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Suggest You - Your RSS Marketing Strategy: Deciding How To Deliver Your RSS Content
As a result of the dot com meltdown and the decline of the NASDAQ in 2001, many organizations had no alternatives but to lay off many talented IT professionals. Currently, the pool of available talent in the labour market is large. Over the long haul, the impact of shifting population demographics on the labour pool will be staggering. As the baby boom generation continues to age, we can expect acute labour shortages similar to the ones we experienced in the high technology sector during the dot com boom. While there is still a surplus of talent in the market, it is important for organizations to take proactive steps to attract the brightest and the best and thereby fuel their organization's growth. The days of placing ads in the newspaper and receiving a flood of resumes from qualified applications are drawing to a close. Companies that want to ensure that they have a steady stream of applicants will have to think outside the box to broaden their repertoire of talent recruitment strategies.For high technology organizations, attracting, hiring and retaining the right talent is critical. Add the right players to your team and you have a key source of competitive advantage. Attract the wrong talent and you will have
AUTORESPONDER RSS FEEDS
Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.
The concept is simple ? a certain action by your visitors on your website triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional e-mail:
--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.
--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message
Want to increase your sell through rates and get higher bids on your eBay auction items? Following these simple rules of design will make your auction listings more profitable and generate a bidding frenzy over your items.Write a Comprehensive Item DescriptionThe most important part of your listing is your item description. Describe your merchandise in detail, including the color, size, and condition of the item. Make sure that you describe the benefits of the item and craft the listing so that prospective buyers will feel like they can't live without it. A "Perfect Listing" will describe the item is such detail that a bidder can visualize it in their mind, and won't even need to look at a picture.Take Multiple PicturesWhile your description plays the most important part in conveying the condition of your item, there is no substitute for clear, accurate pictures. Make sure the item is well lighted and take multiple pictures, from multiple angles. Use a high quality digital camera that allows you to focus closely. The quality of your pictures will play a large part in the final value you receive for the item.Provide Full DisclosureMake sure that you disclose every significant detai
The problem with most RSS marketing plans is that the marketer doesn't really go beyond providing a simple RSS feed for all of his online news or his blog. But since you've been reading this column for a while now you know for a fact that RSS offers so much more.
To get started the right way you need to correctly plan your RSS Marketing strategy, starting by deciding how you are going to deliver your RSS content.
The right way to go, even if you're only starting out with a simple RSS strategy, is to provide individual RSS feeds for:
--> your individual target audiences,
--> your different types of content and
--> even your different content topics.
Think of this as a consequtive list of how to develop your RSS strategy.
--> TARGET AUDIENCES Start by listing the target audiences you want to deliver your content to via RSS. Each of your audiences has different content needs, resulting in different groups of RSS feeds that need to be created for these target audiences. One group for the media, the other for your employees, the other for the general public, the other for your existing customers and so on. You can even go further and divide your master groups in sub-groups, based on their prevailing interests.
--> CONTENT TYPES Now consider the different types of content you want to deliver to these audiences. For example your latest news, your blog posts, your how-to articles, your press releases, your podcasts, the latest posts from your forums, direct communications messages and so on. In most cases these types of content don't mix well together. If someone wants to receive your blog updates, which are full of your company representatives' personal opinions and commentary, they don't want to receive your corporate-speak press releases.
If someone is interested in what's happening in your forum and what the latest forum posts are, they don't want to receive your how-to articles in the same RSS feed, simply because these two types of content are so much different. And so on. Essentially, you will need to provide separate feeds for each of the different content types, and you will need to determine what content types you wish to deliver to each of your target audience groups and sub-groups.
--> CONTENT TOPICS Finally take a look at each individual content type for each individual target audience and further break that down by content topic, if needed. And if you're trying to cover many different topics for each content type, you will need to provide different RSS feeds for these different topics, because, again, people interested in topic A are not neccessarily also interested in topic B.
While this may sound complicated, it's really simple once you start doing it.
