online marketing

eBooks: Why You Need Them as Part of Your Content Marketing Efforts

By creating and distributing valuable, relevant, and consistent content, marketers aim to attract and acquire a clearly defined audience. The major goal is to convert this traffic into profitable customer action.

Of course, the keyword here is “valuable”. It’s what distinguishes content marketing from other forms of advertising. Instead of simply pitching products or services, it becomes necessary to provide truly reliable, relevant, and useful content to potential and current customers, helping them solve their problems or answer their own questions.

Speakers Market Beyond the Event Itself

As a professional you need to be able to see the value in your event speakers beyond the session itself. Quite obviously, speakers play one of the most important roles in the success of your event. You may wish to harness their infinite charisma in order to market your event more effectively. When they're on the stage, speakers are the living embodiment of the event itself. They engage with the audience and share their passion for the topic at hand. They keep people entertained for an hour or so, hoping to stay in the audience's mind for long after the event is over. Additionally, they have full control over their content - an enormous responsibility, all things considered. Surely, their responsibilities could (and should) extend a little further.

Turn your Speakers into Marketing Machines

Event organisers often make the mistake of shouldering the burden of marketing all on their own. The fact of the matter is that your speakers should be generating buzz about your event. After all, their success depends on the success of the whole shindig too.

If your goal is to have your speakers market the event from day one, you need to be completely honest with them. If they want the gig, they need to uphold all of the responsibilities laid out for them. Tell them that they need to raise awareness. Get them in touch with your marketing team so that all of your efforts are synchronised.

Your speakers should be doing exactly the same things you are to promote your event. Posting on social media, blogging, and reaching out to influencers are three vital steps in generating buzz.

Stay Updated on Important News and Trends

Research is incredibly important leading up to your event. While your event may be set up and ready to go, you need to keep track of your audience and attendees in the months and weeks before the date. Your speakers will find a wealth of information that will enable them to reach out on social media and connect with the people that matter.

 

 

Online Marketing for Events: Tips for Event Profs

Many event professionals hit a roadblock when it comes to online marketing. Of course, with a few handy tips and tricks you needn't feel like online marketing is such a huge challenge. With your event planned perfectly, including fantastic speakers and tantalising catering, the only obstacle you really face is getting the required attention. Essentially, online marketing is a gift rather than a burden. It truly does make your life that much easier...if you know how to use it.

Be Smart - Get Other People to Do your Marketing for You

Perhaps the best thing about online marketing is the fact that you can, without too much effort, get other people to do your marketing for you.

Contests are a great way to generate buzz about your event. Consider launching a competition where entrants can win tickets to the event by sharing the news. You would be surprised at how far information will reach when there's a prize to be had.

Influencer marketing is another fantastic way to generate interest in your event. It can sometimes be difficult to connect with the right influencers due to the fact that they're usually bogged down with hundreds of requests. Try to get noticed by the right kind of influencers by doing some noticeable legwork. Reach out to them by sending personalised requests instead of flooding them with generic posts that are clearly targeted at a large group.

Offering referral discounts is another fantastic way to generate buzz. Send a message to your attendees letting them know that they will be able to receive a partial refund on their ticket purchase should they refer a friend (or two).

Use Social Media Wisely - It's One of Your Biggest Assets

The most important thing to remember about social media is that it is in a constant state of growth. While Facebook and Twitter may have once have been the only bigwigs worth considering, other social media platforms have now joined their ranks. Spend a little time doing research on what's trending online, and use that knowledge to your advantage.

Create an air of exclusivity by creating a closed Facebook group for VIP guests. There will always be those people who crave exclusivity and "special treatment" - this could be a great way to get them to mention your event on social media in a completely positive light.

If you're going to invest in social media, you may wish to consider creating an awe-inspiring video. At the moment, video content is the biggest trend. Audiences crave entertainment in the form of a teaser. They want to feel as though they have something absolutely magnificent to look forward to.

Online vs Offline Marketing... It's a Balancing Act, Not A Choice

The focus of the modern marketing environment has become increasingly online-based, with all types of campaigns running simultaneously via multiple channels – unfortunately leading to the inevitable neglect of an ‘old faithful’ marketing style. Offline marketing has big potential to be coupled with online marketing strategies in order to produce a holistic corporate presence that transcends an urgent dependence on the Internet. Unifying your Marketing Strategy is your Best Chance for Survival

In 2013, Andy Lombard posted an article on MarketingLand.com that is even more pertinent today than it was then. Lombard pointed out a major problem facing companies that adopt separate strategies for online and offline campaigns, often run by completely different departments; “Those silos only exist inside marketing departments. The customer’s mind perceives one continuous brand.” The key challenge here is the need to retain the customer’s attention, despite the fact that modern consumers experience multiple marketing channels within moments of each other.

Real-World Events Offer an Opportunity to Make a Lasting Impression

There are multiple combinations that can be explored to find the right balance between online and offline presence for individual businesses, however there are a few tips that remain universal. The best advice in the current climate is to combine online and offline marketing strategies into a unified message. Manobyte.com highlights the importance of real-world, offline events, which can be promoted online via social media or other such marketing channels. It’s also important to bring examples of your real-world customer interactions back to the online environment, to build interest in your offline events once again. The nature of this approach is reasonably cyclic, with one aspect feeding into another. The beauty of offline events is that they are a great content creation opportunity, building public interest on a level clients and potential clients can relate to.

Stop Hiding Behind Automation and Get Personal

Another great notion by Manobyte.com is to remove those impersonal automated email responses, and take the time to respond physically to enquiries, which can then be summarised in a follow-up email. The rapid shift to the online world seems to have left a somewhat bitter aftertaste in the mouths of customers, who are beginning to yearn for a more personalized customer service experience.  Another key example of including an offline touch in an online sale comes from eyewear retailer Warby Parker (Tintup.com), who pioneered the tactic of posting a number of frames for their potential customers to try on at home, to ensure proper fit and comfort. This made all the difference for the company who are now valued at approximately $1.2 billion.

Become Dependable on Multiple Channels

The concept works the other way around as well, as pointed out by Socialnomics.net who say, "Your websites should carry social media buttons, so that people are encouraged to share, implant, tweet, and email to help your website gain social traction.” The idea is to gain as much real estate within the customer’s circles as possible, retaining prominence in their mind and growing in influence. A high social media presence can be combined with offline reliability to create a sense of trust in your brand, in turn building customer loyalty. Over time, customer-relationships can be deepened as they learn that your company is dependable via any channel, whether online, or in the real world.

The Power of SEO Article Writing

With roughly 75% of the Internet's "window shoppers" using search engine keywords to source products, it would be a dire mistake to pass up the opportunity to take a slice of the “profit pie”. SEO article writing is the best way to drive traffic to websites, and convert that traffic into purchases. A survey by Forrester Research shows that that 60% of marketers around the globe are increasing their online marketing budgets rather than investing in more traditional forms of advertising. Regular print advertising is vastly more expensive and unsurprisingly ineffective in the fact of targeted SEO-optimized content.

SEO article writing demonstrates a certain trustworthiness that consumers are looking for. Creating informative content allows companies to show that they are knowledgeable; they have a certain amount of authority in their industry. Clever use of SEO optimized content allows companies to expand their collection of high ranking keywords, pulling even more users to their websites. This careful balance of high ranking keywords simultaneously improves the quality of the site and makes it easier for search engines to find.

Perhaps the cleverest aspect of SEO marketing is the fact that the client finds the product in question by actively looking for it. Psychologically, there is an element of the “hunt” to the process. Consumers need to believe that they have led themselves to the product, rather than being accosted by random print ads that are completely uninteresting to them.