lunes, 14 de mayo de 2012

5 Non Spammy Ways To Get a Blogger’s Attention

5 Non Spammy Ways To Get a Blogger’s Attention:
Everyone, from PR firms to individuals with a product to sell, pitches bloggers these days. Getting coverage or exposure for your business by way of a number of highly read blogs should be a foundational element of your PR approach.
So, I thought I would share of few of my thoughts on the most effective ways to get a blogger’s attention and stand out in a way that gives your pitch a far better chance of garnering coverage.
Sadly, it would much easier to write a post on what not to do, but I like to stay on the positive side here.
Whether your goal is to land a guest post, get a review of your product or just advance an idea you’ve got to put in the work to personalize your pitch and build relationships by demonstrating you’re a resource and not a pest.
Make non-spammy comments
One of the best ways to get on the radar of a blogger is to join their community by making relevant comments. Don’t drop in just to add a comment about your business or point to your recent blog post about some unrelated idea. Add to the conversation like someone who actually cares about the conversation and you’ll start to build a relationship based on trust.
Find regular features
Take some time to dig around in the archives of a blog and you’re likely to find some regular features just like you might in a magazine. Then, when it comes time to pitch your idea, you can suggest that it would be a good fit for a certain feature. This will always give your pitch more relevance and offer proof that you know a bit about the blog and that yours is not simply a bulk pitch.
I’ve run a Saturday post for several years now where I feature three services or apps that I call my weekly favs. Smart marketers have picked up on that and often pitch their product for a feature in that post. It’s a little thing, but it suggests a lot.
Look beyond the blog
If you buy that this is a relationship building game, then why not employ a few tools outside the blog to help. Build a Twitter list of your targeted bloggers and pay attention to what they tweet and what the retweet. Look at what they favorite on Twitter for some real meaty clues about what they like,
By monitoring what they do beyond their blog and in social networks you can often find angles that won’t be apparent on a simple media list.
Connect with guests and get referred
Many blogs run guest posts these days and one of the best ways to get your content on the list of potential guest posters is to study and connect with those that are already posting. In fact, you might go as far as to target these folks as suggested above and reach out to a few and ask for introductions.
A guest post on a highly read blog may be one of the most effective marketing tools you can employ so don’t just blast guest post requests, build a case for your post by becoming a part of the community and creating a network within.
Ask for an interview
Many bloggers, even well known bloggers, still work on building their awareness and will jump at almost any opportunity to spread the word about things they are working on. Many bloggers have business interests beyond their blog that need exposure. Many bloggers are also authors and have books to sell.
Consider interviewing some of your targeted bloggers for your own blog or podcast or connect them with other journalist or even customers of yours that might have a reason to want to interview them. An interview might consist of a twenty minute phone conversation or it might just be one well thought out question that you send via email, either way, this a great approach for building both content and relationships.
It warrants repeating, if a mention or link or review in your favorite blog is a worthwhile objective for your business, then put in the work required to get it done right.

5 Non Spammy Ways To Get a Blogger’s Attention is a post from: Small Business Marketing Blog from Duct Tape Marketing

lunes, 7 de mayo de 2012

Twitter para los no iniciados, la infografía de la semana

Twitter para los no iniciados, la infografía de la semana:
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Por desgracia para nosotros, no hay tantas infografías en castellano sobre redes y medios sociales como nos gustaría, así que cuando tenemos la oportunidad de referenciar una no la podemos dejar pasar. La infografía de la semana que hemos elegido en esta ocasión cumple esta condición y nos la envía Hugo, que tal y como él nos cuenta la ha creado para explicar el funcionamiento de Twitter a su madre.
En el documento gráfico se detalla a la perfección cómo cambia el proceso de consumir información con la existencia de Twitter frente al modelo tradicional, donde eran los propios medios los que elegían y nos proporcionaban las noticias. Muy interesante y explicativo, ideal por si algún despistado os pregunta alguna vez qué es Twitter y los motivos de que sea tan importante.
(click en la imagen para agrandar y ver en mejor calidad)
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Vía | Hugo Tobio (¡Gracias!)
En Genbeta Social Media | La infografía de la semana




martes, 10 de abril de 2012

3 Tips Startups Should Apply to Their Marketing Plan

3 Tips Startups Should Apply to Their Marketing Plan:

As a new company, it’s easy to get so caught up in the latest branding tips and techniques that you can’t see the forest for the trees.  In fact, plenty of startups miss the entire point of marketing altogether.  Successful promotion isn’t just about “building brand awareness” – it’s to actually increase sales!
The following are a few of the key marketing concepts that all startups need to be aware of:

