A little over a week back I wrote the Part 1 post of Marketing with RSS, Where to Start so I figured I owe you part 2. Part 2 is about where I would start using RSS for marketing on a website and the site I'll use as a guinea pig is www.schwab.com because, well why not? I think financial services companies are the perfect place for RSS feeds, especially secure RSS feeds like the ones pumped out by SimpleFeed. OK, where to start with Schwab?
STEP 1: INTERNAL USE BABY
The best sales people for using RSS are current employees because once you get them hooked, then they'll do a better job of making sure customers understand it. At online brokerage firms you get competitive announcements, hr announcements, new research and economic news, and everyone's favorite industry changes courtesy of the NASD or what we referred to them at Harridirect as the Pershing BIBs (don't ask me to translate what BIB stood for, but any former colleagues fill free to respond). Step 1 would be to get your compliance, research, and HR teams on board with RSS and eliminate these needless email box fillers. Plus, you'll get 100% delivery and won't have to listen to someone say - nope I never read that Pershing BIB on new billing notifications.
As you can see from this screen shot, Schwab's corporate communications group has no RSS feed sign-ups which is a damn shame. How easy and progressive would
it be to add it in for PR announcements, Financial information and SEC filings, Presentations, and Job Posts? Once you get hooked on RSS feeds, it is really annoying when you visit sections of a website like these and find no feeds. OK, so I would make my corporate communications group very happy by adding feeds to this section of the website.
STEP 3: THE REST OF THE BORING STUFF ON THE BOTTOM MARGIN
Yes, you know what I'm talking about. The fun tabs that say Privacy and Security, Important Notices, and Business Continuity. Sure those tabs shouldn't have a lot of activity, but you might as well RSS 'em because the people that enroll in those types of feeds, really, really want them. What I would do is lump all of them together in a RSS group called Important News About Your Account so there is content in their more frequently; otherwise people will forget about them. And believe me after getting my head handed to me for not understanding these enough, you too would want them thrown together in a feed. After all, these sections typically make up your annual notifications.
Ok, that's it for this point. Oh stop moaning. Do you really want me to fill up your screen with a post?