Marketing Craftmanship

MARCH 16, 2013

Blog Correctly, or Don’t Have One. A company blog is the most effective way to leverage social media. If you already have a blog and you’re not meeting those goals, then shut the blog down. Forget Facebook, Twitter and Google+. LinkedIn is 3x more effective for demand generation than either Facebook or Twitter.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

APRIL 21, 2011

Co-sponsored by the Financial Times and Doremus, this survey of more than 500 senior-level business executives suggests that if you’re attempting to reach corporate decision-makers, you may want to want to re-consider Twitter as a marketing tactic. Fewer than 10% use Twitter at work, and only about 20% use Twitter at home. .

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

FEBRUARY 13, 2015

Hold off on Twitter and other social media sites. Twitter can be a great information source, and most hedge funds should use it exclusively for that purpose: to listen rather than to speak. Manage press exposure selectively. Beneficial media exposure can provide valuable brand credibility.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JULY 4, 2011

Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

MARCH 28, 2011

And that’s pretty much where my research, as well as my enthusiasm for blogging on the topic ended. Apparently, the demise of journalistic craftsmanship is a protracted affair, and something we shouldn’t fret over, or waste too many blog pixels writing about. But there was an upside to exploration of the topic. My Edward R.

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

JUNE 11, 2015

LinkedIn and Twitter Accounts…check / check. Blog…check. Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. Client Newsletter…check. Trade Show…check. Publicity…check. But marketing strategy is not akin to packing for a trip.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. THE PAYOFF.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

JANUARY 10, 2015

Very few funds have Twitter accounts. Hold off on Twitter and other social media sites. Twitter can be a great information source, and most hedge funds should use it exclusively for that purpose: to listen rather than to speak. Manage press exposure selectively. Beneficial media exposure can provide valuable brand credibility.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

AUGUST 31, 2011

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

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

MARCH 16, 2012

On that basis, certain types of publicity – such as an exclusive company profile written by a “friendly” journalist; one-on-one interviews on relevant topics; bylined articles, blog posts or OpEd pieces that you’ve authored – are far more valuable than simply being mentioned or quoted in a news or feature story. Plan media solicitations last.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

NOVEMBER 9, 2017

Anyone with Facebook, a Twitter account or a blog — including employees, customers, competitors, short sellers or dedicated troublemakers — can erode (or bolster) brand perceptions. A company’s senior management and traditional media sources no longer have exclusive or primary control over brand equity.

Branding 100

Branding Brand Identity Urgency Marketing Enterprise Management 100