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| Nurture Blog March 1 2011 09:33:04 PMI've been running a round table discussion group for Microsoft Partners for the last 5-years. Broadcast and Live these sessions are focused on helping companies learn about proven marketing techniques, tactics, and strategies. On February 9th, Anya Ciecierski (pronounced Chair-Chair-ski) from CAL Business Solutions spoke about Group Blogging. So what is Group Blogging? Without a doubt, the ultimate Search Engine Optimizer! It is an effective way to drive more traffic to your website, raise your organic search engine ranking which in turn generates leads. And group blogging settles the biggest issue people have with Blogging- that it takes too much time, commitment and effort to keep the blog fresh and relevant. With Group Blogging everyone contributes links and content so the blog can easily have 1 or 2 new blog entries every day without the full responsibility of effort or money falling on just one person or company individually. To create a Group Blog you need to attract groups of people that share your interest. Anya has Group Blogs dedicated to several Microsoft software solutions such as Customer Relationship Management (CRM), and Enterprise Resource Planning (ERP, or accounting software on steroids) and SharePoint (the ultimate collaboration tool). Group blogs can also be created for a vertical focus (such as Distribution or Food and Beverage) or area of interest all the way up to large groups of people like Retirement Planning. Simply bring together groups of people that share similar specialties that are non-competitive and you have the foundation for a great Group Blog. Members can be recruited from complementary organizations, for example a Financial Planner, CPA Firm, Law office, and real estate or from regional competitors whose territories that don't overlap. Together members are required to create content, usually 2-3 entries a month that are posted on the Group Blog's site that list all members with links to their home page or specialized landing pages. It's a good idea to hire a company to coordinate the group blog to do the mundane posting, measurement, and maintenance but mainly to keep on top of all members to contribute to the Group Blog. Nurture Blog January 15 2011 11:37:40 AM
I've made a career in planning and executing events over 250 times in the last 20 years, with experience in managing event teams, including seminars, webinars, round tables, facilitated discussions, tradeshows, road trips, and speaking programs. I've observed the best and the worst, and I've actually been part of the worst seminar ever (the speaker froze completely). But the biggest mistake that always gets repeated is the lack of marketing follow-up after the event. Don't get me wrong, marketing usually does an adequate job getting people to the event, and sales does a good job following up on prospective sales, and nearly all events get executed more or less (sans the speechless speaker), but once the event is over, NADA from Marketing. I know the feeling: a collective sigh of relief when a successful event is over; after all, marketing made this happen and management is usually very happy. But now is the time to really shine. Because if a person has given up part of their day to attend your event, they are serious about something at some level. Segment your attendees into two groups: those "in the sales cycle" and "not now." Let the sales person handle the sales cycle, but be prepared to absorb those prospects that fall out. Create a specific marketing plan for the "not now" group that includes monthly touches; for example, a thank you direct mail with a memento of the event, followed by a telephone call and two emails. Run the "not now" group for an entire year after the event (continuing the track of two emails and a call) and your NADA will turn into a Cornucopia of business attributable to marketing... and that's what everyone wants. Nurture Blog December 21 2010 04:56:16 PM I don't play the lottery, but in many ways, I believe I've won the lottery many times over. I am very lucky to have ended up living at this time in history, in the United States, with an incredible family, with a fantastic company, partners, and business associates. I learned a long time ago, that a person is not only measured by what they make, but what they give back. Many believe the spiritual benefit of giving to the poor is so great that the recipient of charity actually does the giver a favor by giving a person the opportunity to give. It's no accident that many business, media, and political leaders share their expertise with a charity they have a passion for. There is a high correlation between giving of your time and success in life, no matter how you define that success. Every Principal of Nurture Marketing has a charity that they are committed to, and all of our employees and associates are encouraged to be involved in giving to the less fortunate in their communities. Some examples include women's cancer awareness, religious organizations, micro-lending, and a Children's Center. Barbara Pfeiffer is Vice President of FORCE: Facing Our Risk of Cancer Empowered, and serves on the Board of Directors. FORCE is a national non-profit helping advocate for, educate and support families at risk of hereditary breast and ovarian cancer. Barbara also started Annette's Angels, an on-line boutique selling awareness items and jewelry. 