This is 3-of-3 in the "E-tail Content Marketing: Engaging Customers at the Point of Purchase" series of blog posts. A Content Marketing Program is designed to support the e-tailers by placing content at the point of the transactional purchase - a sale that does not require a sales person. The purpose of the content is to inform customers and prospects about what they should consider in making their decisions.

Today's customers look everywhere for great, relevant content in order to make smart buying decisions. Therefore, they need content that makes them smarter and more knowledgeable. Companies that provide great content, in the right places, will win. Whereas in the past, customers were wary about information that didn't come from a traditional media source, today's savvy buyers can sniff out the good content from the bad, and they don't mind if the information they engage in comes from your company.

There are many social media tools and social communities to choose from, and the list grows longer every day. By mixing your customer knowledge, your company objectives, and, frankly, your budget, you should be able to determine appropriate content mix using various social media tools. Remember, even though certain vehicles that I am about to introduce may prove to be the best options for your company, your content marketing efforts need to be well integrated with the content initiatives in my previous blog. A few more social media touch points for your consideration.

YouTube Channel: YouTube is the largest video sharing site to date and a perfect place for your company to establish a channel. The site receives the most traffic and the highest amount of users making it the definitive place for getting videos published and marketed. To maximize our video efforts and results:

1. Create compelling videos: You need to create content that addresses your audiences' needs and wants (company content value proposition standards). The primary goal is to create videos that are helpful and compelling to our prospects and customers. Video content may consist of how-to's, answers to frequently asked questions, expert interviews, screen video captures, slide shows, etc.
2. Make the videos findable: Videos often appear on the first page of search engines, and are a proven method of leap-frogging competitors to the top of the search results page - Google owns YouTube. To make your videos more findable, you need to do the following:
   1. Title: You need to use targeted keywords in the first few words.
   2. Description: Start the description with a full URL and be as description and keyword-rich as possible - we should not be stingy with our description.
   3. Tags: You need to add any and all related keywords in the tag field.
3. Company YouTube Channel: You need to turn the YouTube channel into a destination.
4. Use annotations to build subscribers: You can add annotations to the Company YouTube channel videos that include clickable calls to action - they can include links to other videos, playlists or channels, or include subscription options.
5. Post a bulletin and alert friends and subscribers: You need to create a bulletin and a link to the videos that will appear on the subscribers' and friends' home page - this draws extra attention and traffic.
6. Leverage other social media platforms: Every time you post a new video, we should create a blog post around it, post it on Facebook to reach a wider video audience, Tweet it, and submit it to StumbleUpon.

By creating video content that resonates with the audiences, building up a branded channel and using bulletins and ads, you can greatly increase the return on the company's investment in creating online videos.

SEO content: Search engine optimization (SEO) refers to techniques that help the website rank higher in organic search results, thus making the website more visible to customers who are looking for your products via search engines. You need to write content that your customers will find relevant and engaging. Aside from the topical nature of the content, the way format the web pages can have an impact on how the search engine bots digest our content. Every webpage you create should have a thought-provoking headline to grab the customer's attention, and should also include the keyword or phrase that the webpage covers.

Title tags and Meta tags: Meta keywords consist of an additional text snippet in the HTML that allows you to list a few different keywords that relate to the webpage. Meta descriptions are usually the first place a search engine will look to find text to put under the blue link when they list the website in the SERP. The Meta description is limited to 150 characters.

Customer product reviews: Recommendations from like-minded buyers build shopper confidence. More than just star ratings, customer reviews connect shoppers to buyers who share their interests - driving engagement and sales. You can make these conversations easy and productive, using innovative social and SEO solutions. A few key points for customer reviews:

 

1. Drive Sales: Help shoppers make better decisions quickly.
2. Increase Traffic: SEO puts fresh information from quantified buyers directly on the product pages - where search engines can see it and shoppers can find it.
3. Generate more content: Consistently proven to drive higher levels of content volume and product coverage. The customer review process generates the critical mass of content needed to power meaningful social programs.
4. Syndicate across the social web: An open social commerce network puts us in complete control of our review content, making it easy to share our user-generated content to social networks and channel partners.

