The website socialmediab2b.com lists its 12 B2B social media predictions for 2012. No. 3 on the list: social media lead generation taken seriously – is a prediction that I like. It contends that more companies will launch programs to generate leads through their social media campaigns, and that the results will make it easier for C-Suite executives to take social media more seriously. I fully agree with that prediction, but it’s a year too late. (more…)
I just wrote a news release for a client that’s 113 words long. Clearly that’s too short – right? Or is it? Granted, it’s lean, but after reading it a second and third time (which is always good advice), the release is sound and ready for review.
It’s important to keep in mind that when writing for a B2B audience, news releases should be fairly straight forward, non-promotional and to the point. Readers and editors alike are looking for facts: what makes the product different from others; performance specifications; how it works, etc. Leave the fluff, and flowery adjectives behind – nobody cares about those things. That about sums it up – in exactly 113 words.
The financial lifeblood of most magazines, consumer or trade, is advertising. Magazines need them to help pay the bills, and advertisers need them to communicate to their target audiences. But not all ads are made the same.
The goal of an effective ad is to relay a single message. If the message is received by the intended audience – the ad did its job. But if eye balls glance over it and the page is turned, then the advertiser just wasted its money. So what exactly goes into making a business-to-business avertisement effective, and thus prevent the page from being turned? Three things: a clear message, brevity and good photography. (more…)
Things don’t stay the same for long, and that’s certainly the case in marketing strategies. We’ve seen this time and again, from the traditional newspaper and magazine buys, to the early days of radio and television, to online ads, to search marketing and social media – marketing strategies are constantly in a state of flux, always shifting and adapting with the times. (more…)
I’d like to think I’ve learned a few things over my years in business, not the least of which is how to initially approach a sales prospect in a meaningful and non-intrusive manner. It’s all about communication, of course, and properly setting the stage for continued discussions.
But this blog isn’t about prospect etiquette, or effective sales communication. It’s about how communication is sometimes handled across generational lines. (more…)
As some of you might have noticed, Facebook has undergone many recent changes to both personal profile and business pages. The look and feel of both entities have enabled users to more quickly and easily find shared interests, photos, and other items, making the Facebook platform even more opportunistic for businesses. (more…)
There’s no doubt that social media continues to make inroads in the business-to-business (B2B) arena. In his recent column, 11 Predictions for B2B Social Media in 2011, Jeffrey Cohen shares his thoughts on the areas where social media will make an impact. The two predictions that connected with me are sharing compelling stories and the year of conversions. (more…)
There may be no better way to get to know someone or to improve a business relationship than by breaking bread together. Earlier this week, our client, Dorner Manufacturing, broke a lot of bread with 14 trade press editors at Harry Caray’s Italian Steakhouse in Chicago.
The dinner, coinciding with Pack Expo, was Dorner’s way to thank the press for their interest and coverage of its product line over the past year. There was no selling or pitching, just a relaxing evening with good food, good conversation and good friends. (more…)
Just a few short months ago I was saying hello, and now it’s time for me to say goodbye and head back to school in the Big Easy. I have really enjoyed my time at LePoidevin Marketing, and am thankful to everyone here for this opportunity.
My goals this summer were to learn more about B2B marketing, receive hands-on experience with researching and writing, and to gain a better understanding as to how I might fit into the field of marketing upon my graduation. (more…)
Ink and relationships – in public relations it doesn’t get much better than that. And one way to get both is by hosting a media tour when, for example, a B2B client is launching a new product.
Most editors like the idea of getting out and meeting with a manufacturer, touring their facility, talking to engineers and seeing the product. The benefit of a media tour to the client is two-fold. First, they’re more likely to receive better coverage. Whereas a simple press release might get a client 100 words and a photo, editors attending a media tour generally write a larger story (400 – 800 words) on the client and their product. That’s because they’ve invested two days of their time attending the tour and need something to show from their investment of time and effort. (more…)
