Red On Marketing Blog

B2B Website Disasters (giant blobs and other sightings)

Repel visitors with ease

By Rebekah Donaldson*

(*Note: To develop this article, I took Writing Web Content for the Online Reader by Cris Rominger and turned it inside out.)

Websites have been a standard business marketing tool for more than a dozen years, and yet some folks still don’t know how to present material well on the Internet.

People don’t look at the computer screen the way they look at the printed page, or even the television set.

The web demands its own approach if you want your content to grab the eye and get attention.

With that in mind, you may be headed for a B2B website disaster if you:

Get stingy with hard facts

Business-to-business buyers are information hounds. They spend a lot of time researching, evaluating, and compiling information online because it helps them make decisions. According to Enquiro research, a full 92% of respondents turn to online resources in the early stages of the buying cycle. What b2b folks don’t like is promotional fluff, mission statements, and other marketing blah blah.

Throw giant blobs of text at your visitors

As information seekers, we’re goal oriented, impatient and critical. We scan rather than read. People have a hard time dealing with more than 100 words in a solid block, according to Crawford Killian, author of Writing for the Web. (Also check out Killian's fiesty post How not to write for the web -- I'm e-swooning.)

If you have more to say, break the chunk into two or three paragraphs, each with a subhead, all surrounded by lots of white space.

Avoid transitional phrases so your content chunks can stand on their own. Information on the web works best in modular rather than linear style.

Take your time getting to get to the point

Heat maps and eye tracking studies repeatedly show that headings grab our eye. To leverage their impact, use descriptive phrases that tell the reader what the content is about.

Place information carrying words at the beginning of headings to quickly convey meaning and use language your readers understand. If they "pick up an information scent" (Cris' term), they’ll drill down. And if they find relevant information that serves their needs or interests, they’ll read.

Write in a flowery style

Use strong verbs. Write in the active voice. Get to the point. "Marketing prose" does more than slow readers down. It annoys them.

Make readers work for information

Help the reader learn what the paragraph is about by using boldface type for information-rich keywords.

But don’t go overboard. Too many bolded words are distracting and hard to read. Use bulleted and numbered lists when appropriate. They rank right next to headings as the most-scanned areas of a page. Bullets are a great place to convey key benefits.

Consider tables for voluminous information. Tables or matrices can quickly convey and compare information that is easily lost in text.

Make the page too gray

Use photos, graphics, and captions to guide the eye and reinforce your message. They are called anchor points. They are the places where we start looking at a page.

Don’t worry about the design

A sloppy or confusing design hides your message. A good design instills confidence and trust. The right visual segmentation and hierarchy will help readers see how to interact with you.

Social Media Marketing - the inside scoop

My dirty little secret about social media marketing

By Rebekah Donaldson

Alot of the questions I've fielded lately have had to do with social media marketing. But I have to tell you what I'm secretly thinking, and not saying, when answering those questions on the topic.

What I'm secretly thinking is,

"Why are we still talking about this? Social media is nothing special."

Which makes me sound very grouchy. And not very "I'm excited to help you find the right answers" - ish. Which is why I keep mum about it.

But, really, it's another way of communicating! Soon the fuss will fade, and it will be as normal as using email or a cell phone. No big deal.

Good old silver lining

One upside to it seeming like a big deal, though, is that companies seem to be feeling some heat to talk more with their customers in the ways and places that customers want to talk.

In the end, that's got to be a good thing. Like a diet someone else enforces... but the opposite. You know what I mean.

After the buzz

Wouldn't it be wierd if a business didn't have a phone number? Or a website? (I do know of one company whose founder insists on not having a website. I'd point to them here but...)

Not having any social media presence is not quite that wierd - yet.

But after 2010 it may be.

Get reliable marketing advice from MarketingSherpa - at a discount

So, good news. I just heard that you can get 50% off this week on MarketingSherpa's 2009 Social Media Marketing & PR: Benchmarks and Best Practices. Sherpa's guides are the single best source for sober, impartial guidance about what works and what's a waste of your time and dollars.

The guide will help you right now with your social media planning. It's based on in-depth research from 1,886 social-media marketing and PR practitioners. I think it:

• Helps you determine what really works in social-media marketing
  
• Saves you time and needless effort because you'll find out what doesn't work
• Gives you needed research and data points to prove the value of social media to your executive team

For me, the specific case-studies are what are most valuable. Those really help with understanding real-world possibilities and ideas for practical implementation.

