B2B Marketing Consulting & Agency Services Blog

Joan Lunden, “The Journal” & Buyer Beware

Sean Parnell - Thursday, November 17, 2011

Joan Lunden & "The Journal"Buyer beware, indeed.

One of our high-profile clients contacted us to ask for advice on whether or not to participate in the taping of “The Journal.” After an introduction from Joan Lunden “herself” the phone was handed to a senior producer who then solicited my client for $22,900 in order to help fund a special that would go out on public TV and the internet to over one million viewers.

Since this did not pass the sniff test–no producer that we know of asks interviewees for money because they always need content, and they seek investors if they need funding–we recommended against this and contacted the Joan Lunden people through here website. We got this response below,

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ECM Keyword Searches: What Generates the Most Website Traffic

Sean Parnell - Tuesday, September 6, 2011

I ran a search for the following keywords on the Google AdWords Keyword Tool and found the following monthly searches—vendors and resellers of document imaging and enterprise content management (ECM), take note for your website content and SEO strategies. Keep in mind, however, that the more generic the keyword, the harder it will be to gain a foothold in the top three search results. Ask us about how to get around this.

Keyword

Monthly Searches

Scanner

20,400,000

Human Resources

11,100,000

SharePoint

6,120,000

PDF Conversion

3,350,000

IT Outsourcing

2,740,000

OCR

2,740,000

Scanners

2,740,000

Purchase Order

1,830,000

Supply Chain

1,830,000

IT Management Services

1,500,000

Risk Management

1,500,000

Invoicing

1,220,000

Workflow

1,220,000

Data Entry

1,000,000

ECM

1,000,000

Microfiche

823,000

Content Management

673,000

Online Forms

673,000

Scan Software

673,000

Data Management

550,000

HP Scanner

550,000

Medical Records

550,000

Storage Device

550,000

Canon Scanner

450,000

Document Management

450,000

Epson

450,000

Online Storage

450,000

Document Conversion

400,000

Scanner Program

368,000

Accounts Receivable

301,000

Computer Backup

301,000

Data Storage

301,000

Records Management

301,000

Windows Scanner

301,000

Benefits Compensation

246,000

Disaster Recovery

246,000

Document Scanning

246,000

Epson Scan

246,000

Network Storage

246,000

Scanner Printer

246,000

Archive Storage

201,000

Contract Management

201,000

Data Processing

201,000

Document Imaging

201,000

Business Continuity

165,000

Document Scanner

165,000

Manged Services

165,000

Online Purchase Order

165,000

Storage Server

165,000

Data Migration

135,000

Form Builder

135,000

Cloud Storage

110,000

Document Services

110,000

Email Management

110,000

Portable Scanner

110,000

Data Capture

90,500

Microfilm

90,500

Wide Format Printers

90,500

Wide Format Printing

90,500

Document Scanner

74,000

Wide Format Printer

74,000

Fujitsu Scanner

64,000

Patient Records

60,500

Storage Backup

60,500

Electronic Forms

49,500

Kodak Scanner

49,500

Form Processing

40,500

SharePoint Document Library

40,500

Book Scanning

33,100

Enterprise Content Management

27,100

Archival Storage

22,200

Forms Processing

22,200

Laserfiche

18,100

Document Workflow

14,800

Large Format Scanner

14,800

MFP Scanner

14,800

Data Center Service

12,100

Wide Format Scanner

12,100

Document Capture

9,900

Document Migration

9,900

Large Format Scanning

9,900

Invoice Processing

8,100

Wide Format Scanning

8,100

Aperture Card

5,400

Information Lifecycle Management

4,400

ImageSilo

2,400

Accounts Payable Automation

1,600

HR Automation

1,600

Cloud Document Management

1,000

Human Resources Automation

880

Mailroom Outsourcing

320

Virtual Mailroom

120

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White Hat vs. Black Hat SEO: What’s the Difference?

Sean Parnell - Sunday, June 5, 2011

White Hat vs. Black Hat SEOAs long as it produces results, does it really matter who does SEO for your company? If you answered “no,” think about how a $17 billion a year company like JC Penny was penalized by Google for using a 3rd party SEO firm that tried to game the search engine’s organic (a.k.a. natural or unpaid) search rankings.

And claiming ignorance about the use of these tactics is no defense.Whether the perpetrator is a rogue vendor or a misguided employee, if you get caught — and all SEO scams are eventually caught — the risk is that your business is demoted — or even removed — in search results. For those that rely on the online channel for a significant portion of their prospects (read: all businesses now),

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How to Message All Facebook Fans

Sean Parnell - Sunday, June 5, 2011

Facebook logoSince there doesn’t seem to be a straightforward answer to this out there on the interweb, here is your 20-second answer for you Facebook admins out there managing company websites who want to email all of your followers:

  1. Click “Edit Page” at the top right of your company Facebook page (or “Edit” next to “About” on the left side of your page, halfway down)
  2. Click “Resources” with the flag next to it, six items down from the top on the left (there used to be a “Marketing” tab but that is now gone)
  3. Under “Connect with People” click on the last item “Send an Update” next to the email icon
  4. Write your subject line,
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The Company Brochure: Still Generating Sales in the Digital Age

Sean Parnell - Saturday, May 28, 2011

Datamation BrochureIn the rush to implement the “latest and greatest” (and untested)techniques, too many marketers overlook simple, proven methods fordriving business. Take the humble sales brochure. It has fallen out offavor with many marketers, who view brochures as nothing more thananother piece of printed collateral. But in our experience, a welldesigned sales brochure can be a highly effective messaging tool—interms of both cost and returns—particularly in B2B marketing. Awell-designed sales brochure will help train your sales reps and guidethem in the field, will help your prospects articulate your valueproposition to internal decision makers long after your sales rep isgone, and exemplifies your professionalism in hardcopy form.

Think of a brochure as a static snapshot of a company website and you can begin to see the possibilities.

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How to Add Sales Promotions to Your Company’s Facebook Page

Sean Parnell - Friday, April 29, 2011

OfferpopSince the tab structure of Facebook has recently changed, we were asked by a client to identify how to add a page on their company’s Facebook page to highlight a sales promotion. After doing a quick search, we ran across Offerpop’s “Exclusive” application, and we were sold.

After going through about a 60-second implementation, an “Exclusive” tab is placed on the left side of the company’s Facebook page, under Wall, Info, Friend Activity, Photos, Events, etc. Clicking on “Exclusive” takes you to a page where you can have a 500-pixel wide graphic of your promotion along with whatever text you have to explain it. Hyperlinks can be embedded on the graphic and in the text,

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Custom Market Research vs. Analyst Reports

Sean Parnell - Friday, April 29, 2011

Gartner, Forrester, IDC, Frost & Sullivan–all these analyst firms do good work, giving us a good handle on macro trends in the market.

However, what happens when you need to size the market, your brand share and growth for, say, wireless microphones sold through music instrument (MI) resellers? How about production document scanners sold through document imaging resellers? Or how many miles of trenchless sewer technology have been used in the last 10 years? No analyst report on the planet contains this information.

We’ve also found that analyst firms rarely size the market by interviewing resellers, distributors and other channel partners. If you rely only on manufacturing data, you will have little understanding of how these products go to market.

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