• Put an End to Email Spam

  By Tracy DiMarino | Posted Dec 1, 2011 | 0 Comment(s) | Filed in: Content Marketing

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  We’ve all received them—unsolicited emails from companies we don’t know or care about, usually without an opt-out option. It’s one of my pet peeves, and likely that of your prospects and customers as well.

  While email marketing programs are a cost-effective and measurable way to drive website traffic and sales, build thought leadership, and connect with leads and customers, the benefits quickly disappear when lists aren’t properly managed and communications fail to meet CAN-SPAM requirements.

  To avoid having your emails trashed, below are some quick reminders to help you get the most value out of your campaigns, while being respectful of recipients. 

  Adhere to CAN-SPAM
  

  CAN-SPAM protects the consumer from unwanted and deceptive business communications, and failing to follow it can result in hefty legal fines. Below are the main requirements for CAN-SPAM compliance.

  • Use accurate and non-deceptive heading information (i.e. “to” and “from” fields) and subject lines.
  • Provide your mailing address and opt-out capabilities within the email.
  • Honor opt-outs.
  • If using a list in which recipients did not opt-in or double opt-in, you must also clearly disclose that your message is an ad.

  Note: You’re liable for the above even if a third-party sends the emails on your behalf.

  Keep in mind that the law affects all commercial messages—even when they aren’t sent in bulk.  In fact, inspired by a Daniel Burstein (@DanielBurstein) tweet, PR 20/20 now includes opt-outs in all pitches to reporters and bloggers.

  

  Don’t Rely on Third-Party Lists

  While it is enticing to use third-party lists to quickly expand your company’s reach, doing so can put your entire email-marketing program and brand at risk. This is because these individuals never opted in to receive communications from you, and are much more likely to send your email to the spam folder. 

  According to MailChimp, “If you send emails to a list, and you get an unusual amount of SPAM complaints (more than 1 out of 1,000), ISPs will begin blocking future emails from your company.” This could negatively affect the delivery of all emails your organization sends.

  For this reason, it’s against the majority of providers’ terms of use to upload and send to third-party lists. Check out the policies from MailChimp, Constant Contact and iContact as examples. 

  Develop Your Own Opt-In Lists

  The most successful campaigns will be those based on your own opt-in lists of recipients, who have requested communications from your company. Below are some tips for building this database.

  • Add enticing calls to action and lead forms on your website. In addition to traditional contact pages, consider placing content pieces such as eBooks or whitepapers behind forms, if lead generation is a primary objective.
  • Set up automated lead-nurturing campaigns to tie directly to site lead forms, with content tailored to recipients’ interests. This is especially helpful when trying to move leads through the buying process.
  • Collect business cards at tradeshows, conferences and events of those people who would like to get more information from your organization.
  • Consider paid advertising programs, such as Google AdWords, which direct visitors to landing page on your site.
  • Start an e-newsletter by placing a sign-up form on your website.

  Note: Ensure that people understand they are opting to receive later information from you. Clearly disclose how their contact information will be used, including the types and frequency of communications.
  

  Remember that management of the list is just as important as initial development. Therefore, be sure to consistently remove opt-outs and cold leads that you have not interacted with in more than 12 months. For more email marketing best practices, see E-newsletter Programs: Tips and Best Practices.

  How Are You Fighting Spam?

  What steps do you take to ensure that your emails are targeted and relevant to recipients? Share your experiences in the comments below.

  Image Credit: adamfarnsworth

• What ICANN Top-Level Domains Mean to You

  By Tracy DiMarino | Posted Jun 29, 2011 | 0 Comment(s) | Filed in: Brand Marketing, Internet Marketing

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  Last week, the Internet Corporation for Assigned Names and Numbers (ICANN) approved the use of generic top-level domains (gTLDs). The result: organizations can now purchase TLDs outside the 22 suffixes historically approved for general use, such as .com, .net and .org. For example, Apple can purchase the branded .apple, or more descriptive terms, such as .computer or .phone.

