Whether or not you are actually sending out regular eNewsletters to customers
and prospects, you should consider creating a special ‘tips’ eNewsletter
for new users and/or testers.
As it frequently does, the Avongate blog inspired me with a post that was
specific to software companies that need to convert free trial users into
paying customers. Guest blogger, Jason Cohen, CEO of Smart Bear Software,
emphasizes that you need to do something with your captured customer info,
because you will be wasting data otherwise. But, he also suggested that the
typical "thanks and hope you’re enjoying our software " was not much better
than doing nothing.
Instead, he recommends that you do a special-purpose series of three
eNewsletters that are filled with tips about how to make best use of the
product that prospects are testing.
However, you must make sure that your content i... (more)
No. Their ever shrinking content reduces them from ‘must read’ to ‘why
For centuries, print magazines and newspapers had a publishing information
Even when the consumer universe began to rely more on radio and TV, the
business to business media was the only route to the industrial buyer. This
was true for both public relations and advertising campaigns. If you wanted
to get to the folks who bought business products and services, you had to use
print media to reach them.
This virtual monopoly persisted unchallenged until the late 1990s when the
internet interv... (more)
When it comes to the evolution of the Web and of social media, keeping up
seems like an impossible task for most business executives. Nonetheless,
keeping up is critically important in order to remain relevant. The good
news that I take away from a recent study by Forrester Research, is that the
evolution of the "social Web" will help level the marketing playing field
between large and small organizations. The report was written by a
Forrester senior analyst, Jeremiah Owyang, who is, not so coincidentally, has
a terrific blog, Web Strategy.
In the past, large companies had al... (more)
When you make it obvious to your customers how you can help them, you will
grow your revenues.
Some of the smartest people I know run very small companies in the
business-to-business market. They are dedicated to helping their customers
succeed. In one-on-one discussions with customers and prospects, they make
it clear how they can help. That’s terrific. And it generates sales.
But it’s just a start.
I am convinced that white papers–and their first cousins, e-books– can
extend that in-person knowledge sharing and trust building to the entire
world. A great example is a c... (more)
AC Transit’s Dedicated Site, ACTForMe.org, Paints a Brilliant and Loving
Portrait of the Benefits of Public Transit
AC Transit operates a very sophisticated bus transportation system in the San
Francisco Bay area, handling more than 65 million passengers annually in an
area covering 364 square miles. That’s pretty impressive.
But what really impressed me is the fact that they also make excellent use of
the web to tell a story that turns taking the bus into the obvious
AC Transit has created ACT for Me as “Your Guide to the Future of Public
Transit.” Th... (more)