Contests - for product reviews and customer purchases from an e-tailer: One of the best ways to drive engagement and build word of mouth about the brand is to run a contest via social media. Launching quarterly contests will help you achieve specific marketing and sales goals. You can do contests with your e-tailers to buy your products from their site where customers will be entered into a contest with the chance to win a cool prize with friends and family. Also, we can run contests to garner reviews on the company website.

Expectations

There are probably a fair number of ways to measure the program with Google analytics and other online analytical tools. We should manage these analytical tools, but we should focus on the numbers that give us the biggest impact on what we're doing. Key expectations:

1. Increase transactional sales through your e-tailers without sales assistance.
2. Obtain customer product reviews.
3. Most popular content - determine which pages on the website and our e-tailers are getting the most traffic - create more content that resembles the most popular.
4. Execute e-tailer partner contest promotions for customers to buy products on their site - did it increase sales?
5. Execute quarterly product review contests to get customers to write product reviews.

Content marketing can always be measured if you have a clear understanding of your strategic communication objectives. Just keep it simple and answer the question, "How will we know that the content plan is working?" This should lead you directly back to your company goals. A company that invests in content without investing in the measuring of that content doesn't truly believe in the content marketing initiative.

Are you implementing a content marketing program? How are you measuring your success?

 

 

Develop a process to create content: When content programs fail, it's usually not due to a lack of quality content, but because of poor execution. We will create a process to develop content that is consistent across all product lines and distribution points. We will ensure excellence in every piece of content:

1. Content/editorial
2. Design/art/photography
3. Web development/integration
4. Content-specific marketing
5. Monitoring customer conversations and reviews
6. Print/web production and maintenance
7. List/audience development and maintenance
8. Responsible method for consistently updating and refreshing content

Constant updating of content is crucial to getting the target audience to view your company's content as a resource in helping customers make buying decisions. Buyer information consumption is basically how a buyer is researching, discussing, reviewing, reading, watching or otherwise engaging with content that influences their decision on which product to buy. Knowing who your buyers are is great, but understanding how and why they consume content is crucial to our success. SellPoint content distribution. SellPoint, as an example, is a syndication partner to online e-tailers like Walmart.com, OfficeMax, Staples, and dozens of other top national e-tailers as well as regional and specialty dealers - they have more than 200 e-tail partners and shopping sites. They can provide you:

1. Weekly syndication audits to insure that your rich-media product tours are in place everywhere your products are sold online.
2. Integration of your content with e-tailer web sites to ensure optimal shopper engagement and compliance with e-tail site requirements.
3. Automated placement of your content as soon as new products are launched, and real-time change management post launch.
4. Your company driven network expansion by adding new online retail venues as channel placements expand.

To leverage a company like SellPoint, you need to constantly provide them an array of relevant content, images and video on your products. The content needs to meet your company's basic value proposition as well as be search engine optimization (SEO) compliant. Another element of your success will depend upon having relationships with all the key e-tailer representatives who manage and execute the content marketing programs. Meeting regularly in person will allow you to maintain a process to keep your content current and conducive with your primary e-tail partner contact for product content. Company Website: The website is your company's ante for the business and provides customers relevant content to assist them with information in positioning your products for preference and a call to action to purchase. The website should be structured and formatted with these key elements:

1. Headlines: As with most media, a great headline or page title can make or break a page. But specific to web content, it's important to remember the SEO aspects. Integrating a major keyword phrase into a headline and programming the page title with a relevant <h1> tag can add some nice Google juice.
2. Sub-headlines: Visitors scan before they read, so creating enticing, benefits-focused sub-headlines can really boost the odds that your web pages will be read.
3. Images: Optimizing the image's file name and alt tag with keyword/phrase provides the context Google needs and validates the relevance of your web pages.
4. Bulleted and numbered lists: Lists make content much easier to digest. Even the slightest indention and bullet will draw the reader's eye - Google likes them too.
5. Calls to action: Despite the intelligence levels our site's visitors, people don't want to have to think when they are browsing websites. Obvious command-oriented calls to action are key in moving visitors through the website.