50% of the proceeds from Annette's Angels are donated to FORCE. Nurturing relationships and nurturing little ones is top of mind for the Lois Bronz Children's Center in White Plains. Here is where Jennifer Garcia has helped to identify ways to increase community involvement and donations to the Center through the development of a comprehensive marketing plan, camp, and center brochure. She continues to help the Center as they go forth to achieve their fundraising and volunteer goals for 2009-2010 and into the future. Since 1988, Jim Cecil's passion for entrepreneurism led him to support, personally serve and contribute to micro-lending organizations like KIVA, Heifer, and the Grameen Foundation, combining the power of microfinance, technology and innovative solutions to defeat global poverty, as well as Heifer Intl. and to KIVA International. All focused intently on alleviating poverty. Jim presents webinars and live seminars to entrepreneur-groups worldwide explaining micro-lending concepts, some achievements and goals, and encouraging entrepreneurs to get engaged in this vital, humanitarian work. Eric Rabinowitz is on the Executive Committee and serves as Co-Executive Vice-President for a 600 family Jewish Center in central New Jersey. On the executive board, he serves as VP of Marketing and Membership, and he has utilized his skills to help launch a new era in the life of this religious community. He has served as a member of the Rabbi Search, Long Range Planning, 92nd Street Y simulcast, Purim Gala committees, and served as Men's Club President. Eric is currently responsible for press relations, event marketing, membership strategy, and events. A company like Nurture Marketing is made up of people, and we are so proud that they h
ave passions outside of our business dedicated to making life better for everyone. Nurture Blog November 13 2010 05:35:54 PM Sports analogies are common in business but one of my all time favorites is comparing business and marketing fundamentals with football fundamentals. All of us that are familiar with American football know that you can have a great quarterback, but if you can't block and tackle it doesn't much matter.
Focus makes everything in marketing easier, messaging (no more mushy general messaging geared to no one in particular), differentiation (how can you be different when you are the same as everyone), credibility (what experiences do you have that qualify you as an expert), unique selling proposition (can you demonstrate your uniqueness in every product you sell?), and online marketing (what is it that you really do?).
If you run into trouble with your business plan, you should ask yourself if you've lost focus, if you don't know the answer to that question ask a client "what is it that we do that helps you sleep at night"? The answer should always relate to your business focus, if not you may need to tweak your marketing.
Focus is the blocking and tackling machine that will drive your business to success (please notice I'm resisting carrying the metaphor too far by not saying over the goal line!).
Nurture Blog October 25 2010 07:34:15 PM When we sent our recent press release on our name change we were asked by PPB Magazine (published by the Promotional Products Association) to answer a question from one of their readers. The question was right up our alley having just undergone our own re-branding. "I've been doing business for seven years under one company name, but now I feel it no longer reflects the services I offer and the niche I've built for myself. How can I go about changing the name without losing my clients and suppliers and having to start all over again?" Changing your name and your brand is a tremendous opportunity if you follow a three pronged approach: objective, plan, and communicate. Start with your objective. You need a good reason to change your name. When the Nurture Institute became Nurture Marketing it reflected our shift from a marketing education company to a full service marketing agency. This reflected our increased focus on client needs and our adapting of our business to meet those needs. A client focused reason for the name change makes for a positive perception. Once you have determined your reason for changing, build a plan with timing and budget. Make sure you consider everything such as domain names, stationary, social media accounts, etc. Don't forget your messaging including your value proposition. As noted above, you should have a good reason to change and most likely that reason will need to be reflected in any messaging about who you are and what you do. Finally -- and most importantly -- communication. As part of your plan, make sure you have a strong communications strategy, what you are going to say, who are you going to say it to and when. Have lists ready and all your mails and notifications pre-written and ready to go. Use the message as way to reconnect with your clients and suppliers and thank them for continuing to support your business. Be prepared too for the most common questions: Is anything changing with your products, services you offer, etc. Make it clear that you are offering the same great service and products with the same people. By the way, hire an expert to consult on your brand change. There's a science AND art to selecting a new name. You don't want to be stuck with something that doesn't resonate with your clients or creates confusion about who you are or what you do. Eric Rabinowitz October 4 2010 08:55:31 AM
Woodbridge, New Jersey (September 17, 2010) Nurture Institute LLC, a respected marketing organization known for their educational programs and products teaching the principles and tactics of nurture marketing, announced today the company has officially changed their name to Nurture Marketing.
