Your digital marketing campaign channel checklist

1. Your company website: the home of your digital content. Your campaign should occupy a prime location on your site. Google adwords

2. The web-based form: for more specific prospect details, make your the content in your campaign conditional – ask prospects to complete a “request for download” form.

3. Your blog: use it to promote your campaign. Are there other blogs that will feature your links?

4. Email marketing: Market to your database by using creative email marketing to point prospects to your campaign content on your website.

5. Google ads: Create a new ad to point clickers through to your campaign. Continue reading Your digital marketing campaign channel checklist

Part II: 10 CRM data infrastructure questions companies should consider before going ahead with a CRM system

I’d suggest asking for a 1-2 month free trial of your preferred CRM system before making any sort of licence purchase. This will allow you to run use cases and ensure the CRM works to meet all the needs of your organisation.

The most important question of all: Does your infrastructure ensure your data responds to search criteria?

Configuring your CRM data infrastructure (and indeed, the data itself) properly is critical to effective database marketing. If you do it properly, you’ll be able to run reports or queries within the CRM that bring back relevant data which you can use to form contact lists for specific, targeted marketing campaigns.

Ten Questions

Here are ten questions to consider when looking at the data you have, and the infrastructure you’ll create within your CRM to house and access that data:

1. Do you have a variety of products? Are some prospects/customers focused on particular products? If so, it’s essential that you consider products at the company level within your CRM infrastructure because companies may opt out of your digital marketing efforts if they are receiving marketing that is focused on products that do not concern them. Addressing this may be ask simple as featuring a dropdown against companies that lists all products (so that you can select and report on the products relevant to that company). You should also be considering whether your CRM has the ability to Continue reading Part II: 10 CRM data infrastructure questions companies should consider before going ahead with a CRM system

Part I: 10 questions companies should ask before choosing a CRM

By selecting and implementing several CRM systems for companies over the years, I’ve learned quite a bit along the way. My intention with this series is not to promote or recommend any specific CRM system, but simply to lay out what I feel are the logical questions, steps and tips that I hope will make your CRM selection and implementation successful.

As is not likely a surprise, many of these steps were learned the hard way!

Take a minute and answer the ten questions in the list below, and share them with the relevant people in your organisation. You may be suprised with the conversation that is generated.

10 Important Questions

1. Which parts of the business are set to use the CRM? Is it just sales and marketing, or will support staff be using the CRM to manage support and customer service requests and bug fixes?

2. Does the business use (or has it ever used) a CRM system?

3. (a) If yes: why is the business looking to change the CRM system, or, why did the business stop using the CRM system? Continue reading Part I: 10 questions companies should ask before choosing a CRM

10 signs your company has a “blogging culture”

1. You have a multi-author blog that is contributed to widely across your organisation.

2. Senior management not only approve of the blog, but also actively encourage all employees to blog about relevant topics and to make blogging a part of day to day work.

3. When the company looks to hire new employees, their blogging and social media participation is considered a serious and relevant part of a role’s skill set.

4. When a “star blogger” decides to leave the company and take on a new opportunity, the blog does not suffer because new content is not reliant on one or two motivated individuals Continue reading 10 signs your company has a “blogging culture”

Marketeer’s wishlist: QR codes on tradeshow name badges

Top of my wishlist? A list of the people who *actually* attended the workshop, panel or case study presentation given by my company at an industry tradeshow.

The list of all show attendees is nice, but given the cost of actually sponsoring any of the content, I’d like to know who exactly came to listen. This is an area many tradeshow producers and event organisers often fall down on, and one easily remedied.QR Code

The Solution?

QR codes. On tradeshow name badges. If you don’t already know about QR codes, the ever-helpful Wikipeida describes them here. Simply put, they can be scanned to track data. You can create them yourself and there are even smartphone reader apps that enable you to scan them – check out the nifty iPhone QR reader app.

Why? Continue reading Marketeer’s wishlist: QR codes on tradeshow name badges

Goodbye to Steve Jobs, a true marketing genius

When I read about Steve Jobs death this morning (on my Liverpool Street bound train on the way to work, many hours after the news had been widely reported in the USA and beyond) I fell into a bit of a reflective mood focused on all the contributions this man has made over his years at Apple.

Switching from my BBC News app to Facebook, I saw several “RIP Steve” entries from friends and acquaintances around the world, many of which included comments such as “I don’t know what I’d do without my iPhone”.

As the happy owner of an iPhone I’d never look to trivialise it, but the posts stood out as odd to me simply because when I think of Steve Jobs, I think of quite a lot more than iPhones, iPads, or even the iMac generation of products that marked his return to Apple.

A Faster Horse Continue reading Goodbye to Steve Jobs, a true marketing genius

Oh Guardian….Big #Fail on your 9/11 Twitter Experiment

My first tweet of today was:

Oh Guardian…big #fail RT @heatherAtaylor: Guardian’s 9/11 mistake shows we’re still learning boundaries w Twitter #fb

Clicking on the link in the tweet: you’ll see that TheNextWeb has done a good job of summarising the Guardian’s big Twitter fail.

Marking September 11th, 2010 by establishing a Twitter handle called @911tenyearsago and tweeting out events such as “Flight 11 crashes into North tower of World Trade Center between floors 93 and 99″…..well, unsurprisingly it didn’t go down well with followers.

Guardian 9/11 Twitter Fail

Why was it wrong? Continue reading Oh Guardian….Big #Fail on your 9/11 Twitter Experiment