Marketing Craftmanship

JANUARY 5, 2020

Thought Leadership: Are efforts made to share / promote your firm’s intellectual capital in a helpful manner that’s not directly self-serving? ( Acid Test: Do credible media sources or research firms cover the company? Do clients identify themselves by name and company?). Are white papers just poorly disguised sales collateral?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

AUGUST 7, 2011

At the very least, all companies should use Google Alerts to keep track of what’s being said about them online. The solution is simple: swallow your pride, and ask for help from your fan base. Solicit at least one positive post every month, and don’t forget to thank those who take the time to help you.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

AUGUST 14, 2015

Even though your website will be “brochure ware” with little or no functionality, it’s important that it be properly wired into Google Analytics or clicky.com, so that you know who is visiting your site, where that traffic is coming from, what information they are looking at, and how long they are staying. Your potential to help them.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

DECEMBER 11, 2014

We live in a world where our knowledge, perceptions and culture are shaped by Google searches, Facebook posts and YouTube videos, and where technology and economic forces have created the perfect Petri dish for commercial agendas to overwhelm the volume and attention given to objective editorial interests.

Advertorials 100

Advertorials Pricing Price Brand Identity 100

Marketing Craftmanship

APRIL 17, 2011

Google, Twitter and TurboTax notwithstanding, as a knowledge worker, I take some solace in having seen that information and tools are often no substitute for experience. Two months later, the CEO engaged me again, to help his marketing director make the plan actually work. Maybe that’s why you’ve already replaced him withTurboTax.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100