Marketing Craftmanship

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The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. 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.

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The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

Attention, engagement and business relationships are driven by quality content: Beyond whatever products or services they sell, all B2B companies must establish credibility and trust with clients, prospects and referral sources.

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Why Your Company’s Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

Create a simple editorial plan that identifies key blog topics related to your firm’s value proposition (why people should hire you), and integrate those topics into a content production calendar to ensure that you cover those topics over 6 months or a year. You don’t blog consistently.

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An End to B2B Social Media Madness

Marketing Craftmanship

Forget Facebook, Twitter and Google+. In terms of demographics, it’s telling that Twitter’s top 3 profiles belong to Justin Bieber, Lady GaGa and Katy Perry, but if your B2B firm needs quantitative evidence to support dropping these social media platforms, here is some recent research from Pew Research Center : Use YouTube Selectively.

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3 Ways Social Media Will Fail Marketers

Marketing Craftmanship

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.

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Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

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, as a profession and a function, will simply cease to exist.

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Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

Your media exposure must shine a light on your company’s value proposition (addressing why people should buy your products or services) in order for that publicity to serve as an effective credibility tool. More bluntly, if your publicity doesn’t make your firm’s sales collateral more believable, it’s a wasted effort.