Wavelength B2B Marketing Insights

Is it Copy? Or is it a Content Marketing Strategy?

2011-04-14T12:18:00.004-04:00

It's not that long ago when I had clients who saw so little value in copy that they took all content generation in-house to be written by product managers and sales professionals. (12 years, in case you're wondering)

Now, industry research states that 91% of B2B marketers from companies of all sizes use content marketing to grow their business.*

We’ve come a long way baby.

Good copy attracts customers who have “pain” and are looking for a solution. It builds relationships and communicates a competitive advantage. It can connect brands to buyers – even in the B2B marketing world.

What I hear from clients today is: What’s the difference between "copy" and "content marketing?" It’s a valid question.

Copy, while often crafted within the framework of an integrated marketing communications strategy, functions as a creative element rather than a strategy unto itself. It's an important part of the whole.

Content Marketing is a strategic approach to developing and deploying customer-centric content that:

-- Engages the customer at each touchpoint throughout the life cycle, from awareness to engagement to brand advocacy. The goal of the strategy is to use content to attract, inform, engage and connect.

-- Is relevant based on where the customer is in the buying cycle;

-- Delivers custom messaging targeted to the buyer’s role in the organization and is more valuable and educational as the customer progresses through the funnel.

Generating custom content that targets your customers and prospects throughout the life cycle sounds like a large task, particularly to small or medium sized businesses that must manage financial and human resources carefully.

But considering what a sound Content Marketing Strategy can deliver you may want to get started sooner rather than later.

Some thoughts on getting started…

1. Create a Map
Where do your customers turn to research solutions such as yours? Consider delivery method, timing and competitive voice. What does the "funnel" that transforms your target audience from unaware prospect to engaged prospect to customer look like? Where are the highest impact communications opportunities? What messages are needed and do they support top-level corporate goals? What is your current marketing strategy and how will a Content Marketing Strategy alter or improve what you’re doing?

2. Prioritize
Based on your map, what can you reasonably accomplish given your time and financial resources? What can you execute well on a consistent basis? If you'll be executing a partial program (there's nothing wrong with doing so), make sure that you are fully integrated with corporate objectives (new lead generation, greater share of wallet, etc.).

3. Craft a Plan
Help ensure that once you've started, you'll maintain momentum by identifying a series of messages in advance. Identify (through prioritization) what elements you’ll add to your campaign after you’ve reached certain benchmarks of success.

4. Establish Key Performance Indicators
How will you measure the effectiveness of your content strategy? Are the program results that you plan to report meaningful to other internal stake holders? Will your KPIs provide insight that is valuable enough to take further action, tweak program execution and make effective decisions?

Content Marketing can help your company create awareness, generate leads, build relationships and more. Most organizations have the knowledge base to drive an effective content marketing program. The challenge is in getting started and in keeping momentum. Don’t be afraid to start with small chunks and evolve as time and resources allow!

*B2B Content Marketing: 2010 Benchmarks, Budgets and Trends (MarketingProfs and Junta42 in Association with American Business Media, BMA and CMI)

Lead Nurturing for Measurable Success (Sales!)

2010-11-11T10:34:00.003-05:00

If you've read our blog before you'll know that I'm a proponent of customer-centric messaging.

Today, I find myself in the midst of my own customer-centric messaging project as it applies to a new client. The manufacturer is based in Shanghai and establishing an office in Jersey. We're tapped to establish their U.S. brand.

So what. What does MY business development have to do with YOUR marketing needs?

Just this: The value of understanding and aligning your messages and value proposition to the true needs of the prospect cannot be overstated. Company/customer alignment will make a measurable difference in sales. By measurable I mean you make the sale or you don't.

Many companies understand the value that their prospects and customers are seeking and effectively communicate these benefits throughout their marketing communications. Many of these same marketers still find themselves asking not for more leads but for better conversion numbers.

Where's the opportunity for success? In mapping, analyzing and improving the prospect experience. Then in identifying ways to personalize the conversation and provide customer-centric value messages throughout the chain of communication. This can be done for customer retention initiatives as well of course. It simply involves reviewing a different set of communication methods with different objectives in mind. (upsell and cross sell)

As I head into my meeting on Monday, I'll be thinking about:
-- Based on where we are in the buying stage, what do they expect to hear from me in terms of my value and offering?
-- What are the individual motivators for the parties at the table? For example, at least one will be concerned with "mianzi," (saving face) and will be responsible for the decision to work with my Agency.
-- Have I accurately assessed what it is that they value in my service offering? If so, am I prepared to communicate my value in their terms, so they experience alignment that leads them to be fully comfortable with our relationship.
-- What next step can I anticipate? What will each person need in terms of personalized and value-driven communications at that next stage?

This is lead nurturing = Taking the time to understand the buyer's role, crafting communication to align with his or her needs, selecting communications methods that are appropriate based on their preferences and where they are in the buying stage.

Whether you manufacture heat pumps or are a politician the lead nurturing concept can be applied and used to increase conversions. Ultimately, it can be used to increase the lifetime value of a customer.

Don't wait to review your communications process, identify gaps and ways in which you can personalize the conversation. Even if you can only implement a portion of the improvements identified, you'll be on your way to increasing conversions or customer lifetime value.

Now Why Don't He Write? (Or, Where are all my leads?)

2010-11-02T14:37:00.004-04:00

As a marketer of a product or service have you ever had that thought with respect to your prospects (or customers)?

"We have a high-quality, value-added fill in the blank. We're marketing it. Why don’t we have more business?"

There could be lots of reasons. Maybe your competitor has a better offering. Maybe you aren’t marketing in the right places (where your prospect is seeking your product). Maybe you aren’t using the right messages (we often find this to be the case). Maybe it’s a combination.

Even if your marketing efforts are working, it’s likely that you have sales goals to reach and that “someone from above” is asking you to improve performance.

So how are you going to improve marketing's performance to increase sales, improve customer retention, drive new customer acquisition (or another top-level objective).

Some thoughts:

Scan and evaluate your competitors. In addition to considering their tactical execution, what relationship are they attempting to develop with your customers and prospects? Marketing messages and content can be as revealing as tactical selections.
Consider your call (or calls) to action. Is it compelling from the prospect's point of view? Is it role specific? Does it promise something of value?
Review your metrics. It's possible you aren't reviewing the right metrics. Customers may be responding but not in the way that you anticipated.
Prospects are responding. You just don't know about it. It's an ugly truth to uncover, but a worthy one in the end: Are leads coming into to your company via a selected mechanism (phone, web, etc.) but not being properly parsed to the correct internal respondent? There may also be a disconnect between internal departments. Either way, you can't measure and improve upon what you don't know about.
There is a serious disconnect between sales and marketing. This can be an issue of message being out of synch, lack of timing/orchestration between the two departments or something -- anything else -- that represents disparity between these two departments. Whatever the issue the result can be damaging: dissonance between sales and marketing can confuse prospects and prevent them from responding to your offer.

