Jan

We boosted email click-through rate by 60 percent with this one simple tweak

January 8, 2019

Email remains one of the most reliable and consistent vehicles for B2B marketers today. In fact, people sent more of it in 2018 than ever before, and statistics continue to show that email marketing delivers excellent ROI.

I don’t care what the haters say. When done right, email marketing works.

If you’re among the many marketers who leverage email, you’re familiar with the never-ending quest to streamline your contact lists, draft the perfect subject lines and increase your click-through rate (CTR). We can often be slaves to these analytics, looking for any little way we can move the needle. (After all, these numbers are a direct and unapologetic reflection of our efforts, right?)

When it comes to optimizing your email marketing, there are countless variables in play. I get that. I want to share one little success we had, with the hope that perhaps it can help you, too.

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Jun

Need to persuade an audience? Use these 5 powerful messaging techniques

June 21, 2018

by: Michelle Calcote King in B2B , Content marketing , Architecture, Engineering and Construction

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If you’ve watched the show “Mad Men,” you may have thought that you, too, could be an advertising executive, drink old fashioneds during the day, chain smoke cigarettes and come up with cool campaigns that persuade the American public to choose one brand over another with a snappy slogan.

Well slow your roll, Nancy.

Mad Men made advertising look easy because it was easier back then.

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Jun

Legal marketing: How one law firm’s blog has attracted new clients and generated business [video]

June 6, 2018

by: Steven Gallo in Law , Content marketing , Video marketing

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If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an parco gonfiabili attorney who has always wondered if a blog is worth the effort. You might be a law firm marketing manager looking for validation that blogging actually works. Maybe you’re a professional services marketer looking for ideas.

Here’s the thing: No matter who you are, blogging is hard work. It requires a significant time investment. It’s a long game, not an overnight miracle-worker. But it works.

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May

4 reasons marketers must shift toward a ‘knowledge extraction’ mindset

May 2, 2018

by: Michelle Calcote King in B2B , Marketing strategy , Content marketing , Architecture, Engineering and Construction

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Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change.

Knowledge extraction is basically that — extracting knowledge from your subject-matter experts (SMEs). It’s a specialized skill when done right, and it’s imperative for effective business-to-business and professional services marketing. Here’s why:

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Apr

7 ways to overcome content marketing’s biggest challenge: just getting it done

April 24, 2018

by: Michelle Calcote King in B2B , Content marketing , Architecture, Engineering and Construction

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We’ve all heard it before:

“I just can’t get my subject-matter experts to give me the information I need.”

“We would do content marketing, but we can never find the time — we’re too busy focused on billable work.”

I get it. Content marketing takes time. It’s the reason I have a viable business, after all.

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Mar

3 simple ways law firms can promote litigation wins

March 19, 2018

by: Michelle Calcote King in Law , Marketing strategy , Content marketing , Public relations

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For litigation firms and practice groups, promoting your wins can be an uphill battle. Client confidentiality, multi-year timelines, last-minute rulings, and complex legal ideas and maneuverings make litigation promotion a unique art form.

High-profile cases require proactive media relations

Sometimes, litigation is high-profile and requires a proactive, ongoing effort to manage the public narrative as litigation unfolds. In this case, your PR team builds relationships, tells your side of the story in plain language, explains complex legal ideas and builds trust with reporters covering the story.

Not all litigation is media worthy

However, not all litigation is high-profile or media worthy. Or, clients’ concerns about confidentiality prevent any kind of public relations until a favorable outcome is obtained.

In these cases, how can law firms showcase their prowess in obtaining victories on behalf of their clients and stay top of mind with prospective clients who face similar business risks?

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Jan

Content promotion: 8 ways to get more mileage out of your content

January 23, 2018

by: Steven Gallo in B2B , Marketing strategy , Content marketing , Architecture, Engineering and Construction

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By now you understand the value of creating engaging content to grow your business. Content marketing works (ask our clients!), but there’s a caveat: Your content doesn’t do you much good if no one sees it.

A crucial component of your content marketing strategy is promotion and distribution. Publishing a post to your blog or adding a form to your website to download your e-book isn’t enough.

Yes, if you build it, they will come…but only if they actually know about it.

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Nov

3 easy B2B marketing videos you can create right now (and how to create them)

November 16, 2017

by: Steven Gallo in B2B , Content marketing , Video marketing , Architecture, Engineering and Construction

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You’ve heard thought leaders hüpfburg kaufen telling you to create more online video.

You’re reading about the importance of video marketing on industry blogs (guilty as charged).

You’re seeing your competitors produce video content, and maybe you’re getting pressure from higher-ups at your company to do the same.

Here’s the thing: If you wait to feel 100% prepared before starting something, you’ll never accomplish anything. (Click to tweet!) It’s time to stop putting it off.

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Nov

Professional B2B content marketing writers: Why you need ‘em and how to find ‘em

November 10, 2017

by: Michelle Calcote King in B2B , Content marketing , Architecture, Engineering and Construction

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By far, the number-one challenge we hear from prospects and clients when it comes to content marketing is finding the time to do it. Producing content is time consuming.

Behind every blog post, white paper, hüpfburg mit rutsche kaufen e-book, case study, infographic and video are countless hours of research, interviewing, organizing, writing and editing for accuracy, word choice, clarity, voice and flow.

At the same time, many in complex B2B industries (like law, manufacturing, technology, architecture, engineering and construction) believe that their businesses are too complex and niche for non-technical professionals (such as writers) to grasp and translate into compelling, digestible content.

“We have to do it ourselves” is something I’ve heard time and time again.

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Oct

4 types of video B2B companies should be using in their marketing

October 19, 2017

by: Steven Gallo in B2B , Content marketing , Lead generation , Video marketing , Architecture, Engineering and Construction

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It’s likely your B2B company is vendita parco acquatico gonfiabile already incorporating video into its marketing efforts. If not, what are you waiting for? The majority of internet users today watch videos every single day. Not only that, but companies that use video marketing grow their revenue 49% faster than those that don’t.

Strategically produced videos can:

Educate your audience
Showcase your successes
Differentiate your brand
Drive viewers to action

But what kinds of video should you focus aufblasbare wasserrutschen kaufen on? Let’s examine four types of video you should start leveraging to grow your business.

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Need to persuade an audience? Use these 5 powerful messaging techniques

Legal marketing: How one law firm’s blog has attracted new clients and generated business [video]

4 reasons marketers must shift toward a ‘knowledge extraction’ mindset

7 ways to overcome content marketing’s biggest challenge: just getting it done

3 simple ways law firms can promote litigation wins

High-profile cases require proactive media relations

Not all litigation is media worthy

Professional B2B content marketing writers: Why you need ‘em and how to find ‘em

4 types of video B2B companies should be using in their marketing

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