How to Protect Your Brand from ‘Typosquatting’

Typosquatting

As if a global pandemic and an economic downturn weren’t enough to manage, companies also have to worry about “typosquatting.” That’s when scammers, hackers and other exploiters hijack website domain names. Fraudsters buy variants of domain names that feature common misspellings or typographical errors in company names, such as “Gooogle” and “Verizan.” The practice is […]

Read More…

 

How to Market Your B2B Business in Scary Times

B2B business COVID

Early in the COVID-19 crisis, some U.S. B2B brands turned off the marketing spigot temporarily, while others kept marching forward with adjustments in campaigns and messaging. Even B2B businesses that survived the aftermath of 9/11 in 2001 and the 2008-2009 financial crisis didn’t have a marketing playbook for a global pandemic. As COVID-19 continues to […]

Read More…

 

The Truth About B2B Sales Right Now

Salesperson on Zoom Meeting

The past two months have been challenging for many business-to-business (B2B) companies’ sales. B2B buyers have primarily taken a wait-and-see approach to signing contracts, starting new projects and budgeting for the long term. The next few months likely won’t be easier, necessitating doubling down on targeted, problem-solving sales instead of transactional “spraying and praying” pitches. […]

Read More…

 

‘Be Focused, Not Frenzied’: Navigating Business Through Uncertainty

Uncertainty and Leadership Series Header - Steve Yastrow

Here, we feature Steve Yastrow, author of “Brand Harmony,” “We: The Ideal Customer Relationship” and “Ditch the Pitch.” He’s also president of Yastrow & Co., a Chicago-based consulting firm that helps companies improve their results by earning the dedicated commitment of their customers and employees. What advice do you have for business leaders who face […]

Read More…

 

No offense. Much taken.

offensive marketing campaigns

When it comes to marketing mistakes, internet justice is swift. The court of public opinion, comprised of hundreds of millions of jurors, is prepared at a moment’s notice to condemn, mock and shame any company that makes a catastrophic error in judgment. Even large corporations with sophisticated marketing programs and experienced professionals at the helm […]

Read More…

 

How to get the best work from your agency

Getting the best work from your agency and promotional efforts requires trust and time. Both sides need to communicate needs and goals and understand the give and take that is required to make a business partnership thrive. It’s a bit of a tightrope act — much like Nik Wallenda’s this past weekend — but successful […]

Read More…

 

What happens when spell-check can’t help (and what to do about it)

Building relationships and trust with prospects and clients requires a jaw-dropping amount of work. Once you’ve established your organization as a credible, reliable and legitimate source of information, don’t jeopardize your efforts with embarrassing spelling errors. Quality writing isn’t just for style junkies. If I were trying to earn your business and sent you marketing […]

Read More…

 

No-nonsense tips for running effective conference calls

I am more comfortable having face-to-face meetings. I love the visual clues that you gain from body language. The furrow in someone’s brow or a tilted head of engagement can tell you whether you are falling flat or hitting a home run. In today’s busy world, however, face-to-face meetings aren’t always feasible. Conference calls are […]

Read More…