There are countless ways to improve the performance of your marketing program. We've offered just a few for consideration.

If the marketing strategy you've deployed in the past is not delivering the results you're expected to deliver, by all means don't replicate what you're doing! Before 2011 begins, re-visit, re-think and re-set your strategy so you can deliver improved -- and measurable -- results.

Marketing in the "New-Normal World"

2010-10-27T11:00:00.001-04:00

I googled the phrase "New Normal" and find I'm one of many using the phrase to describe how business -- and marketing -- has changed thanks to the recession.

There are plenty of industry experts asserting that the rules of busines have changed and maybe for good. Or at least for a good, long time.

Some thoughts on how B2B marketing has been effected:

The involvement of the CFO on more than a peripheral level. Close inspection -- and I mean close -- of the planned marketing spend and occasionally without overt enthusiasm for the positive impact on top-line results is a trend we've seen repeatedly in the past 18 months.

The requirement to do more with less budget. Do I really need to go into detail on that one?

The use of technology to build communities, streamline communications, engage customers, wash the laundry, walk the dog and deliver actionable marketing metrics. Yep. Technology carries a full load these days.

The use of "integrated PR" as a priority program element. PR tends to increase in use during a recession. "Searchified" and "social media-ized" public relations isn't NEW...it's more that the prioritization of these extensions of an already powerful tool may be new. (You could argue with me on that one...)

Lots has changed.

And so have marketers. And their agencies.

Unless your marketing strategy is delivering "send me straight to retirement do not pass go" kind of results, you'd be wise to audit what you're doing and identify ways to re-work your program as you enter 2011.

We urge you not to look for budget cuts, but rather to seek out ways in which you can improve program performance while playing by the new rules.

-- Seek a better understanding of what motivates your prospects in today's economy. Often this is enhanced through improved integration of sales and marketing. Craft your messages, select your tactics, time your activities, in ways that demonstrate your understanding of the prospect's current points of pain. You've changed, right? Well so have "they."

Commit to using audience-centric messaging and tactics. Execute a program that is completely customer centric as well as fully integrated.

-- Consider a shift in focus from customer acquisition to customer retention, but only if this is aligned with top-level objectives and will not handicap your company in 24 or 36 months when you'll be hungry for leads. (We offer this only as a sample strategy, not as one that's appropriate to all companies.)

-- Identify ways in which you can effectively support your sales team or channel. This may be a planned distributor communications program, a co-marketing program or even a Mobile Phone App that aligns sales and marketing teams. There has never been a better time to support sales than now.

What does YOUR new normal look like? How can you evolve your marketing in a way that allows you to take advantage of the opportunities existing within today's economy?

Can we help?

Are You Considering Your Customer's Point Of View? Customer Engagement Strategies Improve Lead Nuturing

2010-10-21T16:38:00.002-04:00

This year, we have heard recurring themes from many of our clients as they place their marketing focus on penetrating existing account relationships and improving their lead qualification processes: “We are struggling with converting our leads into sales opportunities,” “We aren’t sure what happens to our lead after an initial introduction or meeting,” “Our sales cycle is months long. How do we keep our customer engaged during that time?”

Often, these struggles bring us back to a fundamental question: ‘Are you demonstrating relevant value to your prospect through all communication touch points as you develop the relationship with them?”

It’s important to remember that EVERY communication that the prospect receives from you gives
that prospect insight on:

§ How much you truly value them

§ If you will honor promises made

§ What differentiates you from a competing brand

Connecting the customer relationship with where the rubber meets the road is the further “connection” to your company’s bottom line. Harris Interactive recently found that:

§ 86% of consumers quit doing business with a company with whom they have a bad experience (up 27% from four years ago).

§ 60% will PAY MORE for a good experience (even in a down economy)

§ 53% will recommend you based on an outstanding experience, and experience trumps price (50%) and the quality of product (41%) in driving word of mouth promotion.

The Impact of Marketing on the Lead Nurturing Process

It’s key to remember that the customer’s experience of your company and brand does not begin and end at the sales call, the web site visit, or trade show. Marketers can no longer think about their marketing efforts as individual “tactics.” Why? Because, it is the TOTAL set of communication experiences that your prospect has with your brand that drives your prospect’s impression of your company and has direct impact on your ultimate goal: converting the lead from prospect to customer.

Today, our challenge as marketers is to orchestrate and engineer our marketing messages to the customer and organize the timing and delivery of those messages in an effort to successfully encourage the action we want our prospects to take.

Often, an unplanned lead communication process contains gaps that the customer falls through on the process of becoming aware of your offering, becoming a customer, and ideally a brand advocate.

Strategy + Message + TIMING. A little bit of organization can go along way to increase the effectiveness of your communications strategy. A customer engagement strategy maps the communication tactics that are deployed along the relationship stages that the customer advances through on his way to becoming a buyer of your product or service.

So, how do you help drive your customers through the sales cycle and make your marketing efforts a stronger asset to the company (and to the sales organization)? Incorporate these six steps, and you will be on your way:

Inventory your current lead management process and the communication tactics that are currently used in that process (create the chain).
Organize your current process by the key stages that the prospect is at in his relationship with your company. (AIDA marketing models frequently works well.)
Start to analyze this process from your customers POV (that’s “Point of View”).
Complete a GAP analysis – where do things fall short?
Identify points of “conversion.” What measurable actions will you ask your prospect take that will tell you that he is developing a closer relationship with you. (“Conversions” are today’s “Call to Action.”)
Develop your communication strategy:

Identify tactics
Orchestrate timing
Identify ownership within your team for tactics, timing, and delivery

Implement, Analyze, and Act

Customer engagement mapping allows you to more effectively create and communicate value to the customer, position you as expert, and build trust and credibility more quickly. Thoughtful engineering of messages provided to your customer along the demand generation process will guide them to a closer relationship with you.

Where have you had success in pulling the customer through your lead communication cycle?

All you want to do these days is blog, blog, blog

2010-10-20T13:46:00.006-04:00

Interesting study out of eMarketer and published recently in B2B : "34% of U.S. companies currently use blogs for marketing purposes."*

In fact, the study states that blogging activity will rise to 43% by 2012 (excluding microblogging and social network activity).

Why? As stated in the study, more companies view blogging as an effective means of supporting key marketing functions (brand building, lead generation) and as a way to enhance customer support/service.

I also like to think of blogs as an excellent "equalizer" of brands. Where one company may have the financial resources to pour into an integrated campaign (PR, print advertising, SEM, direct, etc.)...another in the same market space may not.

Blogs level the playing field by providing companies large -- and small -- with an opportunity to develop an incredibly personalized marketing tool without the need to overinvest in terms of hard dollars. Can you spend thousands of dollars developing a customized, interactive corporate blog? Of course. Must you? No.

Just consider:

Tone. Particularly important if blogging is used to support branding activities. The most basic rule of branding is that the brand personality must be present and consistent throughout all communications. Consider the tone of your brand and execute it consistently within your blog posts.