Video content marketing: Video presents a major advantage for telling the company and product stories. A video can be created for almost any reason, whether we need to promote a product or spread the word about our latest campaign, or tell our story to existing or future clients. Whatever we can dream up, we can do through video - it's a powerful tool and one we should use frequently. Here are a few to consider:

1. FAQ. Creating a frequently asked questions video will allow customers to have easy access to their questions.
2. Social media. Creating video blogs or including other useful and relevant video to social network channels will not only enhance your brand image, but will also increase search engine optimization (SEO) - and our chances of being found over a competitor.
3. Interviews. Interviewing management or influencers on camera is a great way to communicate the company's message. These videos are also perfect for establishing the brand as a thought leader in the industry.
4. Video tour. Online product tours allow customers to see all aspects of the product without having to be present. Creating a video tour is an inexpensive way to show potentially millions of people what your company has to offer.
5. Testimonials. We can drive sales by boosting customer confidence with video testimonials. Posting testimonial videos via multiple platforms will also increase our visibility and likelihood of appearing in search results.

The key to a successful e-tail content marketing strategy is, you guessed it, great content and tactical execution. Not just any content, but great content. Customers know the difference between great content and a blatant sales pitch with no inherent value. In the past, customers received great content from the media giants. Today, they can and should be receiving it from you. Even if you do not have internal talent, there are firms like Maples Communications who can put their talents to work on behalf of your company. What type of programs are you implementing to develop great content?

 

The rules of marketing have changed. In the new marketing world, you are what you publish. Our customers, with the help of the Internet, have become more sophisticated and require to talked to and not sold to with content that is engaging, relevant and informative. Today, we need to create and share content that is informative, inspiring, and, above all, valuable at the time our customers need it - right place, right time. Content marketing is an umbrella term encompassing all marketing communications formats that involve the creation of sharing content for the purpose of engaging customers at the point-of-purchase with relevant information to assist them in making a decision. As Leslie Fiering, vice president/analyst with Gartner, once said, "It just has to be good enough at the right price and they (the customer) will buy." Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information at the point of preference and purchase to the customer will drive profitable customer actions. A Content Marketing Program is designed to support the e-tailers by placing content at the point of the transactional purchase - a sale that does not require a sales person. The purpose of the content is to inform customers and prospects about what they should consider in making their decisions. Our motivation behind content marketing is the belief that educating the customer at the point-of-sale will result in increased sales and brand recognition as a thought leader who provides great value in their products. Why an E-tail Content Marketing Program? It drives online sales conversion rates and it captures the customer's attention at the decision point. It also drives in-store sales. Every customer starts the purchase process with search. The content provides the customer information to include your company's products in the preference and purchase stages of the buyers' decision. It is proven that content impacts online research for in-store product decisions. Value Proposition and Key Message Development The value proposition will be a collection of key message points on what a customer should consider in making a purchase of what some consider a commodity product and the benefits of buying your company's brand. The persona of a customer transactional sale requires the following message points:

1. Product value
2. Price/performance (benefits)
3. Good enough products/compatible/reliable
4. Ease of acquisition and service
5. Ease of doing business
6. Valued content from credible experts to assist in making a decision

Content message points will be developed by reading customer reviews, studying company web analytics, reviewing competitor content, and using professional social networks. We will refine the content over time, but the standard value proposition for content will be measured by:

1. Engage: Intuitive and inviting content (stories) capture and maintain the attention of the customer where it matters most - while they are shopping.
2. Inform: We must communicate key "why to buy" messages, from product features and benefits to brand attributes through our uniquely mixed media content of text, images, animation, video and voice.
3. Inspire: Your content must have a call to action. Your content must drive customers to purchase your company's products - delivering increased sales.

Objectives and Strategy There are several objectives for the content marketing program, but the real measure of the program is an increase in sales. With that said, the following are the primary objectives:

1. Attract leads, prospects and opportunities without actively selling.
2. Generate an increase in e-tailer revenue growth.
3. Provide product information at the point-of-sale to increase preference and purchase.

Within the company's product family, there may be different audiences based on the product offering and different industries. So, the content strategy can get complex. We must consider the actual content production and a process in order to maintain consistency in delivering a message of needs/wants/likes/dislikes that resonate with the customer at the point of purchase. Our strategy will focus on the value proposition and points of differentiation:

1. Focus on providing great content for all your products and services to each e-tail partner.
   1. Read competitive product reviews and content - highlight the positive.
   2. Weave SEO keywords with H1, H2 and H3 words into all content
   3. Weave customer messages into each piece of content
2. Use more informative images and videos.
3. The content for the e-tailers must be consistent with the website.
4. Help the customers understand what they should consider in making a decision to solve their needs or problems.
5. Build customer loyalty to survive and thrive in the highly competitive e-tailer landscape.

