If you read my last post, which spurred this follow-up post, then you know
that you have nine business days to get your B2B marketing plan done for
2015. Get on it, slow guy. Like now.
While the discussion of the five content marketing trends that should fuel
your B2B marketing plan was an active one, it was limited to content-driven
marketing. Yes, content should be a major part of your 2015 marketing plan,
but it’s not the be-all and end-all for many organizations.
So let’s go broader. Here are the five somewhat-misunderstood B2B marketing
trends that everyone ought to be paying attention to in the planning process.
1. Truly Integrated Marketing: Not Social. Not Content. Not Search. All of
For a while there, companies were disproportionately focused on search
marketing. And then, they were focused on social media marketing. Next,
content marketing.... (more)
I used to love lists. I am a card-carrying list maker since 1980. I still
prefer a good pen-and-paper list on a notepad to a Word doc, wiki, or
List-makers used to be somewhat unique, and kind of freaky types. Now,
everyone makes lists. People Magazine publishes the Most Beautiful People
list. ESPN publishes the Top Athletes of the Century list. Less known
publishers distribute some really fascinating material, like the 50 Best SEO
Blog Posts of 2009 or the Top 10 Most Important Tweets of 2009.
I am taking a stance against lists, if only for about one week. My ... (more)
New Media on Ulitzer
“I hear you guys are the social media gurus in this area. Can you help us
blow out our efforts on LinkedIn, Twitter and Facebook?”
These were seemingly innocent words from a prospective client, spoken just
last week. As we dug a bit deeper, the red flags started flying. He wants
help with social media only, and wants to address only those three
properties. He doesn’t want us to worry about how the website, blog,
search, email or other areas might impact social media. He is concerned about
tracking the effort, but his tracking and measurement will focus on volu... (more)
When I explain our business to people, I immediately get hit with questions.
And I love questions — it shows people are paying attention, interested
and engaged (or at least somewhat good at pretending to be). So questions
are always good. Sometimes what I hear, though, is somebody really looking
for us to confirm a myth for them. A few of those questions seem to come up
time and time again and are easy to spot. Here my Top 5 right now:
1). Why should we be on Twitter? I don’t care what you had for breakfast.
Well sure, I don’t care what I had for breakfast either, or proba... (more)
Personal Branding on Ulitzer
As part of my normal procedure before meeting with a prospective partner, I
explore as many of the company's marketing vehicles as possible.
Sometimes that list is short - a website and a brochure. Sometimes that
list is longer - a website, brochure, blog, social media profiles, search
engine listings, executive LinkedIn profiles, etc.
Over the weekend I went through this process to check out a prospective
partner, and ran into some good news and bad news. The good news is that
this company has clearly embraced the idea of expanding its footprint b... (more)