Improve Email Click-throughs: Strip Down To The Essentials
January 29, 2012 on 9:50 am | In Marketing Strategy | No CommentsBefore you hit the “send” button, examine every element in your email. Are you always including some sort of branding frame? Why? Will it drive response? Ask yourself why images, art, repeated logos, etc. are in your email. If they don’t support the call to action, remove them. [It goes without saying - test first!]
Don’t Suppress APO/FPO Addresses!
January 22, 2012 on 3:33 pm | In Marketing Strategy | No CommentsThink again if you routinely suppress military addresses from your mailings. I find they often outperform other states (perhaps because so many mailers suppress those addresses and they don’t get as much mail).
Technology Tuesdays
January 16, 2012 on 9:41 pm | In Marketing Strategy | No CommentsOffer short weekly classes to be given by in-house experts in new technology topics. I attended one of these at a client’s office and learned how to process credit cards on a mobile device (Square). Support from senior managers is critical.
Old Media Worth Testing
January 9, 2012 on 8:09 pm | In Marketing Strategy | No CommentsIf you have a special interest title that closely aligns with a radio program, a cable television program, a magazine, etc. it might be worth testing some advertising. Often these media outlets will help with creative and negotiate good deals for a new advertiser.
Reconstitute Content for Mobile Apps
December 25, 2011 on 5:26 pm | In Marketing Strategy | No CommentsDo you have more than one title in the same special interest area? Rather than develop a mobile app for each title, think about how content can be reorganized to be more useful in a mobile environment. For example, if you publish 3 women’s magazines, split up fashion (or decorating or cooking) from all three into one mobile app. While you do have to worry about your brand, don’t worry about replicating the magazine experience. Concentrate on exploiting what mobile users are looking for -what do they need while they’re moving around??
Test Your Emails On Mobile Devices
December 18, 2011 on 3:03 pm | In Marketing Strategy | No CommentsJust as you test your emails with the most common email providers (Gmail, etc.), be sure to test your emails in mobile formats — Android and IPhone at the very least. Talk tot your email provider about what they’re doing to keep up with mobile email formats.
Comments on Social Media Accounts
December 11, 2011 on 1:40 pm | In Marketing Strategy | No CommentsDo you have a firm policy in place for replying to comments from customers on your social media accounts? How do you handle criticism? Who replies?
Linking Subscription Orders & Customer Service to Facebook
December 4, 2011 on 10:23 am | In Marketing Strategy | No CommentsMake sure you add subscription order and customer service links to your Facebook accounts.
PPC Ads
November 27, 2011 on 8:18 pm | In Marketing Strategy | No CommentsIf you use PPC ads, add “Official Site” at the top of your ad to give an edge over competing advertisers.
Common Mistake #10: Lack of Analysis
November 20, 2011 on 5:48 pm | In Common Mistakes | No CommentsIf you don’t know the p/l of all your marketing endeavors, you cannot make good decisions about how to spend limited resources. If you don’t have time to do this, analysis can be outsourced (call me for suppliers who do this, if you are interested).
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