Latest Updates: b to b advertising RSS

  • Google's Ad Revenue: How Big is It?

    Joe Hendershot 7:19 pm on January 6, 2012 | 0 Permalink | Log in to leave a Comment
    Tags: b to b advertising, , Google Ad Words,

    I heard a staggering statistic the other day during a radio segment on advertising.

    The revenue coming in to Google for their Ad Words and related offerings is 150% more than the ad revenue of all of the newspapers in the U.S. combined.

    We all know that ad revenue in daily papers has been declining for some time. But this statistic is really staggering. To think even just ten years ago that ad revenue in daily papers would be only a tiny fraction of an online advertising service was unthinkable.

    But it’s all about how people search to get information today (face it, it’s almost all online) and how they buy. It’s not that Google stole the ad revenue; it’s that people’s search habits have changed.

    When considering online advertising as compared to traditional methods, b-to-b and consumer advertisers alike benefit from almost instant testing and measurement of their ads.

    For example, with Google Ad Words you can test different creative and offers and landing pages and measure the results within hours and days of your ad placements. You can also measure ROI via Google’s conversion tracking. And all of this analytical support is free.

    I think that  every company that sells anything should at least test Google Ad Words. And it’s not just the broad reach that Google has; they’ve been very committed to providing advertisers with better and better tools and support. You can even talk live to a Google rep. Imagine that!

  • Business Survival Plan: It's About Strategy

    Joe Hendershot 11:16 am on October 12, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: b to b advertising, , , , , business survival plan, business to business strategy

    Today, businesses need a survival plan.

    Why?  So they can position themselves for the turnaround.

    A survival plan goes like this:  Do all you can, marketing-wise, with a limited budget, so that you don’t lose ground, and so that as the economy gets better, you are considered as a premier supplier.

    A survival plan must be based on strategy.  Strategy is how you win the battle, and indeed the war.  Your strategies are based on your sales and marketing objectives.

    This takes some thinking.  So lock your team away for a day and arm yourselves beforehand with some solid research about your industry, your competitors, and your customers and prospects.

    At a minimum, a basic survival plan should include strategies dealing with: positioning (your value proposition, or USP); customer retention; branding (including brand engagement and loyalty); sales lead generation; segmentation of messaging; and customer service.

    Note that those are not tactics, but strategies.

    Tactics are what support the attainment of your strategies.  Luckily, today’s tactics — most of which are e-based — are more cost effective than ever, and much more measurable.

    If you need help creating your survival plan, give us a call at (651) 905-1400, or go here.

  • Rationalize, Simplify Your B-to-B BUDGETING Process

    Joe Hendershot 7:18 am on October 12, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: b to b advertising, , , , , business to business marketing budgets

    Struggling with establishing your business to business ad-marketing budget?

    When your boss or the company president says you can spend $xxx on marketing, chances are that figure is just a shot in the dark.  Use the “task” method — it’s the most RELEVANT way to budget.

    Here’s a link to a helpful article on b-to-b MARCOM BUDGETING … how to rationalize and simplify your advertising - marketing budgeting process.

    For more on b-to-b marketing STRATEGY, including objectives, tactics and budgeting, go here.

  • Yesterday: Mad Men. Today: Mad Tactics

    Joe Hendershot 12:40 pm on September 30, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: b to b advertising, , , , b-to-b marketing outsourcing, , , , , marketing outsourcing, ,

    In the past era, creative was king.  It was  ideas and  images that captured attention and won customers.  Madison Avenue at its best.  Three martini lunches.  Lots of money paid to talented creative directors.   Ad agencies actually  creating demand for products people didn’t even know they wanted.

    Today, it’s all about fine-tuned, multi-channel strategies, and dizzying tactics.  Not as simple, but surely more measurable, and in many cases, lower cost than in the past.

    As b-to-b marketers follow b-to-c marketers in areas such as online, social, video, optimization, e-mail and analytics, CMOs need to be better prepared, and better staffed.

    In such cases, outsourcing may make sense.  Learn more here.

    For strategy development, branding and online advice, see our free, no-registration downloads here.

