Pete Wiltjer Marketing Group's Blog

Pete Wiltjer

As president and founder of PWMG, Pete Wiltjer loves the opportunity to share the knowledge and experience of his 15+ years in public relations, journalism, event management, direct marketing and interactive marketing. Pete has managed programs for a variety of professional services and technology industry organizations, ranging from start-ups to billion-dollar conglomerates, and he has extensive experience promoting not-for-profit technology user groups.
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Recent Posts

Hospitality Industry Inbound Marketing Tips: Keyword Planning and Your SEO

Posted by Pete Wiltjer on Aug 17, 2016 4:02:52 PM

The hospitality and commercial food service markets have countless solution providers competing for your business. How do the top dogs stand out on the Internet? The answer is related to their understanding of prospect needs and how those needs are addressed through search engine optimization and keywords they use in their websites. 

Search engine optimization is a necessity if you want your website to attract the right traffic. Keywords are a big part of the SEO equation, especially if you rely on organic search results, as opposed to paid ads, to drive traffic and attract prospects that self-identify thanks to your strategic use of marketing content. 

Where to get started on improving your SEO? One sure winning path is a better understanding of your most effective keywords, and knowing which keywords provide the easiest path to a high search engine ranking. Keywords are something your marketing team should be testing and measuring each month, and should be a central part of your SEO plan. 

Do you want to learn about tools available to help your keyword planning, and about some strategic ways to place your keywords? Click 'more' to keep reading.

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Topics: Hospitality industry inbound marketing

B2B Marketing Trends: Editorial as Content

Posted by Pete Wiltjer on Jun 17, 2016 10:41:56 AM

In order to finance two of the most famous and successful U.S. media companies, the publishers of Ebony and Playboy literally sold their own furniture. Back then, John H. Johnson and Hugh Hefner were too busy to sit down much anyway, so it's likely they didn't miss the furniture that much.

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Topics: B2B marketing trends, b2b publishing trends

Viral Marketing Can Be Bad for Your Health: Before You Eat That Avocado Pit, Read This...

Posted by Pete Wiltjer on May 25, 2016 4:46:07 PM


Who doesn't enjoy avocado, either mashed up as guacamole or sliced and imparted into sandwiches or salads?

The funny thing about avocados that you may have noticed recently, there seems to be a collection of 'experts' that are now advocating that you eat the avocado pits as well as the delicious green flesh everyone already loves. 

Um, yuck. But to each his own, right?

And my family eats enough avocados that I actually started to consider following one of the recommendations I saw about grinding up the pit and mixing it into smoothies or other sauces. I'm a waste-not-want-not kind of guy, so I was willing to consider the idea.

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Topics: 2016 marketing trends, social media viral marketing

Ice Cream Maker PR Spotlights Foodservice Marketing Success Trend for 2016

Posted by Pete Wiltjer on Apr 21, 2016 4:27:04 PM

When the world's largest ice cream manufacturer, Nestle, announced yesterday that it had simplified ingredients for six of its ice cream brands, it was not only a win for consumers that are tired of GMOs, artificial ingredients and food chemicals. It also telegraphed how to execute effective foodservice marketing, and it demonstrated an ability to present transparent-yet-effective marketing messages that help draw people into a corporate blog and website. 

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Topics: commercial food service marketing tips, 2016 marketing trends, hospitality supplier inbound marketing

Have Your B2B Prospects Already Disqualified You?

Posted by Pete Wiltjer on Apr 15, 2016 3:49:55 PM

Is your company still investing the bulk of your marketing budget in old school tradeshows?

 

Do you think that social media marketing is just for kids and consumer companies?

 

If so, it may be time for you to accept the fact that B2B buyers today favor do-it-yourself online options for researching and buying products and services. A recent Forrester report forecasts that one million US B2B salespeople will lose their jobs to self-service ecommerce by 2020.

 

That makes it sound like you still have time to prepare for this change, right? Not so fast.

 

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Topics: Social media marketing tips, 2016 marketing trends, content marketing best practices, manufacturer supplier content marketing

Hospitality Suppliers: Give Your Inbound Marketing Plans a Tune Up to Be Ready for Anything

Posted by Pete Wiltjer on Apr 11, 2016 11:55:41 AM


Brrr. Don't you just love April snow? It reminds us that we here in Chicagoland need to be prepared for anything when it comes to the weather.

