Marketing Profs Daily Fix Blog

Give your emails a fighting chance

It’s amazing how many people assume that marketing emails which don’t bounce back have been read by their recipients. In fact, the response rate of your emails may be much better than you think. But only because far fewer of them get read than you imagine. After your email has disappeared into the void (and not been returned), it has to negotiate a long list of tricky hurdles: spam filters at the Internet Service Provider level; firewalls at the recipient organisation; personal spam filters; recipients not liking the subject or… Read More »

Empathy has always been the key in industrial marketing

There’s some discussion going on in the more academic marketing world at the moment over whether emotional marketing has finally been beaten by rational marketing. This might seem a world away from our everyday concerns in the business-to-business sectors, but it does have some relevance. In Right-Brained or Left-Brained Branding? on Marketing Profs Daily Fix Blog it highlights that this move might just be a misreading of consumers wanting reassurance rather than indulgence, a situation which most industrial marketers will take for granted as being normal. The article suggests that… Read More »

Website redesign from the inside out

Today I have a tremendous article which I want you to file away somewhere safely for the day when you decide to “redesign” your company’s website. Redesigning Your Website: Who’s Taking Care of the Content? on the Marketing Profs Daily Fix Blog discusses the most important omission from almost every corporate website redesign: what is actually going to go on this great new website. If you talk to website designers, you’ll find that nine times out of ten, when they’re approached by a client, they’re told: “We’d like a redesigned,… Read More »

I’d never thought of that

You may be one of those people who think brainstorming is a woolly management idea which takes your team away from their real jobs, yet produces very little (while requiring significant expenditure in biscuits). But most people who have attended a brainstorming session run by an experienced facilitator will be great fans – I became a convert many years ago after attending one at an open day run by a local management consultancy. However, it’s quite possible to run a really good session without professional outside help. The Marketing Profs… Read More »

Identifying your top keywords

Most of the people looking for your products and services online use the search engines. Some of them will find you because they’ve typed in search terms – or “keywords” – for which you do well in the search results. You can see what they typed in by consulting your visitor statistics. But others type in keywords which you don’t do well for, and they never find you. What are they typing in? It’s imperative you find out, and work on ranking highly for those keywords too. You can guess… Read More »

Careful with that Axe

One of the articles I referred to last week suggested the economic crisis hasn’t reached many of our businesses (although that wasn’t the point of the article), and a reader here emailed me to ask “what planet is that guy on?” I’d actually run a seminar a few days before, attended by marketing managers from UK industrial companies, and I have to report the outlook was – perhaps surprisingly – upbeat. I guess it just depends on what business you’re in. It’s not boom time for readers in the construction… Read More »