RSS Marketing

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RSS Marketing

What Are RSS Feeds?

RSS stands for ‘really simple syndication’, ‘RDF site summary’, and ‘rich site summary’. They have gained in popularity over the last few years and have recently become a huge buzz word for the internet industry and yet still confusing. RSS feeds are used by many different websites to publish their content.

For example, a blog can send a signal (like a ping) that they have new content to the search engines. The engines and browsers can ‘understand’ RSS feeds. You can send a text document out to subscribers.

RSS is used to publish content that is updated often, such as blogs and podcasts and other material that is frequently updated. RSS allows content from many sources to be brought together in one place. There are RSS readers or ‘aggregators’ that allow information to be published once and viewed by different programs.

The end user can subscribe to an RSS feed and then the RSS reader checks the user’s subscribed feeds on an automated basis. RSS readers are very easy to use and every internet user should use them very easily too.

Many people do not even know they are using RSS feeds. They simply click a button that says, ‘add to my account’ (Yahoo, Google, MSN, etc.).

Make sure that you MAKE THESE BUTTONS for people to subscribe to your RSS feed, even if they do not knowthe technical details or definition of ‘RSS’. When people are on your sites or blogs,provide a button that lets them easily subscribe.For example, Yahoo makes it really easy to install their button.The following screenshot shows the page where you choose the appearance of the button and submit your information. It’s free and it is something end users are comfortable with. Plus the Yahoo page says it all for you … ‘Turn Visitors into Subscribers’. Talk about building a list without an autoresponder.

The Benefits of RSS Feeds

The benefit to the end user is that they can readily access the information that interests them in an organized and timely way. They can find what they want to know quickly and effectively.

They can also use the RSS reader to get an overview of the new information through the summaries that are posted. Rather than loading multiple sites and sorting through the information, they can bring up the reader and scan the labels and summaries to quickly discover if there is anything worth reading or listening to in the updated material. This is where you would need to create an effective headline to get a click-through. More clicks means more traffic.

They also have the option of viewing items and sites of interest in an organized way.The readers are set up so that people can easily navigate through the material and select what they are looking for. Organization and categorizing of information is a strong reason for end users to take advantage of RSS readers.

The benefits to the internet marketer include the use of RSS feeds to keep a steady stream of web content to update their website. As we have discussed previously, new content is essential for attracting visitors and search engine crawlers to your site. This is one more way to make that happen. Not only do you find yourself with a source of content, but it will automatically update on a regular basis.

RSS Purpose BuiltThe purpose of RSS feeds depends on who you are talking to. The purpose to end users is the ability to organize and categorize the information they regularly retrieve from the web. They also like the option of scanning one page to see headlines and summaries so they don’t waste time on something they don’t want to read. Also,it helps them to spot juicy bits of information they may have missed otherwise.

They can review what is out there and zoom in and focus on what is important to them, their family, or their career. On top of that, they can get all of these features without the frustration of dealing with spam.The main benefit to the web owner is the ability to easily, quickly, and effectively update content. The benefit to internet marketers is the ability to distribute and publish information on a grand scale.

With RSS syndication, a person can greatly increase exposure. Increased exposure can be exploited for the implementation of MANY sales techniques. You can get your message out, increase your visibility, and establish yourself as an expert in your field.Because of the categorization that is involved with this system, a person can promote a niche product efficiently. It also provides another avenue for communicating with end users.

This is definitely the wave of the future and if you are not ‘hooked up’, you may get left out. Visitors are not necessarily, well eventually, going to search you out regularly anymore unless you go through their aggregator. Here’s why … you can have a BIG list of subscribers in your autoresponder however eventually people become busy and tend to ignore your emails. Now if they are hooked up with your feed then they can view the headline and description to entice a click-through to read the rest of your content.

Now by NO means am I saying NOT to get an autoresponder. It is just ‘another’means of collecting subscribers. Think about it… if a visitor is given multiple methods or means to subscribe to your mailings or content then in whose best interest is it?

