Go to Where Your Customers Are and Engage Them There

Annie Galvin Teich-K-12 Publisher-The Teich GroupOne of the most important elements of successful marketing is customer engagement. In order to build relationships, you have to talk to your customers.

Some years ago, I worked for a company that believed that businesses could be effectively managed from behind spreadsheets, and it was all about the numbers. Consequently, not much effort went into building relationships with customers other than responding to minor customer service issues.

Then and now, the idea that you can build a successful business without customer engagement is nonsense.

Sometimes, the easiest thing to do is go meet your customers at conferences and trade shows. That’s where I’m headed today –to the Texas Computer Education Association annual conference or TCEA for short.

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Authentic Marketing 101 for K-12 Publishers

Teachers have long been savvy consumers of educational products.

They can spot marketing jargon and marketers from 100 feet away, and do what they can to avoid both.

K-12 educators don’t generally have a lot of brand allegiance. Their primary concern is  – does the product work in the classroom?

Given that educators are particularly resistant to marketing, how should educational publishers begin the marketing and sales process?

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A 3-Point Strategy To Create An Effective Company Blog

First published April 7, 2008

For a company blog to resonate with an audience of influencers, it needs to have a plan of action to help it meet that goal. Without a plan, there is no focus or continuity and the effort falls flat. In fact, a poorly executed blog can do more harm than good. Why? Because you’ve promised something you did not deliver.

Fortunately, creating a plan is fairly straight forward. It simply requires that you are clear about expectations, what your company wants to accomplish, and then committing sufficient resources to effectively realize the blog’s goals and objectives.

Here are some suggestions to maximize your investment in a company blog:

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