Objectives. Be clear about what you hope to gain from your blogging activities at the outset. If your blog is intended to support branding activities, to present the essence of your company's brand, it may not be realistic to expect leads from your posts. (It may happen of course...it just may not be an expected outcome.)

Demand Gen. Do you have a clear picture of how your blog will fit into or support your demand/lead generation activities? Are all demand gen activities working together in terms of timing and message? What are your key performance indicators for your blogging activity -- and are they realistic given the other components of your program?

If the blog is intended to deliver leads, is the content fully in tune with your target audiences? Use keyword research tools to help understand what terms your target audiences are searching for and how you can organically include them in your posts.

Have a plan for where the blog will take your visitors after they've read your content.

If the blog supports other efforts (ex. serves as a call to action) make sure the transition from that tactic to the blog is logical.

Of course there are more things to consider when preparing to launch your blog, or improve your current efforts. These are just food for thought.

How can blogging benefit your top-line objectives?

*Source: "Study says more companies blogging," B2B, Posted 10/20/10

B2B Creative - "Smart" Thoughts for Today's Market

2010-10-06T15:00:00.004-04:00

Today's B2B Agency Creative Director faces new message delivery challenges (and opportunities) we couldn't have imagined a few years ago.

Smart phones, Apps, Social Media, QR codes, YouTube -- the landscape changes fast and you need the ability to adapt quickly. Long gone are the days of creating an ad, laying out the "capabilities" brochures for lead response and the "possible" call center follow-up.

Just as the Internet changed the push/pull dynamic, Smartphones are changing some sales processes. Being in a meeting no longer means being out of touch. And phones are being used more than ever to advance face-to-face sales.

Maybe it's an obvious question, but what's the impact on creative?

Tried and true design approaches don't necessarily work on a 3 x 4 inch screen. Maybe it's time to think "inside the box". What works on the small screen? How do we develop visual/creative solutions that work in the new hand-held era? How are messages, brands and images created, supported and maintained through a phone? As creative folks we must use unique navigation and data content mapping combined with simple and easy-to-use fingertip-friendly designs to yield the best functioning creative product.

With iPhones, Droid and Blackberry devices becoming the future of just-in-time delivery of sales and marking information to your sales force (and customers) our clients are looking to us to find the right mobile solution.

It's time to think and create "smart".

Organic Search and the Importance of Being Yourself

2010-09-28T11:48:00.003-04:00

Just finished updating a keyword list for a client. Since they provide a seasonal service, it only makes sense to pay to optimize those words that are relevant to the season. You already know this, right?

What's been bouncing around in my mind since the client sent over their ideas for the winter list was a phrase they wanted to include:

Tax rebates.

To say that this is generic is an understatement. They don't offer tax rebates. And the product that they do sell is one of hundreds that qualifies for a tax rebate.

As I think about it, I hear a little voice in my head -- the voice of a former colleague and something of a mentor. He used to say: "You can be anything you want to be. Make up your mind what that is, and promote it."

With all due respect, in the case of search, I beg to differ.

Search is about a customer looking for a specific product or service to fulfill a specific unmet need. (Again, you know this.)

"Searchers" are going to pretty tweaked if they click on your link (I'm talking organic here) only to find that you offer in no way, shape or form, the product or service they want.

The point? When it comes to search, you can't be all things to all people.

This is a lesson I learned first hand while attending a seminar at Google's NY office last year. Organic search works best when specific search terms lead to matching content.

If you're going to take the time to execute an organic search program -- and we suggest that you do especially for B2B -- consider:

-- Who is your best online audience
-- What are they likely to search for
-- What specific need to they want to have met
-- What matching online content can you provide as a search result
-- What are your competitors offering
-- Once they land on your results page, how can you gently lead them through the sales process?

Now get on out there and be yourself!

(Audience-relevant) Content is King

2010-09-22T15:08:00.005-04:00

We're in the early stages of helping a manufacturer based in China enter the U.S. market.

While the details are confidential, let's just say their product line is in a highly competitive market -- one with established, experienced brands with lots of marketing moola to ensure their positioning.

As we prepare to Westernize the brand, we are encountering research that shows the potential for Chinese manufacturers is great in the American market if they can overcome one key dynamic: the preconceived notion that Chinese products can be lacking in quality (because they are low in price).

Well that's okay. We never intended to sell on price.

So why blog about this?

It reinforces one of our most important messages:

Audience relevance is critical to marketing's success.

Fancy campaigns won't move the needle if you fail to understand what motivates buyers and connect their need to your solution. Whether it's a plant manager, a CFO or a college dean. Each buyer is motivated by something specific to their function and the subsequent accountability.

One of the most successful B2B campaigns I ever had the honor to work on took this thinking to the highest level -- for construction equipment of all things. When we worked really hard to understand why target audiences should care if the wheels moved seamlessly over a curb -- and made sure that they understood how this benefitted their role and responsibility...wow, the results.

Understand your audience. Deeply know what motivates them to buy. Truly know your company's and your product's strengths (and weaknesses). Compare them honestly to your competitors.

And craft your marketing messages with the end-user squarely in mind.

If this is the biggest change you make at the end of 2010, or for all of 2011, it might be the one with greatest impact.

Bridging the Gap Between Sales and Marketing

2010-09-14T12:55:00.005-04:00

As my colleague, Jody Jacobs heads off to the 27th Annual ISBM Members Meeting (Institute for the Study of Business Markets), those of us holding down the fort (and a tish envious) are having our own discussion about the importance of aligning sales and marketing teams.

And how difficult this process has been for various clients over the years.

The benefits of fully aligning sales and marketing efforts are indisputable. When both "departments" work together to understand the buyer's needs and define the company's product or service in audience-specific terms, business grows. Alignment of and integration between the two silos yields profitable growth.

Why then, does it tend to be so difficult to bring the two together?

I can't answer that one. What I can do, while I wait for the new ideas that Jody will bring, is offer my thoughts on how to at least get the ball rolling. Thoughts that are based on actually helping a major manufacturer bring the two groups together. And watching the company subsequently grow from less than $100 million to over $1 billion.

Some basic steps:

1. Executive buy in
As with any major initiative, you need buy in from the top. You need a champion. Someone who understands the benefits, the challenges, the process and the resources necessary for succes. And the power to say, "I want this to happen and I'm willing to make it happen."

2. Understanding of the current processes
How do sales and marketing currently communicate? Where does product development fit? How does marketing create the messages that are used to raise awareness, generate interest, and move prospects to action? How does marketing select the tactics that are designed to generate leads? What role -- if any -- does sales play in the marketing process (message development, tactical execution, overall strategy, etc.)

3. Understanding buyers
When the aforementioned client grew, it was due -- in part, not entirety -- to the manufacturer's desire to bring the customer into the sales and marketing process. Here is where the alignment internally began. Sales was charged with delivering key customer insights that could be used by marketing to better intrigue and engage prospects in an increasingly competitive environment. Sales became an integral part in marketing's ability to understand and therefore reach -- on a far more powerful and personal level -- the buyer. Seems so obvious doesn't it? But how many organizations really execute this? And on a regular basis?