In my next blog post, I will talk about the tactical execution of an e-tail content marketing program. Content is the most powerful and cost effective means to influence the decisions of your customers. It takes time, but you need to consistently develop relevant information for your targeted audiences and online communities. What are some of the initiatives your company is executing to engage customers at the point-of-purchase?

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5. Establish your Social Media Outpost. Set up accounts on LinkedIn, Facebook, Xanax alternatives, YouTube and Twitter. Buy cheap Xanax no rx, Once you have done that, download Hootsuite (www.hootsuite.com) and you can monitor your brand, listen to relevant conversations, low dose Xanax, engage your communities and update your social platforms all from one simple dashboard.


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9. Measure your Results, generic Xanax. Xanax For Sale, Google Analytics is an industry-leading analytics program and it is easy to sign up and install your website and blog. Measure your results against your business objectives in step one.


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In this new social media marketing world, Xanax use, you are what you publish. If your content is engaging, relevant, buying Xanax online over the counter, and informative, Xanax results, that's how your audience/customers will perceive your brand. In executing a social media program to market your company today, you need to create and share content that is informative, Xanax from canadian pharmacy, inspiring, and, above all, truly valuable.

What elements of social media have had the most impact on your business. What do you consider the "magic sauce".

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You can use an online article syndication websites to submit the company's various whitepapers and case studies.  In addition, you can use YouTube, SlideShare, Flickr and other network sites to place presentations, videos, images, and reviews with links back to your company website.

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This collection of tactics underscores the idea to balance a national brand presence with local-market awareness.  If you're not doing what is necessary for consumers to easily find you at both national and local levels, Ambien pics, Japan, craiglist, ebay, overseas, paypal, you are distancing yourself by creating a disconnect.  You can equate this to not having a storefront sign for your local business: the sign attracts attention, peaks interest and stands as a marker of your business' presence.  Without it, what is Ambien, Low dose Ambien, pedestrians and motorists alike will not find you.  If they can't find you, how will you drive sales, Ambien without a prescription. Cheap Ambien no rx, Your entire search presence must point the consumer toward the desired outcome - the sale.  Do what works for you, but, order Ambien from United States pharmacy, Australia, uk, us, usa, moreover, do what works for the consumer, always striving to enhance the search experience.

With sales as the final goal, your search presence is ultimately about driving a response, whether you seek phone calls, in-store visits or even online requests.  To bridge awareness to conversion, your search presence must be complete with the relevant information consumers need to make a transaction.

What does this mean for your company?  You must help consumers find you in their local markets, where sales happen. 

Send me an e-mail at bmaples@maples.com if you would like a copy of the whitepaper, "Think Global, Act Local in SEO Search Marketing".  While consumers search globally, we know they buy locally.  This whitepaper provides you details on how to start and execute a local search marketing campaign..

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[caption id="attachment_849" align="aligncenter" width="470" caption="President Obama Delivers his State of the Union Address"] Buy Lorazepam Without Prescription, [/caption]

The Soviet Union launched Sputnik on October 4, 1957 during President Eisenhower's administration.  A few years later, President Kennedy launched the American response that led to the Apollo program and the "Space Race."  President Obama used these three space-related terms as metaphors forming the centerpiece of his State of the Union address this week:

This is our generation's Sputnik moment.

I understood the challenge he was issuing, but I decided to personalize his challenge in a manner where I can make a difference.  For decades, every company has relied on traditional communications to build brand awareness such as advertising, public relations, trade shows, events and promotions.  Today, the Internet has brought us social media and the ability to do one-on-one marketing with our customers.  Social media is a company's ability to communicate with its customers.  It is every company's ‘Sputnik moment.'

I don't get Twitter.  I don't get Facebook.  I don't get LinkedIn.  I don't get social media and I think it is a fad that will pass.

Chances are, you've heard at least one person mutter these words or some variation - or, you muttered them yourself.  I know I've heard similar phrases numerous times.  Strangely, I find that, in this situation, what people say and what people mean are two completely different things.

