2011

B2B Marketing Traction

Trending Sources

3 of My Favorite Strategic Marketing Models

B2B Marketing Traction

Tweet. Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. have several favorite tools and models for analyzing a client’s marketing strategy. ” My favorite tools help provide three must-have pieces of information: 1. Know thy customer; 2. Know thyself; and 3. Know thy industry. The Marketing Persona – know thy customer.

SWOT 101

10 Reasons I Am One Nanosecond Away from Deleting your Email

B2B Marketing Traction

You only have a moment to get someone’s attention when you send them an email. Why do so many emails get deleted by the recipient? There is no business or person’s name in the email From field. There is no subject line. Your subject line is irrelevant to me. Your first sentence in the email is boring and/or irrelevant to me. You do not include a call-to-action, so I delete the email.

Email 70

8 Social Media Marketing Ideas for Your Trade Show Exhibit

B2B Marketing Traction

Tweet. Skyline’s recent webinar, “Social Media for Trade Show Promotions,” was full of great ideas. View Skyline’s webinar here or view the slideshow itself. It turns out YouTube is great for all phases of trade show promotion. Facebook, Blogging, and Twitter work great for pre-show marketing and marketers can post the trade show exhibit as an event on LinkedIn.

How to Protect Your Privacy When Viewing LinkedIn Profiles

B2B Marketing Traction

Tweet. Recently a client asked a great question: “What information can individuals see when you view their profile on LinkedIn?” ” The answer is that unless you change LinkedIn’s default settings, individuals whose profiles you’ve viewed will see it all – photo, name, title, company and geographic area, and a hyperlink to open your profile. Anonymous. Comments?

150 Content Marketing Tips

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

Is Your Marketing Plan SMART?

B2B Marketing Traction

Tweet. One Page Marketing Plan. If there is one thing I’ve learned as a marketing consultant, strategic marketing plans must be SMART to be successful. work with business owners of small to mid-size companies. Especially in tough economic times,  they have limited resources to spend on marketing. So, what they do spend on marketing must produce results. Without the What?, and How Much? Sales?

Plan 43

A Business Writer Who Gets SEO is a Marketer’s Best Friend

B2B Marketing Traction

Tweet. Marketers who want to get found online have a dilemma: they need to write for the search engines and for the readers, their prospects. Unfortunately today I see both good writing that clearly won’t work for the search engines, and really bad writing that has keywords and phrases in all the right places but doesn’t speak to the reader.

B2B Marketers – Has Your Online Content Been Copied?

B2B Marketing Traction

Tweet. Marketers need to understand their rights – and how to take action – when their online content gets copied. consulted with an IP attorney who told me that I had no legal recourse since I had not registered my articles with the U.S. The editor of said publication responded immediately, apologized profusely and took the page down. The other simply apologized. This was in 2006.

DMCA 40

Does LinkedIn Make Your Phone Ring?

B2B Marketing Traction

Tweet. …Or your inbox fill with inquiries? It does for me. So, if I’m getting results, why do many business people still say, “I’m on LinkedIn – now what?” ” (As a matter of fact, so many asked this question, Jason Alba wrote the book with the same name.). ” Why do I get results? made sure my profile is complete. update my status several times a week.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Don’t Be a Victim of “Dirty Little Secrets of Search”

B2B Marketing Traction

Tweet. Your search engine optimization (SEO) company, maybe despite claiming that their  tactics are above board ( white hat tactics), tricked the system with black hat tactics that go against search engine guidelines. Maybe you didn’t know that you should ask the question, “What kind of tactics are you using to optimize my web site for  search engines?” ” How Could They?

What if There Were Nothing As Sure As Marketing, Death and Taxes?

B2B Marketing Traction

…and Marketing? What if marketing were regulated the way taxes are? Would the world be a different place? As another tax deadline looms I’m reminded of this question that often comes to my mind. What if marketing were regulated and legislated like taxes? Or regulated the way businesses are regarding treatment of their employees? Marketing consultants might have to get certified. 2.

ROI 39

What Does Social Media Have to Do with Crossing the Chasm?

B2B Marketing Traction

I have a “strong suggestion” for you entrepreneurs, start-ups, spin-offs, R&D folks, developers, CTOs, CEOs, COOs, CMOs, PR and crisis communications peeps – well, everyone involved in getting the word out about some “new thing.” ” Connect strategically now. Online, Online, strategically, on LinkedIn, Facebook,  Twitter and more. 5,000? 50,000? Engage them.

