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Marketing Craftmanship

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An End to B2B Social Media Madness

Marketing Craftmanship

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. A company blog is the most effective way to leverage social media.

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Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

LinkedIn has become an important business channel, not only for individuals to showcase their professional credentials, but also for companies seeking to promote their value proposition and to establish or manage brand awareness. These brand implications are less significant on Facebook, which is not generally viewed as a business channel.).

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Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. When this situation exists, a B2B firm is not marketing; it’s simply making Tactical Soup. Put every marketing tactic under the microscope.

Tactics 100
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Do Most CEOs Lack Social Skills?

Marketing Craftmanship

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. On the major social networks, including Facebook, Twitter and Google+, the participation of Fortune 500 CEOs was minimal, with only 7.6% general public.

PR 100
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5 Ways You Can Merchandise the “Masthead Value” of Publicity

Marketing Craftmanship

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. Masthead value should drive your publicity strategy.