Complete B2B Online Marketing Quotes

“Choose Different Tools for Different Purposes Use Traackr Monitors to measure impact in the influencer community and Sysomos to track coverage in the overall conversation.”
― William Leake, Complete B2B Online Marketing

“Determine Keywords Use Compete PRO to find out which keywords drive traffic in an industry category; then create a search with them in Traackr to find the influencers. Validate Use the automated tools as a stepping-stone in the influencer discovery process, read their blogs, and validate the data to build relationships with influencers. Show Commitment Influencer identification is not a one-time thing. You need to do it regularly. It is a marriage, not a date. Welcome Surprises Don’t discount the “little” guy. Some of their one-to-one interactions are stronger than those of broadcasters. It takes only a pebble to start an avalanche. Combine Tools Use Google to find the most relevant keywords, Traackr to gain insights, and Klout to validate Twitter. Value Relevance Over Popularity Choose relevance over popularity. The most popular influencers on social media are often the least helpful in a social media campaign. Study Understand the influencer’s core audience. Combine Human and Machine Tools and technology are a good place to start, but we always need the human element.”
― William Leake, Complete B2B Online Marketing

“You must optimize your paid search campaign to offline metrics, whether those are qualified leads, opportunities, lifetime value, or annual contract value. Get off the website and into the real world and optimize your keywords to quality.”
― William Leake, Complete B2B Online Marketing

“The data proves conclusively that search engine marketing, when properly implemented, plays a huge role in all aspects of the buying process: from the awareness cycle to purchase to post-purchase confirmation.”
― William Leake, Complete B2B Online Marketing

“The only discrepancy between Google rules and traditional journalism is that while punchy headlines work well in the news, they do not serve you well in search. For search engines, headlines and titles should be as descriptive as possible. For example, The New York Times uses slightly different titles online so to align more directly with trending keyword topics in search engines.”
― William Leake, Complete B2B Online Marketing

“We can’t emphasize this enough: write for people, not for bots, algorithms, or machines.”
― William Leake, Complete B2B Online Marketing

“the paid search algorithm, while wholly separate from the organic search algorithm, increasingly favors destination content that signals a better customer experience.”
― William Leake, Complete B2B Online Marketing

“Dozens of tools like SpyFu, SEOmoz, Open Site Explorer, iSpionage, SEMRush, and Compete can tell you exactly what keywords the competition uses for paid or organic search.”
― William Leake, Complete B2B Online Marketing

“If you are willing to break the B2B marketing world’s gentlemanly agreement to never really devote any time to thoughtful link building, the SEO universe is yours.”
― William Leake, Complete B2B Online Marketing

“The search engine builds a searcher profile using tactics such as personalization. Previous website behavior from the Google landing page feeds into Google’s sense of what you like and dislike. iGoogle RSS feeds and other accounts might also tap into this reservoir of semi-creepy personal profile knowledge.”
― William Leake, Complete B2B Online Marketing

“What is the main thing you’re around here to do? What’s your mission and vision? What are your short- and long-term business strategies? What makes you stand out as a business and also keeps your employees engaged and dedicated? What engages the fan-boy crowd that drives your social media engagement and carries your brand flag without the paycheck?”
― William Leake, Complete B2B Online Marketing

“If you have a small sales team that can work only serious offers, then your business might not be ready for lots of thought-leadership content and soft offers, because your sales team cannot work those leads.”
― William Leake, Complete B2B Online Marketing

“Even the most die-hard online marketers should consider using traditional metrics such as reach, frequency, and engagement when measuring the success of their online campaigns, since these metrics offer a more accurate view of display advertising’s impact on overall marketing ROI.”
― William Leake, Complete B2B Online Marketing

“savvy marketers are moving to an evaluation of the impact that all ad impressions—whether clicked or not—have on consumer behavior, mirroring the manner in which traditional advertising has been measured for decades using reach and frequency metrics.”
― William Leake, Complete B2B Online Marketing

“If you are working in a new industry or trying to build a new industry altogether, you may want to go heavier with thought-leadership content. As an industry grows and develops, you want to be the company the audience associates with that industry. If you are selling in a more established market, then a more traditional, product-centric approach may be best.”
― William Leake, Complete B2B Online Marketing

“The goal of content marketing is to have other industry experts, bloggers, analysts, and consumers validate your brand’s expertise.”
― William Leake, Complete B2B Online Marketing