Tip #2: Freeze Panes -

Another favorite of mine, freezing panes is a great way to keep certain information, such as headers, on the page no matter where you scroll. We’ve all been in the situation where we’ve scrolled down to row 2,893 and across to column U, only to forget exactly what information actually resides in column U. If only there was a way to keep those headers visible while scrolling around the page. Well there is; freeze those panes people!

Tip #3: Use Functions -

This isn’t so much a tip as a piece of advice. When dealing with a spreadsheet that includes numbers and functions, I find it much easier to use as many formulas as possible. By using formulas, you are letting Excel do the mathematical work for you while also eliminating the need to input numbers multiple times. This can save you precious time and help eliminate typing errors. It’s also helpful to link information to different cells so when one number changes, the others are updated automatically based on the formulas. For example, if cell A1 has the same information as A2, type “=A1” into cell A2 so you only have to update the information once.

Functions in Excel are pretty much endless and can be very complex. Tune into my final post on this topic to learn about one of my favorite Excel functions.

The release of products like the Canon EOS 5D Mark II and the NewTek Tricaster allow video to be produced at a fraction of the price that it used to be. For example, the Tricaster provides you with the opportunity to go live with a web broadcast for your next customer experience or sales training event. Because the editing is done live you save the money and the time you would have otherwise spent in an edit bay. You still need to be prepared to do the work on the front end with preproduction, but by taking advantage of new technology in the marketplace you can now afford to deliver your message through video.

How have you used video in your B2B communications?

Your website ROI depends a great deal on your SEO investment. “If you build it, they will come” does not apply to your website.

If you build it, optimize it and consistently create new content, they will come. That’s what SEO does. By identifying the proper, targeted keyphrases and using them correctly on your website, you’ll improve your search ranking and more prospective customers will come.

But, the question is…what will they do when they get there?

If you invest in SEO copywriting, you’ll have a better chance of getting your prospect to take the next step. Delivering website ROI means that prospects not only get to your site, but also they do what you want them to when they get there—they call you for more information, go to another page for details, download a white paper or even buy your product. But, you have to tell them what you want them to do.

So, invest in the science and art that is SEO copywriting. Your return will be a website that is targeted, informative, persuasive, highly readable and most importantly converts your prospects.

Online publications and social media outlets are increasingly becoming PR pros’ primary outlets for information. According to the 2010 Top Tech Publications study, 92 percent of tech PR pros say that blogs are important to their current PR efforts. Eighty-six percent list online publications as extremely important to their current media relations efforts—compared to 75 percent in 2009. So, as PR pros, why should we continue to get information from print publications—especially since most of them have an online presence?

It’s to continue BUILDING strong PR/journalist relationships!

I found a great article that explains why PR and print journalism will continue to work hand in hand despite this shift to the online world and how this relationship can help maximize return on investment as the media continues to change.

I want your opinion. Do you think the end is near for print journalism or do you think it’s here to stay?

1. Unique

Check out your competitors’ websites to make sure that your domain name stands out. If you are having a hard time coming up with a memorable name, use generators such as NameStation, NameBoy or DomainSamurai to get started.

2. Make it short

Domain names can be up to 67 characters, but it is recommended to stick to 10 characters or less. The shorter your domain name is, the easier it will be for your visitors to remember.

3. Easy to spell/pronounce

When someone hears your domain name for the first time, they should be able to understand what your website is all about. Avoid complicated abbreviations, stay away from using slang, hyphens and numeral substitutions.

4. Use .com

Select a .com name, if possible, because it signifies a top-level domain address. And, .com is by far the most widely accepted extension for a domain name.

5. Copyright

Do not purchase domain names that could possibly be infringing on an existing copyright. When in doubt, visit the U.S. Copyright Office to find out more.

Being the phone junkie that I am, I love to know what’s new and exciting in mobile technology. Normally I feel fairly ahead of the curve on mobile phone-related news, so imagine my surprise when I experienced my very own mobile phone first—an advertisement delivered via text to my phone.