The point is, this is about giving your subscribers choice of what they subscribe to. Instead of forcing them to subscribe to everything, allow them to subscribe to only what they want and need.
Quite simple, right?
Just remember that you should only break this down as far as it makes sense, keeping in mind the actual content that your target audiences want from you.
Depending on your business, you just might only need to communicate with one target audience, deliver only one content type and deliver only one content topic for that target audience.
DECIDE HOW YOU ARE GOING TO DELIVER THIS CONTENT
Once you have your RSS content mapped-out, you need to consider how you are going to make this content available to your target audiences. This is especially important since it's going to influence the tools you need to get started with RSS publishing
ONE-SIZE-FITS-ALL RSS FEEDS
This is about as standard as it gets --- publishing one RSS feed to meet the needs of all of your target audiences at once or publishing multiple topical RSS feeds, which always remain the same. The easiest to do, can be done with any RSS publishing tool on the market …
CUSTOMIZABLE RSS FEEDS
The more and more complex you get with the different feeds you're offering, the more difficult it is for your visitors to select what exactly they want, simply because an individual subscriber might be interested in 10 of your 100 feeds, but he doesn't want to be subscribed to that many feeds by your company.
In this case the best way to go is to also offer your visitors the opportunity to customize your RSS feed ? they decide exactly what content type and content topics they want to receive in one or a few RSS feeds they'll be subscribing from you.
The opportunities here are quite endless, as you can allow them to customize their feeds based on topics, content types, authors and more.
If this is the way you need to go because you are offering so much content via your RSS feeds that it makes it difficult for someone to subscribe to only one or a few feeds from you, you will need your RSS publishing solution to support feed customization.
SEARCH-BASED RSS FEEDS
Search-based RSS feeds are a subset of customizable RSS feeds, and they work just like a search engine. You type in a certain keyword or keyword combinations and the search engine gives you the most relevant or the latest results for that keyword combination.
You can do the same with RSS, allowing your visitors to enter specific keywords and then get the content from you only based on those keywords.
PERSONALIZED RSS FEEDS
Giving users the choice to customize the content they are receiving from you is one thing, but certain content may actually demand you to personalize the feed using your subscribers personal information.
The most basic variation, used to lift response, is addressing your subscribers by name or using other data about the customer from your database, such as his address, previous purchases etc.
In other cases a bank might want to deliver information directly relating to your bank account, directly via RSS, such as your latest credit card transactions, and so on.
RSS FEEDS WITH CONTENT TARGETING
Now imagine that you want to create individualized campaigns to individual subscribers, based on the information you already have in your database about their activities, demographics and so on, for example to send a promotion for product A only to those subscribers that might be most interested in product A.
In this case you will need an RSS solution that can pull this data from your database and then segment your subscribers based on the actual data.
AUTORESPONDER RSS FEEDS
Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.
The concept is simple ? a certain action by your visitors on your website triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional e-mail:
--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.
--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message
When it comes to owning an e-commerce website you can do everything in your power to advertise it. You can use pay-per-click programs, send out emails, and hand out business cards everywhere you go. You can use public relations representatives to promote the website. You could end up spending a lot of money on those programs and get nothing in return.For that reason it is important that all e-commerce website owners have an affiliate program in place. Affiliate programs give website owners the opportunity to make sales with no upfront advertising costs. They usually pay their affiliates a percentage of the of the sale that the affiliate helped the make.It is a good alternative to upfront advertising because you make the sale first, then you pay your advertiser. By advertising the traditional way you could spend a lot of money advertising and never sell anything. An affiliate program also helps you to maintain a high return on investment and it allows you to drive more customers to your website. The best thing is that you only have to pay that commission to your affiliate once. Any other time that customer comes back to purchase something you will have one hundred percent of the revenue and a customer for lif
If someone is interested in what's happening in your forum and what the latest forum posts are, they don't want to receive your how-to articles in the same RSS feed, simply because these two types of content are so much different. And so on. Essentially, you will need to provide separate feeds for each of the different content types, and you will need to determine what content types you wish to deliver to each of your target audience groups and sub-groups.
