Marketing Craftmanship
NOVEMBER 22, 2023
Client newsletters are one of the most widely used, and often abused marketing tactic for B2B firms of any size. Here are three myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. In fact, at many firms their client newsletter is a marketing albatross.
Marketing Craftmanship
MAY 13, 2020
Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction. Many have blogs featuring content that most visitors neither read nor comment on.
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Marketing Craftmanship
JUNE 11, 2015
Client Newsletter…check. Blog…check. Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. LinkedIn and Twitter Accounts…check / check. Trade Show…check. Publicity…check. But marketing strategy is not akin to packing for a trip.
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
Marketing Craftmanship
AUGUST 19, 2011
As a result, website visitors might see…a company blog with only 3 posts over the past year; no press releases issued since 2009; a “Coming Soon” graphic for the In the News section; an archive of quarterly newsletters with many issues skipped; a 2 year-old white paper that’s no longer relevant; and zero upcoming events scheduled.
Marketing Craftmanship
JULY 1, 2013
Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.
Marketing Craftmanship
FEBRUARY 6, 2016
My adult conversation with them goes like this: None of the “games” in the marketing toolkit – publicity, advertising, social media, videos, conferences, newsletters, blogging, direct mail, etc. Cry-Babies don’t understand that long-term strategy and tactical consistency are the most critical aspects of marketing success.
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