B2B Marketing Blog

Written by The Mezzanine Group
on September 16, 2009

We understand the vast marketing resources available online, and the information overload of great content that can easily fill up your inbox. Often, these great articles end up being book-marked, stored, and ultimately left un-read, because something else seems to end up taking priority. Because of this, we will be compiling what we think are thought provoking articles that relate to marketing your business.

This post covers articles relating to 3 of the crucial steps to consider during your marketing planning process:

1. Determine your State of Brand.

Many businesses assume they need to re-brand prior to launching a new Communications Platform. “Top 2 Branding Blunders”, found on the Canadian Marketing Association Blog addresses 2 commonly encountered branding mistakes.

The 2nd Blunder mentioned in the article above is humourously represented in the Tom Fishburne's caricature, “Social Media, Pigs and Lipstick”.

2. Generate Content/Tell your Product Story.

Once your product story is developed, the basic function of a Marketing Plan is to spread that story to your target market.

Small Business Trends looks at “5 Ways to Spread Content, Whatever It Is”, and offers cost effective promotional strategies small businesses can use.

The tactic with the most recent emphasis is social media. Small businesses are often hesitant to use social media as a part of their marketing platform, and are not quite sure how to go about it. Rohit Bhargava of Influential Marketing Blog discusses the common myths that prevent companies from using social media, in “The 5 Big Myths of Social Media”

3. Measurement and Success.

The ultimate goal for any company in their marketing efforts is to achieve success for the overall business. In “Hierarchy of Success” , Seth Godin warns marketers that although strategy and execution are vital to success, as discussed in the articles above, they will only take the company so far.

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