Comments from K2 Global Communications

Marketers increasingly recognize that if they want higher ROI, more qualified sales leads, lower cost per acquisition, and increased brand authority, inbound marketing is essential.

Inbound marketing is unlike traditional outbound marketing approaches that have marketers vying for customers’ attention via ads, trade shows, and cold calling. Instead, inbound focuses on having potential leads come to you via company-created content that drives visitors to your website, engages them, and helps your sales team convert them into customers and loyal brand followers.

Topics: Blog, Content, Marketing, Social media, Inbound marketing, Customer communications, Audience, Personas

How to hire an A-team that delivers quantifiable results

Topics: Public relations, Journalist, Content marketing, Content, Marketing, Metrics, Social media, Persona, Inbound marketing, Audience, Personas, PR, Corporate communications, SEO

 

Topics: Insider, Public relations, Marketing, Analyst, Analyst relations, Market research

At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.

Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO

Successfully marketing your cybersecurity solution is not a guessing game. Targeted marketing is like any other targeted activity – where you aim is where you’ll hit. Of course, that’s easier said than done. With hundreds of cyber solutions on the market, it’s difficult to find your security product’s unique niche so you can tailor-fit your message to the right buyers.

Topics: Marketing, Persona, Audience

Thanks for using K2 Global Communications Website Grader Tool. If you haven't, you can access it here.

No matter your score, here are some quick tips to generate more active visits for your existing and potential client base.

Topics: Content marketing, Marketing, Brand, Customer communications, SEO, Account-based marketing, Client relations, Integrated marketing, Collaborative marketing, Website

Topics: Blog, Marketing, Social media, Marketing strategy, Target audience

Consumers are overwhelmed with offers – WhatsApp ads, retargeting, Facebook and LinkedIn ads, text messages, and some even still watch TV and listen to the radio. In today’s super-competitive climate, if you want to get prospects’ attention and money, you’ll need to hook them with highly targeted messages wrapped in something:

Topics: News value, Content marketing, Marketing, Customer communications, Messaging, Personas, Sales, Client relations, Video, B2C

Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.

Topics: Marketing, Analyst relations, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM, Influencer

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

Topics: Content, Marketing, Inbound marketing, Customer communications, Messaging, PR, Sales, B2C, Influencer, B2B2C, B2B