Smart Marketing Blog

Erin (Gleeson) Moore

Inbound Marketing Account Manager
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Recent Posts

3 Reasons Why A SMB Doesn't Need a Custom Website

As the inbound marketing account manager at TREW Marketing, I work with a lot of engineering companies to strategize, build and grow their new websites. Any time a company comes to TREW for a website redesign, we start with strategy to thoroughly outline who the site is targeted to, the content that will best suit those audiences, and the general hierarchy and design of a site. We also talk through the web platform a site will be built on and whether the site will be templated or custom. Clients don’t always have a content management system preference, but the custom vs. templated question usually elicits a couple common responses. Below, I’ll cover the top reasons why clients think they need custom sites- and why they probably don’t.

B2B Email Marketing Best Practices for the New Decade

Last week, we kicked off our blog series covering email for B2B technical companies with an overview of email marketing and why it is still a viable and valuable marketing tactic. Today, we’re looking at the best practices of B2B email marketing. (Miss post one of the series? Read it here: Is B2B Email Dead?)

Case Study vs. White Paper: What’s the Difference?

Creating high quality, helpful content at a regular cadence is key to generating inbound leads for your technical business. Case studies and white papers are two of the most powerful and sought-after types of content by engineers, and both can help you generate technical leads for your business. But how do you decide on a white paper versus a case study, and what’s the difference?

Staying Organized in Your Marketing Platform

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). But keeping house in your marketing platform 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. 

Don’t Break the (Internet Privacy) Law

If you’ve worked in marketing for any time, you’re aware that there are laws in your state/country regulating the use of citizens’ data and protecting citizens’ privacy. What you might not be aware of though is the specifics of these laws, or that some laws transcend state and country boundaries.

Microsites: Effective Marketing or Bad Idea?

This blog was updated and re-published July 2019. As Google’s search algorithm has evolved to emphasize trusted, well-established domains and unique content, the debate is heating up on the marketing value of microsites. Some experts believe that creating a microsite is never a good idea, diluting the brand and hurting coveted search results, while others think they still have a place in a targeted, strategic marketing campaign.

6 Steps to Strategic LinkedIn Advertising

If you’ve visited LinkedIn in the last month, you’re far from alone. More than 260 million people around the world visit the social platform at least monthly, and engineers in particular find LinkedIn to be a valuable source of information. TREW’s 2019 research shows 61 percent of engineers globally believe LinkedIn to be somewhat or very valuable when seeking information on the latest engineering technologies, industry trends and products or services.

6 Crucial Steps in Preparing for a Web Redesign

Google’s algorithms, people’s search behavior, technology and web trends change rapidly- is your website keeping up? Without making routine, data-driven-design changes, and fully redesigning your site every few years, it’s easy to get left behind. Since your website is a crucial, 24/7 representation of your business, you want to be sure it accurately portrays and efficiently serves your business day in and out. To do this, you need to start any web redesign process by firming up your marketing foundation. Doing so will give you a clear strategy moving into the redesign, guiding content, structural and design decisions.

How-to Keep Your Gated Content Out of Search Engines

A few weeks ago, we covered whether or not to gate your high-value content, including what types of content you should be gating with a form. Gating a content resource involves setting up a landing page with a form that a contact must complete in order to access the resource. We’ve discussed the optimal number of form fields in the past (between 3 and 5 fields), along with the form fields engineers are most likely to complete according to research. Today, we’re going to talk about an oft-overlooked but critical step in publishing gated content: blocking robots from crawling and indexing that gated content piece.   

Improve Your Sales Pipeline: 7 Steps to Email Nurturing

You’ve crafted buyer personas, developed content topic clusters and created optimized content for your target audience. You’re ranking well in search and generating more visits and leads than ever, but you’re not seeing an increase in business. What do you do next?

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