S.O CREATIVE had the pleasure of attending the Houston Interactive Marketing Association’s (HiMA) IS14 Conference: Pros and Cons, at the University of Houston. The event focused on the benefits of content marketing for both B2B and B2C industries. Each presentation focused on content, context or concept. S.O. CREATIVE was joined by other marketers in the Houston community ranging from social media marketers to content marketers and web designers to web developers.
Here are a few noteworthy takeaways that really had our light bulbs glowing and our @SOCAdvertising Twitter feed buzzing!
Jason Stirman Brings Empathy to HiMA as a Keynote Speaker
The HiMA event kicked off with Jason Stirman as the keynote speaker. Jason captured the audience by revealing a few life learned experiences through his career as a developer, copy writer, auto repair shop owner and an online revolutionist with credits dating back to the start of Twitter and the beginning of Medium.com. After his speech, the one lesson that stuck with us was empathy. The ability to connect with someone on a personal level that enabled you to see the world through their eyes and in their shoes. This is critical for marketers because in order for us to engage with our audiences we first must make a connection. Web designers must create webpages that are user friendly much as content writers must write content that the reader can relate to.
Content Marketing Works for both B2B and B2C Businesses
Leslie Farnsworth from FrogDog did an excellent job on demonstrating the many uses of content marketing to fit a company’s targeted goal in her “Content Marketing works? Prove it” presentation. Leslie strongly emphasized that in order to measure a brand’s goal, marketers must know the brand’s vision and overall 1 to 3 yr. plan. Once the brand goals are revealed the content marketing strategy will help reach those goals.
Although B2B and B2C businesses target different clientele and sell different services or products, both industries need brand awareness and sales to be truly successful in the long-term. Creating content centered around your brand will make your brand more visible, educate your audience on problems they might not have known they had and help build relationships. These components will allow for a smoother and faster sales cycle with less price sensitivity.
Everything that Glitters Is Not Gold. Stick to Your Marketing Strategy
Blue Sky Marketing owner, Michelle LeBlanc elaborated on the Shiny Object Effect that most marketers fall victim to. Michelle’s presentation was titled “Breaking Destructive Marketing Habits” The Shiny Object effect is when a marketer loses track of their goal or strategy in order to adapt to a competitor’s strategy based off of no analytical data or reasoning other than “if they’re doing it, so should we”. One example that was given was brand marketing on Instagram. Although users are seeing a steady growth in brands joining Instagram and advertising, those brands might have a different demographic and goal that supports their marketing strategy.
Michelle encouraged marketers to avoid the Shiny Object Effect by keeping a sticky note as reference of a brand’s demographics on their computer monitor or desk as a reminder of the message, the audience and the overall goal.
Identify Your Audience with Big Data
Michael King from iPullRank demonstrated how big data is changing the way brands identify their buyers through marketing segmentation, audience personas, buyer personas, etc in his presentation titled “Personas Understanding the User Behind the Visit”. There is no secret that Google is a predominant key player in big data. With Google Analytics brands can identify who their buyers are and the common thread that brings them altogether through a look of their online history or social media activity. Michael provided some helpful coding for tracking website traffic and online buyers.
DoubleClick Targeting Code/ code for Google Analytics:
If content is King than strategy is Queen, one without the other is a marketer’s worse checkmate. At S.O. CREATIVE we have the ideas that drive business! Check out our award-winning case studies on our B2B clients here and contact us today for all your B2B marketing solutions. You can reach us at: Inquiry@SoCreatives.com. Also, follow, like and subscribe to our social networks.