Most experts on the subject agree: the first thing you should do in a social media program is to monitor what’s already “out there”, meaning what’s being said about your firm or brand. It only stands to reason that what you learn from listening will help make whatever else you intended to do more responsive […]
Continue Reading Add comment February 11th, 2010
We sing the praises of email, and many of our B2B clients use it pretty religiously, too …primarily for nurturing prospects in the pipeline. But what about email for lead generation? On the surface, it sounds great: its cost is so much lower than postal mail, and the results can be known much more quickly.
But […]
Continue Reading Add comment February 9th, 2010
Anyone involved with B2B search marketing is well aware that it’s just not easy. After all, you’re dealing with prospects who are very intelligent, well placed in their firms, who are going to spend substantial time considering your solution (along with those of your competitors). Gimmicks just aren’t going to work in this scenario.
What’s worse, […]
Continue Reading Add comment February 2nd, 2010
Most studies of social media use have focused primarily on the question of adoption, or the rate of conversion of B2B social media skeptics into users. In contrast, the researchers behind Business.com’s “2009 B2B Social Media Benchmarking Study” take as a given that social media usage has already gone mainstream, and believe that the more […]
Continue Reading Add comment January 28th, 2010
It’s that season again, when it seems just about everyone is opining about what will make 2010 different from the past and how to prepare for it.
One of the better of these that we’ve come across is a post for ClickZ by (no big surprise here) Heidi Cohen. Heidi starts off with a review of […]
Continue Reading January 26th, 2010
Here’s a search engine optimization (SEO) pitfall that doesn’t get much press, so it’s sort of a “stealth” hazard: duplicate content.
As the term suggests, duplicate content occurs when two or more Web pages have the same content. This may sound implausible at first blush; but in fact it’s a big problem for B2Cs, who […]
Continue Reading Add comment January 21st, 2010
Well, the near-constant barrage of voices (including ours) urging your adoption of social media seems to be working: a recent Center for Media Research survey of media planners/buyers found that “having a presence on social networks” is one of the top priorities for media plans in 2010.
This has some folks concerned that such an […]
Continue Reading Add comment January 19th, 2010