The note I got this morning said, "there are 14 copies left and the offer ends Nov. 30 or when the final copy is sold."

Get your copy >>

B2B Lead Generation Results, By Source

Visits and conversions by source for www.b2bcommunications.com Sept 7 to Oct 6 2009

By Rebekah E. Donaldson

Here is a screenshot showing the sources of our website traffic that converted to leads over the last month. Looking at the chart, I answer:

• What does this chart tell you about lead sources?
• How much did you invest to get the site working this way?
• We need to generate leads - what's the best way?

Visits and conversions by source (1 month)

This chart shows how different sources have driven visits, leads, and customers to www.b2bcommunications.com. The key on the right shows the sources tracked.

What does this chart tell you about lead sources?

To see our lead sources, we open our Hubspot account (more on this below) and go to the "Reports" tab and pick "Sources". There we have a chart showing visit to lead ratios by source:

Totals for Sep 7-Oct 7, 2009
Sources	Visits	Visit to Lead	Leads
Organic Search	590	0.68%	4
Referrals	265	2.60%	7
Paid Search	0	0%	0
Direct Traffic	547	1.50%	8
Email Marketing	0	0%	0
Social Media	86	8.10%	7
Other Campaigns	0	0%	0
Totals	1,488	1.75%	26

According to the chart, visitors from social media sources convert at the highest rate. A visit-to-lead conversion rate of 8.10% means that in the last month, eight out of ten visitors who came to the site via LinkedIn or other networking sites, responded. Visitors referred to our site from an article, blog, or website are the next most likely to respond.

How much did you invest to get these leads rolling in?

Hundreds of hours and tens of thousands of dollars over several years. The site re-launched in 2007 and it's been an ongoing process to make it so visitors find what they need and take the next step. And there's still so much work to do! Meantime, we've been at blogging, search engine marketing, and social media marketing since 2007 - and public relations since 2001. We've tried to always close the loop (see below), so we know which B2B lead generation activities work and which to avoid.

What is Hubspot?

Hubspot provides advice and software that helps businesses get found on the Internet by the right prospects and convert more of them into leads and customers. We use it to build landing pages, attract traffic, nurture contacts, track leads, and connect records about leads and sales with records about marketing efforts.

We need to generate leads - what's the best way?

Here are just two of many ways to get started. Do both or pick the one that work for you:

Get a 60 Minute Internet Marketing Planning Session.

Try Hubspot - Use all the powerful features of Hubspot for B2B lead generation. Free for 30 days.

NOTE: We are pitched weekly by companies looking for affiliates to rep their stuff. So far, we've partnered only with MarketingSherpa and Hubspot. In each case, we bought their stuff and recommended it to others before we were ever a partner. Now that we are a partner, we get a small % of sales we help generate. Just so you know.

Rebekah E. Donaldson ("Red") has led Business Communications Group since 2001. More >>

 

2010 Marketing Planning – Facts From MarketingSherpa

By Rebekah E. Donaldson

Everyone is supposed to be nailing down their plans for 2010 marketing efforts. What will go in your 2010 marketing plan?

As I write this, MarketingSherpa’s 6th Annual B2B Marketing Summit 2009 in San Francisco is winding down. And I don’t want it to be over. Every session, every speaker, and every piece of content was focused on helping attendees conquer the challenges of B2B marketing.

Here are links to get some of the facts you need for smart 2010 marketing planning.

Every marketer needs practical, up-to-the-minute planning and budgeting help when it comes to 2010 planning. And with B2B case studies, examples, and statistics from MarketingSherpa, you can justify spending using real-life results and plan new programs based on actual trends.

Here are some questions you may be thinking about this Fall, and my ideas on finding answers:

—

Q: What are the best-value ways to generate leads in 2010?

a. Let’s start with tactics to be wary of:

• Don’t depend on bought or rented email addresses — even if it’s somehow legal to email lists of strangers, your time is better spent pulling in prospects and building a permission-based house list
• Don’t  depend on cold calling — even if you can get past the front desk and call screening and voicemail jail, interrupting an executive is getting off on the wrong foot
• Don’t depend on a Flash video or wesite – usually, search engines can’t ‘read’ them and many busy business decision makers will skip them altogether
• Don’t rely on mailed letters — it’s increasingly expensive (think Fed Ex envelope made lumpy with some sort of item enclosed, etc etc) to get your mail opened… much less past the gatekeeper

b. If you only get one Sherpa resource, make it the 6th Annual ‘B2B Marketing Benchmark Report 2009-10’.