B2B Marketers: It’s Time to Apply the Stockdale Paradox

B2B Marketing Traction

B2B Marketers need to confront and act on today’s brutal reality, but they must never lose faith in the end result. “You must never confuse faith that you will prevail in the end – which you can never afford to lose – with the discipline to confront the most brutal facts of your current reality, whatever they might be.” What does this mean for marketing?

Test 37

3 Key Ingredients for Business Social Media Success

B2B Marketing Traction

There are three critical success factors business owners should think about when considering investing in social media marketing. presented these at the Los Angeles Vistage All City Conference this week, in two panel sessions called Social Media – What Business Owners Need to Know. 1. Be Strategic. An important part of the marketing persona is understanding your buyers. Survey them and ask.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Why I Hate Fear-based Selling….

B2B Marketing Traction

I hate fear-based selling. You know, the kind where the seller lets you know one way or another that if you don’t buy their product or service you’re going to lose out. Fear-based selling gives me a horrible, irrational feeling that puts up my guard and reduces my trust level with the seller. Emotion was involved, but we didn’t invoke fear. What do you think? Provoke them?

How Dare You Call That Article a Whitepaper?

B2B Marketing Traction

If I see another online article masquerading as a whitepaper, I think I will scream! It is not OK to slap a few paragraphs together, upload the finished document, and invite visitors to your website to “Download Our Whitepaper.” ” It happened a few years ago. Whitepapers were seen as successful online marketing tactics for technology and research companies. Not good. Not credible.

Social Media Messages – How Many are Enough?

B2B Marketing Traction

Tweet. As a B2B Marketing Consultant, I am often asked how many messages a business should post on their social media accounts. Yesterday I was reviewing Hubspot information and saw that they recommend no more than two or three updates on Facebook each week. If you fail to plan, you plan to fail. Read my previous post,  Is Your Marketing Plan SMART? , for more on this. How long should they be?

Why Product Launch Plans Need to Include Social Networking

B2B Marketing Traction

Tweet. recently provided some marketing consulting and services for a technology start-up about to launch a new product. They contacted me with little time to spare before their intended product launch at an industry event. My first question was “How well are you connected to thought leaders in your industry?” ” Their answer? Social Media/Web 2.0

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.

What’s Wrong with Your B2B Web Site?

B2B Marketing Traction

Tweet. Have you spent money on your web site, search engine optimization (SEO), maybe even online pay per click (PPC) advertising to drive more traffic to your site? Are you getting more traffic, but no return on your investment in the form of sales revenue? How do you get web site visitors to convert to customers and generate sales? How do visitors behave? Where do they go? What do they do?

Sites 36

B2B Marketers to Increase Online Content, but What Kind?

B2B Marketing Traction

Now more than ever, online content is the key to attracting and engaging qualified prospects online. According to a study done in August of 1092 B2B marketers , 60% plan to increase content spend in 2012 (compared to 51% in 2011) and 62% plan to outsource content creation (it was 55% in 2011). But, the biggest challenge B2B Marketers have with content is figuring out what kind engages prospects.

B2B Marketing Trends I’m Thankful for

B2B Marketing Traction

There are two major developments for B2B marketers I’m thankful for. One, B2Bl marketers are moving away from subliminal, artificial messages crafted by ad agencies to the more transparent “citizen marketing” of social media; and two, online marketing is much more measurable than offline. 1. Citizen Marketing and Social Media. Measuring Marketing Results is More Accurate.

Is It Time for a B2B Marketing Audit?

B2B Marketing Traction

Tweet. In today’s economy, every dollar you spend on marketing must produce results. Are you sure that the marketing you spend money on is working? As a new year approaches, this is a perfect time for a marketing audit. Here are some of the things we’ve found in marketing audits: No marketing integration. Sometimes marketing programs grow one tactic at a time. Bad strategy.

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.

B2B Marketing: Content Mills… …really?!

B2B Marketing Traction

OK! I get that the blog abandonment rate is 95%! It’s haaarrrd to think of messages to Tweet! …And that you need content to improve search engine performance and attract visitors to your website. But what happens when those visitors actually read the content on your site? Definition of Mill. mill /mil/- (noun) one that produces or processes people. www.merriam-webster.com).

