For a long time, B2B (business-to-business) marketing was all about inbound. The goal was to attract customers with valuable, tailored content. Companies put marketing dollars into developing engaging material. The content showed the companies’ offerings without pushing sales. The goal was to create brand awareness and attract new business. They
Industrial manufacturers might not have the advertising allure of consumer brands. But they still need a manufacturing brand marketing strategy to compete for customers. Most manufacturing leaders understand the importance of marketing. On the other hand, some industry giants face mistakes and misconceptions. As a result, their manufacturing brand marketing
If you haven’t made LinkedIn your B2B marketing bestie, now’s the time to change that. In B2B marketing, LinkedIn is a powerful tool for building brand awareness and relationships with prospective customers. It’s also an excellent employee recruiting tool. The platform is the No. 1 social networking site among Fortune
Growing up, the only business role model I had was my dad. He was charismatic (when he needed to be). He was wildly successful. The problem was that he ruled his company with an iron fist. He led with fear, and people in his wake were often left shaking in
There’s a new lesson for your digital marketing strategy every day. As if COVID-19 and inflation weren’t enough, your brand must worry about “typo squatting.” That’s when scammers, hackers and other exploiters hijack website domain names. They buy variants of domains with misspelled names. Two examples are “Gooogle” and “Verizan.”
Why are customer case studies so important? Customer case studies prove your company delivers results. You can tell prospects that your company “meets and exceeds expectations. Doing that, however, isn’t as credible as real customers sharing real successes. Unfortunately, case studies often promote what businesses do. Instead, they should focus
I’m working with one of our on-demand creative teams. We’re imagining a new brand for a software client. This is from-the-ground-up work. And it keeps our content, branding and digital marketing agency minds happy. Plus, let’s not forget a big splash of SEO thinking. Every brand needs to plan for
Does writing web copy sometimes remind you of those “choose your own adventure” books from your childhood? In these books, you could turn to page “x” if you wanted the protagonist to go down the staircase into the dark and foreboding basement. Alternatively, you could turn to page “y” if
April Fools’ Day is this Friday. This is perhaps the only date on the calendar when benign cruelty is celebrated, apart from Black Friday. One of the most effective April Fools’ jokes my daughters played on me preyed on my pre-first-cup-of-coffee state. I stumbled into the kitchen, making a beeline
When a client gives you the green light to create content, it can be tempting to jump in and start writing instantly. To shield yourself from stress and scope creep, nail down answers to four key questions. These questions are critical. You don’t want to start drafting if you don’t have
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