B-to-B Insights: Do You Feel Stupid That You Don’t Tweet?
For most B-to-B merchants, allocating one percent to two percent of your total marketing budget to social media is appropriate to get started. Think of it this way: If your marketing budget is $1 million, devote between $10,000 and $20,000 for a social media test. Focusing this initial investment on developing a company blog with online video support would be more effective than spreading it among the seven tools mentioned above.
- Companies:
- Amazon.com
- Microsoft Corp.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