Along with the name change, Nurture Marketing boasts a new visual brand including a new logo and extensive new website ( www.nurturemarketing.com) which features several free marketing resources for visitors to read and download. "The name change reflects our continuing evolution of the Nurture Marketing concept. From an educational marketing organization to a company that provides a wide array of marketing services, always adhering to the Nurture principals we created over 25 years ago." says Jim Cecil company Chairman. The company has also restructured their marketing programs to offer an expanded set of services including channel marketing programs, content development, custom campaign creation and management, accelerated demand generation programs as well as their well-known educational and training programs, professional speakers and an online store to purchase marketing books and products. "These changes simply reinforce our dedication to the principles of nurture marketing and will bring our full range of services to the forefront alongside our educational programs. We are fortunate to have grown substantially and, in the process of developing the most effective ways to deliver results for our clients, have developed some very exciting marketing tools and an exceptional team of talented professionals. We wanted our branding to reflect this renewed energy," says Barbara Pfeiffer, managing partner. The concept of nurture marketing was originated more than 20 years ago by Nurture Marketing senior partner, Jim Cecil, along with managing partner, Eric Rabinowitz, both co-authors of the popular books, Nurturing Customer Relationships and 101 Business Love Letters. Joined by managing partners, Barbara Pfeiffer, formerly with Microsoft Corporation, and Jennifer Herold-Garcia, from Hilton Hotel Corporation, the company works with an impressive list of clients, including global companies like Microsoft and Nokia, along with small to medium-sized businesses across nearly every industry. ?One of the main principles of nurture marketing is to 'give before you receive,' and we practice that rule every day around here. On paper, it's truly mind blowing the level of talent and experience we can offer our clients. More importantly, every person that joins the Nurture Marketing family must have this special 'above and beyond' personality too. It really shines through in our work and the relationships we build with our clients," adds Jennifer Garcia. More About Nurture Marketing's Name Change: Nurture Marketing's new name celebrates the company's transformation from an educational organization sharing the principles and tactics of nurture marketing, to a full-service marketing partner offering a comprehensive and progressive set of marketing services, programs and products. About Nurture Marketing Nurture Marketing is a full-service marketing group headquartered in Woodbridge, New Jersey. Details about the company, their programs and services, and free marketing tips and resources can be found online at www.nurturemarketing.com or by calling 732-636-1001 (ext. 27). Contact: Eric Rabinowitz (732) 636-1001, x27 erabinowitz@nurturemarketing.com Eric Rabinowitz August 19 2010 01:59:19 PM
No doubt, marketing surrounds us; some resonates while others drift off around us without entering our consciousness. Billions of $$$s are spent trying to get our attention. Why spend your company's money trying to find the next great marketing message and technique when other highly paid teams have done the job for you? You should be taking notice of the messages that others are creating that are achieving results with you. Even better, find those messages that are targeted at your customers. Find companies with "booku" marketing budgets that are trying to influence your clients. They have the resources to know what really works. See what you can use from their messaging and delivery that you can use in your own marketing campaigns.
Remember the famous quote from Sir Isaac Newton, "If I have seen a little further it is by standing on the shoulders of Giants." Nurture Blog May 15 2010 02:04:19 PM
I love metaphors, probably because they are my life as a Principal of Nurture Marketing our growing Marketing Services Company. I've had the benefit of working with the two OOOBER-metaphor people in the world, Jim Cecil and Anne Miller. Metaphors are used to associate your product/services, the uses, features and benefits in pictures and words positively.
Recently I compiled a list of 9 ways to effectively utilize metaphors in marketing. Thank you Anne and Jim, you are the Apollo of Metaphors!
Metaphors make communications "sticky". They are Visual, Associative, Memorable, Emotional, and Unique leading to the instant "Aha" in your prospects and customers.
Metaphors are frequently used by successful companies in their advertising and marketing. Pay special attention to advertising such as billboards where the advertiser needs to convey their message within 2-5 seconds. Also, look through a magazine and jot down what you think the advertiser is trying to communicate (it's not always about sex). Think of a product or service you currently offer. What are some ideas on how the advertiser's metaphor can help you communicate how your company's product or service can help cure your customer's or prospect's pain?
Metaphors should say with one image, phrase, attachment, or enclosure what it would take you several paragraphs to say in words.
Direct mail metaphors include enclosures that help you get your points across or position your company in the minds of your clients and prospects. For example, a crystal ball evokes seeing into the future for the good of your client, a compass can help a client choose your company as the right direction, and a magnifying glass can add clarity to a situation.
Use a good metaphor to drive home a point, clarify confusion, or differentiate between points. I had a boss who used analogies to help people understand complex issues in a simple, understandable, and relevant manner.
