Archives for November 2010

How software provider Sword Ciboodle markets on Twitter

Sword Ciboodle, which sells software to facilitate call centers and online FAQs, uses multiple Twitter streams to leverage the power of  Twitter. At any one time the company has 5 to 7 people tweeting on the company’s behalf on their accounts.For instance, the analyst relations manager follows all the analysts that follow the company offline, while someone else  focuses on competitors’ tweets.

More at  http://bit.ly/fJ8I6s

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Use YouTube Analytics to determine your most engaging content

Which of your videos on YouTube are the most engaging? Easy. Check your YouTube analystics platform. It will tell you the number of views your videos attracted as well as how long they held people’s attentin. Analyze the factors in those videos which  proved to be  most engaging and develop more content around those
elements.

Videos for your website

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Is email better than social media for your business?

Nowadays it seems like social media is the attention-getting young athlete performing on the field while email is the grandfather watching quietly in the stands. But which really gets more action for your brand? Here’s some surprising analysis from social media rockstar Chris Brogan.

According to Brogan, “93% of people have a daily opt-in relationship with at least one consumer brand. 15% on Facebook. 4% on Twitter.”

For more on Brogan’s take on email, click    http://bit.ly/cTX3vg

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What is the value of a Facebook “liker”?

Facebook released some studies on the value of a “liker.” There are a number of benefits, but to me this appears to be the key one:

“ They are also more interested in exploring content they discover on Facebook — they click on 5.3x more links to external sites than the typical Facebook user.”

In other words, “likers” are more likely to go to your website – which means more chances to have them join your list.

See Facebook’s suggestions: http://on.fb.me/9axsRw

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Tremor Media Acquires ScanScout –

The combined entity will be by far the largest independent video ad network and second in the general video ad space to Hulu (794 million). According to AdAge, the company is looking to release an IPO in the next 18 months. http://bit.ly/cTBSln

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Reportlinker releases report on RFID technology

BCC estimates the total global market for RFID technologies at about $5.9 billion in 2009 and $6.4 billion in 2010. By 2015, BCC expects the market to grow to $11.3 billion, with a compound annual growth rate (CAGR) of 12.1% over the next 5 years.

Reportlinker released a report that  describes and analyzes the size and dynamics of the global market for RFID products and applications. More http://bit.ly/9GdcYi

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The Rodney Dangerfield of B2B marketing

B2b autoresponders don’t get the respect they deserve. Sometimes they get lumped in and confused with email newsletters. They are  related but different. Email newsletters work on an ongoing editorial calendar and are  usually formatted as html.

Autoresponders often work best as text emails , providing a more intimate feeling. They should feel and read as if they are written for one person as opposed to a broadcast message.

Often b2b autoresponders are simply used as a one email follow-up to people who have opted in to receive a report or other offer. That’s missing multiple opportunities to engage the prospect and bring them closer  to a meeting.

Or because good consumer autoresponders can be so engaging, writers sometimes write the same kind of autoresponder for a b2b audience, even though the degree of personal revelation  found in consumer emails doesn’t quite fit b2b marketing.

It’s clear that b2b autoresponders are misunderstood or relegated to a marketing afterthought.

So what  should b2b autoresponders be? [Read more…]

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7 Essential Elements of Successful Case Studies

Case studies are essentially problem – solution narratives. However, to flesh out a case study and make sure it communicates the messages  you want to get across to  your target audience, your case study must include these 7 essential elements.

1.  The problem or challenge
Define the problem clearly. Detail the situation the company (or customer) was in. What does the customer have to overcome? What stood in the way?  Grappling with a problem adds conflict – an essential element to any good story. To heighten impact, conflict needs to be meaningful  so highlight the stakes involved. Why was it so necessary for  the company  to overcome this challenge?

2. The customer or company
Whether the case study centers on a person or a company, they become a character a protagonist in the story. Add details that develop the character. How long in business? Does the person have an intriguing background? What about setbacks, ups and downs?  When the reader becomes interested in a character (person or company) the chances for a successful case study are much higher.

3. Process
What did the customer go through to find a solution? Highlighting the solutions that did not work is a way to contrast your  product or service with the competition.
[Read more…]

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How to turbo boost the SEO power of each and every one of your blog posts

Everyone is looking for the right backlinks to boost their SEO ranking. But one of the simplest ways to push your website higher in Google is to start from the beginning and inject SEO power into each and every blog post (you are using a wordpress blog for SEO, right?).  Here’s a quick video I made to show you how to use one of the easiest and best plugins to juice up every blog post.

For SEO services, go to http://bit.ly/cL6LHu

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Which is a better format for Case Studies: Traditional or Feature Story Format?

Most case studies follow one of two main formats. Either a traditional or a feature story format. Each has its advantages.  It’s important for the company to either pick one case study  format and have the writer follow it or have the writer choose one that seems appropriate for the company’s purposes.

Traditional format
The traditional format follows a basic progression and generally uses a set pattern of subheads: Company/customer profile; background; challenge; solution; results.  There can be variations on the exact wording of the subheads and sometimes “challenge” comes first, but it is essentially a set formula.

The main advantage of this format  is that [Read more…]

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