Smart Marketing Blog

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.

Seven Characteristics of a Great Spokesperson

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.

5 Tips for a Tagline that Sticks

 Brainstorm notes on hotel bar napkins. Conversations that take you so far down tangents you’ve forgotten what your company does. You need something that’s memorable but not too off-the-wall, specific but not excluding, and exciting but accurate … Your tagline.

Improve Database Quality By Taking Out the Trash

Content is termed the “king” when it comes to marketing – but I am going to challenge that and say that data might be even more powerful. Without accurate data, your content will never reach its fullest potential. Leads are one of the most common metrics measured by marketing. But if you start to peel back the layers, the TRUE leads are likely to be a smaller percentage after you remove the “trash” that accumulates in your database.

How Does Your Audience of Engineers Feel About E-Newsletters?

Marketing to highly technical audiences can require some research into the best practices of what resonates with the audience. To create a dialogue about this, we recently conducted a survey with engineering professionals from all major regions of the world, helping to demonstrate how to best reach this target by understanding the ways they find, use, and engage with content.

How Do Engineers Search For Content Online?

Oftentimes, marketers targeting technical audiences grapple with how to best implement online and content marketing to attract skeptical engineers, scientists and technology professionals. To shed light on this, we recently partnered with ENGINEERING.com for a survey, Smart Marketing for EngineersTM: Content and Online Marketing. The survey of 580 engineering professionals reveals insightful findings about engineers’ preferences for online content marketing and channels such as the types of content engineers most value and trust, and where they look for that content online.

Lots of Qualified Leads, Now What

A recent customer conversation epitomized the power (and potential pitfall) of effective inbound marketing. One of the more marketing-savvy business owners I contacted said that he only reaches out to customers that “raise their hand.” This is certainly the ideal state - customers telling you they are interested in your products and services instead of the other way around. Besides, cold calling isn't fun and can be especially ineffective when your sales model requires highly technical engineers and scientists to sell sophisticated solutions to other highly technical engineers and scientists.

Social Media for Engineers: Best Practices

Social media is an easy and strategic method to promoting your content from blog posts to case studies.  However, to successfully create a social buzz, you must center social media to your target audience.  Catering social media posts to engineers is much different than promoting content targeted towards millennials.  This post will discuss the best practices for reaching engineers through social media and what platforms are most effective.

Growth-Driven Design vs. Traditional Web Design

A well-designed website is essential to online success. According to a recent HubSpot survey, 94% of respondents cited poor design as a reason they do not trust a website. On the flip side, an intuitive, well-designed website positively impacts how visitors view your company, it also improves lead conversion through easy-to-see calls to action driving conversions to your technical content. Before you decide how to redesign your website, let’s look at the current model of traditional website design and compare it to the new Growth-Driven Design approach. 

3 Inbound Marketing Proof Points

You may be tired of hearing us preach the importance of inbound marketing when it comes to reaching B2B technical audiences. Or maybe you think developing content and maintaining a website is too much work. Whether you doubt the inbound marketing methodology or believe it's too time-consuming to implement, here are some data points that may serve as a catalyst to spark your interest in implementing an inbound marketing approach for your business. 

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