B2B Marketing Traction

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Getting Visual with Your B2B Marketing: Pinterest or Instagram?

B2B Marketing Traction

A client recently asked me which visual social media platform should they choose – Instagram or Pinterest. didn’t have a quick answer, because, well, it depends. Here’s what you need to know… First, if there is any doubt in your mind that your marketing must become more visual, dispel that doubt now! Not only do people not have ( not make? Instagram, not so much.

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Just When You Think You Know B2B Marketing, The Millennials Are Here

B2B Marketing Traction

You did the research. You wrote the plan. You know where your B2B target audience gets information and how they buy, right? Not so fast. Just when you think you know your B2B buying audience; it’s changed. In the two years from 2012 to 2014, millennials became the biggest researchers of business-to-business purchases. In 2012 millennials made up 27% of B2B purchasers. Why should you care? 1.

One Big Reason Your Email Marketing Fails: It’s Not Responsive

B2B Marketing Traction

A large percentage of your email recipients will open your email on their mobile device. Here’s one critical thing you need to do to make sure they read it! Many businesses missed Google’s algorithm change that requires your website be responsive in order to rank well on searches. For an example, look at the email images below. Get instructions and a screen shot on how to do this here.

The Benefits of a One-Page B2B Marketing Plan

B2B Marketing Traction

This is the time when many organizations and businesses are thinking about planning and budgeting for the next year. A one-page plan for managing and executing planned marketing is something I’ve used successfully for my business and for my clients. Marketing is changing fast, and you have to change with the times. They work! ). You can easily make additions or changes visible to your team.

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

How to Get Marketing Results from LinkedIn Group Discussions

B2B Marketing Traction

There is an art to getting followers and engagement on social media platforms like LinkedIn. Here is what has changed and what you need to do to get results. colleague recently emailed me a question about how to get results from social media. The social media platform in question is LinkedIn. “I have a LinkedIn question.   Last year I started an aggressive LinkedIn campaign. Thanks.”

Case Study: Getting Results with Social Media Marketing

B2B Marketing Traction

Still on the fence about social media marketing? Here are actual results one of our clients got when we added social media to their marketing mix. In June of last year, I worked with one of my clients to improve their marketing. At the top of our list was a project to improve their online presence and create more awareness about their business ( the client’s identity is confidential ).

A Social Media Strategy for B2B Marketers

B2B Marketing Traction

Some business to business (B2B) marketers are still hesitant about investing in social media. They may view social media as a business to consumer (B2C) activity or they think that their target audience isn’t on social media. Here is why they are wrong. It is on social media that marketers are able to share content, and content marketing is what helps buyers find you online. LinkedIn.

Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

With all the news and hype about content marketing these days, you would think it’s one of the most effective marketing tactics for B2B marketing, if not the most effective. But, it’s not. spent quite a bit of time going through the results of a recent survey of B2B Marketers by the Content Marketing Institute (CMI) and Marketing Profs sponsored by Brightcove. But wait a minute.

3 Scary Truths about WordPress to Keep You Up at Night

B2B Marketing Traction

The advent of open source, templated WordPress websites that non-programmers can create and maintain has been revolutionary. But beware, there are some very scary things that can go on behind the scenes you need to know about and prevent! I’ve been working on and around WordPress sites since 2000, and I’ve seen some great successes and real nightmares with this particular technology.

Positioning is Key Factor for Social Media (and All Marketing) Success

B2B Marketing Traction

If you’re in a market that is growing, even starting to consolidate into a mature market, what is the one key factor that will make you successful in social media? It’s strategic positioning. Strong and consistent positioning is the key to marketing success. Positioning is one of the basic marketing principles that leads to success. My competitive analysis focused on social media.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

3 New Promotional Product Campaign Ideas for Your B2B Marketing

B2B Marketing Traction

Are you wondering if promotional products or giveaways make a difference? Here are three thoughtful promotional campaign ideas to make your marketing stand out. Last week Flora Taub , my friend and promotional products rep for Geiger in Southern California, sent me an email with a fun new idea – selfie sticks! Selfie stick video or photo social media campaign. Some Rights Reserved.

3 Questions to Answer before You Click Send on Your B2B Marketing Email

B2B Marketing Traction

Email marketing is easy, right? You decide on a message, create the email using one of many email programs, send a test for review and, when it looks good, hit send! Right? Wrong. A few days ago I got an email from a company announcing their name change. didn’t recognize the company, and I didn’t recognize the sender. Wow, this company missed a big opportunity. Is yours clear?

