0New Marketing -- Social Media, Blogs, Podcasts and more12:00:00 AM0M/d/yyyy1041truetruefalse81Provide valuable information in every post11/11/201012/2/2010160days0638041truetruefalse88Integrate with the rest of the blogosphere - comment on other blogs, let someone else's post start a conversation on your blog, etc.11/16/201012/2/2010130days0649041falsetruefalse89Customize your blog11/15/201011/15/201010days0065100089truetruefalse90Include your logo and colors11/15/201011/15/201010days0660089truetruefalse91Include relevant links that people can use to find out more about you/your company on a sidebar11/15/201011/15/201010days0671041truetruefalse92Mention your blog in your newsletter11/15/201011/15/201010days06811041truetruefalse94List your blog with Technorati (a blog indexing site)11/15/201011/15/201010days0691200falsetruefalse8Use news releases10/12/201012/20/2010500days00706008falsetruefalse9Create an online media room on your website - make it easy to get to using main navigation11/22/201012/20/2010210days00710009truetruefalse10Have a page for each press release you write in your online media room11/22/201011/22/201010days072009falsetruefalse105Have an online media kit (press kit) in your media room to help journalists who are writing about your company11/22/201011/26/201050days0073100105truetruefalse106Include case studies of how customers use your product in your press kit11/22/201011/26/201050days074009truetruefalse103Make news releases in online media room printer friendly11/29/201011/29/201010days075209truetruefalse104Once you have a fair amount of news releases, think about categorizing them in your online media room to optimize for browsing12/20/201012/20/201010days076308truetruefalse71Consider making an editorial calendar for the next year - what will you write news releases about? For whom (which buyer persona)? When?10/12/201010/12/201010days077108falsetruefalse16Write at least two news releases per week - big news is great, but write about small news as well12/1/201012/1/201010days007820016truetruefalse51Write news releases that are real end-user (customer) stories12/1/201012/1/201010days0790016truetruefalse15Create a funny 'joke' press release for April Fools day12/1/201012/1/201010days0801016truetruefalse17Write releases that are tied to holidays12/1/201012/1/201010days0812016truetruefalse18Write educational and informative releases12/1/201012/1/201010days0823016truetruefalse48Create releases that appeal directly to your buyers12/1/201012/1/201010days0834016truetruefalse49Use keyword rich language and optimize your releases for search engines12/1/201012/1/201010days0845016truetruefalse50Put links to your site in your release (this will increase your search engine ranking)12/1/201012/1/201010days0856016truetruefalse74Remove gobbledygook from your writing (we reccomend gobbledygook.grader.com)12/1/201012/1/201010days0867016truetruefalse102Add social bookmarking to your news release (see news release checklist at pr-squared.com)12/1/201012/1/201010days087808falsetruefalse98Think about where you want to send your news release12/3/201012/3/201010days008830098truetruefalse99For larger news releases, send them through one of the news release wire services (for a fee)12/3/201012/3/201010days0890098truetruefalse100For smaller news releases, send them through a free news release service (we like prlog.org)12/3/201012/3/201010days0901098truetruefalse101Simultaneously publish news release to your website12/3/201012/3/201010days091208truetruefalse52Pay attention to major news events where your product would be useful. Consider giving it away to effected people for a limited time, to gain publicity12/3/201012/3/201010days00924008truetruefalse107Create a page offering journalists an interview with executives in your company and a trial of your product - link to this page from each news release12/6/201012/10/201050days09350000falsetruefalse19Use social media12/6/201012/8/201030days00947019truetruefalse34Think of the web as a city, and social media as a cocktail party. Blabbing about your product won't make you popular; making friends and giving information will12/6/201012/6/201010days035950019truetruefalse35Read a story about successful use of social media: Facebook group drives 15,000 people to the Singapore Tattoo Show in January 200912/6/201012/6/201010days0203434|-1961019truetruefalse20Create a fun Facebook page about your company or product12/7/201012/7/201010days0783535|0972019truetruefalse78Use Twitter - but DON'T use it to advertise and offer deals12/7/201012/7/201010days0792020|-1983019truetruefalse79Consider using other social media sites like LinkedIn, MySpace, Squidoo, etc., but don't waste your time trying to have a place on every site12/8/201012/8/201010days07878|099400falsetruefalse23Use email newsletters and marketing12/9/201012/9/201010days01008023truetruefalse24The majority of the emails you send should contain no sales pitch - instead, send alerts about new content and give tips12/9/201012/9/201010days0101000falsetruefalse45Use audio and video12/20/20101/13/2011190days0010290045falsetruefalse46Encourage