Why a Facebook Company Page Makes You Less of a Dinosaur

B2B Marketing Traction

Tweet. When you create a company page on Facebook, you create an instant emotional connection with customers, prospects, employees and website visitors. Because those who spend time on Facebook either like or love the brand. And today over 750 million people spend time on Facebook. The largest group on Facebook are from 18 to 34 in age. Facebook company page is free and can be set up within hours.

Aging 31

Will the Real LinkedIn Search Results Please Stand Up?

B2B Marketing Traction

Tweet. In working with my clients on their presence on LinkedIn, I have found there is some confusion when evaluating how they perform in the LinkedIn search results. The reason for this is that the LinkedIn search feature defaults to what is relevant to the person searching. ” Watch the video to better understand this little nuance in LinkedIn. LinkedIn Social Media/Web 2.0

Should You Blog on Your Website or a Separate Site?

B2B Marketing Traction

Tweet. As a Marketing Consultant I am frequently asked if businesses should blog on their website or create a separate site with a different domain name and URL. I’ve heard many different answers over the past few years, so I decided to research some expert opinions online. Having both a website and blog with separate domains would allow you to have four results per page. Photo from Flickr.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

B2B Marketers – Do You Zee What I Zee?

B2B Marketing Traction

People’s eyes view print marketing pieces in a Z format and on-screen marketing content in an F. Why should you care? Because if your most important information – e.g. your call to action – isn’t strategically located on your page or screen, you will get less than optimal results from your marketing. ”), scan diagonally through the middle (“Give me more info!”),

What does B2B Marketing Have to Do with Downhill Skiing?

B2B Marketing Traction

Basing marketing plans and campaigns on intuition isn’t enough anymore. Now with websites and measurable marketing activity through online content downloads and sharing, B2B marketers can to move away from an intuitive, creative approach to marketing and base their campaigns and plans on facts. liken counterintuitive marketing to one of my favorite sports: skiing. Counterintuitive. Intuitive.

Before You Abandon Your Social Media Accounts, Read This

B2B Marketing Traction

This blog post answers questions you may be having about social media – Why do it at all? How do I do it efficiently? There are good reasons to invest in social media, and there is a way to create a credible presence on social media without a lot of time and money. In a LinkedIn discussion group, a participant posted that they had been blogging for six months with no results.

Social Media & SEO: Are You There Yet?

B2B Marketing Traction

When will you see results from social media and SEO? When is your tweet, blog post, and video content enough? It takes time. Up to a month for Google to crawl your new site or new blog. Up to three months for social media messaging traction. Up to six months for SEO results – in other words, you start to come up on search results for your keywords. So plan to: Blog frequently.

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.

6 Ways to Know If Your CMO for Hire Is Effective

B2B Marketing Traction

Are you a small to mid-size business that needs marketing help, but you don’t have the budget to hire a full-time, senior-level marketing executive? One option is to hire a part-time or outsource CMO to drive your marketing success. Here are six important qualities to look for in your CMO for Hire. Experience in your industry plus others. Walks in your door listening, not selling.

Media 25

What Should I Spend on My Marketing Budget? Part 2

B2B Marketing Traction

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. When you budget your marketing dollars, it’s important to understand where you are in your  marketing life cycle. The marketing life cycle can relate to a product, service, or an entire company. In a previous post, What Do I Spend on My Marketing Budget? Introduction. Growth.

Don’t Let the Tail Wag the Dog in Your Marketing Plan

B2B Marketing Traction

Are you thinking of  implementing the newest marketing tactics, such as social media, in your next marketing campaign? It’s important to look before you leap, and have a clear understanding of your customers and your industry when you plan your marketing. ” – Chapter 6, “The Hedgehog Concept,” Good to Great , by Jim Collins. What do their customers do on Facebook?

Plan 25

8 Content Ideas for Your B2B Facebook Page Posts

B2B Marketing Traction

Tweet. More businesses recognize a need to have a presence on Facebook, but a common question is, “What should we post on our Facebook wall?” ” My colleague Kim Defenderfer of California United Bank , asked me to speak about Social Media to a CEO Forum sponsored by California United Bank and CPA firm Rosenthal Pearson Fong & Frew. You are blogging, aren’t you?

CPA 25

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.