  The Specifics:

  Brands and organizations can apply for gTLDs between January 12-April 12, 2012 for a fee of $185,000 per gTLD. If multiple qualified organizations apply for the same domain, then the suffix will be sold in an auctioning process to the highest bidder — so popular extensions may prove even more costly. Note that this fee is just to start the process; a yearly $25,000 fee will be applied as well.

  The application process itself is complex and includes the submission of business plans and policy documents to outline how organizations will administer URLs within their gTLD. Because of this detailed application and approval process, new gTLDs are not expected to go live until 2013.

  For more specifics on the application process, read Christina Warren’s Mashable post, “9 Things You Need to Know About ICANN’s New Top Level Domains.”

  What This Means:

  Due to the hefty fees associated with applying, it’s likely that only the top brands and government entities will be able to afford the new domain names at first, with the entertainment and financial services industries expected to be early adopters. Consider the following from Mashable:

  “… It’s important to remember that it took years for the current TLD structure to become a viable and affordable strategy for individuals and non-Fortune 100 companies … It will take time for the process and oversight aspect of the new gTLD policies to be worked out and automated. However, we expect that community-driven TLDs for things like .music, .sports and .film [will] become more available in the future.”

  For those organizations pursuing the new domains, most are doing so to create a competitive business advantage or to protect against brand infringement.

  With the addition of the new domains, cyber squatting is a threat; however, the high cost is a strong barrier to entry, and ICANN has safeguards in place to try to prevent it.

  But, this doesn’t prohibit large corporations from snatching up numerous generic domains, such as .purses, .toys, .doctor or .electronics. As described on PCMag.com, “all they [companies] need is the money and the ability to prove they deserve the right to own [it].”

  SEO expert, Danny Sullivan at SearchEngineLand, doesn’t believe the new domains will have an impact on search engine rankings.

  To Buy or Not to Buy:

  Ultimately, whether or not you should purchase a gTLD will come down to your company’s financial resources, and an evaluation of the opportunities and risks. For many small-to-midsize companies, the price tag alone will make purchasing unlikely. Others may find benefit in securing a gTLD for branding or social/marketing campaigns. 

  What are your thoughts on the new gTLDs? Are you planning on purchasing? Why or why not? Let us know in the comments section below.

  Tracy DiMarino is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

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• Social Media for Attorneys

  By Tracy DiMarino | Posted Jun 3, 2010 | 2 Comment(s) | Filed in: Internet Marketing, Social Media

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  Effective networking skills are crucial for attorneys looking to grow their practice. For years, lawyers have been visiting clients, attending trade association meetings, and wining and dining prospects, as a means to sustain clientele and attract new business.

  Now, social media sites, such as LinkedIn, Twitter and Facebook, are opening the door to a new array of networking opportunities that enhance these traditional methods. For example, social networking enables attorneys to:

  • Connect with existing clients in a more personal way.
  • Build stronger personal connections with colleagues and peers.
  • Expand their business development network with prospects.
  • Nurture referral sources.
  • Build their personal brand and profile within the industry.
  • Stay on top of legal industry trends, news and regulations.
  • Monitor client industry news and trends.
  • Learn from industry influentials/thought leaders.

  The following is an overview of why attorneys should be using social media, as well as some best practices for doing so.

  Why Social Media?

  While social media provides a wealth of benefits for attorneys, some key ones are outlined below.

  Benefit #1: Those attorneys that generate new business for their firms are more highly regarded, and thus more likely to be promoted. Social media can enhance your business development opportunities.

  Attracting new business goes back to the importance of networking. The more people who know you and respect you, the more referrals you will receive. These, in turn, lead to more business for your firm, and a more successful career for yourself. In fact, according to LexBlog, “Lawyers in the top 10% of the profession spend a minimum of 3-5 hours each week on practice development,” otherwise known as meeting new people and networking with existing contacts.

  Since more people are interacting online via social sites, you can expand your pool of potential new business opportunities, as well as extend the value of your practice-development initiatives, by connecting and engaging with prospective clients where they are already communicating. By establishing trust with these individuals and building your personal brand, you will remain top of mind, and your connections will be more likely to turn to you when they need an attorney - or when their friend/collegue/family member needs one.

