Should blogs replace white papers? We think not because they serve two different purposes. And, when done well, would have very different structures and content. (more…)
Archive for the ‘B2B Marketing’ Category
Behind The Cost of Search Engine Optimization and PayPerClick
Friday, July 22nd, 2011Many firms offer SEO and PPC advertising, either as their specialty or a value-add service (like Rapport does). Most price it the same way – an ongoing monthly cost, and it can seem high. So, clients and marketers wonder what goes into that cost.
Don’t Be Afraid to Focus
Monday, June 20th, 2011Finding your ideal client and marketing specifically to them.
One of the many components that goes into a good marketing strategy is defining the ideal client. There are many ways to do this. A starting point is to identify whom you consider your best clients currently – the ones you want more of – and ask yourself why they are the best. (more…)
The 10 Laws of Website Creation in 2011
Wednesday, June 15th, 2011If you want to create a website that is strategically smart AND helps you get better search engine (Google) rankings, we have come up with 10 things you should do to make your website a success.
This list is a blend of overriding principles for site creation and best practices for SEO. Use it for a site refresh, or site creation.
Can Good Design Have A Positive Impact On Your Bottom Line?
Tuesday, May 17th, 2011There’s an adage in the communications industry that goes: “Everybody is an art director”. With today’s desktop publishing technology, its very easy for almost anyone to believe that they can design their own brand identity, corporate brochure, web site or whatever communications tools they need to move their business forward. (more…)
Should B2Bs Think About Mobile Websites? Part II
Tuesday, May 10th, 2011Does the Content Have to Change?
I know in my last blog I said content didn’t have to change for mobile, but it warrants consideration. Ideally you’d only update content in one place and see it magically appear across-the-board, but you might consider the opportunities afforded by the different behaviours of mobile surfers. (more…)
Common Challenges of B2B Marketers – Part II
Thursday, May 5th, 2011Defining Your Unique Difference
Common wisdom in the sophisticated world of B2C marketing is “If you build something without fully understanding what the customer wants, you are probably not going to sell as much of it as you like”.
Should B2Bs Think About Mobile Websites? Part I
Thursday, April 28th, 2011Yes, most definitely. B2C companies always seem to be ahead of B2Bs when it comes to adopting new technology. While B2B companies don’t have the same opportunities as consumer-oriented companies or retails stores do, like take advantage of geo-locating on smart phones to give special offers, there are plenty of reasons to work it into your marketing arsenal.
Building Rapport Through Excellent Account Management
Thursday, April 21st, 2011Client service excellence isn’t about doing what no one else can do; it’s about doing what anyone can do, but doesn’t. – Leo Bottary, Vice President, Public Affairs at Vistage International
This statement is a good summation of the attitude I have carried with me throughout my 30+ years working as a client service/account manager in print, design firm and marketing agency scenarios.