In it you’ll see:

• 2,631 marketing professionals surveyed
• 157 charts & tables
• First Ever: Social Media Marketing section
• 7 Marketing Insight sections, including: ‘Strategies & Tactics for a Rebounding Economy’
• 10 practical how-to best practices from the field

—

Search Marketing Benchmark Report 2009-10

Q: How should I balance PPC and SEO in 2010?

Should you bump up Adwords investment or focus on organic search?

a. Check out Cris Rominger’s article Effective Search Engine Optimization

b. Check out my article What’s Wrong with this Google Adwords Ad?

c. Consider diving deeper into what works and what’s a waste of time using Search Marketing Benchmark Report 2009-10. In it you’ll see:

• 679 marketers surveyed
• 176 charts and tables
• Stats on conversion, cost-per-click, and clickthrough rates
• Special Section: Worldwide & regional search
• Special Section: Critical Factors in SEO
• Special Section: Testing & ROI Tracking (B2B & B2C)

—

Q: Is business use of Twitter a flash in the pan?

a. Maybe. But probably you should get involved anyway. Here are 9 articles we’ve offered related to the business use of Twitter.

2009 Social Media Marketing and PR

b. Next, consider this resource: 2009 Social Media Marketing and PR: Benchmarks and Best Practices. In it you’ll see:

• 157 charts and tables on the emerging state of Social Media marketing
• 13 practical how-to best practices from the field
• Discover how Social Media is changing PR
• Find out the metrics and budgets of Social Media marketing
• Special report: Using Social Networking Sites for Demand Generation
• Special Section: “9 Steps to Social Marketing Success”

And now a question for you. What will you do differently in 2010?

Corporate Logos — examples of what does, doesn’t work

By Rebekah E. Donaldson

One of the big laughs in the fake documentary film Spinal Tap came when the band took to the stage to sing of Stonehenge. The set was supposed to feature a replica of a section of Stonehenge standing an imposing 18 feet tall. Due to a miscommunication problem with the set designer, it shows up at a ridiculous 18 inches tall.

Here’s a story about one of my own screw ups, some tips from the trenches of corporate logo design — and 5 corporate logos that help illustrate how a logo can help — or hurt — its owner.

When it comes to your corporate logo, you want something that works no matter what size. Sticking with the music theme for a bit, consider how graphic designers have had to adapt as the 12-inch LP jacket gave way to the 5-inch CD cover, and finally to the tiny icon that shows up on an iPod. A recent issue of Wired magazine gives examples. Your logo has to work as tiny square icon in a browser address bar and as a 50-foot long banner hanging from the ceiling of the Cow Palace… and also on business cards and in email marketing…

Creating corporate logos: when pros make mistakes

In 2007, I was trying to update our logo within two weeks. I considered lots of things before signing off on a final pick, but I didn’t test it in all contexts. Then when we applied the logo to our website, we had to use the logo in reverse — as white text on a blue background. The logo text looked a bit wispy and puny in this context — so we doubled back and doubled the letters’ width. I wasted some time and money fixing things because I skipped the step of testing the mark in a range of contexts.

Tips from the trenches of corporate logo design: factors to check

1. Is the name and tag line descriptive? Is the tag line credible?
2. Is the logo memorable? Attractive? Legible when tiny? Still strong when reversed?
3. Do customers instantly grasp the symbol, graphic or mark next to the logo’s words?
4. Can the logo fit inside a square? On one line if need be? In a column?

Compare the following corporate logos of companies trying to position themselves as on the leading edge of their fields. Symbols at right tell my opinion — I think three of them need updates to make them work. What do you think?

Bulldog Solutions’  logo meets all the criteria above.  The tag line, “Lead Generation Unleashed”, is small when logo is 150 pixels wide, but short and powerful like a bulldog. The dog can be shrunk to icon size and still convey just the right tone: tenacious, fierce, and loyal… with a wink of humor. The company actually uses a blue paw print for their browser icon. The name is clever but not too clever — together with the tag line it’s descriptive and compelling. Truly a brand identity helps its owner.