My challenge to you is to let go of all your inhibitions about social media and accept that you need to change to succeed.  It is a challenge to step up and make a difference.  I believe small and large companies alike need to assemble teams of the best minds in their company utilizing outside partners as necessary, canada, mexico, india, Lorazepam photos, and focus on the hardest problems in growing the company and communicating to customers.  Make this your Sputnik moment.  Begin a process to out-create, out-innovate, Lorazepam interactions, Lorazepam coupon, out-communicate, and out-perform your competitors. 

Effectively influencing marketplace perceptions and demand is always challenging, Lorazepam without a prescription, Lorazepam canada, mexico, india, but the pay-off is successfully attaining your business goals.  Social media has profoundly changed the way people communicate and interact with each other.  It is also changing the way businesses need to communicate with current and potential customers.  Today, tools like WordPress, Lorazepam recreational, Australia, uk, us, usa, iTunes, LinkedIn, Lorazepam trusted pharmacy reviews, Lorazepam images, Twitter, Flickr, doses Lorazepam work, Purchase Lorazepam, blogs and YouTube have given everyday people access to broadcast their messages around the world for essentially nothing.  The rules of communications have changed - it is a Sputnik moment.

Here at Maples, we have the right credentials to make a difference for you and your company.  We have won seven of the most prestigious awards in communications.  We have executed successful social media for a lot of our clients.  We have represented some the most well-known brands in the world.  One thing you can count on from us, we are relentless in achieving results for our clients.  We will never quit.  We are passionate, ordering Lorazepam online, Lorazepam overnight, committed and loyal to a fault, and we will constantly stand side-by-side with you to make a difference, Lorazepam pics. Lorazepam price, coupon, Put the stake in the ground to succeed and engage.  Seize the day.  Make your Sputnik moment a launching pad into a new frontier, Lorazepam for sale. Herbal Lorazepam. Lorazepam online cod. Lorazepam street price. Lorazepam mg. Order Lorazepam online overnight delivery no prescription. Buy Lorazepam from canada. Fast shipping Lorazepam. Where can i buy cheapest Lorazepam online. Lorazepam dose. No prescription Lorazepam online. What is Lorazepam. Buy Lorazepam without prescription. Lorazepam schedule. Lorazepam wiki. Get Lorazepam. Cheap Lorazepam no rx.

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Buy Xanax Without Prescription, Can you, your company or your president be considered thought leaders in the digital era without a blog?  You can't be taken seriously by business audiences unless you have a blog in the mix.  A blog is your delivery mechanism to share your insights consistently.  And, while it is certainly possible to do business without a blog, having one is the key ingredient for establishing and sustaining your expertise and knowledge on specific topics. About Xanax, But launching and running a company blog is not easy.  It's not as simple as writing posts on a regular basis because a blog has to provide value on a regular basis.  Blogs are the fabric of online communication, serving as outright thought leadership vehicles and behind-the-scenes content management systems.  They require a time commitment, buy Xanax online cod, After Xanax, serious thought and far more than merely regurgitating the latest stats or trends about their industries - your readers want your opinion and analysis.

So what are the key points in a successful company blog?  Here are a few of mine:

1. Relevant content that provides insight, online buy Xanax without a prescription, Rx free Xanax, perspective and information. At its core, is Xanax safe, Xanax no rx, a company blog has to deliver its readers relevant information they can use to increase their knowledge, learn new things or receive insight that makes a difference.


2. It needs to be well written, Xanax price. Xanax used for, A blog with spelling and grammatical errors reflects badly on the person writing it and their company. Also, blog posts need to have a good flow and provide an engaging narrative that makes it easy to read, Buy Xanax Without Prescription. This is particularly important given many people scan content online as opposed to reading it, real brand Xanax online. Xanax pictures, This is why a good headline is so important to capture someone's attention.


3. Posts have to happen on a regular basis. It could be one, two or five posts per week, order Xanax no prescription. Xanax without prescription, Whatever your editorial plan, it needs to be consistent to establish expectations within the company and among the blog's readers, effects of Xanax. Discount Xanax, The worst thing a company can do is post four or five times a week for a few weeks, and then once a week or not at all afterward, is Xanax addictive. Buy Xanax Without Prescription, When the audience doesn't know what to expect, they start to drift away.


4. Respond to industry issues, competitive stories and customer concerns. Online buying Xanax hcl, Customer service and public relations have never been more important; a bad story can spread around the web's social network at the speed of light. Your blog becomes a responsive outlet to explain your side of any story and douse the fires of negative activity or accentuate the positive.


