B2B Marketing Consulting & Agency Services Blog

B2B Marketing Strategy & Managed Services Blog Tag: brand story

10 Perils of Paying a PPC Agency to Run Your B2B Pay-per-Click Campaigns

Sean Parnell - Thursday, October 27, 2022

Google Ads Partner Badge

With 15 years of experience providing B2B marketing and consulting services, we are not timid in warning B2B clients of the risks of using a pay-per-click (PPC) agency to run ads on Google, Bing, LinkedIn Campaigns, and others.

While clients are often tempted – and sometimes will give them a try – at best, these campaigns generate a few leads but do not pay for themselves. At worst, they waste time and money in the process of producing no results at all.

Why do PPC agencies fail so often at B2B pay-per-click campaigns? Below are the top 10 reasons.

Lack of Strategy

Most PPC agencies focus on B2C clients.

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Successful Marketing Requires a Deep Understanding of Your Business

Sean Parnell - Saturday, October 22, 2022
The #1 reason marketing is ineffective is because your marketing resources lack a structured process and experienced people for understanding your business, rapidly and holistically

Successful Marketing Requires a Deep Understanding of Your Business

If you want to develop a great marketing strategy, just Google it. There are thousands of them, conveniently portioned into whatever size you’re looking for.

You want “5 Tips?” “Eight Steps”? How about “11 Strategies”? Can we show you something in a bigger size? Maybe “18 Ways” is more of what you’re looking for…?

They’re all there, along with ways to become a social media star, crush your competition, and dazzle your prospects with the latest in marketing automation tools.

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How Content Marketing Can Drive Double-Digit Sales Growth

Sean Parnell - Thursday, September 22, 2022

B2B Content Marketing Best Practices

With signs pointing up for the U.S. economy, despite inflation and supply chain challenges, manufacturers, software developers, service providers, and nonprofits have a unique opportunity to grow their share of the market.

But it won’t happen for everyone. As with luck, economic tailwinds favor the prepared. That’s why it’s critical to establish an effective content marketing strategy.

Door knocking, cold calling, and tradeshows might have been effective in the past but that’s no longer the case for most businesses – even if you can find enough salespeople to do it.

Today’s markets demand educational, online content – with information that helps educate prospects who are increasingly researching solutions before ever speaking to you.

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How to Get the Most out of Google Ads for the Least Amount of Spend

Sean Parnell - Saturday, February 26, 2022

How to Get the Most out of Google Ads for the Least Amount of Spend

While getting results from pay-per-click (PPC) advertising on Google Ads can seem expensive, complicated and mysterious, it can have a significant impact on lead generation and increasing client acquisition with a clear strategy and experienced execution.

With a platform that processes over 8.5 billion searches a day, Google Ads can provides serious reach. According to Google’s annual economic Impact report, companies that advertise on Google Ads generate $2 for every $1 spent, on average.

What Google doesn’t tell you, however, is that it’s easy to spend a lot of money for little or no result if your campaigns are managed by someone without extensive experience, a bit of Google savvy in avoiding common traps,

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How Do Custom B2B Marketing Programs Work?

Sean Parnell - Friday, December 10, 2021

How Do Custom B2B Marketing Programs Work?

Business owners and marketing executives of business-to-business (B2B) companies face a major challenge: to dramatically increase lead generation and sales without having the right mix of marketing skills on their team.

They turn to marketing agencies for help, but spend a lot of money without getting results.

Custom and comprehensive marketing programs produce results by increasing demand generation for B2B clients because they take a holistic approach to all 4 Ps of marketing – product, placement (channels), pricing, and promotion.

Unlike what is very common in B2B marketing, where companies move from promotion to promotion without an overall strategy, it’s important to avoid “hit-and-run” marketing. Piecemeal marketing generates piecemeal results,

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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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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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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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B2B Storytelling that Cuts Through the Clutter

Sean Parnell - Sunday, January 26, 2020

B2B Storytelling that Cuts Through the Clutter

In a world full of countless, noisy marketing messages vying for our attention from a multiplying list of platforms, many companies mistakenly try to compete with messaging that is louder. HEY! LOOK AT US, LOOK AT WHAT WE CAN DO!

Meanwhile, your prospects are struggling to figure out whether you are a good fit for helping them do what they do. Hey, look over here! Look at what we need…

Brand Story marketing, adapted from sources like Donald Miller’s book, Building a StoryBrand and Joseph Campbell’s The Hero with a Thousand Faces, reframes the traditional view of marketing, placing the customer at the center of the message rather than the company.

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Tell Your Prospects a Better Story: Theirs

Sean Parnell - Monday, October 28, 2019

Tell Your Prospects a Better Story: Their Story

Are you leading with the blah, blah, blah in your marketing? Yawn.

Do you want prospects to see you as just another vendor or a trusted business advisor?

Many companies make the same mistake in their messaging and branding: they lead with their products and services, features and benefits. You know Sandler preaches against this, so why is it so… everywhere in marketing? It’s the same tired story. Prospects have heard it so many times… blah, blah, blah. It’s just noise to them.

Problems Solved vs. Features & Benefits

Lead with the problems you solve and the people you solve them for instead – and you’re likely to find prospects who want to share their problems with you.

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