If you have been following March Madness, you know the fabulously creative Capital One ad featuring NBA-legend Charles Barkley wearing his "snack hoodie." It’s genius. It reminds me that we all need to look at things a little differently, perhaps with a less serious approach. While B2B marketing must not sacrifice gravitas, a well-thought-out creative business development strategy may be more memorable.
Savvy professionals use LinkedIn for networking, business development, competitive intelligence and other strategic B2B purposes. As we adjust to the new set-up, here are my top take-aways to know and do now.
A recent onslaught of clever Internet villains have certainly got my attention. I have heard of and seen websites hacked in a number of painful ways including the addition of blatant ads for body-part-enhancing drugs, the transformation of all text into Chinese, and the not-so-subtle placement of flashing pictures of naked women on the (aka my) blog page.
Companies often seek to build awareness about years-in-business milestones, expansion and moves, and other newsworthy accolades via business events. These business-centric gatherings allow organizations to connect with clients, customers, prospects and other centers-of-influence for face-time; events are a nice change of pace from the world of e-mail communication and phone conferences that often dominate our time-stressed interactions.
Mobile-geddon is here. Basically, as I explain to my clients, Google’s new algorithm will favor sites for ranking purposes that are mobile optimized. While this functionality has been built into most new websites in the last few years – we knew mobile-geddon was coming – companies that use their websites as no-frills, online brochures may not have adopted responsive technology.
From holiday video greetings to shiny new website launches to major milestone events, communicating with clients via e-mail “campaigns” is an integral and strategic element of today’s marketing approach. When combined with tactics to leverage basic social media and drive traffic to your website, it becomes a vital component to generate ROI of marketing dollars for business professionals.