Marketing Craftmanship

JULY 10, 2023

To showcase their credentials, every client-facing employee should maintain a complete and up-to-date biographical profile on the company’s website and on LinkedIn. Employees who possess the firm’s intellectual capital should play an active role in generating relevant content that can keep the firm in play.

B2B Sales 130

B2B Sales Cross-Selling Work Management B2B 130

Marketing Craftmanship

JULY 8, 2019

Without an email pipeline, the marketing value of the content you create is close to zero. 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. Create Meaningful Content. Drive Top-of-Mind Awareness.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

Marketing Craftmanship

AUGUST 14, 2015

A Website that’s Worth Reading: Your website must provide visitors with a clear understanding of who you are, what you do, how you do it, why you are doing it, and who would benefit most from what you do. Your website should also: Use plainspoken, simple language. Not ramble on, or seek to dazzle readers with your brilliance.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

DECEMBER 28, 2016

Reason #2: Your Award Creates Another Content Beast that Must Be Fed. Most award winners proudly post the award icon on the home page of their website. Like all other types of content designed to position your firm’s brand, industry awards are beasts that must be constantly fed. Living in the past. Reason #3.5:

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

AUGUST 19, 2011

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition. Based on these impressions, website visitors will likely conclude one or all of the following: This company is out of business.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

DECEMBER 22, 2015

The intranet is a graveyard of dead company blogs, representing well-intentioned, half-baked and underfunded efforts to benefit from content marketing. Unfortunately, the typical blog development strategy consists of these 3 steps: The IT Department will add a new “blog” page to the website. Engages target audiences.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

JANUARY 16, 2013

Unless your firm has accomplished something truly noteworthy—like discovering your profession’s equivalent of cold fusion—then the likelihood of your clients, prospects and referral sources actually noticing the media exposure and doing something about it, such as visiting your firm’s website or requesting an introductory meeting, is probably low.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

MARCH 16, 2013

At the risk of generating a firestorm of debate from social marketing gurus armed with clicks, likes, re-tweets and other forms of meaningless ROI validation, and based on the social media casualties we’ve seen or treated first-hand, the following guidelines are suggested for small and medium-sized B2B firms: Focus on Your Website.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

FEBRUARY 13, 2015

Create a bona fide website, not a proxy. In an online world, websites are the mother ship of market transparency. If a hedge fund is unwilling to provide on its website essential information related to its capabilities and credibility, then the firm is not really serious about market communication.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

MARCH 8, 2018

Apparently, Zweig’s article hasn’t deterred Mr. Arthur from hijacking brand endorsements, as he continues to promote this service (and many others) on his LinkedIn profile and his websites, including the “ Status Factory.”. And all of these tactics overplay their hand, with respect to the public’s trust in legitimate media.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

MAY 11, 2016

Without an email pipeline, the marketing value of the content you create is close to zero. 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. Create Meaningful Content. Drive Top-of-Mind Awareness. 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

OCTOBER 14, 2014

Wittreich website case studies' I see…and I remember. I do…and I understand.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

JULY 1, 2014

There is now hard evidence that shows the number of clicks, comments, and shares are not indicative of how much time people spend engaged with the actual content. Initial inquiries and longstanding relationships are not nurtured by bombarding target audiences with aggregated content from 3 rd parties.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Website Visibility – This can be as simple as an anniversary banner at the bottom corner of the home page, or as elaborate as a corporate timeline or new “history” section that explains significant events since the company’s founding. A simple “Celebrating 25 Years” or “Since 1988” can easily be integrated into an existing logo design.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2012

Websites dedicated to employee dissatisfaction were social media pioneers; empowering workers to publicly call their manager a “5-Alarm Nut Job” without retribution, to gripe about low pay or a lousy lunchroom, and to warn others to look elsewhere for a job.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

JULY 1, 2013

Broadly, if Thought Leadership is a marketing strategy that leverages intellectual capital to engage target audiences, then there are two critical components and issues: Content — What qualifies as legitimate and effective Thought Leadership? Application — How should the content be applied to drive tangible business outcomes?

