Nothing sells like a photo of a happy customer using your product or showing the fruits (and vegetables and flowers!) of their gardening labor. I’m always amazed at how few companies make a concentrated effort to encourage customer photo submissions. Here are a few tips on how to go about it: (Click on the headline for more…)
Mind Your Blog Etiquette
One thing that stops some people from blogging is being unsure about proper blogging etiquette. Here are a few guidelines: Be transparent. Speak in an authentic voice, about real situations. Just don’t divulge any information that was given to you in confidence. Reference others. Most bloggers love to be mentioned, even quoted directly, in other […]
Using Marketing Personas
Today there’s a popular trend towards marketing with personas – fictitious customers, each representing a different market segment. When developing personas for your business, there are lots of variables to consider, such as age, geographic location, education, experience with your products, whether they’re avid Internet or social media users. The benefits you provide, offers you make, and media you use to communicate is likely to differ from one persona group to another.
For instance, a company selling a self-contained raised bed gardening system may have personas such as: (Click on the headline for more…)
What’s Ahead For Online Marketing?
While catching up on trade reading, a comment in the Publisher’s Letter of Internet Retailer magazine caught my eye. While describing the new Internet Retailer website, publisher Jack Love noted that “Soon we’ll be presenting video of interviews with industry experts that we record in a studio just completed in our new corporate office. Video […]
Identifying Keywords That Signal Shopping Behavior
When it comes to building a keyword list, it helps to pay attention to wording nuances that suggest whether or not a searcher is in buying mode. Conventional wisdom says that people start a very broad search term, such as tomato plants and then get progressively more specific as they get closer to buying, first with […]
