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Will You Add? - The 7-Step RSS Marketing Plan
The age-old “branding” discussions always comes back to haunt us, don’t they? Surely, you would have encountered this argument countless times as you argue with clients about creating new brand campaigns. The clients’ view “I have a strong, reputable brand. This new product will sell really well based on my trusted brand.”Usually, when such discussions arise, it is because of the lack of understanding, or even misunderstanding of what a brand really is. Some people think that the product is the brand. Others believe that it is the “persona” of the brand that becomes the brand. Yet others argue that a brand is nothing more than the corporate vision or promise made tangible.Surprisingly, all the above are correct! Here lies the crux of it all. Marketers would do well to remember this before they get caught up in any such arguments. The key to it all is to understand this:“A BR
After you’ve prepared a list of requirements you can start searching for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools
Desktop software you can use to inexpensively, quickly and easily generate RSS feeds, but doesn’t allow for more advanced features such as content targeting. The market leader in this category is http://www.feedforall.com.
b) Hosted online RSS publishing solutions
If you don’t want to be bothered with a desktop tool and having to constantly upload your RSS feeds to your server, you could try a basic hosted online RSS publishing solution, such as http://www.myrsscreator.com. Using their simple service you don’t even need your own website to publish via RSS. Anoth
When you regularly utilize folding tables and chairs in a public setting - such as in a hotel banquet room, a school, a church, or a community center - they're likely to be subjected to extreme usage. The hinges on folding tables get a workout from being taken up and down regularly, while chairs can be knocked out of shape when they're being stacked up, set up, and dragged around a room. Because folding tables and chairs represent a substantial investment, if you're not careful in selecting the best folding tables and chairs for your purpose, your budgeted one-time expenditure may become a recurring expense. Whenever you shop for folding tables, you should keep these features in mind: Leg Design: The legs should be attached through the top of the table, ideally with bolts. Legs that screw into the top will eventually detach. Top Design: Look for high impact plast
1. START USING RSS AS AN END-USER
The first step to getting started with RSS marketing/publishing is getting your own RSS aggregator, subscribing to other RSS feeds and just seeing and understanding how it all works.
There’s a variety of RSS aggregators to choose from. Just a small sample:
a) Web-based RSS aggregators (websites): http://my.yahoo.com, http://www.pluck.com, http://www.newsgator.com, http://www.bloglines.com
b) Desktop RSS aggregators (software): http://www.awasu.com, http://www.bradsoft.com/feeddemon/, http://www.stevenwood.org/stories/2003/06/08/voxLite.htm
c) Integrated RSS aggregators (integrate with IE or Microsoft Outlook): http://www.mozilla.org/products/firefox/ (browser with integrated RSS features), http://www.newsgator.com, http://www.pluck.com, http://www.attensa.com/index.php?ys=1
2. PLAN YOUR RSS FEEDS
Planning your RSS feeds might be the most important thing you do about RSS. You most certainly need an RSS feed for your e-zine, your news section, your articles etc.
But how you will package these, what others you might want to offer and other important issues, are much more complex than we can cover in this space. A precise overview of all of the opportunities is available in the “Unleash the Marketing and Publishing Power of RSS” e-book at http://rss.marketingstudies.net?src=sa13
You might also want to do follow-up (autoresponder) RSS feeds, feeds for your affiliates, feeds for your employees or business partners, feeds for the media, and so on.
3. CREATE A LIST OF RSS MARKETING/PUBLISHING REQUIREMENTS
Then create a list of requirements for the RSS marketing/publishing solution you will be getting to publish your feeds. The list should answer the basic questions, such as:
a) Do you want to integrate RSS publishing with your existing content management system?
b) What RSS metrics you’ll want to watch? For example, are you satisfied with just a rough idea of how many people are reading your RSS feed, or are you interested in more precise subscriber counts, clicks and even individual content item popularity?
c) Do you need feed personalization, such as personalizing your RSS content with the receipient’s name and other details?
d) Do you want to provide your subscribers with the ability to precisely select the content they want to receive in your RSS feed (customization), such as by content topic, keywords, authors and so on?
e) Do you want the RSS feeds to be hosted on your own server?
f) Do you need the ability to target promotional messages or other content to your individual RSS feed subscribers, for example based on their previous clicks and reading habits, or even their subscription data?
g) What’s your budget?
h) Etc.
