For all the hoopla and buzz created by Facebook, Twitter, YouTube and other social media channels, one has to ask, “Do these outlets really generate business for B2B companies?” While it might be fun to read posts and watch videos, are these the channels that generate the greatest amount of business? Not according to researchers.
Are You Missing These Key Marketing Opportunities?
Every company faces the same challenge of how best to manage their marketing resources (time, money and personnel). Consequently, management has to evaluate short- and long-term opportunities. Furthermore, they also need to seek out those that will yield the greatest return on investment now and in the future. To help you identify and capitalize on
No Regrets Marketing Strategies: A 5-Step Checklist
As companies develop their marketing strategies, sometimes they overlook, ignore or dismiss high-potential opportunities that can later lead to regrets. In this context, regrets refer to that uncomfortable feeling we get when we think to ourselves, “If only I had…” or “I wish I had been more proactive with…” or “Why didn’t I do more
The Best Advice I’ve Ever Received
It takes a great man to give sound advice tactfully, but a greater to accept it graciously. ~Logan Pearsall Smith Some of us have been in business a long time. This is especially true for Baby Boomers and GenX folks. Along the way, many of us were fortunate to receive some sage advice from
4 Low Cost Marketing Opportunities to Accelerate Business Growth
It’s a buyers’ market—no question about it. There is a glut of products and services available for consumption. That makes it essential for sellers to focus on meaningful product distinctions and reasons why their companies are better than or different from the competition. But regardless of whether it’s a buyers’ or sellers’ marketplace, there are always
Marketing Madness: How to Deal With Multiple Generations in the Workforce
While there are five, yes five, generations in the workplace today, the three primary groups are Baby Boomers, Generation Xers and Millennials. The traditionalists, born before 1946, have all but retired, and Generation Z is just starting out. The birth years for each generation vary depending on the source used. That said, regardless of the
Is Strategy AWOL from Your Marketing Plan?
When developing marketing plans, most companies go right for the “tactics” without considering an overall strategic approach to achieve their goals. As a reminder, tactics are the practical actions and activities marketers perform every day. They include writing blog posts, sending out tweets, reaching out to the media and refreshing online content. On the other
The 5 Do’s and Don’ts of Video Marketing
Video marketing is hot. It’s dynamic, engaging and delivers brand messages in a meaningful and memorable way. In fact, according to a 2015 survey, “75% of marketers are creating custom videos for their target audiences.” As the use of video marketing expands in B2B and B2C markets, use the following five suggestions to take advantage
The 7 Essentials of a Marketing Curriculum
As the role of the marketer becomes more complex, organizations require a specialized skill set for those entering the marketplace. Unfortunately, a bachelor’s degree in marketing doesn’t mean that the graduate is prepared for real world. Think about it. If you were hiring a young (or not so young) graduate, what marketing curriculum coursework would
5 Fast Facts Everyone Should Know About Your Business
Building long-lasting business relationships with customers and prospects is essential for growth. Part of this process includes getting to know and understand your target audiences’ needs and challenges. It’s also important for customers and prospects to know your company. For example: Who are you? What do you believe in? Why should they do business with
7 Tips to Develop and Deliver Powerful PowerPoint Presentations
Microsoft’s PowerPoint application has been around for a long time. It’s a powerful tool that supports and enhances live or online presentations to individuals and groups. For optimal results, create PowerPoint presentations in a way that organizes and simplifies content, reinforces verbal and visual cues, and engages audiences. To accomplish these goals and produce winning
5 Marketing Game Changers for Optimal Growth and Success
Most companies are working at a feverish pace to remain current and relevant in an ever-changing global business environment. Whether that has a trickle-down effect to marketing or whether marketing is the impetus for these initiatives isn’t the point. What’s critical is to know, understand and apply these five marketing game changers for optimal growth
How to Create Powerful Press Kits
The purpose of a corporate press (or media) kit always has been to attract the interest of journalists, other media personnel, potential investors, and conference and meeting planners. Whether the goal is to book a speaking engagement, shed light on a newsworthy topic, or announce a new product or service, acquisition or merger, or a
How to Position Yourself as an Expert
In a competitive business environment, it’s especially important to distinguish yourself and your company from the rest of the pack. That’s why becoming the recognized expert or leader in your field is essential to personal and organizational success. To accomplish this, first identify what you or your company understands or does better than your competition.
Creating a Personal Differential in the Workplace
With high school and college graduations in full swing, it won’t be long before recent grads flood the market with their attempts to nail down their “dream” jobs or at least get a foot in the door to start their careers. At the same time, many individuals already in the workplace have been displaced through
What Keeps Marketers Up at Night?
In spite of a desire to stay positive, hopeful and optimistic, marketers are overwhelmed by many complex business challenges—the likes of which they haven’t seen in many years. Some of these are industry-specific, but most are not. As marketers long for the “good old days” when they left their work at the office at the
The Foundation For Marketing Success: 6 Marketing Maxims
Savvy leaders know that marketing is a critical business initiative and provides the support companies need to accelerate business growth, sell more products and services, increase profitability, and gain market share. To accomplish these goals, consider these six marketing maxims—or business truths that are the foundation for marketing success. Marketing Maxims Fact 1: The more
How Do Your Business Values Set Your Company Apart?
Michael Josephson, author of “Character Counts,” identified six key values that he believes represent the foundation of personal relationships. They are: Trustworthiness Respect Responsibility Fairness Caring Civic responsibility These values, currently taught in schools across the country, are transferable to the business world as well. Examples of Core Business Values Here’s a more in-depth look:
3 Guidelines Everyone Should Know About Press Releases
Many companies use press releases for a variety of reasons. Some of these include: Announce personnel changes The opening and closing of offices/other types of facilities The development and introduction of new (or enhanced) products and services Participation at industry events Corporate milestones and awards Financial news. So the question is: does anyone read these?
Is All Press Coverage Good?
Historically, all press was considered good press. Companies counted “press mentions” as a way of justifying marketing expenditures. In the age of the internet when bad press can quickly outweigh good press, what’s more important is the quality of the press coverage a company receives. Here are four considerations in assessing whether getting press coverage
A Marketing Plan for Non-Marketing Executives
Many start-up or emerging companies simply don’t have the resources for a full-time professional marketing staff. CEOs may be visionaries and know where they want to take the company. Sales executives are the experienced professionals who know how to sell. Neither one may have the marketing expertise necessary to accelerate growth and marketplace visibility. For
Sales and Marketing: 4 Ingredients for a Winning Collaboration
Too many people think sales and marketing are the same thing. They aren’t. Often, there’s no collaboration between the two. In some organizations, there might be a sales executive who heads up marketing. In other companies, you’ll find a marketing executive who is also responsible for business development. To complicate it further, there are companies that
What Can Politicians Learn from Savvy Marketers?
Anyone following the 2016 U.S. presidential race (on either side of the aisle) has to be shaking their heads. The rhetoric has turned to personal attacks, mudslinging, inconsistent messaging, unreliable facts, and a host of other types of shameful behavior. It’s no wonder the candidates are having trouble getting enough votes to win a majority
Is the Magazine Publishing Industry Dead?
Many experts think so. Certainly, the Internet has changed the landscape of traditional magazine publishing. While consumer or popular magazines are not feeling the pinch as much as B2B trade magazines, the writing is on the wall. Many well-known magazines have ceased to produce their print editions, and others have folded completely. There are three
