New Realities of Email Marketing
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For smart marketers, the days of indiscriminate batch and blast emails are long gone.
Today's email list builders are not just interested in building the largest list but are gathering names and segmenting them based on individual preferences, behavior or where the name belongs in the sales cycle. Quality outranks quantity.
Savvy consumers are selective about who they give their email address to, and most often are giving it in return for something they value: a free report, white paper, eBook, discount coupons, etc. Continue reading
Inspiration, Affirmation, & Motivation from Educational Publishing Hall of Fame
Each year in the week following Thanksgiving, K-12 educational publishers gather in New York for annual events sponsored by three different organizations scheduled together for convenience. And who doesn't love seeing New York City decked out for Christmas?
The Educational Publishing Hall of Fame is sponsored by the Association of Educational Publishers (AEP). It honors those industry leaders and visionaries whose integrity and achievements have inspired us and whose work leaves a lasting legacy. Past inductees have included Mr. (Fred) Rogers of PBS fame and Dick Robinson who heads Scholastic Publishing. Continue reading
Are you Confident in Your Delivery System? The New York Times Shouldn’t Be
After many Sunday morning phone calls, the NY Times has lost a customer. We used to be happy customers, and we still want to have the Times delivered. But that apparently is the problem.
Over the last five years we have been a daily delivery customer; a 4 -day a week customer (Thurs-Sunday); and we've tried unsuccessfully to be a Sunday only customer.
We're finally giving up. Continue reading
Keith Krueger on Parents, Students, Schools and Mobile Technology
Keith Krueger of Consortium for School Networking (CoSN) speaks about the changing landscape for students and schools and their use of mobile technology. Although the conversation should be led by parents and schools, students should also be involved because they… Continue reading
Interruption v Invitation Marketing for K-12 Publishers
The seismic shift that has occurred in marketing is that we have moved from an interruption model to an invitational model in marketing our company messages.
For years, the interruption model was effective in using broadcast and advertising media to inform prospects of a company's goods and services. Now, despite the channel, prospects are experts at dodging and ignoring broadcast and print ads.
The new effective method of marketing is through an invitation model where a company builds relationships with its community and freely shares content that is important to that community. Companies accomplish this through outbound communications such as newsletters, white papers, videos and social media while letting prospects know they are ready to serve when the prospect is ready to buy. This is called content marketing. Continue reading
Review: 18 Minutes by Peter Bregman
The subtitle of this book is "Find Your Focus, Master Distraction, and Get the Right Things Done." Although Bregman outlines an 18-minute-a-day time management plan, this book is about much more than just getting things done.
In fact, the author detours from the usual perspective of time management books right from the beginning. He maintains that it is impossible to do everything and that a rewarding life is the result is of choosing the right things that help us achieve our goals. Continue reading
How Many Times Have You Started Over?
Whether it's revising a marketing campaign, repainting the dining room or being laid off, there are times in life when you have to start over.
This is that kind of time for me. Just over two years ago, I went to work full-time for my largest client. We did some terrific work together, but that job has come to an end. Basically I worked myself out of a job. Sometimes that happens.
So, I've redesigned my website and relaunched The Teich Group.
Most of the archived blog posts came with me to this new site. Although all the archived posts are posted in November 2011, when you open them to read, you'll see that each one has the original publishing date at the beginning of the post. You'll see them all when you select by categories. Continue reading
SEO Series: Part 1 – Why SEO is Important to Educational Publishers
First published February 24, 2008
As the Internet becomes an increasingly mainstream part of everyone's life, connecting with educators, schools and districts online has never been more important to educational publishers than it is right now. Fortunately, the highly interactive nature of today's websites makes it easier than ever to facilitate conversations that highlight the need for your products and also draw visitors deep into your website to investigate your offerings.
But building a strong website isn't enough. K-12 educators and industry decision makers need to be able to easily find your products and services online. Neglecting search-engine optimization strategies (SEO) for your website, means limiting visits to your website and leaving educators unaware of the help that you offer. Continue reading
SEO Series: Part 2 – What is Search Engine Optimization Exactly?
First published February 26, 2008
SEO can take many forms but one time-tested strategy is evaluating the primary keywords that people enter into search engines to find relevant content. Make sure that those keywords appear multiple times in your page text. Strive to use those key words as frequently as you can while ensuring that your text still reads easily and naturally to your audience. You want to avoid "stuffing" keywords into your text artificially, however. Current recommendations are that keywords should comprise no more than four percent of your total text.
When automated programs from the search engines called "spiders" find your website, they create an index of words used on your web pages. The more frequently keywords appear on your pages, the more relevant the search engine considers your page for those keywords and the higher it places the link to your website on the list. This is called "organic" search and is more valuable to a searcher than "paid" search links. Continue reading
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