1 – Know the lifetime value of your customers

Too many startups fail to understand the importance of customer lifetime value, which is a real shame, as knowing and implementing this concept into your business frees you from having to focus solely on minimizing customer acquisition costs and allows you to instead target the customers that will have the biggest impact on your company’s bottom line.
Suppose you determine that you won’t spend more than $50 to acquire a single customer.  While this may make sense for your balance sheet in the short term, what if this limit means you’ll only attract customers with a lifetime value of $100?  And what if spending $100 to acquire a customer made it possible to attract buyers who will spend an average of $5,000 with your company over their lifetimes?  You bet you’d change your maximum customer acquisition cost in a heartbeat!
Of course, this is an overly simplified example, but it should highlight how leaving behind a cost-based approach allows you to think about marketing in terms of how much more your best customers are worth compared to the customers you’re currently attracting.
This is especially powerful because, now, you can pay amounts your competitors might find unattainable while still staying profitable.  Because your competitors don’t know the economics behind how much money your best customers spend with you over their lifetime, you can spend what appears to be too much – leaving your competitors behind, minds boggled.

2 – Adjust your marketing activities to avoid low value customers

Once you start to think about your customers in terms of lifetime value, two things become clear:
  • Conversions aren’t the only metrics that matter to your success, and
  • You can use your analytics data to determine how to filter out low value customers and the traffic sources that generate them.
Simply knowing that you’re getting lots of conversions isn’t enough, as there’s no guarantee that these conversions are coming from your highest value customers.  You also need to consider whether the customers generating these conversions are the type that will buy multiple products and stick around for a few years, or if you’re simply filling your database with low value customers that lack the brand affinity needed to cross-buy.
To separate your high value customers from your low value customers, you’ll need to do a little digging to determine how overall customer value varies depending on each of your referral traffic sources.  You can use Google Analytics to accomplish this by setting up Advanced Segments that separate traffic by source and then applying these filters to the Conversion Goals you set up to track sales within the service.
Say that the results of your analysis turn up the following sample data, highlighting the difference between a set of customers acquired through targeted PPC advertising and another group of price-sensitive consumers attracted through another channel:
In this case, every search marketing customer that our hypothetical company wound up attracting resulted in nearly three times as much profit as each cost-conscious consumer acquired through other means.  Even if this company paid $10 per customer to attract a search marketing customer and nothing to bring on a price-sensitive consumer, the company still winds up ahead.
So what does this all mean?  Basically, you need to get obsessed with lifetime customer value.  For an interesting a case study on how lifetime value is used by big companies, check out this quick and informative blog post that studies how Netflix uses Customer lifetime value in their marketing strategy.

3 – Use popular marketing techniques to attract high value customers

All of the following techniques should play a role in your company’s overall marketing strategy, but you also need to be conscious of how you’re using them in order to be sure they’re bringing in the highest value customers.  Here’s what you need to know:

SEO

Essentially, SEO comes down to two things: 1) producing “good content” (aka – content that people will read, and share with their friends) and 2) building links, where you create backlinks to your site using relevant anchor text from authoritative sites so that your site earns more traffic from the search engines.
Ultimately, SEO is part of the front end of your customer acquisition funnel.  When visitors enter their queries into the search engines, they should find your website and eventually decide to purchase your products.  They may also subscribe your blog or newsletter, download your app or follow you on social networks – all of which present you with additional options to market your products to these customers.
Since SEO is a part of the top of your sales funnel, you’ll want to focus on building content that’s “evergreen,” meaning that it’s not tied to current events or fading trends, and will always be interesting to the people within your industry.

PPC

Successful PPC advertising is all about understanding what will pique your prospective high value customers’ curiosity and speak directly to their core motivations, inspiring them to take an action (in this case, clicking on your ad).   In many cases, the things that motivate high value customers will be substantially different than low value customers, meaning that it’s possible to structure your ads in a way that attracts the former group at the expense of the latter.
As an example, be careful about using the word “FREE” in your PPC advertisements, as this can be a great way to attract “tire kickers” to your site who won’t generate a high value for your company.
Instead, it’s your website’s job to remain congruent with the high value messaging you’ve used and the expectations you’ve created in your prospects’ minds throughout the advertising process – from the initial landing pages you use, all the way up to the “thank you” message on your checkout page.  Promoting a consistent, high end experience will help to attract the types of customers who are likely to pay off big for your company.