Some may like to sign up via opt-in forms but some may prefer RSS feed. Are you getting the picture of how to extend your reach?

Aggregators

There are three types of aggregators for compiling and viewing RSS feeds.Web based aggregators are found on websites. For example, my.yahoo.com is a web based aggregator that people can log onto and use to subscribe to RSS feeds.

Desktop aggregators are software programs for people to keep their aggregator on their desktop.Integrated RSS aggregators work with other communication software, like Outlook.

For example, www.newsgator.com can be used in conjunction with Microsoft Outlook.Yahoo Pipes puts RSS feeds together for you. The reason this is great is because you can take different RSS feeds and blend them into a unique configuration that gives you content the search engines read as new and unique content, rather than duplicate content.

Mass Web Syndication

Web syndication occurs when material from a website is made available to multiple sites. Web feeds are the most common form of web syndication.Web syndication has been done for years because content syndication helps both sides of the deal.

The site displaying the web feeds provides their readers with more information and keeps them coming back for more if they like the way the site organizes information.

Internet marketing gurus are tapping into the resource because savvy users are more likely to subscribe to a web feed than to continue registering to every web site that gets their momentary and very fickle attention.

Let me make it clear … if you register on a website and the owner has several websites all relatively in the same niche … wouldn’t it be irritating to receive multiple emails all with the same content? Thus you register with a feed and receive it once.

Web syndication on a large scale is not very old. In 2001 large scale syndication began with online games. Since then, syndication has grown at an amazing rate. It is used by news sources, websites, blogs, podcasts, and other internet sources that include a large turnover of content and frequent updating of material.

Web syndication is also a great way to provide a broad stage for your distributed material. You get to control where your content is and you partner with the sites where it is distributed.

This doesn’t mess with your copyrights. You retain full ownership of your work and your proprietary documents remain your own. However, you work with others to spread your work to a larger audience. Commercial web syndication works a lot like syndication in other environments.

For example, you may have noticed the syndication on television news and how the original creator of content for a news program remains in ownership but broadcasts its stories through more sources than its own. The other sources credit the original source of the news and everyone wins. The original producer of the story gets kudos for being the one to break the story. The partner may have missed the breaking story,but they still offer their viewers information they need and keep them tuned in. Also,they don’t fall so far behind that they become obsolete. Do you see why most news channels have the exact same picture footage?

Commercial web syndication is similar in that it is a win-win for everyone involved.People producing excellent content can partner with people who need that content.As with all business dealings, there are many ways to go about it.

There are different arrangements that can be made with different financial arrangements. Make sure that whatever you do, you get things clearly worked out and dot all of your i’s and cross all of your t’s. Many people offer content for free in exchange for the exchange and links. This arrangement is becoming a prevalent way that people are partnering on the web.

Syndicating RSS Feeds

If you are intrigued by the idea of web syndication, you need to know that RSS feeds are ‘IT’. This method is widely used and people are becoming more comfortable with it.

While there are other ways to do web syndication, and like anything else on the web you should keep an eye on them, this is THE ONE to pay attention to right now.The technology is wide spread and it is relatively easy to jump on this train and ride it home.

RSS is very simple because it is an XML format. It is a format people are comfortable with. By creating RSS feeds, you may be able to break into areas you could never access before through syndication and get exposure on a much greater scale than through traditional internet methods.

Before you launch into your attempt to get RSS subscribers, develop a strategy.You need to decide how to categorize your content into feeds and how to deliver them.

For example, you need to decide ‘who’ you are sending ‘what’ to. Let’s look at the possibilities. You have a website that may have the following content:

1-Blogging

2-Articles

3-News Stories

4-Product Announcements

5-Others

How are you going to present content in an RSS feed? You must package them according to categories to send them to the appropriate RSS subscribers.Think about who your subscribers are.

