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How Publishers Can Make Money with Social Media

There is no doubt that social media has changed the way that people consume information. Many publishers have certainly felt the effects of that. People are searching, finding, and reading content on more channels than ever before.

However, there is a way for publishers to use social media to actually grow their business. How so? I’m happy to provide ideas and inspiration in the presentation below:

I hope that you find the content within the presentation helpful.

Some of the main topics covered included:

  • Why You Should Care About Social Media
  • How Publishers Can Use Social Media
  • Best Practices, Strategies and Tips

QR Codes, Wrapping Paper, and Charity

QR Code Wrapping Paper from CustomXM

I just wanted to share a great project that has been launched by my friend Paul Strack.

Paul and the folks at CustomXM have launched a website that allows people to order QR Code wrapping paper! While placing your order, people can choose where they want the QR Code to direct people.

But in addition to ordering wrapping paper that will impress your smartphone-or-tablet-loving friends, family members, and others, you can also support a charity that is local to CustomXM by placing an order.

Click here to place your order today!

LinkedIn: From a Connection Collector to a Sales Generator

Connection Image

When people talk about how they are using social media in the marketing efforts, Facebook and Twitter are often the first answers given.

Sure, they might be on LinkedIn. But they may currently only view it as a way for them to “collect people” – i.e. to amass connections.

If that sounds similar to how LinkedIn is utilized in your business, here is one idea for converting that connection data into a way to build relationships and generate sales.

Connections and Job Status

When someone experiences a change in their employment status, LinkedIn is often the very first social network that they update. Depending on our relationship with that person, taking action on that information can be valuable to them… and us.

I recently talked to a service provider that told me how he acts on that type of data. Here’s his story:

His company helps clients reach their marketing goals with design, print, direct mail, email, mobile, landing pages, and more.

While they have had success launching campaigns for a number of companies, they sometimes run into trouble because of high-turnover among the marketing departments that they work with. Lately, this has often occurred because of budget constraints, rather than performance.  But either way, the path to creating long-term, recurring business with those companies is not always easy when the employees change frequently.

In order to capitalize on the successes that they have helped marketers achieve, this company actively seeks to connect with those folks on social networks. Primarily, they try to do this on LinkedIn.

How LinkedIn Helps Deepen the Relationship

If a once-happy customer experiences a job change, the company still has a connection with them. For example, the company may:

  • Use LinkedIn to send a personal note when the job change does occur.
  • Offer up a recommendation for the person.
  • Refer the person’s profile to companies where there may be a fit.

Along with those one-time actions, they will make an effort to stay in touch with them in the weeks and/or months that follow.

By staying connected and engaged to these folks, they create opportunities to receive future sales and jobs once that person is in place at a new business.

How so? Well, they were already a fan of the services provided by that company. And their appreciation of them will no doubt be deeper because of the conversations and actions that took place during the process of changing jobs. Thus, they may be apt to highly recommend that company’s services to their new employer.

Can it Help You?

Certainly, this effort takes a bit of time and determination on behalf of that service provider! But in their words, “it’s helping me grow my business!”

If you are looking for ways to use social media to create and deepen relationships, paying attention to your LinkedIn connections might be a perfect place to start.

 

P.S. If you’d like to connect with me on LinkedIn, here I am!

 

 

Photo Credit

4 Marketing Trends Worth Watching

The year 2011 might be coming to an end soon… but that doesn”t mean the worlds of marketing and communications will slow down! Here are

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4 marketing trends that I will be watching in the months to come:

QR Code Backlash… and Replacements

I absolutely still think that there is a place for marketers to use QR Codes successfully! But in the ever evolving world of marketing and communications, people are always looking to find the next big thing. I am a huge fan of QR Codes. However, we must keep an eye on other alternatives. Technologies such as Near Field Communications (NFC) will continue to generate buzz as a new (and perhaps better) way to make print interactive. Also, if marketers continue to use QR Codes incorrectly, that will contribute to people having negative feelings to them.

Increased Emphasis on Organic SEO

The amount of data being generated online daily is astounding. Thus, it will become more important than ever before to ensure that people can easily cut through clutter and find our company online too. Banner advertisement casino can help; but they can only drive so much traffic. In order to be found through search engines, it will remain vital for companies to ensure that they are using the right keywords on their website and in their social networking activities.

