Sarah Worsham | Sazbean

Sarah Worsham / Nov 21, 2008

Innovation Drives Marketing & Strategy

rosslogosmall I spent the day at the Marketing Symposium at the University of Michigan’s Ross School of Business. In these tight economic times, many of the companies are spending a little more time in deciding where to allocate resources (both personnel and money), but the message that permeated all the presentations and panels was the need to innovate. Here are some thoughts on how companies are driving innovation and tying it into their marketing strategies:

Insights from one person are sometimes deeper than quantitative data
Consumers don’t always know what they would want to buy
Customers are evolving in their expectations of companies
Link technical aspects of a product to brand identity and marketing
Don’t ask customers “greed” questions (would you buy this if it was cheaper?)
R&D is key to meet numbers and show growth
Look for “weird and wonderfuls” – leaders in their niches for ideas and innovations
Act like a “startup” without the rules of a big company to spur innovation

How is your company driving innovation?

Technorati Tags: innovation, marketing, internet marketing, internet business strategy

Sarah Worsham / Nov 20, 2008

Protect Yourself and Your Customers from Credit Card Theft

The article I wrote on credit card theft from online businesses is up over on Practical Ecommerce…

Having even one credit card number stolen from your site can tarnish your reputation and impact sales for years. It is important to be aware of potential security flaws and how to mitigate them to protect yourself. – Practical Ecommerce – Credit Card Theft: Steps to Protect You and Your Customers

Sarah Worsham / Nov 18, 2008

Twittering for Business Startup Guide

Yesterday we discussed some issues you should consider when deciding whether or not to twitter for your business. Once you’ve decided to go forward, here’s how to get started:

Choose a Name

You’ll need a twitter name so that people can find you. Usually businesses choose a name related to their company name or a particular brand. If your name isn’t available, contact twitter. According to their TOS, companies can gain control of names they own.

A little about you….

The bio and website information will give people an idea of what you do and why they might want to follow your updates. These are especially important when people are searching for people to follow by keyword.

Publish your tweets

Setup your twitter feed on your blog and website, add your twitter address to your emails and other correspondence. Twitter is a great way to quickly add snippits of information to your websites and keep in touch with your customers.

Welcome tweet

Even without any followers, make sure you at least have a welcome tweet. People won’t follow you don’t have any tweets.

Find people to follow

You can use the twitter search to see if your customers already are on twitter, or find people to follow on blogs you read. Many people will also follow you back when you follow them.

Listen & Respond

Listen to what’s being said and monitor twitter for mentions of your company and brands. Politely respond to any concerns people have and to any questions you can be helpful with.

Be Relevant

Share relevant information with your customers via twitter. Links to articles or posts of interest can be twittered. Retweeting information others find can be a great way to connect too.

Keep Tweeting

You probably won’t find a twitter audience overnight, so keep sharing relevant information and use Twitter as another tool to connect with your customers.

Don’t Spam

While you need to keep providing good content, don’t overdo it. Tweets should only be every so often else they get really annoying. How often you can tweet depends on the tolerance of your audience, so it’ll take a bit of trial and error. A few tweets per day should be safe.

Be Patient

It takes time to realize the benefits of Twitter. Keep at it, keep listening and stay in the conversation.

What Twitter tips do you have? Please share in the comments.

(photo by Lin Pernille Photography @ Flickr CC)

Technorati Tags: twitter, social networks, social media, internet marketing, internet consulting, internet business strategy

« Previous Page