Paying for Twitter

It’s a question on most digital marketers minds: will Twitter survive without a revenue model to underpin it’s operations and expansion? Asked another way, what will be the revenue model that Twitter will adopt to ensure it’s long term survival?

As a committed user I have come to rely on Twitter for news, updates, connections, information, and to follow the fortunes and activities of companies, brands and people. It’s often the first web site I visit each morning, and the last of the day. Using Tweetie on the iPhone makes Twitter easily accessible when I’m on the move.

So could I, and millions of others like me, live without it now?  The short answer is no. It got me thinking “what would I pay to keep using it”?

The value that Twitter adds to my professional and personal life is well worth paying for. By way of example, I have had more success resolving Optus phone and wireless issues by using their Twitter account than by phoning their call centre. Professionally I have connected with some smart people who are supportive and willing to provide real business opportunities.

I would also prefer to pay for an ad-free Twitter. My threshold is about A$25 p.a. Assuming that this was an option, how much would you pay? Answer the poll below and also let me know your thoughts on paying for Twitter.

10 Marketing Ideas For Any Sized Business

I was thinking about how marketing seems to be getting so complicated these days. So I decided to draw up a list of marketing tactics that can reignite a stagnant marketing plan.

1. Set up a survey/poll on your web site. If you don’t have a web site (and why not??) then send it via email. Offer a prize/incentive to people who respond. Ask questions of your customers or prospects that extract useful information to be used in your next marketing strategy or campaign.
2. Make a special offer to your top 5 or 10 customers. It could be as simple as making them aware of a special price you have, or an incentive to make their next purchase sooner rather than later.
3. Select a person to use your product/service for a short period (say one week or month) and ask them to write a blog diary of their thoughts and experiences. Promote this to your target audience on your web site, advertising, social media, etc. and encourage others to comment on the diary. Analyse the comments to look for useful material to use in future marketing plans.
   
4. Run a sale with a difference; use a reverse auction (ideal for retailers). If you’re unfamiliar with reverse auctions read an explanation on the NineMSN site. There are established web sites such as Limbo and Low Bids that you can use to run the auction so it does not require you to invest in new technology.
5. Arrange a spectacular event or buy group discounted tickets to a show, invite your best (and maybe some of your worst) customers. Also include your staff if possible; use the event as a performance incentive.
6. Give your e-newsletter a complete makeover, with a new design and more customised content. If you don’t have an e-newsletter then start one (a good first step is to start collecting customer emails in a database that you can send bulk emails from).
7. Create an online treasure hunt for your customers (only if they’re adept at online interaction). Use social media tools to place clues and publish outcomes on your web site or blog.
8. For businesses that rely on last minute/impulse buying decisions, try using mobile phone messaging to entice your customers to make a purchase. Text them an offer and say they have been chosen to receive a special deal with their next purchase (e.g. a gift or discount).
9. Sponsor a local community event. provide a prize, give a speech, talk to the local paper. provide special offers in conjunction with the event. All with aim of getting publicity in your local area.
10. Set up a blog. If you’re not comfortable writing this, hire a professional to plan and execute this properly so you get maximum benefits of this tactic.

Of course there are many hundreds of ways to market your products or services. Most business owners intuitively know what works best for them. I’d love to hear your suggestions, especially additional ideas to make this a more valuable resource.

I hope this list sparks some new ideas for your business. You’ll note that I have included a wide range of activities that do not all fit neatly under the ‘marketing’ umbrella. Remember that everything you do to create a sale opportunity is marketing – so get out there and make a sale!!  Be sure to let me know if you do action an idea or two, and tell me how it goes.

Blogging as a Marketing Tactic

Marketing strategies and tactics have multiplied in the past decade, due largely to the Internet becoming a bona fide marketing/media channel. One tactic starting to become popular is blogging. This post explores the rationale behind writing a blog to promote a company or brand.

As with all marketing tactics, a blogging plan should be developed within the overall marketing strategy, that dictates the online marketing plan and specifically a social media strategy.  Everything is integrated and a blog is an ideal platform to create content for use in other SM channels such as Twitter (tweet announcements of your latest post), Facebook (link a post to your Facebook Wall/photo album/etc.), or YouTube (support a post topic with a video). A blog also boosts SEM through an increased online presence.

Blogs require regular posts, usually daily or weekly. A blog post must focus on one topic and provide insights, opinions, links and other relevant material on that topic. The benefit of a blog is that it creates a dialogue with readers so the author of the blog can learn what people think about the topic. They are a simple and effective research tool to tap into the minds of people who care enough about your company/brand to respond to the post.

A blog about a company or a brand would be aimed at existing and potential customers. It can describe interesting features of the company/brand, behind-the-scenes information, anecdotal stories supplied by customers, or  news about upcoming launches or updates. In fact anything that gives the public something more than they would normally find on a company web site or an advertisement. Often they are quite conversational in tone and not ‘hard sell’; from this point of view it can serve as key element in customer relationship management.

Writing a blog requires copywriting skills. It should not be left to a junior staff member – or the CEO/CMO who has grand visions of his/her own writing skills. Think of it as if you were publishing a magazine and employ professionals to handle the briefing, writing, editing and publication of the blog.The research is starting to indicate how much blogging is helping SMEs to market themselves. A 2009 study of 1500 clients by HubSpot revealed some startling statistics; read about the results here.

I found a delightful example of a small town cookie company that was literally saved by a blog. Do you know of any company/brand blogs that are achieving success in some way? Or is there a blog that is not performing too well? Please share your experiences and examples here.