Marketing Craftmanship

JANUARY 8, 2021

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.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

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. Not ramble on, or seek to dazzle readers with your brilliance.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

APRIL 8, 2011

Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. For many firms, “build it once & fill it with stuff” is considered effective website management. Of course not…they now trick people using email.)

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 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 8, 2018

Apparently, Zweig’s article hasn’t deterred Mr. Arthur from hijacking brand endorsements, as he continues to promote this service (and many others) on his LinkedIn profile and his websites, including the “ Status Factory.”.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

FEBRUARY 13, 2015

Create a bona fide website, not a proxy. In an online world, websites are the mother ship of market transparency. If a hedge fund is unwilling to provide on its website essential information related to its capabilities and credibility, then the firm is not really serious about market communication.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 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

Marketing Craftmanship

DECEMBER 28, 2016

Most award winners proudly post the award icon on the home page of their website. Because most award competitions are annual (and recurring sources of revenue for the sponsoring organizations), they have a very limited shelf life, in terms of your firm’s ability to promote the recognition. Living in the past. Reason #3.5:

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

OCTOBER 14, 2014

Wittreich website case studies'

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

JUNE 11, 2015

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. Both Do-It-Yourself marketers and professional marketers alike rationalize their activity on a tactical basis (number of white paper downloads, website traffic, “Likes” and “Re-Tweets,” etc.), White Paper…check. Blog…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

JANUARY 5, 2012

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

PR Social Media Tools Media 100

Marketing Craftmanship

JULY 8, 2019

If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with your target audiences. Direct and easy access to your company’s clients, prospects, referral sources and opinion leaders is essential. Create Meaningful Content.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

Marketing Craftmanship

DECEMBER 22, 2015

Unfortunately, the typical blog development strategy consists of these 3 steps: The IT Department will add a new “blog” page to the website. Three months later, the Marketing Department grows tired of hounding would-be content contributors, and management is not seeing the expected increase in lead generation or even website traffic.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

FEBRUARY 7, 2017

– An effective website: As the mother ship of your brand, and the most important public-facing expression of your firm’s value proposition, your website needs to go beyond “what we do” and “who we are.”

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

MARCH 12, 2020

Go far beyond their website, and review all the public-facing information available, as well as the company’s competitive landscape. Here are a few of the logistics involved in using unsolicited pitch letters: • The process begins with research. Identify a pain point, opportunity or both.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

JUNE 19, 2015

What’s surprising in our current B2B world – where at least 70% of the short list selection process in made online, in advance of any direct contact – is that so many B2B firms have ineffective or outdated websites; provide no catalysts to drive traffic to their website; generate no content to validate their intellectual capital; and fail to properly (..)

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Website Visibility – This can be as simple as an anniversary banner at the bottom corner of the home page, or as elaborate as a corporate timeline or new “history” section that explains significant events since the company’s founding. A simple “Celebrating 25 Years” or “Since 1988” can easily be integrated into an existing logo design.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

JUNE 7, 2011

In a discussion on WNYC regarding the economic impact of restaurant reviews, Reuters finance blogger Felix Salmon claimed there is research to support the counterintuitive notion that the most important aspects of online customer reviews on Yelp.com and other community opinion websites have less to do with whether the reviewer pans or praises the restaurant, (..)

Ethics 100

Ethics Opinions Blogger Marketing Proposals 100

Marketing Craftmanship

MAY 11, 2016

If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with people in your target audiences. Direct and easy access to your company’s clients, prospects, referral sources and opinion leaders is essential. Create Meaningful Content.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

APRIL 16, 2015

Upgrade their websites (54.9%). According to the Hinge survey, the focus of most professional services firms is on the tactical aspects of marketing, reflected in their plans to: Increase the visibility of their brand (57.9%) and their experts (54.5%). Make clients more aware of services (53.5%). Create content marketing programs (47.2%).