4. Improving communication between marketing and sales
Many companies correctly use marketing to support sales in many ways. Lead generation efforts, sales support materials, are such examples. But there are other ways in which marketing can support sales that are often left behind -- and with budget cut backs and time constraints we understand why.

But if growth is on your mind, I urge you to challenge this thinking. How can a planned, regular and ACTIONABLE communications effort directed at your sales force improve your company's top line performance?

I'd guess: substantially.

Don't just jump in. Ask the sales force what they need and how they want it delivered. Don't give them a monthly email if they rely primarily on their phone for communication. Don't give them updated brochures if what they really want is market data and trends.

Ask: what will help you penetrate key accounts or move a prospect into the buy column? How do you want to receive that information and how frequently.

Depending on the answer, bite off what you can chew and get started.

REMINDER: Establish key performance indicators before launching the initiative. Know what you want to measure before you get started...then measure, re-work and re-launch as necessary.

Take the leap.

Social Media for B2B Marketers

2010-01-26T09:29:00.002-05:00

Yesterday, my associate, Jody Jacobs, led a roundtable discussion at the World Trade Center, Central PA .

The topic was a hot one: Integrating Social Media into your Marketing Mix.

The lively session provided attendees with excellent tactical ideas and best practices related to Linked In, blogging, twitter, and Facebook.

But I found myself scratching my head a bit as discussion swirled about using Twitter to dramatically expand one's reach (as an example).

There seemed to be a missing element in the discussion.

The customer.

Naturally, Wavelength agrees that social media tactics should play an important role in a company's marketing strategy. To one degree or another, most audiences are online doing "something" and marketers -- even those that are industrial in nature -- must use online forums to demonstrate value and build relationships that ultimately generate sales.

But where we seem to differ is in the focus on the customer.

Most marketers don't have unlimited budgets and they certainly don't have unlimited time resources. They are pressed to select the "right" tactic that delivers the "best" outcome and can be measured. For many, there is pressure to launch successful social media campaigns in addition to increasing sales and growing market share.

But where to start? Yesterday's discussion left me feeling that some consultants might select a tactic and advise the marketer on how to properly execute.

This feels like the cart before the horse to me. And goes against our agency's principle: Customer-centric marketing.

And in order to execute targeted marketing strategies that truly reach prospects where they are and deliver marketing content in a format that they desire in a time when they are most likely to receive it you have to actually understand what the customer is doing online.

What value does a marketer receive, for example, when they set up a FaceBook fan page, if their customers are not predisposed to use this forum to receive valuable product information?

Without sounding stodgy and old fashioned, I'd have to say that the take away here is the same one as always:

-- Any marketing tactic must support the overall strategy. This is true whether you're talking about a brochure, a white paper or a Twitter campaign.
-- As with any tactic, you must establish an objective and reasonable outcome before getting started
-- Without a clear understanding of what your customers and prospects want from you online, and what they are doing online, it would be difficult to deploy a social media strategy that doesn't somehow mis-use resources.

Put the customer first. What content of value do they want from me? White papers? Customer service updates? Discounts? New product information?

Where are they going -- currently, without my efforts to create a destination -- to find information about my products and services?

Which social media tactics most effectively allow me to reach my customers and prospects?

For marketers who don't have unlimited resources, marketing programs become about selecting highly targeted tactics. Understanding customer behavior and thinking about marketing from the customer's point of view is the natural place to start.

Marketing ROI -- Part one

2009-10-15T13:35:00.008-04:00

Hey all.

As 2009 nears a close, the annual year-end theme song begins to play. It sounds like this:

"I spent all this money on marketing. What do I have to show for it?"

I'd say folks are singing a little louder and a little harder this year. Especially because of the other common theme: The "we cut our marketing budget across the board with little thought to the impact on results" song.

Is this you? Do you want to stop spending money on marketing and yielding little or moderate results? Start with an honest audit of what you are doing.

Ask yourself:

1. Were my expectations for the campaign or program realistic? Did I attempt to take down an elephant with a rubber band? Is it realistic to send 150 emails to one list (that has never heard of you) one time and yield more than 3% in response? Be honest. If you're expectations are out of alignment with your activities, then you are doomed to repeat this error again. And again.

2. Was your program properly funded? This goes hand in hand with Number 1. There are many ways to establish a budget. The key is to fund appropriately. What is the goal? What is needed to achieve the goal? If you don't know, seek professional assistance (even if that is just a consultant who does not execute and therefore has no stake in the answer).

3. Have you given your program enough time to work? How much time does it take for a marketing program to yield results? It can take between 12 and 18 months for a program to catch on, build momentum and yield measurable results that can be tied back to the marketing efforts. It all depends on existing brand awareness, your understanding of the market place and customer needs, buying cycle, program timing, etc. Just don't fall into that trap of trying a mailer once and killing the planned campaign because the first mailer didn't ring the phone.

If your marketing didn't yield desired results in 2009, it's time for an honest assessment of what might be going wrong. Without an accurate understanding of the past you can't plan for a more successful future.

We're going to continue to cover this topic. More later. And thanks!

Are B2B marketers ready for twitter?

2009-10-12T15:18:00.007-04:00

Hello all,
Excellent article about Twitter and B2B in the recent B2B Straightline Direct.

Is the b2b (business to business) marketing world ready for Twitter?

I'd say yes...and no.

Yes? Because almost every client we have wants on board. And no because most of them are clear on why they should be tweeting and what they'll get out of it.

We council them about Twitter as we would about any marketing tactic:

1. What is the purpose of Tweeting? Be specific. Don't just set up an account because your competitor has one (if I had a nickel for every time I heard that rationale...). Set up an account, tweet, search, and follow...with a purpose. To cultivate partner relationships (as the article discusses), to create the impression of being a content expert, to extend customer services policies. Establish a reason for investing time into this tactic, and be consistent, again, as you would with any marketing tactic.

2. Set realistic expectations for your efforts. As the article mentioned above states, there is little proof of a connection between Twitter followings and sales leads or orders. Setting realistic expectations goes hand in hand with Point #1 -- know what you want to get out of your activity...and measure "results" based on that specific purpose.

As with any tactic, having unrealistic expectations can spell the (ugly) death of any activity.

3. Have the basics covered. Is your web site customer-friendly? How about your print materials -- are they integrated with your other marketing tactics? What about public relations -- are you leveraging media channels to create awareness and generate leads? No? Well we suggest covering the basics before entering into the social media world. Chicken before the egg and all that.

Not to say that there isn't value in tweeting and other social media tactics. It's a time and resource thing, right? Gotta get on base before you can steal second.

We welcome any thoughts on Twitter and B2b. Feel free to share.

More later...

