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

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

JANUARY 16, 2013

LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. On its own, publication of the article was unlikely to generate any viable, near-term new business prospects. When this situation exists, a B2B firm is not marketing; it’s simply making Tactical Soup. THE PAYOFF.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

JUNE 6, 2011

Petersburg Times, and FactCheck.org , a project of the Annenburg Public Policy Center, both immediately debunked the veracity of Palin’s death panel claim…in the month following her Facebook post, the top 50 newspapers in the country published more than 700 articles about the claim, while the nightly network news ran about 20 stories on the topic.

Business 100

Business Case Studies Curation Validation 100

Marketing Craftmanship

FEBRUARY 13, 2015

Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals. Facebook is simply not an appropriate channel for hedge funds, and posting comments on independent blogs or online publications will not yield meaningful results.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals. Facebook is not an appropriate channel for hedge funds, and posting comments on independent blogs or online publications will not yield meaningful results.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

FEBRUARY 16, 2013

Extreme examples of this error include companies that issue a press release, or generate Twitter and Facebook postings to announce, for example, that their CEO has been profiled in Inc. The fruits of their labors will be self-evident in tangible business metrics, ranging from lead generation to high search engine page rankings.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100