Marketing Craftmanship

NOVEMBER 9, 2018

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

OCTOBER 9, 2016

So rather than badgering and shaming the “No Marketing Plan” companies, we should help them focus exclusively on the critical components of marketing that will help them succeed. To justify its existence as a corporate function, marketing must help produce tangible business outcomes. Marketing is not a religion.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

OCTOBER 22, 2019

It should include viewpoints and guidance that’s not self-serving, and helps your clients to succeed. Ideally, you’ll also be in a position to help them avoid, adjust to or benefit from the information you provide. For scheduled contact, consistency also matters. Either commit to calendared client outreach, or don’t start a program.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

JANUARY 5, 2020

Thought Leadership: Are efforts made to share / promote your firm’s intellectual capital in a helpful manner that’s not directly self-serving? ( Acid Test: Do credible media sources or research firms cover the company? Do clients identify themselves by name and company?). Are white papers just poorly disguised sales collateral?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

DECEMBER 22, 2015

It was a double whammy that left me wondering why I bothered to help. If your appreciation is appropriate, genuine and frequently expressed, then people at every level of the corporate ladder – from the kid in the mail room, to the bigwig in the corner office – will be much more likely to view you as someone they want to help in the future.

Course 100

Course Network Marketing Personalization Positioning 100

Marketing Craftmanship

OCTOBER 14, 2014

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates — on an immediate, first-hand basis — the seller’s understanding of the situation; and (3) validates the seller’s ability to help the potential buyer.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

MARCH 7, 2016

For disaster to strike, all it takes is a summer college intern, who wants to be helpful by posting or tweeting an item or comment that hasn’t been cleared, or that gets garbled while he’s also texting a friend to meet him for lunch. Until then, marketers need to back off hedge funds with respect to social media.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

APRIL 2, 2016

During that period of my life – which included some significant disruption and personal turmoil – Frank was always there for me, with his big smile, happy otter tail and horrible breath – to help put my problems into perspective. Because they don’t ask us for help with math homework. Dogs are children that never grow up.

Demand 100

Demand Communities Tips Spending 100

Marketing Craftmanship

AUGUST 14, 2015

The tenacity of Nan Britton and her family helped to prove that America’s 29th president fathered more than the Teapot Dome corruption scandal. After nearly a century of fighting for the legitimacy of her “love child” daughter, the long-time mistress of President Warren G. Harding, was recently vindicated by new DNA testing.

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

APRIL 4, 2017

I had long wanted to play the bagpipes, and in a heartbeat decided that bringing home an authentic set of Scottish bagpipes might help to cross that item off my bucket list. I’ve always wanted to learn to play the bagpipes, and was hoping you might be able to help me. So good day.”.

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 100

Marketing Craftmanship

DECEMBER 28, 2016

But the easiest tactics, like award recognitions, are not always the most effective or enduring ways to help your business grow. Think of industry awards as a car radio: they make noise, and can be nice to have…but it doesn’t help you reach your destination.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

MARCH 8, 2018

There are certainly many PR firms that help clients to generate earned media coverage based on bona fide thought leadership and subject matter expertise. All of these tactics are intended to suggest that the client is a safe choice, simply because they’ve been mentioned in a respected media source.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

FEBRUARY 26, 2013

Most importantly, he lives the concept of service to others, a cornerstone of the Scout Oath,“…to help other people at all times.”. I knew how scared he was and I had to face the fact that we weren’t going to be able to get help, and that it was up to me to get us to safety.”. He knew how to approach and assist a drowning person.

Training 100

Training Validation Opinions Act-On 100

Marketing Craftmanship

FEBRUARY 6, 2016

White papers and editorial content are poorly disguised sales pitches, and offer no helpful information or insights. Cry-Babies don’t appreciate that clients and prospects are most interested in how you can help with their particular problem or opportunity. It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

MARCH 27, 2013

Unfortunately, what began as a legitimate and sometimes helpful marketing tactic has morphed into poorly disguised sales promotion, packaged in a plain vanilla wrapper. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

AUGUST 31, 2018

Content based on intellectual capital, showcasing insight, experience and opinion, and providing helpful ideas or guidance, will be read and remembered. Canned newsletters, boring white papers or news items announcing the firm’s new senior partner or service offering do not drive interest or top-of-mind awareness.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

AUGUST 23, 2017

Thought Leadership: Are efforts made to share / promote your firm’s intellectual capital in a helpful manner that’s not directly self-serving? ( Acid Test: Do credible media sources cover the company? Do clients identify themselves by name and company?). Acid Test: Do other opinion leaders reference your company’s ideas or contributions?

