Why commercial industrial brands need to get on social media right now

The other day at a meeting with one of our business-to-business brands, I raised the topic of social media. When I suggested that there could be some value in it for their company, the CEO disagreed. “No one is going to buy a five-million dollar software solution on Twitter!” he laughed. His opinion runs parallel [...]

Honesty makes the best word of mouth

C’mon marketers. How about you impress us by doing the right thing for no other reason than that? Some companies do, and it hasn’t seemed to destroy their business model or hurt their sales. On the contrary, Zappos, Trader Joe’s, USAA and others like them seem to be growing at a fabulous rate. But somehow [...]

Shared media, and why it’s the future of marketing

When marketers talk about the different types of media, typically you’ll hear about three forms: owned, earned and paid. Owned media is controlled and managed by the marketer and includes your website, collateral, presentations and the like. Paid media is advertising – print, out-of-home, radio, broadcast, online and any other for which you pay for [...]

How many Twitter followers do you need?

I was pretty excited the day my Twitter account went over a hundred followers. I’d been building it for awhile, tweeting what I hoped was quality content, engaging with others, retweeting good stuff and participating in Twitterchats. It was always a thrill to see when a new person had followed me, and I usually went [...]

The Agency/Client Relationship: Four Simple Ways that Marketing Professionals on the Agency Side Can Build and Maintain Strong Client Partnerships

The relationship between client and agency is like any other relationship in our lives – it takes good communication, trust and a certain degree of enjoying each other’s company and conversation (professional or otherwise) to make it successful. There are days when parties on either side of this partnership love the arrangement and want it [...]

How Twitter works: taking your first steps

It’s not too late to start learning the social media ropes. If you’d like to get on Twitter but have no idea how to do it or how it works, you’re in the right place. This post is for you – no one here will call you a noob, give you side eye or think [...]

5 reasons why direct mail is still going strong

Snail mail seems so last century. Once email came along – faster, easier and cheaper – post offices began closing one by one and street mailboxes disappeared along with postal employees. Another casualty of the e-revolution was direct mail. The ability to scale, at minimal if any additional cost, plus the overall value, quick development [...]

The best title for a blog post ever

Taylor Swift hacked Google with her very first hit song. Smart girl that she is, she figured out that if she named her song after a major country music star, it would start to show up in searches relating to that genre. “Tim McGraw” became her first single and her first hit, and the rest [...]

Quiet people can be your loudest fans

Chances are, you have followers who you never hear from – possibly hundreds. They never DM you, tweet you or comment on your Facebook or LinkedIn posts. But don’t make the mistake of thinking that these followers don’t bring you a lot of value. Some of them are your best listeners. These are people who [...]

B-to-B social strategies for commercial and industrial brands

Open any industry trade magazine and you’ll see them – the non-customer-facing business to business companies. These are the brands that typical consumers never see and have never heard of, even though they may be giants within their industry. Social marketing whiz Josh McCormack calls them “non-visual brands”; you might call them commercial/industrial brands but [...]