Social Networks Used for Customer Service and Customer Loyalty

Many people typically think of social networks as a way to increase their lead-generation efforts. While this can be true, it can also be a very valuable tool for providing customer service and customer loyalty programs. People are becoming more comfortable turning to social networks to try to find help — whether it’s by posting a complaint or (more preferably) a question. Nearly a billion people are on Facebook; I have no doubt that your customers are among that number! Do you make it easy for them to do business with you while they are spending time on that site and other social networks)?

Adoption of an Integrated Marketing Approach will Grow

Yes, at times the worlds of marketing and communications can be overwhelming. Just when we think we’ve mastered a social network, a technology, or a new marketing channel, there will be a demand to catch up with whatever comes next! But no matter what the tool or tactic is, success will always come by having a strategy and integrated marketing plan to guide us along the way. Not only will that help our own marketing efforts, but our clients will benefit from it as well. —— These are just a few of the items that I”ll be watching through the end of the year into 2012. I”ll make sure to share more of them soon!   Photo Credit

HP Educational Event for Printers in Tukwila, WA

Yes, after taking my book tour to Singapore, I am back home in the United States. Okay, I’m not exactly home yet. I am on the West Coast this week to participate in an exciting educational event for printers. I will be delivering a presentation that is packed with information, inspiration, case studies, and more to help printers better market themselves.

If you are in the area, I’d love to see you at at this event! Here are the details:

Date: Wednesday, November 16th

Time: 11am-3pm

Where:  Billy Baroo’s at Foster Golf Links
13500 Interurban Ave. S
Tukwila, WA 98168

Agenda:

11am Registration
11:15am “Decommoditizing the Print Buying Relationship” – Steve Enstad, PageDNA
12:15pm Lunch
12:45pm HP Customer Panel
1:45pm Short Break
2:00pm “How to successfully market your company and brand” – John Foley, interlinkONE
3:00pm HP Indigo 7500 Demonstration (at KP Corp)

Interested in attending? Please click here to register >>

How Can Printers Improve Their Own Marketing Efforts?

Yes, it’s true. I spend a lot of time working with printers to help them offer multi-channel and cross-media marketing services to their clients. And while I truly believe that

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diversifying the services they offer can help them to grow their business, it is also just as important for printers to practice what they preach and improve their own marketing efforts. If they will be selling multi-channel campaigns, they should be executing those to

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promote themselves. If they are encouraging clients to include QR Codes on their printed materials, they should be using them on their own business cards, signs, brochures, and direct mail efforts. On November 16th, I will have the chance to speak about this topic some more in Seattle, Washington. The event is being put on by the folks at HP. If you are interested in attending, please click here to register >>   I recently recorded a video that discusses this event a bit more. I hope that you enjoy it!

The Book Tour is Headed to Singapore!

Yes, it”s official — I am taking my book, “Business Transformation: A New Path to Profit for the Printing Industry” across the world to Singapore! While I”m there, I will be participating in a number of

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events that are being hosted by Spring Singapore. Primarily, I”ll be speaking to printers on how they can find ways to transform and grow their business as the worlds of marketing and communications continue to

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change. Here is a brief video on my upcoming trip there: This will be my first trip to Singapore. If you have ever been, I”d love to hear from you! Please feel free to connect with me on Twitter.

5 Ways to Grow Your Business with Online Marketing

5 Ways

Many companies today recognize that online marketing efforts – including social networks, SEO, and their website – should be utilized to grow their business. However, there are still a lot of questions on how to truly use those channels to drive leads and interact with customers & prospects. Here are 5 ideas on how you can do that successfully.

Plan and Host a Webinar

Webinars can be one of the best ways to drive leads to your sales team. They also can help to get your Company’s name in front of a lot of people. Once you’ve planned a webinar, you can announce it on your blog, in social media sites, on your website, or in your email efforts. Webinars provide an opportunity to share your expertise with any number of people. In addition to that, they can create engagement opportunities. You can ask attendees to participate by asking questions, answering polls, and sharing their experiences. Also, by recording your webinar you will be creating another sales tool that your team can use in future efforts.

