I have started to navigate into these areas, attempting to start conversations mainly to our consumer. I've created a Facebook group and business page. I've also created and uploaded sample videos to Youtube and other popular video sharing sites. Since we don't have any marketing dollars to draw in viewers, I'm mainly relying on my own community and anything that goes viral. We have a few unique and popular videos on YouTube featuring Phil Hellmuth, which invites a lot of discussion. People are very passionate about Phil. Sometimes they leave terrible comments and give him bad reviews. Unless it is spam, I don't delete any of the comments. I find it is far better and adds more value to your advertising efforts to allow freedom of expression. More often than not, criticism can actually increase your visibility. Specifically to Phil Hellmuth, the negative reviews incite discussion and equal amounts of positive reviews.
I also write a marketing and customer blog. I want to add value to both our experts and consumers to increase the stickiness of these efforts. But it is hard to compete with so much chatter that is in the online space. One of the ways that I increase visibility to our customer blog is to synchronize it with our content emails. The blog was actually born from our desire to experiment with content emails. We were doing basic commerce emails and we wanted to experiment with something that added more value to our customer. We thought it might increase the our open rates and customer loyalty. Recently, I've been testing the amount of content I include in the email with a link to read more on our blog. I'll write an updated post with the results. It's an ongoing experiment.
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