Raincastle's Web Design & Marketing Blog

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Posted by Paul Regensburg on Jan 21, 2015 1:31:00 PM

How to Build B2B Websites That Serve Multiple Audiences, Part II

In "How to Build a B2B Website That Serves Multiple Audiences, Part I," I discussed the B2B branding and website design implications of how to create a website that effectively speaks to two or more disparate audiences. In this second part, I will adress this "multi-audience" web problem from the perspectives of information architecture, content creation and SEO.

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Tags: B2B / information architecture / SEO / content creation / website / trends
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Posted by Paul Regensburg on Jan 6, 2015 4:46:00 PM

How to Build B2B Websites That Serve Multiple Audiences, Part I

Maybe it is the function of the multi-product, multi-tasking, multi messaged nature of businesses these days but it seems that practically all of our clients share a common problem, which is how to create B2B websites that effectively speak to two or more disparate audiences — without diluting the user experience for each of those audiences. In this two-part blog post, I will adress this "multi-audience" web problem, which spans brand, design, information architecture, content creation, and SEO.

B2B Branding for Multiple Web Audiences

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Tags: web design / B2B / content creation / design / responsive design / website / brand / trends / branding for websites
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Posted by Paul Regensburg on Nov 11, 2014 9:00:00 AM

Best Practices for Generating Quality Leads and Growth for B2B Companies: A CMO Discussion

Chief marketing officers have never had it easy. In today’s tight economic climate and with transformational shifts in marketing technologies and trends, some would say the job of CMO is tougher than ever. But those same shifts create exciting new tools and opportunities for reaching and motivating B2B buyers.

Mike_MitsockIn this conversation with seasoned CMO Mike Mitsock, we explore his thoughts on meeting today’s challenges and practical approaches for creating strong brands and generating measurable growth.

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Tags: B2B / creativity / inbound marketing / digital marketing / CMO / healthcare IT / analytics
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Posted by Paul Regensburg on Oct 21, 2014 12:43:00 PM

How to Use Video as a Marketing Tool

The Benefits of Video Marketing for B2B Companies

video_iconAre you struggling with your company’s content strategy and social media strategy? Video is an effective way to elevate your social media plan and hook your viewers. Several of our clients are asking us to integrate video into their websites and social media and here’s why we recommend doing it.

A short video (up to two minutes) is an opportunity to tell your company’s story. We recently updated our website and by embedding a video on the "About RainCastle" page, we were able to tell our story in a new way. Within seconds, prospective clients and employees gain insight into our culture and team, even some of our technologists who often work behind the scene.

Video shows how your product or service works. In less than a minute, by showing a demo, a video can explain how a new technology or product works. Our client, AirStrip Technologies, creates medical software that allows healthcare providers to monitor patient data on their mobile devices. They use video to demo and promote the exciting new technology they've developed - technology that enables clinicians to interact with and respond rapidly to clinically relevant patient health information.

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Tags: marketing / B2B / branding / email marketing / lead generation / content creation / video / content marketing / trends / blogging
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Posted by Paul Regensburg on Oct 8, 2014 12:02:59 PM

Why "EXPERIENCE MATTERS"

I write regularly about how branding impacts your website, your marketing and your business. Last week, in celebration of RainCastle's twentieth anniversary, we launched our new website, in which we introduced our new brand theme, "EXPERIENCE MATTERS," here's why.

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Tags: web design / client service / client relationships / B2B / branding / brand messaging / brand / Experience
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