Bluewolf’s brand identity could work harder for its owner. The logo is clutter free, which is great. But what is a blue wolf? Why expend energy to figure it out? Their tag line doesn’t help me figure it out. It reads, “Success. Gauranteed.” Success at flipping burgers? The 100 meter dash? Fixing space stations? Also the logo is roughly 4 times as long as it is tall here. A 2×1 ratio is more versatile. Too, I’d add a unique mark their team could use when confined to teeny tiny spaces. (Indeed, I don’t see an browser bar icon when I visit their site. Warning: you’re forced to watch Flash if you visit. Heavy. Sigh.)

Rubicon Marketing Group’s red logo stands out — in a good way. In the browser bar they use a red capital “R” for their mark. The tag line “Marketing IS sales” is interesting – when I read it I think, “no B.S. here — tell me more!” Roughly 2×1 proportions make the logo versatile. There’s a bit of incongruity between the conservative traditional font and the hip modern out-with-the-0ld, we-are-pushing-the-envelope positioning statements. But otherwise a good example of a logo that helps its owner.

Verticurl’s logo has been updated since I started this post several months ago. Happily, now it has roughly 2×1 dimensions, has different type treatments to convey the distinction between the first and second parts of the word, and the tag line was moved below the logo and is pretty clear. Still worthwhile to consider a distinguishing mark. And for sure, someone needs to put a few minutes into the site banner, where the logo shows up blurry/pixelated. Good example of a logo that could work harder for its owner.

Pedowitz Group’s logo is most troubling. The graphic to the left of the words says to me “blue pizza!” and ”homemade logo! ” while the tag line text says: “The Leader in Web 2.0 Marketing” and their latest press release touts the company as “the world’s largest and most experienced provider of marketing automation services…” Oh no! The blue pizza is in the browser bar when I visit their site! (Flash in the site banner! Boo Hiss.) I recommend an upgrade for the logo, positioning statement, website, and marketing materials. The logo is hurting its owner’s brand.

Corporate Logo Checkup

There are certain kinds of corporate logos that won't help you - and others that will hurt your brand. Get our help checking your corporate logo design to make sure it's helping you in our Web 2.0 world.

“Solution” is not the solution in B2B marketing communications

By Robert Celaschi

I won't buy your product or service if you don't tell me what it is.

Fun and games!

Here’s a fun game:

Guess what each company is selling, using these lines from their press releases.

“…an expert in the image solution arena.”

“This is a result of an improved customer focus and strong actions to improve our solution competitiveness.”

“… delivers business-aligned solutions

“… a provider of mobility solutions”

And my favorite of the moment:

“… a trusted solutions provider to customers in manufacturing, health care, financial services, public safety, transportation & logistics, and other industries.”

Believe it or not, these companies sell specific things: elevators, servers, computer consulting services, camera phones, iPhone applications.

Drifting off message

I know how we got here. Back in the mists of the 20th century, some truly brilliant marketing folks got the idea that their company did more than push a product out the door; the product actually solved a problem for their customers.

“Mr. Customer, we aren’t just selling you a widget polisher, we are providing a solution to your scuffed-widget problem.”

But somewhere along the way, companies got so fixated on “solution” that they forgot to say what they are selling.

Think about the marketing material you are writing right now. When it falls into my hands, it may be the first time I have run across your company, and I’d really like to know what business you are in. But I don’t have time to play detective. Tell me the specific product or service, preferably near the start.

If you want to call it a “solution” later on, that’s fine.

Reality check

Here’s your homework assignment: Pick up some of your marketing materials and look at them through the eyes of someone who never heard of your company. Is it clear from the start what you are offering? Or are you merely providing vague “solutions” for an undefined problem?

Get help

We design and copywrite marketing materials that encourage prospects to take the next step.

B2B website design: 9 must-have qualities

By Cris L. Rominger

What are the 9 must-have qualities of a user-focused B2B website design?

When approaching a re-skin or redesign of your company's website, it's helpful to keep in mind both branding goals and user goals.

For example, consider these questions:

Website branding goals 

Do the changes communicate professionalism? Are they appropriate for our industry/market?

Do the changes render error-free on different browsers? At different resolutions? On different operating systems?

Website user goals

• Do the changes help users accomplish their goals on the site quickly and easily?
• Are we communicating a clear value proposition?
• Is our site organized for our visitors? Are the paths to information clear?
• Is the orientation clear? Is the labeling instructive?
• Does our content instill trust and credibility? Is it formatted for online readers?
• Does our writing compel visitors to take action?
• Is our content portable?

Managing design to hit branding goals

While these questions may sound straightforward, they are also very easy to overlook in implementation.