  Benefit #2: Potential clients are talking about legal issues online, enabling you to become a trusted resource by sharing helpful content.

  People are using social networking sites to ask legal questions and recommend attorneys. See the following screenshots from Twitter as examples.

  

  By sharing useful, helpful and relevant information with potential clients online, you can differentiate yourself in the market as a trusted resource. To do this, post articles, answer questions, provide updates on new laws and regulations, and be an active participant.

  However, be careful not to violate any of your state’s professional rules of conduct (see below), and avoid giving legal advice. When communicating with people online, stick to the facts (news, regulations, etc.) and then point people to where they can find more information.

  For some examples of how attorneys are using social media effectively, check out Mashable’s post, “How Lawyers are Using Social Media for Real Results.”

  Benefit #3: Other legal professionals are communicating on these sites, allowing you to connect with peers and learn from each other.

  Networking with peers helps you stay on top of industry trends and legal news, ultimately making you a better practitioner. There are ample opportunities online for attorneys to network with peers. Consider the following statistics:

  • A LinkedIn group search for “attorney” generated 382 groups.
  • On WeFollow.com, a site where Twitter users can designate which topics they are most interested in: 642 people tagged themselves as interested in “attorney," 16 in “attorneys,” 1,463 as “lawyer,” 44 as “lawyers” and 568 as “legal.”
  • There are 6,377 legal professionals listed on LexTweet, a community of legal professionals using Twitter.
  • There are 9,226 lawyer blogs in 74 subcategories, according to Blawgsearch.com.
  • Roughly one-third of the “AmLaw 100” top law firms are on Twitter.
  • In 2009, 86% of attorneys between the ages of 25 and 35, and 66% of those age 46 or older were using social networking sites.

  In addition, establishing yourself as a thought leader and industry expert among your peers can enhance your credibility and visibility in the industry, as well as lead to other opportunities such as speaking engagements, and mentions in blogs and trade publications. As an active participant on these networks, you also won’t fall victim to social-media savvy competitors who could steal potential business away from you just by being present online.

  Best Practices for Attorneys
  

  Below are some best practices to consider as you get started in social media.

  Remain ethical, and stay true to your state’s professional rules of conduct.

  There are special rules that apply specifically to attorneys when it comes to social networking. For example, the “Specialties” section on LinkedIn could pose a risk for attorneys in regard to their State Bar regulations. Therefore, be sure to know how your state handles issues such as attorney advertising, recommendations and ex parte communications, and then adapt your participation accordingly. For a list of items to consider, check out “12 Social Media Ethics Issues for Lawyers,” which provides a very comprehensive overview.

  Overall, just remember that the same rules (such as client confidentiality) apply to social networks as they do to traditional communication platforms.

  Consider joining an industry online community.

  In addition to active participation on general sites such as Twitter, Facebook and LinkedIn, you may find value in niche industry communities where other attorneys are gathering to share information, resources and advice. Communities worth looking into include: Counsel.Net, Legal OnRamp, Martindale Connected and JDSupra.

  Focus your efforts on niche markets and your specialties.

  People are often looking for a specific type of attorney (for example: a tax, bankruptcy or divorce attorney). Therefore, consider your specialities and the client needs relating to those, and then develop relevant, helpful content that speaks directly to those individuals.

  Move communications offline when possible.

  Face-to-face meetings can add additional credibility and personality to your personal brand. Therefore, when possible, meet your online contacts in person. For example, go to lunch, connect at industry events or organize a tweet-up.

  Your Thoughts?

  • How have you used social media to connect with your target audiences and grow your business?
  • What tactics and best practices have resonated the most success?
  • What challenges have you faced online?

  Related Resources

  • The Business of Personal Branding
  • A More Sensible Approach to Facebook
  • How Lawyers Are Using Social Media for Real Results
  • 12 Social Media Ethics Issues for Lawyers

  Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.
  

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  Photo Credit: umjanedoan

• Applying for Google Grants: A Guide for Nonprofits

  By Tracy DiMarino | Posted Mar 19, 2010 | 2 Comment(s) | Filed in: Internet Marketing, Search Marketing

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  Google Grants is an in-kind donation program that awards free AdWords advertising to qualified nonprofit organizations, helping them increase awareness, donations and support.
  
