How to be a smarter marketer:11 more timeless tips for creating smart marketing strategies from Cleveland, Ohio marketing consultant Jean Gianfagna -- part 2 of a 2-part post...
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Remember when “cookies” on websites were controversial? People used to be uncomfortable having cookies track their activities on the web. But cookies are nothing compared to the tracking technology available to marketers today. Sophisticated tools enable marketers to follow your every move online and even in real life in a retail store. Having such in-depth customer knowledge and the ability to pinpoint prospects so precisely is a marketer’s dream – but some of the latest technology makes me wonder if we’re on the verge of going too far. Here are some thoughts on the...
View MoreHave you or your business won an award? Congratulations! Once you’ve toasted to your success, it’s time to capitalize on your honor to promote your business. Here are 13 ideas for showcasing business awards in a smart marketing strategy. Why Awards are Great for Marketing Awards offer your business powerful marketing advantages. Winning an award enables you to: Stand apart from your competitors; Position your company as tops in your field; Instill pride in your staff; Spotlight your staff’s capabilities and achievements; Remind clients and prospects of your commitment to excellence; Generate positive...
View MoreBranded premiums and promotional products can be an extremely effective tactic in a smart marketing strategy, especially for business-to-business (B2B) marketers. Here’s why you should be using branded premiums and seven tips for selecting a premium for your business....
View MoreLanding a new client is always great news for business-to-business marketers. But once the celebrating is over, it’s time to get serious. The way you begin a new client relationship can have a big impact on how long you keep the customer. Here are 10 ways to start off on the right foot with a new client in a smart business-to-business marketing strategy....
View MoreA brilliant creative concept is often at the heart of a great marketing campaign. But sometimes the creative goes too far -- and what seems like a breakthrough idea at the concept stage results in marketing that misses the target and confuses the audience. Here are five signs a new marketing campaign is a little too creative to succeed and some tips for avoiding these mistakes in your smart marketing strategy....
View MoreCompanies that sell to businesses often rely on referrals to find new customers. But the day may come when referrals aren’t enough. New competitors, new technologies, new types of customers, or new sales territories can create new challenges for your business. To achieve your goals – and capitalize on your opportunities – you need marketing. If you’ve relied primarily on word of mouth to promote your business and you haven’t done much marketing, where do you begin? Here’s advice on the first five things to do to create a smart business-to-business (B2B) marketing...
View MoreHow Target scored an “A” on back-to-college direct mail marketing with a dynamite catalog -- and some lessons from their approach for your smart marketing strategy....
View MoreIf you’re a business-to-business (B2B) marketer, white papers can be a powerful way to demonstrate your expertise and differentiate your company from competitors. In part three of a three-part series, here are 11 ideas for using white papers as marketing tactics in a smart B2B marketing strategy....
View MoreWhite papers are one of the best ways to market a business or professional services company. But there's more to developing an effective white paper than just writing about what you know. To create a white paper that supports a smart marketing strategy by establishing your credibility as an expert in your marketplace and positioning your company as a preferred solution provider, you need to plan carefully and think strategically. In part two of a three-part blog post, here are 10 tips for creating a great white paper from my...
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