Wednesday, July 02, 2003
Are you struggling to create and keep profitable customers? Columns for Sales and Marketing Management who wants to build business relationships.
Blog Relations - A primer. Press Access' newsletter The Scoop has an introduction to blogging for PR pros. They include references to some very interesting blogs. [PR Opinions]
Forward this link to your public relations team, it provides some practical ways to us web logs to gain media coverage for your business. In summary:
- Web logs provide low cost publishing without technical expertise. Radio UserLand, a popular blogger costs just $39.95 and can be setup in 10 minutes or less. Most web log software can publish to existing web servers.
- Web logs encourage interaction between publisher and reader. In a corporate environment this means documented discussions about topics relevant to projects, the sharing of thoughts or ideas.
- Media is encouraging CEO's to use web logs for news items. Most importantly RSS syndication would give reporters more control over the pitches they receive, but this open certain legal challenges for publicly traded companies.
- Besides the exposure, web logs make it interact directly with customers. The basis of blogging is the sharing of information, each tool has a means to comment (and provide commentary) on anything published. Sharing of thoughts is foremost.
Washington Post: Web Firms Choose Profit Over Privacy. ...marketers and an array of service providers expanding their collection and use of consumers' email addresses and other personal information, despite broad assurances to protect individual privacy and honor consumers' choices about how much marketing they want to receive. [Tomalak's Realm]
This happens in the business to business world too. Respect your customers decision NOT to receive communications from your company, no matter the channel. It's important to know everything you can about your customers, but use the information properly or you'll lose trust, credibility, and could end up in a law suit.
Make it very easy for prospects and customers to get out of your database, or to prevent you from trading their information to other businesses. Consider yourself entrusted with the information these individuals share with you. How do you give customers control over the data you have about them?
Justin Hitt teaches executives how to create strong business relationships that can increase profits while improving customer loyalty. To learn more about business relationships visit Inside Strategic Relations or call +1 (877) 207-3798
Last update: 04/08/2004; 2:30:32 PM.