WebMarketCentral

How Trade Publications Can Capitalize on Content Marketing and Social Media

WebMarketCentral

Expecting a vendor to objectively rate its products against those of competitors is like asking a mom to honestly evaluate her kid's artwork against the rest of the class. Last week I asked the question: will content marketing kill trade publications ?

4 Ways to be a Better B2B Twitterer

WebMarketCentral

This can range from guidance and techniques (such as the posts from Reid and Mark above) to news about innovative products or services. When tweeting about your own product or service, the key is (as with marketing in general, though even more so in social media) to focus on the benefits.

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Trending Sources

The ROI of Website Redesigns per Forrester

WebMarketCentral

Use high-production value assets such as Flash and online video sparingly. Forrester Research makes a collection of its past webcasts on various online marketing topics freely available (registration required). I recently checked out one of their presentations from about a year ago titled "The ROI of Web Site Redesigns Made Simple" by Harley Manning and Jeffrey North.

SEO for Product Pages

WebMarketCentral

Sometimes that is what you're doing, but often writing for the web—and SEO—involves less glamorous pages like product or service descriptions. So how do you add life, and SEO value, to a product page? 3) Write detailed product descriptions , again incorporating keywords.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

7 Reasons Every Business Needs to Twitter

WebMarketCentral

This is a great potential source of new product/service enhancement ideas as well as topics for blog posts, white papers or other content. To Become a Resource Prospects don't care about your products or services—they care about solving their problems.

Best of 2009 (So Far): Social Media Marketing, Part 4

WebMarketCentral

Traditional ROI measures fail to take into account the search value of social media engagement, as well as the value of the customer service and product enhancements that social listening and interaction can provide.

Best of 2009 (So Far): Social Media Marketing, Part 3

WebMarketCentral

While most marketers have now embraced social media for monitoring and participating in brand conversations, questions still abound. Sure, online video is hot, but how you optimize video assets? How are b2b buyers actually using social media in their research and buying decisions?

Social Media, Cell Phones and Online Shopping: Is Big Brother Us?

WebMarketCentral

If you feel compelled to report a bad experience with a company or product, make the criticism fair, accurate and factual. Is Big Brother watching you?

Best of 2009 (So Far): Cool Web Tools, Part 1

WebMarketCentral

Low-cost video production? Looking for a slick tool to easily build branded widgets? How about a social media browser that integrates social search and sharing across multiple sites? Maybe a cool application for online project management?

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5 Painfully Common SEO Mistakes to Avoid

WebMarketCentral

Products," "Services," "Technology" etc.). If your product is precision machining doohickies, then that's what your "Products" button should say. Someone will say, "Our product isn't technically a thingamajib, it's actually a whatchamacall it."

Will Content Marketing Kill Trade Publications?

WebMarketCentral

Content producers now have many more options, including their own company websites, product or service microsites, blogs, article sites like Ezine Articles , Hub Pages and Google Knol , and other venues. Content marketing is all the rage.

A Unique Approach to Integrated Advertising Campaigns: Nabbit

WebMarketCentral

I am sure you can remember a time when you heard an ad for a product or a service that you wanted to act on but couldn’t because it wasn’t convenient. WMC: Nabbit Ads seems like a pretty unique product. Great companies with good products; however, they are very one-dimensional.

Marketing Automation: Bringing a Gun to a Knife Fight

WebMarketCentral

The key role of sales is to provide that last 5% needed to reach a buying decision: the company's differentiating value , or what pain the prospect will experience if they don't buy the right product or service.

Best of 2009 (So Far): AdWords Tips and Tactics, Part 1

WebMarketCentral

What common mistakes made by AdWords marketers should you avoid in order to optimize your results? What are some AdWords myths you shouldn't believe? How is the AdWords quality score calculated, and what can you do to improve scores in your campaigns?

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Looking Back at 400: Top 10 Posts

WebMarketCentral

As I recently passed 400 posts on this blog, here is a look back at the 10 most popular items here of all time. The list has changed considerably since the last look back after 300 posts. #10:

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SEM: How (And Why) To Keep Your Google Content Network Campaigns Clean

WebMarketCentral

The click-through rate is typically lower (as it is for display ads in general, as prospects see your ads while reading content rather than specifically searching for your product or service), but conversion rates are generally similar.

How (and Why) to Do Lead Nurturing Right

WebMarketCentral

It also sets you apart and builds credibility on the front-end of the buying cycle, making efforts from SEO to banner advertising and AdWords more effective and productive.

Book Review: Blogger -- Beyond the Basics

WebMarketCentral

If you write a blog on Google’s Blogger platform—or have any plans to—you need to pick up a copy of Blogger: Beyond the Basics: Customize and promote your blog with original templates, analytics, advertising, and SEO (From Technologies to Solutions) by Lee Jordan.

Search Engine Marketing Benchmarks: Latest Research from Marketing Sherpa

WebMarketCentral

By embracing conversion metrics other than the immediate sale of a product, PPC search marketing is able to maintain the accountability and results-driven approach that makes it so effective, yet avoid the strategic identity crisis that online banner advertising is still going through."

