by Elaine Fogel

Marketing Nasties of the Week

Nasties of the WeekBlogging isn’t just for sharing information and expertise. It isn’t just for learning and discussing. It can also be therapeutic and cathartic – for the blogger and readers!

I thought I’d test this concept to see what you think. Here are some marketing-related nasties I’ve seen this week:

#1: Blogging Nasty

Whenever I’ve posted to one of my LinkedIn groups, the same 2-3 people respond and discuss the topic. One woman intrigued me, so I linked to her blog to read her latest post. 

I read the two most recent posts and was going to sign up for her RSS feed until I decided to add a comment. That’s when I pulled back.

The blogger wasn’t posting frequently enough to subscribe to her blog. There were three comments on a two-week old post, one of which was a question that went unanswered. There were no thank-yous from the blogger; no acknowledgement that the blogger had even read the comments for her.

Nasty Fix: Blogging isn’t a one-way street. It’s supposed to ignite a conversation, comments, and feedback. Ignoring people is plain rude and can send a message that you’re uninterested, too big to reply to the little people; too busy; or that you don’t care enough. Whether that’s true or not, people will make assumptions.

#2: E-mail Fundraising Nasty

I received an e-mail fundraising appeal this week from a local charity I have supported in the past. I almost deleted it for two reasons. One: the sender’s name was unfamiliar to me. I thought it may be spam. Two: The opening salutation was, “Dear Friend.” Yuck.

Nasty Fix: All the sender had to do is add the charity’s name after her own name so recipients will recognize the organization. As for the second one, most e-mail service providers allow for personalized e-mails. Open rates will improve when people see their names in the salutations.

#3: Webinar Nasty

I’m watching a free Webinar as I’m writing this post. Does that tell you something?

Many companies use Webinars for lead generation. But, if they want to engage me and leave me with a positive brand impression, it would help if these Webinars were professional in content and delivery.

The one I’m listening to has lame patter between the two presenters. There was a typo on one slide. The speaker wasn’t 100% sure of what was coming next. The two speakers stumbled over each other.

And, the pièce de résistance? The two presenters spent the first few minutes talking about THEMSELVES! Boo, bad form.

Nasty Fix: Develop an outline so each presenter knows which parts to cover. Practice delivering the Webinar. Tape it in advance so it can be edited, if necessary, and join in at the end to respond to real-time questions.

Get someone to proofread the slide deck. And, add a slide or two at the end about your background. When people receive a copy of the presentation, they can read it or contact you, IF they are interested. Besides, you have their e-mail addresses to follow up. That’s when you can include links to that type of information.

So, there you have it. Three nasties and fixes.

Got any suggestions for people who have committed these nasties?

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