RSS Feeds are targeted to interested users. Properly implemented, RSS feeds can enable you to reach out to potential customers. As with all methods, there are advantages and disadvantages - and suggested steps to assure effective implementation.

Article

We all recognize the value of and strive to develop and maintain a prospective customers list. Further, we fine tune and custom tailor prospective customer lists to target and subdivide into market segments.

Traditionally these lists were initiated and driven by the seller. Regardless of the efforts to assure accuracy, part of the list was off target. Customer interest and need changes are virtually impossible to predict so the lists tend to lose focus with time. Regardless, these lists were used for mass mailings, mass e mailing, phone contacts, and other means aimed at marketing.

RSS Feeds are different - they are requested by the user. As his needs and interests change, he will edit his feeds. Being user driven and time limited, users are very interested and the information is current. 

Because the user requests the RSS feed, an URL, there is no automatic way to collect user contact information from the feed request. However, the RSS feed can ask the user for this or even require it. Requesting contact information should be carefully considered because many are reluctant to provide it fearing subsequent aggressive sales contacts.

Almost any application where current information needs to be promulgated and older information needs to be removed can be served by an RSS feed. This includes marketing, revisions, updates, recalls, and numerous other activities.

For example, a real estate company can issue all new listings as an RSS feed on a daily basis. This can be further focused and refined by subdividing the feed into buyer specific classifications like 1-3 bedroom, 4-5 bedroom, attached garages, full basements, urban or suburban or rural neighborhood, school district, or other significant classification which the Real Estate company probably already uses in its conventional marketing. By so doing the user is able to select the feeds that interest him and he is most likely to follow up on it. The critical issues here are to subdivide as finely as is prudent – as this targets to the interested parties. The realtor has the information on his web site; the RSS feed links to the specific page of the web site; the RSS feed connects the interested, targeted, user to the specific offerings – which makes the marketing more effective. 

Because RSS feeds are, by their design, time limited, the feed maker has to update the RSS feeds in conjunction with updating his offerings. In fact, he is extending his updating effort to assure his promotions will be read.

While it is not easy to measure how many subscribe to the feed, it is easy to measure web page visits and gauge the interest and effectiveness level at least on an indirect level.

RSS feeds constitute another component in your marketing campaign and they do not replace other methods.

Helpful tips for effective RSS Feeds include:

1. Keep the information current. The update frequency varies by application. For some it is weekly, for others it can be daily, and for some it can be 4 times a day.
2. Subdivide and subclassify the information as finely as prudent. Often allowing the user to select a broader or a narrower topic (e.g. a used car sales company could have a pick up truck broad topic and subdivide it into light, medium, and heavy pick ups) can be helpful.
3. Promote your RSS feeds. Put the list of all RSS feeds on a dedicated web page and cross reference it throughout your web site. Promote the RSS Feed web page by effective applicable marketing tools. Drive traffic to your RSS page to get users to subscribe and ultimately to buy. Don't forget to include e mail and regular mail to existing customers to inform them.
4. Update your RSS feed classifications to reflect your changes. Changes in product lines, special sales, etc. are all reasons to update your RSS feed classification. Remember it costs little to add a topic and it can be retired quickly.
5. Cross reference new feeds into current feeds. A current feed that discusses a specific topic can contain a sentence about a new feed and a link back to the RSS Page – it won't detract from the primary message and may create more interest in the new topic.
6. Keep each specific feed concise and focused. Think of it as a news story. You are competing for the user's time and unneeded verbosity detracts from effectiveness.
7. Consider the merit of requesting contact information from the user. Many will go elsewhere rather than provide contact information because they fear aggressive sales follow up.
8. Provide your contact information because interested users will ultimately need to contact you.
9. On your RSS page, offer the user the option of other modes, like e mail notification as some still prefer this.
10. RSS feeds are part of your overall marketing and will not displace other modes. 

Where Do I Start?

Before plunging ahead, it may be very helpful to review your existing situation – and develop a cost effective plan for implementation of the fundamentals.  Properly implemented, with appropriate tools, you can then proceed further to issue RSS Feeds as is cost effective.

Contact us for a no obligation, no cost initial review.

Gene Bohn 
E Commerce Technology - Michiana Inc. 
574-848-9386 
gbohn@ectmichiana.com

[Home] [Officers] [Members] [Business Listing] 

[Expertise] [Newsletter] [Meeting Dates] [Contact Us]

This space, site preparation, and web mastering donated by

Gene Bohn, E Commerce Technology-Michiana, Inc. 

19853 Willowbend Blvd.    Bristol, IN 46507-9108 USA

Phone (574) 848 9386    FAX (574) 848 9536    E mail: gbohn@ectusa.com