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B2B Marketers: If You Fail to Plan, You Are Planning to Fail

B2B Marketing Traction

So I’m going to say it again. If you want your marketing to work, you have to first plan it, and then you have to execute the plan. Simple, right? You’d be surprised how many businesses fail to write a marketing plan. Or, if they write one or hire someone to write it, they end up putting on a shelf or in a drawer, never to be read or acted upon. Come up with a marketing strategy. 3.

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Spark New Results from Your B2B Marketing at Mid-Year

B2B Marketing Traction

If you haven’t quite gotten to the marketing you planned earlier in the year, it’s not too late. Here are questions to answer and actions to take to get your marketing back on track. First, know that it’s OK to start or restart marketing. Marketing can be challenging. It’s one thing, if done well, that can help your business or organization grow faster. Any new players?

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Google Mobilegeddon: Don’t Panic, Here’s What You Need to Know

B2B Marketing Traction

Google changed their search engine algorithm to favor mobile friendly websites. But don’t let a web developer or SEO vendor sell you a bill of goods as a solution. Here’s what you need to know. Apparently the pre-announcement was unusual. There are usually speculations about algorithm changes, but rarely a firm statement form Google. Get a responsive web site design. More effective?

Content Marketing: How This Software Company Achieved More with Less

B2B Marketing Traction

A majority of B2B marketers still haven’t adopted content marketing even though there is proof that it works. Learn why and how a software company doubled organic traffic to their website and increased leads with less content marketing. Those that allocated more got greater results. The results showed that content marketing is often not owned by B2B marketers. Willingness or need to change.

8 Elements of the Perfect Blog Post

B2B Marketing Traction

What does a perfect blog post look like? In this post I paint a picture and show and explain the eight elements of the perfect post, so it’s easy for bloggers to visualize. recently curated an article on the perfect blog post by Kevan Lee of Buffer. also have added some essential elements of my own, such as the call-to-action at the end. Compelling and Optimized Headline. This surprised me!

7 Ways to Get Better Results from Your B2B eNewsletter

B2B Marketing Traction

You send a regular eNewsletter, but are you getting results? Read this post to find out how to increase the return on your investment in time and money on your newsletter. 1. Set clear objectives for your eLetter. What do you want to accomplish with your eLetter? You can achieve many different objectives with an email newsletter. Provide news about your company and employees? Some Rights Reserved.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

B2B Marketers Must Be Transparent to Build Trust

B2B Marketing Traction

Doing business today requires transparency, which builds trust with your customers and partners. It leads to increased business, since people buy from people they know, like and trust. Last night I attended Peter Coffee’s Annual Tech Update at the AITP Chapter meeting in Los Angeles. What that means for marketers is that we do need to tell the truth. Collaboration is increasing.

Should You Trust LinkedIn with Your CRM Data?

B2B Marketing Traction

In the last two years, LinkedIn has quietly added fields and features that can help you manage your contact relationships on LinkedIn. This blog post shows you how that works and what pros and cons of you should consider in trusting your valuable data to LinkedIn. In a recent LinkedIn workshop the participants asked me why LinkedIn allows you to edit contact information for your connections.

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Where in the Product Lifecycle is SEO?

B2B Marketing Traction

If you’re just now thinking that it might be a good time to invest in SEO, you should proceed with caution. SEO developed slowly over time, but as an “industry,” it’s now in decline. In the early nineties, Search Engine Optimization or SEO had a slow start, typical for new technology. Along came Google, consolidation began to happen, and a growing industry was born.

Your Baby’s Ugly and Other Difficult Things Marketing Consultants Have to Tell Clients

B2B Marketing Traction

A good marketing consultant delivers solutions, implementation and results. But sometimes we have to  deliver some not-so-pleasant news to clients. Here are a few of the top “bad news” messages marketers have to deliver and how to present them as painlessly as possible. 1. Your baby’s ugly. This is probably the number one most difficult message to convey to a client. ” 4.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

30 Creative Ideas for Your B2B Video Marketing

B2B Marketing Traction

According to eMarketer , adults spend (on average) five and a half hours on video content every day. It’s time to produce some videos to help your prospective customers learn about what you do. It seems easy to come up with ideas for videos for consumer products. But what about video for your business-to-business (B2B) products or services? Beyond customer service videos, what can you do?

Do LinkedIn Endorsements Drive You Crazy?

