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RSS has proved to be great boon for all Internet marketing professionals. The main advantage is that you need not go for email to deliver your content straight into the desk top of your subscriber. This makes sure that your Internet marketing efforts are delivered and not blocked by some spam filter.
The following article makes it very clear why you need an RSS Marketing strategy and how you can integrate it with your over all Internet marketing strategy.
Your RSS Marketing Strategy: Deciding How You Deliver Your
RSS Content
By Rok Hrastnik
You're interested in RSS marketing, but there either seem to be
so many options of how to do it or you've only ever come across simple RSS feeds
that just don't seem to be the approach you're looking for.
The problem with most RSS marketing plans is that the Internet marketing
professional doesn't really go beyond providing a simple RSS feed for all of his
online news or his blog. But since you've been reading this column for a while
now you know for a fact that RSS offers so much more.
To get started the right way you need to correctly plan your RSS Marketing
strategy, starting by deciding how you are going to deliver your RSS content.
The right way to go, even if you're only starting out with a simple RSS
strategy, is to provide individual RSS feeds for:
1. your individual target audiences,
2. your different types of content and
3. even your different content topics.
Think of this as a consecutive list of how to develop your RSS strategy and how
you can fuse it with your Internet marketing strategy,
1. Target Audiences
Start by listing the target audiences you want to deliver your content to via
RSS. Each of your audiences has different content needs, resulting in different
groups of RSS feeds that need to be created for these target audiences. One
group for the media, the other for your employees, the other for the general
public, the other for your existing customers and so on. You can even go further
and divide your master groups in sub-groups, based on their prevailing
interests.
2. Content Types
Now consider the different types of content you want to deliver to these
audiences. For example your latest news, your blog posts, your how-to articles,
your press releases, your podcasts, the latest posts from your forums, direct
communications messages and so on. In most cases these types of content don't
mix well together. If someone wants to receive your blog updates, which are full
of your company representatives' personal opinions and commentary, they don't
want to receive your corporate-speak press releases.
If someone is interested in what's happening in your forum and what the latest
forum posts are, they don't want to receive your how-to articles in the same RSS
feed, simply because these two types of content are so much different. And so
on. Essentially, you will need to provide separate feeds for each of the
different content types, and you will need to determine what content types you
wish to deliver to each of your target audience groups and sub-groups.
3. Content Topics
Finally take a look at each individual content type for each individual target
audience and further break that down by content topic, if needed. And if you're
trying to cover many different topics for each content type, you will need to
provide different RSS feeds for these different topics, because, again, people
interested in topic A are not necessarily also interested in topic B.
While this may sound complicated, it's really simple once you start doing it.
The point is, this is about giving your subscribers choice of what they
subscribe to. Instead of forcing them to subscribe to everything, allow them to
subscribe to only what they want and need.
Quite simple, right?
Just remember that you should only break this down as far as it makes sense,
keeping in mind the actual content that your target audiences want from you.
Depending on your business, you just might only need to communicate with one
target audience, deliver only one content type and deliver only one content
topic for that target audience.
Decide How You Are Going to Deliver This Content
Once you have your RSS content mapped-out, you need to consider how you are
going to make this content available to your target audiences. This is
especially important since it's going to influence the tools you need to get
started with RSS publishing
One-Size-Fits-All RSS Feeds
This is about as standard as it gets --- publishing one RSS feed to meet the
needs of all of your target audiences at once or publishing multiple topical RSS
feeds, which always remain the same. The easiest to do, can be done with any RSS
publishing tool on the market …
Customizable RSS Feeds
The more and more complex you get with the different feeds you're offering, the
more difficult it is for your visitors to select what exactly they want, simply
because an individual subscriber might be interested in 10 of your 100 feeds,
but he doesn't want to be subscribed to that many feeds by your company.
In this case the best way to go is to also offer your visitors the opportunity
to customize your RSS feed they decide exactly what content type and content
topics they want to receive in one or a few RSS feeds they'll be subscribing
from you.
The opportunities here are quite endless, as you can allow them to customize
their feeds based on topics, content types, authors and more.
If this is the way you need to go because you are offering so much content via
your RSS feeds that it makes it difficult for someone to subscribe to only one
or a few feeds from you, you will need your RSS publishing solution to support
feed customization.