Automakers look for cost-savings from agencies -- and just about everyone else

2009-10-12T14:28:00.003-04:00

Yes. It's been a long time since we've posted. We have good reason. We expanded the agency this summer by bringing on a new partner. Jody Jacobs joined us in August. She provides the global experience we've been seeking, as well as high-level, strategic marketing program development. Learn more about Jody here.

But the real reason for my post....just read the blurb in the Wall Street Journal about Automakers seeking to cut costs by rethinking their long-term ad agency agreements.

Check out the article, if you're so inclined. (Automakers look for cost-savings from agencies)

As the owner of an agency with a business-to-business marketing focus, I think the auto makers are right on. A nod of respect to large, established agencies, but for many marketers, especially those in the industrial or manufacturing sectors, paying for the overhead associated with large firms isn't necessarily feasible these days.

With the exception of a few behemouths who can win business based on the creatively outstanding work they've delivered, agencies should rethink the way they are structuring their costs and serving their clients.

Marketers want the most bang for their buck. They aren't as likely to get this from large firms with established infrastructures. Agencies that are thriving today are those that are seeking partnerships with firms that offer complementary services so they can help clients without burdening them with overhead.

Agencies that are thriving today are those that are helping clients use their budgets as wisely as possible. Maybe that means replacing a standard print campaign with online activities -- a reduction in fees for the agency, but a potential boom for the marketer.

It's not just the auto industry that should consider an agency review. Medium and small manufacturers may want to consider it as well. The recession will subside. Some sources predict a rebound in 2010. Manufacturers who are smart about their marketing (among other things) will be positioned not just for recovery but for growth.

An agency -- and marketing audit -- can be a first step in securing market leadership.

As a marketer, make sure you ARE getting the biggest bang for your buck. Conduct an audit. Ask questions of your current agency regarding the SMARTEST options for your marketing investment. Think outside the box with regard to resources (ie. a small firm may still be a highly qualified option that can provide great services). And if you haven't already done so, craft a strategic marketing program for 2010. The road to success begins with a map.

More later.

Search Engine Marketing Best Practices

2009-06-19T09:13:00.000-04:00

I just read an instructive interview in BtoB magazine -- Chris Baggott of Compendium Blogware provided excellent insight into the importance of organic search and blogging.

Mr. Baggott correctly states that almost all clicks on a search engine results page happen on the organic, not the paid advertising side.

And yet...many marketers remain focused on Pay Per Click campaigns because it's more trackable, more manageable, more...well...more talked about.

But from where our agency sits, there's more opportunity for connecting with prospective buyers via a organic search program vs. a PPC program.

Connections = conversions.

Conversions are the holy grail of marketing -- especially when marketing in a recession.

I love how Mr. Baggott states: Searchers only care about one thing -- their search.

An organic search program allows marketers to reach searchers (read: prospective buyers) in so many more ways (times and places) than a paid program. This is particularly important when so many marketers are cutting budgets or trying to figure out where their dollars are best spent.

A b2b search marketing program that is organic in nature offers many opportunities for customer engagement: Online syndicated content. Carefully-crafted, keyword-laden, topic-specific landing pages. And blogs.

What matters most in your search program is the customer. Whatever your search strategy is, you must be aligned with the customer in order to make those critical connections. What are they searching for and what phrases are they using? Are they using ductless mini-splits or cheap air conditioning? Recycled poly furniture or plastic lawn chair?

Find out what they want. Then give it to them.

Success is borne in a broad-based, customer-driven search strategy.

Now go get 'em!

McDonald's and Smart Recession Marketing

2009-05-04T12:13:00.000-04:00

I love McDonald's for more than the fries (and yes, I'm brand loyal. Their marketing campaigns from the '70s suitably corrupted my impressionable brain).

I love what they're doing with their McCafe campaign. http://adage.com/article?article_id=136423

Not because I'm anti-Starbucks, although it's enormously frustrating to me that I like their coffee on the spot...but not when I brew it at home.

But because McDonald's is living what so many agencies preach in tough ecomomic times:

AGGRESSIVE MARKETING IN RECESSIONS CAN LEAD TO SIGNIFICANT MARKET SHARE INCREASES.

Whew. I got that out of my system.

But I BELIEVE in it.

McDonald's is launching what has been called their biggest marketing campaign ever. That's saying something. Fully integrated campaign designed to increase market share and revenues by $1 billion. That increase has to come from somewhere, right? Yep. From same or similar category providers who aren't marketing as aggressively...or might be in a tad bit of trouble.

Whether you are selling aerial work platforms or air conditioners, HVAC installation services or soap, the same principles apply:

1. Even in recessions, buyers are still buying. The cycle might be longer, but needs are still there.

2. In a recession, one or more of your competitors will STOP marketing.

3. That means that your customers have fewer choices...and more mind share.

4. This is your chance.

McDonald's is making an enormous investment in this effort. Success for your firm may not require such an investment. Just strategy and commitment.

Is there a lag in your market place? Competitor who's scaled back? Take action. Think about it. Thanks for reading.

Your (International) Web Site

2009-04-29T11:28:00.001-04:00

2009 has been a funny year. (now that I think about it, am I really laughing?)

We're encountering two recurring themes -- web sites are the marketing "tactic" companies are most commonly seeking and manufacturers are expanding into foreign markets in order to offset some US based losses.

Okay. Those two things don't define the entire universe. But you can't ignore a trend.

So that begs the question: How do the two efforts come together?

For starters, marketers must evolve past the standard thought process: "I'm doing business in Germany, I need to translate our site." (Our PR Guru is German by the way, so if you need German translation...)

http://www.wavelengthresults.com/agency/jennifer_taylor.asp

Effective online and global marketing integration in today's market looks more like this:

-- Translations that allow for regional content appropriateness (Glocalization)

-- Site tools that enable marketing material distribution to resellers and distributors, thus streamlining the building of the brand with new customers

-- online brand standards to ensure brand consistency from market to market

-- customizable marketing materials that are available to distributors on their schedule (i.e. when you're sleeping, they may be working. I remember having to coordinate with an overseas office back in the old days. The time delay from a business standpoint is brutal).

Then there's Search, Search, Search. (Has the repetition driven home the importance?)

The Internet has made your business a global one in ways you may already be aware of -- and some you may not. It's absolutely essential that you harness "technology" to the benefit of your global marketing efforts. Proper use of technology will drive results.

Search is especially potent for small and medium-sized businesses seeking to cultivate a foreign market.

It's possible that if you have a relevant product and a web site, that you've already gone global. Without even knowing it. (Search drives up to 40% of a supplier's traffic, BTW). What an interesting thing to consider.

Is your web site "ready?" Think about it...

Going Global?

2009-04-29T10:47:00.000-04:00

Whether your small, medium or large...these days, going global might represent a solid opportunity for growth. Some companies are entering foreign markets by carefully planned design. Others find that through a series of circumstances, they're a global marketer!

Effective global marketing requires more than translating your brochure and web site. To truly integrate into your chosen market, marketers must be focused on building -- and protecting -- their brand.

