As the head of Business Development for my company, Return On Now, I have the opportunity to interact with prospects and customers on a daily basis. Search Engine Optimization (SEO) is one of the primary services we offer. Most prospects come to us via referral, and as such, they already understand why they should be managing their online visibility proactively.… read more →
With all the talk about bootstrapping and growthhacking, it has become clear that more of us want to self-fund our businesses at least in the early stages of building them out. In the old days, you mostly had to pay to advertise for any marketing benefits to come your way. Today, though, we have a wider range of paid and… read more →
It’s hard to believe that 2014 is nearly a wrap. And what a year it has been! From the sunsetting of Google Authorship and PageRank, to the digital war on Sony about their new movie The Interview, we have certainly had tons to talk about. With the year winding to a close and a short week upon us, I decided to… read more →
Search Engine Marketing, also known as Pay Per Click Advertising in many circles, can drive some outstanding results for businesses of all sizes in pretty much any industry. The key is to build the campaigns properly, including both the overall structure, the keywords targeting, and finally, how you work to discourage bad clicks. Negative keywords are one way to do… read more →
Enjoy the following guest post, courtesy of SEO pro Jennifer Watts. The views expressed in this post are those of the author and not necessarily that of Return On Now. It’s easy to imagine the benefits of building a shiny, professional new website. Every CEO knows about the advantages of a professional website over one that looks like it came… read more →
Over the past 5-6 years, social media has really come into its own as a business discipline. Most companies now understand that they need to, at a minimum, have some sort of presence on the social networks and other social media. But not everyone can afford to hire full time support, so we find ourselves with a budding cottage industry… read more →
Welcome to Return On News. Periodically, I like to take a moment to review the content that has inspired me enough to share on Twitter. Among that content, there are typically a handful of posts that stand out and deserve special mention. On that premise, I created Return On News. From time-to-time, when I find that the most recent posts… read more →
When I first started Return On Now back in 2009, social media was still on the upswing as a channel for marketing and lead generation. Since that time, it has evolved in many ways. Businesses are driving not only leads but sales from leading social networking services. But not all services are the same, and neither are the businesses. We… read more →
Welcome to the latest edition of Return On News! It has been quite a wild ride the past two months. And a lot has happened in online marketing. Today I have a longer list of articles to share. I will be very brief with the summary of all of the following articles. That way, you can make it through the… read more →
Since I have been unable to generate any new content for two weeks due to a personal situation that has taken up nearly all of my attention, I share with you another fine post by my friend and colleague Julie Hunt. The following post originally appeared on Highly Competitive just last month.
For the past several years, multiple studies by different research firms have been conducted to evaluate the most sought-out and influential content for B2B technology customers during decision-making buying cycles, and every time, in every study, the #1 preferred content is the White Paper.
The white paper is the #1 most influential piece of collateral that technology purchasers consult when making or influencing a buying decision for their company, according to a recent survey by Eccolo Media
However, many B2B software vendors still are missing the boat with their use of white papers and have not employed them in ways to engage potential buyers, let alone convert them to customers.