16 Jan

3 of Our Favorite B2B Marketing Tools

One of the best things you can do to make sure your business will succeed is to make sure that you’re using the right tools. This might be engineering software for your design team, a CRM for your sales team, or a number of job boards for your HR team. Below, we reviewed three of our favorite B2B marketing tools and share a bit about how to use them.

Trello LogoTrello

Trello is a card-based web application that can be customized to suit the needs of your team. Project management, team collaboration, and file storage are among the most common uses.

Any Trello account consists of a series of lists, which contain movable cards. The entire system is extremely customizable, and list entries can be dragged-and-dropped around to different lists. Cards allow you to attach a description, images, documents, or other files. You can collaborate by tagging team members, setting a due date, adding a check list, and more. All of these features are contained within one card entry on one list. A list can contain as many cards as you’d like, each with all of the power described above.

How can your business use Trello?

Trello can be used for any number of things, most notably project management and group collaboration. Trello allows you to create teams, and assign different team members to different boards. This way, you can all keep files, tasks, and attachments in one place for easy access and cooperation. Trello gives you the freedom to decide what use benefits your business the most.

In the simplest way, you can use Trello as a personal to-do list. Trello allows you to keep all of your tasks in one place, without having to download any software or pay for anything. You simply login online and you’re all ready to go. The platform is excellent for people who like to visualize their work load, and is a great replacement for sticky notes.  We regularly create cards with the title of a project, and include a checklist within the card for the specifics. One example of this might be a card titled “Blog,” with a checklist that includes items like conducting an interview with an engineer, doing the write up, and submitting the post for approval. All of your team members can see what you’re working on and contribute seamlessly.

The best thing about Trello is that its completely free. There are some business-class functions that require a purchase, but everything you’d use daily is free of charge.

Starting out with Trello

What’s cool about starting up with Trello is that they provide you with a Tutorial board, containing the same lists and cards you’d be using on your own. This tutorial board teaches you interactively how to use the tool, like how to create lists, boards, cards, checklists, and how to involve team members. It’s all right there.

Ready to get started? You can create a free account with Trello on their website.

Teamup LogoWhat is Teamup?

Group communication is one of the most difficult challenges large companies face, especially when planning events. Without the right tools in place, fostering communication between members of your team can be a huge hurdle.

One of our favorite tools at Avtron is the web app Teamup. A common problem we faced when planning tradeshows was coordination among members of our sales and marketing team. There are so many details involved that relying entirely on email was insufficient. Trying to keep everyone on the same page with staffing, supplies, and logistics made for a huge headache in the days before the show.

How does Teamup work?

This is where Teamup comes in. Teamup allowed us to create one place to hold our entire tradeshow planning process.

Teamup allows you to create a number of color-coded “calendars” within your larger collaborative calendar. We use each color to represent a different member of our team. This way, we know who created the entry on the calendar and who’s responsible for doing the footwork on arrangements.

Teamup also reduced the number of surprises that come around the few weeks right before a show. All the details are easily accessible, and you won’t need to dig through months of back-and-forth emails. The “Notes” section of every calendar entry lets us put information about our shipping and staffing needs, which everyone can edit. There’s also a free space under the “About” section where we put a checklist of items to cover in the event description.

Finally, the two best things about Teamup are the price and the ability to access calendars. Teamup is free, and instead of a login system, it uses a system of public links for it’s users. Administrators get their own link for editing users, settings, and account management. The administrator can also give out links with specific roles, like modifier or reader, to their team. In the case of lost links, the administrator can recover the links using their email address on Teamup’s website.

You can start a free calendar here at Teamup’s website.

Google LogoGoogle Analytics

Ask any digital marketer what tools they absolutely can’t live without, and Google Analytics will no doubt be one of them. No other tool provides such comprehensive metrics for online performance as Google Analytics, and Google adds new features all the time. Best of all, like many other Google apps, Analytics is free.

What is Google Analytics?

Google Analytics is an online application, created by Google, which tracks a plethora of information about your website’s visitors. When you sign up, you’re given a snippet of JavaScript code to insert onto your website. Once you’ve put the “tracking code” onto your site, you will start to have access to information like pageviews, sessions, bounce rate, and the average time spent on the page.

Once you’re comfortable with the basics, you can start to use some of the more complex features of Analytics. Some more advanced options include conversion analysis, assigning “goals” to different site actions, and viewing what users search for on your site. It’s a very powerful application.

How can your business use Google Analytics?

Google Analytics helps you optimize your website for your visitors, and find out which of your online marketing programs are successful. If one blog post or landing page is getting much more attention than others, Analytics can help you determine why and how to duplicate that success. If you use eCommerce on your website, you can use Analytics to track the pages and items that are converting most. Additionally, you can find out what time of the week, month and year are busiest for your website, and plan high-value content appropriately.

You can read more details about Google Analytics and sign up here.

What tools can your business not live without? Let us know so that we can feature them in the future.

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19 Dec

What is Evergreen Content?

Evergreen TreesOne of the most important elements to an organization’s digital presence is having effective and engaging content on their website. If you operate in the aerospace sector like Avtron, this is especially important. Customers rely on your website not only for product information, but also helpful and interesting content. In many cases, your website provides the first “introduction” potential customers have to your company.

To that end, what is evergreen web content? The term “evergreen” comes from evergreen trees, those that keep their leaves all through the winter. This is a perfect metaphor for the type of content that B2B companies should be focusing on online.

What is evergreen web content?

Evergreen content is essentially any piece of content that does not lose its value over time. This type of content stays relevant and informative, regardless of the time it’s accessed, and continues to provide value to your online visitors. Evergreen content can be just about any type of material on the web, but some examples include web pages, blog posts, videos, and eBooks.

For example, a static page about one of your flagship products acts as evergreen content. This page will continue to provide value over time to visitors that need information about what your company provides. It will also continue to appear in search engines when the user is looking for information, and can be used as a reference in the future.

Another example could be a blog post about how to recognize when your equipment is due for calibration, or a troubleshooting guide for software that your company sells. These types of articles save your customers time, and address the issues that they may face again down the road.

Why is evergreen content important?

Evergreen content is important because it attracts more and more visitors to your site over time. This means more viewers of your content, more leads responding to calls-to-action, and eventually more customers. Content that stays relevant, and attracts people in your ideal customer market, is an asset for your business.

What types of content should I avoid?

There isn’t a set standard for which types of content are okay and which aren’t. Every business is different, and every company is looking to attract the attention of different types of customers. When your business has something valuable to share online, you should always make sure to do so.

Some types of web content, however, are inherently time-sensitive. A regular standard in the aerospace industry is to publish a blog when your company is attending a trade show or large conference (we’ve done it plenty of times ourselves). Often these types of posts are absolutely relevant to your audience’s interests. What you’ll see on your website, though, is a large bump in traffic to these pages before and during the event, but a large drop-off when finished. Content like this fails to retain its value over time, and likely won’t be a popular target for visitors after the event.

That’s not to say that time-relevant content isn’t important. After a large company event, milestone, or update, you should always put these out for your visitors if you believe it will provide value to them. These posts can inspire positive public relations and brand loyalty with your audience. It pays, though, to be aware of why you could be seeing a dip in traffic after events have passed.

What do you think is the best kind of content for attracting new and returning readers? How has your business succeeded in the aerospace marketing arena? Let us know in the comments below.

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