One Day At The Marketing Show North And Keynotes

Marketing Show North is the UK’s largest digital marketing event north of London. Digital marketing professionals flock to the annual expo, eager to meet like-minded marketing professionals and discuss all things creative, sales, customer engagement, and more. This week saw the fourth incarnation of the annual two-day event, which this year played host to 120 exhibitors each offering practical advice and guidance based on the success of recent campaigns.

The promoters have worked hard to create a diverse platform for the delivery of teaching and learning resources. Marketing experts take the opportunity to share their knowledge and expand their northern network (remember, Manchester is home to the highest number of digital marketing agencies registered in the north of England).

Last Wednesday, the Marketing Signals Content & Outreach Team set off in the early hours of the morning to attend this year’s talks at EventCity (next to the Trafford Centre, Manchester). Our aim was to chat with the exhibitors and exchange updated best practice campaign advice – the desktop freebies and complimentary hot lattes were an unexpected and well-received bonus!

The layout of the two-day-expo was simple and easy to navigate, comprising five large rooms and a central space in which a number of business stands and coffee shops welcomed visitors. Due to the popularity of the event, seating for each of the talks filled up fast. Headsets were provided for better hearing during the presentations, and slideshows helped onlookers to follow along.

I chose to seek out presentations that aligned with my professional interest in Content & Outreach. Below, I have put together some of the more valuable tips that I learned from my time at the 2019 Marketing Show North.

IMPROVE IN-HOUSE COMMUNICATIONS

Improve communication between your marketing team (CMO) and the finance department (CFO). Bridging any gaps in communication between your financial and marketing departments is an essential step towards making better and more informed investments. Learn the lingo and speak to financial execs in a language they will understand – also be prepared to explain any marketing terms. The importance of alignment and attribution in your marketing strategy is a vital part of meeting the demand from your clients while remaining cost-effective.

UNDERSTAND THE NEEDS OF YOUR CLIENT BASE IN A DYNAMIC MARKET PLACE

The attention span of the average human is only 8 seconds. In our attempts to retain current clients and attract prospective partners, we must make intelligent use of this limited window. Consumers demand constant access to information across different platforms – some of us even choose to ‘multiscreen’ while watching a film, for example, so it’s crucial to promote our products via multi-channel strategies that provide value-driven experiences. Done correctly, this can help us to meet the evolving needs of our client base and thus maximise the return on investment.

E-MAIL MARKETING DESERVES IN-DEPTH THOUGHT

Pay diligent attention when devising an effective outreach email strategy. Segmentation, automation, and personalisation are important aspects to take into consideration. What’s right for you as a business and what’s right for your potential customer should be analysed in order to find the common ground on which to base your working relationship. The resources you are able to promote and the data you own (as well as the delivery platforms you are able to provide) may all affect the results of your email campaign. Personalise your email depending on your target audience and aim to optimise each individual customer’s digital journey. Be clear on your goals and state how you intend to measure outcomes in order to guarantee a tailored progression towards increased ROI.

CONTENT THAT RESONATES IS STILL KING

In 2018, Hubspot carried out an in-depth study of experimental digital marketing techniques. The study revealed that online traffic leans towards a valuable user experience rather than simply making a beeline for desired products or services. The results teach us that the best way to achieve a successful outreach campaign is through the promotion of content that resonates and interacts with the target audience. Always select delivery channels that are relevant to the interests and preferences of your target audience. Develop an understanding of how different channels may help you to promote different types of content.

REPUTATION MATTERS (MORE SO NOW THAN EVER BEFORE)

Negative social media posts and negative online reviews can damage both your brand and your reputation. Trust is a fundamental pillar in your marketing campaign strategy and in retaining e-commerce customers. The vendor’s competence, predictability, and integrity are the foundations on which customer confidence is built.

Share your tips with us in our comments section (…and we’ll see you all at Brighton SEO next month!)

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