Last October, Forrester Research released its Best and Worst of Brand Building Web Sites, 2008 Report. They looked at 20 top brands through two key questions:

• Does the site cater to user needs? (termed “brand action” in the results)
• Does the site support brand positioning?

The results were shocking: only 4 sites passed test #1 – Does the site cater to user needs? Only 7 sites passed test #2 – Does the site support brand positioning? And only 1 site passed both tests.

Fixing branding problems

According to Forrester principal analyst and report author Ron Rogowski, “Common Brand Action problems included poor text legibility, confusing category names, and missing or buried content. On the Brand Image side, sites were guilty of layouts, imagery, and production values that failed to support brand positioning. To improve the online brand experience, top firms should document their users’ goals, clearly define their brand attributes, and map relevant attributes to the right target users.”

Rogowski goes on to recommend that companies “…should also collect brand positioning statements and conduct Brand Image Reviews to ensure that the site presents the brand’s core attributes in a manner that is consistent with other channels and relevant to target users.”

Self-Check Site Changes

If you need to evaluate your proposed site changes, try going down the free checklist we have posted called The B2B Website ROI Checklist.

Learn More

Learn more about our  B2B Website Design Services

SEO services and SEO software – friends or enemies?

NOTE: A big thank you to Jep Castelein of LeadSloth on Demand Generation for his contributions to this post.

By Rebekah E. Donaldson

Say you are a CEO paying for search engine marketing services — also known as SEO services or SEM services. What result are you seeking?

Qualified leads, of course.

Today’s article is about the cheapest, most direct route to that result.

In particular, do you really need SEO consulting from people like me, if you can get SEO software for less?

Some savvy business people seem to think ”no.” 

For example, a few weeks ago I read Shar VanBoskirk’s post, “Search Marketing Automation Will Compete With Agencies.” In it she describes up and coming Altruik as “SEO automation vendor”.

(She says later that they’re making “technology-enabled” search marketing possible. Which seems a world apart to me. But more on that below.)

SEO consultants wrote in with strong objections. More notably, even Altruik’s CEO, Tom Kwon, distanced himself from the idea that software can automate SEO!

Kwon wrote:

“…I don’t think there will ever be a white hat SEO solution that guarantees rankings….

“Everyone asks me about ranking, ‘how do I improve the ranking of my website?’, I usually respond as follows: Good organic rankings are the result of a comprehensive program that encompasses both on-page and off-page SEO strategies. Successful SEO strategies combine the two to gain and maintain rank power….

“Our goal is to empower all the highly skilled SEOs and SEMs with our platform to make visibility and on-page SEO easier. We will always need these skilled individuals and their services to ensure a well-rounded SEO program overall.” 

Your take-away: Makers of SEO software urge you to use of skilled individuals. And it’s not just because SEO services providers are a big channel for them.

Being found versus being successful

The reason SEO must involve people is that being found is a long way from being successful. And to you — the person paying for SEO services — ’success’ doesn’t = getting found in search engine results!

Success means getting found and getting qualified leads. The latter is an order of magnitude harder than the former.

People optimize content

There are two essential tests to run on search-optimized content:

1. Test #1 – Does this content help our prospects?
2. Test #2 – Does this content help search engines?

A well rounded SEO pro will help its client consistently pass both tests.

Wanted: SEO copywriting skills

I’m hearing Tom Kwon saying in his comment that Altruik is designed to help you pass test #2.

To pass test #1 you need to be a strategic marketer armed with sound competitive analysis and monster business writing skills adapted to following complex online content and conversion optimization rules. (More on this in our recent e-book.)

If software can help us pass test #1, we should call him “Hal” (after the artificial intelligence that takes over in the film 2001: A Space Odyssey).

Technology-enabled SEO, yes

To be fair, Shar also said that SEO is more and more technology-enabled. That is right. But I’m not sure it’s news.

Back in the day, we used WebPosition software to keep track of clients’ rankings and check on-page optimization.

Today one of our tools is Hubspot Marketer, software as a service which has a good UI and is backed by an energetic support team. Among other things, we use it to see rank changes relative to competitors, do keyword research, create landing pages, track what’s helping our lead funnel vs what’s a waste of time, and other modules.

No tool named “Hal”

Even Hubspot is no “Hal” — and it’s not trying to be, either.

Hubspot provides site owners with lots of best practices and ideas to make best use of the system and create high-quality content. If site owners don’t have the time to educate themselves on inbound marketing, Hubspot recommends they get help from qualified agencies.

