Quick Reads: Marketing Strategy

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Put That Bad SEO Experience Behind You, and Move OnSearch Engine Marketing
"Over the last dozen-plus years, unscrupulous SEO [companies] have given the entire search engine optimization industry a bad rep," writes Stoney deGeyter at Search Engine Guide. "It seems like every ...
B2B Marketing Trends and Tactics to Consider for 2011B2B Marketing
As 2010 draws to a close, B2B teams are sharing what they've learned from the year's challenges, and forging tactics for 2011. What lessons have we learned from the struggle that ...
Four Ways to Enchant Your CustomersSmall Business
"I love to do business with small businesses—in-store, online, for myself, for others, for pleasure, for work—it doesn't matter to me," writes Guy Kawasaki at his eponymous blog. Based on ...
Four Ways to Translate Technospeak into Your Customer's LanguageHigh-Tech Mktg & Sales
"Writing marketing content for technology companies is not so much writing as it is translation from a foreign language," writes Cheryl Goldberg in a post on the High-Tech Communicator blog. ...
Three Expert Tips for Boosting Your B2B Social-Media OutreachB2B Marketing
You have the website. You have the blog. You're on Facebook. Some of your sales people even tweet. But where's the magic? Frankly, you often feel like your social-media outreach ...
Two Key Ways to Optimize for Local SearchesSearch Engine Marketing
"When you perform a search at Google or Bing, the results are significantly influenced by your physical location, even on queries where you don't specify a location," writes Ray Comstock ...
Organic Search Drives Software-Buying DecisionsHigh-Tech Mktg & Sales
Most high-tech companies understand that SEO is a critical channel for driving new clients, revenue and brand exposure. Organic search results are used widely by software buyers to find and ...
What You Can Learn From a Portuguese YouTube PhenomSocial Media
Marketing budgets remain tight, and there's more competition than ever in the high-ROI world of social media. So how can you make your mark? In a post at the Influential ...
B2B Social Media: How Cisco Gets It Right WorldwideB2B Marketing
"The networking company Cisco Systems is celebrating 25 years," writes Meryl K. Evans in a post at the B2B Social Media Digest. "Can you believe the company didn't exist before ...
Four Smart Ways to Trigger ROIEmail Marketing
According to Molly Niendorf, some marketers worry that triggered email will look inauthentic to recipients. "Sure, automatic emails have been around long enough that recipients know you're not perched at ...
Three LinkedIn No-NosSmall Business
"People use LinkedIn to connect with coworkers and industry peers, get business advice, and even find new jobs," writes Diana Freedman at HubSpot. "It's a great place for businesses to ...
Five Essential Ingredients of a Social Tech CommunityHigh-Tech Mktg & Sales
Much has changed since the earliest days of social media, when technology vendors were experimenting with online communities to foster partner communications. Some communities have grown to become powerful, thriving ...
How to Design a Profitable Lead-Nurturing Program Right NowB2B Marketing
In a brief Take 10 online tutorial at MarketingProfs, Jim Lenskold, president of Lenskold Group, spells out clear guidelines for creating targeted lead-nurturing programs that can help you boost conversions, ...
Four Tips for Successful Holiday Email CampaignsEmail Marketing
There's still time to implement plans for your holiday email campaigns, writes Suzanne Norman in a recent post at the Emma blog, and you have reason to be optimistic about ...
How to Accelerate ReferralsLead Generation
"If you're like many professional service providers, you get a lot of business from referrals," writes Barbara Bix at MarketingProfs. But you may not realize how closely the referral process ...
How to Create Safer Passwords: A Simple FormulaB2B Marketing
As B2B sales teams scour the Web for prospects, signing in at countless sites and social communities to generate leads, the creation of secure yet memorable passwords takes on a ...
Why You Need a Gmail Priority StrategyEmail Marketing
"As a marketer, and one who works for a digital marketing agency that manages a lot of CRM programs for a lot of clients that includes a lot of email, ...
How to Reduce the Stress of Tech SellingHigh-Tech Mktg & Sales
Though the recession is over and the economy is in recovery, most IT managers are still holding back on their spending—adding even more stress to an already lengthy sales cycle. ...
What Matters Most in B2B Selling? A Two-Question Quiz.B2B Marketing
"The Web makes it too easy for your competitor to lure away interested buyers before your people have had a chance to contact them," warns Steven Woods in a post ...
What You Can Learn From the Gap's Logo DebacleSmall Business
Not long ago, Gap sparked a social-media firestorm when it quietly unveiled a redesigned logo. People not only disliked the bargain-basement aesthetic—they hated it. And, writes Umair Haque at Harvard ...
How to Change When It's 'Change or Die'Small Business
In a post at Harvard Business Online, Bill Taylor reflects on the influential article "Change or Die," published five years ago by Fast Company. "It was a bracing reminder of ...
Four Ways to Optimize Your Digital Marketing Spend High-Tech Mktg & Sales
The recession has provided even more momentum to the ongoing shift to digital. Tech marketers are expected to increase their marketing budgets on average 3.7% in 2010, according to IDC. ...
Protect Profitability: Start Each Day With a Mission StatementSmall Business
"Many business owners have dutifully written their vision and mission statements, working hard to craft statements with impact and importance," writes Marla Tabaka at Inc. "But what happens to those ...
Four B2B Marketing Engines to Fire Up Right NowB2B Marketing
In a recent post at the Reputation to Revenue blog, Rob Leavitt questions the value of B2B firms' putting so much energy into "advertising and collateral"—and stresses the need for ...
Three Ways to Engage Prospects in a Buyer-Controlled Sales Cycle High-Tech Mktg & Sales
With vast Web-based resources now available to evaluate products and services, tech buyers are no longer dependent on Sales for information about purchases. Buyers don't want or need to engage ...