Categories for Uncategorized

Accelerating Your Rebound through Digital Marketing

Sean Parnell - Friday, September 18, 2020
We are proud to be a member of the Illinois Manufacturing Association (IMA). The following article, written by the Innovaxis content marketing team, appears in the 2020 Q3 Edition of Illinois Manufacturer.

Illinois Manufacturing Association Logo

The COVID-19 pandemic has put lives and livelihoods around the world at risk, and Illinois manufacturers have shared the pain. Manufacturers of any size could relate to Caterpillar Chairman and CEO Jim Umpleby when he said the pandemic’s impact was more severe than “any cyclical downturn we had envisioned.”

Crisis-driven orders for medical products, food and first responder equipment have kept some manufacturers busy, but that demand won’t last forever.

Most Illinois manufacturers anticipate a rebound, but they face concerns as they restart operations: returning employee health,

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How to Cut B2B Marketing Costs and Increase Leads & Sales

Sean Parnell - Wednesday, July 29, 2020

“Reducing marketing spending will, in most cases, only make a bad financial situation worse. You can almost never save your way to profitability.”
Craig Bloem, Inc.

When the market falters or new obstacles cut into your business goals, are you tempted to cut marketing costs? Be careful not to cut your leads and sales as a result:

How to cut marketing costs and increase lead generation and sales

Not all outsourced marketing is effective, so how do you select the right partner?

The right marketing partner is a cost-effective way to control costs without losing the momentum that marketing provides for your sales efforts. Here are some key criteria for identifying the partner – and the ROI – that you need.

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How to Grow Your Business Out of Uncertainty

Sean Parnell - Friday, July 24, 2020

Grow Your Way Out of Uncertainty; diverging pathway with signs pointing in different directions

If you’re struggling to conduct “business as usual” right now, you’re not alone. Whether it’s a global pandemic or a more ordinary hurdle, uncertainty can be crippling.

If you think of your brand as a story, “uncertainty” is your new villain – your nemesis in times of crisis. But there is a path to a happy ending, and we can help you get there.

Here are four steps for growing your way out of uncertainty.

Step 1. Embrace the Situation

Uncertainty is often a product of unexpected change; finding your way out means accepting that things are different. You certainly don’t have to like it. But there’s a lot of opportunity out there—there always is—though it can be stressful as we work through the churn.

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#fail: How to Create Google Pay-Per-Click Campaigns that Pay Off … for Google

Raven Chapman - Saturday, July 18, 2020

How to Fail at Google Ads Campaigns

A whopping 90% of internet search traffic takes place through the magic of Google, a company so ambitious that it named itself for a mathematical concept that means a number so big we don’t have time to explain it to you.

But that’s no reason not to trust them to help you play the world’s most popular pay-per-click competition, The Game of Google Ads.

This wild bidding war is perfect for the marketer looking to spend as much time and money as possible for results that are as predictable as ripening avocados.

Will your ad strike the right note at the right time with the ripe prospects?

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B2B Ecommerce that Drives Sales

Sean Parnell - Wednesday, July 15, 2020

B2B Ecommerce that Drives Sales

Welcome to the transactional side of B2B businesses: ecommerce.

Rising digital expectations make it difficult to keep up with the promise of one-click purchases (ahem, Amazon) but, if ecommerce is right for your business, it can create an entirely new revenue stream to supplement current sales, sell outside your current geographical area, expand into new markets, and appeal to those who want to buy without any human interaction.

Many, particularly manufacturers, have three main concerns regarding ecommerce:

  • Channel Conflict: businesses with channel partners and distributors worry that they will be stepping on the interests of partners they’ve built relationships with
  • Implementation: it is costly,
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#fail: 5 Ways to Fail Hard at Product Management

Raven Chapman - Thursday, July 9, 2020

Slime

A dream is a really fragile thing and market research is a death sentence when it comes to really stupid dreams…

Product managers – sometimes referred to as product marketers – are responsible for incorporating the voice of the customer into the development process to produce something – sometimes referred to as a product – that somebody will want to buy, possibly.

What is the big deal exactly? 15-year-olds can do it. We live in a world where it is possible to whip up six-figure profits selling slime out of your parents’ kitchen.

So when you hear the so-called “experts” droning on about things like “product roadmaps” and “market research,” just remember that a dream is a fragile thing and market research is a death sentence when it comes to really stupid dreams like becoming a millionaire by selling rocks or blankets with arms.

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SEO & The Role of Content Marketing

Sean Parnell - Monday, June 29, 2020

SEO & The Role of Content Marketing

“Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.” – Google SEO Starter Guide

Once all of your current web pages and blogs are fully optimized for SEO, you’ll see significant rankings increases often 2-30% or more. For keywords where you’re not yet ranking on Google page one’s top 3 results, you will need more content to drive them higher in addition to offsite link building, which we will cover later.

After brainstorming and prioritizing new content ideas, you will have a new content calendar. We recommend that you create at least three new website content items per month that include fully optimized page names,

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#fail: How to Lose Friends & Influence Nobody with B2B Social Media

Raven Chapman - Wednesday, May 6, 2020

How to Fail at B2B Social Media

“Everyone” knows that social media is the key to #success. “Studies” have shown that harnessing the power of so-called social “influencers” can yield ROI that is like, literally, millions of times higher than other methods of outbound marketing.

We’re not sure what other forms of marketing these studies measure but the point is, when you consider the fact that the top nine or 10 influencers count 500 million people as followers, the open rate on your latest email campaign is not even worth talking about. So how do you get there?
Experts say it helps if you’re already famous:

“It helps to already be famous or to become famous to become a social media influencer…”

— 

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#fail: How to Repel Prospects with B2B Email Campaigns that Go Nowhere

Raven Chapman - Sunday, April 26, 2020

How to Fail at B2B Email Campaigns

To:  Email List Person@gmail.con

From: Our New Marketing Intern

Subject: Re: Hi! Are you looking to COMPLETELY CRUSH your email marketing strategy?!! Read me! 😊

Dude:

Ever wondered why some email campaigns get results and others go so completely ignored that you find yourself googling the outage map? How is it possible for an email campaign to fail to connect to so many people?

It’s more than possible. With the right techniques, you can craft B2B email pitches so repellent they won’t even be opened by mistake. Here’s how:

  • Start with subject lines that are wordy,
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Brand Story & SEO: Increasing Website Conversions

Sean Parnell - Sunday, April 19, 2020

B2B Website Lead Conversion & Generation

To increase your website’s capacity to generate leads, many often turn to a commissioning new web design. Facelifts can help but only addresses the style of your brand and not its substance.

Savvy marketers know that you can increase traffic to your website with content marketing leveraged by search engine optimization (SEO) and PR to increase leads but that’s only half the battle.

While a creative, professional web design, content marketing, SEO, and PR are all important pieces of the puzzle, converting more website traffic into leads depends more upon how strongly your messaging resonates with prospects.

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