customers to produce videos about your product 12/20/201012/20/201010days0010300046truetruefalse114Check out some examples: YouTube videos about people trying to break Nalgene bottles, Mentos and Diet Coke video12/20/201012/20/201010days01040046truetruefalse13Think about what would be funny, exciting, interesting enough about your product for people to want to create videos about it12/20/201012/20/201010days01051045falsetruefalse115Podcasting12/20/201012/31/2010100days00106100115truetruefalse95Analyze current equipment and see if new equipment is needed. You will need a way to record and edit audio files12/20/201012/20/201010days0096107000115truetruefalse96Decide whether to purchase new equipmentand create podcasts, or to focus on other methods12/20/201012/20/201010days09595|-110810115truetruefalse47Interview interesting people in your industry and offer the interviews on your website and as audio podcasts in iTunes12/21/201012/31/201090days01092045truetruefalse69Host informative webinars for your customers1/3/20111/13/201190days01102045truetruefalse116Create informative video content12/21/201012/21/20101days01113045truetruefalse97Think about where to share content: YouTube, Vimeo, iTunes, your website, your blog, your news release12/21/201012/21/201010days0112400falsetruefalse53Monitor your success1/3/20111/3/201110days0011310053truetruefalse54Use Alexa.com to see how hot your site is based on various keywords1/3/20111/3/201110days01140053truetruefalse77On your website, create easy ways for customers to contact you and give you feedback1/3/20111/3/201110days01151053truetruefalse93Measure site traffic and traffic to individual blog posts - learn which sites people come from, which search terms they used to find you, etc.1/3/20111/3/201110days0116200falsetruefalse32Think about your marketing program overall10/11/201010/12/201020days00100032truetruefalse109Analyze what you are currently doing. Make a list10/11/201010/11/201010days03320032truetruefalse33Go to the Goals section and establish your marketing program's goals10/12/201010/12/201010days0109109|031032truetruefalse72Embrace citizen journalists - give a blogger who wants to write about what you are doing the same respect as someone from CNN10/12/201010/12/201010days04200falsetruefalse21Analyze your buyer personas (see note)10/13/201010/29/2010130days010510021falsetruefalse25Write answers to the following questions:10/13/201010/13/201010days00600025truetruefalse26Who is my audiance?10/13/201010/13/201010days05970025truetruefalse27How do I reach them?10/13/201010/13/201010days05981025truetruefalse28What are the problems I can help them solve?10/13/201010/13/201010days05992025truetruefalse29How can I entertain them and inform them at the same time?10/13/201010/13/201010days059103025truetruefalse30What content will compel them to purchase what I have to offer?10/13/201010/13/201010days059114021truetruefalse59Start with segmenting your market into 3-6 distinct categories, based on how they use it, why they buy it, and other important traits10/14/201010/14/201010days05826;27;28;29;3026|0;27|2;28|2;29|2;30|2121021truetruefalse58Give specific names to your buyer personas10/14/201010/14/201010days0225959|-1132021falsetruefalse60Know as much as you can about each buyer persona - write their biographies!10/15/201010/15/201010days0058|01430060truetruefalse61What are their goals and aspirations?10/15/201010/15/201010days0150060truetruefalse62What are their problems?10/15/201010/15/201010days0161060truetruefalse63What media do they rely on for answers to their problems? Pay attention to this media10/15/201010/15/201010days0172060truetruefalse64How can we reach them?10/15/201010/15/201010days0183060truetruefalse65What words and phrases do buyers use?10/15/201010/15/201010days0194060truetruefalse70Think about what each group really buys from you (example: Volvo doesn't just sell a car, it sells safety)10/15/201010/15/201010days0205021truetruefalse67Interview your customers10/18/201010/29/2010100days002140067truetruefalse110Choose customers to interview from each buyer persona10/18/201010/18/201010days0112220067truetruefalse112Email or call each customer to request an interview10/18/201010/19/201020days0110110|-1231067truetruefalse68Generate a list of relevant questions for interviews10/19/201010/19/201010days0111242067truetruefalse111Interview: use these interviews to confirm or change your biographies of each buyer persona10/20/201010/29/201080days06868|025300falsetruefalse11Create a website for your customers10/12/201011/5/2010190days002620011truetruefalse12Create a place on the home page for customers and interested viewers to sign up for an email newsletter10/12/201010/12/201010days0270011truetruefalse55See what you can give away for free - this will bring customers to your site, where some will also buy your products10/13/201010/29/2010130days0281011falsetruefalse14Optimize your site for browsing (e.g. Amazon.com uses customer rankings and a section called "Customers who bought this item also bought")10/18/201011/5/2010150days002920014truetruefalse113Make navigation