by Paul Mosenson | Dec 24, 2018 | Advertising, Media Planning, Pay-Per-Click
The name of Google is practically synonymous with search, to the point that few people even realize alternatives exist for paid search in places other than Google. They do exist, however, and both Bing and Yahoo have paid search platforms that users can advertise on in much the same way as they do on Google, often with better results. In fact, Bing and Yahoo have both grown over the past year, which means they must be doing something right.
by Paul Mosenson | Dec 12, 2018 | B2B Lead to Sale Process, Marketing Strategy
As content becomes more and more powerful and effective, the lines are becoming blurred between advertising and editorial material. Paid marketing content that looks and feels like the “real” thing, i.e. journalistic material, a feature article or a scientific report, is called native advertising because it appears “native” to the channel through which it’s delivered. It naturally follows the form and function of the user experience in which it is placed. Trickery. Well maybe, but It actually offers a range of benefits for both the publisher and the reader.
It’s used mostly in B2B environments or long-term B2C sales, and requires a number of steps and components to make it successful, depending on the size and complexity of your average sale. These could include building awareness, achieving relevant positioning in your market, and “marrying” your marketing strategy with your sales process.
by Paul Mosenson | Oct 28, 2018 | B2B Lead to Sale Process, Marketing Strategy
Demand generation is the process marketers employ to make clients want to buy their product or service. This differs from lead generation, which is intended to make people want information about your offering.
It’s used mostly in B2B environments or long-term B2C sales, and requires a number of steps and components to make it successful, depending on the size and complexity of your average sale. These could include building awareness, achieving relevant positioning in your market, and “marrying” your marketing strategy with your sales process.
by Paul Mosenson | Oct 6, 2018 | Lead Nurturing, Marketing Automation
The absolute best way to reach a potential customer is to build a relationship with them. In the old days, salespeople did this by calling on prospects either by phone or in person, to learn what their needs were and provide them with the right information at the right time, using the best media for the individual.
Nothing has changed. That’s still the best way to generate new sales, but marketing automation has changed the way we do it. Here’s how to manage your marketing automation effectively for excellent results.
by Paul Mosenson | Sep 23, 2018 | Marketing Strategy, Mosey's Marketing Minutes
You know, before beginning any new marketing program for your product or service, or if you’re evaluating your current marketing program, sometimes it’s good to relook at your own products and services from a value proposition standpoint. Just to be sure your message is on point. Years ago I wrote a content marketing template ebook- here are the first few slides that showcase some compelling questions to think about. What makes you different? Why should prospects buy from you? Think about it.