  By applying for and maximizing Google Grants, your nonprofit organization can advertise for free in front of an audience who is actively searching for information on your cause.

  Introduction to AdWords Advertising

  Google AdWords lets you bid for keyword search queries related to your cause. When people search on Google using one of your selected keywords, your ad may appear above, or next to, the search results. This enables you to reach an audience who is already interested in your organization’s mission.

  

  Users place bids on which keywords they would like to trigger their ads, called cost-per-click (CPC) bids. AdWords users are charged only for those clicks they receive. Google provides keyword traffic and cost estimates to help you make informed decisions.
  
  Including spaces, ads can contain 25 characters for the title, 70 characters for the ad text and 35 characters for the display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters) and a URL line.

  Grant Application Requirements & Best Practices

  To apply for a Google Grant in the United States, you must have current 501(c)(3) status, as assigned by the Internal Revenue Service.
  
  Restrictions for eligibility include: primarily focusing on selling goods, products or services; requiring membership, having religious content on your Website or serving primarily as a political function.
  
  After checking to make sure that you meet all requirements, fill out the online application as completely as possible. Be sure to clearly convey how Google AdWords can benefit your organization, as well as your understanding of how Google AdWords works. In doing so, the following resources might be helpful:

  • The Google AdWords Learning Center features step-by-step guides and instructional videos on how to manage a PPC campaign.
  • Jacob Wolfsheimer’s article “Google Grants Application Process for Nonprofits” offers best practices for filling out your application.

  Note: The application contains sections on your organization’s goals and target audiences, but also asks for sample AdWords ads and keywords. (Google’s Keyword Tool can be used to help you find and decide upon keywords.)
  
  In addition to your application, Google employees will also review your Website before a grant is awarded. Therefore, be sure to maximize the strength and visibility of your Website by installing and using Google Webmaster Tools and Analytics. These tools will help you diagnose and fix any problems with your Website prior to applying.

  Grants are given on an ongoing basis, but they can take up to four months to process.
  

  Optimizing your Google Grant AdWords Campaign

  Most grantees are awarded a maximum monthly ad spend of $10,000 ($329/day) with a maximum cost per click of $1. However, the monthly budget can be increased to $40,000 per month for successful Google Grant campaigns.
  
  If you’re the lucky recipient of a Google Grant, make sure to put it to the best use possible by employing AdWords best practices. To maximize the impact of your advertising budget, consider the following:

  • Develop an AdWords Strategy to guide the campaign, including goals, target audiences, priority keywords and ad distribution.
  • Select keywords that are highly relevant to your cause and that have high search volumes and low competition. These will provide the most optimal return on investment. 
  • Separate keywords into different ad groups by similar core words.
  • Write targeted ad copy that incorporates targeted keywords and is action-oriented.
  • Create separate landing pages for each ad group to guarantee visitors are taken directly to the information they are interested in. For example, an animal shelter ad about dogs should take you to a landing page featuring only information on dogs, not on dogs and other animals.
  • Include a call to action on the landing page, such as “Donate now” or “Volunteer your time.”
  • Monitor your campaign using information from Google’s analytic tools; then, make changes to improve your ads’ effectiveness. Note: Google’s Conversion Academy offers tips on how to optimize your AdWords ROI with Google Analytics.
  • Log into your account regularly, respond to emails from Google’s team and continuously tweak your campaign. As long as you stay active on AdWords, you can stay in the program. There is no set end date or need to reapply.

  For more tips and tools on using Google AdWords, check out the Google AdWords Learning Center, which I mentioned earlier.

  Your Thoughts?

  • What tips do you have for maximizing a Google AdWords budget?
  • How has Google Grants benefited your organization?
  • What advice would you give to organizations interested in applying for a Google Grant?

  I’d like to thank Natalie Villalobos (@nataliaenvy), community manager at Google, for introducing me to the Google Grants program at SXSW. 

  Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.
  

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