Anne Holland

How to Use Networking Tactics to Generate New Business with Old Clients: 6 Tactics

August 13th, 2008
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SUMMARY: Networking is a valuable tool for meeting prospects for business relationships. But this tried-and-true marketing tactic can be just as valuable for doing business with old clients as well.

Find out how a professional services firm networks to develop new opportunities with current clients and keeps them even if they move on to a new company. Includes 6 tactics for never losing a client.

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Adam T. Sutton

Fall in Love with the Usability of Your Website & Email

August 12th, 2008
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Usability does not get enough love. Many marketers consider it a problem for software developers to ponder, not the CMO. The truth is that the usability of your website, email and other media directly affects their performance.

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Anne Holland

SherpaBlog: Should You Become a Marketing Consultant? Quick Quiz

August 11th, 2008

This year, I suspect that marketers are considering becoming consultants more than at any other time in history. It’s due to a confluence of factors, including recession layoffs and insecurities, boomer demographics, and the work-from-home fad.Is consulting for you? Take this quick quiz:

#1. Networking
Are you the sort of person who instinctively networks with other professionals? Do you actively participate in industry associations or clubs? Do you have more than 50 LinkedIn connections? When you attend a live event, do you mingle with people from other organizations and make new connections or do you stick with people you already know?

#2. Self-Promotion
Are you comfortable with selling yourself? Do you promote yourself in your organization currently or is the CEO unaware of how great you are? Do you have a track record of publicizing your accomplishments or professional opinions? Have you done any successful public speaking? Have you gotten any press? Do you have a blog?

#3. Working Virtually
Have you worked from home for long periods before and gotten much more done than you would have at the office? Will your social life and need for human companionship still be satisfied without office interactions? Do you have a room to work in with a door that can be closed and a family who can respect that closed door?

#4. Business Travel
If you are planning on reaching out to clients and prospects that aren’t in your geographic corner, are you able to travel? Do you enjoy occasional travel, despite airport security lines and having to dress up in business-wear? Will your house, pets, kids be able to cope with your disappearance when a client needs you? Do you have the funds to front travel costs when clients won’t pay you back for 30 to 90 days due to accounting cycles?

#5. Power & Control
Consultants often have little control over which of their advice clients actually take and how it’s implemented. Are you OK with this loss of control over the final marketing product? Being subject to a client’s whims can be tough for marketers who are accustomed to having more power.

#6. Administration
Are you any good at paperwork and office management? As an independent contractor, you’ll spend more hours on administration, such as quarterly tax filings, billing, legal paperwork, software installation, and maintaining office supplies than you imagine. Also, will you happily cope if you have computer problems? If you’ve worked in a larger organization for most of your career, and you’re used to full IT, HR, and accounting support, going freelance may be your worst nightmare.

#7. Money
Are you switching to consulting because you strongly suspect the work will be more satisfying? Or is it just to earn some more dough? (People who are primarily driven by money often don’t do well as marketing consultants because their heart’s not in it.) Are you able to say, “You’ll have to pay me for that,” if someone asks you for free marketing advice? Do you have the chutzpah to ask for a decent rate and to raise rates when merited? (Hint: Have you been able to negotiate higher salaries for yourself at past jobs?).

If you answered “Yes” to questions in at least five of the points above, then you may have a consulting future ahead of you.

Next week, I’ll give some tips on how to start your own consulting business. In the meantime, if you’ve tried consulting and have advice for others considering the same path, please post it here. Thousands of marketers are considering becoming consultants this year and they need all the input from the Sherpa community they can get!

Relevant Sherpa article

So, You Want to Be a Marketing Consultant: 10 Personality Traits You Need, 5 You Don’t
http://www.marketingsherpa.com/article.php?ident=30524

Natalie Myers

Canada’s Lead in Online Banking Might Be Key to Marketing Success

August 8th, 2008
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It’s no surprise that Canada leads the world in online banking usage. It’s a testament to information I found while reporting a two-part special report on marketing to Canadians. They have better access to broadband than the U.S. and Canadians tend to spend more time on the Internet. Read more…

Adam T. Sutton

‘Black Hat’ PR: Buying Your Placements

August 6th, 2008
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There’s a ‘black hat’ marketing technique that predates search marketing, search engines and the Internet itself. It’s buying press. We’re all familiar with it.

Publishers try to avoid compromising editorial integrity at all costs, I thought.  But maybe I’m naive. A recent AdvertisingAge article on buying press says otherwise.

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Anne Holland

SherpaBlog: Email That Converts Even With Images Turned Off – Great Example

August 4th, 2008

MarketingSherpa data indicates that 59% of consumers and 90% of business email users view some or all of their email with images turned off. This includes people who may view email in their preview panels with images turned off (remember, this is the default for many email clients including Gmail and some versions of Outlook). It also includes people who view their email on a mobile device, such as a BlackBerry.

All of us in the email marketing world have known for ages that images aren’t always visible. But few marketers have redesigned their campaigns to get around the problem. Today, I’d like to celebrate one of the few email newsletters I receive that breaks the mold: HomeAway newsletter.

HomeAway is a vacation lodgings firm. Just as you’d expect, their newsletter is loaded with photos of enticing destinations. However, HomeAway’s email team obviously includes a smart designer and a great copywriter. If you open the newsletter with images blocked, it’s loaded with text descriptions of enticing destinations.

You don’t have to scroll past lots of dead white space looking for the text either – it starts right at the top of the screen. All of the links are usefully worded, explaining where the URL will take you (instead of a generic “more” or “read on”) and formatted in easy-to-skim vertical lists.

If you have an image-heavy or image-dependent email newsletter, take five seconds right now to click over to the real-life examples I’ve had posted of HomeAway’s newsletter. You can see the image version and the blocked-image version. Both have ideas your email designer and copywriter might be inspired by.
The link for samples is here:
http://www.marketingsherpa.com/cs/homeaway/study.html

By the way, if you have redesigned your email program templates to work better with images blocked, or perhaps with mobile devices, let us know at ChrisH(at)MarketingSherpa(dot)com. Sherpa just might want to profile you in a future issue!

Social Networks Make It Easier Being Green

August 3rd, 2008
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One of the newer ways of marketing to consumers lies in the idea of being green. It’s pretty simple: If you can convince environmentally conscious folks that you care about running your operations responsibly, that sizable group becomes much more inclined to spend money on your products or services. Read more…

Natalie Myers

Word-of-Mouth in the Workplace: Something to Think About

July 31st, 2008
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Three weeks ago a co-worker told me about great deals she gets shopping at Target online. It immediately sparked my interest. I never thought of shopping online at a store I could easily drive to. When she told me I could return merchandise purchased online to any of the physical stores … I was sold. Read more…

Adam T. Sutton

Branding Lesson: There’s a Right Way to Boil a Frog

July 30th, 2008

Mr. Phinney was a genuinely nice science teacher in my high school. He liked to relax and chat casually with students while not in class. Like many science enthusiasts, Mr. Phinney (or occasionally Phinn-dog) knew a lot of strange things about the world.

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New Yorker Ads Drive Eretail Web Sales

July 29th, 2008
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I was reading a recent edition of The New Yorker, while fiddling away downtime on a three-hour flight. (For what’s its worth, it was the issue BEFORE the now-infamous Obama cartoon cover.) I started perusing the smallish boxy ads that vertically border many of the magazine’s stories. And I was struck by how many small dot-coms were taking up those spaces.

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