The company has produced the document to encourage its partners to reassess their current marketing activities and ensure that they are truly effective.
Darren Farnden, Head of Marketing at Entanet, says: “Marketing is a potent tool for resellers, especially when it’s done well, and a lot of our partners are excellent at it. It’s all too easy though for marketing teams to get caught up in the hype about the latest techniques and concepts. They can end up wasting effort on activities that yield no meaningful results – that are, effectively, ‘useless’.
“We wanted to challenge the accepted wisdom in certain areas, such as SEO and blogging, and trigger some debate and discussion within our partner community. The eBook is our way of saying ‘Are you really convinced that the marketing you do today is effective?’ We want them to question their own ideas and conceptions and share them with us.”
In the eBook, which is available for free download here, Entanet highlights the folly of paying obsessive attention to detail over SEO, the need to put quality ahead of quantity when it comes to blogging and press releases, and the importance of focusing on your target audience. It also warns against jumping onto the ‘app bandwagon’ and maintaining a presence on under-performing social media sites.