THE MARSDEN MARKETING BLOG

Webinars 101: A crash course in best practices for B2B webinars

Posted by Lauren DeRamus

Tue, Mar 21, 2017 @ 11:20 AM

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Fun fact: In 2011, Hubspot set the Guinness World Record for largest online marketing seminar. 

Another fun fact: For about three months last year, I was submerged in a deep sea of webinars. A favorite client of ours asked us to help manage their annual digital conference. That meant more than a month of B2B digital marketing content presented worldwide, twice weekly, from the comfort of the internet. I emerged from that sea with a master scuba certification and hands-on experience and knowledge about best practices for B2B webinars that I’d like to share with you.

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Give Them Something to Talk About: Using Digital Marketing to Promote Your Event (Part 2)

Posted by David Doughty

Tue, Mar 14, 2017 @ 12:18 PM

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Last week, we talked about pre-event marketing via the web, email, and social. This week’s blog discusses marketing strategies during and after your event to increase engagement and keep the excitement – and connection with potential new clients – alive after you fold up your tent.

During the Event

While the event is happening, don’t let your strategy stagnate. Live events are a great opportunity to utilize social media. 


Social

During the event, have someone take over your Twitter feed. If your event is week-long, then consider having a different person do a take-over each day. You can introduce the person taking over and pin that tweet to the top until they are done. Encourage them to take a lot of candid pictures and post quick interviews with speakers or interesting attendees. Be sure that they know to use the common hashtag for the event in every tweet.

Some other great ideas to consider during the event: 

  • Create a game with a hashtag people can engage with, such as a photo scavenger hunt.
  • Run a contest for posting a photo of the most creative activity at a booth.
  • Ask people to create a funny meme from a candid shot taken at the event.

If you can spare the manpower, have someone monitor the hashtag to see if there are any issues or opportunities to interact with participants. 


Post-Event
 

A major problem with events is how often the excitement created before and during them fizzles out. Done right, though, the post-event period is a great time to continue the conversation with prospects and nurture leads. 

Web Strategy

Keep your event page updated and create a media page with photos from the event. Be sure to make each photo shareable on social media. Are there any assets that can be created from the event? Maybe some of the breakout sessions were captured on video. It wouldn’t take much effort to edit them into standalone pieces that you could gate for lead generation. Finally, be sure not to delete your signup form from the pre-event stage; use it to get people to register for updates for next year’s event. 


Email

If you haven’t already done so, now’s the time to create a separate email list for those who signed up during the event. Make sure to send a thank-you email to everyone who came and invite them to look at the photos you’ve posted. Encourage them to share them with friends and colleagues.

Now is also a good time to create a drip campaign with the new content that was created after the event. Send those who attended emails that encourage them to download assets. Don’t be afraid to ask if they would like a consultation or to continue a conversation. For more tips on creating interesting emails, read how emails engage and convert


Social
 

Take note of what aspects of your social media strategy worked and what didn’t. Did your videos take off? How can you create more throughout the year? Which tweets did people engage with the most? What could you do differently?

Once you start figuring out what was successful and what wasn’t, create a new social media calendar loaded with content similar to what worked for you. It doesn’t have to all be original. But make sure that whatever you retweet or repost is something your target audience will enjoy reading. Your content calendar and posts will be different for everyone, but if you keep your audience in mind, you’ll start to see followers and engagement grow.

One Last Word

Whatever you choose to do to market your event, you must execute flawlessly. One of the great things about events is the human element; in a world where so much of what we do is electronic, you get to meet people and talk face-to-face. But afterward, what you send your new contacts needs to be engaging and on target, with top-notch content, or you risk an “unsubscribe” when you could have been moving them down the sales funnel.

Remember the hard work we mentioned in the first blog? If you choose and implement your tactics well, it will all be worth it in the end, after you’ve managed and marketed an event that everyone will still be talking about the next time around.

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Give Them Something to Talk About: Using Digital Marketing to Promote Your Event (Part 1)

Posted by David Doughty

Tue, Mar 07, 2017 @ 10:00 AM

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In what may be one of the greatest understatements ever, B2B events are a lot of work. Those who have managed events already know this; if you’re joining their ranks, you’re going to learn it fast.

Event logistics are often top-of-mind, but effective promotion should be done hand-in-hand with your planning. All your efforts to design a great event will be wasted if no one attends. Digital marketing tools can get the buzz out into the public much faster and more easily than many other forms of communication, and are cost-effective, too.

