Month: February 2016

How to Tie Your Marketing Together with How-to and Tutorials


The Web has become the go-to source for how-to help on any topic at any time.

So, when integrating your marketing efforts to reach and serve business customers, remember that the relationship can begin with a problem a potential buyer has—one that leads him or her to Google a how-to question that you could be providing.

At such a moment, being there with the answer assures potential customers that you’ll be there to support them after the sale.

Google calls these times of instant needs to fill in a gap of knowledge micro-moments. Being there with an easy-to-follow how-to that ties into the other facets of your marketing efforts will be a great foundation for building long-term and loyal customer relationships.

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Using Podcast and Streaming Video as Part of an Integrated Marketing Strategy


Amazing developments during the past decade make it possible for anyone holding a smartphone connected to the Internet to accomplish feats that 15 years ago would have required thousands of dollars in video and audio equipment and millions of dollars to own the licenses required to distribute such content over the air or via cable.

Converging technology related to the quality of audio and video capture with smartphones, digital cameras and recorders, plus the variety of means to distribute audio and video files have given any business marketer the opportunity to communicate with the world.

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Too Many Options? How to Select the Right Mix of Media for Your Marketing Efforts


Print magazines. Digital editions. Trade magazine websites. Social media channels. eNewsletters. Webinars. Trade shows and events. Email campaigns. Native advertising. Mobile apps.

The tools you have at your disposal to create an integrated media campaign are wide and varied, and each of them has something different to offer your potential customers. BNP Media conducted research into how business managers and executives use various types of media in their work and discovered that different kinds of media inspire different actions.

No matter the media, B2B consumers are likely to take some kind of action, whether it’s sharing information with a colleague or friend, investigating the services and products further, or ultimately making a purchase. In fact, more than 75 percent of respondents said they’d take an action of some kind after reading a print trade magazine, its digital edition or visiting a trade magazine website.

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