Research & Planning

Website Marketing Effectiveness Checklist for 2020 – B2B Marketing Article

If you’ve already missed two days at the gym and the wine bottle is calling your name even though you promised yourself a Dry January, you may be feeling a little blue. Cheer up! I’ve got just the New Year’s resolution to get you back on track. It won’t help you lose weight or get your body beach-ready, but it will improve your website’s marketing effectiveness. Though you should be doing many of these things as part of your regular…

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Arthur Fonzarelli Knows Digital Marketing? Correct-amundo! – B2B Marketing Article

The Fonz was, for a period, the coolest character in all of pop culture. (At least until he jumped the shark.) The actor who played Fonzie, Henry Winkler, is a pretty cool character himself. A few years ago, I heard an interview in which he was asked about the challenges of carving out a career in the notoriously fickle entertainment industry. He noted that he kept his motivation by being both tenacious and grateful. I’ve found that idea to be…

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Using WordPress to Power Your Digital Marketing – WordCamp NYC 2019 Presentation – B2B Marketing Article

Please click the link below to download the slides from Andrew Schulkind’s presentation at WordCamp NYC 2019. It includes tips on powering your digital marketing with WordPress and related tools, as well as general digital marketing strategies. Using WordPress to Power Your Digital Marketing (PDF) A video recording of the presentation will follow when it is made available by WordCamp NYC organizers. (It’s an all-volunteer event, so please be patient.)     This is only a snippet of a B2B…

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How to Build Trust in Your B2B Digital Marketing – B2B Marketing Article

If you find that your website is not converting as well as it should be — or as well as you’d like — the issue may be a failure to establish trust with your target audience. Here are a few of the ways you might be hindering your own efforts. Asking Too Many Questions “I understand that anything I say can and will be used against me.” That’s your prospects’ default expectation. If your site looks at all sketchy, they’re…

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VEO’s Rising Importance in Digital Marketing – B2B Marketing Article

I recently published a piece on voice search and voice engine optimization — for Biznology. I also published a piece on VEO for Target Marketing earlier this year. The earlier piece was at my editor’s request and the more recent was a reaction to the increased attention that VEO is getting of late. We may be reaching the “hockey stick curve” portion of VEO’s growth. Which isn’t to say that voice assistants like Siri and Alexa haven’t grown explosively over…

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Why Your Digital Marketing Can’t Afford a Cheap Website – B2B Marketing Article

Over the past 10 or 15 years, I’ve tackled some pretty big household projects, including building turned-leg desks for my daughters and adding crown moulding throughout the first floor of our house. So I get the DIY impulse — it can be fun and rewarding, and it can save you a lot of money. But as well as that equation works at home, it doesn’t necessarily translate well to the office. For example, your company website. If all you need…

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Forget Content. Conversion is King for Digital Marketing – B2B Marketing Article

After 23 years in digital marketing – last month was our anniversary! – we’ve seen and heard a lot. Like the “content is king” mantra alluded to in the headline above. And we’ve heard just about every possible reason from clients for why they want to build or update a website. Some have wanted to change the world. A few have be dead certain that once their site launched, riches and retirement would follow, probably within days. (And we could…

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