July 24, 2014
By Rachel Kerstetter, PR Engineer
John and I presented a webinar awhile back, at the request of a client, about blogs. When it comes to blogs, the most frequent question we get is:
Should we start a blog?
It’s important to analyze the goals of your organization’s overall marketing plan to see if a blog fits into it. A company blog, like any other communication initiative, is a commitment. Blogs overall take time and energy to run, but they can provide a great payoff if they’re done well.
Here are 5 key questions to ask when thinking about starting a blog:
- Who is my audience?
- Who else is competing for my audience’s attention?
- What will be the blog’s focus?
- What are the goals for the blog?
- How will these goals be measured?
If you have those answers established and decide that a blog should be a part of your marketing plan, check out the presentation from our webinar below, or watch it on YouTube to get more information on the ins and outs of getting a blog going. And of course, our team is happy to help you get a blog off the ground as well!
July 22, 2014
Interesting question, isn’t it? I think everyone thinks because they built one, everyone will like and trust what you have up there.
I recently read an article from the Content Marketing Institute written by Dianna Huff entitled, Why 55% of Potential B2B Buyers Might Not Trust Your Website that highlights some interesting findings. These findings were from a KoMarketing Associates usability report and are worth discussing. The key in a B-to-B relationship is that trust and credibility be established up front. The more transparent you are, the better. Here are some highlights:
It’s the little things that can either make or break the next steps in the process. Their study showed that lack of phone number or contact info was the biggest stumbling blocks in building trust (55%). That one made me wonder. The next few were expected – lack of a true message, do it yourself sites and tiny texts were no surprises.
Content assets that helped establish credibility were lead by thorough contact and about us page. So I guess we need to carefully look at what we say about ourselves and give them several options on getting in touch with us. Email was the most preferred way (no surprise there) and phone came in second. The reality is vendors source suppliers online and if you don’t have a clear cut message and contact info, you’ll be passed over.
Here are a few key takeaways:
- Remove all barriers from people contacting you
- Include email and phone number on each page for easy access
- Include info about the people behind your company
- Consider the strategic importance of the “about us” page
July 15, 2014
Hopefully, as part of your strategy to move prospects along the selling cycle, you are using landing pages in order to deliver on what you promised. It’s also a great way to track responses. It could also be a way of losing a potential customer.
Here are some tips that might help results:
- Keep it simple - Deliver on what you promised to get them there in the first place.
- It’s not about you - How can you help them with a problem that got them there in the first place.
- This is not an ad - They’re not looking for a sales pitch, but answers to specific questions.
- Powerful content - Keep it relevant. Don’t focus on key words. Instead, make what you say useful and valuable.
All too often folks want to talk about 5 different things and give them additional links. It won’t work. Just ask yourself – why did they click on a call-to-action that got them here? Then deliver what you promised.
If you want to learn more, you might want to read:
Are you Using Landing Pages?
Product Landing Pages: Tips on How to Improve Performance