As the public face of an organization, a website is an essential marketing tool for any business or non-profit. For non-profits especially, website development, maintenance and updating can get lost in more pressing needs like [...]
Think of a good business-to-business marketing communications plan as a building. A sturdy building starts with a strong foundation-that’s the objectives we talked about in our recent blogpost. Now we’re ready to talk about framing and finishing.
Framing In – StrategiesStrategies serve as the framework of your plan. If objectives define where you’re going, strategies define how you’re going to get there. Strategic decisions take into account:
- Target audience – Who’s involved in buying your product? How will you prioritize industries and job functions?
- Competition – What promises are they making? What benefits do they offer?
- Timing – Is there any seasonality involved in the purchasing of [...]
Websites are the number-one resource prospects turn to when making a buying decision. So, while you may have many corporate objectives for your site, it is vital your site supports your marketing communications program and ultimately, sales. Corporate must-haves aside, if your website isn’t helping your prospective customer, eventually not much else will matter. Company websites can be asked to do many things: act as your online business card, brochure and catalog, educate visitors about your product category and make it easy for prospects to contact you. Some house ongoing blogs, provide investor information, showcase videos and even double as portals for distributors, suppliers and customers. But does your website work in concert with […]
A few months ago we gave you some ideas for blog content. (Blogpost: Whats in your…blog? ) We hope you’ve put those ideas to good use. However, we know the pressure to come up with relevant content is unrelenting so we have some more ideas for you. Here are some things that have worked well for us:
We have a client who markets an industrial automation product. This year we’ve been writing a weekly blog for them. There’s constant pressure for content.
One of this client’s key messages is about how tough their products are, and one of their marcomm strategies was to get more case histories. We combined the two and [...]
Face it. Every B2B market is flooded with competitors. How does a business-to-business marketer get products noticed? Being consistently interesting and memorable will get you recognized quicker. Those attributes need to be built into your brand image.
But just what IS a brand, anyway? CCC defines it as the sum of all the associations your prospects and customers have about your product or service or company. It’s touchy-feely and hard to control, but brand building is well worth the effort if [...]