Seth’s Permission Marketing
Just a quick one today. I found this reasonable summary of Seth Godin’s permission based marketing system. It’s quite a straight forward and simple summary for those of you in a rush.
For those with even less time, here are the five steps to permission marketing:
1. Define the irresistible offer
2. Create a targeted business list
3. Create the opt-out message
4. Craft the perfect pitch
5. Reinforce the relationship
To define permission based marketing it’s all about building ongoing relationships with your customers and prospective customers, rather than focussing on transactional relationships. In other words, aiming to extract the maximum life time value of a customer, rather than a just one off purchases.
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Building a Website - 7 Essential Questions (part 4)
Building a Website - 7 Essential Questions (part 4)
Do you know what content you want to include on your site?
You need to think about both the text and images you want on your website. Not only what you want to include, but how you will create it. For example, do you have the content in house already, or will you need to take some photos or write some new text. Will you need a professional copy writer to help put this together, or edit your writing?
Once the content has been created, think about whether you will want to change and update it regularly, or if it will remain fairly static? If you want to be flexible then you’ll need a content management system (CMS) running at the back end of your site. These aren’t particularly expensive (in fact you can get some open source CMS programmes that are excellent) but your designer will need to set them up to work on your site.
Think carefully here as the content will have a dramatic impact on the cost of building and maintaining your website.
Tag:EMarketing web 2.0Building a Website - 7 Essential Questions (part 3)
Question 3
Have you reviewed the websites you like and dislike and listed the reasons why?
The best place to look for inspiration in web design is obviously the internet. There are millions upon millions of sites online, with more added each and every day. If you take the time to look closely you will easily be able to pick out the styles and functionality you like and importantly, what you don’t like. These ideas should form part of the brief you deliver to your design agency.
Which sites should you look at?
Think about your competitors first, then your industry / profession, followed by aspirational websites. Far example, if you’re an architects practice, look at other architects first, then consider design or construction company sites, before a general trawl of the internet.
Try to keep in mind that you’re only looking for ideas and not a template to copy.
Tag:EMarketing web 2.0Building a Website - 7 Essential Questions (part 2)
Question 2
2) Do your website objectives link to your overall business and marketing plan? i.e. will a website support your business goals?
Any marketing programme needs to be linked to your business goals in order to be worthwhile. This may seem like an obvious point, but it’s surprising how people jump into building a website, without understanding the wider context or opportunities available to the business. If you haven’t written a business plan or marketing plan yet, then I strongly recommend doing this first. Putting your ideas on paper and spelling out how everything will work (from banking, to premises, marketing, insurance and more) will help you to decide how important your website is to your broader business activity.
Try to keep your business objectives SMART - Specific, Measurable, Actionable, Realistic and Time bound. More advice on writing a business plan will be available on www.marketingblagger.com soon.
Tag:EMarketing web 2.0-
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