Marketing Craftmanship

NOVEMBER 9, 2018

It says to target audiences, “We value our relationship, but we don’t really care enough (or know enough) to produce our own newsletter.”. Beyond keeping and growing existing clients, your primary marketing goal is to drive top-of-mind awareness with target audiences. REALITY #1: Your Firm Needs to Drive Top-of-Mind Awareness.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

MAY 13, 2020

A significant number of companies also maintain a presence on social media platforms and publish posts for a relatively small group of followers, many of whom are not their target audience. Earned media has the highest value on the credibility scale. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

MAY 7, 2015

According to BNY Mellon’s most recent survey of Investor Relations (IR) practices worldwide, fewer than half of the nearly 700 respondents are using media relations to support their IR goals. More significantly, only 6% of that group included media exposure as a top IR goal.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

SEPTEMBER 15, 2013

But many of those companies do not leverage their achievement, by failing to capture the attention, interest and engagement of the internal and external audiences that will determine their continued success. These 2 – 3 minute videos can be posted on the corporate website, and on the company’s social media sites.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Thought Leadership Ideal Customer Profiles 100

Marketing Craftmanship

MARCH 21, 2014

Canned content says to target audiences, “We value our relationship, but we don’t really care enough (or know enough) to produce our own newsletter.”. Beyond keeping and growing existing clients, your primary marketing goal is to drive top-of-mind awareness with target audiences. Blowing your own horn can also backfire.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

JULY 8, 2019

If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with your target audiences. To accomplish that goal, share your content directly with target audiences on a quarterly basis. Create Meaningful Content.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

Marketing Craftmanship

SEPTEMBER 12, 2016

Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences. To establish a level of top-of-mind awareness required for your target audiences to form and sustain a positive opinion, you need to generate relevant content on a quarterly basis.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

AUGUST 23, 2017

Unfortunately, simply telling target audiences and opinion leaders that your company is smart, honest, unique, innovative, creative, cutting-edge, trusted, etc. Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). never succeeds.

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

MARCH 12, 2020

Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc., expose information indirectly to a large audience. Pull-based content marketing is a shotgun approach. You’re firing at a flock of ducks, hoping you might hit a few.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

DECEMBER 30, 2013

Here are just a few reasons why it’s insane for most businesses to base their marketing strategy on any of those assumptions: Lots of Media Exposure is Worthless. The “worthless media” category can include one-off quotes or mentions in round-up stories that also reference your competitors…if you’ve gained no unique mindshare.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 13, 2015

Thought leadership – which is overused marketing jargon – is a strategy that leverages knowledge and ideas to engage target audiences. Hold off on Twitter and other social media sites. Few hedge funds have the time or social media sophistication to engage safely and consistently on Twitter, and the compliance risks are significant.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

APRIL 29, 2013

It says to target audiences, “We value our relationship, but we don’t really care enough (or know enough) to produce our own newsletter.”. Beyond keeping and growing existing clients, your primary marketing goal is to drive top-of-mind awareness with target audiences. REALITY #1: Your Firm Needs to Drive Top-of-Mind Awareness.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

JULY 12, 2012

According to a new study sponsored by Domo and CEO.com , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public. The study claims that 70% of them have absolutely no presence on social media. on Facebook, 4% on Twitter, and less than 1% on Google+. general public.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

JUNE 11, 2015

What tactics will we use to engage with and nurture our target audience(s)? And in the case of publicity, the firm likely generated the wrong type of media exposure (regardless of where it appeared), or simply hung the coverage on their website like a hunting trophy, instead of using it proactively to engage with their target audiences.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing WOM Thought Leadership 100

Marketing Craftmanship

MAY 11, 2016

If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with people in your target audiences. To accomplish that goal, share your content directly with target audiences on a quarterly basis. Create Meaningful Content. A lways.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

FEBRUARY 5, 2015

Unfortunately, telling target audiences and opinion leaders that your company is smart, honest, unique, innovative, creative, cutting-edge, trusted, etc. Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). Acid Test: Do credible media sources cover the company?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

AUGUST 31, 2011

Prior to popularization of fax machines in the 1980s, news releases were delivered by human messengers to major wire services such as AP, UPI and Dow Jones, which in turn communicated that news to their subscribing media outlets over a broadtape machine – much like a financial ticker tape, but using a much wider roll of paper.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

