Nov 13
Selecting the Right Show
How do you decide which events to attend?
1. Look at your competitors
Most of your competitors will post which events they are attending on their website. Use this information!
2. Look at your target market
What events are they interested in attending? Do they prefer online events, such as webcasts - or do they prefer trade shows?
3. Look at your budget
A show in Las Vegas may be manageable, but sending half of your sales staff to the UK may not be realistic.
4. When in doubt, Google
Search terms realted to your industry such as “content management trade shows” or “computer security trade shows”.
Nov 12
Search Driven Copywriting - Using Keyword Research to Write in the Voice of Your Audience
Written by Scott Daughtry, SEO specialist.
As marketers we constantly try to write compelling copy that motivates people to take some sort of action. The trick is to write in the voice of our target audience; speaking to them using language they respond to. Sometimes we use focus groups or surveys to help with this; getting out in the field and talking to prospects/customers also helps. In the end though, the words we choose often amount to best guesses. Perhaps this is why marketers are sometimes looked negatively upon - especially those in the high tech industry. Maybe we are just not speaking our audience’s language. If only there was a thesaurus of words to use when writing for a specific audience. What if I told you there was?
Read the rest of this entry »
Nov 09
There are two words that will send chills up and down a marketer’s spine.
Event.
Marketing.
Event marketing includes many things – customer symposiums, trade shows, roadshows, etc. The common factor for each of these is expense. Exhibiting at a tradeshow is overwhelmingly expensive, especially if you’re a start-up. It is also incredibly exhausting, as these shows require an intense amount of planning, organization, and successful execution. In the end, however, it’s all about the payoff. Exhibiting is typically a fast way to generate quality leads. If you’re successful, shows will pay for themselves in a few short months.
Read the rest of this entry »
Nov 08
My marketing communications team is my second family. Because of our friendship, we are aptly known as “Team Marcom”.
In many companies, the marketing department is known as “the fun group” – and our team is no exception. Enjoy some of the outtakes below…
Sometimes my coworker thinks he’s a ninja…
Read the rest of this entry »
Nov 06
Many companies send out newsletters to their customers and prospects. These e-mails are often embedded with links to URL’s where more information can be found. The question is: what language do you use to get a better click-through rate? A or B?
A.) Direct call to action:
“Click to Continue”
B.) Indirect call to action:
“Continue with Article”, “Read More…”
Read the rest of this entry »
B.)