5. It can't operate as a standalone entity, order Xanax from United States pharmacy. Purchase Xanax for sale, A blog needs to be supported and nurtured within a company. It needs to be actively promoted within communications, comprar en línea Xanax, comprar Xanax baratos, Where can i cheapest Xanax online, marketing and sales collateral, business cards, online buying Xanax, Xanax brand name, letterhead and e-mail signatures.


6. The blog and its content should also be promoted on social media services such as Twitter, Facebook, purchase Xanax online no prescription, Buy Xanax without a prescription, LinkedIn and e-mail notification to targeted customers, influencers, purchase Xanax online, Cheap Xanax, media and other friends of the company. A blog needs to be seen as an integral part of a company's brand and identity as opposed to be left alone to its own devices.


7. Search engine-optimizing your content is important in bringing in search visitors as well as direct traffic, Buy Xanax Without Prescription. The more linkable your blog and website, buy Xanax no prescription, Xanax steet value, the better your search results will be. Very often traditional websites are difficult to link to and not easy for search engines to index, Xanax cost. Buy cheap Xanax, This can be due to the blog or website's structure, the software it's built with, Xanax dosage, Xanax maximum dosage, or its overly complex URLs. Blogs are almost always superior in this respect.


8. A company blog needs to be integrated into the blogosphere and the blogging community. The people writing a blog need to be reading and commenting on other blogs, kjøpe Xanax på nett, köpa Xanax online. Xanax long term, You can't write a blog in isolation otherwise there are no connections with the "outside" world.


9. It needs to look good and have a user-friendly design. As much as a company will spend time and money to create a good Web site, its blog also needs to be functionally and attractive. It is a public marketing vehicle that reflects a company's brand, culture and approach to business.


10. A good blog should follow best practices by including things such as an RSS feed (both through RSS reader and via e-mail), information about the writers, the ability to leave comments, links to social media services, and links to other company resources.

Finally, I'm a big believer that ideas flourish when you're out and about talking to customers, industry gurus and other people about their ideas, interests, thoughts and business endeavors.  As much as you can get many ideas from reading online, socializing is a great way to stimulate the mind and idea generation.  Many of mine come from the traditional newspapers like the Wall Street Journal or USA Today.

These are my thoughts to a successful company blog.  What are some of the other things that a good company blog should feature.

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Ambien For Sale, Despite the fact blogs no longer have a lot of social media sex appeal, they remain an integral part of the landscape because they offer companies valuable ways to deliver insight and information to customers, employees, partners, both traditional and social media, investors and suppliers.

A few weeks ago, Ambien australia, uk, us, usa, Online Ambien without a prescription, I asked the question to my LinkedIn groups, "Should companies blog?".  Not only did I get a unanimous ‘yes, Ambien over the counter, Ambien gel, ointment, cream, pill, spray, continuous-release, extended-release, ' but my LinkedIn peeps said they serve as an online soapbox where they can offer unprecedented opportunity to deliver the company's slant on topical issues that impact them.  Used wisely, the blog can galvanize customer opinion, my Ambien experience, Ambien from canada, humanize executives and showcase their expertise and market knowledge, and generate buzz around products or services while eliciting feedback as well as collaboration from product evangelists.   

Before I delve into the reasons a blog makes sense for companies, Ambien class, Ambien from mexico, let me address the most common issue marketers raise when the subject of social media comes up:  what's the ROI.

To some extent, where can i find Ambien online, Taking Ambien, the question is irrelevant.  A WordPress blog is free, plus staff time, Ambien pharmacy, Ambien natural, and if even a few customers are kept aware of what's going on in your development or service organization as a result, the cost is cheap.  Look first at the "I" factor in ROI, buy no prescription Ambien online, Ambien alternatives, because it may make the decision moot.  At its most basic level, the blogging question is a choice between competitive necessity and competitive advantage - if you're not visible, Ambien dangers, Where can i order Ambien without prescription, you're invisible, and that's competitive necessity. 

