Participating in events is a shrewd way to promote your business. Here’s how to fully leverage your presence.
Despite the importance of digital marketing in today’s economy, sometimes the old ways are still best. Person-to-person marketing is often the most impactful method for spreading the word about your business. Participating in events or tradeshows is a great way to deploy this type of outreach. Here are a few tips for making the most out of these opportunities – before, during and after the event!
Before the Event
While participating in events is about person-to-person marketing, digital marketing still has an important role to play. Let’s be honest, if you don’t let people know your business will be at an event, people won’t seek you out and you won’t get a chance to have the type of conversations that can drive eventual business gains.
Start promoting your attendance at an event well in advance. First, determine your goals, audience, messages, channels and budget. Then, structure these items around a realistic timeline. Next, establish some effective strategies and tactics to get your message out, such as:
- Creating a social media campaign communicating where you’ll be located at the event site and a value proposition for why attendees should visit your booth.
- Putting notices about the event in your newsletter.
- Establishing an email marketing campaign.
- Connecting with the hosting organization behind the event to inquire about joint-promotional efforts or opportunities.
- Writing related content like a blog entry.
As with any other marketing plan, you’ll want to ensure that you also attach evaluation metrics to the campaign to gauge your efforts. It’s difficult to over-emphasize how important this step is. Without metrics, you will be unable to make real-time adjustments to your marketing efforts or fully assess your ROI.
During the Event
One of the most important things to remember is that your marketing efforts don’t end once the event begins. When you’re on-site, you will have three new marketing priorities:
- Continue to attract people to your booth
- Leverage news from the event
- Build prospects
Just because the event has started doesn’t mean you should stop building out and disseminating event-related content. Continue to use social media, blogs or emails to promote your participation in the event and to discuss its highlights to position yourself as a thought leader. Doing this will serve two purposes. In the short term, it will remind people to visit your booth while the event is going on. In the long term, it will enhance your firm’s standing for those who couldn’t attend but may be following via digital channels.
Once you have people paying attention to your presence at an event, however, there are other steps to take. Ensure your business is represented in a way that is professional and unified by creating a fully branded booth with consistent colors, logos and lettering. Including an interactive element is a great way to deepen the impact of your booth and your overall presence at the event. A photo backdrop is just one example of something you could do. Event attendees will be naturally drawn to your booth to commemorate their experience and may even share their photos on social – further extending your reach.
If you pull all of this off, you can effectively grow your business’s brand awareness. Best of all, if people have a positive experience visiting your booth, they will be more inclined to engage with you and share their contact details.
After the Event
Once an event has come and gone, it can be tempting to rest on your laurels; but you can’t stop just yet. After you’ve put away your booth and left the venue, you still need to do something with the contact information you’ve gained. All the business cards you’ve collected or email addresses you’ve compiled need to be sorted and organized.
The next step is to follow up with your new prospects. But before you start emailing contacts or calling them over the phone, just think for a moment. Is that the right approach? Where do people actually spend most of their time these days? Where do they feel the most comfortable interacting with acquaintances? Social media, that’s where! Seek them out on LinkedIn first and build authentic connections before you start marketing to them more directly. People are much more inclined to buy from you if they have a strong sense of who you are and what you can do for them.
Events require a lot of work, even if you are merely a participant and especially if you look at them as a golden opportunity to promote your business. But by adhering to best practices and solid marketing principles, you can fully leverage the unique platform offered by the event environment.
Before you can wow with your email copy, you must first hook your audience.
Email marketing can be hit or miss. While you can labor over your copy and toil over accompanying graphics, ultimately your message may still go unread. We’re all inundated with email these days. How can you best position your campaigns to break through the noise? Although sometimes treated as an afterthought, your email’s subject line is actually one of the most important tools you have for boosting open percentages and increasing your CTRs (click through rates). Let’s look at some of the ways you can optimize your subject lines to make your email campaigns more widely read and impactful.
Keep it Simple
It’s easy to overthink subject lines. Although it’s good to take a strategic approach, always remember simplicity. Generally, subject lines should be short and should not mislead or overpromise anything about your email’s contents. The consequences of not doing this can be dire, as you can annoy your audience or even alienate them from future campaigns.
Research and Wordsmithing
Because subject lines should be short, each word you select matters a great deal. You don’t want to leave anything to chance here, which means you’re going to need to do some keyword research. Whenever you write a subject line, use words that are relevant and align with your audience’s needs and intent. There are many different tools out there — both free and paid — to help marketers choose the right words. Find the one that will work for your organization and use it to look closely at several metrics, specifically search volume and search intent.
As the world has gone digital-first over the past couple of decades, it has become ever easier to create and disseminate marketing campaigns. Yet while these changes have brought about an unprecedented level of convenience and productivity, personalization and human connection in marketing has become increasingly difficult. Still, there are ways you can add personalization and warmth to your subject lines:
- You can insert your recipients’ names into the subject line.
- You can refer to other types of personal information – such as the cities in which your recipients live.
- Flip the focus of your personalization efforts back on yourself by personalizing your sender address.
