Developing Your Marketing Strategy
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If you're using Brazen, you're already in marketing (even if you don't know it!) This presentation covers how to develop your strategy, create compelling messaging, and use key channels to find marketing success. Guest speakers and Brazen customers Emily Blake at Purdue Alumni Association and Al Wagner and Leighann Anderson at TruPayroll share marketing advice and examples to augment your outreach.
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Developing Your Marketing Strategy
- 1. Engage Your Audience DEVELOPING YOUR MARKETING STRATEGY WEBINAR April 12, 2016
- 2. Al Wagner, CPA, Founder, CEO Leighann Anderson, Social Media Manager Emily Blake Marketing & Promotions Coordinator Introductions Al Wagner Leighann Anderson Emily Blake Marketing & Promotions Coordinator CEO & Founder Social Media Manager Haley Bryant Director of Customer Success Join us for post-webinar networking, 2-2:30P EST
- 3. Getting Started Compelling Messaging Tactics & Channels Success Stories AGENDA DEVELOPING YOUR MARKETING STRATEGY
- 5. Poll What would you like to learn during today’s webinar? Timing and planning outreach Targeting audiences Using tools on the Brazen platformSelecting and better utilizing Channels Messaging
- 6. 51% of event professionals say the biggest challenge in using social media is how to use it effectively. Hubspot Event Marketing Stats
- 7. 26.4% of marketers don’t know which online tool to use to help them market events. Hubspot Event Marketing Stats
- 8. Why Marketing Matters CONFIDENTIAL If you build it, they will come Events have to be marketed to drive signups and attendance
- 9. Marketing Strategy Approach CONFIDENTIAL Important Questions •What internal stakeholders do you need to involve? •What audience(s) are you targeting, and how do you normally engage them? •What other initiatives are you working on with that audience? •Is this a one off chat, or part of a recurring series? •Do you have partnerships with other organizations or associations that can cross promote? •Do you have a marketing spend or use a recruiting advertising agency? Should you involve another person on your team who is responsible for marketing?
- 10. Market chats together as a series, so you don’t have to recreate the wheel each time This Tuesday at 6P EST (and again in a few weeks, probably) Every Tuesday at 6P EST
- 11. We help organizations humanize engagement by making personal interaction efficient and scalable Internal Marketing Who else on your team is using the tool?
- 12. Getting Started CONFIDENTIAL Recap •It takes time to develop a marketing strategy, and we’re here to help •Marketing is a non-negotiable; you can’t deliver/receive value without it •Before you start marketing, define your target audience and goal to make messaging clear •Assess who else you will have to involve and how the chat(s) complement current initiatives •Market chats together as a series to save time (this will soon be supported directly by the tool)
- 14. It’s all about the call to action Chat online 1:1 from anywhere on any device Virtual Career Fair Click hereApply Online The wrong messaging will confuse your audience and turn a prospective participant into a lost opportunity
- 15. Event Buzzwords Use a bold, action oriented title & sub title. Choose language to clearly communicate to participants to set expectations around the purpose of this event on your landing page and throughout your marketing efforts 1:1 Free Chat Online Exclusive Mobile-friendly Connect globally Chat remotely Office Hours Talent Chat Online Expo Global Meetup Live Chat Event Online Mentoring Speed Networking Chats Online Speed Networking Use words like: Sample Event Titles: Event buzzwordsOptimizing Messaging starts with the event Title & Subtitle
- 16. Keep your page relevant and targeted Keep reading to a minimum Share social proof (testimonials, numbers etc) Provide a consistent experience Use a bold, action oriented headline Know your audience (and answer potential questions) Make your CTA clear Landing Page Optimization Tips Whether you’re creating a custom landing page, using our tool, or forgoing a traditional landing page altogether, here are a few things to keep in mind
- 17. Event Buzzwords “Online, and from the convenience of your own desk!” Event buzzwordsProvide clear context, and reasons to attend “Chat 1:1 from your phone or laptop.” “Text-based real time messaging!” “Grow your professional network.” “Access to…” “Connect from anywhere”“Tuesdays at 12P EST” “Free and exclusively for…” Why should I attend? How can I participate?