And striving to achieve regional relevance.

Relevance is key. According to Interbrand, 70% of your brand and its expression must remain consistent from market to market -- an excellent rule of thumb.

That leaves 30% for regionalized expression of your brand. It's this last 30% that often makes the difference between successful market entry and mediocre results.

Content is a marketer's best opportunity to achieve relevance. But in order to do so, you need:

-- an understanding of the relationship between the "end user" and your product/service.

-- the ability to deliver your message effectively

-- an understanding of the best channels through which your message can be delivered.

We suggest that you tap your feet on the street to gain this insight -- your distributors or resellers who are based in the new market. Engage them to find out what messages related to your product will best resonate with buyers in their market.

Be sure to use some of the Google Tools to help craft your messages (Google Insights) and plan your search strategy (Ad Planner). Proper planning ensures appropriate use of program funding.

We're finding that small and mid-sized firms are most intimidated by the process associated with "going global." But often, these are the folks with the most to gain from proper brand building and global marketing strategies. If you keep it realistic...and manageable, your company can achieve long-term growth abroad.

More thoughts on Going Global later. We'll talk about how to use technology to protect your brand AND get your message out.

...thanks for reading.

Recession Marketing Part 3 -- Integrate Online and Offline

2009-04-24T12:57:00.000-04:00

Some more thoughts on making the most of your marketing during these most unusual times...

We've talked about rethinking, not just reducing, your marketing spend, looking at your program as a whole to identify the best ways to invest your budget, regardless of its size...

But once your budget is properly invested, should you stop there?

No. Now it's time for message overhauls.

Many marketers do a fine job of making sure that their marketing messages are customer focused (and some don't, deferring to inside out messages that don't resonate with buyers). But is crafting messages that present the ways in which your products or solutions solve customer problems enough?

No matter how good your creative is, there's always room for improvement.

Message relevance is an excellent way to connect with buyers and outwit competitors.

There are online tools that offer invaluable insight into the phrases that customers use to search for solutions. This information can not only be used to enhance your search rankings by integrating it into your content and navigation strategy. It can be used to enhance your offline efforts and improve the effectiveness of your print materials.

Google has unveiled a pretty cool tool that allows marketers to find out what phrases marketers are really using when they're searching for products and services (hint: it's not Google Keywords and if you'd like to know more, shoot me an email). Basically, you can learn loads and loads about what your customers are thinking. And apply it to the materials that drive your customers where? Back to your web site where you can draw them ever deeper into your unique and meaningful benefits.

I'll say it again because it bears repeating: these are not days to be wasting marketing dollars. These are days to be maximizing the awareness you have, and engaging customers for that moment when the tide turns positive again.

Use every trick in the book (that's ethical) to position yourself for success.

I'm giving a presentation on global marketing tomorrow, so we'll take a hiatus from recession marketing for a few days. Can't say I mind. Is anyone else tired of bad news?

Check back tomorrow...thanks for reading

Recession Marketing Part 2 -- Don't reduce, Rethink!

2009-04-23T13:42:00.000-04:00

In spite of some moderately good news about the economy, and how we may have hit bottom in some industries, how to market in this environment remains a hot topic for many B2B marketers.

Yesterday, we established that ceasing marketing altogether is a very dangerous proposition for any company, regardless of size. I remember in the late 90s when a prominent construction equipment manufacturer decided not to exhibit at the industry's most important show. THE most important show...the perception was that they were in trouble. And it opened the door for smaller players who effectively chipped away at their market share. Supports the point about the dangers of going away...

But for many marketers, budget cuts are essential in order to preserve jobs and other key assets.

So where does that leave us?

We'd suggest as a first step: Don't just reduce: Rethink

Don't just apply budget cuts across the board to activities you're already executing. Or simply drop tactics based on percentage of budget.

Step back and look at the program as a whole.

What is the best use of this entire pool of funds? At this time, is it most wise for me to pull all print dollars and beef up my PR campaign? After all, if you're cutting from 12 ads to 6 that's one thing. But if you're cutting from 12 ads to 3 -- and not beefing up other areas of your integrated plan -- what do you think you're REALLY gaining from those 3 ads? Could the money be spent with greater impact and return on objective elsewhere?

When customers are dodgy, it's hard to internalize the fact that now is a great time to pick up market share and position your brand for growth when the market rebounds. But that is exactly the case.

So don't just cut. Rethink. This is your chance to make the most of what you have. And still achieve your goals. Or at least position your brand for success.

More next week...Thanks for reading.

Recession Marketing Part 1

2009-04-22T14:16:00.000-04:00

I read a quick blurb in The World Trade Center's Intelligence Brief (this is a trade organization for companies who export). (visit http://www.hwtc.org/)

The Brief discusses the pros and cons of pulling back on marketing during a recession. Here's a link in case you want to check it out. It's a quick read, but insightful. http://www.strategic-briefs.com/BIB/WTCCPACurrent.pdf

Unlike many articles that discuss recession marketing, this one makes a clear connection between ceasing marketing activities and customer perception.

From a financial standpoint, cutting marketing and advertising when times are tough makes perfect sense. But from a long-term growth perspective....not so much.

As the Brief points out, when you cease marketing, you leave your most important assets vulnerable to competitors, those being your customer base and your brand. It's only logical for customers to think you might be in trouble if you don't maintain some form of visibility. You can guarantee that one company in your category will use the current economy to increase market share. The relationship between recessions and marketing is a consistent one: someone pulls back, someone moves in.

Which position do you want to take, with an eye toward the future?

As an agency, of course we understand the need to maintain jobs and manage budgets.

We'd simply argue in favor of SMART spending vs. no spending. What people might not realize is that cutting a budget without rethinking your strategy might be just as bad as stopping altogether. After all, when resources are limited you don't want to waste dollars by spending them where they are ineffective.

Today, I just wanted to introduce the article and an objective, non-agency perspective on the importance of marketing during a downturn. Next, we'll provide valuable, real-world ideas on how to be the marketer picking up market share and comes out a winner when the market rebounds. More later...

Customer Retention vs. Customer Acquisition -- Which Makes More Sense in Today's Economy?

2009-04-07T15:27:00.001-04:00

In a recent interview with B2B Magazine, Jeffrey Mills, director of marketing at Sage North America’s business management division, shared the company's top marketing priority: "engage current customers and ensure they're active" with the company...

Customer acquisition? Important. But second.

We agree wholeheartedly with Mr. Mills' approach and think focusing on customer retention should always be a top priority for marketing department (and we're sure it is for Mr. Mills).

But marketing to existing customers often becomes an afterthought for busy marketers, especially when the corporate objective is to expand market share and cultivate new customer relationships.

Customer satisfaction, as we've all read, is worthless these days. Customer loyalty is the holy grail. A loyal customer is less susceptible to competitive messages and not only returns for your products and services on their own volition, but advocates on your behalf when appropriate.

Loyal customers help companies weather uncertain economic times.

