B2B Marketing Consulting & Agency Services Blog

#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?

Continue Reading >>

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,
Continue Reading >>

#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.

Continue Reading >>

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,

Continue Reading >>

#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…”

— 

Continue Reading >>

#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,
Continue Reading >>

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.

Continue Reading >>

#fail: How to Completely Screw Up Your B2B SEO

Sean Parnell - Wednesday, April 15, 2020

B2B SEO Fail

Search Engine Optimization (SEO) is one of the most thoroughly understood subjects in digital marketing – just ask 20 different SEO experts for help and you’ll get 20 different plans.

Hire them all and presto! You’ve got… a lot of plans.

If that seems confusing, you could try to learn it on your own. Keeping up with Google is fun – there are only 500-600 ranking algorithm updates per year.

We’ve Seen It All

With a landscape that changes every couple of clicks, SEO know-how requires a lot of keeping up. But SEO know-how-not-to is its own kind of expertise as well.

We’ve optimized websites since the days of Lycos and AltaVista.

Continue Reading >>

5 Key Building Blocks of Successful B2B SEO

Sean Parnell - Monday, April 13, 2020

B2B SEO Building Blocks

There are numerous components to search engine optimization (SEO) in business-to-business (B2B) marketing, so how do you know where to start. Here are five key building blocks that, once mastered, will increase traffic for any website by 30-300% or more.

Keyword Rankings

“The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products.” – Moz

Tracking keyword rankings is central to the success of all SEO activities. Keywords are a leading indicator for lead generation, along with organic search traffic and lead generation. Rank for the wrong keywords, and you will have wasted a lot of time and money.

Continue Reading >>

#fail: How to Suck at B2B Marketing Strategy

Sean Parnell - Wednesday, April 8, 2020

B2B Marketing Strategy & Failure

They say 80% of businesses fail, so it’s actually pretty easy to suck at B2B marketing strategy.

Still, a broken clock is right twice a day and you could get lucky, so here are some tips for covering all the bases in your next strategic marketing debacle.

Don’t Listen to Your Customers

The quickest way to fail is to ignore the people who might actually buy from you.

You know what’s best for your channel partners and customers, so why bother with getting their input? After all, it would be better if we didn’t have to deal with them at all, right? So why would we want to [gulp] actually talk to them?

Continue Reading >>