More information on all the different possibilities provided by RSS is available in the free Business Case for RSS report at http://rssdiary.marketingstudies.net/case/index.html?src=sa13
4. CHOOSE AN RSS PUBLISHING TOOL AND CREATE YOUR FIRST FEED
After you’ve prepared a list of requirements you can start searching for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools
Desktop software you can use to inexpensively, quickly and easily generate RSS feeds, but doesn’t allow for more advanced features such as content targeting. The market leader in this category is http://www.feedforall.com.
b) Hosted online RSS publishing solutions
If you don’t want to be bothered with a desktop tool and having to constantly upload your RSS feeds to your server, you could try a basic hosted online RSS publishing solution, such as http://www.myrsscreator.com. Using their simple service you don’t even need your own website to publish via RSS. Anothe
Running a business or starting a new business is always challenging. There are seemingly infinite details a business owner must look after - inventory, personnel, product delivery, advertising, right location (for brick and mortar businesses). Internet businesses have some advantages, such as not needing a physical location or manage costly product overhead, yet Internet businesses have an entirely different set of challenges. These challenges include global (not just local) competition as well as the steep and ever changing technical learning curve.One thing is certain, whether you operate a “brick and mortar” or a “click and mortar” business, by the time you take care of all the nuts and bolts details necessary to start or maintain your businesses, you may be out of time, energy or fresh ideas as to how to attract customers.Here are 10 quick, sure fire ways to help
c) Integrated RSS aggregators (integrate with IE or Microsoft Outlook): http://www.mozilla.org/products/firefox/ (browser with integrated RSS features), http://www.newsgator.com, http://www.pluck.com, http://www.attensa.com/index.php?ys=1
2. PLAN YOUR RSS FEEDS
Planning your RSS feeds might be the most important thing you do about RSS. You most certainly need an RSS feed for your e-zine, your news section, your articles etc.
But how you will package these, what others you might want to offer and other important issues, are much more complex than we can cover in this space. A precise overview of all of the opportunities is available in the “Unleash the Marketing and Publishing Power of RSS” e-book at http://rss.marketingstudies.net?src=sa13
You might also want to do follow-up (autoresponder) RSS feeds, feeds for your affiliates, feeds for your employees or business partners, feeds for the media, and so on.
3. CREATE A LIST OF RSS MARKETING/PUBLISHING REQUIREMENTS
Then create a list of requirements for the RSS marketing/publishing solution you will be getting to publish your feeds. The list should answer the basic questions, such as:
a) Do you want to integrate RSS publishing with your existing content management system?
b) What RSS metrics you’ll want to watch? For example, are you satisfied with just a rough idea of how many people are reading your RSS feed, or are you interested in more precise subscriber counts, clicks and even individual content item popularity?
c) Do you need feed personalization, such as personalizing your RSS content with the receipient’s name and other details?
d) Do you want to provide your subscribers with the ability to precisely select the content they want to receive in your RSS feed (customization), such as by content topic, keywords, authors and so on?
e) Do you want the RSS feeds to be hosted on your own server?
f) Do you need the ability to target promotional messages or other content to your individual RSS feed subscribers, for example based on their previous clicks and reading habits, or even their subscription data?
g) What’s your budget?
h) Etc.
More information on all the different possibilities provided by RSS is available in the free Business Case for RSS report at http://rssdiary.marketingstudies.net/case/index.html?src=sa13
4. CHOOSE AN RSS PUBLISHING TOOL AND CREATE YOUR FIRST FEED
After you’ve prepared a list of requirements you can start searching for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools
Desktop software you can use to inexpensively, quickly and easily generate RSS feeds, but doesn’t allow for more advanced features such as content targeting. The market leader in this category is http://www.feedforall.com.
