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Archive for the ‘Thought leadership’ Category

My Top 10 Content Marketing Tweets for B2Bs

Posted by advantagemarketing on July 14, 2016

Content marketing is a powerful, but often underutilized marketing tactic for B2B firms. These Twitter posts share helpful tips for putting content marketing to work for your small or mid-size business.


5 Reasons Your Small Business Needs Content MarketingVintage looking man shouting with a megaphone

Constantly clamoring to grab the attention of prospective customers, small businesses are competing with a lot of noise. To avoid getting skipped over or ignored, savvy digital marketers must craft messages that their target audience wants to see. Read More


Content Marketing Is On the Rise – But Less Than 1/2 Of B2B Marketers Think Their Strategies Are Somewhat Effective.

Though everyone agrees that “content is king,” only 2 percent of marketers believe their strategies are highly-effective, according to new research by the CMO Council. Read More


Content Marketing And Its Influence On SEO

If I want better visibility for my business and increased conversions from site traffic, which is better — content marketing or traditional SEO (search engine optimization)? The short answer is both, but they involve very different processes and technology. Read More


How to Leverage Content Marketing for Lead Nurturing

Most people think a successful content marketing strategy is one that collects a lot of leads. While that might be the case, if you can create a content marketing strategy that effectively moves leads through your sales funnel, it’s likely more valuable than the longest list of leads. Read More


The New Content Marketing: How to Create Successful Content For Today’s Audience

Successful content marketing depends upon your audience. This is just one of the first things we ever learned about marketing. The audience is what drives the success of your marketing campaign. Read More


Analysis: There’s More To Content Than Just Marketing

As the line between content and content marketing blurs, columnist Rebecca Lieb shares thoughts about what lies ahead for content professionals. Read More


6 Tips For Communicating Content Marketing ROI To Your Executive Team

Executives want to know a marketing strategy’s expected ROI before they commit money and resources to it. But content is a different animal than other marketing initiatives. Read More


When, How and Where to Promote Your Content on Social Media

Promotion is just one part of the process, but it’s a complex machine of its own. Learning when, how and where to promote on social media takes knowledge, skill and testing. Read More


Complement Your Content Marketing with Social Media

Let’s think about how social media fits into the B2B content marketing landscape. Read More


Valuable Tools for Better Content Marketing

Make the most of your content marketing efforts and strategies by using time-saving tools. Read More


For more content marketing tips, follow me on Twitter: @LMKasprzak.

Posted in B2B marketing, brand building, Business, content marketing, lead generation, Marketing, small business, Thought leadership | Tagged: , , , , , , | Leave a Comment »

Better Marketing: 13 Quotes to Inspire Your Thinking

Posted by advantagemarketing on July 24, 2015

marketing quotes to inspire

Let these 13 quotes inspire you to update and improve your marketing program.

Summer’s slower days are a good time to get inspired to revise and refocus your company’s marketing. Here are a baker’s dozen of quotes to help get your creative marketing juices flowing – even as you’re sipping mai tai’s on the beach.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. – Peter Drucker

Word of mouth is the most valuable form of marketing, but you can’t buy it. You can only deliver it. And you have to really deliver.  – G-Eazy

Marketing is too important to be left to the marketing department. – David Packard

Money coming in says I’ve made the right marketing decisions.  – Adam Osborne

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing. – Julianne Moore

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. – David Ogilvy

When I meet with the founders of a new company, my advice is almost always, ‘Do fewer things.’ It’s true of partnerships, marketing opportunities, anything that’s taking up your time. The vast majority of things are distractions, and very few really matter to your success. – Evan Williams

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling. – Simon Mainwaring

In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last. – John Romero

Permission marketing turns strangers into friends and friends into loyal customers. It’s not just about entertainment – it’s about education. Permission marketing is curriculum marketing. – Seth Godin

In my first start-up, I had an initial advertising budget of $5 per day total. That would buy us 100 clicks per day. At $5 per day, marketing people scoffed and said that is too small to matter. But if you think about it, to an engineer, 100 real humans everyday giving your product a try means you can really start improving. – Eric Ries

We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, ‘What job is the customer trying to accomplish?’ – Clayton Christensen

The dream for many millennial women is to make a difference as social or political entrepreneurs. They are using the social media and marketing tools they have mastered to empower less fortunate women and direct them onto career tracks that women have traditionally avoided, like science and technology. – Gail Sheehy

Share your favorite marketing quote.


