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

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 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

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. Leverage your firm’s intellectual capital.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 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 Ideal Customer Profiles Thought Leadership 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 WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

DECEMBER 30, 2013

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. It can include appearances on network and cable TV…if the topics have a short shelf-life, or are unlikely to be of interest to target audiences.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

MARCH 8, 2018

Social media postings on LinkedIn, Twitter and Facebook referencing the publicity; A permanent “As seen in (name of media source)” banner on the home page of the client’s website; Surgical removal of the client’s quote from the story, coupled with the publication’s logo, hung like a hunting trophy in the client website’s News section.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 31, 2011

Because press releases are now considered sales collateral by their target audiences, “media relations” for all companies will be managed by the marketing department. Twitter, blogs and other social media-based “pull” tools may eventually replace the press release.

Public Relations 100

Public Relations Press PR Content 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

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

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

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. This service is free, but does not provide a comprehensive view of everything that’s being said.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 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.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

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

SEPTEMBER 8, 2023

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. Those largely self-promotional items are more appropriately communicated on social media.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

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.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 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

A respected trade or professional publication in a particular industry may have greater masthead value – in terms of its influence with a particular audience – than high value publications such as the Wall Street Journal or New York Times. Masthead value can be relative.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100