B2B Marketing Traction

Do your connections endorse you for skills you don’t even have? Do you wonder how these endorsements get on your LinkedIn profile? Do you want to turn off LinkedIn endorsements altogether? If you answered “Yes” to these questions, read on and watch the video in this post to find out how to fix these issues. When It Comes to LinkedIn Endorsements, Are We Lemmings? ). LinkedIn

Why LinkedIn is a No-Brainer for your B2B Social Media Marketing

B2B Marketing Traction

Still haven’t dipped your toe into business-to-business social media marketing waters? Here is the easiest and most foolproof way to get started. professional services company found me online last week and inquired about my outsource marketing services. ” Market on LinkedIn. LinkedIn is the number one most-used social media platform for business to business marketing.

Why Written Plans Improve Web Site Project Success

B2B Marketing Traction

Studies show that up to 25% of web site projects fail and 30% are over budget. But, don’t worry, there is a solution! When creating a new or updating an existing web site, marketing professionals have a tough role to play. They have to understand the web site owner needs and translate those needs into specifications that web developers (the techies!) can use effectively. Who are they?

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Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

11 B2B Website Mistakes and How to Avoid Them

B2B Marketing Traction

Since 1998 we’ve developed many successful business-to-business websites that generate leads and revenues for our clients, and we’ve also seen how B2B websites can go terribly wrong. Here are eleven website mistakes and tips on how to avoid them. 1. You don’t have a plan or strategy for your online and social media presence. You choose an inexpensive host that performs poorly.

3 Tips for Creating Great Posts on LinkedIn and Facebook

B2B Marketing Traction

It’s easy to add an update on LinkedIn and Facebook, right? Not so fast! The mechanics seem easy, but making your update effective (eye-catching, compelling, and engaging) is not as easy. Here’s how to do it right. 1. Include an image or photo with your update. Everything is more visual on social media. The proof of this is in the explosion of Pinterest and Instagram. Tips: 1.)

What Marketing Content Works Best for B2B eNewletters?

B2B Marketing Traction

Deciding what kind of content to include in your B2B eNewsletter isn’t easy. It’s a challenge to stand out when your prospects’ email inboxes are overflowing with hundreds – maybe thousands – of emails begging for their attention. have found that the eNewsletters I like include a combination of interesting and valuable content. They are thoughtful and intelligent.

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Discipline and a Plan Are Keys for Success in Content Marketing

B2B Marketing Traction

Content marketing requires strategy and discipline for successful results. recommend creating a strategic plan and schedule for execution. For success in content marketing, you need to be strategic and disciplined. Understanding your audience, how to leverage your services and products, and how to execute content are key factors. Know your audience. Calendar due dates and try to adhere to them.

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Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

5 Creative Ways B2B Marketers Can Use Twitter’s Vine

B2B Marketing Traction

I don’t know much about Vine, and I like it already. Here’s why – have you ever NOT watched a video because all you want is the few seconds that show you how to do the thing, and the video is 4 minutes long? The new Vine is a six-second video that continues to play in a loop until you stop it. No auto-blaring audio when you reach a page with a Vine video!). Check them out.

Another Big Reason B2B Marketing Fails: Failure to Engage

B2B Marketing Traction

You have a business that sells to other businesses, so you plan to keep your marketing business-like. You don’t want to annoy your target audience of business people with fluffy marketing, right? You have a great product or service. You actually have a marketing budget. You’ve redone your website and analysis shows your brand is recognized and remembered. Yes they are business people.

6 Ways Competitive Analysis Benefits Your B2B Marketing

B2B Marketing Traction

In today’s fast-moving business-to-business world, competitive analyses can yield surprising benefits. Here are some of the ways a competitive analysis can help your B2B marketing. 1. Identify what kind of marketplace your business competes in. Is your industry new and fragmented? Growing with increasing competition? Mature with larger companies acquiring smaller businesses? Or declining?

2015 B2B Content Marketing Survey – 3 Takeaways You Need to Know

B2B Marketing Traction

There’s a big difference between what B2B marketers are using in their marketing programs and what is effective. Here are three things you need to act on to increase your marketing results. The survey results showed that B2B marketers still use tactics that are not that effective. At the top of the list for tactics used were 1.) social media (other than blogs), 2.) eNewsletters, 3.)

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Why B2B Marketers Must Pull Up From Boring Product Marketing

B2B Marketing Traction

I’m still seeing a real reluctance on the part of many B2B businesses to get human with their marketing and really tell their story. For too long, B2B marketers have put products and services first, believing that all they had to do was “build it and they will come.” ” Buyers want more than a boring product or service. Trust. Transparency. Don’t hold back your story.

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