Cogitations, Ruminations & Recommendations . . .
From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
In B2B marketing programs, many companies confuse the decisionmaker who signs the purchase order with the decisionmaker who researches and decides which vendors to consider in the first place. They direct their campaign to the former when it should be the later…or better yet, to both.
Social media is a dynamic medium, changing every second. Your company’s social media headers are usually static, staying the same for months if not years. Yet, your customers & prospects see these headers more than they see your website. Therefore, update yours to anchor your social media by communicating a new facet of your brand …
When was the last time you had your logo refreshed? If it was more than 15 or more years ago, you may want to have it professionally updated. A logo is the first impression about your company that communicates leadership, modern, state-of-the-art, solid business and other qualities.
Do you know that YouTube is the second largest search engine, next to Google? Do you have a presence on YouTube that is anchored by keywords to attract your customers? Populate it with videos, product demos, thought leadership talks, etc.
B2b companies need to optimize visual content for their products, showing demonstrations, descriptions, etc. using still or video graphics. Wordy descriptions on website and social media will have less effect. Review your product line and plan to go visual.
Wonder if you remember when the car companies waited until September to introduce the new model year for all their cars? People looked forward to it. Consider creating your own “big event” focusing attention on new products or product upgrades and then institutionalizing it, doing it the same time each year.
Are you using pay-per-click advertising on Google? Most B2b searches for products/services like yours start there. Develop a campaign, then break down your PPC keywords and ads into many possible search phrases to more effectively target and reach interested prospects
Are your sales team and marketing team disconnected or in sync? Are they communicating your brand and messaging with one voice? Quiz them on their approaches and then fine-tune and sync them if necessary for maximum results.
I am always amazed at the number of companies, that are actually marketing companies, but have no marketing experts on their boards. Perhaps the problem is that they don’t think of themselves as marketing companies.
Corporate culture marketing: how many companies have the guts to ask their employees about the single most important thing that annoys them about working at the company. Insure their anonymity with a 3rd party survey app and you’ll receive valuable info.