Posted in Business, Marketing, Marketing plans, Marketing Strategy, small business, Thought leadership, Traditional marketing, Word of mouth marketing | Tagged: , , , , , , , , , | 2 Comments »

How to Become the Expert People Want to Hire

Posted by advantagemarketing on October 7, 2014

content marketing

Your prospects will stick around when you give them the information resources they need to solve problems

Prospects Can’t Resist Sticky Content

When you give your prospects information that guides them to a problem solution – that’s sticky content!

When you use sticky content effectively, you become the expert people want to hire.

The Sticky Content Plan can help small businesses, consulting firms, and professional service firms build the information resources that bring customers to your door!

You get:

  • A 3-month content plan to rev up your sticky content creation
  • An analysis and suggested improvements for the “stickiness” of your website and two social media accounts.
  • An evaluation of your company’s brand messaging – does it compel people to stick around (and hire you)?

A $1,500 Value – Only $999!

Get Your Sticky Content Plan

Posted in B2B marketing, Business, content marketing, lead generation, Marketing, Marketing plans, Marketing Strategy, Professional service firm marketing, small business, Thought leadership | Tagged: , , , , , , , , , | Leave a Comment »

Leveraging Social Media – an AEC Professionals Circle Program

Posted by advantagemarketing on April 2, 2014

AEC New JerseyAEC Professionals Circle New Jersey is offering a program on social media and its potential to bring your company business. The event is called “Leveraging Social Media and Technology to Build Your Business,” and I’m so pleased that Advantage Marketing is teaming with AEC NJ as an event sponsor!

AEC Professionals Circle is a New Jersey-based organization that provides educational and networking opportunities to Architects, Engineers and Contractors.

The event will be held on Tuesday, April 8, and offers two 3-hour working sessions plus a lunch and evening networking. The folks at New Millennium Millwork are hosting the event at their Riverdale, New Jersey, facility. Frank Morales, Sandler Coach & Mentor, is the presenter and he’ll be doing a deep dive into LinkedIn and all the strategies and techniques that you can use to grow your personal network and prospect for business.

At Advantage Marketing, we’re known for helping our professional services clients craft content that positions them as the experts people want to hire, so I’m doubly excited to be premiering our Sticky Content Plan at this event. The Sticky Content Plan helps our clients build the information resources that bring customers to their doors. (You’ll be finding out more about the Sticky Content Plan in upcoming posts.)

We’ll also be running a fun social media quiz and offering prizes. We’ll be selling our guide, “Turn Your Practice into a Client Magnet” – which will soon be available online.

If you’re an architect, engineer, or contractor here in New Jersey, and you haven’t yet been to an AEC Professionals Circle event, this is the one to attend! AEC’s founder Shallon Gammon of Guiding Graphics, shared these top 10 reasons why this is a not-to-be-missed event:

10. Earn one CEU Credit while networking with decision-makers.

9. Learn HOW to build your network—online and in person.

8. Learn how to post your 30 second Elevator Pitch ONLINE.

7. Demystify Social Media channels and decide which one(s) will bring in new business.

6. Learn how you can have all of your documents, quotes, estimates, specifications, client information, and more for all of your projects with you, at all times.

5. Leverage your LinkedIn profile to promote your personal “brand” and proactively prospect.

4. Systematize attending networking events and consistently set and achieve realistic goals.

3. Find the right vendors to outsource services you’re not an expert on.

2. Acquire new customers through online recommendations, postings and word-of-mouth.

1. Learn how you can empower your friends, clients, prospects, and business associates to consistently give you referrals.

Here are the links to register:

RSVP for a Session:

RSVP for the Social Event only:

Hope I see you there!



