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Industry Pro Interview: Marketing Beyond the Basics

© 2002 Karon Thackston
http://www.ktamarketing.com

I had the privilege of interviewing Diane Garrod of TalkCity.com. Talk about a marketing pro!
Her online specialty is marketing - helping for profit and nonprofit clients to acquire, retain and upgrade customers and/or donors. Diane has worked with many high profile clients such as Mattel, Lipton, Costco, Novell, Kemper Funds, Columbia Studios, Toyota, and NBC. Read carefully as Diane takes us into a new level of marketing success!

KARON: Hi Diane. I’m really looking forward to talking with you today. I’m sure there is a ton of information locked up in your brain that Business Essentials subscribers will benefit from :)

DIANE: Oh, Karon… it’s my pleasure! Fire away.

KARON: All right. Getting right to the point, everybody is talking about article promotion, ezines, email advertising, permission marketing and so on. What's the next step? Where do we go from here?

DIANE: Time changes things. One thing that hasn't changed is that "content" is still king. Article promotion and electronic newsletters are still great venues of publicity online, and customer retention technique and "permission marketing" will always be necessary.

KARON: So where does that leave us?

DIANE: The next steps are that search engine optimization has vastly changed, the old rules of yesterday are no longer rules, and there are more advanced techniques of customer acquisition. In many ways we are back to the old basics of business with a new twist. The exciting ever-changing electronic arena allows small business to compete with big businesses.

KARON: Right. So far, I’m with you. But something else has changed, Diane. What is it?

DIANE: Today market intelligence is key. For instance, knowing the latest techniques, keeping up with what works and what doesn't, and testing continually just can't be ignored in today's online marketing battlefield.

KARON: Can you expand a little bit for those that might not understand “marketing intelligence?”

DIANE: Sure! A quick example: there are newer sales methods online that can generate lots of leads that bring in sales besides the search engines. Take a look at websites that pair buyers to sellers and sellers to buyers, like http://www.bulkworks.com, http://www.infopia.com, http://www.gourmetcatalog.com, http://www.catalogcity.com and many more. This is money well spent to turn a profit. And it is also so important that your website


is sales and marketing ready.

KARON: Give us your definition of “sales and marketing ready.”

DIANE: What I’m talking about are sites that are interactive and ever-changing to stimulate buying, customer interaction, and ease of navigation. If not, and you are not making a profit, it could be as simple as the fact that something is just not right on your website.

KARON: Hmmm… interesting points. These website vitals you’re talking about. Are these the things that keep most people from creating and maintaining an effective marketing campaign?

DIANE: Most of the time yes. Primarily due to cost. Nothing is for free anymore online, nothing that is effective, that is...however, the Web is still more cost effective. Creating the effective marketing campaign takes knowledge, research, and communication. Maintaining an effective campaign means continuing to do what works, continually testing other strategies and constantly studying and gaining experience.

KARON: So we would all be wise to investigate new options and learn as much as possible about the new changes in Internet marketing so we can take advantage things that will bring us better results.

DIANE: It all changes so fast, that that’s the only way to go. You just have to stay on top of things.

KARON: Where are the marketing trends pointing? Are there new, effective things we should be looking toward in the near future?

DIANE: We should look to future marketing efforts to come through wireless communication, constant attention to personalization techniques online, and using the power of offline marketing and online marketing together. Knowing how is half the battle. Marketing is a process based on knowledge and a bunch of strategies working in sync to acquire customers, retain customers and upgrade customers to larger buys.

KARON: Great stuff, Diane. Diversification is definitely important! I appreciate your time.

DIANE: Always a pleasure!

Be sure to visit Diane’s site at http://www.talkcity.com for additional information that can help your marketing plans bring about better results.

About the Author

Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ezine article services. Subscribe to KT & Associates' Ezine "Business Essentials" at businessessentials-subscribe@topica.com or visit her site at http://www.ktamarketing.com.

