The 2013 Roundup – Part 4

To finish off the year, as usual, I’ve picked out a bunch of articles from over the last 12 months which I think still have a point to make. So this week I’m bringing you ten articles a day which you may like to dip into before launching yourself into your 2014 marketing. Enjoy! (I hope).

MARKETING MATERIAL

Nobody’s going to have high expectations of the quality and usefulness of a technical guide, if you’re just saying “come and get it”.

MISLEADING

Google probably isn’t generating nearly as many prospects as you might imagine.

MISSION STATEMENTS

If a mission statement contains a sentence where the opposite would be undesirable, you know it’s just waffle.

PART OF THE MARKETING STORY

It makes no sense to spend £20,000 (or even £2,000) on an advertising campaign or exhibition season without spending £500 on a dedicated web presence to accompany it. Investigating your offer online is the next step for almost everyone who saw your advert or met you at an exhibition, so you need to be ready for them.

PASSWORDS

A sensible password strategy involves two rules: passwords should be long, and passwords should be different.

PERFECT TITLES

(The webpage) title is your “headline” in the Google results, and is more important than any advertisement headline you’ll ever write. What should a perfect title look like?

PHOTOGRAPHY

A trade magazine from 1993 would feature dozens of photos of industrial products which were inventively staged, well lit and professionally shot. Today’s editors must despair at the sheer awfulness of the stuff they’re sent.

PRODUCT PAGES

A product page can talk about the benefits of the product, show a demonstration and ensure that follow-up appointments are made. But instead, here’s what most product pages offer.

REVEALING ALL

I believe that the more information you give about a product, the more sales leads you’ll get, and the happier the sales department will be.

SALES MATERIAL

I do like the idea of turning the features and benefits of your product into a useful “Top Customer Requirements” document. This (would be) excellent to use at the early stage in the buying cycle, before prospects want to talk to sales.

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