easy and intuitive10/18/201010/21/201040days0300014truetruefalse31Include tips and articles that encourage visitors to spend time on your site, learn about relevant topics, and enjoy visiting your site10/18/201011/5/2010150days0311014truetruefalse75Include some personality in your site10/20/201010/29/201080days0322014truetruefalse76Include original, exciting photos, but don't use stock photos10/25/201010/29/201050days0333011truetruefalse22Create content for each buyer persona you have identified - visitors want content that describes their issues or problems and details how to solve them10/22/201011/3/201090days05858|5343011truetruefalse57Include lots of detail on pages about your products; including testimonials, photos, concepts, how the product solves buyer's problems10/22/201010/29/201060days0354011truetruefalse73Encourage interactivity through forums, voting, commenting, surveys, free content, social media tags, etc.10/22/201010/29/201060days036500falsetruefalse37Use search engines optimally11/1/201011/4/201040days003730037truetruefalse38Conduct Wikipedia searches on your organization's name, important brand and product names, your CEO, etc.11/1/201011/1/201010days039380037truetruefalse39Check Wikipedia articles for accuracy, but don't manipulate the entries11/2/201011/2/201010days0403838|0391037truetruefalse40Create new Wikipedia articles on niches that you have expertise in -- but make sure that you aren't directly promoting a product or service11/3/201011/3/201010days03939|0402037truetruefalse66Think about keywords while writng content for each page on your site11/4/201011/4/20101days0413037truetruefalse108If you choose to use search engine advertising (i.e. Google Adwords), create landing pages that make sense for each search term11/4/201011/4/201010days042400falsetruefalse1Join the blogosphere10/11/201011/15/2010260days00434001truetruefalse2Identify important industry blogs10/11/201010/11/201010days0544001truetruefalse3Dowload an RSS reader (we recommend FeedDemon, and it's free)10/12/201010/12/201010days0445101truetruefalse4Subscribe to industry blogs using RSS reader10/12/201010/12/201010days0633|-146201truetruefalse5Read industry blogs regularly - read at least several entries10/13/201010/29/2010130days04122|147301truetruefalse6Start commenting on blogs that you find interesting (make sure that you understand blogging etiquette by reading blogs first)10/20/201011/5/2010130days04444|548401truetruefalse44Leave a virtual calling card when you comment on blogs - usually your own URL. This allows people to find out about you and your company10/20/201011/5/2010130days066|-1349501truetruefalse36Monitor what people are saying about your company on blogs, forums, and Twitter - use Technorati and Google Blog Search to search blogs10/25/201011/5/2010100days050601truetruefalse7Consider offering free copies of your product to important bloggers in your industry11/1/201011/15/2010110days051700falsetruefalse41Create your own blog11/8/201012/2/2010195days0055|55250041truetruefalse80Think about who you want to reach - buyers, existing customers, influencers, analysts, the media11/8/201011/9/201020days082530041truetruefalse83Consider using easy-to-use blogging software like TypePad or WordPress11/8/201011/10/201030days0541041truetruefalse84Choose a URL for your blog (we like yourcompany.com/blog)11/10/201011/10/201010days0552041truetruefalse82Name your blog and create a tagline11/10/201011/10/201010days08080|0563041truetruefalse42Allow readers to leave comments. Creating a conversation is great and opinions that are different from yours are ok11/11/201011/11/201010days005740042truetruefalse43Reserve the right to remove inappropriate comments (spam, profanity, etc.)11/11/201011/11/201010days0580041falsetruefalse56Use social bookmarking and social media widgets to allow people to share your posts (we like sharethis.com)11/11/201011/11/201010days005950056truetruefalse86Add social media tags for Technorati, DIGG, Del.icio.us11/11/201011/11/201010days0600041truetruefalse85Include trackbacks in your blog for other bloggers11/11/201011/11/201010days0616041truetruefalse87Add RSS capability and email subscription capability - this allows readers to follow your blog more easily11/11/201011/11/201010days0627211110Profitable revenue growth21Generate new customers32Keep current customers1Think about the buyer personas that a tricycle company sells to. The tricycle is used by children, but bought by adults. The buyer personas include:
1. Parent. Parents want to buy a tricycle as a precursor to a bike, and know that their child won't use it for very long. They often choose less expensive models.
2. Grandparent. Grandparents want to give the best gift to their grandchildren. They are likely to spend more money on tricycles that look fancier.
3. Preschool. Preschools often bulk order tricycles. Schools look for the hardiest tricycles, as they get lots of use by lots of children (hopefully for a long time).
These three groups each have very different motivations for purchasing tricycles, and should be mareketed to differently.07:7;1:1