If your 2008 integrated marketing communications plan includes online video (a.k.a. webcasts), here are seven great online video tips to make your webcasts more engaging. And if you’re a copywriter, check out tip number one. Personally, I like the “lean forward 20 degrees”–tip #6. Read all seven tips from Business Week columnist and former television […]

B2B high tech and industrial buyers are using longer, more specific keyword search strings to find just what they need–especially if they’re further along in the buying cycle. When your copywriters use these same or similar search strings, you’ll have a greater chance of engaging more qualified buyers. Easier said than done. What often happens […]

Check out GlobalSpec’s Marketing Maven blog post to learn a few low or no cost ways to optimize your website for search engines. Don’t wait for a New Year’s resolution… these are things that every B2B marcom manager can to today including: Copywriting techniques for integrating keywords, How to improve your meta data to improve […]

Well, I didn’t come up with the line, “transparency equals trust.” Geoff Ramsey, CEO – eMarketer coined it at a recent B2B Magazine Netmarketing Breakfast. He was referring to social sites, blogs, etc. that allow visitors to provide feedback. Sometimes feedback isn’t always positive. However, sites which offer transparency into the opinions of visitor’s, customers, […]

In general the least amount of copy you can use to get your message across is best–no surprise there. However, you should also consider the following variables according to Dr. Flint McGlaughlin, Director, MarketingExperiments.com: Cost: lower=less copy; higher=more copy Perceived risk: low=less copy; higher=more copy Level of Commitment: low=less copy; high=more copy Motivation: emotional/impulse=less copy; […]

If you think your site needs to link to everyone and their mothers, think again. I attended a workshop at the recent OMMA Conference and one of the panelists (I think it was Craig Hordlow of Red Brick Media) said to work on your internal links first. Here’s why… First, some background. In an attempt […]

One of the toughest things about optimizing copywriting for search engines is working in the keywords as frequently as possible and still making sense of the copy… not to mention making the copy compelling and engaging. Well, here’s a copywriter’s holy grail of keywords–a glossary. It’s a terrific place for keyword content. And if you’re […]

Integrated marcom is more than integrating your online content and marketing campaigns with your offline versions. In fact, for some B2B technology marketers, 80% of their marcom is strictly online. And integrated marketing communications works exceptionally well here too–especially when it comes to search. SEO and the 1-2-3 punch: Here’s an example that B2B marketer […]

Count the number of times the words “I” “our” “we” appear on your web pages.If these words are used too frequently, you could have a “self-centered” website–one that may not speak to the needs of your prospects and customers. Worse yet, copy that fails to answer the visitors’ question–“What’s in it for me?”–will kill engagement. […]

If you’re a B2B marketer of technology products and services, it’s a good idea to integrate podcasts into your marketing communications mix. Here’s why… A recent MarketingSherpa 2007 Benchmark Guide suggests that nearly 80% of B2B tech buyers (decision-makers) surveyed listen to podcasts. That same sentiment was echoed in a collaborative eMarketer & WebTrends report […]