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Facing the Boogie Man…and Winning.

Fear Factor is the name of a television show where contestants are graded on how well they do while facing their fears. Spiders, heights, falling, snakes, rats, bees and even maggots top the list.

The confrontation of these fears, by most accounts, is liberating…in hindsight.

The ability to recognize and face our fears couldn't be more critical to success. Both your success and the success of your company depends on deciding who the boogie man is, and facing it by getting real. Doom looming around the corner, dark alleys and creepy basements. We know it's our imagination getting the best of us, but fear is an emotion. By definition, emotion is not rational.

The rational alternative to fear would be to plan for the worst and expect the best. Always great advice that holds true universally. Go ahead and make a plan B. However–Absolutely create a plan A. Dream big for 2011.

Take a flashlight. But forge ahead nonetheless. Create new paths. Try new things. Get that motor going and enjoy the success of the new year.

Share your Boogie Man stories with us. We want to hear from you.

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Why Regifting Isn’t a Bad Thing…

When thinking about the taboo notion of regifting, what comes to mind? Good, bad or otherwise–most of us have fallen prey to regifting and may feel a tad guilty about it.

At the Marketing Maven, we're here to ease your mind. Because regifting winning marketing content not only saves time & money…it can also deliver faster results.

After taking a hard look at what you've already created, don't be afraid to regift it. A few ideas include repurposing technical articles, refreshing past promotional campaigns and reusing presentation content. It isn't that we support using stale content or outdated messaging, but simply put, great content is timeless.

Rewrap it. Enjoy the great results.

Happy Holidays from the Marketing Maven.

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By Definition: Keywords are Key to SEO Success

What is the reason for all of the mixed messages surrounding SEO? The tactics required to achieve high search engine rankings are complex and ever-changing. The one thing that hasn’t changed is the importance of identifying and using the right set of keywords in your SEO efforts.

According to our 2010 Economic Outlook Survey, your prospects and customers use the Internet to do research, request price quotes, purchase parts/products, compare suppliers and perform other work-related activities. More and more, you need to get your online presence ready to attract attention and rank higher on search engines.

None of this may be news to you. There is plenty of buzz today around online marketing terminology such as SEO, keywords, web crawlers and search engine ranking. What most of us don’t understand is what this boils down to in terms of commitment, tactics and what the trick is to actually getting results.

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Eight Tips for Better Blogging

Blogs are becoming an increasingly important part of the marketing mix for industrial companies. 26% are currently making use of a company blog and 35% are planning to implement a blog in 2010, according to the GlobalSpec 2010 Marketing Trends Survey.

Blogs can help you establish a thought leadership position, increase brand recognition, improve search engine rankings, foster good relationships with customers and prospects, and create opportunities for leads and sales. But many attempts at blogging start out healthy and end up withering. Whether your company is already blogging or planning to get started, follow these tips to help ensure success.

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Five Questions to Answer Before Ramping Up Social Media Efforts

Social media participation in the industrial sector currently remains low, but there is no avoiding the buzz and noise around social media, and usage is only going to increase. Many suppliers are not sure what level of commitment they should make to social media at this time.

Answering the five questions below will help you develop the right approach toward beginning or expanding your social media efforts.

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What You Need to Know About Social Media — Part II

Last month, in Part I of this two-part article series, the Marketing Maven introduced social media and its relevance to the industrial marketer—the what, why, how and when of using social media to support B2B marketing efforts. You can read the article here.

This month, we delve into the most popular social media tools for B2B: Blogs, LinkedIn, Facebook, YouTube and Twitter. Our angle is pragmatic, focusing on what each tool is, and why you might want to use it. As for getting started with any of these tools, it’s simple: just visit their Web sites and establish free accounts.

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What You Need to Know About Social Media—Part 1

As if you weren’t busy enough and resource stretched, now there’s this buzz about using social media as a B2B marketing tool. Many companies are starting to experiment with social media to gain a greater understanding of how it can be integrated into their overall marketing strategy to support marketing goals and objectives.

If you’re having trouble grasping social media and understanding how to incorporate it into your marketing efforts, this two-part article series is for you. This first article offers a high-level explanation of social media—the what, why, how and when of using social media in your marketing efforts. The second article, next month, will take a specific look at the top social media vehicles for business—Blogs, Facebook, LinkedIn, YouTube and Twitter—and offer practical advice on how to take advantage of them for your business.

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Corporate Blogging: Getting Started and Keeping it Fresh

Recently we wrote about Seven Ways to Keep your Web Site Content Fresh. One of the ways discussed was to begin a blog. However, if you haven’t started one yet, it may seem overwhelming.

Mark Jackson, the President and CEO of Vizion Interactive, has been involved in interactive marketing since 2000. In his article Blogging for Search Engine Optimization he offers some advice to make it less intimidating. Specifically he discusses whether you should use a sub-domain, sub-directory, or a completely separate domain for your corporate blog.

Once you’ve set up the blog, or if you already have one, it isn’t always easy to know what to write. This article by Peter Da Vanzo, editorial director at SEO Book, How To Overcome Writers Block offers seven suggestions to try when you aren’t sure what to write.

Regardless of whether your blog is new or one you’ve managed for some time, it is important to remember that keeping content fresh is a very important strategy for search engine optimization.

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Keeping Up with Search Engines to Maintain Ranking

If you are responsible for search engine marketing within your company, it can sometimes feel overwhelming to stay on top of the latest changes to algorithms on major search engines, especially Google.

Aaron Wall is a search engine marketing expert who writes the blog SEOBook. In his post Google's New Search Engine Rankings Place Heavy Emphasis on Branding he helps explain the latest changes to Google's algorithm, and provides a helpful history of prior changes as well.

This change emphasizes the need to maintain your company's messaging and brand throughout the site. Being aware of the technology behind search is useful, but we should never forget the importance of content.

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Effective Industrial Blogs: What is working?

Blogs have not taken off yet in the B2B industrial market place.  According to research we have done, 13% of engineers and other technical buyers indicated that they use blogs for work-related purposes.  In contrast more than 80% are visiting supplier websites and using search engines for work purposes. 

You are not alone if your company doesn’t have a blog.  About 6% of industrial suppliers have a blog today. Download full research report here. 

If you have limited resources – people, time and money – then I would not put “starting a blog” at the top of your list.  However, the use of blogs will only increase, and there is also a bit of a chicken and the egg issue at play here.  If there are only a few blogs to be read, how can the industrial buyer use them?

My advice is to get familiar with blogs, read a few and keep abreast of the trends so you will be prepared to step into this area.

One example of a company who has stepped into the blogoshpere is Indium.  They have several people within the company blogging on such topics as semiconductor packaging and electronics assembly.  There are frequent posts, and from what I can tell, technical content which is what the industrial searcher craves.  This is the kind of content that can position your company as an expert.  Check it out if you want to see an example of how you can use blogs as part of your marketing strategy.

If you have a good example of a blog for engineers and other technical buyers please share.

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Free eBook: Online Marketing for the Industrial Sector. Selection of marketing articles compiled from past editions of the Marketing Maven.

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