Social Media

Social media is all about building a relationship with your customer base and reinforcing your positioning in their minds, so that whenever they think of the problem you solve, your brand is the first thing that comes to mind.  It’s also about spreading the word, which is why some marketing circles are now talking about “word of click” marketing replacing “word of mouth” marketing online.
Basically, nowadays, word of mouth is spread by the way your site visitors click around online.  Think about how typical visitors interact with your site…  They click the “tweet” button on your blog, the “Like” button on your fan page and the “Share” button on your blog posts and then decide to say something either positive or negative about your brand that everyone else in that space can access.
Your job is to make spreading the word as easy as possible.  In order to attract high value customers and keep them engaged with your brand, these customers should be able to tweet, share, stumble, dig, like, pin or do SOMETHING with your blog posts, website content and all other kinds of pages with a single click. All of your messaging in these channels should be pre-written so that your visitors don’t have to think about what to write.  Instead, they can simply move on and take the action you want them to take – spreading the word about your startup.
If you do this correctly, your social media efforts can also help power your SEO, as Google is now paying attention to how many 1+’s, likes, and retweets are associated with your specific URLs and website as a whole.  The resulting high SERP rankings are especially critical for startups, as these social media activities can lead to both social traffic and high value visitors streaming in from the search engines.
Image: Simone Lovati

The Anatomy of Going Viral (Infographic)

The Anatomy of Going Viral (Infographic):
Whether it is a new meme or the Kony 2012 video, every week there is something new online that goes viral and catches everyone’s attention.  So what makes something go viral? Ultimately viral content needs to evoke some type of emotional response from a targeted audience that motivates them to share it with their social networks. Here is how your content can go from one view to millions!

Add this infographic embed code to your blog!

The Anatomy of Going Viral

[Via: Single Grain - A Digital Marketing Agency]

lunes, 9 de abril de 2012

How to Run an Engaging Poll on Google Plus

How to Run an Engaging Poll on Google Plus:
How to Run an Engaging Poll on Google Plus

This content from: Duct Tape Marketing
Quick tip for Google+ users to start off your week. I got this from Guy Kawasaki, who said he got it from someone else, so I’m not sure who gets ultimate credit. Look for my full interview with Guy this week as we talk about his new book – What the Plus – I’ll also have free copies for my reader.
Running polls and asking your followers questions are proven ways to increase engagement and turn up some handy research. Currently, there is no 3rd Party app that makes this an easy task on Google+, but with a little ingenuity, you can create very engaging polls.

Using comments to create a poll on Google+
You start by creating a question and then creating the answers as comments. Once you create all the comments/answers you want you simply turn off comments so no one can to the answers and instruct readers to +1 the answer they want to choose.

martes, 3 de abril de 2012

Soy Diseñador: ¿Por qué debo tener un Blog?

Soy Diseñador: ¿Por qué debo tener un Blog?:
La mayoría de las personas que visitan ARTEgami son diseñadores como yo, pero no poseen un blog.
Para mí, el blog ha sido una poderosa herramienta que me ha abierto muchas puertas en mi carrera. Y quizás a ti también te sirva.
razones blog Soy Diseñador: ¿Por qué debo tener un Blog?
Para aquellos que todavía tienen dudas o no se encuentran muy seguros al respecto, les invito a ver el siguiente video donde te brindaré algunos motivos por los cuales deberías tener un blog hoy mismo.
Ojo, esto no es sólo para aquellos que son diseñadores freelance o tiene compañía, este tema es para todos los diseñadores en general.
Espero sus comentarios

jueves, 22 de marzo de 2012

El servicio al cliente por redes sociales es cada vez más común, infografía de la semana

El servicio al cliente por redes sociales es cada vez más común, infografía de la semana:
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Las redes sociales no sólo han cambiado la forma de interactuar entre las personas. En los últimos años los usuarios de estas herramientas han visto el gran potencial que tienen éstas al momento de conversar con las empresas y de formar un servicio al cliente más efectivo que el tradicional. En la infografía de esta semana os mostraremos como el social media está la forma en la que se comunican empresas y clientes.
Este fenómeno se está viendo en un grupo de personas jóvenes, específicamente aquellos que tienen entre 16 y 24 años. Ellos son los que prefieren interactuar con el departamento de servicio al cliente en las redes sociales. El 71% de las personas que entran en este rango de edad prefieren utilizar los perfiles empresariales en las redes cuando tienen un inconveniente con un producto.
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¿Qué preferís vosotros: el canal tradicional de servicio al cliente o esta nueva alternativa a través de las redes sociales.
Vía | Mediabistro
En Genbeta Social Media | Los clientes 2.0 y su valor para la empresa