I had the opportunity to attend the Mozcon conference in Seattle, WA this summer. This was an amazing experience to say the least! Awesome speakers, networking and conference. I learned a lot and took pages of notes. Below are some of the common themes and key takeaways I noticed among all the presentations.
Many speakers talked about transparency. Be transparent in your marketing efforts. This adds a level of credibility and gives your brand the human element your target market likes to see.
It’s okay to be vulnerable. Some of the things brands try so hard to keep secret could actually work to their advantage if they made it public. Dharmesh Shah said “in a world of increasing choices, and decreasing trust, openness wins.” One of Hubspot’s most popular blog posts was one they did on their company culture. Being open, honest and transparent netted them a LOT of traffic and exposure.
Think Like a Brand
Big brands are successful. They don’t spam. They do great marketing. You should do this too! Dr. Pete said, “think like a brand, you don’t need rankings to sell.”
Our BoomTown Inbound Marketing team always preaches a term Will Reynolds coined, “RCS” or “Real Company Sh*t.” What this means essentially is to leverage the great things your brand and company are already doing.
For example, if you’re involved in your community, leverage it! Some ideas to promote and share your community involvement could include a press release, blog post, sharing on your various social media accounts, publishing a video snippet on your YouTube channel, posting pictures on Flickr, including the story in your email newsletter, and even wearing branded shirts when you're doing community events. That one thing, community involvement, could be leveraged across 7 different marketing channels. Talk about good press!
You don’t always have to be selling in your marketing. Providing value is an excellent way to establish your brand as an authority and build trust. Blogging and email marketing are great channels to do this. Answer frequently asked questions, give resources and informative, engaging content.
Think about the buying process/funnel. If you have content that educates and helps a prospect move from each stage of the funnel, by the time they’re ready to buy, choosing you will be a no brainer! Why? Because in their eyes, you’re the local authority, you’ve stayed top of mind and you genuinely helped them! Providing value builds trust. People buy from brands they trust; marketing 101.
To summarize these concepts, learn how to become a better marketer. If you don’t have the time, hire someone who can help you with your digital marketing (cough, BoomTown Inbound Marketing). Also, Mozcon is one of the best marketing conferences I’ve ever attended. If you want to step up your marketing game, definitely attend this conference!