Archive for the ‘digital’ Category

Inbound Marketing in the Technology Sector

Tuesday, November 12th, 2013

EHI Live and Commontime

Last week I attended EHI Live, a two-day conference and exhibition for the E-Health community. Though many exhibitors in the technology and software sector were solely supplying services to the NHS, there were many others that provide IT solutions to a range of other sectors, helping to make data processing and business systems much more efficient.

I wasn’t surprised to discover that this is a sector already looking at the benefits of inbound marketing and marketing automation to generate leads and drive sales, however, there still seem to be some challenges experienced in the execution of successful lead generation campaigns. (more…)

Maximising ROI from the Photonex Exhibition

Thursday, October 24th, 2013

Photonex_Thorlabs

I attended the annual two-day Photonex event last week at the Ricoh Arena in Coventry and met a range of exhibitors with varying marketing challenges, one of which included utilising their digital channels to get the most ROI from their event marketing spend.

Photonic manufacturers and social media

I was surprised when researching event exhibitors that there are still many businesses in the photonics technology and manufacturing sector that don’t have social media accounts. Speaking to a couple of marketing managers at the event, there seems to be the view that social media isn’t relevant in this industry. Using the excuse ‘no one in manufacturing uses social media’ is like saying ‘our customers don’t use the internet.’ Your customers aren’t just businesses, they’re individuals making purchasing decisions. If you want those decision makers to find you online and be able to demonstrate your knowledge of the industry, it isn’t too late to start using, and integrating, your digital marketing more effectively.  (more…)

Trade Show Preview: Photonex & Vision UK 2013

Monday, October 14th, 2013

Photonex 2013

Working with some of the UK’s leading manufacturing companies in their fields across photography, technology, aerospace and power amongst others, I’m interested to find out what’s new in the photonics industry at next week’s Photonex, being held at Coventry’s Ricoh Arena.

The exhibition will bring together specialist manufacturing and technology suppliers in the industry and will feature a full conference programme focussing on new research and developments in the sector. (more…)

Ten videos to guide your SEO strategy

Monday, July 8th, 2013

One topic that is frequently rearing its head in digital marketing is, of course, search engine optimisation (SEO). Everyone wants to be on the first page of Google yet the processes involved in achieving that are still a thing of mystery for many. Here are ten videos that will give you the knowledge you need to kick start a successful SEO strategy.

Bookmark this page for future reference!

1. What is search engine optimisation?

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How to use social media for B2B lead generation

Wednesday, July 3rd, 2013

“I’m quite certain that Facebook isn’t going to be relevant for us” said a sales manager I recently spoke to. That’s a bold statement as he just said he couldn’t think of a way to use a network that is regularly frequented by one in seven people on the planet. Sure, Facebook might not be the first place you turn to when looking for B2B leads and sales through social, but it can play an important role when used effectively. Follow this step-by-step guide and you can start using social media for B2B lead generation right away.

Step 1: Know thy audience

Audience @ LeWeb 11 Les Docks-9317

As is the case with so much digital marketing, your starting point for a successful social media lead generation campaign should be understanding who it is you’re are attempting to engage with. This means creating a buyer persona.

Your buyer persona will be a fictional representation of the typical person you are trying to reach. It will tell you about the issues that concern them, the challenges they face in their roles and where they look to find answers. This should include the magazines they read, the websites they visit and the social networks you think they use. Use this to create the content that you will use to lure them onto your website. (more…)

“Has anyone got a spare pair of trousers?”…Company wide emails in pictures

Tuesday, July 2nd, 2013

Offices can be bizarre places at times. From ridiculous passive aggressive notices to the water cooler gossip, the office provides an endless stream of material for astute observational comedians or comic strip writers (I’m looking at you, Scott Adams).

A new source of office based mirth comes from the All Staff, All Day Tumblr which sets real company wide emails against an image. You can see some of the best posts below.

Check out the full blog over on http://www.allstaffallday.tumblr.com/

Via http://www.allstaffallday.tumblr.com/
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Facebook introduce hashtags #fb #hashtags #justsayin

Thursday, June 13th, 2013

Finding relevant content on Facebook has historically been a difficult task. The search functionality was a pain and even the introduction of Facebook’s Graph Search hasn’t made finding relevant content much simpler.

This is all going to change though as Facebook has announced it is introducing clickable #hashtags. Yes, that’s right! The largest social network in the world is finally introducing one of the most useful methods of finding content that has been available on almost all the other social networks for what feels like an eternity.

Here’s the full announcement:

Every day, more than 4.75 billion pieces of content are shared on Facebook.* In many cases, these conversations are about brands, products, public figures and local businesses. Today, we launched hashtags as a way for people and businesses to discover and engage in these conversations.

Hashtags are now available to a small percentage of people and Pages on Facebook, and we will roll them out more broadly in the coming weeks.

Here is what marketers need to know:
If you are already using hashtags in an advertising campaign through other channels, you can amplify these campaigns by including your hashtags in Facebook advertising. The same creative best practices on Facebook still apply – compelling copy and photography that is in the brand voice works best.

Any hashtags that you use on other platforms that are connected to your Facebook Page will be automatically clickable and searchable on Facebook.

Like other Facebook marketing tools, hashtags allow you to join and drive the conversations happening about your business. We recommend you search for and view real-time public conversations and test strategies to drive those conversations using hashtags.

Hashtags do not impact your distribution or engagement in News Feed on either desktop or mobile. We recommend you continue to focus on your existing campaigns to drive your most important business objectives.
Hashtags are a first step in surfacing relevant and important public conversations. Over time our goal is to build our additional functionality for marketers including trending hashtags and new insights so that you can better understand how hashtags fit into your overall Facebook advertising strategies and drive your business objectives.

*Facebook internal data, May 2013.

Introducing Hashtags on Facebook, Facebook Studio

Social media marketing tools: Video showcase

Friday, May 24th, 2013

These are some of the best YouTube videos from some of the greatest social media marketing tools on the market. If you’d like to see any other tools or videos featured here, leave a note in the comment box below.

Hootsuite

Authenticity still matters in B2B social media marketing

Wednesday, May 22nd, 2013

When it comes to business use of social media there are two types of players: organisations and individuals. Organisations and individuals should both approach social media as authentically as possible. While I’m aware the word “authenticity” has been thrown around a great deal by social media experts, almost to the point where it has lost all meaning, the truth is authenticity matters. (more…)

Google I/O: What you need to know

Thursday, May 16th, 2013

What a difference a year makes. In 2012, the Google I/O focused heavily on hardware: from the skydiving sequence introducing Google Glass to the launch of the Nexus Q and Nexus 7 devices, it was clear Google was looking to sell products. This year’s keynote set a very different tone and I had a lot of fun geeking out following the news while sat in the pub last night.

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