Online marketing is something you can’t ignore because potential customers use search, social, and mobile to research products and prices before making final purchase decisions. You can build and personalize your relationships with prospects and customers at a lower cost than traditional marketing. But how do you choose the right online marketing channels to market your product? … Continue reading How to Choose the Right Online Marketing Channels [Infographic]
As a consultant, you may find yourself taking over an existing campaign from a previous agency or another marketer. While this situation presents challenges, it’s a great opportunity to take it to the next level and make significant improvements. Fellow EM Marketing consultant Mark Harnett and I recently did just this for a client with … Continue reading Restructuring Google AdWords Accounts and Making Them More Efficient [Case Study]
SEO can be confusing, frustrating, and hard to keep up with. This is especially true for small businesses, independent consultants, and entrepreneurs. Over the years search engine optimization has continued to be extremely relevant to marketers as Google and Bing have capitalized the attention of consumers and businesses alike. Yet SEO still remains elusive for … Continue reading SEO for Humans
Recently, a group of EM Marketing consultants had the privilege of engaging with Adelyn Zhou about growth marketing. And really, Adelyn is one we should listen to — not only was she a founding member of successful startup Nextdoor’s growth team, but she was also named one of “50 People You Should Know in Growth.” … Continue reading Growth Marketing, Demystified
Let’s go ahead and answer the second question first, “Should I be doing SEO?” This is the question I get as I typically am doing inbound and or content marketing as part of a company’s larger campaign strategy. The answer is: If you have a website, yes. You should and must. (Related and very relevant question: … Continue reading SEO: What Is It and Should You Do It?
Influencer marketing, in which a company pays someone with a high-profile or following to endorse their brand, has been around for decades. But with the uptick of social media, companies have learned a cheaper way to have influencers promote their products. Influencer (a.k.a. creators) are the “popular kids” every high schooler wants to befriend and … Continue reading Mastering Influencer Marketing: 9 Key Questions and Answers
As I wandered the aisles of MarTech 2016, I was besieged by vendors selling Account-Based Marketing (henceforward to be referred to as “ABM”) solutions. My favorite was Leadspace, which had a cool ABM Workbook. The invite to their booth included the promise, “We won’t even pitch you.” I thought it said “pinch” which I thought … Continue reading Account-Based Marketing: What Is It And Why Should You Do It?
In a previous post, we looked at why your B2B company may be ready to start using or upgrade a CRM system. Now, let’s look at the alignment of sales and marketing principles necessary for the system to work successfully, and some of the potential sales and marketing capabilities systems can offer. Here are some ideas to … Continue reading Plan Before You Shop: A CRM System for Your B2B, Part 2
If you’re part of a growing B2B company, you will regularly need to stop racing, pull into a pit stop and evaluate the resources you need to keep up the pace. It’s critical to consider how a CRM system and/or email or marketing automation system can help you be successful in converting leads that enter your sales funnel. Is My Business Ready? … Continue reading Plan Before You Shop: A CRM System for Your B2B, Part 1