Creating customer loyalty requires patience and a committed focus on achieving that specific goal. Marketing should identify key customer touchpoints, and identify ways in which to significantly enhance the customer's interaction with the company.

Identify additional services that benefit your customers, provide a revenue boost for your company and deepen the customer's relationship with your product.

Customer engagement strategies can go a long way to protecting a marketer in an economy as rocky as this one. Companies that do it right come out winners over the long-term...

B2B Search and Google

2009-04-04T22:01:00.000-04:00

I attended a BMA event in NYC on Thursday. Google was kind enough to host and two of their B2B search gurus were featured speakers.

No surprise, it was a top-notch event. Google knows its brand and is skilled at "living it." You can feel the brand, even in intangible ways.

The big surprise of the evening (at least to me) was the ways in which search differs for B2B vs. B2C.

B2B searchers, Google says (if Google could speak) are much more picky about their results. As marketers, we've been trained and are in turn training our clients to focus on first-page results. Hone your message, craft your advertising so you can appear on page one.

Still important in the B2B world...but data indicates that many B2B searchers -- especially those searching industrial or highly technical solutions -- will go much deeper to find the RIGHT solution. 5 even 10 pages deep.

B2B marketers, Google "says" will use longer search phrases. Where a B2C searcher will use a 2 maybe 3 word search string, B2B marketers are more complex -- stringing together longer search phrases (up to 5 or 6).

Excellent insight made even more powerful by the analytic and planning tools offered by Google, Twitter and others.

The lessons of the day? (at least for me...) B2B online search is more than a growing media deserving of precious marketing dollars. It's one that requires specialized understanding by agencies to fully capture the opportunities on behalf of their clients.

ROO vs. ROI

2009-03-26T18:38:00.000-04:00

Just read a great (and quick) article about measuring ROI of email campaigns.

Consider New Methods to Measure ROI on Email Campaigns (B2B) urges marketers to expand their view of ROI to include referrals (lower cost of customer acquisition) and social media integration (product/brand advocacy).

Excellent ideas.

I'd say it's equally important to focus on long-term results -- Return on Objective.

We're finding the problem with ROI in today's "justify every dollar" market is that it becomes so tactically focused. Not that that's a bad thing. Just that it's not a big picture view.

Measure in the moment, yes. Doing so allows you to tweak, refine, improve.

But plan for measurement over the long-term. Return on Objective -- where the campaign gets you after 12 or 18 months -- may provide a better picture of how your overall strategy is performing...

Creative for the heck of it?

2009-02-03T16:30:00.000-05:00

I saw the craziest web site today. I mean "out there", wacky crazy. No nav. No copy until you clicked on pulsing parts of an image (no, it wasn't a naughty site). No nothin'.

Admittedly, our agency isn't on the cutting edge of New Media. And we aren't doing a ton of flash or high level "image only" sites.

But I'm thinking...in today's world where buyers of ALL types are busy busy busy...where budgets are being scrutinized and cut to bare bones...where marketing spending is being held to higher levels of accountability than ever before...

In this climate, shouldn't we be using our web sites to communicate with our buyers? Is this the time for creative for creative's sake? Or should we be using every opportunity to connect and immediately help build a sense of value as we walk our prospects toward a feeling of comfort and ROI...

Yeah, this site looked cool. But I'm going to stick with sites that connect, deliver relevant content and drive value.

Thoughts?

The Value of Customer Service

2009-01-15T16:08:00.001-05:00

I admit that when a person gets caught up in the throes of a busy day, and busy schedule, a busy life it's easy to forget the value of our relationships.

When you're in business, those relationships also go by another name: Customer.

I got a good lesson in customer service today.

More importantly, I got a lesson in the value of relationships no matter the size of the customer.

I've been working with a regional media channel for years. I've had 4 account reps in 5 years of placing media with this group.

Okay. The media we place is small. Maybe that puts us at the bottom of the experience chain. Fair enough. Not ideal, but fair.

I've been trying to contact media rep #4 for weeks, no response. I admit, I'm using email. I like email. I can use it at midnight.

No answer. I call today.

I learn my rep quit. That he gave notice in DECEMBER. and I am just now being told. With a material deadline looming.

I'll spare you the rest of the details and focus instead on the message: "You're just not that bigadeal."

Huh.

I guess even in this tough economy there are folks faring so well that customers of every size just don't matter. Just the bigger ones. Forget about the cash cows, like our account, that place media faithfully year in and year out with very little (actually NO) effort required by your sales team. The billings aren't big enough (the profit margin should be). We'll get to you when we get to you.

That's pretty poor customer service. And a terrible way to build a relationship. And relationships build businesses long term.

I'm glad I got this reminder today. That customers of all sizes matter. They may not be a fit for your organization, but they matter. And they talk...

I'm liking this lesson. Especially in today's economy. It won't always be bad out there...but it might get worse for those of us who forget the value of our relationships...

Just food for thought

Resolve to be Relevant

2008-12-29T08:08:00.000-05:00

It’s 2009 (or just about) and it’s time for resolutions. Most are made for personal change or improvement but if you are responsible for the marketing and advertising for your company in 2009, maybe it’s time for a business resolution.

Make sure your marketing and advertising messages are relevant to your customer. It’s tough out there. The economy is slow (or in some circles, maybe on life support). You can use this time to your advantage since one or several of your top competitors are cutting or even killing their marketing efforts. Leap ahead of your competition while they may be hunkered down in the bunkers and ducking for cover.

But, you need to grab your customer’s attention with relevant creative and copy. Buying is down, budgets are frozen, and growth is slow to stagnant, but companies still need to make purchases. So they are out there shopping. Are you getting noticed?

Now is not the time to be clever with kitschy creative, lofty cerebral branding initiatives and crazy concepts. You need to cut through the clutter, reach your buyers with messages that solve their problems and heal their pain. You need to be out there in the market, but do it smartly. Give your customers a reason to call not a bunch of fluff.

Build new relationships and strengthen your old now and you’ll find yourself coming out of the down economy on top!

A New Year, A New Way to "Change"

2008-12-28T12:59:00.000-05:00

"Change" was a pretty important topic in 2008. Change we can believe in, we are the change we seek.

A year's end is a traditional time for reflection. Whether we create formal "resolutions" or not, this is the time when many of us take stock and identify ways to change ourselves. Lose a little weight. Regain a little hair (??!!). Mend fences. Read more. Watch TV less.

I'm a foster parent. Well, I was until about a week ago when the children I've lived with for 18 months were moved to a new home to prepare them for reunification with their mother.

Foster parenting is tough. Parts of the child welfare system in Pennsylvania are antiquated and some private and public agencies are corrupt in spite of regulatory review and oversight. I could go on about what it's like to be within the system. Dear reader, your hair would stand on end if you knew what our state agencies did -- and didn't do -- on behalf of Pennsylvania's weakest constituents (foster children).

Today, that's not my point.

My point is change. Here's where you come in.