--> CONTENT TOPICS Finally take a look at each individual content type for each individual target audience and further break that down by content topic, if needed. And if you're trying to cover many different topics for each content type, you will need to provide different RSS feeds for these different topics, because, again, people interested in topic A are not neccessarily also interested in topic B.
While this may sound complicated, it's really simple once you start doing it.
The point is, this is about giving your subscribers choice of what they subscribe to. Instead of forcing them to subscribe to everything, allow them to subscribe to only what they want and need.
Quite simple, right?
Just remember that you should only break this down as far as it makes sense, keeping in mind the actual content that your target audiences want from you.
Depending on your business, you just might only need to communicate with one target audience, deliver only one content type and deliver only one content topic for that target audience.
DECIDE HOW YOU ARE GOING TO DELIVER THIS CONTENT
Once you have your RSS content mapped-out, you need to consider how you are going to make this content available to your target audiences. This is especially important since it's going to influence the tools you need to get started with RSS publishing
ONE-SIZE-FITS-ALL RSS FEEDS
This is about as standard as it gets --- publishing one RSS feed to meet the needs of all of your target audiences at once or publishing multiple topical RSS feeds, which always remain the same. The easiest to do, can be done with any RSS publishing tool on the market …
CUSTOMIZABLE RSS FEEDS
The more and more complex you get with the different feeds you're offering, the more difficult it is for your visitors to select what exactly they want, simply because an individual subscriber might be interested in 10 of your 100 feeds, but he doesn't want to be subscribed to that many feeds by your company.
In this case the best way to go is to also offer your visitors the opportunity to customize your RSS feed ? they decide exactly what content type and content topics they want to receive in one or a few RSS feeds they'll be subscribing from you.
The opportunities here are quite endless, as you can allow them to customize their feeds based on topics, content types, authors and more.
If this is the way you need to go because you are offering so much content via your RSS feeds that it makes it difficult for someone to subscribe to only one or a few feeds from you, you will need your RSS publishing solution to support feed customization.
SEARCH-BASED RSS FEEDS
Search-based RSS feeds are a subset of customizable RSS feeds, and they work just like a search engine. You type in a certain keyword or keyword combinations and the search engine gives you the most relevant or the latest results for that keyword combination.
You can do the same with RSS, allowing your visitors to enter specific keywords and then get the content from you only based on those keywords.
PERSONALIZED RSS FEEDS
Giving users the choice to customize the content they are receiving from you is one thing, but certain content may actually demand you to personalize the feed using your subscribers personal information.
The most basic variation, used to lift response, is addressing your subscribers by name or using other data about the customer from your database, such as his address, previous purchases etc.
In other cases a bank might want to deliver information directly relating to your bank account, directly via RSS, such as your latest credit card transactions, and so on.
RSS FEEDS WITH CONTENT TARGETING
Now imagine that you want to create individualized campaigns to individual subscribers, based on the information you already have in your database about their activities, demographics and so on, for example to send a promotion for product A only to those subscribers that might be most interested in product A.
In this case you will need an RSS solution that can pull this data from your database and then segment your subscribers based on the actual data.
AUTORESPONDER RSS FEEDS
Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.
The concept is simple ? a certain action by your visitors on your website triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional e-mail:
--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.
--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message
If you’re an entrepreneur, you’ve undoubtedly encountered obstacles in your self-made business. Obstacles are commonly considered a nuisance, but did you know they are also an asset to your business?While obstacles do indeed emanate unavoidable frustration, they also force us to evaluate what works and what doesn’t. We are challenged to determine what doesn’t work, and turn it around to produce more effective strategies to better ensure our business’ success. Building a business requires a lot of trial and error, one of the key elements in generating a successful business.As entrepreneurs, we are faced with decisions each and every day that dictates whether our business will succeed or fail. A successful entrepreneur uses their shortcomings to develop successful business strategies. Our failures serve as tools to assist us in discovering what works well and what we should avoid in the future.The most successful entrepreneurs strive to discover ways to consistently improve their product or services. It makes no difference if you own a small business or a corporation, success is dependent on growth. To achieve growth we must always be looking for new ways to improve business strategies that will lead ou
Depending on your business, you just might only need to communicate with one target audience, deliver only one content type and deliver only one content topic for that target audience.