Emojis and Numbers
Sometimes words, however pretty they may be, are simply not enough. To command your readers’ finite attention, you may also want to consider using emojis or numbers to break up text. This does carry a bit of a risk, however, as emojis may be considered inappropriate with certain audiences. That said, if you are writing a fun or celebratory-type email, leveraging emojis can enhance the impact of your email and encourage more people to open it.
Numbers function differently. If you can naturally weave figures like percentages into your subject lines, you may attract more people to open your emails. Numbers simply stand out more than additional text, and for many audience members, they may help them more quickly understand your email’s contents. Beware, however, of overloading your subject lines with numbers – as this can come off as “spammy.” And never include a misleading figure. Your audience will not appreciate the deceit, and you will appear untrustworthy and unprofessional as a result.
Follow the Tried-and-True
There are several tried-and-true marketing methods that you can build your email subject lines around, which, when paired with some of the other tactics here, can be especially powerful.
- Scarcity: Few things motivate human beings more than the fear of missing out. By framing your email as containing something like a limited-time offer, you speak directly to that primal fear and can give your recipients the push they need to open your email and engage with your content.
- Curiosity: Similarly, you can treat your subject line as a sort of teaser for the email’s contents. Give just enough information to spark interest with your target audience but allude that the truly valuable information lies within the message’s body copy.
- Timeliness: Finally, there is always timeliness. By conveying that your email contents are time-sensitive, recipients are less likely to ignore it or tell themselves that they will circle back around later.
Toward More Effective Email Marketing
Raising brand awareness and forming valuable customer connections isn’t easy. In a competitive environment, businesses need to ensure they are maximizing the value of all their marketing methods and strategies. As we’ve written before, email marketing is still a viable, low-cost way to promote your products and services. But to gain positive ROI, its essential to optimize every aspect of your messaging. And that includes taking a hard look at your subject lines and doing everything you can to make them memorable.
Email campaigns are not dead. Here are some best practices to make the biggest impact.
Since email was invented in the 1970s, tremendous change has occurred in the marketing world. Despite this, the tried-but-true email campaign remains a rock-solid tool to get your message out, spark awareness for your services and grow your customers and prospects. Here are some best practices for putting together an email campaign that will “wow” your audience.
Before you start writing, you first need to dig into the quality and integrity of your list by asking yourself a simple question: Did you organically compile your contacts, or did you purchase a list?
Purchasing a list is rarely smart. For one thing, you cannot assess the validity of the contacts until you send your first campaign. Plus, the CAN-SPAM Act of 2003 includes numerous rules for how companies can or cannot market via email. Violating the CAN-SPAM act can result in serious consequences, so you want to be sure you’re compliant.
Subject Lines are Crucial
In a previous blog post, we mentioned that email subject lines are incredibly important. Remember to keep them short, with concise language. Do not use excessive capitals or unnecessary punctuation.
There are a variety of other techniques to build a great subject line around, including urgency, timeliness or special offers. It also never hurts to personalize them by tucking the recipient’s name or other personal information into the text of the subject line.
Prime the Pump
The average person is now exposed to somewhere between 4,000-10,000 ads in any given 24-hour period.[i] Because of this, people are much less likely to respond to a cold email from a business that they do not know.
To overcome this challenge, make your email campaigns part of a larger strategy. Market only to people you know or, at the very least, people who have explicitly agreed to give you their contact information.
You should also use other marketing channels like social media to raise your prospects’ awareness of your brand. Even better, conduct personal outreach! If you have a list of contacts, reach out and connect with them on LinkedIn before sending an email. Do whatever you can to ensure that when your email shows up in their inbox, they are going to be intrigued and excited rather than annoyed and apathetic.
Remember the Buyer’s Journey
A best practice with any marketing campaign, email or not, is to meet people where they are. Not everyone is always in the buying mindset. Instead, prospects need to be guided through the “buyer’s journey,” a multi-step process where people move from being aware that they have a problem, to considering potential solutions, to finally making a purchasing decision.
On a practical level, that means that your initial email should be conversational and helpful, sharing thought leadership or helpful advice that is not related directly to your business. After that, you can gradually transition into discussing your offer, always reinforcing how it will help solve your prospects’ problems.
To prepare for this type of outreach, make sure you have collateral that you can attach to your emails. For example, if you are raising awareness for your agency, you could include a thought leadership piece about the benefits of title insurance, before transitioning to something like a brochure that lists your services in the second or third email. Keep trickling information out and always include a strong call to action encouraging people to get in touch and talk further.
As you might suspect, there are a variety of best practices you’ll want to implement when preparing your email marketing campaigns. In addition to what we’ve discussed here, there are a lot of additional tips that can help you also improve the visual design of your emails. Try to incorporate as many best practices as you can. After that, you’ll be in a great place to capitalize on the power of email marketing and start converting mere recipients into reliable customers.
[i] How Many Advertisements Is a Person Exposed to a Day? (gradschools.com)
Develop more valuable connections to your prospects with a well-written and optimized newsletter.
