Publications, Speaking Engagements, Media, and More

Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available.

This book will help small-business B2B marketers build a strong digital presence that will drive growth.

Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective.

This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas.

What You’ll Learn

Build a website that serves as the hub of your marketing
Establish a content promotion plan that puts your content in front of the right audience
Develop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing

Create effective content in a timely manner with the resources you have available

Track what is working and what needs improvement via an analytics platform to consistently produce strong marketing returns

Who This Book Is For
The primary audience is B2B small business owners and B2B small business marketing leaders.

Purchase:
Amazon
More information also available on the publisher’s website.

Need some content for your site? Hoping to expand your audience? We love sharing content, contributing to other blogs and hosting guest writers on our channels. Contact us to discuss how we can work together.

Speaking Engagements

No sales pitch, no fluff. Just useful, actionable information presented in an easy-going, conversational style with examples and stories to bring important ideas to life.

Andigo’s lead digital strategist, Andrew Schulkind, is available to speak to groups of all sizes and can tailor a range of digital marketing and web development topics to fit your audience’s interests.

Andrew’s speaking engagements have included WordCamp and Social Media Week NY among many others. Workshops and training sessions have included Vistage and other groups.

Reach out via phone or email if you’re interested in more information or would like to book him to speak.

— Sample Presentation Topic, Video, and Summary —

How Planning and Perspective Lead to More Productive Digital Marketing

Strategies for web development, email marketing, and social media that attract your target audience, encourage engagement, and nurture prospects through their buying decision.

On even the simplest of sites, something nearly always gets lost in translation between the client’s expectations, the designer’s vision, and the developer’s execution.

A solid planning process and proper documentation minimize the potential for confusion and miscommunication. You save time, you save money, and most importantly, the finished project is more likely to successfully achieve the desired results.

Join digital strategist Andrew Schulkind as he lays out the process he and his team have developed over 22 years of tackling web development and other digital marketing initiatives for a range of B2B clients. In this session, you will gain insight into:

Convincing stakeholders of the value of a defined planning process (hint: it actually saves time and money)
Aligning the process with your desired outcomes
The document templates you’ll find most useful
How the planning process helps post-launch

Q&A to follow the presentation.

Topics and Talking Points

Andrew is prepared to engage with you and your audience on a range of digital marketing, website strategy, content marketing, and technology-related topics.

Small business marketers don’t need to understand the technical minutia of websites or copy the social media strategies of national consumer brands. They need to know how to build successful marketing machines that they can sustain with their available resources.
How to get the benefits of a great editor even if you don’t have one on your team. (My process for ideation/writing/editing for content creators who are working on their own.)
Jargon and whether is it ever appropriate to use. (This can be a fun one, since I’m disagreeing with the conventional wisdom that says, “Never.”)
Common mistakes small B2B business owners and marketers make and how to correct them (There is lots of ground to cover here, from consistency to authenticity to product/client experience not delivering on what marketing has promised.)
The critical piece of digital marketing that small businesses miss most frequently. (Your prospects don’t care about you. Your prospects don’t even care about what you do. Your prospects care about what you can do for them. This concept is central to how your website should be organized; what content you must create for the website, social media, and email; and the perspective and tone you use in addressing your prospects’ pain points.
Does content marketing work for “boring” businesses?
How should landing pages and lead magnets figure into my digital marketing?
Is taming the technology beast that painful without an IT department?
How do I know if my marketing is working?
Writer’s Block: What to do when you need help figuring out what to write?
Why websites are the hub for (almost) every business
Why content promotion planning is so vital for sales growth
Email marketing’s role in your marketing efforts
Social media: finding the channels best suited to your messages
How analytics help you produce strong marketing returns consistently

Speaker Biography

We can provide shorter or longer bios, or bios specific to a particular topic if desired.

Brief Bio (112 words)
Andrew Schulkind leads Andigo, a website and content marketing agency focuses on helping B2B clients generate audience engagement through solid information architecture, great user experience, and compelling content. A dash of common sense doesn’t hurt, either. The Andigo team is experience working in a range of industries and is particularly passionate about working with mission-driven businesses.

Andrew engages in a range of community volunteer work and is an avid guitar player, bread baker, and cyclist. He also loves collecting meaningless trivia: did you know the Lone Ranger made his mask from the cloth of his brother’s vest after his brother was killed by “the bad guys?” Andrew also once broke INTO prison.

Expanded Bio (226 words)
Since founding Andigo, Andrew Schulkind has asked clients two simple questions: what does digital marketing success look like, and how can that marketing success be measured?

Andigo’s work includes web design and development, content marketing, and digital strategy, among other digital marketing components, with a goal of helping firms generate audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.

The success of Andigo’s approach has garnered Andrew invitations to present at events like Social Media Week NY and WordCampNYC, as well as other events on content marketing and web-development topics. He is a frequent podcast and radio show guest and his writing appears on the Andigo blog, in a monthly column on The Customer, and for a range of other print and online publications.

His recently published book, Marketing for Small B2B Businesses – How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing, is available on Amazon and elsewhere.

Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He loves collecting meaningless trivia: Did you know the Lone Ranger made his mask from the cloth of his brother’s vest after his brother was killed by “the bad guys?”

Also, Andrew once broke INTO prison …