Posted in Business, content marketing, lead generation, LinkedIn, Marketing, Networking, personal branding, Professional service firm marketing, small business, Social media marketing, Thought leadership, Word of mouth marketing | Tagged: , , , , , , , , , , , , , , , , | Leave a Comment »

Being Ethical Is Good Marketing – and More

Posted by advantagemarketing on January 28, 2014

ethics is good business

Companies who do business ethically experience a host of benefits, including greater profitability

Companies that live and breathe good business ethics experience several benefits, according to research reported in Consultants News (11/05/13). Such benefits include

  • Goodwill and a strong reputation among customers
  • Reduced risks and costs
  • Expanded access to capital
  • International respect
  • Improved recruitment leading to lower retention costs.

The most significant benefit might be better financial performance, especially over the longer term. The World’s Most Ethical Companies report reveals that the most responsible S&P 500 companies out-perform those regarded as less responsible.

The UK’s Institute of Business Ethics found that companies with a defined commitment to doing business ethically had profit/turnover ratios 18% higher than those without a similar commitment. The Institute also reported “a direct association” between companies that train their staff in business ethics and their financial performance, as compared to those that simply disclosed ethical values.

Investors also seek companies that are committed to acting ethically. So-called socially responsible investing in the United States has expanded by 486% since 1995, while the remainder of U.S. assets grew by only 376%. Companies that fail to incorporate ethics may face penalties and a damaged reputation, the impact of which can be severe and unexpected when unethical behavior occurs.

The bottom line? Ethics shouldn’t be something you last pondered in a college course. Your company should have an ethics strategy and offer training that guides behavior and actions. Committing to acting ethically is some of the best marketing your company can do.

Posted in Business, Ethics, Management, Marketing, small business, Thought leadership | Tagged: , , , , , | Leave a Comment »

Content Marketing Outsells Advertising, Costs Less

Posted by advantagemarketing on August 8, 2013

If you want to maximize the return on your marketing investment, consider adding content marketing to your marketing arsenal. According to a recent article and infographic from Demand Metric, potential customers and clients respond more favorably to content than they do to advertising.

According to the Guide to Marketing Genius: Content Marketing article, some 82% of consumers feel more positive about a company after reading custom content – such as a white paper, article, blog post or an information-rich website – and 70% feel closer to the company.

The main reasons for using content marketing are that it:

  • Generates about three times as many leads as traditional marketing, per dollar spent
  • Increases direct sales
  • Costs 62% less than traditional marketing
  • Keeps reader attention
  • Improves brand loyalty

The takeaway: although content marketing isn’t anything new, it has seen a spike in growth. Start implementing a creative content strategy within your business or you will be left behind by your competition.

Here’s an excerpt from the infographic:

content marketing infographic

Posted in B2B marketing, Business, content marketing, Marketing, Marketing Strategy, small business, Thought leadership, Traditional marketing | Tagged: , , , , , , , | Leave a Comment »

Join Me for a C2M Live! Webinar: Getting on Your Prospects’ Radar

Posted by advantagemarketing on July 30, 2013

Getting on Your Prospects Radar

Join me on August 15 or 27 as we explore how building a distinct point of view and reputation can get you noticed by prospects

I’m excited to announce that I will be the featured expert on the Institute of Management Consultants (IMC)  Consulting to Management (C2M) Live! August webinar series:

What Are You Known for?

How building a distinct point of view and reputation can get you on your prospects’ radar.

Dates:   August 15 @ 1:00pm EST & August 27 @3:00pm EST

Register for either session: August 15 OR August 27

Cost: FREE for IMC members; $19.00 for nonmembers

Are you a consultant who is just starting out who needs to find prospects? Or are you an experienced consultant who has found prospects, built your referral pipeline, but now finds your referral sources are gone? Perhaps the colleagues and clients who referred you have retired, or their companies have been bought by larger firms that don’t need your services.

Maybe you’ve tried to do some prospecting on your own. You’ve tried calling or emailing prospects and they don’t respond. You might as well be invisible – these prospects barely know you exist, much less want to take a call from you.

