Archive for June, 2010

Is sharing list messages with your social networks a good idea?

Tuesday, June 22nd, 2010 | Marketing Strategies with No Comments »

e-mailIf you have a list of people who have opted-in to receive e-mails from you? I’ve noticed many of the autoresponder, newsletter, and e-mail services are now allowing you to share those list messages with your social networks. I’m a social networking addict. I love sharing everything that’s going on with my social networks. At the same time, I don’t believe it’s always a good practice to share list messages publicly.

There are  times when it just isn’t a good fit to share. In some circumstances sharing could actually be counterproductive.  The rule of thumb is, if they opted-in for specific details, don’t share it.  Specific details being a call-in number for a tele-class, a pdf for download or a recording of something that they needed to register for.

If you want to continue building your list, you need to make sure people are still opting-in.  If you give everything away on your social networks, then opting-in isn’t necessary.  So, you never will collect names and e-mail addresses or other information that would allow you to contact them later. This is the reason you build a list.  So you can continue to connect with people who are interested in what you have to offer.

To some extent I do view social networks as an extension of my list.  That’s why I don’t totally rule out sharing with your social networks.  Sharing content like newsletters, articles and promotional e-mails that get people to opt-in are all great for sharing!  So, please do!  You’ll get great exposure doing that so it’s totally worth it.

Your list should be guarded as the place to get the secret, special information that they can’t get anywhere else.  If your special offers, call-in numbers and reports are plastered all over the internet for nothing in return, then why would anyone want to give you their name and e-mail address?

Even in this day and age of social networks, I believe the list is still a strong asset.  Share wisely, so you keep the integrity intact.  Build trust in your list by sharing information that makes people want to sign up to get it regularly.

What are your thoughts?  Do you share all your e-mails with your social networks?  Are you still building a list?

Kristen Berieis, Trust Marketing Expert

Why Templates Lower Your Trust Factor

Tuesday, June 8th, 2010 | Marketing Strategies with No Comments »

http-futuristicHave you seen these products and freebies that offer a FREE template for your marketing? Sometimes it’s a sales page or a follow-up series. They include all the graphics, html and promise of a successful campaign that will get you all the clients you can handle. Have you seen them? I have and they absolutely drive me crazy.

As a coach, especially, you need to be smart when it comes to templates. You can buy them, download them and use them. However, I would recommend at least tweaking them if you want to keep increasing your trust factor with marketing. Here are some reasons why.

1) Design - If the design of your sales page or e-mail looks different than the rest of your marketing materials, then how is anyone going to know it’s YOU who created and is selling that particular product or service? They won’t! So there’s no trust factor increase. They are starting from scratch. If you do nothing else, at least change the banner out and add a logo or banner from your website.

2) Language - Copy is extremely important. Usually, these templates have some great suggestions on what type of information is needed, how to lay it out most effectively etc… What they don’t know is your particular marketing style and voice. Would you trust someone who sounds different every time you talk to them? That’s what it’s like when one page has language that’s different from the rest of your marketing. Please change the copy to include your marketing message and voice.

3) Differentiation - Templates give you generic information. None of it is differentiated for your particular business. People trust you more when they know exactly what you offer and how you are different than everyone else who offers the same thing. Make sure you add differentiation into the materials.

I think it’s important to educate yourself on what needs to be in your marketing materials in order for your readers/viewers to be willing to take the next action step you suggest. At the same time, if you are going to use a template, make it just the start of your marketing materials. Add in your differentiation, voice, and branding.

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert