Smart Marketing Blog

Seven Characteristics of a Great Spokesperson

This post originally ran in 2014 and has been updated. This week, TREW Marketing is on the road, conducting a press tour with a client who recently introduced a new product. As we prepped, we were reminded of the factors behind a successful technical press meeting, and one of the most important: a great spokesperson. During a press meeting, your technical spokesperson becomes the voice of your company as he or she shares with the press a story and message that will be written and later read by your target audience. While often the person is an expert on the product or technology, they are less often comfortable or experienced telling that story to an external media audience. However, the strength of your spokesperson makes a significant difference in how your company is covered by the press, and in some instances, whether it’s covered at all. So, if you, or someone you know, may be called on to serve as a technical spokesperson for your company, here are seven traits that can transform a technical expert into a great spokesperson.

Brand Positioning: Questions to Ask

Simply put, brand positioning is the process of getting your target audience to know your brand and associate it with specific characteristics and attributes. One of the first steps to brand positioning is to create a company positioning statement that describes what you do, who you do it for, and what differentiates you from others in the market.

Book Review: Get a Grip

I love reading business books. I’ve always loved to learn, and after college, reading books has been a valuable source of ongoing learning. From time to time, a book will really strike me as especially valuable – maybe because the topic is especially interesting to me, like my review of Simon Sinek’s book, Leaders Eat Last or the timing is right for me to learn about a subject. Or maybe it’s the author’s ability to present a topic in a simple and meaningful way that resonates. 

Domain Authority: What It Is, Why You Should Care, and How to Improve It

One of the foundational marketing projects TREW recommends to our engineering clients before ever writing a piece of content or website code is SEO strategy development and keyword analysis. With an inbound approach to marketing we typically want to see your organic traffic comprising of at least 50% of your overall site visits followed by direct (brand awareness) and referral (earned inbound links) traffic. Because of this, your content plan and web pages should be informed by your best-bet keywords.

Staying Organized in Your Marketing Automation System

This post originally ran in March 2016 and has been updated. I realize that this isn’t the most exciting topic out there. Actually, it’s probably one of the least exciting things you can discuss (unless you’re one of those people who likes this kind of thing). Unfortunately, keeping house in your marketing automation (MA) system is a necessary evil. Without an effective way of organizing your content and data, you risk not being able to find what you need when you need it.  Of course, it’s easiest to implement an organization system when you first move to an MA platform, but it’s not impossible to do if you’re already established – it just takes more time to retroactively organize everything. Below are five of the most important things you can do to keep your system organized.

Webcast Recap: Help! My Pipeline Sucks!

In our latest webinar, Dave Brock, author of the Sales Manager Survival Guide and CEO of Partners in Excellence sales consultancy and Wendy Covey, COO for TREW Marketing, discuss the roles of sales and marketing in regard to maintaining a healthy pipeline. You can download the recorded webinar right here.

I Launched My Website, Now What?

Data-Driven Web Design and 7 Key Metrics You Should Track You’ve spent months redesigning your website and it’s finally live. While it may be tempting to just launch it and leave it on autopilot and return to your regular marketing routine, the real ROI comes from your ability to make your website work for you over the long term. If your website is the valuable, 24-hour-a-day employee in your marketing organization, you can’t just let it perform on autopilot.

Upcoming In-Person Workshop in Dallas

April 4 update: This post originally mentioned an additional workshop in Houston, but it has since been cancelled. We've updated this post accordingly. We're holding an in-person workshop in Dallas on April 20-21. In this one-and-a-half day workshop led by Rebecca Geier, she'll guide you through TREW's proven Smart Marketing approach and the key stages of developing both your marketing and content plans. You will leave with draft plans in-hand, including targeted objectives and success measures to prove return on investment. The agenda is as follows:

New Report: Preliminary Data from Smart Marketing for Engineers 2017 Europe Study

In early 2017, TREW Marketing and Elektor International Media sought to learn from engineers and scientists in the UK and Europe about their content, online search, and buying preferences in industries such as manufacturing, consumer electronics, aerospace/defense, and automotive. Preliminary findings from the survey include:

Avoid These 3 Website Navigation Fails

When companies redesign websites, they often overlook or incorrectly implement a few website navigational elements. Because they are often overlooked or undervalued, we include the following site navigation fails and corresponding best practices during the website strategy meeting or as part of the design review process.