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Marketing

3 Things you need to know to make a great pitch.

If you’re not impressing, you’re probably boring! Ever lose out on a business opportunity because you fumbled your sales pitch? Or you started your elevator speech but the audience seemed bored after thirty seconds. Or maybe you felt like you did pretty well except now you’re scratching your head because you didn’t get the result you were after. Are you missing real opportunities or is this just p...
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How a word like “metalwork” could spell online success

2 big ways to enhance Google-search “pretreatment” How well is your website working for you? If you’re not getting consistently good search engine rankings, your audience is not finding you when they need you most. It would be well worth your time to take a hard look at your entire online strategy. Start with a view from 10,000 feet. What if the addition of a few key words at the top level increas...
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Call to industry: Engage in the revolution

Bastard series finale: “Plan social media strategies like any other major initiative” The Bastard has written thousands of words on the subject of social media in the past few months. I packaged them in a neat “seven-step argument for taking care in adopting a social media program.” With so much buzz around the topic, I believed that the most valuable intelligence carefully explored only the most ...
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Measuring social media may test your mettle

Stand by for the real results Industrial business owners ask me, what can I expect in return for my investment of time and company resources in social media? Are the results measurable? Will it add to my bottom line? I realize that for some of you, having an answer to those basic questions has to be the place to start. You gotta know if this stuff makes sense for a small industrial business. Besi...
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Etch your social media strategy policy in steel

Devise objectives that fit culture to ensure success Social media is good news for the industry; we just don’t know it yet. Consider this trifecta of change 1) traditional marketing costs are out the window—social marketing media is virtually free 2) social media allows complete control of our messages—publishing our own content, when and where we want, and 3) social media helps us to cultivate re...
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Six tips: how to spend less money at trade shows

Say less and stand out more from the crowd Planning to attend a trade show or two in the coming seasons? Shows and conferences can be good for business and employee morale. Keep in mind attendance is expensive only when you don’t accomplish your mission. And if part of your agenda includes meeting new prospects and looking for new business, here are six tips to help you bring it home safely. It do...
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Name an irreversible trend that your business cannot ignore.

What technology offers expression, stickiness and competitive advantage? Many of my clients still ask me, why is Social Media so important? Is it really relevant for business to business? And, how did we get here so fast? These questions come from people on both sides of the fence and most have dabbled with at least some of the available Social Media (SM) tools. I had planned for this posting to c...
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Business purchasers are using more social media channels

Learn how to be strategic, creative and the wiser By any reasonable measure, business-to-consumer (B2C) companies spend more time and resources on marketing than any of us in business-to-business (B2B). As a group B2C is also arguably better at it as well. So what can we learn from B2C marketers? I can tell you it is not the size of the “spend” but rather the choices you make to ultimately buil...
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How well do you attract and keep customers?

Efficiency is key to sustainability. Avoid common mistakes. If you haven’t thought about where your next customer is coming from you may be risking your business on out-dated hunches. The only assumption a small business needs to make is that its audience knows what its options are and you need to be keeping them happy like there’s no tomorrow. When battles are fought just keeping your head above ...
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