So how am I going to measure and what am I going to get for blogging, Ambien description. Buy generic Ambien,

• Traffic growth - increase in click-through to the company website


• Customers and other visitors are spending more time on the site


• Search-engine ranking are improving on relevant keywords


• Blog is generating comments from customers


• Media citations are increasing since launching the blog


• Overall media coverage has increased versus competitors

Search engines love frequently-updated information, and that's one reason blogs do so well on them.  Blogs are a particularly effective tool to establish presence in new markets where there isn't a lot of content already on the Internet.  The more you use the keywords that are important to your customers, Ambien reviews, Ambien over the counter, the better you'll do in search.

Another significant reason for a company to blog is the downsizing of editorial news rooms.  Publications are shrinking in pages, kjøpe Ambien på nett, köpa Ambien online, Ordering Ambien online, some are going out of business, and others such as BusinessWeek are being sold to serve totally different purposes.  Companies can enhance their traditional media efforts by blogging to tell their story directly with their customers, discount Ambien, Ambien street price, their influencers, and other targeted audiences, Ambien canada, mexico, india.

Now that I have the ROI question somewhat answered, let me give you the reasons from my LinkedIn groups on why companies should blog:

• Customer relations - Blogs, discussion boards and other forms of interactive media are the most cost-effective customer feedback mechanism ever invented, Ambien For Sale. Ambien treatment, The best reason in the world to blog is to engage in a conversation with customers and their influencers who care about your company and products. Even if there are only two of them.


• Media relations - If you launch a company blog, Ambien australia, uk, us, usa, Ambien from canada, you will automatically go to the reading list of every journalist who covers you. And if you do it right, buy Ambien from canada, Generic Ambien, they will actually want to read you. Contrast this with press releases, after Ambien, Buy Ambien no prescription, 90 percent of which go into the trash, unread, real brand Ambien online, Online buy Ambien without a prescription, in my experience.


• Tell your story - Telling your story can take many forms. Ambien For Sale, At its most basic level, a blog or podcast is a chance for your executives to speak directly to their constituents, almost as if the media isn't listening. General Motors used the Fastlane blog effectively in this way, buy no prescription Ambien online. Chrysler has a site, TheFirehouse.biz, that it uses to criticize the oil industry, a favorite target for auto makers. The bottom line on telling the story, as in almost anything in the blogosphere, is to be passionate.


• Tackle an issue - A small number of companies have used blogging not to market themselves so much as to take a stand on controversial issues or just to provide knowledge where the information presented is part of the solution.


• Feed a frenzy - If you're fortunate enough to have a rabid customer base, a blog is an inexpensive and effective way to stoke the fires of that passion.


• Promote a product - A trickier but by no means off-limits reason to blog is to promote a product or service. You need to keep the blog focused and provide journalistically-written and relevant information the customer needs and wants in doing his/her due diligence.

A lot of companies use blogs to address problems in the business or to just tell the company story.  General Motors aggressively pushes the troubled company to tell its story through social media.  A decision not driven by a hard ROI but the company did have a goal in mind: to talk to customers and the media during a very tough time for the business.

So should a company blog?  The answer lies in these question, what is the value of sharing relevant information and opinions about your company and products to your customers and their influencers on a regular basis.  What about a crisis situation?  Is it better to have already started a dialogue with your stakeholders or wait until a reputation-damaging memo about the company has gone "viral" on you. I hope you have your answer.

My next blog will address some of the key ingredients for a successful company blog.  What do you believe are some of the key practices for a successful blog.

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Phentermine For Sale, Awhile ago, I read an article in the Wall Street Journal on a law firm using social media to connect with potential class-action plaintiffs.  My first impression was what a smart company using a great strategy with a win-win benefit for all involved - the law firm, the people facing the problem (the target audience), the media (the influencers) and others who have an interest in the problem (companies that can help solve the problem) with advice on a solution. Get Phentermine, I decided to take a closer look at the www.chinesedrywallproblem.com information site.  There I saw many approaches used that represent viable marketing lessons for businesses of all types.  The website created widespread public awareness around the problem of toxic Chinese dry wall and assisted affected homeowners on multiple levels while generating valuable exposure for the law firm and facilitating relations with potential clients.  The law firm is now considered the expert.

Not all businesses can easily link their marketing efforts to a particular problem or an industry issue where education is a significant part of the solution.  I believe with the right strategy, Phentermine maximum dosage, Phentermine from mexico, though, along with some specific social media tactics, buy Phentermine online cod, Online buying Phentermine, launching a company-sponsored resource site with an issue-driven blog can establish the company as a trusted authority in specific markets.

