Monthly Archives: October 2008

Which of your departments is strangling you?

I couldn’t say it better myself, so I won’t even try.

Check out Which of your departments is strangling you?, an article by Donor Power Blog.

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10 Questions to Ask Before You Begin Blogging

Joe Pulizzi, founder of Junta42, recommends 10 questions to ask before you begin blogging.

1. Who are your primary and secondary targets for your blog?

2. What do you want to tell them?

3. Do you understand what the key informational needs of the audience are?

4. Are you reading other blogs on that topic, and ones targeting your customers and prospects?

5. If you are reading, are you leaving comments that add to the online conversation on the blogs you cover?

6. Do you have a firm grasp on the types of keywords to focus on that would be relevant to your blog?

7. Do you follow those keywords on Technorati and Google Blog Search? Do you have alerts set up around those keywords at Google Alerts? (or possibly even use a reputation management system?)

8. Can you commit to blogging at least two-to-three times per week? (consistency is key, based on the expectations you set with your audience)

9. What is your ultimate goal in starting a blog? In one year from when you start blogging, how will your life be different?

10. Are you looking at blogging as a challenge or something that could be fun?

I love Seth Godin

I was first introduced to Seth Godin in my Interactive Advertising class at the University of Texas at Austin, where we read Permission Marketing.

Within the past year, I began reading Seth’s blog, and I have grown to think he is such a great author, entrepenuer and marketing/business genius.

I just finished watching his recent interview on New Perspectives on Business, and I am totally in love. I hope I grow up to be Seth Godin one day (minus the glasses).

Reasons to Utilize Analytics in a Down Economy

Okay, I stole these talking points from Leveraging the Weak Economy, a ClickZ article, but assumed it was relevant for organizations that may not want to spend more money right now, but are looking for ways to be effective online.

As resources and budgets continue to tighten, there will be a need for greater accountability – companies will need to justify why they are spending money online.

Jason Burby suggests focusing on analytics and site optimization to increase a web channel’s ROI and outlines how marketing executives can position the argument for analytics to the stakeholders in their organization:

» Define site goals by outlining desired behaviors

» Assign a dollar value to the different behaviors

» Determine the potential impact that each initiative can return

» Start testing – especially for different ways to solve the highest potential ROI opportunity

So, if you have a limited budget, but want to make an impact with the dollars they invest – turn to analytics. Assess your current activity and potential on future initiatives.

The RFM Model

An article titled Really Simple E-mail Segmentation: Engaging Your VIP Customers from ClickZ spoke to the importance of the RFM model and using it to speak to your VIP customers. Here is a quick summary of this informative article:

What is the RFM model?
» Recency. When was the last order placed?
» Frequency. How many orders have been placed over a given period?
» Monetary. What is the monetary value of these orders?

By scoring customers on these three attributes, you can subsegment this group and identify your most valuable customers.

Since these are the people who are taking the action you want (conversion by filling out a form or completing a transaction), think about how you can both reward them and encourage them toward more of the same behavior.

Possibilities include asking them to refer your organization, write a testimonial and/or product reviews.

Suggestion Box

I stumbled upon a website called SuggestionBox.com.

By utilizing this tool, you can:
» Integrate a suggestion box on your website using a widget or API
» Receive feedback from your users that comes directly to your inbox
» Categorize your responses in a easy-to-understand format
» Let your consumers know you’re responding to their feedback with personalized messages or RSS feeds

Think about the value of having consumer feedback, reacting to it and notifying them that you’ve improved your organization based upon their suggestion.