CategorySmall Business 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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Core Concept: Key Ingredient for Blogs, Facebook and More

Dear Mr. Communicator: Should I blog? Should I be on Twitter? — an executive looking for inspiration

Use your Fundamental Idea as the key ingredient, whether the recipe is for a blog, a website a company brochure or a white paper. If you get this right, you deserve latkes — potato pancakes — with applesauce (lower left).

When clients ask me these questions, the answer is almost always, “do you have something to say?” In other words, if you don’t have a message — a Core Concept — it’s fairly useless to worry about how you’ll deliver it.

To the business owner who dreams of getting a lot of “likes” on his Facebook postings, the concept of a message strategy can seem a bit foreign. So I illustrate it by talking about my favorite topic: dessert.

Lately, as I have been having occasional business meetings at Baker’s Square – for their free wireless Internet, of course – I’ve been thinking about pies.

Should I have Country Apple, French Apple or Apple Cinnamon? Should I accompany the pie with a cup of apple-flavored herbal tea?

They’re all different formats of apples, and obviously they couldn’t exist without the apple.

(At about this point, it should occur to you that in my fruit-flavored analogy, the apple represents the Core Concept. Clever, no?)

Let’s expand the analogy to include just plain apple slices, apple slices with peanut butter, apple slices in a salad, applesauce (on potato pancakes, of course), apple cider and taffy apples (a favorite of both my wife, Estee, and my daughter, Lia).

Before Blogging, Know Your Basic Message

If you don’t have an apple – a Core Concept – you’ll have a hard time coming up with something to blog about on a regular basis.

But if you have a basic message, or a perspective on your business, you’ll never run out of topics.

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Business Card is No Longer the First Impression

I’m Proud of My Business Card

In the Internet Age, you need more than a nice business card to create a good first impression.

In the midst of a recent Communications Audit – that’s my term for a brainstorming session and review of marketing materials – a lively discussion developed on the topic of business cards.

In this Age of the Internet, ye olde business card remains an important marketing asset.

The discussion on this particular day was the value of embossing the firm’s logo on the card.

It’s a well-turned phrase, but also a truism, that a nicely embossed card creates a good impression.

Describing his embossed card, the client said, “When I present my business card to a customer, I feel proud about the way the card looks, and it shows that I’m proud of the business.” The sincerity in his voice and his dedication to running a customer-focused company helped me to understand why he is such a successful salesman.

Creating a Good First Impression on the Internet

But while we’re examining his embossed calling card, let’s also think about how effective it is in creating a first impression.

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