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Marketing Articles: Most Recent
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- Four Case Studies: How These (Very Different) B2B Organizations Are Succeeding With Social Media
by Christina "CK" KerleyEven though B2C companies get the lion's share of coverage about the benefits of social media, B2B organizations of vastly different sizes and industries are making striking gains in employing these technologies to increase their market share and solve revenue challenges. more - Blogging From Scratch: Four Elements Your New Business Blog Must Have by Mack CollierYou've decided to launch a blog for your business and you're busy laying the groundwork. You've selected a name for it, and you know what you want to blog about and who your bloggers will be. But do you have the right elements and information on your blog? What information should ... more
- Measuring What's Meaningful in Social Media by Mack CollierHow do you measure the effectiveness of your social media efforts? Many companies are not properly tracking the right metrics. Or they are tracking the right metrics but aren't applying those metrics to their full effect. Here's a look at four metrics that companies use to assess their social-media efforts ... more
- Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra EllisHow many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look. more
- Five Social Media Tools You Can't Afford to Ignore by Mack CollierSure, social media is big. But even if your company doesn't have the resources for a dedicated social media strategy, here are five social media sites and tools you can't afford to ignore. more
- 18 Favorite Tools of Twitter Rock Stars by Kimberly SmithYou can immensely improve your Twitter experience and micro-blogging effectiveness with Twitter-related tools, apps, and services. But which among the more than 1,300 (and counting!) are the best tools to use? Here, we cover the "tried and true" favorites of some of the industry's most expert users. more
- 'Hypey' Copy That Converts, and How to Write It by Barry DensaHypey copy is like a fine wine. It has great legs, a fine body, and a rich nose. Hype excites the emotions, stimulates the buying glands, and ultimately converts better- than-dull; drab; "only the facts, Ma'am" marcom-style copy. The challenge, of course, is how to differentiate bad hype from good hype. more
- How to Run Your Own Successful Virtual Conference by Kimberly SmithIntrigued by the ease, broader reach, and lower cost of hosting a virtual event? Be aware that there are distinguishable differences in how online conferences are planned and carried out—and the technology is just the beginning. Here's how to effectively navigate the process to hold a successful virtual event. more
- How To Generate Blogger Buzz: Eight Proven Tips by Kimberly SmithFor those accustomed to traditional PR, the blogosphere seems an entirely different beast—but one that has the potential to turn your message into a viral sensation. The following eight tips will help you capture the right kind of attention from bloggers. more
- A Corporate Field Guide to Social-Media Policy Development by Kimberly SmithYour employees are already on Facebook, Twitter, LinkedIn, and the like... so isn't it high time for companies to acknowledge that activity and implement a protective framework that will assist them in mitigating the risks related to employee productivity, confidentiality, brand representation, and company reputation? more
- Put Crowdsourcing to Work for You: Five Tips for Getting Started by Kimberly SmithSome companies are finding that their customers have a truer understanding of their own motivators and needs than even the most-qualified Chief Marketing Officer (CMO), and (what's more) that an outsider perspective may be just what their organizations need. It's called crowdsourcing, and within are some real-world examples and tips for ... more
- Grow Your Opt-in Email List: A Five-Step Guide by Kimberly SmithConsistently expanding your opt-in list is one means of further increasing your email returns. The following five-step program is aimed at helping you achieve that goal. more
- Social Media: Three Essentials Your Business Needs Before You Engage by Elaine FogelIt's true that social media has become the most popular marketing channel since the advent of the Internet, but marketers need to develop a solid strategy first before testing the new waters. Whether yours is a small or midsize company, nonprofit, or public institution, if it's not yet in the social-media ... more
- Six Steps to Forging Customer Relationships at Tradeshows and Conferences by Kimberly SmithTradeshow and conference sponsorships don't come cheap, but they do bring prospects face-to-face with your company and brand. In doing so, they offer a unique opportunity to establish stronger, more-personal connections with potential customers, which can, in turn, generate solid returns on your investment—if you know how to make the ... more
- A Newbie's Field Guide to Twitter for Business: 29 Questions (and Answers) About Starting Out by Beth Harte, Ann HandleySo you've heard that Twitter is a great tool for connecting with customers in ways that haven't been previously possible. But you still don't get it, right? Not only doesn't Twitter make obvious and immediate sense, but it's also marked by protocols and terms that can be perplexing to anyone new ... more
- Six Smart Tactics for Dealing With the Economic Downturn by Michael BarrThis is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead of the competition's? more
- Getting Buy-in for Social Media: Six Tips for Convincing a Skeptical Boss by Mack CollierConvinced that social media will further your marketing goals but having trouble getting the message across to your skeptical boss? Try speaking in terms that he or she will understand. more
- How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim LenskoldWith marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available? more
- How to Use Predictive Analysis to Make Email Marketing Even More Profitable by Arthur Middleton HughesPredictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different story. Emails are so cheap to send that the attitude ... more
- Four Four-Letter F-Words That Stall Your Career by William ArrudaIf you want to get ahead in your marketing career, stop using four-letter words that begin with the letter "F." No, we aren't talking about THAT word. (Although cursing your boss is probably not going to get you very far, either.) But the F-words here are far more lethal, more destructive, ... more
- Why Gen Y Is Passing You By by Kimberly SmithWhat works in enticing a new generation of buyers? Here's why some of your efforts to reach this demographic might be going amiss. more
- The Parasite Economy: Why Leaders Must Reinvest in Their Brands (Not Just Drain Off Profits) by Eric GarlandIt's time to start investing in the future, for real. Brand equity from the old economy is about dead. The financial collapse is a sign of a larger movement that would have us stop draining off reserves, and get us back to the business of making promises to tomorrow's customers. more
- Nine Email Tactics That Can Put You Out of Business by Gwen MoranAs the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of ... more
- Boost Your Business With Seven Easy Digital Marketing Techniques for Lead Generation by Yael K. PennGrowing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects. Though organic list growth may take time and effort, you will love the rewards. Consider the following techniques to acquire new leads and grow your ... more
- Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Efforts by Mack CollierCompanies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can do to improve your own efforts to build online communities. more
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