Smart Marketing Blog

10 Keys to Success as a Technical Marketing Manager

To be a successful technical marketing manager, you need to understand how to apply marketing best practices in the context of a nuanced technical audience.  If you’ve hired a technical marketing manager, pass along this information to help your new staff member understand the breadth and depth of technical marketing. Or, if you’ve just been hired as a new technical marketing manager, congratulations! Here's a jumpstart to your job: research from hundreds of engineers that shows how they search for information and how they want to interact with marketing and sales. These 10 keys – which focus on brand, positioning, website plans, content marketing strategy, and awareness and loyalty campaigns – will strengthen the skills and knowledge you need to be a successful marketing manager in a technical, B2B company:

2018 Trend: AMP Up Your Web Speed

As the world becomes more mobile, speed is more important  to users when they come to your website. To ramp up page loading speed, accelerated mobile pages (AMP) are the latest solution to improve website speed and user experience. 

How to Build a Topic Cluster

Topic clusters are now king when it comes to search engine optimization. Building out topic clusters is a new SEO strategy that focuses on fully covering a topic and building relationships between keywords.

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.

WordPress vs. HubSpot: What's the Difference?

As the newest member to the TREW Crew, I’m also a new HubSpot user. My roots in website design and development began in WordPress more than seven years ago. I have advised companies and individuals to use WordPress as their content management system because of its popularity and the endless resources available. But after joining the TREW crew two months ago, I have been introduced to HubSpot's unique marketing platform, and my allegiance to WordPress is starting to dwindle. 

Calls-to-Action: The Secret to Online Leads

I remember getting the advice to add a call-to-action (CTA) on a website that wasn’t performing well. I thought, isn’t it obvious that I want visitors to contact our sales team? Can’t they see our telephone number in the menu, footer and on our contact page? Why should I add a button when it’s clear that web visitors should fill out a contact form?

B2B Website Checklist: 6 Steps to Generate Leads

Your website serves many roles in your organization, from your company storefront, to a customer support resource, to a recruiting center, to name a few. From a marketing standpoint, it is the hub of all your activities and the main vehicle for generating leads and creating your online branding experience. It has the unique ability to serve as both an outbound and inbound marketing tool; as a way to communicate your brand image to your audiences; and as a response mechanism for prospects that are interested in learning more about your company, products and services. You can think of your website as a valuable, 24-hour-a-day employee in your marketing organization. As such, it’s always on, always ready to communicate your brand value, and always focused on generating leads.  

TREW Client Wineman Technology Launches New Website

Dynamometers, servo-hydraulic and hardware-in-the-loop test systems are no mystery to Wineman Technology, whose engineers are experts in test system design and development. When it came time to build a website back in 2009, however, they knew that outside help was required and called upon TREW Marketing.

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.

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.