AUGUST 14, 2015

This has put new demands on fund marketers, who must re-think how they communicate with target audiences, if they intend to overcome short attention spans and digital amnesia. Our growing reliance on electronics has also made it less likely for people to remember anything, because their devices do it for them.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

FEBRUARY 8, 2017

In the business of keeping everyone else honest, the news media is “one of the worst sectors in keeping themselves accountable,” according to American Lawyer editor Steven Brill. Once the decision has been made to correct a misrepresentation in the media, a company should act quickly to document and state its case.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

AUGUST 14, 2015

The old adage “Out of Sight / Out of Mind” rings true in B2B communication, and don’t expect social media to address that requirement. And you’re more likely to make the short list by providing content that’s interesting and helpful to them, and not simply touting your own credentials.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

JULY 5, 2016

But to leverage pedigree as a marketing asset, you first need to understand why it’s important to your target audience, and decide what type(s) of pedigree will have the greatest influence on them. Here are three examples: Earned Media : Positive exposure in respected, bona fide media sources ( Wall Street Journal, Forbes , etc.)

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

FEBRUARY 16, 2012

eReleases competes with dozens of electronic news distribution services, all seeking to charge companies and PR agencies hefty fees to put their press releases in front of journalists, in hopes of capturing the media’s attention and coverage. Missing: Nimmi, the acrobatic dog.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)…all Your intellectual capital. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 18, 2017

In a nutshell: legacy sales management software (CRM systems), combined with the emergence of email and social media platforms, have provided marketers with new ways to reach and influence target audiences directly and indirectly. Most marketers understand the evolution of Marketing Automation technology.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

SEPTEMBER 8, 2023

This earned media exposure generates an inherent 3rd party endorsement from an objective, credible source. Shortcoming #2 : Failure to Drive (Relevant) Top-of-Mind Awareness Among Target Audiences Like other service-related businesses, law firms have no insight into when a client or prospect will require their services.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

JUNE 19, 2015

Fist-call capability” is how well your firm puts itself in a position to be noticed by target audiences, and it’s the key factor affecting your chances of making the short list. To drive consistent top-of-mind awareness with target audiences, you’ll need to do far more than simply show up all the right radar screens.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

AUGUST 7, 2011

Thanks to search engines and social media, anyone with a computer and a personal agenda can now inflict substantial, long-term damage to the reputations of institutions that may or may not be deserving of their viral sabotage. At the very least, all companies should use Google Alerts to keep track of what’s being said about them online.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

JUNE 21, 2011

Although few companies have the resources or courage to produce “old media” advertising on this scale, IBM’s Centennial insert embodies several important lessons for marketers at companies of all sizes and industries. issues of the Wall Street Journal, the New York Times and Washington Post.

Advertisements 100

Advertisements Advertising Marketing Budget Paid Search Agency 100

Marketing Craftmanship

DECEMBER 28, 2016

Instead of hoping that your prospects will be impressed by your industry awards (if they happen to visit your website), build awareness and brand equity among target audiences with content that consistently showcases your firm’s intellectual capital in a non-self-serving manner. Reason #3.5: The Award Selection System is Stacked Against You.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

APRIL 12, 2011

I often pose this question to prospective B2B clients when they ask me if I can generate exposure for their company in Forbes , Fortune , the Wall Street Journal , CNBC or some other influential media source. Media placement is “credibility tool” generation. The assumption: if Forbes has covered your company, it must be legitimate.

Merchandising 100

Merchandising Verticals Press Marketing Prospects 100

Marketing Craftmanship

JULY 5, 2013

Herb Schmertz called this “affinity-of-purpose marketing,” where audiences associate successful ventures with the companies that sponsor them. Slash and burn public relations, where all communication is shut down with a media source considered to be biased or not acting in good faith. Herb Schmertz was no reckless PR cowboy.

Public Relations 100

Public Relations Advertorials Mobile Advertising PR 100

Marketing Craftmanship

NOVEMBER 9, 2017

While financial and legal considerations will always be the primary focus, a tangible sophistication gap has long existed between workout arrangement skills, compared with what’s required to preserve a company’s goodwill among internal and external audiences during a corporate restructuring. Tailor Core Messaging for Each Audience.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100