We all know that people prefer to buy professional services from other people, not companies. But how do you grab the attention of prospects so that you can sell to them?

In this interactive session, we will discuss how developing a distinct point of view and reputation can help you attract and build relationships with prospects so that you can then turn them into clients.

We’ll discuss:

  • The four steps that prospects must complete before they are willing to buy from you.
  • Why your reputation probably isn’t what you think it is – and what you can do to improve it.
  • How you can define your distinct point of view so that prospects will recognize your value.
  • How to establish deeper relationships by connecting with what matters most to your prospects and clients.


How C2M Live! Works

Every month IMC hosts a live one-hour webinar on topics of interest to consultants. IMC know that your schedule is busy – that’s why they offer a live session at two different times during the month.

  • At the beginning of every month, IMC has a short survey on the topic for that month’s sessions to start the conversation
  • Each session features a seasoned expert discussing current issues that you’ll find practical, useful and thoughtful.
  • If you miss a session, just download the podcast!
  • Then continue in the conversation after the session on our IMC USA LinkedIn group, where you’ll get to chat with fellow participants and the presenter.



Posted in Business, Consulting, Entrepreneur, Marketing, Professional service firm marketing, Thought leadership | Tagged: , , , , , , , , , , , , , , | Leave a Comment »

Want More Results from Your Call to Action? Get on the Action Train!

Posted by advantagemarketing on July 9, 2013

calls to action

Better calls to action start with understanding the action train. Here’s what you need to know.

At Advantage Marketing, we work with clients to develop a call to action for each content item we create together – whether it is a website page, white paper, blog post, webinar, or video. Calls to action offer a prospect a next step. For instance, if someone is on your website, good calls to action can be to register for a free assessment or to download a whitepaper or eBook with valuable content. Calls to action serve to bring the prospect along through what we marketers call “Know – Like – Trust,” so that they view you as a credible expert and become comfortable with the thought of buying from you.

A recent MarketingProfs article by Alex Becker presented some excellent thinking on calls to action. Key insights: the most difficult task in marketing is getting people to take the action you want them to take. But once they have taken an action, getting them to take another action becomes much easier.

Once you get the person over the initial hump, getting them to do “just one more thing” is relatively easy. Becker calls this an “action train”.

Esurance on Facebook is an example of an action train. The company has over 158,000 Facebook likes because it has included the “just one more thing” tactic in its insurance quote process.

Here’s how it works:

First step: Get the train moving

You land on the Esurance site because of their cool and memorable commercials. Now look at how simple the site is. There are two boxes and one is already filled out for you. Esurance takes this approach because once you fill out that one little form, the “action train” is now in motion.

Second step: Use the action train’s momentum

As you are whizzing through Esurance’s forms, you’re asked for your email address. Does Esurance really need your email to give you a quote? No, it could just serve it up to you as a website page. But you don’t even think twice about providing your email because you’ve already committed to taking action. Providing your mailing address and phone number on subsequent forms are no problem either.

Third step: Get away with as much as possible

Finally, Esurance will bring you to a page where it offers you a 5% discount for liking it on Facebook. You’re already in action mode, so of course you’re going to click Like. Why not get a whole 5% off?

So just like that, in one action train, Esurance has your email, address, phone number and permission to market to you on Facebook. By making it easy to provide “just one more thing” Esurance has gotten you deep within its marketing web.

Think about your business. After customers or prospects take an action, would it be that difficult to:

  • Give a tiny benefit for a Facebook like
  • Forward an additional offer that compliments the current one
  • Get them to watch a short video about your business

Following the Esurance example, it really wouldn’t be, because customers or prospects are already on the action train.

The best part to this approach is that it can be applied to just about any business to get customers who are already on “action trains” to fill out surveys, connect on LinkedIn, or even read another sales page.

The true power of “action trains” is that you’re able to achieve multiple marketing objectives with one train, rather than having to get multiple trains started at separate times and touchpoints.

