CategoryEmail Marketing

Do-It-Yourself B2B Marketing and Communications Tools

Note from Jonathan: You’re busy running your business. How can you possibly keep track of your marketing efforts, especially when the list of available tools gets longer every hour? Our colleague Morrie Goldman penned this helpful list of resources for business-to-business (B2B) marketing that will send you in the right directions.


By Morrie S. Goldman
Definitive Marketing, Evanston, Ill.
(Guest writer)

Web Sites and Blogs

Morrie Goldman

Morrie Goldman, B2B Marketing Expert in Chicago

If you don’t have a Web site and you are in business, you need one! If you have one that’s more than a few years old, you probably need to re-evaluate it. Look at competitor Web sites for comparison, then try searching your keywords or business category on Google and see if you can find your site. Talk to an experienced marketing communications professional.

Limited funds? Build your own basic Web site from a variety of templates, from web hosts like these.

Without even registering a domain name, you can build an attractive site by mustering your creativity and heading over to wordpress.com or weebly.com.

These low-cost hosting providers offer many good templates:

Better solution: learn how to build a site in WordPress or have a pro build it for you. This open-source (no charge) software is also the most popular for creating a blog. Learn much more at wordpress.org.

Search Engine Optimization (SEO)

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Getting in Front of Your Audience by Email

Constant Contact newsletters we’ve designed and managed recently.

Some time ago, I wrote about whether the popular online communications tools (Survey Monkey, WordPress, etc.) are as user-friendly as they claim to be.

They’re getting better, of course. In particular, Constant Contact has been making frequent improvements in their user interface, as well as adding quite a few new templates.

That’s one of the reasons I signed up with Constant Contact to be a Solution Provider. Visit the Jonathan Lehrer Communications site for the whole story and how you can sign up for a 60-day free trial with Constant Contact.

You might also benefit from my critiques of some Constant Contact newsletters. Maybe you’ll pick up a few tips for your own email marketing efforts.

If you want to chat about what your organization might do with an email newsletter, I’m here to help.

Our communications know-how and editorial experience, along with the leading online newsletter provider is a combination that will turn you into a publisher-marketer.

“Critique My E-Newsletter” Yields Tips for a Better Email

Does the banner image on your email newsletter need to be as large as my house?

That’s the question I considered today while reviewing some email newsletters on the Constant Contact user feature call, appropriately “Critique My Email,” a page where I landed while working on the enewsletter for my client, the Middle East Peace Network.

Regardless of which email newsletter service you may use, the suggestions I gave my fellow Constant Contacters may be useful tips for a better enewsletter for you.

BANNER IMAGE: Should be attractive, engaging and compatible with your Web site. And it should be fairly small. Try looking at your newsletter on a tablet or netbook computer. If the banner takes up more than a third of the page, it’s too big. Why? Because you want readers to see your most important content without scrolling.

BOREDOM: Engage your readers by replacing generic headings — especially in your Table of Contents — with specifics. Instead of “April Newsletter,” use something like “Spring Cleaning Tips You Can’t Live Without.”

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