  • B-to-B Marketing Optimism, and Budgets, Rising

    Joe Hendershot 1:25 pm on September 28, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: Add new tag, b to b advertising, , , , b-to-b planning, , , , b2b planning, ,

    According to an August, 2010 survey of 574 senior b-to-b marketers conducted by Duke U. and the AMA, marketing budgets will increase an average of 9.2% over the next year, compared with a forecast of just 1.1% in the same survey done a year ago.

    Over the next year, Internet spending will rise 13.6%, branding and CRM 8.3% each, and social media will grow to almost 18% of budgets in the next five years.

    The marketing execs stated that they are optimistic about their own company’s revenue prospects: 64% said so, as compared to just 47% a year ago.

    Now is a good time to get that 2011 marketing plan in place … for help with strategy planning, budgeting and more, go here.

  • Has The SEO Snake Oil Dissipated?

    Joe Hendershot 6:54 pm on October 14, 2009 | 0 Permalink | Log in to leave a Comment
    Tags: b to b advertising, , , , , , ,

    Many marketers, especially b-to-b marketers, have long considered SEO (search engine optimization) to have an oozy sensation to it, or maybe to have that voodoo-like aura.

    SEO is more than ten years old now.  At first, it was indeed a technical, complicated thing: trying to figure out – and stay ahead of – the search engines.

    Compared to SEO, online “advertising” seems to be easier for marketers to embrace.  Maybe more trusted.  No snake oil.  For example, PPC (pay per click) ads have always been pretty straightforward: make an ad and get visits to your website.  (I know, there’s a bit more to it.)

    Good b-to-b marketers ensure that SEO and PPC work in concert; these marketers know the value of marketing integration.  And they add a lot of SEM (search engine marketing) into the mix.  They also integrate their marketing with their sales efforts.  Good idea.  Too bad more marketers don’t understand that.

    Back to SEO: why is b-to-b SEO still treated as a third cousin with H1N1?  “Stand clear!”  I can’t tell you how many business-to-business marketers I meet, who dismiss SEO as unnecessary.  Yet they readily admit in the same breath that their website is underperforming!

    Here are a few FACTS you should know about SEO, or search engine optimization:

    1) Optimization is not voodoo: it’s a defined set of technical and non-technical things you need to do to your site to make it “found” by the search engines.  Search engines have rules; you need to play accordingly.

    2) SEO is not expensive: it does not (in most cases) mean a re-design of your website (design is always costly).

    3) A website that is optimized works as a website should: it organically (without PPC) draws visitors who are looking for the company’s products or services.  Why do you think some sites are always on top, and others on page 17?  It’s not luck; it’s skill.

    4) SEO should be a key component of your marketing plan.  And it’s not SEO-and-we’re-done … it’s ongoing content management work (not difficult; you just need a bit of creativity.)

    5) “Don’t try this at home” … SEO experts are called “experts” for a reason.  It’s like going to a specialist if you have a problem; you want the right people doing the work.  Most firms that list “seo” in addition to 15 other things they do (especially design firms), do not truly know SEO.  This is based on personal research; call me for details.

    6) SEO is measurable: search engine by search engine; keyword phrase by keyword phrase.  This allows you to track results and modify on the fly.

    7) SEO does take some time, but it’s not bad: expect to see initial meaningful results in 90-120 days, and some very nice results – if you pay attention to content management – within six months.

    The bottom line with SEO is this: it’s a proven, non-voodoo, mandatory tactic for business marketers.

    For more info on SEO, go here.

    If you’re in the Minneapolis area, go here.

  • BMA (Business Marketing Assn.) Premiers B2B Inc. Video

    Joe Hendershot 12:34 am on August 7, 2009 | 0 Permalink | Log in to leave a Comment
    Tags: b to b advertising, , , , b-school video, , , , business social media, business video, , mba marketing video

    The U.S. business marketing world’s principal member group, the Business Marketing Association, has just premiered the YouTube educational video, “The Evolution of Business Communications”.

    The video was produced by B2B Inc. as a demonstration of its online video capabilities. It’s available as an “unbranded” version for marketers, educators or meeting planners to use as a meeting-starter tool.

    See the BMA launch here:

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