As Becker advises, once the train gets going, use its momentum to go further than ever!

Posted in B2B marketing, Business, Marketing, Marketing Strategy, small business, Thought leadership, Traditional marketing | Tagged: , , , , , | Leave a Comment »

An Update on 7 Marketing Plan Must-Haves: Setting a Realistic Budget

Posted by advantagemarketing on June 20, 2013

setting a marketing budget

Use these investment guidelines to set a marketing budget that will pay off in higher quality leads for your company.

Must-have #7 in the 7 Marketing Plan Must-Haves is the marketing budget. We’re finding, however, that many small business owners are reluctant to set a budget. As a result, they’re taking a haphazard approach to marketing their company, if they’re marketing at all. The result? Their sales reps often have to work harder and longer to close business.

Folks, it’s time to put your big boy/big girl pants on. If you want your company to stand out in a crowded marketplace, you must invest in your marketing and do so consistently over time. And did you know that investing in your company’s brand and thought leadership positioning (often called content marketing) can shorten your sales cycle and reduce selling costs? According to HubSpot, the average cost of a lead generated via content marketing techniques was 60% less ($134 vs. $332) than leads generated through other methods.

These investment guidelines can help you set a realistic marketing budget:

  • According to the Small Business Administration, companies should be investing 7% of their annual revenues in marketing. So for a $1 million company, this means an investment of $70,000 per year.
  • Marketing Sherpa’s survey says smaller companies (<100 employees) are allocating 11% of sales to their marketing budgets.
  • B2B companies should allocate 11% of their revenues to marketing, according to the Chief Marketing Officers Council.
  • Professional service firms typically can invest 5% of revenues each year in their marketing, based on the CMO Council’s research.

The bottom line: Use the guidelines above to set a marketing budget and stick to it! A wise marketing investment will pay off over time with better, more qualified leads and ultimately more business for your company.

Posted in B2B marketing, Business, Marketing, Marketing budget, Marketing plans, small business, Thought leadership, Traditional marketing | Tagged: , , , , , , | Leave a Comment »

6 Keys to Selling to the C-Suite – It Starts with Personal Brand & Thought Leadership

Posted by advantagemarketing on June 13, 2013

keys to the c-suite

Personal branding and thought leadership are among the 6 keys that can help you sell more effectively to the C-Suite.

Selling to the C-Suite has changed dramatically in recent years. It’s no longer about knowing – and golfing – with the right people. Buyers expect more (and different) things from sales and service professionals.

I recently participated in the webinar, “Selling to the C-Suite: How to Win the CxO Sale.” The presenter, Ago Cluytens, RAIN Group’s EMEA practice director, drew from his experience as a Big 4 management consultant and former CxO to talk about the most effective ways to sell to executives in today’s market.

Ago offered many insights and I encourage you to access the event recording for the entire presentation. I want to share with you his “Six Keys to the C-Suite,” because according to Ago, these factors make the difference between making calls and being called in for a meeting with senior executives.

  1. A personal brand that positions you as a person of equal worth. Blogging, speaking, guest blogging and other similar tactics can help you create a personal brand.
  2. Access to relationships and networks of trusted allies.
  3. A reputation as a thought leader and prominent expert.
  4. The ability to link what you do to the senior exec’s strategic plans and objectives.
  5. A connection that transcends business – be interesting outside of work.
  6. Belief and confidence that you truly belong in the (board) room.

It’s no surprise to me that personal brand and thought leadership are high on Ago’s list. These factors make you a known quantity – someone that senior execs have gotten to know, like, and are beginning to trust. In my experience, speaking, blogging and writing articles lead to phone calls from prospects and discussions about how they want to work with me, not if we are going to work together. Sure makes the sales cycle shorter and easier.

How are you building your personal brand and thought leadership position? Has it helped you shorten your sales cycle? Share your thoughts with us in the Comments section below.

Posted in B2B marketing, Business, Marketing, Marketing Strategy, personal branding, Professional service firm marketing, Public speaking, small business, Thought leadership | Tagged: , , , , , , | Leave a Comment »

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