When it comes to B2C marketing, seasons and holiday campaigns bombard us from all angles. Oftentimes, we’ll find winter merchandise and advertisements even before the weather starts to change. Seasonal marketing is trendy, urgent and predictable—three words not often associated with the counterpart B2B marketing. However, does that mean there’s no place for seasonal marketing in the B2B space?
The “call to action” (CTA) is an essential component of any marketing initiative. It’s the answer to “what now?” after any article, video, advertisement, blog or other promotional offer. The call to action represents a compelling message that is intended to get your prospects to do what you want them to do. It’s a vital step to lead generation (which 63% of marketers state is their biggest challenge) and also guides prospects through the buying journey.
The average person will spend five years of their life on social media. The simple truth is: social networking technology has changed the way we communicate. With expansive networks across multiple platforms, many of us do most of our communicating online. So shouldn’t sales and marketing initiatives follow suit?
As a result of a recent flood in our house, I found myself going through boxes and belongings, cleaning out, sorting and reorganizing. During the process, I came across a letter written almost 100 years ago by my grandfather. Today we might call his letter a blog. His letter was titled SUCCESS and here’s what he wrote.
You’ve been working your 2018 marketing plan since the beginning of the year, but is it delivering the results you expected? No matter how rock-solid your plan was in January, circumstances change, sometimes dramatically. Therefore, it’s important to evaluate your marketing strategy and adjust your approach based on current market conditions and the results of tactics implemented to date.
Data-driven marketing analytics is pivotal to the success of any marketing effort. Without the insights and direction analytics provide, companies are behind the curve ball when it comes to establishing and maintaining a competitive advantage. Based on the information collected and analysis of data, marketers can learn how customers interact with a company’s marketing content. For example, analytics show specifics such as how many pages a visitor clicked through before leaving a website or which ads are most effective.
The first six habits create a foundation for success. According to Stephen Covey, the seventh and final habit is “sharpen the saw.” It seeks to uphold and further build upon the foundation established by the rest. As an example of this habit, Covey cites the story a worn-out man who has been sawing down a tree for hours.
This week we continue with our series, the 7 Habits of Highly Effective Marketers. The first five habits uncover vital principles and best practices of effective individuals and teams. These five habits identify values that lead to interdependence and meaningful communication. Now that we are near the end of the series, we combine the efforts of all the previous habits to form the sixth: synergy.
For the last four weeks, we’ve been discussing the habits of highly effective marketers based on the principles described by Stephen Covey in his book, The 7 Habits of Highly Effective People. The first four habits are: Be proactive, Begin with the end in mind, Put first things first and Think win-win. The fifth habit is “Seek first to understand, then to be understood.”
This is the fourth blog in a series of seven on the habits of highly effective marketers. They are based on the principles identified by Stephen Covey in his book, 7 Habits of Highly Effective People. The first three habits are: how to be proactive, how to begin with the end in mind and how to put first things first. Next comes “win-win.”
Continuing our series about the 7 Habits of Highly Effective Marketers, based on Stephen Covey’s principles, this week we’ll discuss the third habit: “Put first things first.” (If you missed our last two installments, you can find them here: Do You Know the 7 Habits of Highly Effective Marketers? and It’s Important to Begin With the End in Mind.) “Put first things first” is not about time management. According to Covey, it is about priority management.
Last week, we introduced the concept of 7 Habits of Highly Effective Marketers, based on the principles listed in Stephen Covey’s 7 Habits of Highly Effective People. According to the best-selling , each habit is made up of a unique set of knowledge, skills and desires, which when practiced contributes to personal and professional success. In this post, we’ll discuss Habit #2: Begin with the end in mind.
In his best-selling book, The 7 Habits of Highly Effective People, Stephen Covey, outlined the traits of successful individuals. According to Covey, our character is a collection of habits, which have powerful role in our lives, including for effective marketers. Habits consist of knowledge, skill and desire. Knowledge allows us to know what to do, skill gives us the know-how and desire provides the inspiration.
When a customer purchases a product or service from a company, the nature of the relationship changes. While it is not the beginning of a relationship, all the hard work a salesperson did to get the business needs to be redirected in order to retain it. Ideally, the relationship will become more symbiotic, as the salesperson and others who interact with the customer continually earn the trust and respect of the buyer. This is the beginning of the process to build brand ambassadors.
Search engine optimization, or SEO, has influenced marketing strategy since the dawn of the internet. SEO is the practice of increasing the quality and quantity of inbound website traffic via organic search engine results. Today, 51% of online traffic arrives at websites via organic search. However, if you’re not staying on top of SEO trends and updates, your website likely isn’t optimized for today’s search algorithms.
Creating a marketing plan without a marketing budget is like building a house without a roof. The undertaking is unfinished and will not serve the purpose for which it was intended. Yet, many companies invest valuable time and personnel resources to craft a well-defined, strategically-sound plan that lacks the dollars necessary for implementation.
LinkedIn is a powerful tool for connecting professionally, looking for employment opportunities and sharing content. In addition, LinkedIn is considered the number-one platform for lead generation. The platform has 560 million professionals with LinkedIn profiles and an estimated two new profiles are created every minute. The outreach possibilities are endless.
Whether writing an email, article, blog post, white paper, press release or any other type of communication, the quality of the content comes first. Right behind that is the quality of the writing. Even savvy writers need to practice, fine-tune and hone their writing skills on a regular basis. Here are 10 tips to help you turn good writing into great writing.
Gone are the days when public relations was limited to reputation management, press release distribution and media outreach to newspapers, radios and television. With the introduction of the Internet and additional communication channels, opportunities for PR are increasing dramatically. While companies still use press releases to spread their news, businesses and agencies have adopted newer and faster ways to get the word out about their organizations. To remain competitive, marketing and PR professionals need to adapt to these changing marketplace dynamics.
The use of social media to enhance customer engagement can provide a competitive advantage. One social media platform readily used by companies is Twitter, which is used for marketing by 67.2% of companies with 100+ employees. Recently, it was estimated that there are 330 million active Twitter users. Approximately 6,000 tweets (Twitter posts) are sent via Twitter every second.
How do buyers make purchase decisions? If more salespeople understood the answer to this important question, sales productivity would increase. To begin, recognize there is an emotional and logical component to every buying decision. The emotional component has to do with two factors: 1) Does the buyer like the salesperson? and 2) Does the buyer trust the company and the brand? The logical component represents how buyers think.
A true professional embraces life-long learning. Fortunately, there is an ideal platform to make ongoing education an easy habit to develop. That platform is webinars. Since their inception, webinars have taken the B2B sector by storm. Today, over 61% of B2B companies create and host webinars.
Most companies are looking for ways to better connect and engage with their target audiences. One way to do that is to increase the frequency and quality of published content on your website, via social media and in the magazines, newspapers and journals read by people who buy your products and services. To accomplish that goal, it’s important to develop an editorial mission statement.
We’ve all been on the recipient side of gatekeepers as they size up our worthiness to get through to decision makers. Essentially, the gatekeeper is a closed door between you and the person with whom you need to speak. On the plus side, we understand their role: to keep the wrong people away from busy executives and allow the right people the chance to speak with them. On the negative side, gatekeepers may not have the information, knowledge or business acumen necessary to make an informed decision about which callers to put through. Frustrating as it might be, we need to figure out how to work with them so we can move beyond them.