Elaine Fogel


Do You Treat B2B Customers Like Consumers to Win Their Online Business?

Woman shopping onlineIf your company’s target market segments include other businesses, how are you treating them online? Do you view their buyers differently because they represent organizations, or do you treat them like individuals?

If you approach B2B online marketing the same way you would if customers and prospects were consumers, you’re ahead of the game. According to a recent study by Forrester Consulting for Intershop, and reported by eMarketer, “Business-to-business (B2B) end-user buyers—nonprocurement business professionals who purchase products and services for work-related activities… want a consumer like experience when researching and making business purchases online.”

Now, how do these buyers find your online presence?  Continue reading

Overwhelming Majority of B2Bs Use LinkedIn to Distribute Content

In the business-to-business world, LinkedIn is the king of content. In fact, 94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often.

The 2015 B2B Content Marketing Trends - North America from Content Marketing Institute/MarketingProfs also demonstrates that respondents find that LinkedIn is the most effective of all social media platforms. What’s interesting is that 55% of respondents represent micro and small businesses in North America.

So, why is LinkedIn number one with B2Bs?   Continue reading

Why LinkedIn Says it Should Be Our #1 Choice for Sharing Professional Content

linked-in-studyAccording to a new LinkedIn study, professional content consumption is dramatically rising—especially on LinkedIn, where over 1.5 million publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform. The numbers are impressive, I must admit. LinkedIn calls the members who are consuming and sharing professional content in record amounts, “Content Revolutionaries.” These are the people marketers should be targeting, it says. Here’s what the study uncovered: Continue reading

Isn’t Content Marketing Getting Overcrowded?

dance-floorContent marketing is all the rage as companies and nonprofits scramble to become publishers or maintain their publishing schedules. I have one question? Isn’t it getting overcrowded out there?

Every time a new marketing tactic comes along, it seems like everyone wants in on the bandwagon. It reminds me of high school. Once one popular kid wears something trendy to school, the next day, everyone else shows up wearing the same thing. It doesn’t bode well for individualism though, does it?

Now, I’m NOT saying that content marketing is a bad thing. Quite the contrary. I practice it and advise others to use it, too. BUT, not to the exclusion of everything else! Continue reading

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