DECIDE HOW YOU ARE GOING TO DELIVER THIS CONTENT
Once you have your RSS content mapped-out, you need to consider how you are going to make this content available to your target audiences. This is especially important since it's going to influence the tools you need to get started with RSS publishing
ONE-SIZE-FITS-ALL RSS FEEDS
This is about as standard as it gets --- publishing one RSS feed to meet the needs of all of your target audiences at once or publishing multiple topical RSS feeds, which always remain the same. The easiest to do, can be done with any RSS publishing tool on the market …
CUSTOMIZABLE RSS FEEDS
The more and more complex you get with the different feeds you're offering, the more difficult it is for your visitors to select what exactly they want, simply because an individual subscriber might be interested in 10 of your 100 feeds, but he doesn't want to be subscribed to that many feeds by your company.
In this case the best way to go is to also offer your visitors the opportunity to customize your RSS feed ? they decide exactly what content type and content topics they want to receive in one or a few RSS feeds they'll be subscribing from you.
The opportunities here are quite endless, as you can allow them to customize their feeds based on topics, content types, authors and more.
If this is the way you need to go because you are offering so much content via your RSS feeds that it makes it difficult for someone to subscribe to only one or a few feeds from you, you will need your RSS publishing solution to support feed customization.
SEARCH-BASED RSS FEEDS
Search-based RSS feeds are a subset of customizable RSS feeds, and they work just like a search engine. You type in a certain keyword or keyword combinations and the search engine gives you the most relevant or the latest results for that keyword combination.
You can do the same with RSS, allowing your visitors to enter specific keywords and then get the content from you only based on those keywords.
PERSONALIZED RSS FEEDS
Giving users the choice to customize the content they are receiving from you is one thing, but certain content may actually demand you to personalize the feed using your subscribers personal information.
The most basic variation, used to lift response, is addressing your subscribers by name or using other data about the customer from your database, such as his address, previous purchases etc.
In other cases a bank might want to deliver information directly relating to your bank account, directly via RSS, such as your latest credit card transactions, and so on.
RSS FEEDS WITH CONTENT TARGETING
Now imagine that you want to create individualized campaigns to individual subscribers, based on the information you already have in your database about their activities, demographics and so on, for example to send a promotion for product A only to those subscribers that might be most interested in product A.
In this case you will need an RSS solution that can pull this data from your database and then segment your subscribers based on the actual data.
AUTORESPONDER RSS FEEDS
Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.
The concept is simple ? a certain action by your visitors on your website triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional e-mail:
--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.
--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message
Have you ever had someone attacking you and you can't figure out why? They may say it is because of something you said, did or wrote, yet you know that it had nothing to do with them.This happens more than we realize. And knowing how to recognize it and how to deal with it, is important in business and life. Quite often, an angry or even violent reaction from another person is due to a conflict or perceived threat with his or her inner belief system. On a fundamental level, the information or action triggered fear for their survival.You see, when our inner beliefs are challenged, when tend to go into protection mode. It can shut down our ability to think and respond clearly. And quite often, we are not even aware of what these inner beliefs are.Many if not most of them were developed in our childhood when we were learning how to survive and how everyone around us did things.This is why, you can have two or more people in the identical situation and they all react differently. It's not the situation that's good or bad, it is just the viewpoint of the person experiencing it.When we look at these beliefs, we can find that many of them no longer serve us. One destructive belief th
SEARCH-BASED RSS FEEDS
Search-based RSS feeds are a subset of customizable RSS feeds, and they work just like a search engine. You type in a certain keyword or keyword combinations and the search engine gives you the most relevant or the latest results for that keyword combination.
You can do the same with RSS, allowing your visitors to enter specific keywords and then get the content from you only based on those keywords.
