From the current issue of Larry Chase's Web Digest for Marketers, here are 11 ways to use Really Simple Syndication (RSS) technology to market your business:
- Content Syndication
- Press Information
- Job Listings
- Sales Notices
- Special Offers
- New Product Announcements
- Customer Care Notices
- Affiliate Notices
- Product Uses and Tips
- Calendar Updates
- Podcast and Media Distribution
Nearly all of the 11 methods are applicable to wineries (see the article for more details about each of these methods, and the benefits they offer).
RSS is a way of describing updated information. The description is called a "feed". People who are interested in receiving those updates (for example, product recalls, weather updates, package tracking, schedule changes, or new events) can subscribe to a feed using an RSS reader. Your RSS reader keeps track of updates to your subscriptions, so you don't have to do anything to stay current with the feeds you're interested in.
RSS is relatively easy to generate (you can even do it by hand, although that sort of defeats the purpose). For example, blogging software generates RSS automatically. The key to using RSS successfully in marketing is to have a tool which automatically generates the necessary RSS for you (we're working on a project for the winery community right now).
(As far as I can tell, this article will eventually disappear -- WDfM doesn't archive its newsletters -- so read it now!)