1-Media

2-Customers

3-Business Associates

4-Competition

5-Clients

6-Potential Customers

You need to compile the information and plan your feed to appeal to the audience and follow up with autoresponder RSS feeds.

You will need a CMS (content management system) or online management help to allow you to organize your feeds. Many are also FREE, like Ponyfish!

How to Get RSS Subscribers

There are many ways to get RSS subscribers. Remember that you are an entrepreneur, which means staying on the cutting edge and trying new things just like me. Some of the ‘tried and true’ methods include the following:

1-Individual Marketing

Pick out sites where you want your information distributed.Then you have to ‘court’ the web owner and convince them to subscribe to your RSS feed. This takes time, but ensures that you will have quality links with relevant sites and with a solid relationship on which to build future growth.This is like link building however you get their targeted visitors from their site instantly.

2-Automated Publishing

You can set up an automated system that allows sites to ‘hook up’ with your content. This will provide you with little control and force you to screen your partners carefully, but it may provide you with a bulk of partners who can offer you a lot of exposure. Hook them up to your content as you don’t want to spend the time to screen every partner. Some are honest and some simply sneaky.

However you want the exposure so let them come on board as it’s excellent for coverage. Depending on the content you provide you could be based as the news source in your niche. So imagine thousands of web site owners who jump straight on board overnight thanks to your content.

Attracting RSS Feeds Tips

1-Explain an RSS feed

Let your regular viewers or visitors to your information know that they can access your content regularly through an RSS feed. Unfortunately, many of them may not know what RSS feed is. They may not need a detailed technical account of how it works or your objectives for disseminating your message, but you can explain the basics of how to subscribe and why to subscribe to your RSS feed.

2-RSS Feed by Email

‘Sell’ RSS feed by email. Many people will turn up their noses at new technology until it is as main stream as sliced bread.Depending on your target audience, this can be a huge problem for RSS feeds. Fortunately, there is a way to get around this.You can offer RSS feeds through email. This way even your ‘stodgiest’ customers can subscribe to your RSS feed comfortably.

People using Microsoft Outlook can easily look at their RSS Feeds by going to ‘tools’ and clicking on ‘account settings’.

Then you can click on the tab reading ‘RSS Feeds’ and you will see the list of RSS feeds.

Microsoft Outlook RSS Feeds

1-Offer Something Unique as an Incentive Some people absolutely cannot refuse something offered for free. Others are at least motivated by sales incentives.Offer people something unique for subscribing to your RSS feed.Whether it is a tasty article or a coveted ebook, you can give them something useful in exchange for subscribing to your RSS feed. Then it is up to you to provide content that will keep them interested over time.

2-Sell’ Your Feed

Don’t set your offer up as an afterthought. Some people think you can lure your subscribers at the end of a page. What they don’t realize is that many readers lose interest before finishing an article or news story and then ignore what comes after.

The proliferation of information on the web has trained readers to ignore anything outside of the direct information they are collecting. So you need to sell your RSS feed earlier on the page.

Get their attention and use visual images to promote it. Sell your RSS feed with all of the thought and salesmanship you would use on other sales methods. Catch people’s attention by using the right colors and visual stimulation to target your audience.

3-Work out the ‘Quirks’

If the subscription process is in any way difficult, people are not likely to track you down and make it work. They will move on to the next good thing and leave you in the dust. Make sure that you work out all of the details. Make sure your feed is‘discoverable’ and take care of technical ‘glitches’.Your hard work is for nothing if people find it difficult to subscribe and give up on you.

4-Consider using Traditional Advertising

Use every trick you’ve got. If you want to sell something badly enough, you will pull out the stops. Consider using methods that you have used for other campaigns.For example, there is no rule that says you can’t use Adsense for an RSS feed. Whatever has worked in other areas will work for this. Try podcasting. Try video posts. Use the tools of the trade to promote your RSS feed.

5-Network, Network, Network!

Join forums. Be heard. Get yourself out there and make yourself known in your field. While you do it, make sure that you offer links to your website and RSS feed!

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