Can anything stop the Facebook juggernaut? Despite almost four years of bad PR; a host of government inquiries into its practices; the pandemic and this past summer’s highly publicized #StopHateForProfit advertiser boycott, as an advertising platform Facebook is untarnished. While ad rates declined somewhere between 15-25 percent in March at the outset of the pandemic, … Continue reading 6 Tips for Improving Facebook Ad Performance Now
I recently conducted six social media audits in six weeks, for a mix of B2B and B2C companies across several industries, viewing 25 profiles across the major social channels. What does a social media audit entail? Everything from making sure profiles are up to date, to evaluating the quality of content and the level of … Continue reading 9 Ways to Move the Needle with Social Media
With over 20 years of experience in demand generation, I can normally use past learnings to help my clients shift their strategies and tactics to deal with market changes. But the COVID-19 pandemic? Nothing I’ve seen even came close to preparing me — or anyone else — for what to do next. Never have we … Continue reading How to Do Demand Gen During the Pandemic
So you’re ready to launch a digital marketing program. You’ve got a website with a CMS that is owned by marketing. You’ve got a hands-on digital marketing strategist on board, a design resource, and a data analyst to set up your basic measurement infrastructure, as we advised in part one of this series. You’ve checked … Continue reading How to Launch and Grow Your Digital Marketing Program
Now is a great time to launch a digital marketing program. Whether you’re a startup, or a mature company that has previously relied on PR and in-person events to generate sales, it should be very clear that digital has to be part of your marketing mix. With marketing budgets being reallocated from in-person events, and … Continue reading 8 Things You Need to Win at Digital Marketing
The COVID-19 pandemic has wreaked havoc on the corporate events industry, with huge, iconic tradeshows and user conferences scheduled for the spring and early summer of 2020 being canceled or postponed in rapid order. These are conferences that are held in huge venues, with tens of thousands of attendees, hundreds of show booths and dozens … Continue reading How to Take Your Tradeshow or User Conference Virtual
Marketers across the world are in the mode of reevaluating their marketing strategies, taking into account the economic and emotional states of our target audiences as well as reduced budgets. As we do so, there’s an opportunity to reexamine both the mindset and the approach we take in our direct marketing — that which is … Continue reading An Opportunity for Mindful Direct Marketing
2019 was a busy year for digital marketing. Platforms rose and fell (Think TikTok and Snapchat). Privacy rules forced marketers to create inventive workarounds for using customer data. And, in the pursuit of capturing the total customer journey, marketers put extra focus on data analytics — maybe to their peril. We invited three top growth … Continue reading 3 Digital Marketing Experts Reflect on 2019 and Predict What’s in Store for 2020
As a B2B marketer, you likely already know that Account Based Marketing (ABM) is growing in popularity, and for good reason. Over 80 percent of marketers that measure ROI say ABM initiatives outperform other marketing strategies, often by a large margin, according to a survey by the Information Technology Services Marketing Association (ITSMA). So why … Continue reading 7 Best Practices for Account Based Marketing
Do you pay your digital agency based on a percentage of the media budget they spend? If so, their incentives may be misaligned with yours, and it can lead to these common mistakes. Red Flag #1: Blending branded and non-branded search results. Is your search agency breaking out results by branded versus non-branded terms? If not, … Continue reading Is Your Digital Agency Paid as Percentage of Media Spend? Watch for These 5 Red Flags