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Can Your Marketing Campaign Pass the “Huh?” Test?

A marketer has a few seconds at best to engage the audience in an ad or marketing message. But many marketers forget this simple fact when they develop marketing campaigns using elaborate or confusing creative concepts. When the audience’s reaction to an ad is “Huh?” instead of “Wow!,” it’s a painful waste of marketing resources. Here are three examples of advertising and marketing campaigns that fail the “Huh?” test – and three tips to avoid making mistakes like this in your smart marketing strategy. ...

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10 Ways to Boost the Marketing Value of Your Website

Are you getting the results you want from your website? Whether you’re a business-to-business (B2B) or business-to-consumer (B2C) marketer, a great website is essential for a smart marketing strategy. Here are 10 ideas to boost the marketing value of your website through higher traffic, better search engine rankings, and more effective engagement with your customers and prospects. ...

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How Cleveland Marketing Agencies are Winning Big Accounts

You’d expect marketing agencies on Madison Avenue and Michigan Avenue to be producing world-class work for big companies. But how about marketing agencies in Cleveland, Ohio? Major marketers can choose agencies anywhere in the world, yet more and more are selecting marketing teams in Northeast Ohio. Top executives from three regional agencies and a large Midwestern bank explained why global brands and other market leaders are “Choosing Cleveland” at a NOCA (Northeast Ohio Communications Advocates) Forum at the Cleveland Plain Dealer on April 27. Here’s how these local firms are landing prestigious accounts...

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To BRC or Not to BRC? The New Direct Mail Strategy Question

Take a look inside the next direct mail package you receive and you might discover something’s missing: The reply card. Business reply cards (BRCs) and reply forms with postpaid envelopes (BREs) have been core elements of direct mail since the medium began. But they’ve been notably absent from some recent direct marketing campaigns I’ve received. Is this a new trend? A test? A fundamental shift? Here are some insights for your smart marketing strategy....

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How Adding a Blog to a B2B Website Boosted Traffic 562%

Nearly every marketing consultant is advising their clients to create a blog. Why? Because blogging is one of the best ways to increase website traffic and improve search engine rankings. But let’s be honest: Blogging can be a big commitment. A smart marketer has to ask, is it worth the time and effort? Can someone prove that it really works? And what can you do to increase your odds of success, especially if you’re in business-to-business (B2B) marketing? Here’s how traffic to my website skyrocketed in one year thanks to the addition...

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New Sales Rep, Key Account: Top 10 Tips for B2B Success

Smart business-to-business (B2B) marketers work hard to create and keep great relationships with their clients. In my last post, I shared the story of how a new B2B sales rep nearly destroyed a 10-year client relationship with my marketing agency by making six crucial mistakes in the first meeting. But transitioning a legacy client to a new sales rep doesn’t have to be a sales minefield. When handled well, assigning a new rep to a key account can be an opportunity to increase the client’s satisfaction and boost sales. Here are 10 things...

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