B2B marketers can be especially inclined to making these common keyword selection mistakes. Aa B2B copywriter and former B2B marcom manager, I’ve seen technology and industrial companies make these mistakes time and again. You’ve probably seen them too–using internal technical words that folks just aren’t searching for or being a technical purist and using the […]

I attended a Powered webinar, Social Marketing: This ROI is Too Good to Be True!, and two messages were clear: social media marketing is more about giving than receiving social media marketing doesn’t take a lot of financial resources, it takes a lot of human resources Whether you’re a copywriter, marketer or outsourced marketing resource […]

In an older blog post–pre mainstream social media–I dicussed the B2B integrated marcom campaign and how the marcom mix shifts based on the buying cycle phase. Now that more B2B marketers are adding social media to the marcom mix, the question I’m often asked is, “Where does social media belong in the B2B marcom mix?” […]

The message I took away from yesterday’s B2B Magazine Netmarketing Breakfast was that B2B marketers can still market effectively–even with flat or reduced budgets. It’s all about optimizing the marcom mix that you already have. Most of the marketers in the room agreed that trying something new–even on a frugal budget–will be part of their […]

Integrated marketing communications is ripe with tools from basic printed materials to social networking. But the one tool that B2B marketers are integrating into their marcom mix is video. Why? It’s enagaging. It lets you convey messages in 3D, which means you can have greater impact than you could from just a single print or […]

A recent survey says that B2B marketers are slower to adopt Web 2.0 and social media than their B2C counterparts. The survey says that 15% consider themselves “pros” at Web 2.0 technology, while 54% are trying to learn it. The survey indicates that increasing reader engagement is the primary purpose of B2B websites. The tactics […]

OK… you’re probably sick of hearing about social media. So have you integrated it into your 2009 marketing communications program? A recent Forrester report indicated that more than 90% of B2B buyers are using some form of social media. (Thanks to my friends at HubSpot for posting this snippet.) Josh Bernoff goes on to say […]

Email has been under fire ever since the advent of SPAM and CANSPAM legistation. However, it’s still a good tool when used part of an integrated social media marketing campaign. Of course you should include your social links in your email signature, but you can also use email to notify your subscribers that you now […]

Asking if your company should have a website is a no-brainer. But what about social media?… Is it optional anymore? Social media is a part of having an online presence. While the tools are coming at us faster than we can understand how to apply them, it’s still important to integrate social media into your […]

Integrated marketing communications can be more effective with a “keyword bank or glossary” (That’s your company’s inventory of keywords and phrases.) Some B2B marketers only think of keywords in the context of a website. When you think beyond your website, you can leverage your keywords and phrases to boost search ranking from all of your […]