b2b marketing

Three Simple Marketing Tools: Part I: Position Yourself as the Expert with White Papers

Sooner or later if you do any marketing online, you will hear about using whitepapers. But I wonder how many of the people who talk or write about them really know what a white paper is. The term has been around for at least 100 years and was first used to describe deep background documents or position papers published by the British government. They were called white papers because they were printed on white paper…

Posted February 6, 2010

Six More Savvy Rules for News Releases

1. Frequency. As I mentioned before, make sure your press releases are either newsworthy, or that they tell a good story: Quality always trumps quantity. But that said, try to make sure you issue frequent releases to help keep your name high in the minds of editors. 2. Target your releases. Don’t just send them out to every publication and PR service you can think of. Ask yourself who will find your release relevant and…

Posted May 24, 2009

17 Rules for Writing Press Releases

1. Make sure your press release is newsworthy. If it is truly a newsworthy story, editors are much more likely to use it. 2. If you are sending a release about a product or service, write a story about uses and benefits, not a blatant pitch for your business. 3. Write a compelling headline that makes people want to read more. We like to check the headlines we write using the free Headline Analyzer tool at www.aminstitute.com/headline/index.htm. 4. Use…

Posted May 3, 2009

How to Cut Marketing Costs with Newsworthy Press Releases

Let’s say you are spending too much on marketing and need to cut costs, or you want greater marketing exposure, but can’t increase your budget. One quick answer is to use the power of press releases to enhance your marketing. There are four good reasons for using press releases for marketing: 1. Press releases cost much less than other forms of advertising. They may be distributed free, or for a small one-time fee. 2. You can target…

Posted April 20, 2009

How Can You Compete Against Multi-Million Dollar Ad and Marketing Budgets?

The short answer is: You can’t – at least not head to head. But there is a mighty lesson to be learned about competing with giants from a small Australian company called Messages on Hold (MOH). MOH may no longer be as small as they once were, but they are still tiny compared to the major telecom carriers in Australia and the Pacific region. Nevertheless, in a very short time they have climbed from obscurity…

Posted April 10, 2009

The Secrets of Marketing In A Recession

Frankly, there are no secrets. Good marketing works in all kinds of economic circumstances. So, the non-secret to marketing in a recession is this: practice sound marketing, paying particular attention to the rules and techniques of direct response marketing: Start by understanding your market. Who are you already selling to and where can you find more like them? What do you know about them that will help you sell to them? What do they need…

Posted December 24, 2008

Buy No Media Until You Do The Following

In my last post, I talked about making sure you have a clear idea of your budget, specify who your target market is and where they hang out on the web before you ever spend a dime on your media buys. Yet there’s more to getting prepped for your media buys. Be sure to comb over your site with a detailed review looking for ways to improve the conversion process BEFORE you begin your campaign.

Posted June 13, 2008

Media Buying and Planning — Above All Else, Have the End in Mind

Going back to the second leg of your marketing stool — tactics — I want to talk here a bit about your media buying and planning. If you decide that a paid campaign, whether it be pay-per-click, ads in trade magazines, radio, television — anything that costs you more than your time (article marketing and networking on social websites and forums are examples) — you’ll need to get a clear view of your budget. More importantly, you’ll want…

Posted June 3, 2008

Transact and Track – The Final Legs of the 4Ts Marketing Stool

The article by Guy Masono I’ve referred to in the past describes the last two of the 4Ts as Transact and Track. I’m going to discuss in more detail what I believe these two mean for your marketing campaign. Transact, Masono writes, “refers to opening a two-way communication with customers and prospects based on the nature of an inquiry.” For example, your website has a lead-generating form that visitors may fill out in order to…

Posted May 12, 2008

Targeting Your Market – Drill Down to Its Core

Do you really know your target market? Do you know what they think? Where they live? How old they are? What websites they frequent? What keywords do they use when they search for something online? If you don’t – if you don’t live and breath and think as your target market thinks – you must find out, because once you do, then you’ll know how to market to them. You also will want to drill down and…

Posted April 20, 2008