Social Media (SM) is revolutionizing how we communicate – making it faster and easier than ever before to ‘reach out and touch someone’. The lure of this immediacy has convinced many B2B executives and even a few marketers that SM is THE answer. More than once we’ve been asked to ‘flip the social media switch’ in place of a comprehensive campaign. Continue reading
Search Engine Optimization (SEO) is an ever-moving target influenced by two unique elements. As we outline an SEO strategy for our clients, we identify “on-page” and “off-page” components. Each of these elements should have complementary strategies, adhere to industry best practices, and subscribe to the latest Google algorithms in order to maximize performance. Continue reading
Effective Search Engine Optimization (SEO) is a critical component of website development. The objective of SEO is of course to rank your site as highly as possible among search engine returns in response to specific user search terms. ‘On-page’ strategies range from a package of baseline keywords, page titles and descriptions to sophisticated, ongoing analysis and adjustment programs. Pay-per-click (PPC) campaigns are sometimes used to supplement SEO results. Continue reading
Even seasoned marketers routinely wonder how their budget strategy stacks up against traditional averages and what they should spend. Our answer is always the same: “It depends”!
The first step in determining an appropriate budget is a change in mindset. Consistent, long-term marketing is NOT an expense. Rather, it’s an essential investment that pays dividends in the form of sales, income and market share. Marketing is a business asset that drives revenue. Continue reading
Online B2B marketing can be quite simple. It is critical to understand that unlike online retailing, B2B e-marketing is rarely designed to close the sale. This is because B2B products and services are typically more complex, requiring collaboration between seller and buyer to ensure a proper ‘fit’ before the deal is closed. In fact, the most successful e-marketers live by these three simple goals: Continue reading