As a foster parent who is also a professional, a business owner, I often met other professionals who admired what my husband and I do, but said foster parenting was not for them. No judgments for people who correctly admit this is not their calling. It is grueling work.

But there ARE things people can do to help kids in need of nurturing homes. Little things. And each little thing helps bring about positive change for one child, or many children.

Some ideas:

Donate. Find an adoption/foster care agency and ask what type of financial support they might need. Gifts of all sizes are welcome. Agencies like Bethany Christian Services* have gift catalogs that assign specific dollar amounts to specific needs. Like $35 for a child's winter coat. Or $75 to help a family pay utilities for a month. Or $4 for 4 chickens for a family in Ethiopia. http://www.bethany.org/lancaster

Get Certified. Maybe you don't want to be a foster parent. How about a respite parent where you provide 2 or 3 day support for a foster child, while his "every day" foster family takes a breather. www.diakon.org and http://www.cobys.org are reputable organizations.

Advocate. Some counties, like York, have a CASA or Court Appointed Special Advocate who makes sure the child's needs are properly met in court decision making. This is a volunteer position. Believe me when I tell you CASA's are sorely needed ESPECIALLY IN COUNTIES LIKE CHESTER. Children need and deserve a voice.
http://www.pacasa.org

Ask for and support legislation. Did you know that it is legal in the state of PA to reunify a child with a parent who is using the child's social security number for personal gain? Yep. Learn the laws relating to child welfare. And advocate for positive change.

Raise awareness. Learn more about PA's foster children and our system. For example: There are more than 800 children awaiting permanent homes in PA. Now, talk about it. Talk to your friends, your minister, your hair dresser. Talk about PA's kids the way our newspapers talk about Puppy Mills (another important cause). Raise awareness about the need. Who knows who (whom?) you will inspire.

How are you going to change?

I have a few ideas in mind for myself. I'll be working with a state senator to change the ridiculous loop hole that makes identity theft a crime...but allows county agencies to overlook the crime and move forward with reunification. I'll be advocating for the placement of CASA in a certain county. And yes, I'll be foster parenting again.

Each of us does what we can, in our own individual way. My only goal is to get some people thinking about reaching out to PA's kids...Happy New Year and may 2009 bring you much health and happiness.

*In the interest of disclosure, I am a board member of Bethany, but use another agency's services.

PPC -- Make sure it's worth it

2008-12-26T08:24:00.000-05:00

We are believers in search marketing, especially when PPC is included in your overall marketing strategy.

But as with any marketing tactic, a PPC campaign should be well thought out before implemented.

What we find nowadays (nowadays??) is that small businesses or companies who are under intense pressure to deliver big results with small budgets are turning to PPC or SEO as the magic bullet.

Yes, paid search can extend your reach, bringing prospective buyers to your web site, expanding your footprint for a low cost.

But if you're a small business -- or prepared to only spend a small monthly amount -- be sure to consider the cost per click and how many people this will actually lead to your site before acting.

Let's say you have a budget of $500. Taking the cost of your keywords into account, how many people will this lead to your site?What realistic conversion rate can you expect? What is the net profit you expect from each sale...considering these dynamics, is this the best use of your budget?

Could a national (or regional) PR program reach more people? Yes, PR takes longer to take hold and show results. But when the difference in reach is thousands of eyeballs versus hundreds (or just dozens as may be the case with search), I think PR might be the better investment.

We're not steering clients away from paid search. Not at all. We're simply recommending that marketers carefully consider the potential for results with the budget at hand. And be willing to delay gratification if the budget can yield better results elsewhere.

If you determine PPC is right for you...make sure your web site is ready to handle the traffic. Put your best foot forward, be prepared to engage and maneuver prospects through your site, measure traffic and buyer behavior and set goals that you can measure and react to.

Just a thought...

Email and the Road to Good Will (and positive brand image)

2008-12-19T10:08:00.001-05:00

I'm on the email list for a regional HVAC contractor. I get a semi-designed email from them once a month, maybe more.

Yesterday I received the most interesting one of all. Instead of the "time to change your filter oh and by the way, we sell high efficiency heat pumps" it asked for my suggestion on a needy local family that the company can donate a system renovation to (sorry for the poor grammar here...)

Huh.

It was text only.

No design. No fancy wording. Just a simple plea: Our company is seeking to use planned down time to provide a free home heating system renovation to a local family in dire financial straits.

You, prospective customer, are invited to provide us with a suggested family.

What an excellent -- and interesting -- use of email. The gesture builds good will and positively builds the brand in my mind. It provides some means of engaging prospective customers and building future relationships. And certainly, measurement and trackability are built in assuming people respond.

Bravo to this HVAC contractor for thinking outside the box. And although we handle two competitive accounts, I have to admit, I'm rootin' for them.

Times like these call for tactics that build relationships. This was a good move.

Tough Choices in a Tough Economic Market

2008-12-18T15:40:00.000-05:00

We met with a prospect this week and were excited to hear about their budget cuts. Okay. We weren't excited about the cuts themselves. Neither were they.

What excited us was what they did with their marketing program when they had to cut the advertising budget first in half, then in half again.

They increased their PR activities. The Communications Manager said, "We figured we had a lot of leverage left from our previous ad campaigns. So we went after PR with our magazines and got tons of coverage."

It's a smart move. Keeps the competition guessing. Competitors may notice the change in tactics from print ads to editorial placements (and great covers). But they're less likely to assume budget cuts are in play.

Even smarter from a prospective buyer's standpoint. The marketer stays in front of buyers at a different budget level and maybe, just maybe, hits the buyer when their advertising resistance is a little lower. Let's face it. Buyers are thinking different things when they are reading relevant editorial vs. skimming past an ad...

The economy is forcing marketers to make choices. Some are cutting budgets deeply or entirely. Others are looking for smart ways to leverage what they have to spend. Bravo to the manufacturer mentioned above.

We'd like to know how other folks are employing smart marketing in these crazy down times... and if you're keeping your marketing plans fluid enough to respond to changes in the market.

If you'd care to share what you're doing during the economic "crisis" we'd love to hear about it...

PR and the Soft Economy

2008-11-21T13:02:00.000-05:00

The economy is soft and naturally, that has some marketers cutting budgets, or at least re-evaluating expenditures (we'd prefer to call them investments...)

The thing about a soft economy is that it presents enormous opportunities to smart marketers. In a time like this, you can guarantee that one or more of your competitors will slash the marketing budget, maybe even stop altogether.

Fewer ad messages mean less competition for your customers and prospects. Continuing with your program, could actually yield better results in a tough economy than when times were booming.

A soft economy provides marketers with an opportunity to seize market share, build brands and strengthen market positions.

Enter PR.

A solid PR program that keeps your brand front and center can enhance the perception of market leadership. It's also a measurable marketing tactic that can deliver leads. PR can also bolster a reduced advertising program until budgets loosen again.

In the absence of regular season baseball (hurry, April), I'm keeping my eyes on our client's key competitors. It'll be interesting who uses PR to make a market leadership move.