Launch an eNewsletter Campaign

A monthly eNewsletter campaign can be one of the most effective marketing activities that your company does. eNewsletters are a great way for people to stay up to date with what your business is doing. It also gives you’re an opportunity to show a more personable side to their audience. For example, you can provide a variety of content in each issue — this might include a How-To-Guide, a video featuring one of your staff members, links to popular blog posts & industry news stories, and pictures from recent events.

Host an Event or Seminar

Okay – yes, I am talking about creating an offline event. It might be an open house, a seminar, or a lunch and learn. But by creating these events, you will generate a tremendous amoung of opportunities to connect with your online audience. You can create emails that invite people to register via a landing page. You can create videos that highlight why people will benefit from the online casino event. You can encourage people to talk about the event – before, during, and after – by using a specific hashtag on Twitter. Also, you can connect with all of your registrants on channels such as LinkedIn. The offline event itself might only last a few hours — but those online connections and engagement opportunities can certainly extend much farther.

Provide an eBook or White Paper

One of the best ways to drive leads to your sales team is to create an eBook or White Paper and then encourage people to download it. Once you’ve created the content, develop a simple landing page that allows people to register for the eBook or White Paper. Do not ask for too much information up front! Perhaps you should only ask for their email address. This will help to increase downloads and drive more leads to your team. Your reps will thus have the opportunity to follow up with these people and strive to learn more about them in the future.

Create a Contest

It’s true – people love games and prizes! Online marketing channels provide plenty of opportunities for companies to capitalize on that in the form of contests and giveaways. You can incorporate them into your eNewsletter, blog, social media sites, etc. Make it easy for people to register for the contest. Once that is done, send them a “Thank You for Entering” email. During that interaction, encourage them to check out some of your other online content while they’re waiting to see if they’ve won.

These are just a few ideas on how you can use online marketing activities to interact with your customers, generate new leads, and build buzz about your company. Those efforts should absolutely play an important role in helping you to grow your business.

Photo Credit

Printing Survivor 2011 Event

Graphic Arts Magazine Survivor Event Tomorrow, on Thursday, October 13th, I’ll have the chance to speak on a topic that I am quite passionate about — how printers can find ways to grow their business! The event, themed “Printing Survivor 2011“, is being held at the Le Jardin Conference & Event Centre in Vaughan, Ontario. The event is being put on by the great folks at Graphic Arts Magazine. On the official website, the event is being promoted as a place where “attendees will get practical, workable, no BS strategies from industry leaders who have not only weathered the economic storm, but are prospering.” I am quite excited to have the opportunity to deliver on that promise along with the other speakers. That list includes

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Peter Muir of Bizucate, Jay Mandarino of C.J. Graphics, Inc., and Arjun Basu of Spafax. I hope to see you there! As someone that is a major fan of social media, I will be doing my best to share content throughout the day. Stay tuned to my Twitter account and the hashtag #PrintingSurvivor2011 for pictures, quotes, highlights, and maybe some video (if we have a good internet connection!). Please click here for more information on this event >> Image used courtesy of Graphic Arts Magazine

A Shining Example in the Printing Industry: Universal Millennium

John Sisson of Universal Millennium with Cary Sherburne on What They Think

I was quite pleased to see John Sisson of Universal Millennium featured in a WhatTheyThink.com video today. John shared some excellent information on how his company has transformed and grown their business over the years. I think

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that they are certainly a positive story

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in the printing industry. Full disclosure — Universal Millennium is an interlinkONE customer. However, in addition to having the chance to work with the folks from Universal Millennium in the vendor/customer relationship, I also had the chance to spend a lot of time with them while I was writing my book. Yes, in Business Transformation: A New Path to Profit for the Printing Industry, I had the opportunity to feature a case study on Universal Millennium that highlights the path their company has taken to transform into a marketing services provider. Here are a few of my favorite points from their story:

  • They found ways to grow their business by making strategic acquisitions.
  • They determined that they needed different resources internally and externally and they made the investments.
  • They changed their branding and message to focus on what”s important — how they can help their customers!
I want to thank Cary and John for taking the time to film and publish the video on What They Think. I hope that it serves to inspire other companies that are looking to grow their business.