SIPA’s 11 for ’11: Shrewd Business Tips

Eleven Tips and the Sessions to Cover Them

Here are some excellent tips to keep in mind for your business – and the SIPA 2011 Conference sessions that will cover those topics.

1. Come up with a “value proposition” and sell it. Why is your publication valuable to the subscriber? What value will it continue to give? The answer to these questions should inform your renewal copy and become a selling point. (Renewals: Advanced Strategies to Retain More Subscribers, Monday, June 6, 11 a.m. – noon)

2. In addition to making sure that your advisory board will not be mere rubber stamps, seek out those who fill knowledge gaps within your company or your own background. (Creating a Board of Directors or Advisory Board, Monday, June 6, 9:30 – 10:30 a.m.)

3. Navigation and search are tremendously important because that’s how people find information. The challenge is building the architecture so that, once you post the information on the website, people can find it. (How to Build Your Online Visibility so that Getting New Customers is as Easy as 1-2-3, Monday, June 6, 11 a.m. – noon)

4. When it comes to managing and motivating sales people, management starts on Day 1 with clear expectations, explicit metrics and accountability. Be concise and specific with your targets and timelines, and celebrate success! (Direct Selling: Case Studies on the Common Denominator for Cross-selling Traditional, Portal and E-learning Solutions, Monday, June 6, 9:30 – 10:30 a.m.)

5. Instead of paying editors a base plus royalties based on new sales and renewals, pay them a higher percentage of renewal sales. It ties them more closely to the long-term health of their products. It also relieves acquisition campaigns of additional expense. (The New Job Titles and Roles for Your Editorial Team, Sunday, June 5, 2:10 – 3:10 p.m.)

6. Develop platforms not products and focus on discovery. Understand the workflow of your customers and then determine how you want to engage, entertain and support them. (What Is an Audience-Generation-Based Business Model and How Does it Work? Sunday, June 5, 2:10 – 3:10 p.m.)

7. Create a persona – find your voice. Let the content drive the tools. Experiment – embrace failure. (Getting Social: How Your Content Should Be Leveraged on Social Media, Tuesday, June 7, 10:30 – 11:30 a.m.)

8. The highest paid person’s opinion should not always be the final one. More often than not, Google analytics should have the final word. (How to Develop a Keyword Phrase Universe…and Why it Matters, Sunday, June 5, 4:40 – 5:40 p.m.)

9. Trendwatchers calls editors’ new roles “curators,” meaning we are building our own brand with everything that we do, whether it’s tweeting about a product we enjoyed, clicking “like” on Facebook or endorsing someone on LinkedIn. (Content Curation, Monday, June 6, 11 – noon)

10. Always write a sales letter to an individual person, not a crowd. A letter is a communication from you to one other person. Interestingly, this is a good policy to remember when giving a speech or addressing a large crowd. Speak to each person as an individual, and you’ll be listened to and heeded much more effectively. (Secrets of Selling Sponsorships for Your Content and Creating Content Sponsorships, Sunday, June 5, 2:10 – 3:10 p.m.)

11. Having a great product is important, but having a great idea for product distribution is more important. (Entrepreneurs in Media, Monday, June 6, 2:15 – 3:15 p.m.)

Check out ALL the sessions for SIPA 2011 and register today!

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