Have you heard the news? Committing random acts of content is so last year. Marketers are realizing that campaigns, a focused effort on conveying a single idea in multiple ways, are a more effective way to get your company’s messaging across. If your company is publishing blogs, eBooks, Tweets, and Facebook posts without an overarching theme, your efforts might not be working to build a comprehensive story. [Read more...]
The Number One rule in B2B marketing: Never, ever, pass an unqualified lead to your sales force. Why? Because they’ll hate you in the morning… But seriously, if the role of B2B marketing is to provide leverage to sales, then burdening a sales rep with a prospect who is not a realistic potential buyer is no help. The rep will reach out, find a prospect who is in the earliest stages of research or, worse, in a company that is never going to fit your solution, and a whole lot of time and effort has just been wasted. In this kind of situation, the lead should stay with the marketing team, where the relationship can be developed, and nurtured, until it’s ready to take up a salesperson’s valuable time. [Read more...]
Our monthly webinar with Rob Petersen and me yesterday was about debunking SEO myths in order to make your search marketing strategy the best it can be.
- 80% of visitors to a website begin by typing keywords in the query box of a search engine
- 42% click on the website in the #1 position on the search page
- 90% click a website on the first page
These facts underscore that if your brand is on the internet, a high rank on the search engines is a requirement for business. [Read more...]
If you want to fix your online reputation, writing big checks to an online reputation agency isn’t enough over the long haul — you’ll also really need to get your own house in order.
Most ORM agencies can easily take back all the land you’ve ceded to negative reviews, rigorous and vigorous besmirchment, and terrible happenstance (life happens and a lot of it really sucks); however, this is all assuming you’ve been done wrong. [Read more...]