How to pick an agency? 6 things you’re not likely to hear in an agency pitch

Posted by Joel Goldstein

Apr 19, 2017 1:26:42 PM


analysis-680572_640.jpgIf you’re in the market for a marketing firm, you’ve probably read a dozen articles about how to select an agency. After a while, they all sound the same: “we’re experts in digital marketing, we know b-to-b, we specialize in your industry…”

Sounds like a broken record (if we still listened to records). I went for a run the other day, and it just started popping in my head: here are criteria you’ll never hear when hiring a marketing firm. It ties to the old marketing story about uncovering what people really want, by considering what people want when they’re shopping for a drill: people want to buy a hole, not the drill. Same thing for marketing firms: as a potential client, it’s nice to see the shelf full of awards or hear the presentations about the “creative process.” But, you really want to know how these guys are going to make you a star, and help you hit your revenue numbers.

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Topics: social media, advertising, digital marketing, 2017 Planning

Google Fred Update | How to Save Your Site

Posted by Cameron Corniuk

Mar 20, 2017 8:18:34 AM

Google Fred Update and What It Means to You

Between the first and second week of March 2017, web marketers were scrambling to discover the meaning and far-reaching effects of the Google Fred Update. Understanding Google updates usually requires a bit of science—guessing and checking, if you will—because Google tends to refuse to comment on its updates. Let’s face it, its algorithm is what makes Google who they are and no one is going to give away the secret sauce.

With a team that specializes in business-to-business digital marketing, we were watching traffic closely and keeping our ear to the Web, so we could see how our clients would be affected by the update.

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Topics: SEO, Google

Marketing to Engineers: Making Marketing Work for the Technical Buyer

Posted by Joel Goldstein

Mar 15, 2017 1:36:18 PM

Engineers are not like the rest of us. Or, perhaps, maybe they are?

Many companies are confused about how to market to engineers. In fact, while there are similarities, the technical buyer and engineering community does in fact look for different information, presented in different ways, than when you’re marketing simpler products or certainly marketing to consumers.

As experts in Marketing to Engineers, our agency builds programs that communicate “engineer-to-engineer.”  In fact, while many talk about how they take complex topics and simplify it in their communications, we believe the opposite is the best approach – we take complex topics and keep them complex. The engineering buyer, of course, doesn’t see the content as too complex, and they need that level of detail in order to make their buying decision. So it’s important not to “dumb down” what’s written or presented when marketing to the engineer.

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Marketing to Engineers: Four focus group surprises on what Engineers really want to hear.

Posted by Joel Goldstein

Mar 7, 2017 11:14:04 AM

 

There are quite a few assumptions people make about the “right” way to reach engineers.

In fact, at some recent focus groups on marketing to engineers conducted by two of our clients, there were a variety of surprises that came up that, in the end, shouldn’t have been surprises at all.  But that’s the beauty of research – when you actually go outside the building instead of talking only to each other, customers in fact say the darndest things.

Here are several common themes, or “surprises,” we’ve been hearing from our engineering customer targets:

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Topics: advertising, marketing to engineers, content marketing

Making CRM Easier: A new eBook from Goldstein Group.

Posted by Joel Goldstein

Feb 15, 2017 10:10:26 AM

 

CRM can be a powerful ally for senior managers or another frustrating software tool that fails to live up to its promises. We recently interviewed a wide variety of CEOs and marketing/sales VPs to uncover, after three decades in the field, what prevents CRM from being used – and how to eliminate those barriers. 

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Topics: Marketing, ROI, CRM, Analytics

Joel Goldstein Speaks on Digital Marketing at IT Expo

Posted by Brandi McElhatten

Feb 10, 2017 10:16:54 AM

 

Goldstein Group Communications agency president Joel Goldstein spoke this week at the IT Expo 2017 technology conference in Fort Lauderdale, FL. The event is held annually for technology manufacturers, software developers and resellers that sell to IT/telecom/Internet executives. Goldstein’s talk, “Digital Marketing Techniques that Actually Work,” follows the agency’s 10-step process for planning, creating, executing and measuring digital marketing programs for b-to-b companies. Built on the agency’s “Measurably Better Marketing” model, the 10 steps create a logical progression of defined steps that any company can follow to building a marketing program that is measurable and able to improve over time.

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Topics: Marketing, B2B, Joel Goldstein, IT EXPO

Goldstein Group Communications Adds Kevin Hatgas to its Marketing Communications Team

Posted by Brandi McElhatten

Jan 13, 2017 2:49:50 PM

Goldstein Group Communications announced that it has added Kevin Hatgas as social media specialist to its team of marketing communications experts. Hatgas will focus on building client brand and industry exposure to generate leads and grow market share through social media and paid search. 

Hatgas’s career has been spent creating and executing multi-channel marketing plans with a specialization in social media, web, and email marketing. 

“We are excited to add Kevin to our team of marketing professionals,” said agency President Joel Goldstein.  “His expertise will continue our focus on social media and garner the results that our clients deserve.” 

Prior to joining Goldstein Group Communications, Hatgas worked in higher education where he was responsible for marketing communications efforts – both digital and print – for a university and its broad alumni base. 

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Topics: B2B, social media, Goldstein Group Communications

Your 6 Most Important Marketing Questions for 2017

Posted by Joel Goldstein

Jan 9, 2017 12:05:39 PM

 

It’s a new year, so we’re all making big, big plans for 2017.  But as we all know, any forward-looking plan has to take into account a look backward at what worked, and what didn’t. No news there. We all want to spend our time on tasks that have the most impact, not on busywork.

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Topics: Marketing, B2B, ROI, 2017 Planning

2017 B-to-B Marketing Budget Review

Posted by Brandi McElhatten

Nov 18, 2016 1:47:38 PM


It’s that time of year for b-to-b businesses - and there are a few things to consider before your company begins implementing your 2017 Marketing Budget.

You’ve made your budget, but are your numbers good? According to the annual CMO (Chief Marketing Officer) Survey the magic number to budget is 7.5% of your annual revenue. The US Small Business Administration concurs with their percentage being 7 – 8% of revenue.

The landscape for sales and marketing is more competitive

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Topics: Marketing, Budgeting

Understanding Millennial Marketing

Posted by Brandi McElhatten

Oct 18, 2016 2:13:58 PM

By now you’ve heard the word Millennial, and if you work in Marketing, you have probably heard it a lot. But, do you know how to speak Millennial? Or better yet, do you know how to hold a Millennial’s attention for more than 10 seconds?

What’s the deal with 10 seconds? We’ll get to that in a minute. 

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About Us and this Blog:

At Goldstein Group Communications, we believe passionately in the power of great ideas, coupled with the impact of measurable results. It’s a philosophy that delivers customers to the sales team, profits to the CFO, and sustainable growth to the CEO. Inspired ideas that are grounded in the real world demands of the market.

We call it Measurably Better Marketing. 

 

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