Search-Based RSS Feeds
Search-based RSS feeds are a subset of customizable RSS feeds, and they work
just like a search engine. You type in a certain keyword or keyword combinations
and the search engine gives you the most relevant or the latest results for that
keyword combination.
You can do the same with RSS, allowing your visitors to enter specific keywords
and then get the content from you only based on those keywords.
Personalized RSS Feeds
Giving users the choice to customize the content they are receiving from you is
one thing, but certain content may actually demand you to personalize the feed
using your subscribers personal information.
The most basic variation, used to lift response, is addressing your subscribers
by name or using other data about the customer from your database, such as his
address, previous purchases etc.
In other cases a bank might want to deliver information directly relating to
your bank account, directly via RSS, such as your latest credit card
transactions, and so on.
RSS Feeds With Content Targeting
Now imagine that you want to create individualized campaigns to individual
subscribers, based on the information you already have in your database about
their activities, demographics and so on, for example to send a promotion for
product A only to those subscribers that might be most interested in product A.
In this case you will need an RSS solution that can pull this data from your
database and then segment your subscribers based on the actual data.
Autoresponder RSS Feeds
Since their introduction, e-mail autoresponders have become a relatively
mainstream internet direct marketing tool, although they haven't really made
their way to the world of public relations.
The concept is simple a certain action by your visitors on your website
triggers a sequence of e-mail messages, delivered to that visitor, provided you
have his e-mail address, over a period of several days.
Direct marketers use this to automatically communicate with the prospect after a
certain action, trying to get him to do what they want.
The most common application is offering your visitors a free report, delivered
to them via e-mail. After subscribing they start receiving consecutive parts of
the report day after day or a every few days, receiving both new information as
well as being exposed to the marketer's promotional message.
Other applications include autoresponder messages in relation to transactional
e-mail:
* Subscribe to a free e-mail newsletter. The first autoresponder message thanks
you for the subscription and also gives you access to one of the newsletter
issues. A couple of days later, while you're still "hot as a lead", you receive
another e-mail, pertaining to the newsletter topic, giving you more advice or
information on the topic and trying achieve a sales conversion. And so on.
* Complete a webstore order. The first message thanks you for the purchase and
recommends an additional product at a lower price. The second message tells you
more about the product you purchased. The third messages makes a special
additional purchase offer. The fourths message gives you some great additional
tips, and so on.
* Start an online order, but don't finish it. The first message reminds you that
there are still products in your shopping cart. The second message reminds you
again, giving you added incentive to complete the order. And so on …
The opportunities are practically limitless, but you get the picture.
This same approach can also be used by public relations professionals:
* A journalist subscribes to your industry news newsletter. The thank you
message brings him the latest issue, the second message invites him to send in
questions, the third message provides valuable links to various industry content
on your website and the fourth message delivers some amazing interviews with
your team.
* You're trying to build public awareness of your expertise by establishing your
company as a thought-leader in the industry. You start by offering a free
whitepaper on a hot industry topic, but in order to download it your visitors
needs to give you their e-mail addresses. When they do download, you send them a
thank you e-mail with more interesting information. A couple of days later you
send them a link to your thought-leadership blog and invite them to comment. Yet
again a few days later you send them a great interview with your resident
experts, and so on.
Essentially, you're using autoresponders to facilitate direct interaction with
your new prospect and continue building your thought-leadership position.
Now simply transform this concept into the realm of RSS.
Someone subscribes to your RSS feed. The first couple of content items,
spread-out through the first week, serve as a series of welcome messages giving
the new subscriber access to your top content and inviting him to actively
participate. Your latest feed updates come through as well, but your new
subscriber also gets the extra treatment (content) in the same feed.
And now apply this to anything you're doing with RSS, where it makes sense to
follow-up with additional information to your new subscribers once they
subscribe, of course depending on the feed topic and target audience.
Very few RSS tools today offer autoresponder capabilities, but some do.
To Recap …
Think of your RSS publishing strategy and try to establish which of the these
publishing models your RSS publishing tool should support:
* Topical or Target Audience Oriented RSS Feeds
* Customizable RSS Feeds
* Search-Based RSS Feeds
* Personalized RSS Feeds
* RSS Feeds With Content Targeting
* Autoresponder RSS Feeds
###
Get the easy way to mastering RSS marketing today. Click here now to get all the
details on how to make RSS marketing work for you and help you increase your
online profits:
http://rss.marketingstudies.net
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