Marketing Craftmanship

article thumbnail

An End to B2B Social Media Madness

Marketing Craftmanship

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. As if CMOs needed another cause for termination.

article thumbnail

3 Ways Social Media Will Fail Marketers

Marketing Craftmanship

Social media will not increase word of mouth influence. 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.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Glassdoor.com: Social Media Tool or PR Nightmare?

Marketing Craftmanship

Websites dedicated to employee dissatisfaction were social media pioneers; empowering workers to publicly call their manager a “5-Alarm Nut Job” without retribution, to gripe about low pay or a lousy lunchroom, and to warn others to look elsewhere for a job.

PR 100
article thumbnail

Why Most B2B Firm PR Strategies Fail to Deliver Tangible Results

Marketing Craftmanship

Most B2B firms don’t understand that the strategic purpose of earned media is to generate a “credibility tool” that should be used to engage with target audiences and shorten the sales cycle. If your firm would like to learn how to improve the return on its PR investment, let us know how we can help.

PR 130
article thumbnail

Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

Despite all the buzz regarding social media, that channel also falls short in terms of engagement, as most blog posts go unread. A fundamental marketing objective is to engage clients and prospects in a conversation regarding their specific needs and opportunities.

article thumbnail

Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

A significant number of companies also maintain a presence on social media platforms and publish posts for a relatively small group of followers, many of whom are not their target audience. You then promote the event through blast emails and social media and throw any attendee leads over to the sales team for follow-up.

article thumbnail

How To Make Marketing An Invaluable Function

Marketing Craftmanship

Their compensation and tenure are often based on fuzzy or subjective factors, including the ability to generate earned media, maintain an effective website, produce relevant content for social media or score highly in brand awareness or customer satisfaction surveys.