Tag Archives: marketing strategy

5 Tips to Maximize Your Trade Show ROI

13 Jul

IBS Certainteed

Building an effective strategy that is targeted to maximize your trade show can make all the difference in its success. The following aspects should be included in such a strategy to improve your experience.

1. Create a Press Release

Creating a press release that you can distribute online to increase awareness of the upcoming trade show is vital to your ROI. Be sure that basics such as the use of appropriate keywords that your audience of building materials purchasers is likely to use to find what they want and a link to your website are included in this press release.

2. Add a Mention on Your Home Page

Increase awareness of your trade show attendance by mentioning it on your website’s homepage. Placing that kind of information in a prominent location ensures that everyone receives notification of its occurrence when they visit your site.

3. Coordinate a Marketing Strategy

Be sure that you and your marketing team are on the same page when it comes to the presentations, videos, and slideshows that you’ll display at your trade show booth. Doing so reinforces the information you’re delivering across all channels for the maximum ROI.

4. Be Prepared for the Media

Whether you expect to interact with members of the press or not, you should be prepared – just in case. This means checking the list of attendees to learn if any are expected and updating your press kit to hand out to those that you see. No press kit? This is the ideal time to create one!

5. Email and Blog About It

If you maintain a list of email subscribers, be sure to send out an email blast about your attendance at the trade show. Provide a sneak peek of what attendees can expect from you. Blog about the days leading up to the trade show as well as your experiences during the event.

The key to maximizing your ROI for trade shows is to increase your engagement with your audience. Keeping them informed about what they can expect and why buyers in the building materials industry should seek you out there can boost your ROI exponentially.

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4 Brand Awareness Tips to Implement Now

6 Jul

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Increasing your brand’s awareness is the goal of any marketing strategy. Gaining an increase in your audience will improve your ROI. The following brand awareness tips are those that are easy to implement right aware.

1. Content That is Sharable and Valuable

Making content that is both sharable and valuable is at the heart of any brand awareness strategy. With this component, your brand’s awareness as an expert jumps exponentially when you publish meaningful and strong content. Keep on top of what is important in your industry by using tools such as BuzzSumo to find out what’s been doing well on social media and find out what your competition is publishing. The key is to make sure that your content is better.

2. Choose Your Social Media Platform Well

The number of social media platforms continues to rise; however, due to a limited amount of time and budget, you can limit the ones you use to maximize your ROI. Facebook tends to be a good starting point as many people in the building materials industry find themselves checking periodically throughout the day. Instagram is another popular social media platform that is rising in popularity and that might be worth your time in keeping updated due to its ability to showcase building products and projects.

3. Promote Content Using Paid Strategies

Using paid strategies instead of – or in conjunction with – organic search offers your brand the ability to increase its visibility. The key is to give your audience incentives that are valuable enough for them to interact with your brand.

4. Use Influencers Often

Influencers can help your brand gain the recognition and increase its awareness among that audience you seek – those people who make the buying decision in the building materials industry. Tagging them or otherwise alerting them to the fact that you are using them name or mentioning their website allows for an increase in your engagement with them.

These four brand awareness tips are designed to make those in the building materials industry who are charged with making the buying decisions more aware of your brand. Implementing them and keeping up with these tips helps improve your chances of capturing their attention.

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Mid-Year Review: Is Your Content Marketing Strategy Working?

8 Jun

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A mid-year review for your content marketing strategy gives you a heads-up about its performance thus far. While some people might approach such a task with the kind of dread that typically accompanies mid-year reviews for employees, not taking the time to do it now could mean wasted time and opportunities if you only do it at the end of the year.

1. Are you still reaching your audience?

Are your efforts still keeping up with the action plan that was developed as part of your content marketing strategy? Make sure that these efforts are reaching your ideal customer. Check to see that the audience you are targeting hasn’t changed due to industry or economic factors.

2. Identify any areas that need to be changed

Has your most successful marketing campaign so far been in shared content – social media, referrals or word of mouth, for example – but your greatest expenditures are aimed toward paid content such as banner ads? If so, it might be time to take a look at evening up the budget a bit so you can build on your successes more easily.

3. Align with your sales team

Check in with your sales team to be sure that the goals of your content marketing campaign match your sales goals. Bring your observations to the next sales meeting to gather data from the front lines of sales to make sure that everyone is aligned toward the same goals.

