A simple answer to complex marketing questions
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When I was young(er), the online world was relatively simple. Now it's a heaving mass of channels and technologies...all requiring their own tactics, techniques and specialist knowledge.
Most days I feel like this.
My first website went up in 1997 and I sold it four years later for enough to put a downpayment on an apartment. Now it's about to go public. What might have been? Certainly a bigger apartment.
Despite a few missed opportunities and failures, 12 years survival in online business inevitably means I get regular questions on what works. For example:
- How do we get more people to open our email?
- How do we get better rankings at Google?
- How do we get more email subscribers?
- How do we get more website visitors?
- How do I improve my personal brand?
- How do we get more incoming links?
- How do I get more followers?
- How do we get more blog subscribers?
- How do we get a viral success?
Quality content.
The test of everything produced, whether an article, email, Tweet or text message is...
When people finish reading this, will they be glad they took the time to do so?
The answer needs to be yes for as many people in the target audience as possible. It's not easy. But if you constantly strive for that yes, a lot of the above takes care of itself.
Obviously it's not the only answer to successful online marketing, but if you can only do one thing and one thing well, that gets my vote.
It's a focus and approach that has survived more "paradigm changes", technological advances and Internet bubbles than I care to recall.
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3 Comments:
Congratulations on your 2,250th post, Mark.
I agree that quality content is especially important for online/email marketing.
Providing your audience with relevant content has many advantages, including an increased ROI.
Check out this blog post that offers some good advice for communicating with your target audience via email:
http://lunchpail.knotice.com/2009/02/18/email-marketing-industry-trends/
By 
Casey, on
18 February, 2009
From the evidence that we collect from our clients, we couldn’t agree more. The content that we produce for consumer goods marketers (rich-media product demonstrations) is entirely focused on honestly showing how the product works and its capabilities. For someone who is not interested in the product, the 2-3 minute presentation does not have much impact. Yet, for those who are considering purchasing the presented product, they spend on average of 3-4 minutes viewing the product demo. Due to this informative and engaging content, clients are seeing significant increases in online conversion, as well as greater sales of the products demonstrated online compared to just regular catalogue pages on their resellers sites. Example of Pentax Yes, content is King.
By Rob, on
04 March, 2009
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