- 18. What type of messaging makes sense for your audience? GeographicDemographic Behavioral Mass marketing Segment marketing Niche Marketing Personal Marketing New User Power User Registered but didn’t attend Student / alum Entry level / experienced Your Team
- 19. Be sure to include all event information Time, Date, Link to register
- 20. Messaging needs to be consistent across every channel Conversion
- 21. Messaging needs to be consistent across every channel Conversion
- 22. 50 10 Tracking Links Real time marketing feedback before, during and after your chats. How much traffic viewed your page and then left?
- 23. Survey Results Use survey feedback to evaluate marketing success and make changes Did the chat meet the participants expectations? Why or why not? How can you adjust messaging to better set and meet expectations? • Chat theme and focus • Followup Over 86% of event marketers said attendee satisfaction is their best gauge on event success. Guidebook
- 24. Compelling Messaging CONFIDENTIAL Recap •Create a clear call to action, and use it consistently across all of your marketing •Optimize your landing page to create a clear path for conversion •Use messaging that provides context and value so participants understand how and why to participate • Monitor your marketing in real time with tracking links •Use survey feedback to learn more about participant expectations, and bridge the gap
- 26. Time to tell the world
- 27. Poll What marketing channel do you use most frequently? Partnerships Universities Local & National Associations Non-Profits Internal Employee Outreach Personal Outreach Direct Marketing Direct Emails Newsletters In Person events Social Media Twitter Facebook LinkedIn Instagram Pinterest Snapchat Other Paid Display Search Social Online Marketing Website Blog Career Site Press Release Job Reqs
- 28. Event Marketing Stats 88% of US marketers use social media to increase awareness about their events before they occur. FreemanXP & Event Marketing Institute
- 29. Event Marketing Stats 5 promotional methods are used to publicize the average event. Hubspot
- 30. The best channels are the ones that your audience is using Augment your strategy by adding events to your existing communication
- 31. April event Social Media Post(s) Add to Existing Communication Dedicated Email Calendar Paid Marketing Key Conversion 10-12 days before event
- 32. Social media has the ability to amplify on its own and there is now a registration confirmation page where users can share chats through social media
- 33. Social Media Resources available on success.brazenconnect.com
- 34. CHAT CHAT Join us at office hours to chat about this opportunity Join us at office hours to chat about this opportunity Website/Staff Directory Marketing Channels: Recruiter Office Hours Include in Email/Message body or signature FacebookJob Reqs LinkedIn
- 35. Tactics & Channels CONFIDENTIAL Recap •Identify and use the channels your audience is already using •Create a plan, and keep in mind that key conversion is 10-12 days from the event •Social media can amplify on it’s own if you create content that’s worth sharing •We have resources on success.brazenconnect.com to help you make a plan and use each channel effectively
- 36. Success Stories
- 37. Emily Blake Marketing & Promotions Coordinator ALUMNI PROGRAMMING MESSAGING AND KEY CHANNELS
- 38. How does the Purdue Alumni Association use Brazen?
- 39. Try Multiple Approaches Recurring networking + one offs allow you to experiment to see what your audience responds to
- 40. What channels do you use?
- 41. Dedicated Page on Alumni Website
- 42. When and how frequently do you post?
- 44. Is the experience the same across all marketing channels? Do you do any targeted marketing?
- 46. How do you measure success?
- 47. Al Wagner, CPA, Founder, CEO Leighann Anderson, Social Media Manager CREATIVE MARKETING ENGAGING PROSPECTS MEDIUMS
- 48. How does TruPayroll use Brazen?
- 49. What’s the value of participating in an online networking event with TruPayroll?
- 50. Recurring Chats Recurring networking + one offs allow you to experiment to see what your audience responds to
- 51. How do you share the value of participating and get people online?
- 52. Make it fun, engaging, and sharable
- 54. Q&A