4 ways B2B marketing is different to consumer marketing 

So your cousin has had a lot of success marketing his plumbing business on Facebook. Should you follow suit and invest in some Facebook marketing too? There’s so much advice out there on marketing nobody can take it all in. To make matters worse, most of it is based around consumer and mass marketing. But the fact is, if you’re in business-to-business and trying to reach a specific niche, then a lot of this advice doesn’t apply. The key is understanding what does still work, and throwing out the rest. Firstly, a quick definition, we are talking about business-to-business (B2B) marketing – marketing where you are selling to other businesses (including government organisations) rather than individuals. 1. Different demographics When marketers are targeting the consumer market, they often base their campaigns on traditional demographics like age, gender and income level – and Facebook is excellent [...]

Aligning your marketing with your goals

When you’re starting any marketing campaign, it’s really important to clearly define your goals first. This is the single best way to ensure you get the results you want. One of the most common mistakes we see is people getting it backwards, starting by choosing the platform or the content type. We often hear things like “We need to do facebook video!”, without much thought behind the message or the “why”. When there’s a mis-match between your goals and the marketing platform or action you choose, you are less likely to get the results you want. What are your goals?  Instead, start with your purpose. What results do you hope to get? Look ahead to the end of the campaign –  what will make it worthwhile for you? Usually it’s going to be an increase in your business, through more sales. So take it back [...]

Tips for running a successful webinar

The uptake of webinars and Virtual Conferences has exploded since COVID-19 hit and all trade shows and face-to-face meetings were banned, and they aren’t going away anytime soon. Even with restrictions easing, it might be a long time before large events can return to full force, and many companies will have limited travel budgets or be cautious when it comes to in-person visits. So it’s worth investing now in better ways of communicating with industry and potential customers. The pandemic has highlighted that webinars aren’t just a substitute for live events – they have their own benefits when it comes to branding, customer engagement and quality lead generation. You can read more about how they can benefit your business on this blog post. If you’re thinking about reaching potential customers with a webinar, here are five key tips to help you better connect with your [...]

How to work with Monkey Media to generate leads

At the pointy end of the funnel, you can get people to opt-in for more information about your company, giving you access to their contact details and most importantly, permission to follow up with them. It’s one of the most powerful and results-driven marketing options, and it’s important to remember that to make the most of it you need to be offering something of genuine informational value in return for those details, such as a white paper, eBook or webinar. When is the best time to run a Lead Generation campaign? Lead generation usually works best towards the end of a campaign. A company with a strong brand or profile already can conduct a lead generation campaign on its own, but if you are not well known in this market, then lead generation on its own without supporting branding will not get as many conversions [...]

How to work with Monkey Media to build your brand

Branding remains one of the most powerful and important marketing tools that all successful companies use. In B2B marketing, sometimes the value of branding can be forgotten. Many campaigns are now based around what is sometimes called the ‘bottom of the funnel’, which includes things like generating leads. But even these campaigns can be far more effective when you already have a strong brand. Why does branding matter?  Multiple studies show that the single biggest predictor of whether people will become a customer is whether they have heard of you before. Humans are naturally afraid of the unknown. Evolutionary psychologists suggest that this is because, in many scenarios, ‘the unknown’ may pose some sort of physical threat.  Consequently, we tend to favour people, places, and things that are familiar to us. Researchers, and marketers, refer to this phenomenon as the familiarity principle, also known as [...]

How to work with Monkey Media to to educate the market

When your solution is unique or complex, it can be a challenge to get acceptance from the industry. It’s not something that can be done overnight, but by a consistent approach to educating the market you can change hearts and minds and create new demand. Many companies also find that their customers have ‘pigeon-holed’ them for a particular product. An education campaign can help show existing customers that your offerings are much broader. It’s also important to let the market know when you have a new product or service available. We can help you educate both your current customers and new prospects about what you offer.  B2B buying decisions often involve numerous decision makers, so it’s also important to be able to communicate different but consistent messages with different levels. Some of the sector’s most innovative companies work with Monkey Media to educate the market [...]

Webinar follow ups: keep the conversation going 

Some companies produce their own webinars and virtual conferences, while others join industry trade events that were previously held live, or work with an agency or publisher to run something more hybrid, either under their own brand, or co-branded.  Sponsoring webinars and Virtual Conferences is great for lead generation because you are using someone else's already established lists which can contain a whole new audience for you.  Sponsoring webinars can include brand recognition through logos in event promotion, speaking slots or video presentations in the program, information sent directly to these lists before or after the event, and other options.  These new contacts can opt in to receive more information about your product or service and if it’s a high-quality webinar, you will be associated with it and seen as an authority in the space.  If you’re hosting your own webinar, you will already have [...]

Webinar format: make it fit-for-purpose

There is no set rule for how long a webinar or Virtual Conference should be, as the length of time should fit the content. If you’re turning a previously live event into a webinar, it’s important to not try to just jam in the existing content. For an event that was previously a one or two day conference, this could be compressed into a 3-4 hour webinar.  This is what happened with Monkey Media’s Digital Utilities 2020 Conference. As detailed on Lifehacker, the COVID-19 lockdown and travel restrictions began less than a week out from the Digital Utilities conference.  Chris Bland, Monkey Media’s Managing Director, said the decision was made to move it online on Friday, with the event starting the following Thursday.  “This gave the production team only three work days to transform it into a completely Virtual Conference, including finding the best platform, [...]

Monkey Media’s secret sauce

Marketing with Monkey Media works. It doesn’t happen by chance, we know exactly what our secret sauce is, and if you’ve stumbled across this article, we are going to share this recipe with you. Here’s our secret: Good content ⇒ good audience ⇒ marketing results It’s not that complicated really. More than half of our team work solely on content creation. Each of our magazines has a dedicated editor. Their role is actually more about communicating with and being in touch with the industry, and understanding what they want to know about. Our Utility editor talks directly to water and energy utilities every day. Our Infrastructure editor talks to infrastructure asset owners and government agencies. Our Energy editor talks to energy generators, distributors and retailers. Our Pump Industry editor talks to pump users. They also work with key industry associations and government bodies. All this [...]

Webinar audience: are you reaching your target market?

The main purpose of any webinar or Virtual Conference is to provide information to your target market – the people you want to engage with your product or service. So the first thing you need to decide is whether you will be talking to your existing audience or if you want to reach new people.  If you’re targeting your existing audience you can directly promote your webinar to them and offer educational and/or interesting content. A webinar can further build on your relationships, position you as an industry expert, and allow people to see your company in a new light.  If you want to reach a new market, the best way to find the most relevant people is through external marketing. This could include social media promotion or other channels like advertising in industry newsletters, allowing you to precisely track how many registrations it drives. [...]