ClearVerve Marketing, LLC

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Posts Tagged ‘email marketing’

Where does your content marketing go?

 

Last week, I made a presentation at Social Media University Milwaukee, speaking about how to determine the best way to mix online and offline marketing tactics. As part of the presentation, I shared this graphic from our Content Marketing Survey:

What does this graphic show us? First of all, more people post content to their Facebook page than they do to their own websites. I can’t give you a scientific answer that explains why this happens, but anecdotally, I can tell you that many people have websites that are fairly difficult to maintain. If that sounds a lot like you, look for a better solution when you update your website. Be sure to ask every  provider  consider  to show you how the content management system you’ll be using will work. Make sure it is flexible and easy to use.

What else do we see? Email is not dead. Direct mail is not dead. Print newsletters are not dead! Don’t give up on more traditional marketing tactics. Yes, I know it’s a lot of work to publish both a print newsletter and an enewsletter, but it can be done. Many people receive so much email that sending something on paper is actually a very simple way to break through all the clutter. In fact, the Content Marketing Institute reports that many marketers say that live, in person events are still among the most successful content marketing tactics.

Want to see what else we learned? Get the whole ebook here.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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Nobody reads agency blogs

 

Two of my favorite bloggers, Michael Gass and Chris Brogan wrote blog posts prompted by a blog post from Jason Falls. (Can you follow that? It almost sounds like a middle school chain of gossip. But it’s not.) All three posts make great points about corporate blogging in general.  It seems that many corporations are investing less time in their blogs and many agencies are following suit, saying they are too much work for too little results.

Well duh! Most agency blogs aren’t all that great. Both Gass and Brogan point out that most blogs have no strategy behind them and that nobody likes to read self-serving posts. We agree. We also think that agencies generally have horrible websites too. I think it’s because as creative people our own websites are a great place to turn the creative faucet all the way to high. This sometimes leads to beautiful, oddly-functioning, hard to navigate websites. Also, agencies often flock to the latest, newest, shiniest tool and get bored quickly with “old” (as in 6 months old) stuff.

We continue to advise our clients to blog and to (gasp!) publish e-newsletters. They work. But you have to be willing to share what you know. Remember, you can talk all day about what you know and a good prospect will recognize that it’s better to pay for your expertise than to try to figure out how to do something for themselves. If they’re a DIY kind of business, they’re not a great client anyway. At least not yet.

Don’t give up on blogs. They’re great for SEO. They’re great for forcing yourself to read and write on a regular basis. They demonstrate expertise. And they do work!

 

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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Nonprofit Survey Results: The Challenges of Social Media

 

Although we are still working on the ebook for our recent survey on social media use among Wisconsin nonprofits, we thought we could share some advance information about what we have learned.

Of our survey participants, 90 percent are using social media to promote their not for profit organization. Although the participating organizations plan to increase their use of social media in the future, they cited many obstacles to social media success. They are:
• Enough resources to keep the sites current
• A lack of expertise in the best ways to use the sites
• Ensuring content on the sites is consistent with the organization’s brand
• Difficulty with driving consumers to the sites

Many for-profit businesses suffer from the same challenges. There is so much online content that a social media presence is certainly not a case of, “If you build it, they will come.” However, there is some good news. The Pew Internet and American Life Project recently released a new study on the online habits of Americans. The study shows that email and search are the most common activities performed online. It also shows that wealthy and educated individuals are more likely to use the internet for search or email on a daily basis. These are the people that most nonprofits are targeting as potential donors. By combining SEO and email, nonprofits can drive people to their social media platforms where hopefully, an active online presence will be waiting for them to see. It takes time to build a community, but by combining various tactics, everything will work more successfully.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.