A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.
Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.
You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.
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There. I've said it out loud. Now let the crucifixion begin. But before you write a retaliatory remark, hear me through.
While I strongly believe that B-to-B marketing strategies can leverage many different marketing channels, I don't think social media is at the top of my "things-I-must-do-to-help-drive-my-business-forward" list. Why? Because too many brands still need to get their act together in the basics, before spending precious resources chasing their tails on platforms that will yield very little to the bottom line.
So before you write me a nasty post suggesting that I'm old and out of touch with the times, consider these basics about your B-to-B product/service:
Speaking of LinkedIn, if you're in sales, you need to have an up-to-date LinkedIn profile posted. And please, use a professional picture of yourself, and not one of you and your dog or the one taken by the camera on top of your computer (which is creepy looking, by the way). When you talk about your current employer, make sure you're using consistent language about your brand. Look to your marketing or PR department for the 25-word description you know exists. Make sure you create a thorough profile and reach out to past customers / clients for endorsements—they do get read, believe it or not.
If you can honestly say that all five of these marketing tools are optimized and working like well-oiled machines, then by all means spend your time, money and resources on Facebook pages, Pinterest sites and Tweets. If you prove their value, write me—show me the money.
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