Chris Baggott's Guide to Blogging

So this is the part in the show where we answer viewer mail...

The following question arrived today in my inbox.

I have a product I want to promote that will be carried by a national distributor. What is the most cost effective way to promote this product via email? Is there such thing as "legal spam"? Thanks for any insight you may provide.

Ernest

The answer to the question is No. You can’t use email as an acquisition tool. People hate it and it doesn’t work. If you are just starting out it’s a quick way to ruin your brand. Email marketing is the greatest marketing tool in the history of mankind for conversion and retention. There is absolutely no other way to talk to your constituents one at a time, using the data and information you know about them and facilitate the conversion process and build real relationships with your constituents. Anyone who witnesses the IPO of Constant Contact yesterday (CTCT) saw firsthand that the world is recognizing what a great tool Email Marketing Is.

BUT…only after you have begun the relationship. Only with permission.

So how about Acquisition? How do you get that first introduction? Search Engine Optimization is the best way to get in front of people with a problem that you might have the solution for. Business or Corporate Blogging leveraging easy to use blogging software help by allowing organizations to create lots of content talking about your solutions, how you help customers, the passion and commitment you have to your constituents. The more you can free your employees to blog, the more you get the human element out. Search Engines respond to this very well and that is perhaps the best way to get in front of new prospects.