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

JUNE 11, 2015

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. Both Do-It-Yourself marketers and professional marketers alike rationalize their activity on a tactical basis (number of white paper downloads, website traffic, “Likes” and “Re-Tweets,” etc.), White Paper…check. Blog…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

JUNE 19, 2015

There’s a profoundly simple, Yogi Berra-esque message here: you first need to get into the game, if you’re hoping to win it.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

FEBRUARY 14, 2013

My disappointment grew, but my Blog demanded even more content. “I I can’t look at the company’s website anymore, because my Blog is always there, reminding me of our failed relationship. Did you create an editorial calendar to provide content focus…or made promises you could never keep? We grew further apart.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

FEBRUARY 7, 2017

– An effective website: As the mother ship of your brand, and the most important public-facing expression of your firm’s value proposition, your website needs to go beyond “what we do” and “who we are.” Bona fide thought leadership does not promote your firm, or attempt to sell its products or services.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

JUNE 5, 2016

So if your company relies exclusively on personal relationships and referrals to drive engagements or revenue growth…it is living on borrowed time, as relationships become less personal; as human referrals are replaced by online content; and as lack of online transparency is viewed in a negative light by your friends, family and referral sources.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

APRIL 16, 2015

Upgrade their websites (54.9%). Create content marketing programs (47.2%). According to the Hinge survey, the focus of most professional services firms is on the tactical aspects of marketing, reflected in their plans to: Increase the visibility of their brand (57.9%) and their experts (54.5%).

Marketing Management 100

Marketing Management Service Planning Advertising Agencies 100

Marketing Craftmanship

MARCH 20, 2012

In the Greg Smith / Goldman Sachs matter, The New York Times appears to have borrowed a page from the playbook of now defunct Jobvent.com, a website that pioneered a viral platform for anonymous employees to post their titillating rants on real and imagined injustices by their employers.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100

Marketing Craftmanship

DECEMBER 30, 2013

The goal should be to create an arsenal of effective credibility tools; not simply to generate clippings to hang like hunting trophies in the “Media” section of a website. This zero sum game is also played in social media, where scorecards of “likes” and “followers” are used as hollow substitutes for meaningful business metrics.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

AUGUST 14, 2015

Make it easy for them to understand you: All of the tools your firm uses to communicate – website, pitch deck, brochures, etc. Most importantly, your communication should be easy for them to understand, regardless of the complexity of the content.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

SEPTEMBER 8, 2023

The generation of attorneys who still consider any type of “marketing” to be unprofessional is diminishing, concurrent with the increase of “Emeritus” partners listed on law firm websites. That evolution notwithstanding, most law firms and younger practitioners remain stuck in neutral, in terms of marketing sophistication.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

AUGUST 18, 2017

. · Work from a Written Marketing Plan – Here’s the acid test: if your marketing plan is not written down, then you don’t really have a plan…because there’s no accountability. · Create Effective Public-Facing Assets – Most websites are outdated, unappealing and incompatible with mobile devices.

Marketing Automation Services 100

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

Marketing Craftmanship

MAY 22, 2017

Instead, they were straight out of the Marketing Communications 101 playbook, and included: – Thought leadership content based primarily on ideas of interest to clients; not related to the accomplishments of individuals at their firm; – Sharing the spotlight across the entire organization, involving all types of editorial and (..)

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 7, 2011

Complaint websites such as Yelp , Glassdoor and Ripoff Report – that empower actual and imaginary customers or employees to anonymously post their accurate or bogus comments online – have created new brand-related challenges and opportunities for their corporate targets. Brand Sabotage May Warrant Ninja Tactics.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

MAY 7, 2015

Not All Publicity is Created Equal: High-value media exposure puts an exclusive spotlight on your fund’s intellectual capital, underlying values or narrative, and typically allows you to control all or most of the content. But media exposure itself is never the goal; it’s only a means to an end, and must be put to work.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

FEBRUARY 5, 2015

This task of expressing your firm’s raison d’être involves far more than sticking a “Mission Statement” on its website. Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). Does bad news get communicated to your clients as quickly and openly as good news?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

FEBRUARY 5, 2013

To showcase their credentials, every account practitioner should maintain a complete and up-to-date biographical profile on the company’s website and on LinkedIn. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

FEBRUARY 16, 2012

A whacky whiteboard “eReleases Welcomes…” photo, personalized by name, sent by editorial director Heather Fuller, was embedded with this note: “We just wanted to take the opportunity to personally welcome you as a valued eReleases customer and let you know we’re not just a website in some guy’s basement.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

MARCH 11, 2015

Although it doesn’t provide a complete picture, very often you can gauge a fund’s marketing savvy by its website, which in our online world serves as the mother ship for a company’s brand. Admittedly, the SilverPepper website pushes the marketing envelope, in terms of what’s acceptable to most hedge fund compliance officers.

Practices 100

Practices Marketing Management Thought Leadership Best Practices 100

Marketing Craftmanship

MARCH 7, 2016

Hedge funds need to get with the program and start using social media because, according to Peppercomm ( …and I quote them here, verbatim ) : “Every time hedge funds shy away from the social media conversation, they throw away important thought leadership and content opportunities for themselves and for the industry.”

Social Media 100

Social Media Work Management Marketing Management Media 100