4. Do a refresh and update on your website

If your website has been on autopilot since the beginning of the year, it’s probably overdue for a refresh and update on the content. Even if the content you had up was popular in January, it might not hold the same appeal now that mid year is approaching.

5. Get a handle on the data

The analytics and data gained by parsing your website’s metrics needs to be put to use. The basic four areas that you need to concentrate on – content downloads, page views, conversion rates and social shares – form the foundation of your marketing strategy.

There’s no doubt about it, your content marketing strategy isn’t something that you can simply forget about once it’s in place. In order to be successful, you need to constantly access and review its effectiveness.

ER Marketing combines numerous core competencies to develop the ideal content marketing strategy for your business. Turning this aspect of its success over to the professionals allows you to concentrate more fully on growing your business. Contact ER Marketing today to learn more.

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Dos and Don’ts of Content Marketing

1 Jun

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Content marketing is an important element in an overarching marketing strategy. And according to statistics by the Content Marketing Institute, you aren’t alone in your efforts if you employ it as a tactic; about 90 percent of small businesses and B2B companies do. However, as the Content Marketing Institute also notes, only six percent of B2B marketers rate their organization’s efforts as being “very effective.” Bridging the gap between effort and results means taking a hard look at your content marketing strategy to make sure you’re doing what you can to make it effective.

DO: Have a Strategy

Just like any other business action, your content marketing efforts need a definitive strategy. Even if you aren’t sure what your strategy should be, you should at least have something. As strange as it might seem, even a bad strategy is better than nothing at all. At least it gives you a benchmark from which to measure success and failure. You can also use a bad strategy to build a better one by tweaking the parts that aren’t performing as expected.

DO: Fund Content Marketing

Even the most iron-clad and proven content marketing strategy isn’t going to work as effectively as you’d hope if it isn’t funded well. Just like other efforts within your business, the more money you earmark for content marketing, the better the results you can expect. As the Content Marketing Institute points out, the most effective B2B content marketers spend more than twice as much on content marketing as those that are least effective – 39 percent and 16 percent respectively. Fortunately, more than 50 percent note that they plan to increase spending on their content marketing budget over the next 12 months.

DON’T: Put Content Up Without Thinking it Through

Yes, content marketing involves producing lots of content, but it shouldn’t be just any old content. Your content should be very engaging and targeted to the audience that you are appealing to. It needs to be informative and well written. It needs to leave the reader with valuable knowledge that is in-depth and encourages them to reach out to you for more information.

DON’T: Forget to Develop Buyer Personas

Buyer personas are an effective way to put a human twist to your content marketing. By developing a generic “person” who represents the behaviors, concerns, needs and choices of your ideal customer, your content marketing strategy will be sharper and more focused.

ER Marketing handles all aspects of a successful marketing strategy by crafting one that meets your unique needs. We’d love to show you how we can help you! Contact us today!

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Demand Generation Tips for 2017

27 Oct

work tools

Most of our clients are in the midst or near completion of their 2017 marketing planning. An important element we’re discussing with them is their demand generation strategy.

Demand generation is a catch-all term that refers to the marketing elements your business employs to boost audience awareness and interest in what you offer.

As you consider your company’s demand generation toolbox, keep these online elements and tips in mind.

1. User-generated content

Most people spend at least a few minutes a day on social media. Facebook is the largest social platform with an average of 1.13 billion active users in June 2016.

Remember, when users share their experience with your company or how your product provided a viable solution to a sticky problem, their social media connections – as well as others who can see their content – are paying attention.

2. Audience engagement tools

Today’s customers don’t want to stand idly by while being lectured about the merits of your products and services. They want to engage and be part of the action.

Draw your customers in and keep them coming back with interactive content. Try infographics, quizzes, polls, videos, calculators and more.

3. Easy reading

Break content into bite-size chunks that can be easily read – and shared – in a short time. Use a story-telling narrative, as well as bullets and sub-heads, so info is skim-able, and web- and mobile-friendly.

4. Maximize budget

According to Hubspot, budgets for content marketing will continue to increase in 2017. Knowing how to effectively use resources is key to boosting demand and elevating your business.

Take the guesswork out of demand generation. Let’s talk about how we can work together to develop the tools your business needs to lead and achieve your marketing goals.

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