Actually, I love April because the warm days finally start to creep in between these cold-and-nasty ones, and make us think about backyard barbecues and all the pleasures of spending time outside. I have noticed many hospitality industry suppliers ramping up their spring marketing efforts too, by promoting solutions for the nearly upon us al fresco dining season.

 

With your marketing, the way to be prepared for anything is by following a plan. And that plan must start with a solid understanding of what motivates your ideal buyers. Thank goodness we have technology to help with this process.

 

Marketing automation platforms can make that task easy by offering a roadmap for your marketing efforts. But can your marketing team truly be prepared for everything, even if they are using marketing automation?

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Topics: hospitality marketing, content marketing best practices, generate more qualified website traffic, hospitality supplier inbound marketing

Manufacturer Supplier Content Marketing Tips: Monitoring Your Website Traffic Sources

Posted by Pete Wiltjer on Mar 29, 2016 11:37:18 AM


How many useful website traffic trends has your marketing team identified and improved upon over the past year? Does your marketing team set goals for improving specific channels, such as social traffic or email traffic? 

Well, when you understand what sources are generating your website traffic, you can then take strategic and data-driven steps to try and improve those numbers.

For instance, look at this table of average source data from manufacturing companies that use HubSpot as their marketing automation platform and you will notice some interesting trends, including the fact that direct traffic and organic traffic generate, by far, the bulk of their website traffic. 

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Topics: 2016 marketing trends, content marketing best practices, manufacturer supplier content marketing

Hospitality Marketing Primer: Engaging a Distracted Audience with Compelling Content Marketing

Posted by Pete Wiltjer on Mar 10, 2016 5:52:00 PM


You have probably heard once or twice (or more!) that the strategic placement of your keywords are an important part of your company's search engine rankings. At a high level, we agree that the path to improved search engine optimization is paved with the effective use of keywords in your B2B marketing content.

However, in the great effort your team expels to make sure that your keywords are effectively used throughout your website, you can overlook an important factor: publishing information that's actually useful to your audience.

Considering that people today have worse attention spans than goldfish, this is especially important if you are actively blogging for your business.

So how do you know if your digital marketing content is not only serving the search engines but also effectively serving your increasingly distracted audience?

This short list will help you understand some of the boxes you should be checking when publishing new marketing content and help make sure your blog doesn't sound like it was written by a robot for robots.

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Topics: hospitality marketing, content marketing best practices, generate more qualified website traffic

Inbound Marketing for Commercial Foodservice: What Your Website Needs

Posted by Pete Wiltjer on Feb 18, 2016 3:17:57 PM


When was the last time you saw your inside sales manager give a high-five to your marketing manager?

Never? Then perhaps all the content your marketing team is generating doesn't actually serve the right type of audience. OK, I just have a couple other quick questions.

Is your company's website making it easy for your inside sales team to quickly qualify prospects?

 

Does it have enough useful content to enable your visitors to understand whether your company is able to be a viable solution partner?

 

This brief article, which should only take about five minutes to read, will shed some light on how to improve your website's inbound marketing capabilities so that it begins to consistently generate quality leads, while also serving your ideal prospects in a more meaningful way. It features expert sources from the hospitality and commercial foodservice markets.

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Topics: commercial food service marketing tips, hospitality marketing, data analytics, content marketing best practices, generate more qualified website traffic

Bad Lip Reading Videos and B2B Content Marketing in Naperville

Posted by Pete Wiltjer on Feb 4, 2016 10:30:00 AM


I love sitting with my kids and watching funny videos on Facebook and YouTube. Our current favorites are the bad lip reading series that poke fun of NFL stars. It is not hard to quickly pass an hour while watching an endless stream of videos that are always available at your finger tips via Facebook and YouTube, and it makes me think about the rather staggering traffic claims that Facebook and Google (owner of YouTube) recently reported.

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Topics: Social media marketing tips, content marketing best practices, generate more qualified website traffic, analytic data