Blog Archives: Brand Management

June 12, 2014: Users online are smart. They use the internet every day and are no longer phased by fancy blinking banner ads or emails that promise they will make $5,000 in a single week. In fact, KoMarketing’s 2014 B2B Web Usability report revealed that the top elements causing buyers to leave vendor websites included distracting video or audio that plays automatically and animated ads that crawl across a page or pop up.

Yet, businesses continuously “dumb down” their marketing and advertising for users in hopes of reaching the highest number of people. While the world has no shortage of idiots, the average internet user is middle class and many have an advanced education: the 2011 census showed that almost 90% of all households in the United States that had bachelors degrees had internet access.

Instead of tricking your audience into believing something is real (e.g. the Pepsi Max commercial that the internet has decried as fake), why not focus your efforts on creating lasting connections through genuine storytelling, which makes great experiences for your users?

May 29, 2014: While this title is a little sensationalistic, it serves a good reminder that we as marketers occasionally focus too much on the idea of strategic B2B marketing and how it is supposed to work, instead of looking at the tactics that are actually unsuccessful versus successful, especially in a highly digitalized and mobile world.

Perhaps B2B marketers should become less intent on email blast and mass messaging for their particular audience and turn their attention toward what their customers actually want: campaigns may be more fruitful, regardless of inbound versus outbound focus. Let’s look at the concepts behind a B2B marketing world where the thought of traditional marketing didn’t actually exist, and real connections did.

May 1, 2014: DMFB ConferenceWe have a busy May here at KoMarketing, with several conferences this month and summer officially kicking off Memorial Day weekend. That being said, I’ll be headed to Raleigh, NC next week to speak at the Digital Marketing for Business conference. If you aren’t familiar with the show, it’s a 3-day conference featuring 40 sessions geared toward small businesses, enterprise marketers, and marketing experts.

While I’ve presented on a number of topics ranging from link building to WordPress to content marketing, I’m really excited about the topic for this show, “Building Your Online Brand Through Customers.” I’m a big believer that existing customers are one of the best (and most overlooked) assets of marketing and can play a major role in a company’s brand, especially online.

October 2, 2013: There are few things in life better than having that “Ah, Ha!” moment. You know, when things start to really click and a path for the future becomes a bit more clearly defined. Myself, and I’m sure other marketers in attendance at the AMA’s “Past, Present, and Future of Content Marketing: Impacting Behavioral Change” event had a few of these moments, as we listened in on a thought-filled panel discussion among esteemed industry experts.

July 31, 2013: When building out a distinctive B2B brand message, one of the questions branding experts might ask is, “What are the current perceptions and attitudes about your brand?”. We all have our own perceptions, but nothing compares better than how others perceive or associate your message. While the easiest and most direct way to obtain this answer is to actually ask the customer(s), there are reasons why this might not be possible.

First, customers are busy and it can be difficult to get their time for such an exercise, especially for such a potentially penetrating question. Second, because of the sensitive nature this infers, customers may be reluctant to speak candidly (this is why branding experts would often want to interview customers separately).

Fortunately there are internet marketing related reports and resources that provide immediate insight into how well your B2B brand message resonates with target audiences. Here are five examples to consider.

March 26, 2013: A few weeks back I wrote a column for Search Engine Land on B2B buyer personas. In exploring the persona concept, it further supported my opinion that for SEO to truly be effective for the B2B organization, SEO needs to run hand-in-hand with traditional B2B marketing initiatives.

In this post, I want to discuss how B2B SEO discovery can be integrated into buyer persona development, in turn creating a more effective search engine optimization strategy in the long run.

November 5, 2009:

mea culpa

What do I always tell clients, family, friends, cocktail party-goers (whose eyes glaze over as they get the answer), etc. when they ask about how social media can really benefit a non-consumer-products company (i.e. B2B social media)?

Build relationships.  Strengthen relationships.  Be genuine.  Add value.

I always add something like “social media can help with driving traffic to your site and building links for SEO, but that isn’t the main goal.” (clients seem to enjoy this; friends, family, cocktail-party-goers – not so much).

And I believe it when I say it – and I believe it now.

September 25, 2009: What are you doing to establish trust in your personal or company brand today? Trust is a core component of a successful social media strategy. Without it, your promotional efforts may fall flat and your message often goes unheard or unread.

How do you establish trust online? One way is to help other colleagues in their endeavors online as well.

Unfortunately, trust is not established overnight. It’s going to take time, development and sound execution in order to be successful. That said, there are little things the online marketer can start doing today to get the ball rolling.

April 10, 2009: When most people think “search engine optimization” they think “title tags”, “keywords” and “content”.  The majority don’t realize that the technical elements also play a very large role in how successful a site becomes.

The cleaner a site is “technically” the easier it will be for search engines and users to find it.  All the on-page optimization in the world can’t help your site if no one sees it.

What got me thinking about this?

Today I was day dreaming about food (per usual) and I decided to see if there were any deals on gift certificates.   I typed restaurant.com into my address bar and what did I get?  An error page!

March 31, 2009: dizzysmileBusinesses are constantly hearing about the new “hot” site or the success of someone else in social media and think they too should be jumping right in there.   What people fail to see is that social media isn’t something you become great at overnight.  These success stories didn’t happen because someone at the company simply signed up.

Social media takes work and it can certainly be overwhelming to get started with.  The good news is that there are a number of people out there who know what they are talking about.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

Scott Stone

"We have a successful online business, and wanted to take the next step. We approached KoMarketing with the notion of leveraging its expertise in building better search rankings. Both in our defined critical areas and across the board, KoMarketing has helped us grow our presence. They were hired to expand our visibility, but took extra steps to provide many useful recommendations for other areas of our online presence that have had positive impacts. Derek and his staff work hard and take extra steps to ensure you succeed. They are an outstanding partner." - Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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