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Watch this column for the latest tricks, tips, and trends for marketing to engineers.

karen_polaroid.pngThe EE Journal Marketing Insider is a new feature of EE Journal - designed specifically for high-tech marketers. We at EE Journal have more than a decade of experience working with dozens of companies on hundreds of online marketing campaigns - all targeting the engineering community.  

During those ten years, we have gained significant insight into what makes a successful marketing program in the engineering world, and we want to share that knowledge with you. Watch this space for regular articles that will help you kick your marketing programs into high gear, and sign up for our Insider email newsletter that will bring you the latest each month.

-- Karen Simon, Director of Digital Marketing Solutions
and Business Development

Video Ideas for Technology Companies

Or People Who Don’t Own Cute Kittens That Dance

by Karen Simon

Current studies show that using video on a landing page can increase conversion rates up to 80%. But coming up with interesting and informative content for those videos can be a challenge. After all, there are only so many cute kittens and dance moves one can capture.

Different video content is effective for different reasons. You wouldn’t want to show your sales video to a desperate design engineer with a technical question, would you?

Here is a list of video content ideas, loosely categorized, that every technology company should consider…

SALES:

Promotional Video or YouTube Trailer - ie. Corporate Brochure in Video Form

This video welcomes new viewers to your channel and lets them know what they will find. It’s the “who and why” for your channel. Make sure it invites them to subscribe, and include any other “calls to action” you want them to participate in. Read More

 

It All Starts With A Plan

More PR 101 For Technology Companies

by Maria Vetrano

Walt Disney once said, “I hope that we don’t lose sight of one thing – that it was all started by a mouse.” The mouse part aside, successful PR campaigns also start with a plan. And I know that planning is not glamorous. It’s not the fun part of PR – the carefully scripted press releases with elegant quotes and topical tie-ins, the media briefings, the reviews campaigns, and the most rewarding part of all: the coverage itself. And yet, it is an incredibly important part of the foundational work that you need to have in place in order to launch a successful campaign.

If you’ve not done a PR (or marketing plan) before, take heart. There is more science than art to PR planning. Here is a quick guide to getting started:

First Things First

Product announcements are the most common announcements in markets such as MEMS, semiconductors, embedded systems, and software development tools, so we’ll start there. It’s time to do your PR plan when you are three months out from product launch. Read More

 

Avoid Metric Myopia

by Kevin Morris

We often run into marketers who are highly data-driven. Being data-driven isn’t a bad thing in itself. It makes good sense to support important decisions with key data.

However, when it comes to marketing campaigns, we far too often see marketers focused on a single metric, and that can be a recipe for disaster.

Creating engagement with your marketing campaigns that leads to incremental business for your company is a very complex art, and it cannot be captured by any single metric, or even a formulaic combination. You have to apply common-sense judgment to the numbers you’re seeing and understand the limitations and the pitfalls most metrics bring to the table. Read More

 

Why Technology Companies Must Promote Video Content

More Ammo For The Battle Of The Budgets

by Karen Simon

We’ve all heard the saying, “A picture is worth a thousand words.” So why are some marketing departments still having trouble securing the budgets they require to provide their customers with content in an entertaining and informative way that gets results: ie, video?

To help the technology marketer with the battle of the budgets, here is a top 10 list of why companies need to invest in promoting their video content.

Top 10 Reasons Why Technology Companies Must Promote Video in 2015

#1 The most viewed industry on YouTube is… you guessed it, the electronics industry. (Phillip Ross, Social Media Analyst)  Read More

 
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