We’ve all been in situations where businesses overstep the mark and rush to close their sales too early. Imagine looking in a shop window. Before you even step inside, the owner steps out with a full bag of goods and names his price. This is essentially what you’re doing if you put the cart before the horse with your email marketing and it’s a trap so many marketers continue to fall into. More than that - this simply isn’t how things work, nor is it necessarily permitted - particularly in a landscape where the ramifications of GDPR are still being felt. Prospects must be ‘warmed up’ before making a purchase, particularly in a landscape where the ramifications of GDPR are still being felt.
Celebrity spats, fake news, Presidential rants: social media may get all the headlines, but for B2B businesses looking to connect with their audience, email still rules the roost.
“B2B advertising doesn’t work.” It’s a statement we hear from business owners too often here at The Marketing Centre. And it’s simply not true. B2B advertising does work - but only when businesses know what they want to achieve before planning and running their advertising campaigns.
While the personality tests that tell you if you’re a left-brain logician or a right-brain creative are based on a myth, we do process different things in different areas of our brains. Visual input, language, logical reasoning and emotional responses are all handled by different portions of our grey matter. There’s no single part of the brain which makes us want to buy a product or service - which means that effective marketing has to talk to each key area in its own language.
With search engines being the number one driver of traffic to websites – beating social media by more than 300% – it’s difficult to conceive of a business that wouldn’t benefit from some form of SEO (Search Engine Optimisation). Search strategies will be different for every organisation, however - shaped by their individual needs, website style and format, and especially their target market. What do you need to know when organising your SEO efforts?