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Google Alerts
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An Essential Tool for Your Marketing & Sales Toolkit

Google Alerts is a free service provided by Google whereby you sign up to receive “alerts” via email every time a phrase or phrases are mentioned anywhere on the web. This content can be from multiple media: news, blogs, discussions, even YouTube videos and Twitter feeds. To manage the email flow you can ask to receive these alerts in the moment, daily or weekly.

I have personally found Google Alerts to be an essential tool in my marketing/sales toolkit that I regularly use to track information affecting my business, and that of my clients. Google Alerts can be used in many ways to monitor the web for critical, relevant news:

  • Reputation/Customer Feedback – At the minimum you should be alerted every time your business name, or other key phrases (like your personal name, key products, etc.) are mentioned. This allows you to immediately be aware of any mention in the media, on a blog, or on another website.
  • Competition – Google Alerts allows you to be immediately informed of, and to respond to, actions by your competitors: price changes, promotions, new products, mergers, etc.
  • Key Customers – You can (and should) also get alerts on your key customers to get a better sense of what they are doing and how the market is responding.
  • Key Prospects – Are you courting a few key client prospects or partners? Set up an alert on their company name (or personal name) to develop reasons to keep relevant and focused on their issues.
  • Important Industry Trends/Events – Are you an expert in a particular niche industry or technology? Use alerts to follow a critical event, piece of legislation or government contract.

Your Next Best Three Steps?:

  1. Decide Where You Need to Regularly Monitor the Web. Using the ideas above, decide where you need to track immediate information and who should receive it in your organization.
  2. Set up Google Alerts. Incorporate this tool into your sales/marketing processes.
  3. Adjust and Update Regularly. You may need to tweak your alerts using more details or exact phrases, as common names may produce too many hits.
Jeanne Rossomme - President, RoadMap Marketing
Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish. | @roadmapmarketin | More from Jeanne


Marketing: Boring Newsletter Subjects Won’t Help Grow Your Business

Writing Headlines That Sell Your Business

If you’re spending time to send a monthly newsletter, ensure you are making the most of it. Your email newsletter competes for eyeballs from your readers. Unless you have a captive audience sitting at their computers waiting for just the right email from you, you have only a few seconds to get their attention before they hit the delete key.

And based on what I’ve been seeing in my email box, some of you who didn’t “get the memo” on this topic. During this month, I have received no less than ten email newsletters that have the subject — Monthly Newsletter.

Yes, at least ten newsletters from different companies had that subject line. Not good. And worse than that, who cares? A boring title like that doesn’t entice me to open the mail and find out what you have to tell me. If you are using this type of subject line for your newsletter, you are wasting your effort.

You want to make the subject interesting so your reader will open the mail and read what you have to say. In a nutshell, here is a basic guideline:

• Use a different subject line for each issue.
• Don’t include your company name or date.
• Tease the reader about what’s inside. (Learn how to xxx, Grab this exclusive offer, etc.)

Always remember to look at your client / prospect communications from their perspective. If you do, it will help you spice things up a bit and get you more opens — which is one of the objectives in the first place.

Denise O’Berry, Guest Blogger
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