When Fishing for New Business, Information is the Best Bait!

People are always looking for information. This is the major reason Google has been so successful. With that as a given, how can we as marketers capitalize on this phenomenon? The simple answer is to give away information. It is the greatest premium item ever conceived. It usually costs less than a pen, a note pad, or a coffee mug; especially if it is repurposed from prior programs, and it’s much easier to deliver. Plus, delivery is actually the first step on the pathway to purchase.

There are several ways to find folks who are looking for the information that you have to offer.

First, to cast a wide net, there are many specialized Double Opt-In email lists available for rent, and a simple, carefully crafted message (usually a text message, no fancy photos or graphics) sent out to a thoughtfully selected group of potential clients, offering a simple report, media file, or white paper, then combined with personal follow up, will yield significant numbers of well qualified leads, and, most important, the start of a dialog. And dialogs frequently finish with sales. I cannot emphasize strongly enough using Double Opt-In lists. These are people who have agreed to get mailings because they are looking for information, and they know that they won’t get spammed from these senders. These people are also much more likely to open your email. Industry trade publications are very good sources for this type of mailing. See additional comments about this below.

Next, you can create web pages to offer your information in exchange for people’s email address. A page that is search engine friendly, targeted at people who are searching for your information will always yield people who will to give you their contact information to get your information – the start of a dialog.

Finally, of course, the people on your own lists. These are people with whom you already have an existing email relationship, so you can legitimately mail offers of additional RELEVANT information to them, and they will very likely respond positively.

In addition to electronic documents, remember also if you have valuable information in other media formats, you can also distribute them. It could be a podcast or other audio file, a video, an informational PowerPoint presentation or other media file. Repurposing works very well here. It all adds to the excitement, interest, and value that you are offering making it all the more likely that you will get high quality leads who will want do business with you.

Step by Step…

  • First, you need a choice of several white papers, reports or other information relevant to your target audience. Make absolutely certain you have all the requisite rights and clearances to distribute these pieces. Like any premium or incentive item, you will give them away.
  • Next, decide how you will reach your target audience. The simplest, most targeted, and generally least expensive way is with email lists rented from trade publications in your field. Usually the mailing will go out directly from the trade publication’s mailing service, so it can legitimately have the trade pub in the “From” field. And, because the recipient will most likely already have the publication “white listed” in his or her email system, you will increase the likelihood that the mail will end up in their inbox, not the spam bucket. It also gives the message added credibility, and increases the chances that the email will be opened and read. And the publication will be very selective about what information that it will send out under its own name.
  • The “Reply To” in the email is a person or group in your company who will respond to each email individually. Though this could very well be done with an auto responder, the personal communication puts you that much closer to an in-depth dialog with the prospect, and therefore, that much closer to a sale.
  • The Subject line should be consistent with the information being offered, and also appropriate from the publication to whose list you will be sending.
  • The message itself should be a simple text only message with no images or graphics.
  • The reply from your staff should have the information papers or media files as attachments, and an offer to immediately get involved to address the prospects’ problem.
  • Decide how much you would like to spend, and how big you want the mailing to be. Negotiate with the list owners to make sure you buy at the best CPM for your budget. You never know, by jumping to the next quantity level, you may be able to send to many more prospects for very little more, which will reduce your cost/lead. Since this is a numbers game, more is definitely better.

The critical element is follow up! The main goal of this process is to open a dialog between a prospect and someone in your company who can affect a sale as quickly as possible. If those people don’t follow up immediately, momentum is lost and must be regained before the sale can actually be made.

One of the major benefits of this type of marketing is its speed. From idea to interaction with clients, it can frequently be turned around in a week or so, and is, therefore, very cost effective.

Extending the value of this technique

There are a couple of things that you can do to easily extend the reach of a program like this.

First, publicize the effort. A well placed press release with the email address to contact (or web page) to get the white papers or media files costs very little, and will get you many additional leads. Also, when people see the information appearing in places other than their inbox, it lends more credibility to the story, and increases the response rate.

Next, using standard online list building techniques as mentioned before, add access to the white papers and media files through Search Engine Optimized pages on your web site. But don’t just put them there as downloads; use the same process as with the email send. If someone is interested, and clicks on the link to get information, get their email address, and respond in the same way as someone who responded to the email promotion. Again, minimal expense for added program reach.

The side benefit, of course, is that you will significantly grow your email list with LEGITIMATE names, ones with whom you can legally continue to correspond.

Last, but not least – Measure!

Remember, “If you didn’t measure it, you didn’t do it!” (See related three part article here.) You must track how many leads and sales were developed and how much they cost. This works on two levels. First, you must know if this effort was worth the dollars spent. Most likely it will be. Next, if you use several lists from different sources, you’ll want to know which performed better. If the program works well only from one publication, it may be worth repeating, but drop the underperforming pub, or select another one. But you won’t know unless you measure. You can also see what media draws best, static (PDF or other files to be printed) or dynamic (files to view or listen to). And, you will know how much those names added to your list cost.

