your email-marketing provider to find out the best ways to create lists.

Spammers are criminals, so make sure you follow the rules. You could face fines up to $11,000 for intentionally breaking these laws, and not to mention you could upset customers and lose business. Be honest and fair and treat your clients the way you’d like to be treated.

Our last post gave you tips on sending out great email campaigns and now that you know the lawsyou should be well on your way! If your company would like help creating SPAM-free email campaigns please contact us at Pick My Brain at 310.771.0665.

Hit the Mail on the Head

Mon, 05 Jan 2009 10:43:00 -0700

How to send out email marketing campaigns that really work.

Engaging and communicating with large quantities of your clients can be costly and time-consuming. But thanks to technology, we can build, maintain and track these relationships online with a fraction of the cost and time commitment. Knowing how to properly conduct an email marketing campaign will help your company get out its messages quickly and effectively.

The most important thing to keep in mind when considering email marketing is selecting the right company to host your campaigns. There are a lot of them to choose from, but Top Ten Review has compiled a list of the best. Once you have selected a company that fulfils your e-marketing needs, it is time to start building your campaign.

Here are some tips for putting together a great campaign:

It starts with a list. The beauty of using a professional e-marketing tool is the list management. A reputable vendor will ensure that you send to appropriate lists gathered legally, in compliance with the ‘CAN SPAM’ Act. Also, when sending to a large list, each recipient’s information will be kept private from others, so you don’t run into the SPAM filter complications that you may encounter should you BCC using your own private email account.
The most important part – the subject. Think about reading a newspaper, you’re not going to read the article unless the headline pulls you in. The same concept holds true for email marketing. Create a headline that is no more than 50 characters long (according to Email Labs) and avoid using words that will get tagged by SPAM filters (such as ‘free’ ‘sale’ and ‘blowout’).
Be consistent with your content. When you create emails using a professional company you have the ability to customize and brand all of your communications. Use a consistent template when sending like messages so that your readers always know where to find things. Create a balance between images and content, avoiding too much content and opting instead to store lengthy articles on your website or a landing page. And always remember, give people a way to respond. Nothing you publish (whether it be in print or online) should be without current contact information.
Sending your email on its way. Once you’ve uploaded your lists and designed your email it’s time to blast it out to the world. Send your emails consistently; if people expect to hear from you once a month or every week, keep on schedule. (This does not mean, however, that people want to hear from you all the time). Don’t send out emails too frequently. You’ll upset clients and they will ultimately opt-out of your list. Also keep in mind, research shows the best days to send your communications are Mondays and Tuesdays. People seem to burn out on email by the end of the week.
What does this all mean? Analyze it! Here is where a professional email marketing company is unsurpassed by traditional email – tracking. Reputable companies will track the people who have opened, clicked links and forwarded your communications to others. With this data you can determine who your loyal customers are and what content really interests them.

These tips should get you well on your way to being an email superstar. However, you may not know where to start when it comes to creating custom templates and developing content for your emails. Pick My Brain has experience helping companies develop fast, effective communications. Please contact Pick My Brain at 310.771.0665 to find out how we can help you.