Archive for March, 2010

Building Your Subscribers’ Profiles

Posted by Bob Lancaster on March 29th, 2010 under email marketing  •  No Comments

As email marketers, we often hear the answer “it depends” to all of our email marketing questions. That is not the case with segmentation. Segmentation works. And it works because it moves you from 1-to-many push messaging closer to a 1-to-1 conversation. http://bit.ly/bUaUu9

An Email Marketing Upgrade for 2010. Are You In?

Posted by Bob Lancaster on March 26th, 2010 under email marketing  •  No Comments

Fact is that most email marketing programs don’t work as well as they could, and many leave significant revenue on the table. Even simple segmentation can boost campaign results by 150% or more, in my experience. If there is a lack of targeting or too frequent mailings we have churn, subscriber fatigue, missed results, higher [...]

Five Keys For Creating Viral YouTube Titles

Posted by Bob Lancaster on March 18th, 2010 under marketing  •  No Comments

Every YouTube video resides on its own page and has a unique URL. YouTube creates HTML meta tags for each of these video view pages based on different page elements. The title of the video becomes the title tag, the description becomes the meta description tag, and the YouTube tags become the meta keywords tag [...]

More than Two-Way Dialogue

Posted by Bob Lancaster on March 15th, 2010 under marketing  •  No Comments

The prevalent consensus about the evolution of B2B marketing is that we need to motivate two-way interactions. But I say that’s stopping short. If you’re only focused on designing your marketing content to make an isolated connection with a specific persona, you’re not stretching your content strategy far enough. http://bit.ly/9pueHj

The Basics’ May Be Enough To Make You Great

Posted by Bob Lancaster on March 15th, 2010 under marketing  •  No Comments

Taking your business from good to great to remarkable can seem a daunting task. But, it may be easier than you think. Breaking it down to basics, you’ll realize customers are looking for: . The product/service they want, . with the right performance/quality, . in an environment they expect, . in a convenient location, . [...]

The Truth About the Average Twitter User, STATS

Posted by Bob Lancaster on March 11th, 2010 under social  •  No Comments

The study looked at around 19 million Twitter accounts (PDF) in order to figure out how people are using Twitter(). It started with one assumption: an active or “True” Twitter user has at least 10 followers, follows at least 10 people, and had tweeted at least 10 times. By that definition though, only 21% of [...]

Pointless babble or pot of gold?

Posted by Bob Lancaster on March 10th, 2010 under social  •  No Comments

If you’ve spent any time on Twitter, it will probably not shock you to learn that about 40% of tweets are “pointless babble,” according to Pear Analytics. In fact, in their recent study, they rated only 8.7% as having “pass-along value” – the gold standard for true viral marketing. http://bit.ly/clmIoy

Email Marketing, Taking the mystery out of customer motivation

Posted by Bob Lancaster on March 9th, 2010 under email marketing  •  No Comments

It’s a little over-simplified, but an email marketer’s job is to get the right message to the right person at the right time to achieve a specific goal. Doing that means understanding what motivates subscribers to open a message and engage with your offer – and that’s where the process gets tricky. http://tinyurl.com/ygw66eo

How Are Companies Leveraging Social Media?

Posted by Bob Lancaster on March 9th, 2010 under infograph, social  •  No Comments

http://bit.ly/c4DGqt

5 Ways to Use Twitter to Avoid a Backchannel Disaster

Posted by Bob Lancaster on March 9th, 2010 under social, twitter  •  No Comments

1. Calibrate Your Content so You Don’t Misfire One of the major causes of backchannel disasters is a mismatch between what audiences expect, and what you deliver. Make sure you match your audience expectations when you are planning your material by using Twitter to reach out to the followers who will be in attendance. Ask [...]