Cost of Online Reputation Management

Do you know what people are saying about you online?  Traditional marketing has always known the value of word of mouth marketing.  Today the internet, well, more specifically search engines, has made knowing what people are saying about you even more important than traditional word of mouth marketing.  Why?  Because 88% of consumers trust online reviews as much as personal recommendations.  So, if your reputation isn’t managed well it could be very costly.  And, did you know that what people say about you online impacts your search results?  Let’s learn some more.… Continue Reading

4 Fundamental Engagement Tactics In B2B Marketing

In this brave new world, customers are now in control of their own experience with your brand as a result of advancing mobile and social technologies. Besides the direct and outbound B2B marketing techniques that aim to persuade and compel prospective buyers to respond, there are myriad techniques available now at your disposal. These may be a better fit for the different marketing engagement opportunities that present itself due to the changed behavior of the buyers. Potential prospects are now more likely to perform online searches to find and assess a company. They engage all the time, across several touch points from brick and mortar stores to mobile technologies and social.… Continue Reading

B2B Branding Secrets To Set You Ahead Of The Pack

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Kevin Randall,“ Why Strong Brands Drive B2B Markets.”

I agree with the author’s assertion, “Brands matter in B2B markets. In fact, they may matter even more in B2B than in B2C.” Particularly when considering that most B2B companies are scrambling to meet customers at a much earlier point in the buying cycle today and are therefore generating massive amounts of undifferentiated content that is drowning the marketplace.

So what will a strong brand give you in today’s marketplace, according to Randall? Some really important things:

  • The ability to cut through the clutter.
  • The {majorly important} ability to meet people emotionally as well as intellectually.
  • To set expectations about your brand’s unique promise.

Recognizing and acting on the fact … Continue Reading