B-to-B Marketing: 11th Idea for 2014

B-to-B Marketing: 11th Idea for 2014

Teach me something, but don’t make me read it. We’ve talked earlier about how time pressured our engineering customers are. They don’t have time any longer to read an eight-page white paper. Our trade magazines have responded as well with shorter articles, 1200-word pieces are far more common today than the 2000-to-2500-word features we used to write. It’s all about the pictures, videos and graphics we can use to tell our stories. Here’s an example: a client created a tremendous giveaway promotion for a behind-the-scenes trip to a NASA facility. One of our media partners wrote a few blog posts, inviting readers to ‘click here’ to enter. The posts did fine, with each blog post generating 10-15 entries. However, one post generated 147 entries! What was the difference? The editor changed the ‘click here’ link to a ‘click here’ jpeg of a picture of the entry form! Engineers responded far more dramatically to that simple picture than to the words ‘click here.’ Strange, but true.

About the Author:

Joel Goldstein, President

Joel Goldstein, a proud graduate of Kent State University, is the president of Goldstein Group Communications, the agency he founded in 1992. While the agency has evolved during the years from its initial roots as a PR agency to become a full-service lead generation and branding firm, GGC has remained consistent in its focus on serving B2B companies that have some degree of technical or engineered content. Joel drives the agency’s strategy with a particular emphasis on incorporating new technology tools to drive improved performance, a focus on “Measurably Better Results” that has formed the foundation of the agency since its early days.