PERSONALIZED RSS FEEDS
Giving users the choice to customize the content they are receiving from you is one thing, but certain content may actually demand you to personalize the feed using your subscribers personal information.
The most basic variation, used to lift response, is addressing your subscribers by name or using other data about the customer from your database, such as his address, previous purchases etc.
In other cases a bank might want to deliver information directly relating to your bank account, directly via RSS, such as your latest credit card transactions, and so on.
RSS FEEDS WITH CONTENT TARGETING
Now imagine that you want to create individualized campaigns to individual subscribers, based on the information you already have in your database about their activities, demographics and so on, for example to send a promotion for product A only to those subscribers that might be most interested in product A.
In this case you will need an RSS solution that can pull this data from your database and then segment your subscribers based on the actual data.
AUTORESPONDER RSS FEEDS
Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.
The concept is simple ? a certain action by your visitors on your website triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional e-mail:
--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.
--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message
The media is doing their best to talk us into another recession. If they have their way we will find ourselves in a full-blown economic decline. I don’t know about you, but I refuse to let the people who report the news determine my destiny. In a nutshell – I can’t afford another recession. I have been through 3 since I started speaking and training full time in 1973.So, what can we do to limit the impact of the economy on our success, lifestyle and income? We can wait and see! We can worry! We can whine and moan! We can settle for less! Or, we can use this time to get better, smarter, wiser, more effective and, yes, successful. There have been economic shifts in the US and the world for years. This is nothing new. However, I have observed the reactions of hundreds of salespeople and organizations during the past 25+ years, and generally, one of two things happen to salespeople and/or the organizations they work for.They can do less, feel out of control, circle the wagons, cut back, and generally focus on how ‘bad’ everything is. These salespeople and organizations tend to get less of their share of the available business during these times and after.The other groups work harder, smarter, more effec
AUTORESPONDER RSS FEEDS
Since their introduction, e-mail autoresponders have become a relatively mainstream internet direct marketing tool, although they haven't really made their way to the world of public relations.
The concept is simple ? a certain action by your visitors on your website triggers a sequence of e-mail messages, delivered to that visitor, provided you have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered to them via e-mail. After subscribing they start receiving consequtive parts of the report day after day or a every few days, receiving both new information as well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional e-mail:
--> Subscribe to a free e-mail newsletter. The first autoresponder message thanks you for the subscription and also gives you access to one of the newsletter issues. A couple of days later, while you're still "hot as a lead", you receive another e-mail, pertaining to the newsletter topic, giving you more advice or information on the topic and trying achieve a sales conversion. And so on.
--> Complete a webstore order. The first message thanks you for the purchase and recommends an additional product at a lower price. The second message tells you more about the product you purchased. The third messages makes a special additional purchase offer. The fourths message gives you some great additional tips, and so on.
--> Start an online order, but don't finish it. The first message reminds you that there are still products in your shopping cart. The second message reminds you again, giving you added inscentive to complete the order. And so on …
The opportunities are practically limitless, but you get the picture.
Now simply transform this concept into the realm of RSS.
Someone subscribes to your RSS feed. The first couple of content items, spread-out through the first week, serve as a series of welcome messages giving the new subscriber access to your top content and inviting him to actively participate. Your latest feed updates come through as well, but your new subscriber also gets the extra treatment (content) in the same feed.
And now apply this to anything you're doing with RSS, where it makes sense to follow-up with additional information to your new subscribers once they subscribe, of course depending on the feed topic and target audience.
Very few RSS tools today offer autoresponder capabilities, but some do.
TO RECAP…
Think of your RSS publishing strategy and try to establish which of the these publishing models your RSS publishing tool should support:
--> Topical or Target Audience Oriented RSS Feeds --> Customizable RSS Feeds --> Search-Based RSS Feeds --> Personalized RSS Feeds --> RSS Feeds With Content Targeting --> Autoresponder RSS Feeds
Copyright 2006 Rok Hrastnik
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