The business-to-business Web is populated by lurkers. Lots and lots of em!
They read to educate and remain informed. They may share content with colleagues. Yet, rarely do they directly engage. No comments. No registration form fill-outs. Nada, baby!
A study conducted in the mid 2000s found that 90 percent of online users rarely contributed to the discussion. I suspect that percentage continues to rise.
This is why analytics review, collection, analysis and assessment are absolutely critical for marketers, content creators and thought leaders. It’s often referred to as big data.
People tell you what they think by how they spend their time. Assess your readership daily, weekly, monthly and…yes…annually. The trends will help you shape your go-forward editorial and promotional strategies.
I’ve included below the four best read posts on the “Strategic Guy” blog in 2015. My take-away: best practices in b2b sales is a high interest topic among marketers, which validates Strategic Communications Group’s (Strategic) decision to broaden the editorial footprint of our Modern Marketing Today site and community.
How about the number one search term for the blog?
It was my name (Marc Hausman). Hey, thanks for looking!
Here is an attention grabbing find from a study conducted in 2014 by the Business Marketing Association, Online Marketing Institute and Forrester Research: 83 percent of marketers are unable to measure business value from their content marketing efforts.
Depressing and disconcerting…yes! Should this be surprising? No!
Everyone messes up something, somewhere at some time. Someone who tells you otherwise is either: a) a liar or b) delusional. It is how a person responds to flaws and failures that reflects their professionalism.
This is an essential component of the rhythm of business-to-business (B2B) sales. Establish familiarity. Initiate connection. Demonstrate knowledge and relevance.
Yikes…according to analyst Andy Hoar at Forrester Research roughly one million B2B sales jobs will be lost to self-service eCommerce by 2020.