Because in the real world, you need to impress both human prospects and search engines. That’s how you take your website’s rank to the bank.

Learn more about our SEO – Search Marketing Services

Learn the social media secret handshake at IMU

By Rebekah E. Donaldson

Vendors and job applicants pitch B2B Communications each week. So far in 2009, about 1 in 4 indicate familiarity with social media. About 1 in 100 have engaged with us first through social media.

How can busy professionals get a grasp on marketing 2.0 — and start to engage and contribute? I recommend Inbound Marketing University as a foundation. After that, social media mentoring or coaching might be in order.

In 2008, after about the 100th pitch from a vendor who had no clue what a blog is, much less that we have one, I started taking note of how many vendors and job applicants use social media to demonstrate genuine interest in the companies they are courting.

Here are the numbers from Q1 and Q2 2009:

• Vendor/job applicant use of social media to engage with prospect 1%
• Vendor/job applicant social media experience 25%
• Percent of vendors/job applicants we hired who used social media to engage 100%

What does it mean to demonstrate interest using social media?

For example — if you’re starting from scratch:

1. Click the button that says “Blog” on our home page.
2. Enter a cogent comment about something (anything!).
3. Look for me to reply. Reply thoughtfully to my reply. 

Together we build knowledge and community.

Empowering marketers to get a footing with social media

What tools or help would really empower people to follow this advice, though?

In an effort to think constructively about this issue (instead of going bananas that job applicants and vendors are seemingly ignoring the “secret handshake” of social media), I asked colleagues in a Hubspot Forum and one of my LinkedIn groups about whether it seems useful, ethical, and practical to set up a B2B Communications Social Media Mentor Program.

Learning the social media secret handshake

Among the responsees received (attribution shown, if I got permission):

“…maybe the key is to embed somewhere in your blogs the way you prefer to be contacted for employment. That way if they really are interested in your company because they have looked through your posts to understand what you are about, then they will know the secret handshake, so to speak…” — Jim Lapic, DIYshutters.com

“Not sure you’re doing yourself favors by helping people “put on the right makeup“. Social media/blogging is nearly 15 years old now. It’s been a major marketing force for at least the last 5 years, and maybe more. Anyone who wants to work in communications and doesn’t get that, or can’t figure it out, doesn’t understand the medium. Is that the sort of person you want to hire?….”

“….The ones who actually are smart enough to try to engage you are the ones you should be interested in. They get it. I think at that point, your idea of giving them some direction and structure is great. Just make it clear whether they might wind up with a job (a giant carrot) or a reference (a mini carrot) at the end of your process. As long as you’re clear, you’ll wind up with some young folks who look at you and your company in a very positive light. And you never know where that good karma might get you. ” Ann Blanchard, Blanchard Enterprises and Handirecords

“Wow! It sure sounds like it would be very helpful, the ethics seem clear to me in your description of the purpose and intent, I would wonder at the manageability….” Jerry Wilkinson, Green Frog Outdoor Furniture

“One suggestion, instead of a resume make it a contest to see who can be most creative with social media to submit their qualifications….” Geoff Sakala, Owner, Metro Media

“….Look at the Murphy-Goode campaign: http://www.areallygoodejob.com/video-thumbs.aspx… the campaign brought thousands of people to their site….” Bill Betz, Investor/ reverse engineer at Pavement Marking Technologies, Inc.

“….If you treat your intern with respect, trust, and include him/her in the decision making process, you will create a professional you’ll be proud to recommend or one day call a colleague. Plus their work will reflect that empowerment.” — Jenny Koreny, Online Learning & Multimedia Designer

A foundation for social media coaching and mentoring

I would be happy to engage with vendors and job applicants through social media… if everyone is on the same page about marketing best practices.

Just look at how useful it can be. The people named above (and others) helped me think through an issue – without payment or quid pro quo… without my traveling anywhere… on their own time. That made me want to help them back (see links above).

It’s all good because we’re all on the same page about the value of social media marketing and how to go about it.

Learn the ”secret handshake” at Inbound Marketing University

I recommend Inbound Marketing University for learning the social media “secret handshake.” 

The IMU program includes webinars by thoughtleaders in the social media, internet marketing and lead generation industries and culminates in an inbound marketing certification exam. 

Learn more about IMU >>

Social Media Coaching from B2B Communications

I offer a 90 minute social media coaching session focused on your social media marketing needs and questions.

