Posts tagged ‘blog’

All news is not good news

Have you heard of the expression “all news is good news”? In a nutshell, it’s a school of thought about promotion contending that, no matter what is written about you, as long as you’re being written about, it’s a good thing. Is this true?

Not even close.

In the old days (like 10 years ago), this may have been a more accurate adage, considering that most people still got their news from traditional sources like newspapers, radio, and TV. Today, with the bewildering amount of information choices, everybody has a voice, and everyone is their own network. Heck, even a chucklehead like me can have a forum and an audience for all of my mundane thoughts.

With all of these sources, it’s easy for a company to get a lot of bad press, especially if they create a poor product or don’t utilize marketing/PR. A popular blog can influence a devoted follower, who happens to be the director of a TV show, who suddenly pumps it out to millions of people. Problem is, a huge portion of the new media sources are unreliable, biased, and potentially untrue. If someone’s got an axe to grind against you, they can’t generate a lot of ink, but none of it may be good. That’s a problem. Another pitfall occurs if you try to control the message by either generating your own content and creating a corporate shill, or by moderating others on your company blog. People don’t like the idea of having their thoughts policed, and will inevitably lash out against you and your company.

So what can you do to a) get good ink, and b) avoid bad ink? Answer: not much. Just kidding. You can keep the good ahead of the bad by treating your constituents right: produce a quality product, engage in honorable business practices, provide a quality experience, maintain your professionalism, and constantly dazzle your customers. You can also build and maintain friendly relations with people in the press and blogosphere, creating allies that are willing to say good things about you.

If you like my advice, feel free to spread the good word with one of the bookmarks below. Spread the love, spread the love.

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August 20, 2009 at 10:12 pm Leave a comment

What are the characteristics of a great website?

Aximum Marketing's home page
We all have our favorite websites. But what actually makes a website great? Here are my criteria – I’d love to hear your ideas as well:

  1. Visual appeal. The web can act as the great equalizer. Small companies can look big and legitimate with a quality website. Conversely, large companies that have lousy websites can appear distracted and amateur. There’s no substitute for giving a good first impression.
  2. Powerful messages that speak to your customer’s needs. Nobody likes a long-winded talker. Unless you have an information-based website (like Amazon, which provides full reviews of products, etc.), resist the temptation of generating massive amounts of information, especially on the home page. Keep it short, sharp, and targeted, with a predefined objective (see “Lily pad” marketing for more information on objective-based marketing strategies).
  3. Success stories. Providing case studies of your accomplishments have several benefits. You can demonstrate how effectively your company works with customers, provide concrete examples of success using metrics, share experiences with prominent customers to gain legitimacy and credibility, and strengthen the persuasion process through the use of similar customers in similar industries.
  4. Social Networking. Whether it’s a blog (like this WordPress blog), Facebook, Linkedin, Twitter, or social bookmarking, you cannot deny the impact of social networking on today’s marketing strategies. Customers now have an expectation of two-way communication, and social networking facilitates symbiotic connections between a company and its audience.
  5. Logical lead generation paths. It’s frustrating when you have to bounce all over a website to find what you want. A well-designed site understands its target audience and develops well-defined, clearly stated communication paths with the proper Calls To Action (CTA). Typical CTAs are filling out a form, downloading a white paper, signing up for a webinar, contacting a salesperson, and purchasing a product through your ecommerce function.
  6. Just the right amount of “wow” for your audience. Know they audience. If your products and services cater to accountants, don’t use bells and whistles that you’d use for, say, a teenage gamer audience. It’ll just turn them off and make them think you don’t understand them. I bet those accountants would love a virtual Dilbert experience, or a flash-based GAAP search tool.
  7. Web 2.0 look and feel. This means many things to many people. To me, Web 2.0 means dimensional or reflective graphics, modest use of Flash, “push button” navigation (like the simplicity of Redbox’s navigation), and the use of negative (white) space to add airiness.

What do you think? Are there other characteristics that are important for creating a great website?

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May 28, 2009 at 1:30 am Leave a comment

“Viral Marketing” is anything but

Happy Monday, everyone!

There’s been a lot of talk this year about social networking and viral marketing… heck, even William Shatner is Twittering. What you’ve probably noticed is that the hardest part about viral marketing is the “viral” part. Just because you create a WordPress blog or Facebook page or Twitter profile doesn’t mean you’re going to get 50,000 followers overnight. It takes a lot of work, but the effort is well worth it. Like any good marketing campaign, the secret is quality, consistent, relevant content, along with a good communication plan for sharing your content. If you’re having trouble creating good content, gain inspiration by visiting websites that interest you. Read the news. Scan the newsletters that are sitting in your Inbox for topics that companies are writing about. Watch the television commercials (rather than fast-forward through them) to see what companies are trying to communicate. Your content is there, waiting for you… you just have to go and find it.

The communication vehicles may be different, but the overall strategy is still the same: understand what type of information your audience is interested in, and provide that information to them. Oh, and follow your instincts when it comes to style. Just because Johnny Knucklehead is doing it a certain way, and he’s got 25,000 Twitter followers, doesn’t mean that’s the right formula for you. Develop your own game plan, stick with the game plan, and be sure to test/measure/adapt/test again.

If you follow this strategy, you’re gonna find that your interest level goes up, your results will improve, and you might just become the next social marketing guru!

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May 4, 2009 at 3:14 pm 1 comment

Welcome, wilkommen, and bienvenue!


I’m David Ducic, and after 3 years of running my marketing consulting business through word-of-mouth I’ve decided to take it to the next level. New company name – Aximum Marketing. New website – coming soon. New ways of reaching out to clients – a great WordPress blog. However, some things will stay the same… my level of service, and my passion for everything marketing will never change!

Why create a new website now? Well, I recently saw a MarketingSherpa survey where 20% of companies plan to scale back on their full-time marketing staff, while 26% plan to explore the use of consultants to handle their marketing activities. In other words, companies will need to lay off internal employees to meet reduced headcount requirements, but still understand and recognize the importance of marketing towards their continued success. Here’s the graph… very interesting.

How companies will be spending their Marketing dollars in 2009

How companies will be spending their Marketing dollars in 2009

I’m currently getting all my ducks in a row… website (coming soon), branding, messaging, success stories, social networking, can spam compliant database, eMarketing campaign, business cards, and a million other things. Thankfully, I’ve done this many times before when working for other companies.

Stay tuned for more as I get this off the ground. I’m going to have an official launch soon, and an unofficial buildup to the launch to gain some momentum on Twitter, including some fun stuff like YouTube videos (I promise they’ll be entertaining… definitely worth your five minutes of attention). Look for the update tweets, and follow me, if you’d like.

If you have any comments or suggestions, I’d love to hear from you. Thanks!

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December 19, 2008 at 8:06 am Leave a comment

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