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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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Create the Perfect Blog Post

Blog articles should be short

A blog post should be 300-400 words.

A client recently sent me an article to post on the organization’s blog. Her email noted that it might be “a little long.”

No kidding! It was more than 1,300 words.

In this era of what I like to call the Internet-Induced Attention Deficit Issue, my client’s proposed blog post was about 1,000 words too long. Edit it, slice it, cut it or split it into three posts.

Bloggers and webmasters have become obsessed with SEO — search engine optimization — a collection of techniques that get your page ranked highly by Google, thus attracting visitors to your site and bringing bundles of fame and fortune. The folks at Google say the best way to get their attention is to create a page that is useful for a human reader.

The best length and format for a blog entry

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‘Live Drafting’ plus Google Docs Creates the Ultimate Team Collaboration Experience

My client was amazed.

“I’ve never seen anything like this,” he exclaimed to me recently, as we were working together to draft his responses to an important questionnaire. (As his consulting wordsmith, my role was not to create the responses, but to help him express his ideas in clear, accessible language.)

Google Docs plus Jonathan Lehrer's "live drafting" technique add up to effective brainstorming.

Google Docs plus Jonathan Lehrer's "live drafting" technique add up to effective brainstorming.

The client was talking about my technique of “live drafting,” which I recently described at Chris Ruys 1 on 1.

Live Drafting is a brainstorming technique that uses a large screen to make  collaboration quicker and more effective for team members. Rather than relying on flipcharts or dry-erase boards, I connect my computer to a projector and write or edit language live on the screen while all the participants watch.

Live drafting with Google Docs

This client, a successful engineer and businessman, surely has been involved in brainstorming, but the revelation was how Google Docs improved the process.

The statement that I had created as a Google Docs document was projected from my PC onto the wall of his office. I showed him how to log into his Gmail account and open the link to the Google Doc I had just sent him.

In a moment, he was able to simultaneously edit what I was writing.

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