How can you become an industry expert and drive business?

The first step is identifying a problem or an industry-changing issue that requires advocacy in assisting people in finding the right solution.  It needs to be a specific issue that a lot of people are going through with all the same needs, Phentermine without prescription, Phentermine pharmacy, needing the same information...and you have the expertise to provide relevant, "journalistically-pure" information about all the possible points of interest, Phentermine wiki. Fast shipping Phentermine,  

Not so long ago, if you wanted to accomplish this, purchase Phentermine, Phentermine class, you would have to go to the media and hope somebody listens and that your message would get out there.  Today, we have a quicker, Phentermine description, Phentermine online cod, better way of informing the masses or even a highly targeted audience:  You need to be quick to market in "owning" the search engine optimized key word or phrase URL. 

The following six-step plan will help make your resource site a success:

Step 1: Set your objectives and how you will measure success.

You should never move off the starting mark without clear and measurable business goals.  Measurability doesn't always mean revenue, but that's always a good place to start.  Make sure you have a dashboard to help you communicate the success of the campaign when your C-level management inquires, cheap Phentermine.

Step 2: Generously offer relevant information of value first and foremost.

Both the blog and the resource site should be content rich, with useful information that benefits all affected parties, not just your firm and customers.  Include an overview of the issues and historical information, current and breaking news, a current assessment of the situation facing the target audiences.  Set up Google alerts for 50 related terms, all of which are directed to a shared RSS reader so a team can quickly collaborate and post new information as soon as it's available.  It is extremely important to make it available to everyone for free almost immediately, Phentermine For Sale. Buying Phentermine online over the counter, Step 3: Work with the Media

Embarking on a full traditional PR campaign will raise awareness for the issue in general, as well as for your company, Phentermine gel, ointment, cream, pill, spray, continuous-release, extended-release, Phentermine coupon, and the newly launched blog and resource site.  The comprehensive information offered to the media via the blog and site will help position your company as a credible go-to source for information on the issue.  Plus, the more coverage you receive, Phentermine long term, Buy generic Phentermine, the more the credibility the company gains.

Make yourself available for all media interviews, order Phentermine online overnight delivery no prescription, Phentermine samples, no matter how last-minute.  Take the time in advance to make sure your media presentation resonates with your target audiences and is not weighed down with company sales or marketing speak that could cause people to tune out.

Step 4: Focus on SEO

Search engines are often the first place people turn to when seeking information on any issue, doses Phentermine work, Where can i order Phentermine without prescription, so both paid-search advertising and search-engine optimization (SEO) should be employed, eventually replacing paid search once the site's natural ranking starts to rise.  Upload all media coverage featuring your company to the site so that those stories will continue to be accessible if the media outlets later remove them from their own sites.  Also, australia, uk, us, usa, Purchase Phentermine online, optimize any video clips by including popular terms in the associated meta and description tags.  Metadata for each page, such as the URL strings on top all H1 and H2 tags, generic Phentermine, Real brand Phentermine online, is similarly optimized.

Step 5: Use social media networking tools to spread the message and build audiences.

• Twitter - A real-time information network that connects you to the latest information about your problem or issue.


• LinkedIn - The world's largest professional network that links you to your trusted contacts.


• LinkedIn Groups - A central place for LinkedIn users to form communities around professional interests.


• Facebook Fan Page - Provides a custom landing page for the problem or industry issue that is indexed online.


• Wikipedia - A web-based, Phentermine no prescription, Rx free Phentermine, collaborative encyclopedia site to educate stakeholders about the problem or industry issues.


• YouTube - Create your own channel for your specific issue on this free video-sharing website.


• SlideShare - The world's largest community for sharing business presentations and documents. The files are indexed by Internet search engines and enhance the search engine ranking of the presentations and documents.

Step 6: Create alliances with other companies

Create alliances with various other companies involved in the problem or industry issue.  You should treat the site as an industry forum and allow those who don't compete with your business to add their logos, Phentermine pharmacy, Phentermine reviews, white papers, guest blogs and other relevant information, Phentermine alternatives. Buying Phentermine online over the counter,     

 When all is said and done, you will have educated your stakeholders and positioned yourself as the industry expert.  And hopefully, purchase Phentermine, Fast shipping Phentermine, you will have generated partners you did not have before and increased your company's revenue.

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