Content Boost Director Carrie Majewski and I had a blast last Thursday, May 12, at Market New York Expo. We learned so much about how to keep improving our marketing strategy from some of our peers in the industry. If you didn’t get a chance to get out to the show yourself, stay right here; I’ll fill you in on the top marketing takeaways of the day.
With a variety of sessions and advice from innovative speakers, suffice it to say I left the conference with a mind full of ideas and insights. However, the biggest takeaway of the day was the emphasis that was placed on the importance of target marketing.
During a session titled “Use the Power of Target Marketing,” presented by Noelle McEntee, Community Manager at Square, attendees learned how to pinpoint the characteristics of their average consumer, gain new insights into consumer behavior, use digital channels to target consumers and how to leverage analytics to evaluate your success. After attending this session, here’s my top advice to B2B marketers and business owners:
- Get out of your marketing silo: McEntee introduced the idea of target marketing and then asked the crowd, “Do we market razors to men and women the same way?” The answer, of course, was no. As such, businesses need to remember that they can market their products differently to diverse consumer groups. This is how you’ll raise the most awareness and offer the most personalized customer experiences.
- Use metrics to track progress: A major point of emphasis during this session was the importance of leaning on analytics to help you understand your consumers and your progress. For instance, when it comes email marketing you need to keep track of your open rates. Take note of consumers that occasionally open your messages and ones that do so more regularly. Staying aware of these metrics will help you segment your messaging to each group to nurture the less engaged and show appreciation for those who are loyal.
- Warm up to social media: Businesses need a social presence to remain top of mind to their consumers. Noelle McCentee compared growing your social media strategy to “water droplets” and that with each “droplet” your presence grows—it reminds people that your brand is out there. It’s important that businesses investigate what relevant news and trends are most important to their consumers respond accordingly. For instance, find out what’s trending in your industry and in your location. The session presenter used a graphic designer in Harlem as an example and went on to advise this hypothetical business owner to share articles and reach out to industry experts in this specific niche through his or her social posts. In doing so, you can keep up with your consumers and show them that you care about their interests.
If you think that’s a lot of information to take in…it’s only the tip of the iceberg. Market New York Expo sure got the wheels turning in my content marketing brain—thanks for a fantastic day of marketing expertise!
Whether skydiving in Interlaken or free falling into hot oil pizza from Colony Grille, Diana Bishop knows a thing or two about adventure. After graduating from Keene State College with a Bachelor’s Degree in English, she has used her experiences while studying abroad in Barcelona to inject fresh perspective into her work at Content Boost. Admittedly “artsy” by nature, she enjoys painting and drawing whenever she has free time on her hands. Before she joined the team at Content Boost she organized promotions and wrote commercial copy for iHeartMedia, a global entertainment and media company.