Smart Marketing Blog

Social Media: Real-world Examples that Dispel the Myths

Many technical B2B business leaders believe social media is not relevant in the technical and engineering space. Other engineering and technical companies just don't understand where to start or how to measure success in social media marketing. 

Where Does Inbound Fit in Your Marketing Plan?

Gone are the days where trade shows and print ads were the main ingredient in a B2B marketing plan. Today, successful technical and engineering companies use inbound marketing to reach new prospects and nurture leads through the buyer's journey.

The Key to Powerful Content: A Strong Brand

We hear the success of content marketing strategies: speaking directly to a target audience, web traffic, lead generation. We want those results and we want them now, so we jump to developing content – webpages, white papers and presentation slides – often skipping the backbone of that content: a strong brand identity.

7 Best Practices for Using Imagery on Your Website

The biggest web challenge today is designing for a dwindling human attention span. Thanks to smart phones, the average human attention span has dropped from 12 seconds to 8 seconds from 2000 to 2015 -- according to a study by Microsoft. The effective use of graphics on your website can immediately grab users attention, communicate to your audience what you stand for, and present your company’s personality. In addition, imagery SEO (search engine optimization) done right can boost your search engine rank and actually attract new organic visits to your website.

TREW Doubles Client Lead Growth with Inbound Marketing

HubSpot recently named our firm a HubSpot Platinum Agency Partner for its success with inbound marketing. Our focus is marketing to engineers and helping tech clients with branding, website design, content marketing, and pipeline management using the HubSpot platform and inbound marketing to grow leads.

6 Reasons Outsourcing Your Marketing is A Great Idea

Why should you consider outsourcing your marketing? There are many good reasons but most of them come down to dollars and expertise. Unlike sales, marketing is an expense -- not a money-maker. The sales team is usually the last department to be cut. Having too many marketers can potentially drain your profits, but too few can lead to an overworked team. At times you may need outside opinions because you are too close to the situation, which can lead to tunnel vision. If you feel adding more staff will make your company unbalanced or you just need some clarity from an expert, it is probably time to consider outsourcing your marketing.

4 Brand Differentiating Questions to Ask

Brand positioning and messaging is a critical component to your business because it tells your buyers who you are and why you're different. The positioning process and the way it hones and defines your company's brand, tone, and differentiators help align executives and stakeholders and often later dictate decisions as broad as website hierarchy and overall content strategy.

What is a Lead Conversion Funnel?

To understand what a lead conversion funnel is, you should know what a regular ol’ funnel is. According to “The Google”… So for our purposes, a Lead Conversion Funnel at the most basic level is a visualization of how prospects or leads interact with your company from an unknown website visitor to a new, first-time customer. The only difference with a Lead Conversion Funnel and your run of the mill kitchen funnel is that 100% of the contents poured in do not come out as customers.  This is where the conversion portion comes into play. There are imaginary holes in your funnel where leads leak out for various reasons, including disqualification, lack of interest, unsubscribes etc. In order to predict this loss with a reasonable amount of certainty, you use conversion rates to calculate the various lead stages. Each company’s conversion rates will vary but typically are fairly consistent from industry to industry.

Is It Time to Go Deeper with Your Buyer Personas?

Buyer personas are a critical foundational element of a sound marketing program. Getting agreement among leadership, sales and marketing about your company’s buyer(s) enables you to ensure every dollar and hour spent designing your website, creating and marketing content, or developing your trade show message delivers the exact kind of leads you need to drive growth. In lieu of defined personas, your efforts are less targeted and thus, less effective. Fortunately, with so much data available today about the buyer journey moving online, and the control shifting away from marketers and into the hands of your customers, many are leading the change to ensure their teams have their personas defined. In fact, in a survey of attendees to this year’s Industrial Manufacturing Workshop at Content Marketing World that I’m teaching along with Douglass Burdett of The Marketing Book Podcast, over half (56%) say they have defined personas at their company. That’s up 16% from last year.

5 Ways to Optimize Your Landing Pages for Technical Audiences

Landing pages are the gateways to getting new contacts and leads from your website. You should be strategic and thoughtful when creating your landing pages because you want to drive conversions. So how do you optimize your landing pages to increase your conversion rates? There's many ways to do this--such as removing page navigation so users can't click away from your content offers. To help you out, we've pulled from our research on engineers to give you advice for crafting appealing landing pages for technical audiences.