Learn more about my social media coaching >>

B2B marketing ROI of a blog – with traffic and leads chart

By Rebekah E. Donaldson

I talked with Sacramento Business Journal senior reporter Kathy Robertson this week about the return on investment from the Red On Marketing Blog. Her questions got me thinking about why I do it, and this post is the result. 

To ground things in real world and tangible results, you’ll see a screenshot showing where our website traffic and leads came from this week.

I’ve written the Red On Marketing Blog since Fall 2007. Yes, one reason I started it was to market our company. Another is that we help our clients with staying at the top of certain search results in Google, and social media (which includes blogging) is part of how we do it. We need to walk the walk.

We track everything with lead management software. Social media has tangibly helped us. Leads are up 400% this quarter over the same period last year. We have new leads every day – many from our website. So social media might sound like a fad or B.S. to some CEOs. But it’s moved the needle for our company.

Referrers — week of June 15 2009

Of our current clients, most found us online. For example, one Sacramento CEO found us when he searched “Sacramento search engine optimization”; another when he searched in LinkedIn for “B2B marketing Sacramento”; and so on.

Blogging is part of Social Media

The Red On Marketing Blog is intertwined with other efforts. It doesn’t stand alone. I’m active on LinkedIn – mostly I try to answer questions – and on Twitter. Sometimes, helping in those forums means pointing to B2B marketing articles, and other B2B Communications resources.

One realization I’ve had is that a marketer’s mindset can backfire with a blog or other social media participation. When I started blogging, I thought about it in terms of

1) Make a calendar of article topics.

2) Chip away at the calendar.

But that can lead to really boring blog posts. And everyone hates boring.

You Said WHAT?

Before starting the blog I’d been reading other people’s blogs for a couple of years. People like Josh Bernoff and David Meerman Scott publish edgy stuff that gets people talking (and pisses off some readers – a cost of being interesting).

The threads of comments after they post are crazy – dozens and dozens of smart people write in to respond.

I really wanted to do that.

Stirring Things Up

Fortunately, I have strong opinions — especially when it comes to cases of marketers getting things terribly wrong.

When I gave stronger opinions, you (readers) did too. Example: “From the Shocking Marketing No Nos Department.” When I published that piece, our blog lit up with comments and backlinks. It was referenced in many more places online. The lesson to me was: Speak up! Call it like you see it!

So after that I co-wrote an ebook. It took 9 months and was like having a third baby. Kind colleagues promoted it with social media (thank you Dianna Huff, David Meerman Scott, Peter Kim, Peter Caputa, and other colleagues).

Behind the Scenes Battles

One behind-the-scenes struggle I have is over topics appropriate for the blog. On the one hand, there is value in publishing about basic marketing techniques and issues. In fact, my colleagues at B2B Communications keeps reminding me that some of you may want intro material . But I fear you’re bored with the same old stuff like ”segment your audience!” “get the word out!” It seems like recycled, regurgitated truisms. (Who’s right? Please comment.)

Girl’s Dream Comes True

One thing that surprised me was that our blog helped us become a MarketingSherpa Affiliate. (MarketingSherpa is like Consumer Reports for marketers – loads of objective data that helps you make good decisions.) I think we’re the only one in Sacramento, California and surrounding regions. It gives us a lot of credibility – most marketers really admire Sherpa – as well as access to their material and the ability to pass along discounts.

One of their big decision criteria was around the quality of guidance we provide through our blog. They looked and said we were doing a great job. So the blog helped us stand out among much bigger agencies. It’s also led to interviews, invitations to speak, and other exposure with organizations like Forrester Research and Hubspot. Each of those organizations reaches tens of thousands of subscribers with their updates. The blog is also one of our top sources of search engine traffic and exposure for our services.

Most importantly, it’s sparked interactions with hundreds of small business owners and business to business marketers.

Keeping it Real

Still, even if we didn’t get the business benefits I’ve listed, knowing what I know now, I would still write a blog. Blogging helps keep things real. It makes me stay abreast of new data and ideas, instead of throwing up my hands because there’s too much. It makes me a better thinker, a better listener, a better writer, and a better salesperson.

Your turn

My hope is that, if you’re one of those business folks who has been blogging, but doesn’t know if it’s worth it, or you’ve held off because you don’t think anyone wants to read a blog written by you, maybe hearing about my experience will help you keep at it or get started.

Do you blog? Why or why not?