For most business-to-business marketers, there’s no marketing tool more critical to sales success than the company’s website. As the digital face of your company, it is often your prospects’ first point of contact with you. It can also be their last if their online experience is frustrating or less than fruitful. Let’s start with the basics. A marketing website must look professional, accurately project your brand, be easy to navigate and offer useful information to visitors who want to solve problems and find answers. Hopefully, your products and […]
The benefits of combining advertising and PR in your marcomm program
Keeping your messages in front of your target audience at all times is one of the keys to marketing communications success. Whether your prospect is reading a trade journal, surfing the internet, opening the mail, checking email or attending a trade show, the more times he encounters your messages, the more likely he is to remember your company and products and, ultimately, to buy from you. [...]
As a B2B marketing manager, how many times have you spent precious budget and effort to develop ads, website content or other marketing tools, only to have your company’s sales force create their own presentations, write off-the-cuff emails or draft proposals with no hint of established positioning? On the flip side, we bet you’ve heard salespeople groan at websites or beautiful brochures because they don’t support the selling process.
This lack of synergy in purpose and execution is usually the result of poor communication between [...]
“If the person handing it in wants it published worse than the newspaper, it’s advertising. If the paper wants it worse than the person handing it in, it’s news."
Okay, so that’s one of the more cynical ways journalists have defined their craft, but it does capture the essence of public relations. PR is content that trade magazine and website editors want to publish because it serves their readers. Marketing PR is content that is carefully crafted to [...]
Okay, so Humphrey Bogart’s famous line in Casablanca is one of the film industry’s most widely misquoted. But the idea of repetition is good advice for business-to-business marketers. It’s called the frequency phenomenon, and it explains why we sometimes find ourselves saying the lines to a TV commercial or singing along with a radio jingle. Frequency, in marketing communications lingo, measures the number of times your marketing message reaches your target audience in a given time period. […]