Text- or SMS-based marketing campaigns are something our industry has been implementing for awhile. But, I’ve never been on the receiving end of an ad via SMS before. I have to tell you—I was super annoyed. It felt intrusive to me. It also made me wonder if SMS marketing campaigns will ever truly take off in B2B, or even B2C space.

However, there have been some successful national text-based ad campaigns and, I did some research and found that many mobile marketing companies make this point:

97% of recipients who receive an ad via text are going to view it within twenty minutes.

Can any other marketing vehicle do that? Certainly not print. Maybe e-mail marketing…but 97% within 20 minutes? That is quite a stat.

I’m sure there is a right fit for an SMS-based marketing campaign, but I haven’t experienced it yet. What do you think of this marketing tactic? Have you ever experienced a SMS ad?

‘I love my cell phone so much it was almost included in my Canyon bio picture.’

Why? Because marketing communications is hard work. To do it effectively requires constant focus, the ability to finesse a plan and the need to be flexible to change it all at a moment’s notice. There is no clear roadmap, no magic bullet and no crystal ball that can show you the right way. Hard work is really the only way to be successful in marketing communications.

Ever wonder why so many professionals blog, tweet and give away free marcom advice? Because they know that most organizations don’t have the resources or willingness to do the really hard work of pulling it all together. Today’s marketplace demands that you connect too many dots, align too many strategies and juggle the different needs of too many people.

Effective communications are entirely possible to pull off, but you need to roll up your sleeves and flex some marcom muscle. Tired of just thinking about it? Call a b2b marketing communications resource that’s ready to get to work and will be with you for the long haul.

With football season gearing up, I was drawn to an article titled, “Colts spurn conventional wisdom to win over fans.” The article discusses how the Indianapolis Colts continue to move the marker on their march to making themselves a model NFL franchise.

The team has grown its sponsor count to 240—up 20 from last year and well above the league average of 190—and has a season-ticket waiting list of 17,000—up from 11,000 last year. And, they did it all in an unconventional way.

So, how did they get there?

In 2000, the team abandoned its traditional television, print and radio marketing campaign and opted to invest in more personal community visits from team representatives. Turns out, this unconventional path has been a real success for the team over time.

This same theory or approach can be applied to B2B public relations and marketing. Sometimes, the best way to grow your customer base, increase sales, raise awareness or drive interest isn’t through traditional marketing tactics. Sometimes, the best way to reach your marketing goals is to ditch some of the traditional tactics and really figure out what motivates your customers and prospects. It’s time to start thinking outside of the box and put new marketing tactics in the game.

Did you know that by 2013 cell phones will outnumber PCs for surfing the web? Is your company’s Web site ready? I found this great blog post by Jeffrey Cohen on the impending social mobile experience and some initial steps your company can take to prepare:

1. Check out your site on several mobile devices to see what users currently experience.
2. Plan for the future mobile experience by creating a hardworking mobile site.
3. Don’t forget your blog. Make sure your content is easy to access, read and share.

Remember as with all communications you need to approach it from the customer’s point of view. Consider what motivates them to purchase your product or service and speak to that.

Image courtesy of Marketplace Mobile.

What are you doing to mobilize your Web site? Need help? Call us.

The column includes video of each of the failed attempts at cool viral and ad campaigns. Check them out for a few chuckles, but you’ll probably find yourself more often shaking your head in disbelief—yes, they really are that bad. Here’s a quick example of just how horrible these marketing moments really are:

Raphael’s commentary, however, is absolutely riveting and will definitely make you laugh.

Beyond the humor, there’s a lesson to be learned. Don’t try to force your brand to be something that it simply is NOT.

Every brand can’t be cool. Every brand can’t be classy. Every brand can’t be a hero. But, every brand can fail if its position is not defined.

Your brand position is the crux of your marketing program. And, if you haven’t defined your brand position and brand persona, for goodness sake get on it! While you’re here at B2B Fishbowl, check out what our very own Matt Hensler has to say about brand personas too.