 

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Monthly magazine with reviews, articles, and discussion forums.
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  • how to profit when your product isnt selling

  • how to promote your business a 10 step guide for beginners

  • how to promote your small business without spending a fortune

  • how to promote your web site by writing articles

  • how to properly use ezine advertising conclusion

  • how to properly use ezine advertising part one

  • how to properly use ezine advertising part three

  • how to properly use ezine advertising part two

  • how to publish your own highly demand ezine

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  • how to use your google api key as your secret weapon part two

  • how to write and craft your online classified ads

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  • hunting for niches

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  • if your sales need a shot of adrenaline maybe your easy street needs a bump

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  • importance of marketing offline

  • improve email deliverability 15 tips for successful email marketing

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  • increase your book sales when a book for sale is no longer a book for sale

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  • index

  • industry pro interview insider secrets to building your pr campaign

  • industry pro interview marketing beyond the basics

  • inner directed marketing a new way to prosper in tough times

  • insights to advertising

  • insurance and financial services sales tactics

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  • internet 101 hitch your wagon to a star for internet success

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  • internet business doomed by grand theft

  • internet marketing avoid blind sheep mentality

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  • internet marketing in the future

  • internet marketing is confusing isnt it

  • internet marketing i dont know everything neither do you

  • internet marketing or whats that you say

  • internet marketing requires lots of patience

  • internet marketing strategy the advertising co op

  • internet marketing success requires a business plan part ii

  • internet marketing success the easy way

  • internet promotion ezines

  • internet promotion off line site promotion

  • internet success is it only a dream

  • interviews one of the easiest products to create

  • interviews with successful ezine publishers david geer

  • interviews with successful ezine publishers eva browne paterson

  • interviews with successful ezine publishers james mcewen

  • interviews with successful ezine publishers jan tallent dandridge

  • interviews with successful ezine publishers jan wallen

  • interviews with successful ezine publishers pamela geiss

  • interviews with successful ezine publishers paul becker

  • interviews with successful ezine publishers renee kennedy

  • interviews with successful ezine publishers thomas olin

  • interviews with well known ezine writers 3 shelley lowery

  • interview with an ezine marketing pro alexandria k brown

  • interview with ezine publisher terry telford

  • interview with michael murray autoresponder basics

  • introduce to pluginnetproefit com marketing strategies that empower success course

  • introduction to autoresponders

  • is a home business right for you

  • is ezine advertising still worth

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  • ive got an article to submit now what do i do with it 6 tips

  • i dont want to publish my own ezine thats my final answer

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  • i want to do an ezine part 1 what is an ezine

  • i want to do an ezine part 2 how do i start

  • i want to do an ezine part 3 what is content

  • i want to do an ezine part 4 how do i promote

  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

  • joint venture 101 the quickest way to build your ebusiness

  • joint venture 101 the quickest way to build your ebusiness part 1

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  • just give them what they want

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  • kaizen in online marketing

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  • know these five audiences to write a top selling book

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  • little red riding hood went walking in the ezine woods alone

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  • mail orders success guide

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  • mama i aint spending another dime

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  • marketing a professional practice free by writing

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  • marketing basics gather it all up

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  • mind set that helps you get new clients

  • mini persuaders six steps to successful classified ads

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  • misspelled words make you money

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  • most commonly asked questions about ezine publishing

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  • my cybernet life story the life and trials of an internet junkie

  • my dumbest marketing blunder and how you can avoid it

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  • networked markets are democratic structured markets are republican

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  • newbies guide to writing and submitting ezine articles

  • newsletters a great way to build business relationships

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  • nine power words to punch up your ads

  • not all vinyl banners are created equal

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  • novice increases web traffic building a substanial business

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  • offline advertising tips

  • offline marketing part 1 drawings

  • offline promotion 45 places your url should be seen or heard

  • offline promotion matters too

  • oh the tangled webs we weave when we forget what to practice

  • ok people lets get real

  • old and new contents for your ezines newsletter

  • one american city defies the rule

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  • online promotion beats traditional seven one part 2

  • on your honor 3 steps to building the e trust factor

  • open the door to more business with your ideas

  • opt in email and ezine advertising still more effective than rss blogs and ppc

  • organize for creativity

  • part 1 easy steps to creating your very own ezine

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  • payment processing basics

  • pay per click fraud exposed

  • pay per click search engines get the most bang for your buck

  • personalizing your emails an amazing technique that doubles your click throughs and profits

  • personal profile of the week bob osgoodby

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  • pitching tips to land major media placements

  • planning and creating your e zines content

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  • politicians are like car sales people

  • popping up for profitable results

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  • postcards with an edge 7 ways to use postcards in your marketing campaign

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