b) Hosted online RSS publishing solutions
If you don’t want to be bothered with a desktop tool and having to constantly upload your RSS feeds to your server, you could try a basic hosted online RSS publishing solution, such as http://www.myrsscreator.com. Using their simple service you don’t even need your own website to publish via RSS. Anoth
1. Use the Internet- Call a few local printers for estimates and then look on the Internet for the best deals. Usually the best areas to purchase printing from are the less developed states where industrial space and labor are less expensive. Printing in states like Pennsylvania, Southern States, and the Mid Western States can save you up to 50%. Once you have found a printer give them a small job to test their services. Chances are if you found them on the Internet they are not close and you can't just stop by to check them out.2. Plan Ahead - I know in today's market this is often difficult but a little extra time can save big money. Printers will charge between 25% and 100% on rush charges. Shipping charges for ground instead of overnight can save tremendous amounts of money. I have witnessed print jobs where the shipping costs exceeded the printing
You might also want to do follow-up (autoresponder) RSS feeds, feeds for your affiliates, feeds for your employees or business partners, feeds for the media, and so on.
3. CREATE A LIST OF RSS MARKETING/PUBLISHING REQUIREMENTS
Then create a list of requirements for the RSS marketing/publishing solution you will be getting to publish your feeds. The list should answer the basic questions, such as:
a) Do you want to integrate RSS publishing with your existing content management system?
b) What RSS metrics you’ll want to watch? For example, are you satisfied with just a rough idea of how many people are reading your RSS feed, or are you interested in more precise subscriber counts, clicks and even individual content item popularity?
c) Do you need feed personalization, such as personalizing your RSS content with the receipient’s name and other details?
d) Do you want to provide your subscribers with the ability to precisely select the content they want to receive in your RSS feed (customization), such as by content topic, keywords, authors and so on?
e) Do you want the RSS feeds to be hosted on your own server?
f) Do you need the ability to target promotional messages or other content to your individual RSS feed subscribers, for example based on their previous clicks and reading habits, or even their subscription data?
g) What’s your budget?
h) Etc.
More information on all the different possibilities provided by RSS is available in the free Business Case for RSS report at http://rssdiary.marketingstudies.net/case/index.html?src=sa13
4. CHOOSE AN RSS PUBLISHING TOOL AND CREATE YOUR FIRST FEED
After you’ve prepared a list of requirements you can start searching for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools
Desktop software you can use to inexpensively, quickly and easily generate RSS feeds, but doesn’t allow for more advanced features such as content targeting. The market leader in this category is http://www.feedforall.com.
b) Hosted online RSS publishing solutions
If you don’t want to be bothered with a desktop tool and having to constantly upload your RSS feeds to your server, you could try a basic hosted online RSS publishing solution, such as http://www.myrsscreator.com. Using their simple service you don’t even need your own website to publish via RSS. Anoth
Too often those of us that own an online business forget that there's another advertising medium that business owners have been using for years, with excellent results.That medium is Newspaper Advertising. Any online business owner that is not using the option of advertising in newspapers is losing potentially thousands of dollars per year.Although print newspapers have lost some of their readership to online news sources there are still millions of homes in America that still buy newspapers, either by newsstands or home delivery.Reading the newspaper is a habit for many families because there is something for everybody--sports, comics, crosswords, the food section, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper that would appeal to your target market. People expect advertising in the newspaper. In fact, many peo
d) Do you want to provide your subscribers with the ability to precisely select the content they want to receive in your RSS feed (customization), such as by content topic, keywords, authors and so on?
e) Do you want the RSS feeds to be hosted on your own server?
f) Do you need the ability to target promotional messages or other content to your individual RSS feed subscribers, for example based on their previous clicks and reading habits, or even their subscription data?
g) What’s your budget?
h) Etc.
More information on all the different possibilities provided by RSS is available in the free Business Case for RSS report at http://rssdiary.marketingstudies.net/case/index.html?src=sa13
4. CHOOSE AN RSS PUBLISHING TOOL AND CREATE YOUR FIRST FEED
After you’ve prepared a list of requirements you can start searching for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools
Desktop software you can use to inexpensively, quickly and easily generate RSS feeds, but doesn’t allow for more advanced features such as content targeting. The market leader in this category is http://www.feedforall.com.
