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. Marketers are best served by focusing on improvement of their SEO capabilities.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

JANUARY 16, 2013

Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. When this situation exists, a B2B firm is not marketing; it’s simply making Tactical Soup. Put every marketing tactic under the microscope.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

AUGUST 29, 2017

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. A blog’s marketing function is to drive top-of-mind awareness with your clients, prospects and referral sources.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

JULY 12, 2012

On the major social networks, including Facebook, Twitter and Google+, the participation of Fortune 500 CEOs was minimal, with only 7.6% on Facebook, 4% on Twitter, and less than 1% on Google+. population uses Facebook and 34% uses Twitter. The study claims that 70% of them have absolutely no presence on social media.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

MARCH 8, 2018

Wall Street Journal columnist Jason Zweig recently called out “marketing services specialist” Clint Arthur for selling speaking opportunities at the Harvard Faculty Club and the West Point Club, as a means for his paying clients to leverage the credibility associated with those two respected institutions.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

MARCH 16, 2013

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. Forget Facebook, Twitter and Google+. It’s a brand liability.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

FEBRUARY 24, 2016

You can gain reliable insight into the current state of law firm blogging from two recent market research studies: According to the ABA’s Legal Technology Report, less than 1/3 of all law firms have a blog, and most of those are large firms. And nearly 1/3 of CLOs do not read blogs at all. You don’t provide an interesting point of view.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

MAY 7, 2015

If your publicity doesn’t make your fund’s marketing materials more believable, then the tactic will never have a connection to asset growth. Or use Twitter to promote your article’s link, by Tweeting (more than once) a provocative observation or quote from the piece to generate interest.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

FEBRUARY 14, 2013

Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. It would complete my marketing. You might be better suited for a relationship with a Twitter account. The Marketing Guy. Can This Blog Affair Be Saved? It would drive SEO.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

AUGUST 31, 2011

Flacks began using the press release as a marketing and propaganda tool, and this was a bad thing. 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 28, 2011

A hard-nosed news reporter who covered the news until the day he died, Schorr posted his first message on Twitter in February 2009. In fact, there’s a neat video of Schorr’s introduction to Twitter on the NPR website. (Chain-smoker Morrow died at age 57.)

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Slice and dice for additional ROI.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 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

Marketing Craftmanship

NOVEMBER 9, 2017

Simply put, marketing is what a company does to promote its brand. Marketing academics and practitioners promote plenty of convoluted definitions of brand equity. For the sake of this discussion, brand equity is best defined as the sum total of market perceptions, customer loyalty and employee engagement.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 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.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100