The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it. So a sales person was in a nifty position to educate—and influence—the buyer from the earliest stages of the process. No more.
Archive for December, 2011
If you want to tar and feather your sworn enemy online using social media, now’s the perfect time to do it! Blog, tweet, and Facebook your slander or meritless accusaton; make a chastizing video, post it, promote it, and kick it to viral! Turn it up to 11! If you have an axe to grind or a bee in your bonnet, and want to get sweet, sweet revenge, a once-a-year opportunity is upon you … Christmas! Read the remainder of this entry »
The key to successful search engine optimization is to always have it “on the brain.” Successful search marketers take the time to think about how every facet of the business can improve SEO efforts. For example, let’s take a look at how the company website FAQ page can be turned into something much more.
If you’re like most businesses, your 2012 marketing plan relies heavily on search engine marketing. Both paid and natural search continue to offer businesses excellent growth opportunities for the foreseeable future. At the same time, that growth could come to an abrupt halt. Search is in big trouble, under pressure from a variety of sources. If you don’t believe me, let me take a shot at persuading you. Read the remainder of this entry »
The business case for social media in the workplace and the inevitable ROI conversation have polarized innovation advocates and doubters for years. There’s a saying in marketing that we always waste half of our marketing budget, we just don’t know which half. The fact that we are still witnessing the infancy of social technologies leads us to this situation where the ground we’re standing on keeps moving and changing all the time, and very few have been able to establish a clear, irrefutable correlation between the adoption of social media and sustained business results. Does this mean that the quest to find the elusive perfect ROI model should just be abandoned by all of us? My answer is yes, but not for the reasons you may be thinking.