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Posts by David Loomis

The 5 essential levels of B2B influencer marketing

News Flash!  Influencer marketing isn’t just for B2C brands.  But B2B influencer marketing is more involved than you might think.  While Gucci can easily send a free handbag to a popular fashion blogger, it’s hard to send samples of chemical compounds, high-end fittings or fabric roofs.  Yet, all B2B companies have influencers and a number of new tools at their disposal to reach them.  The trick is identifying who they are and engaging them properly.

Influencer Marketing

There are lots of definitions, but I like this one from Lee Odden:  “Influencer marketing is the practice of engaging and collaborating with internal and industry experts that have active networks to help achieve measurable business goals.”  Influencers have been around forever, right?  A potter…

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Digital intelligence: 6 reasons you need it more than ever

It’s hard to imagine any marketing initiative that doesn’t have digital woven into the very fabric of the effort. We’re working daily to optimize our websites, email, social and media channels. We don’t lack options – just the opposite. Sometimes we’re overwhelmed with the choices, as well as with software salespeople promising breakthrough transformation. The tools and the tactics are so prevalent they’ve become table stakes. 

So, what can differentiate companies and brands now? Strategy. Linking communications strategy to overall business strategy. Aligning tactics to the targets. Now that everything’s digital, smarter application of its power separates mastery from mediocrity. Here are six reasons you need digital intelligence more than ever:

  1. Your competition…
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The 5 Hottest Trends in SEO for 2016

2015 was a big year for SEO as Google announced new rules and implemented top-secret algorithms.  2016 will prove to be just as dramatic as the pressure mounts for sites to be more agile, safe and credible.  Dix & Eaton’s Senior Advisor and SEO specialist, Linda Nawrocki, offered us her perspective on what’s hot… and what’s not – and this list of the top trends for 2016.

1) Mobile Madness

Last year, the total number of Google searches on mobile devices surpassed those on desktops.  Not long after, Google announced mobile as a search priority, and that it would penalize the ranking of websites that weren’t optimized for mobile devices. This announcement caused a flurry of new websites to appear with responsive design and the now-ubiquitous scrolling screens.  This…

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16 for ’16:  A Checklist to Tell Your Business Story Better - Part Two

In the first installment of this blog post, we covered eight tips for telling your business story better.  Here are eight more to round out the “16 for ’16” we promised.  While they may seem to cover a wide number of concepts, when combined with the first eight the checklist roughly follows Dix & Eaton’s methodology of “discover, develop, deliver” for content marketing strategy, in which we recommend assessing the situation first, then setting the strategy and finally choosing the tactics…a good approach in almost any situation.

So give these a try: 

9. Write the “children’s book” version of your company story as an internal exercise.  The “once upon a time” is your creation story.  The “big bad wolf” is the main problem your customers face.  You’re Superman.  How…

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16 for ’16:  A Checklist to Tell Your Business Story Better - Part One

Every day we’re inundated with new marketing ideas promising to change our world.  We can’t possibly try them all, so we try a few.  But when we look back at our marketing messages – our business story – we realize we’ve been saying the same thing for years.  Time out.  Why not resolve this year to say something different?  Something better.  Back to basics.

We want to suggest 16 steps – not all easy, but all important – for recharging your company’s business story.  You don’t need to do them all, but checking off even a few of them will make a big difference.  Best of all, none of these actions involve revolutionary software in the cloud.  In fact, you’ll find these suggestions quite down-to-earth.

Here are the first eight tips:

  1. Rediscover your business story.
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