Because the topic is as large as the amount of work involved in holding a show, conference, or benefit, this post will talk about pre-event marketing via the web, email, and social. Part two of this series will discuss marketing strategies during and after your event. All are designed to expand awareness of, interest in, and engagement with your event and help to make it a success.

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What You Need to Know about Choosing 2017 Marketing Trends and Tech

Posted by Christina Simms

Tue, Jan 10, 2017 @ 10:30 AM

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I grew up with pet raccoons, and one thing you figure out quickly in their company is how much they love shiny things. Balls of aluminum foil, keys, dangling earrings (my mom learned that the hard way) – those would catch their attention and distract them from whatever they were doing. Turns out marketers, like raccoons, often suffer from “shiny object syndrome.”

New technologies, platforms, and software constantly compete for the attention (and dollars) of marketing professionals.

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5 Google Analytics Tips for Better Website Optimization

Posted by Charlotte Cook

Thu, Oct 06, 2016 @ 10:15 AM

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Google Analytics can give invaluable insight to B2B companies who want to consistently analyze and improve their websites. This information is important to better serve your target market, discover why they are visiting, what they are doing on your website, and why they are leaving. Whether you’ve just launched a new website or have yet to tap into the full potential of Google Analytics, utilize these tips to start understanding your visitors’ actions.

1. Account Optimization

First things first, make sure to filter out your own IP addresses, so Google isn’t tracking your internal activity. After the initial set up, you can customize your own dashboard to view metrics that are most important to your organization.

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The Inbound Auto Shop: It’s Time for Your Marketing Tune-Up

Posted by Lauren DeRamus

Wed, Sep 28, 2016 @ 10:45 AM

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Let’s face it; just like your beloved vehicle, your inbound marketing program requires the occasional tune-up.

Regularly scheduled maintenance is an integral part of running a successful and profitable inbound marketing program. Most of us are really good about remembering to put gas in our car, and we should be just as good about monitoring and optimizing the day-to-day deliverables that keep our programs running.

But, when is the last time that you had your fuel injection system flushed? Or, combed through those lists in your CRM or email database? Often times we will wait until the “Check Engine” light comes on (or we realize too late that we’re not going to meet those quarterly goals) to say, “Uh-oh – I better take a look at this.”

There are plenty of actions that we can be taking prior to that “little yellow light” to optimize performance and avoid the risk and cost of repairing damage after the fact.

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Increasing Conversions with A/B Testing

Posted by Charlotte Cook

Thu, Aug 11, 2016 @ 03:40 PM

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Whether you’re trying to win an argument with your boss or test a new idea, the best way to prove your results is to test different theories and measure which performs best. A/B testing answers all your lingering questions about design, colors, fonts, copy, photos, and more. Utilize A/B testing in your B2B marketing campaigns to increase your conversions and optimize your content by understanding what your target market is most drawn to.

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Feeling Overwhelmed? Here’s How to Ease the Pain in the MarTech Buying Process

Posted by Brenna Zenaty

Tue, Jul 26, 2016 @ 09:32 AM

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As a B2B inbound marketing agency, our team is constantly trying to implement and optimize the best strategies to attract our clients’ target buyers. Internally, we also work to refine our own strategy to become more efficient, and more competitive. One way we help support those strategies is through the use of marketing technology (or “martech,” as the kids are calling it these days): software as a service (SaaS) designed to help carry out marketing tactics and operations. 

As any digital marketer can attest to, however, today’s marketing technology landscape is quickly becoming overcrowded. As a Marketing Manager, I am constantly bombarded with emails, phone calls, and LinkedIn messages from sales reps promoting the latest and greatest technology our agency can’t live without.

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How To Choose the Right Social Media Channel for Your B2B Business

Posted by Thomas Mayhew

Thu, May 14, 2015 @ 09:00 AM

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As businesses transition to a new digital age, networking and reach have become more dependent on digital communication than ever. If your company is not taking advantage of social media, or your social media channels are poorly optimized, you’re missing out on hot real estate, (and free content distribution), to reach new prospects and generate leads.  

After all, 72% of all Internet users are now active on social media, and social media has proven to have a 100% higher lead-to-close rate than outbound methods [1].

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Think Smartphones Run Your Life Now? Here’s What’s Coming Next

Posted by Carol Casey

Tue, Nov 18, 2014 @ 09:40 AM

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