Marketing Craftmanship

MAY 13, 2020

With the exception of sophisticated e-commerce businesses, I’ve noticed that most companies maintain a “brochureware” website that’s rarely refreshed. Very few companies seem to monitor website analytics, and even fewer understand the complex world of SEO.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

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. Take advantage of Search Engine Optimization (SEO) tactics.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 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

FEBRUARY 14, 2013

It would drive SEO. I can’t look at the company’s website anymore, because my Blog is always there, reminding me of our failed relationship. 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. My sad story: It was love at first sight.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

JULY 1, 2013

How will we apply our Thought Leadership content (other than dropping it on our website) to achieve those measurable outcomes? Creating any Thought Leadership content before fully addressing these two questions is akin to building a large sailboat in your basement.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 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