Marketing Management 100

Marketing Management Service Planning Advertising Agencies 100

Marketing Craftmanship

FEBRUARY 16, 2012

A whacky whiteboard “eReleases Welcomes…” photo, personalized by name, sent by editorial director Heather Fuller, was embedded with this note: “We just wanted to take the opportunity to personally welcome you as a valued eReleases customer and let you know we’re not just a website in some guy’s basement.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

JULY 1, 2014

If you’ve created high quality content, ensure that it earns an adequate marketing ROI by consistently putting it in front of the right people; don’t expect them to find your content by themselves on your company website or blog, on LinkedIn or through Twitter.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

MARCH 20, 2012

In the Greg Smith / Goldman Sachs matter, The New York Times appears to have borrowed a page from the playbook of now defunct Jobvent.com, a website that pioneered a viral platform for anonymous employees to post their titillating rants on real and imagined injustices by their employers.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100

Marketing Craftmanship

MAY 7, 2015

Put Your Media Exposure to Work: Too often, media placements are passively hung on a website or a LinkedIn profile like a hunting trophy. Only at that point are you prepared to solicit specific media opportunities that have the potential to drive measurable business outcomes.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

DECEMBER 30, 2013

The goal should be to create an arsenal of effective credibility tools; not simply to generate clippings to hang like hunting trophies in the “Media” section of a website. This zero sum game is also played in social media, where scorecards of “likes” and “followers” are used as hollow substitutes for meaningful business metrics.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 5, 2015

This task of expressing your firm’s raison d’être involves far more than sticking a “Mission Statement” on its website. Prospective clients not only want to know what makes your firm unique; before they put you on their short list for consideration, they also want assurance that your company is a “safe choice.”

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

AUGUST 14, 2015

Make it easy for them to understand you: All of the tools your firm uses to communicate – website, pitch deck, brochures, etc. To hold their attention, your information must also address issues, challenges and opportunities that are important to them…which is unlikely to include your firm’s AUM growth.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

FEBRUARY 14, 2013

I can’t look at the company’s website anymore, because my Blog is always there, reminding me of our failed relationship. Weeks, and sometimes months, passed between posts. Now, my blog and I are the office joke. Blog visitors wonder if my company has a pulse. My Blog has become a brand liability. Does my Blog deserve a second chance?

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

SEPTEMBER 8, 2023

The generation of attorneys who still consider any type of “marketing” to be unprofessional is diminishing, concurrent with the increase of “Emeritus” partners listed on law firm websites. That evolution notwithstanding, most law firms and younger practitioners remain stuck in neutral, in terms of marketing sophistication.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

AUGUST 7, 2011

Complaint websites such as Yelp , Glassdoor and Ripoff Report – that empower actual and imaginary customers or employees to anonymously post their accurate or bogus comments online – have created new brand-related challenges and opportunities for their corporate targets. Brand Sabotage May Warrant Ninja Tactics.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

MAY 22, 2017

Many notable eponymous firms have succeeded in brand transition: McKinsey, Ernst & Young, Skadden Arps, Korn Ferry, etc.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 18, 2017

. · Work from a Written Marketing Plan – Here’s the acid test: if your marketing plan is not written down, then you don’t really have a plan…because there’s no accountability. · Create Effective Public-Facing Assets – Most websites are outdated, unappealing and incompatible with mobile devices.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

JULY 5, 2016

In addition to driving top-of-mind awareness each quarter, when archived on your website, these interviews will serve to validate your pedigree. Take advantage of non-performing, highly credentialed competitors.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 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

NOVEMBER 29, 2013

An online “complaint box” for journalists to identify abuse, combined with a “Wall of Shame” to call out repeat offenders – both featured on the PRSA website – might be an effective first step in changing industry behavior. Any other ideas?

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

OCTOBER 26, 2011

.” The filing—the first ever seeking to apply the 13th Amendment to animals—names the five orcas as plaintiffs and also seeks their release to natural habitats or seaside sanctuaries.

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100