Those of us in the marketing profession are fond to suggest tasks like “blog about this” and “share that on social media.” The problem is those things alone don’t necessarily win or maintain a client, especially when real human interaction is almost completely cut off during a pandemic. As Paul Hodkinson stated in an American […]
6 Marketing Practices That Digital Dante Would Consign to the Inferno
Earlier this year I was in Verona, Italy, with its imposing statue of Dante Alighieri. Having recently read Dante’s Inferno in an impromptu book club, it got me thinking: if Dante lived today and was a digital marketer, what would he have to say about, well, Digital Worst Practices? Which would he consign to the […]
Listening: The Most Underrated and Underpracticed Activity Online
Listening. Or put another way: Paying Attention to Others. Not only is this the best way to get value out of social and digital media and build a valuable audience, it’s the way things work now. The broadcast era is long gone. Let’s put this in personal terms: It’s aggravating: We go to a social […]
Why We Shouldn’t Expect Immediate Results on Social Media
When I give presentations on digital marketing, people normally hear me say that, “Online, no one reads anything. They just look at stuff.” If you’re trying to use social media, websites, and blogs to market yourself, this statement may sound depressing. I don’t say this to dissuade people from using social media and other digital marketing […]
Leverage Your Digital Audit: Transform Your Website from a Static Brochure to a Dynamic Marketing Tool
By Nicholas Kosar and Stacey Piper of Piper Strategies Every business has a website. Sadly, however, most websites perform merely as fancy “e-brochures” – not as true marketing tools that nurture and develop a growing client base. So how do you take your website and digital assets to the next level? In our work with […]
Crafting Effective Infographics – From the 1600s to Today
While infographics seem to have been popular for only the last decade or so as part of the wave of social media-fueled content marketing, they’ve actually been around for centuries. In fact, we can still learn from infographics that are hundreds of years old. Three oldies that I like come from 1600s Great Britain, 19th-century Russia, […]
Improve Traffic to Your Website With Social Metadata
Having managed marketing and business development in the legal field for over a dozen years, I have a good idea of how hard lawyers work. So it’s disappointing to see that many lawyers’ websites aren’t working hard for them. What do I mean by that? Well, let’s say that a lawyer wrote an article or […]
3 Digital Mistakes That Will Thwart A Professional’s Market Expansion
Struggling to spread the brand promise? Here are three mistakes to avoid, and some encouragement from Benjamin Franklin. As we know, corporate brand names are always aware of the need to get in front of new eyeballs. It’s one of the first assumptions of the brand marketing challenge. However, marketers in the professional services sector […]
Hashtag Best Practices (or, What Would Jimmy Fallon Do?)
Like a lot of people, I’ll use hashtags to accent a social media post, notably among friends on Facebook. The hashtag serves as sort of a tongue-in-cheek addition to my main message. Yet while the hashtag has been around for a while, I still see people misusing it, notably on Twitter. Well, maybe “misuse” is […]
Branding: Not Yet Dead in the B2B World
Itamar Simonson, professor of marketing at Stanford, tells the American Marketing Association that, in a world full of online reviews and “experience-based information,” the value of branding has been eroded: “Consumers rely increasingly on information sources like reviews by consumers and by experts…. They’re less dependent on … cues such as brand names.” This may […]
