Archive | Strategy and Planning

How Google Author Rank Will Impact B2B Marketing

Author Rank by Google is going to become a competitive differentiator for B2B companies who care about organic search in their sales and marketing efforts. Why? In many industries, B2B selling relies heavily on the people who meet with customers, establish relationships and credibility, and ultimately sell products, services and solutions to buyers. Author Rank makes changes the results that people see in Google, and the information that is displayed in the results. And anyone who relies on personal relationships to sell or market needs to understand the changes.

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Don’t Allocate Social Resources According to Brand Mentions. Focus on Value

Digiday recently wrote that “Twitter dominates brand conversations”, based on upon the observation by Burson-Marsteller that more than half of Fortune 100 brand mentions in a month occurred on Twitter [1].  But counting brand mentions is not the same as counting business value. In fact, resources should be allocated according to the relative value of each social venues, not the relative volume of brand mentions.

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