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

MARCH 21, 2014

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

NOVEMBER 9, 2017

Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. If a company lacks channel-specific expertise in social media, engaging outside help is essential. Why Brand Equity Matters. A brand is the promise a company makes to its customers.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

AUGUST 14, 2015

A Device that Helps People Remember You: The key marketing goal for most service-related businesses is top-of-mind awareness, which means getting people to remember you, and to reach out to you when they’re ready to buy whatever you’re selling. Your potential to help them. Your intellectual capital. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JULY 19, 2013

When life gives you lemons…make lemonade” is a cliché, but its underlying lesson helps to maintain one’s sanity in a world we often can’t control. Doc Martin is a dauntless spirit whose determination was shaped by a mother who did not want him and a father who had no time for him. Set Clear Expectations. Find an Meaningful Outlet.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

APRIL 29, 2013

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 1, 2015

It should include viewpoints and guidance that’s not self-serving, and helps your clients to succeed. Ideally, you’ll also be in a position to help them avoid, adjust to or benefit from the information you provide. For scheduled contact, consistency also matters.

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

NOVEMBER 5, 2012

Elmer was there simply to talk to people, to put their situation into perspective, to offer support and to provide helpful information if he could. Because Elmer reminded me that there are plenty of people who do care about others, and who are willing to be uncomfortable in order to help them.

Cable 100

Cable Marketing Management Statistics Distribution 100

Marketing Craftmanship

APRIL 17, 2011

Two months later, the CEO engaged me again, to help his marketing director make the plan actually work. So keep your former CPA’s phone number, because your TurboTax customer service rep will not be helpful at a tax audit with the IRS.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100

Marketing Craftmanship

NOVEMBER 12, 2015

Engage Freelance Talent: There are plenty of freelance practitioners with deep credentials in your target industry who are willing to lend their credibility and expertise to help make a sale, if they stand to benefit from the transaction. This is also a way to test the business potential of a new industry vertical without hiring an employee.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

FEBRUARY 5, 2013

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

DECEMBER 11, 2014

Their reward is not to help fulfill the social compact embodied in the notion of “We, the people,” but to manufacture news and information as profitable consumer commodities.” Read Bill Moyers “ Is the Fourth Estate a Fifth Column?

Advertorials 100

Advertorials Pricing Price Brand Identity 100

Marketing Craftmanship

FEBRUARY 16, 2017

Possessing a list of conference attendees, either before or after the conference, is helpful, but of lesser importance. For starters, you need access to a robust, accurate database of your clients, prospects and referral sources.

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

MAY 23, 2011

And the McDonald’s clown is namesake of a charitable organization that helps kids who have cancer. Fat kids don’t drive themselves to McDonald’s; their fat parents do. If you want to influence corporate policy, get a seat on the company’s Board of Directors.

Public Relations 100

Public Relations PR Intent Organic Leads 100

Marketing Craftmanship

MARCH 24, 2011

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates – on an immediate, first-hand basis — the seller’s understanding of that situation; and (3) validates the seller’s ability to help the potential buyer.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

JUNE 5, 2016

A consistent online presence helps to drive top-of-mind awareness that keeps you high on their list. Here’s why it makes sense to nurture your personal and business relationships through an online presence: Referral sources have many choices. Referral sources want to refer “safe choices.”

Validation 100

Validation Ideal Customer Profiles Thought Leadership Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 5, 2015

Leadership: Are efforts made to share / promote your firm’s intellectual capital in a helpful manner that’s not directly self-serving? ( Acid Test: Do credible media sources cover the company? Do clients identify themselves by name and company?). Acid Test: Do other opinion leaders reference your firm’s ideas or contributions?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

AUGUST 14, 2015

Here are three simple ways to help you achieve that distinction: 1. If the bad news for fund marketers is that it’s more difficult than ever to gain and maintain the attention of investors, then here’s the good news: most of your competitors are doing of lousy job addressing those tasks.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

AUGUST 14, 2015

And you’re more likely to make the short list by providing content that’s interesting and helpful to them, and not simply touting your own credentials. Distribution Capability: This need not be an expensive or complicated CRM system.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 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. Does my Blog deserve a second chance? Or should I simply move on? Yours Truly, Blog Gone Wrong. Dear Blog Gone Wrong , Lots of companies fall out of love with their Blogs.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

AUGUST 7, 2011

The solution is simple: swallow your pride, and ask for help from your fan base. Solicit at least one positive post every month, and don’t forget to thank those who take the time to help you.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100