b) Hosted online RSS publishing solutions
If you don’t want to be bothered with a desktop tool and having to constantly upload your RSS feeds to your server, you could try a basic hosted online RSS publishing solution, such as http://www.myrsscreator.com. Using their simple service you don’t even need your own website to publish via RSS. Anoth
The CEO of a worldwide business asked me to help him develop a talk he planned to give to several hundred of his top executives. He said, 'I feel as if I’m Daniel going into the lion's den.'Indeed, it was the business equivalent of a lion's den that he was entering. Hired from a competing firm, he was a stranger to the company, a company hobbled by declining market share and bad morale caused by the arbitrary actions of the previous CEO, an isolated dictator.'This is the first time most of them will see and hear me,' he said. 'I'll give a presentation on the state of the business.''Hold on,' I said. 'Don't give a presentation. Give a Leadership Talk instead.'There is a difference, I explained, between a presentation/speech and a Leadership Talk. A presentation/speech communicates information, but a Leadership Talk not only communicates information but makes a deep, em
After you’ve prepared a list of requirements you can start searching for the appropriate tool. These come in a few general categories:
a) Desktop feed generation tools
Desktop software you can use to inexpensively, quickly and easily generate RSS feeds, but doesn’t allow for more advanced features such as content targeting. The market leader in this category is http://www.feedforall.com.
b) Hosted online RSS publishing solutions
If you don’t want to be bothered with a desktop tool and having to constantly upload your RSS feeds to your server, you could try a basic hosted online RSS publishing solution, such as http://www.myrsscreator.com. Using their simple service you don’t even need your own website to publish via RSS. Another good choice, especially if you’re in PR, is http://www.press-feed.com/
c) Advanced RSS marketing solutions
These will cover more advanced RSS marketing capabilities, such as metrics, scheduled autoresponder messages, database building capabilities and similar. The strongest contenders in this market are http://www.simplefeed.com, http://www.nooked.com, http://myst-technology.com and some other strong players as well. Solutions aimed especially at smaller companies include http://www.rssautopublisher.com and http://www.market-soft.com/bypass/
d) Other options
There are many other options as well, one for example being using your existing content management system to publish RSS feeds, or using a blog publishing solution such as http://www.movabletype.com
5. PROMOTE YOUR RSS FEEDS THROUGH YOUR OWN CHANNELS
a) Create an RSS presentation page, on which you explain: what RSS is; how the visitor will benefit from using RSS; where they can get a free RSS aggregator (recommend one yourself!); how they can subscribe to your RSS feeds; and why they should subscribe to your own RSS feeds.
Then, on this same page, include the links to all of your RSS feeds. In addition to the standard orange RSS button, also include direct links for subscriptions via MyYahoo! (get it here http://my.yahoo.com/s/button.html) and other relevant services, such as Bloglines (http://www.bloglines.com).
b) Now promote this RSS presentation page as much as you can using all of your available channels.
c) Promote your RSS feeds directly below your e-zine subscription box, and always “above the fold”. Promote your RSS presentation page (telling your visitors that’s where they can subscribe to your feeds) on the most prominent locations of your site.
d) If you’re publishing more than one RSS feed, but rather a couple of focused topic feeds, promote each of them next to their topics on the site.
e) Promote your RSS feeds in all of your e-mail messages and e-zine issues.
f) As for the content, don’t just say “Subscribe to receive news from my site”, but rather prepare compelling copy to specifically show your visitors why they need to subscribe to your content in the first place and why they should subscribe specifically to your RSS feeds.
e) Enable Auto-discovery
Just include the following piece of HTML code in the
section of your webpages and you’ll be all set: link rel="alternate" type="application/rss+xml" title="RSS" href="ENTER_RSS_URL"6. PROMOTE YOUR RSS FEEDS THROUGH EXTERNAL CHANNELS
a) Submit your feeds to the appropriate search engines and directories. A good list can be found here: http://www.masternewmedia.org/rss/top55/
b) Ping the RSS aggregation sites each time you update your online content, letting them know that new content is available to be indexed. You can use this free service: http://pingomatic.com
7. OTHER KEY RSS ACTIVITIES
a) Measure and optimize your feeds
b) Syndicate your feed content to other web media
c) Display third-party RSS feeds on your site
Copyright 2005 Rok Hrastnik
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