Marketing Craftmanship

APRIL 21, 2011

Co-sponsored by the Financial Times and Doremus, this survey of more than 500 senior-level business executives suggests that if you’re attempting to reach corporate decision-makers, you may want to want to re-consider Twitter as a marketing tactic. Fewer than 10% use Twitter at work, and only about 20% use Twitter at home. .

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

FEBRUARY 13, 2015

Any firm that operates without a formal plan (which should be simple, and not take months to create), eventually becomes a victim of “trust me it’s working” marketing. Hold off on Twitter and other social media sites. No plan = lots of wheel-spinning + no tangible business outcomes. Create a bona fide website, not a proxy.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

AUGUST 29, 2017

Posting it on Twitter makes sense only if you (or your firm) have a reasonable number of Twitter followers. In most cases, this means working smarter, and not necessarily harder, on your company’s blog. If it’s done correctly, your blog can and will deliver a meaningful marketing ROI.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

MAY 7, 2015

But to generate publicity that has inherent business value, you need to work backwards: first define what specific behavior or opinion you’re attempting to influence, and then determine what type(s) of media exposure will accomplish your goal. But media exposure itself is never the goal; it’s only a means to an end, and must be put to work.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

FEBRUARY 24, 2016

Posting it on Twitter also makes sense if you (or your firm) have a reasonable number of Twitter followers. In most cases, this means working smarter, and not necessarily harder, on your law firm blog. You don’t drive traffic to your blog. So if it’s done correctly, your blog can and will deliver a meaningful marketing ROI.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

JANUARY 10, 2015

Very few funds have Twitter accounts. Any firm that operates without a formal plan (which should be simple, and not require a lengthy process to create), eventually becomes a victim of “trust me it’s working” marketing. Hold off on Twitter and other social media sites. Create a bona fide website, not a proxy.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

MARCH 16, 2012

As a marketing-savvy company, you must work backwards…by first defining what specific behavior or opinion you’re attempting to influence, and then by determining how you’ll apply media exposure to accomplish that goal. Too often, publicity with or without merchandising potential is simply hung on a company’s website like a hunting trophy.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100