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Best of 2008: Social Media Optimization, Part 3

WebMarketCentral

Steve details helpful tools and techniques for monitoring buzz, sharing information, promoting your product or service (carefully), and using Twitter as a platform for conversations—not monologues. How can you make more efficient use of social media?

Best of 2008: Strategy and Branding, Part 1

WebMarketCentral

What do sales people need from marketing when launching a new product? How to run marketing like a profit center by iMedia Connection Is your marketing department more focused on "firefighting" than executing productive strategies?

SEO and PPC - 7 Reasons Companies Need Both

WebMarketCentral

While the landing page should of course be relevant for all the keywords used in ad group that points to it, and keywords should be grouped carefully, a productive campaign can still have 30 or more keywords pointing to a single landing page.

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Best of 2008: Random but Interesting, Part 1

WebMarketCentral

a month;" and my favorite: "If you're spending $250,000 to build your product and get it to market, don't tell me you can't spend $15,000 to give it a decent web site, unless you want to watch my eyes bug out like I've been suddenly depressurized." Looking for the best career search websites?

3 More Tips for Optimizing SEM Campaigns

WebMarketCentral

Well, for example, I manage one campaign for a client with a niche product sold in a limited geographic area. Simply burning the money would be less time-consuming and almost as productive. a product trial, podcast, video, white paper download or webinar registration).

B2C Versus B2B – Is There Really Any Difference?

WebMarketCentral

Perceived risk is generally higher for B2B buyers In business to business (B2B) marketing, a purchase of professional services may impact the company’s customer service, productivity, operations, legal issues, reputation, sales, and/or the bottom line.

Best of 2008: Social Media Optimization, Part 2

WebMarketCentral

In another helpful guest post on the topic of business video, Kate Morris offers tactics for "produce quality videos that spread," such as producing content that is relevant to your product or service and using a broad variety of media (not just online) to promote your content.

Best of 2008: SEO Guidance, Part 3

WebMarketCentral

How can PR and SEO work together more productively? SEO on a shoestring by iMedia Connection Noting that " more than 70 percent of internet users start off with a search engine before they buy a product or service," Claudia Bruemmer covers an impressive amount of ground in this article.

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Best of 2008: Interactive PR, Part 2

WebMarketCentral

What are some of the best tools for implementing PR 2.0? How do PR, SEO and social media work together to build name recognition and credibility for a company? What are the best (and worst) practices in interactive PR?

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Social Media Relations vs. Traditional PR Skills

WebMarketCentral

The emergence of social media has dramatically changed the role of public relations. While traditional journalists still have significant authority, influence is now more diffused among writers, analysts, bloggers, customers, and other internal and external subject matter experts.

Best of 2008: Blogging for Business, Part 1

WebMarketCentral

The prolific guest-blogger also contributed 10 Innovative Blog Business Models —a post detailing 10 methods beyond the obvious (AdWords) to monetize a blog, such as selling educational courses, eBooks, premium content, consulting services (hmm, that sounds familiar) and digital products.

Social Media - Expertise Without Experience?

WebMarketCentral

No outside expert will ever be able to carry on in-depth conversations about your industry or products the way your own subject matter expert employees can. In most areas of life, experience with a particular field of endeavor is considered a vital component of expertise.

Diving into Social Media Marketing? How a Social Media Consultant Can Help

WebMarketCentral

Content production—content in the form of blog posts, white papers, reports, video, presentations, podcasts and images is a major component of social media marketing.

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

With more than 200 new features, the release is the most significant since the product's initial launch in early 2008. Marketo competes with products such as Eloqua , Silverpop Engage B2B (formerly Vtrenz), Marketbright and Manticore in the marketing automation / demand generation space.

Best of 2008: SEO Guidance, Part 2

WebMarketCentral

Is content really king for SEO? What SEO common mistakes do even experienced consultants sometimes make? Which resources are best for accelerating your SEO learning curve? Why do site rankings sometimes drop precipitously for no apparent reason? How can you get a site indexed by Google News?

Best of 2008: Website Design

WebMarketCentral

What are the current best practices in website design? What common design mistakes should you avoid? Where can you find creative new design ideas?

What's Next for B2B Social Media? FYIndOut Now

WebMarketCentral

Vendors have products and services designed to solve those problems. Every vendor will rave about its own products or services, and buyers get that. Scott was previously a senior vice president at LaSalle Bank and product manager at Motorola.

Best of 2008: Sales & Marketing Copywriting

WebMarketCentral

She advises starting by putting yourself in your customers' shoes and understanding their pains, then clearly describing how your product/service alleviates that pain and the next steps to take. Want to know how to write more effective marketing and sales copy?

Five Resources for Job Hunting Online

WebMarketCentral

Seriously, it's stressful and frustrating, and for all who now find themselves involuntarily seeking new career opportunities, I hope your search is as quick and productive as possible.

Don't They Know Who You Are? Why Reputation Management is Critical

WebMarketCentral

Write an article (or articles) for Google Knol on topics pertaining to your product or service. Upload company-related photos—you, other executives on your team, your building, your products, screenshots (if there is any software component to your product), your logo, etc.—to