B2B Marketing Consulting & Agency Services Blog

#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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#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.

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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.

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#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?

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Why SEO?

Sean Parnell - Tuesday, April 7, 2020

B2B Search Engine Optimization (SEO)

Before you jump into the bottomless pool of opinion on how to do B2B search engine optimization (SEO), it’s important to consider an often-overlooked question in the overheated debate around SEO strategy: Why do it? What is the underlying goal?

SEO is perhaps the single most misunderstood factor around the process of creating a B2B website in the hope of converting visitors into customers: if you don’t have high-quality content aligned to a sales and marketing strategy, an SEO strategy is worthless.

The Whole Point

Strange but true – SEO efforts often overlook the fundamental purpose behind the whole exercise: delivering information to a target audience in a way that will prompt them to buy what you’re selling.

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#fail: How to Write B2B Blogs that Suck

Pat Dunnigan - Wednesday, March 25, 2020

How to Write B2B Blogs that Suck

There are a lot of ways to fail at B2B blogging and sometimes we feel as if we have seen them all, but then from out of the blue – and yes, the internet is in fact, mostly blue; we looked it up – will come a daring and original new form of just plain terrible blogging.

We’re looking at you,                   .com

But you don’t have to be super creative to fail at B2B blogging. There are plenty of ordinary ways to create B2B blog content that is limp, unreadable, ineffective or that actively repels or offends your prospects.

We’re going to walk you through some of the best ways to accomplish all of those things,

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B2B Messaging Under Duress: 3 Recommendations for Managing COVID-19 Communications

Sean Parnell - Wednesday, March 25, 2020

B2B Storytelling that Cuts Through the Clutter

Your clients have a lot of things to worry about right now. First of course, is protecting the health and safety of their employees and others around them.

But while that’s the priority, the economic risks are hard to separate from our other worries right now. Your clients, like all of us, are navigating the health threat while also scrambling to keep it from spilling over into a threat to their businesses.

How do you communicate with them without simply adding to the noise, or worse – creating the impression that you put profits ahead of public health?

Here are three recommendations on how to communicate with your customers or prospective customers during this crisis:

Share the State of Your Operations

Your customers need to know if there are changes to your capacity or availability.

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B2B Marketing Automation Software: The Case For & Against

Sean Parnell - Monday, January 27, 2020

B2B Marketing Automation Software: The Case for & AgainstThanks to aggressive sales reps from HubSpot, Pardot, Act-On, Marketo, SharpSpring, and others, many businesses get excited about B2B marketing automation software. It’s the definition of the proverbial “shiny object.”

However, the vast majority of businesses, especially SMBs, are not ready to take advantage of marketing automation software and its myriad features. Why?

When Marketing Automation Makes Perfect Sense

  • You have a written marketing plan at least for this year that connects the dots between your financial goals and marketing activities
  • You have a website that already generates good search engine rankings for keywords and subsequent lead generation
  • You have good website content and some higher level marketing collateral (e.g.
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