And though simple text emails have proven very effective for programs such as this, you may want to test an HTML version with images and graphics to see which draws better in your situation with your audience.

This is a simple program, easy to implement, has many side benefits, and will yield good results – quickly.

IT Consulting: Creating the Most Reliable Business Information Systems

Technology is constantly advancing and expanded to include vast amount of options for businesses. The capacity and performance of various technology components has increased by leaps and bounds alone. Computers are now the lifeline of most businesses. Web business is not only common, but makes up a large part of business income. Computer systems are used to keep track of products, customers, financial activity, and other daily business functions. Businesses find it hard to manage all of their technology needs while making use of the most current and beneficial applications, components, and services. Common areas that need to be monitored and kept current are web services, network setup and management, real-time performance options, and desktop management. A common solution for many companies involves employing the services of a company that specializes in IT consulting. Consulting has many sub categories. Some examples are software, hardware, web, and business intelligence solutions. Not one company can normally cover all of these areas. Most specialize in a select few as a way to provide the best services to their clients. The main goal of a consulting firm is to analyze your business requirements and current setup to offer the most cost effective and optimized solutions.

Is it More Effective Hiring a Large IT Consulting Staff?

It is a dilemma that has been around since technology started booming. Do you employ an internal staff to manage technology or go with a consulting business? Many companies find that this is a very gray area that requires a little thought and planning. Employing an entire staff can be very costly and have unsatisfactory results. The people hired learn the current system and maintain it, but they may not have the knowledge, experience, or resources to perform routine evaluations for improvement. Hardware components can end up mismatched resulting in down time. Networks may not be as secure as they should be. Web services could result in lost data or dissatisfied customers. Every area of IT in a business often handles or involves customer or business sensitive information. This information must be secured and handled properly at all times. Businesses accomplish this task by creating a sound and stable information technology system. A trained consulting staff is the best way to ensure this happens.

Combining a Small, Dedicated IT Staff with Consulting Services is the Best Solution

Hiring a consulting business to handle every aspect of the business technology including maintenance can be costly and difficult as well. The most common solution for businesses is to hire a small staff to manage the business technology components regularly and then employing technology consultants for system improvements and changes. This choice provides all the advantages. A staff is on hand to manage everyday system issues and ensure all daily business processes are completed. The consulting staff manages the more time consuming and detailed job of implementing system changes. Once a valuable solution has been offered, it can be put in place. The regular IT staff is then trained to manage the new system and its components. This solution puts your business data, processes, and customers in the best hands at all times.

Cheap Oyster Bay Hotels

Oyster Bay is tourist destination in New York on Long Island. It is one of Nassau County’s three towns. It consists of 18 hamlets and 18 villages. The Village of Cove Neck was the previous residence and summer “White House” of Theodore Roosevelt in Sagamore Hill but it is now a museum. Tourists going to Oyster Bay are privileged with lots of historic sites, scenic trails, wonderful attractions and world class hotels.

Cheap Oyster Bay Hotels and Inns

Oyster Bay is suitable for both business and leisure travelers. It offers an array of amenities and facilities that can accommodate different tastes. Lodging facilities range from budget friendly resorts and inns to elegant and luxurious hotels.

Inn at Plainview – This 3-star hotel in is located along South Service Road. This is a premier business class accommodation near the Melville business district. It offers tastefully decorated and luxurious guestrooms with marble baths, dreamy beds, complimentary high speed Internet access, microwave ovens and irons with boards. They also have a fitness center, 24hr front desk and business center among others.

East Norwich Inn – This 2-star hotel is located at East Norwich only 1.66 miles away from Oyster Bay. It is near all major highways and the LGA as well as JFK Airports.

This Inn has 72 well maintained country inn rooms. It features an outdoor pool, sauna, outdoor health club, fitness center, restaurant and 24hr front desk. Rooms have remote control TVs, air conditioning units, coffee makers, AM/FM alarm clocks and more. The nightly rate starts at $140.

Useful Tips in Oyster Bay Hotels and Resorts

Be wary of non-refundable hotel and resort reservations that may cost you lots of money once you cancel or change them.

Carefully read the cancellation policies before making finalizations on your reservation.

After your reservation, you’ll be receiving a confirmation email. Make sure you print and take it with you to the hotel or resort. Never delete the original email until you’ve completed your stay and that you’ve been billed correctly.

The earlier you check into your hotel, the more chances you’ll get the suite or room you like.

The rates of hotels and resorts vary depending on the season, day of the week and special occasion. Make sure you clarify their rates at the time of your booking.

During peak seasons, these resorts and hotels get fully booked and crowded. It is best to make your reservations, if possible, one to two months in advance.