Are you looking to ramp up the marketing of your small agency? If so, consider making an email newsletter part of your toolkit. It may be tempting, especially these days, to think that email is no longer effective. Guess again. According to recent data, email marketing has an average ROI of $42 for every dollar spent. 80 percent of professionals say email is an effective tool for customer acquisition and retention.[i] Get started with your newsletter marketing and start building sustainable demand by implementing the following best practices.
Subject Lines are Key
It is hard to overstate the importance of your email’s subject line, as prospects need to open your email before they can read it. The subject line is essentially your best opportunity to sell the reader on your email’s contents, so you need to make it count. Some main points to remember are to keep your subject lines short, convey the email’s main point or thesis, and avoid using characters like excessive exclamation points, which increase the possibility of your email getting stuck in a spam filter.
Emphasize Your Value Proposition
With any marketing strategy, it’s critical to make it primarily about the customer, not your business. The same idea holds true for your newsletter content. People will open and read your newsletter only if they understand there is something in it for them. Think about how you can deliver content that is exclusive, educational and actionable. For instance, your agency could put together a helpful video explaining how consumers can help keep their escrow funds safe from scammers and include it in your newsletter. You could even solicit participation from your audience, asking them to submit their own topics to be covered in a future newsletter.
Optimize for Readability
Having strong content is only one-half of the equation; you also need to ensure that your newsletter is laid out in an aesthetically pleasing way. Keep your sentences and paragraphs short. Use strong, active verbs. Whatever you do, do not neglect including images. Nothing will turn readers off quicker than encountering walls of text within the body of an email. Many email marketing platforms now include free graphics that you can easily insert into your newsletter, and several sites offer stock photography either for free or at a relatively low cost.
Stick to a Schedule
Amidst all the other responsibilities that come with running an agency, making sure that your newsletter goes out at roughly the same time can seem challenging. Yet it is important to prioritize consistency if you are going to maximize your readership. Sending your newsletter at the same time will make it feel more professional, and it will also help you stick out in your recipients’ crowded inboxes.
Toward More Meaningful Customer Relationships
The marketing landscape is growing ever more complicated, with marketers having access to a variety of different channels and technology. But sometimes tried-and-true methods remain the way to go. Despite being decades old, email is still a viable marketing method that belongs in your arsenal. And when executed correctly, an email newsletter can help you build more meaningful and valuable customer relationships.
[i]10 Email Marketing Statistics You Need to Know (Updated 2021) (constantcontact.com)
Recently, a lot of marketers have found themselves playing in a different sandbox than the one that they may have been used to in the past. The old sandbox consisted of a hybrid kind of marketing, one that relied on both digital and physical platforms. As our world continues to shift for the foreseeable future, more and more of that physical marketing becomes irrelevant and marketing teams find themselves competing in a digital landscape.
There are a lot of benefits to shifting focus to digital. While there are still costs involved in online marketing, they’re often less. However, it also means competing with literally everything else on the internet at any given time. What we present to our target audience has to be put forward in an interesting enough manner that their attention can be pulled from the thousands of other options calling for them at any given time. That’s a tall order!
Shifting your marketing behaviors can be a difficult pill to swallow, but remember that it doesn’t all have to happen overnight. It’s also important to remember that this might not be forever. Right now, we’re in a constant state of adapting. Here are some tips for taking the plunge into this new landscape.
Focus on Engagement
We’re not just talking clicks here. Right now, one of the best things you can do for your marketing is to keep yourself accessible. Schedule live chats or seminars, or even create an online forum. These things may not have been considered to be standard marketing in the past, but right now it’s all about getting that attention. Accessibility will go a long way to set you apart from the rest of the pack.
Keep Your E-Blasts Interesting
You know what’s exhausting? Endless mailers. You know what’s even worse? Endless cookie-cutter mailers. Cutting and pasting information into the same email format you’ve sent forever might be the easy route, but it’s not going to get you the engagement you want – especially not right now. Give your audience a reason to click on your newsletter! You can utilize anything from small giveaways to something as simple as a snappier intro. Make your readers feel like you’re making an effort to connect.
Avoid Platitudes and Watch Your Frequency
We’re all getting inundated with marketing from across industries telling us that everything’s going to be okay and that our best interests are being looked out for. You don’t need to be that person. No one wants to hear platitudes all day long. We’re far enough into our current global situation that we’ve all pretty much figured out what we need on an individual basis. Focus on what you’re bringing to the table, and don’t overwhelm your email list with correspondence.
If you find yourself constantly digging for information to include in your marketing or other digital correspondences, lower the frequency of your newsletter. The people you’re reaching will appreciate that a lot more than a halfhearted information aggregate.
Keep on your Toes
As things change, change with them. There’s no sense in wasting your money on ad space or physical marketing that isn’t working for you. The future’s more uncertain than it has been in several generations. While it can be hard to accomplish, do your best to just go with the flow. Keep with the digital marketing while it makes sense, but be prepared to incorporate the physical back into rotation if the marketing landscape calls for it.
Focus on What Works Best You can read all the advice columns out of Forbes you want, but no one knows better than you do about what you and your audience are looking for. Use the advice of the experts as a spring board, and then do your best to make something unique out of your marketing. Not only will this set you apart from the crowd, it will also give your audience more of a reason to engage.