Use search engine images to give you ideas on appropriate and useful metaphors.
Utilize images in your e-Mail communications and link those images to a landing page that expands on the messages contained within the image.
The Nurture Institute's top 5 metaphors direct mail metaphors of all time are:
- Compendium Cards containing famous quotes
- Compass
- Tools
- Race Cars
- Crystal Ball
Subscribe to Anne Miller's free monthly newsletter The Metaphor Minute at www.annemiller.com . Eric Rabinowitz February 7 2010 09:27:59 PM
For years I never really understood the tone of most marketing letters that come across my desk. What I found is that most of what we produce in our industry lacks humanity. We tend to try and hit the impersonal centers of reader's brains and almost always ignore the emotional and truly human parts. I think people like to buy from people who they know and trust but most of what I see as marketing collateral does nothing to create personal relationships. I've recently asked our writers to submit more personal letters and articles for our e-Mail Assistant delivery system that was specifically designed for 1:1 communication (www.emailassistant.com). The next time you sit down to write for your company I strongly recommend that you remember you are communicating with people. Stay away from "Marketing Speak", when crafting your message; try to connect with the person you are writing on a human to human level. Like Humans Do. Nurture Blog November 8 2009 04:44:03 PM
I think I first started thinking regularly about “viral marketing” when I learned about its impact in a “Staying Ahead of the Pack” presentation given by Mac McIntosh in 2006. My life in marketing has taken me in different directions, though I have always had to appear to be in the “know” when it came to the most modern online marketing ideas. So I finally started to pay more attention and decided to Blog this month on what I learned. I figured that since everyone and their mother, including Costco Connection magazine ( I READ everything) is writing about it , so will I.
I think upfront it is fair to say that this topic is OVERWHELMING, that is why it has taken me a long time to get my arms around it. So, I think one “take away” from this post is – do what you can and what you are comfortable doing-it’s impossible to read and do everything..
So for some, it is simple SEO (Search Engine Optimization) – DIY flavor or invest in a pro. The costs to optimize your website professionally have dropped substantially over the last 4 years and prove “worth it”.
Learn to BLOG. Blogs do generate traffic to your website and in turn, leads. Find sites that will publish your Blogs and spend time once per month writing. So, if writing is not your thing, you can hire a writer (by the hour) and help them develop an annual editorial calendar that includes topics relevant to your offer. Then ask them to do what they do best…write it! You will be surprised to find writers that will also be knowledgeable of places to publish Blogs on the Web too.
So what about Social Networking sites? Facebook for business? Well I think the best use of this tactic is including it as part of your campaign. By just starting a group or having a FB page you won't get much business. Especially if you are in the BtoB space. However, I have seen excellent examples of using FB as part of a Campaign – driving interest to your FB page. Once there you can have a survey, questions, etc... In essence, it can replace a campaign-specific “landing page” and help build your database of suspects/prospects. But before committing to including Social Networking in your next campaign, make sure you are going to use it actively…setting up a page and then leaving it is a waste of resources. Make sure you refresh content and drive visitors to your page by including it as part of a larger campaign.
The same applies to the most active of the B2B social networks - LinkedIn. Particpating in groups and answering questions are what drives the connections. Make recommendations (unsolicited) for people you've worked with and ask for referrals from customers and partners.
Lastly, if you are not doing video…get with the program. Demos and product/service information should all be done in simple video. No more than 90 seconds for something informational/promotional and no more than 3-4 minutes for a demo. Once you have the video it can be optimized and searchable – and of course you can upload it to various sites, like YouTube.
So those are some tips that support “viral marketing”, they may be simplistic ones, but they are manageable onesJ You’re always guaranteed to get the practical advice from my Blog postsJ
Resources:
Go to these resources. They are chock full of statistics and reasons for WHY you should be doing viral marketing.
A site…http://www.emarketer.com/ another site…http://womma.org/main
A book… When Search, Meet Usability another book…I’m on LinkedIn – Now What???.
A report on effectiveness of video…(http://blog.nielsen.com/nielsenwire/media_entertainment/media-is-on-demand-but-content-is-still-king/ )
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The Nurture Institute has a Writer’s Guild and team of designers trained in the Nurture Methodology that can create dynamic video and Blog posts (I wrote this one myself). Additionally, we recommend SEO vendors, as well as provide advice on using Social Networking sites to optimize your Marketing Campaigns. Feel free to contact me via email me at jgarcia@nurtureinstitute.com or phone732-636-1001, x27. |
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