Everyone wants to be on the top of a Google search results page. But, here’s a question: Is it possible to achieve this without tons of money spent on pay-per-click advertising, like Google AdWords, to make it happen? Understanding how search works and what you can do to maximize your visibility in terms of SERP (search engine results pages) can help. In this blog, I’ll cover some top-level concepts that can improve your understanding of the process and key you into specific areas on which to focus. In my next blog, I’ll offer up specific suggestions on what you can do to create an SEORead More →
Today’s technology has blurred the lines between our personal and business lives. Communications flow freely as we share opinions, greetings, and information that connects us with people who feel similarly… or not. From a personal perspective, this freedom of expression is normal and accepted. A sense of community is strengthened when friends deliver birthday and holiday greetings. When opinions don’t jibe, a little textual repartee is to be expected and often even enjoyed. However, social media for business requires a different tact. There are two rules you’ll want to follow when implementing your B2B social media campaigns: Keep your content business-like Don’t waste your businessRead More →
Target Your Marketing To Your Customers Recently, I’ve written several blogs on social media and the value of adding it to your promotional mix. While there’s no doubt that it can assist many in building awareness of their brand, just because everyone else is doing it doesn’t necessarily mean it’s perfect for you. When you’re trading off dollars and resources, you should be careful to not abandon ways that have worked for you in the past. The digital marketing revolution has certainly changed the marketing landscape, offering greater opportunities to better target potential customers with your messages. It has given birth to some very effectiveRead More →
Recently, I wrote about determining the return on investment (ROI) of social media marketing using a traditional sales forecast model. If you have been looking to understand social media ROI, you’ve probably encountered another way to look at ROI using the following mathematical formula: ROI = (Gain / Total Cost) 100 So, how does one go about concluding the answer to the above? It can basically be broken down into the following five steps. Step 1: Calculate your costs For the above equation, your total cost is made up of all the expenses related to a social media program, including salaries, training, the cost ofRead More →
Does social media marketing work? Is it worth the investment? These questions are often top-of-mind for business owners who don’t yet use it. It can seem like a significant amount of time and money to put into something with an uncertain return. In fact, one of my latest conversations with a CEO of a small software company was exactly this – “What is the Return on Investment (ROI) if I invest in social media marketing?” To answer this question, we took an in-depth look at how social media marketing affects the bottom-line for smaller business-to-business companies (revenue ranging from $2M to $50M). We analyzed itRead More →
Felice Katz, Graphic Designer at Porter Consulting
I get all sorts of requests to create printed materials that feature detailed artwork. Sometimes the finished art is needed in a large format: 10 foot wide stencils of an old airplane, or maybe trade show banners that need to be seen across a huge exhibit hall. Or on a smaller scale, there’s the 8 ½ x 11 corporate datasheet with lots of charts.
The stencil client says, “Here’s something I grabbed off the internet for that plane art you’re doing. Use this.” The banner client drags a logo from his website to his desktop, emails it to me and asks “Is this good enough quality?” And the datasheet client supplies a photo of a chart someone snapped on an old iPhone. It’s fuzzy.Read More →