Monday, May 19, 2008

What Every Tech Company Should Know About Trading White Papers for Leads

Just read a great article that addresses lead generation and white papers. Roger Warner makes a great case for ditching the carrot method of trading email addresses or login info for white papers.

I’ve clipped some of the insightful tid-bits below. Thanks Roger!

Insight #1: “For B2B web sites, the content that really matters in terms of positioning and prospecting isn’t your ‘markitecture’ pages - your product and services descriptions, corporate histories and such…. it’s your ‘thought leadership’ pages - the places where you express opinions and ideas rather than features and benefits.”

Insight #2: “Furthermore, what of the people that you lose along the way? To me, a commitment to form-filling is no great measurement of the quality of a sales lead. A far better tactic is to set your thought leadership content free and give people more ‘opportunities to engage‘ with who you are and what you stand for.”

Warner continues, “Let’s face it, most of us are commitment-phobes when it comes to the web anyway. Why not just accept this fact and move on?”

Here are Warner’s review questions for evaluating your own white paper exchange process:

“Ask yourself:

  • What’s your most valuable and engaging content?
  • Do you make you accessible enough?
  • What’s the upside of providing more opportunities to engage with it?
  • What’s the downside of removing a subscription line?
  • How scientific is your answer to the previous question? (Gut feeling, conventional wisdom, or based on small side-show experiment and validated by stats?)”

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Tuesday, May 06, 2008

When to Blog: What Everyone Should Know

Most progressive companies are now blogging to drive thought leadership, manage public relations, sell products and provide customer service. Most simply post when they can.

A new study discovered that there are advantageous and disadvantageous times during the day and week to blog.

Ah data analysis. I love it.

In a nutshell (hey, I’m in a nutshell get me out of here)… here’s what they found:

After lunch, between 1:00 PM and 3:00 PM (PST – Pacific Standard Time) is the best time to post on any given week day. Between 5:00 PM and 7:00 PM is also good (after work). Thursday is the best day.

What’s the worst time to post? Between 3:00 PM and 5:00 PM PST on the weekends. Everybody’s out doing something else. That makes weekends a good time to get posts together and then schedule them for posting on weekdays in the optimal time slots.

Now get out there and post.

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Saturday, January 12, 2008

Me Blogging About RSS Photo Feeds -- Are You Blogging about Your Products?

If you’re interested in technology trends, I wrote an article for D-Link about RSS photo feeds. This kind of application is simple, like ring tones – hence the title of the article. Yet it’s so much more clever and elaborate.

I write blog posts for D-Link from time to time, and this is the latest one. Which reminds me… are you blogging about your products and services? It’s a great way to communicate with consumers, explore new ideas and uses for your products, and learn from your user/consumer community.

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Sunday, July 22, 2007

Quick Blogging Tool for Marketers that Blog - Blogger Bar :: Firefox Add-ons

Blogger Bar :: Firefox Add-ons

This is a handy little tool that allows you to write quick blog entries about a page that you're visiting. I used it to create this post. You simply click the "blog this" button, and it pops up your Blogger account, with the title and link fields all set.

As a marketer/writer, you should always be blogging, posting and generally writing about your personal expertise to generate interest in your business and establish your authority. This makes it quick and easy.

The more you tell (even indirectly), the more you sell.

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