Quick Reads: Marketing Strategy

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Is Your Business Strategy 2012-Ready? Take the Test.B2B Marketing
In today's volatile marketplace, it's tough to feel confident that your business strategy is up-to-the-minute and cutting-edge. Here's one way to put it to the test. Writing at the McKinsey Quarterly, ...
How to Create Your Own PodcastContent Marketing
Many marketers resist using podcasts as a marketing tool, even though they can be an effective way to engage an audience. That's likely because creating a podcast seems much too ...
Socialize Me! In Stages, Though, Please.Social Media
The journey to complete socialization (the connected kind, not the 1984 kind) takes time, and it's okay to do it in steps. Sometimes it helps your advancement in the social ...
How to Avoid Four Deadly Email Program SinsEmail Marketing
"There are a lot of things that can go wrong with email marketing—broken links, typos, unoptimized images—the list goes on," writes Magdalena Georgieva at the HubSpot blog. But on the ...
Five Internet Trends to Factor Into Your 2012 Business PlanB2B Marketing
In a post at the B2B Marketing Insider blog, Michael Brenner reports on the latest prognostications of analyst Mary Meeker. "Mary has been nailing it each year with her analysis ...
How to Nurture Brand Advocates and Keep Them LoyalSocial Media
John McTigue believes the number of brand advocates you have is more useful than more-easily-accessible metrics like "How many hits?" or "How many likes?" for online marketing. Advocates are those ...
A Bold B2B Sales Strategy That Just Might Get ResultsB2B Marketing
In an article at Sales 2.0, Jill Konrath answers the question all B2B sales people ask themselves when heading out to meet with prospects: "What will make them say, Yes, ...
Five Rules for Your New Company's PlaybookSmall Business
You're ready to strike out on your own and start a small business. But before you do, you need to create a detailed playbook. "I think of a business plan ...
Tips for Launching a Successful Networking EventSocial Media
There's more to social networking than just chatting online. Sometimes, you'll want to actively promote your great work live—all while courting new clients and making useful new contacts! Andy Lopata provides ...
Three Core Qualities of B2B Digital MarketingB2B Marketing
As businesses become ever more adept at creating their own digital marketing strategies, they are sure to expect the same or better from you when you try to engage with ...
Three Rules for Ideation SuccessSmall Business
How often do you gather your team for a day of brainstorming? Jeff Hirsch calls these freewheeling powwows "ideation sessions," and they might just produce an idea that leads to ...
Three Tips for One-to-One MarketingSmall Business
"[H]ow many of us do one-to-one marketing?" asks Elaine Fogel at MarketingProfs. "I don't mean sending out personalized mass communication. I mean marketing to one person at a time." It ...
Three Keys to Maintaining Google-Style Business InnovationB2B Marketing
In an interview at Adweek, Google's Head of Global Ad Marketing Lisa Gevelber explains the mission of Think Quarterly, the company's new business magazine. Google realized that "a lot of ...
Overcoming the Small Business Inferiority ComplexSmall Business
"Anyone who has worked in or run a small business has felt the ugly sting of an inferiority complex to their larger rivals at some point," writes Rohit Bhargava at ...
How to Fortify Your SEO Against Ranking ChangesSearch Engine Marketing
In a post at Conversation Marketing, Ian Lurie reports on the disappearance of Google's real-time search—and consequently, the disappearance of up-to-the-minute Twitter feeds from Google. "If you're a bandwagon-driven Internet ...
Avoid These Four Personalization MistakesSmall Business
"Whether it's a story recommendation on NYTimes.com, song suggestions on Pandora, or search results on Google, online personalization has become ubiquitous, shifting consumer expectations toward anticipating more targeted Web experiences ...
Use Social Serendipity to Boost InnovationSocial Media
What is serendipity? You could say it is a manifestation of creativity whose inspiration comes from outside. More companies are finding that serendipity is a huge factor in innovation processes, ...
Three Steps to Choosing the Right Marketing Automation PlatformB2B Marketing
Marketing automation systems—and the solutions they promise—can hold a magnetic appeal for B2B marketers. As Liz McLellan describes it at the BtoBlog, "We were going to have fewer but more ...
Your 12-Point Skeleton for Social Strategy PreparationSocial Media
Channel V Media has produced a snappy little e-book for companies mapping a social media plan. It's more than just hierarchy and bureaucracy that are making it difficult for marketers ...
What Your Company Can Learn from This Parking GarageSmall Business
"If there's one message I have stressed more than any other over the last few years," writes Bill Taylor at Harvard Business Online, "it is that it is not good ...
What You Need to Know About Lead-Nurturing MessagesEmail Marketing
In a post at Marketing Interactions, Ardath Albee recalls a B2B client who thought her proposed lead-nurturing messages might be too brief. Albee begged to differ. "[I]nundating prospects with more links ...
Beware of Shiny Marketing ToysSmall Business
Many marketers can't resist a shiny toy. Whether pay-per-click in the mid 1990s, Web 2.0 in the early 2000s or mobile marketing in the late 2000s, we want it—and we ...
Four Steps to Becoming a Social BusinessSocial Media
Edelman's David Armano, an expert in idea conceptualization, has put together a chart that lets you graph your progress as a social media high-flyer in four steps: crawling, walking, running ...
How to Enchant Your Customers and EmployeesSmall Business
Guy Kawasaki recently spoke with Stephen Denny about his new book, Enchantment, and the themes in its subtitle: The Art of Changing Hearts, Minds and Actions. "As he says, there ...
How the Epsilon Breach Might Affect Your Email CampaignsEmail Marketing
"The recent Epsilon breach that exposed millions of email addresses has the potential to create a very big problem for all email marketers and will demand development of new best ...