7 Ways to Get Results from Your Business-to-Business Blog
Every marketing guru (including me) is telling their clients to blog, for lots of good reasons. Publishing meaningful content in a blog demonstrates your knowledge, especially if you’re a business-to-business (B2B) marketer. Adding fresh, keyword-rich content to your website via a blog can have a big impact on your Google rankings and site traffic. And blogging can help you keep up with – and even... [Read more]
Who Owns Your Marketing Campaigns? You May Be Surprised
First, the good news: You love the creative approach and materials your marketing agency developed for your new marketing campaign. Now the bad news: It might not belong to you, even though you paid for it. Many companies hire marketing agencies or freelancers to develop marketing campaigns and materials. But marketers often overlook a critical step in the process: Ensuring that they own the intellectual... [Read more]
Super Bowl XLVI: Which Ads Were a Smart Marketing Strategy?
Another year, another Super Bowl, and another advertising extravaganza by America’s brand marketers. Best and worst lists are already out. Many spots were creative and funny. But when you look more closely at Super Bowl ads, a smart marketer has to wonder about their strategic marketing value. A 30-second spot cost $3.5 million. Even if the ads were clever, at that price, were they a smart marketing... [Read more]
5 Lessons from My UPS Guy: How to Create Loyal Customers
One of the most common questions I’m asked as a marketing consultant is how to differentiate a service business from its competitors. After all, most accounting firms deliver the same services as other accounting firms. Ditto for law firms, IT firms, banks, and even marketing agencies. One strategy is to focus on the knowledge and experience of the firm’s employees. I recently wrote about the importance... [Read more]
What’s Next in Digital Media? Answers from the Experts
Digital media is transforming how marketers engage with customers and prospects. Whether you’re marketing to business executives or consumers, it’s critical to monitor the fast-changing digital media space. So what’s on the horizon for digital media in 2012 and what does it mean to marketers? Three marketing experts shared their forecasts last week at a program sponsored by the American Advertising... [Read more]
