THE MARSDEN MARKETING BLOG

Spring Cleaning, Part 2 of 4: Social Media Maintenance

Posted by Christina Simms

Tue, Apr 18, 2017 @ 09:58 AM

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The deep clean continues! In part one of the Spring Cleaning series, we focused on the regular maintenance of websites. Part two takes a look at another popular promotional tool: social media. 

When other initiatives are competing for your time and attention, it can be easy to take a “set it and forget it” approach to your business's social media accounts. Marketing spring cleaning is the perfect time to take a step back and see what’s working in your B2B social media plan or what needs a refresh.

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Spring Cleaning, Part 1 of 4: Updating Website Content and SEO

Posted by Will Walker

Tue, Apr 11, 2017 @ 10:39 AM

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It's that time of year — time to dust off the cobwebs of your marketing program and give it an old-fashioned spring cleaning. This is the start of a four-part series, "Spring Cleaning." In this series, we'll explore the common aspects of a B2B demand generation plan, as well as the steps you can take to tidy-up and streamline plan strategy. 

First up, the all-important website. Websites provide major curb appeal for businesses and are a primary tool for generating leads. Our first video details the annual updates you should schedule and tips for DIY upgrades to increase the impact of website marketing activities.

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Taking the Guesswork Out of Designing for Emails

Posted by Brian Bicknell

Tue, Apr 04, 2017 @ 03:27 PM

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CRASH! Carefully designed emails tend to break into pieces when you send them out to different email clients, like Outlook or Gmail. That might not be your fault.

As you may have heard, different email clients render the CSS of emails differently. Guess what – there are a lot of email clients, and they all render in slightly differnet ways (there are more versions of Outlook than I can shake a stick at). 

The good news is handy cheat sheets are out on the webs to take the guess work out of designing emails. These resources detail which CSS properties work on which clients. Check out this handy table over at MailChimp (thanks, guys!). 

These can be a bit overwhelming and obtuse for lay users, so I’ve outlined what you need to know about common issues when designing highly effective emails for different email clients.

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Pay for Play: Where PR and Marketing Join Forces for Good

Posted by Stephanie Zercher

Tue, Mar 28, 2017 @ 10:21 AM

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Pay for play: Not such dirty words any longer. In a time with fewer journalists and a need for content driven by the digital world, the lines between traditional PR (in which you earned coverage by pitching your company’s story to reporters) and marketing (in which you generally pay to reach your audience) hasn’t just blurred. It’s been erased and replaced by a new paradigm – a hybrid that calls on PR’s ability to shape content for paid opportunities that often look a lot like what a journalist would typically produce. 

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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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Data Vs. Intuition: When to Use Data and When to Go with Your Gut

Posted by Carla Niknejad

Tue, Feb 28, 2017 @ 10:00 AM

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Digital information has taken over the marketing landscape. 

Marketers used to be valued largely for their creativity and intuition. After good market research, experience and speed drove a successful campaign. However, through the years, marketing has gone through some changes and the way we develop and implement strategy has evolved.


Today, we have masses of data on our side. We can easily track analytics through more effective tools. Every action can be quantified and recorded. Because of this, we’re being held to even higher standards to show a tangible ROI and justify our budgets.

Trusting your gut simply doesn’t cut it like it used to. Why? Trusting your gut isn’t quantifiable.

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Emails that engage & convert: An experiment

Posted by Will Walker

Tue, Feb 21, 2017 @ 10:00 AM

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When was the last time you dove head first into an experiment? If you’re like me, you haven’t seen much science action since a third-grade volcano project. However, experiments are essential to the development of knowledge. Where would our world be if Pavlov hadn’t taught us about the ability to condition dogs to salivate (although my Great Pyrenees drools without human intervention). To get myself back into the experiment game, I decided to test the foundation of B2B digital marketing: email.

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Relationship Advice: Saying “I Do” to Your Marketing Agency

Posted by Jeffrey Willis

Tue, Feb 14, 2017 @ 10:00 AM

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"Marriage is a wonderful institution, but who wants to live in an institution?" — Groucho Marx
You court each other. You pitch a little woo. We all know first comes love, then comes marriage … then comes your marketing agency proposing a branding campaign that you don’t want anything to do with. Like sands through an hourglass, these are the agencies of your demise.

Signing the agreement and locking in your marketing plan can often feel like a marriage, bringing two parties together for better or worse.

So how do you avoid the worse and keep things better? By creating a strong foundation in these five areas, you can create a relationship that is happily ever after.

Trust
You’ve been through stuff. You’ve got baggage. However, that doesn’t mean you can’t open yourself up to another agency to market once again.

Trust should be cultivated in the early stages of the relationship. You’ve played the field and found the one. So how do you build trust with your agency?

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