Newsletter • Summer 2020 Virtual Event Marketing • Website Optimisation Guide • Marketing Training The pace is intense. In our last newsletter we shared the story of MPG’s work with Social Media Week – a remarkable eight week pivot to create and successfully deliver #SMWONE. The pioneering spirit and ability to think fast, act fast and deliver a great, innovative virtual event experience inspired many. We thank Toby Daniels and Brian Leddy for their vision and leadership in a very challenging time. Since #SMWONE’s successful delivery, the MPG team of marketing strategists, martech specialists, data specialists and digital marketers have been working with Toby and Brian on the launch of their new SMW+ live and on-demand streaming service. This rapid product and marketing strategy development to deliver a digital subscriptions service for SMW’s community has once again been an exciting and inspiring journey. And the important work of strong execution and ongoing improvements to the approach for ongoing improvements to outcomes is only just beginning! More MPG clients and community members have been moving rapidly through ‘test and learn’ cycles. The analytics and data collected over the past months on how professionals are engaging with digital offerings – and the marketing of these – has surfaced some interesting benchmarks. We shared some of our key learnings in our latest webinar. MPG’s Summer newsletter focuses on four important areas that present great opportunity for every organisation focused on growing, engaging and monetizing their communities: Attracting new sponsors for digital content packages, including virtual events Attracting a great, engaged audience to your virtual events Ensuring you have the best combination of ‘must have’ marketing knowledge and skills to successfully take to market your digital events, subscriptions and memberships Optimising your website to do a great job at engaging and serving your community, while also delivering conversions to customers and revenue So, take a break from your desk, step out into the August sunshine – and have a good read! SIGN UP TO OUR NEWSLETTER INSIGHTS Helen Coetzee | 16/07/2020 How to use marketing to get new sponsors for your digital events Growing digital revenue by sourcing new sponsors is a great opportunity for many organisations. Marketing has a key role to play here in generating marketing qualified leads for your sponsorship team. Our recent blog gives you a step-by-step approach to acquiring new sponsors via marketing. Read more here > How to use marketing to get new sponsors for your digital events Read More Helen Coetzee | 19/06/2020 Creating a robust, sustainable marketing function: a strategic, hybrid approach In these financially stressed times, the question should not be ‘should we use internal or outsourced marketing’, but rather ‘what does the most effective and cost-efficient marketing function look like for us?’. Read more here > Creating a robust, sustainable marketing function: a strategic, hybrid approach Read More READ MORE INSIGHTS VIRTUAL B2B EVENTS WEBINAR Marketing Virtual B2B Events: 9 Key Success Factors In our latest webinar, which took place on Thursday 6th August, MPG’s Founder & CEO, Helen Coetzee, uncovered the ‘secrets of success’ in developing the right marketing approach to attract the audience of the size and profile you need to your virtual B2B events. You can now download the comprehensive content package including: Presentation slides – including additional detail on 9 success factors Full webinar video replay All Q&A responses All poll results ACCESS CONTENT PACKAGE SPOTLIGHT How to optimise your website Your website has always been your most important marketing channel. As the end destination that all other marketing activity pushes to, the hub for your content and the place where your target audience converts to leads or registrants; getting your website right can mean the difference between success and failure. But how can you improve your website, generate more traffic and, most importantly, get more leads and revenue? Know your user: As with all marketing, the key to success is understanding your audience. Put yourself in the shoes of a new visitor to your website. Does the site load quickly and look professional at first impression? Is it immediately clear who you are and what you do? Are there obvious and compelling CTAs that will pull them further into the site? A user will be considering all these points within seconds of landing, and if they encounter any friction with their journey they may leave, so first impressions really matter. Create great website content: Once you’ve hooked them, it’s time for your website content to do the heavy lifting. Write copy that communicates the value of your product, focusing on benefit-led copy. How does your offering address a particular challenge your target audience faces? Avoid focusing too much on the ‘what’ and instead focus on the ‘why’. Understand the rules of design: Design is crucial, and not just because it makes your website look attractive; it’s fundamental to the quality of the user experience. Avoid overly-cluttered pages. Use size, position and colours to emphasise important elements and create a structure. Visitors won’t read line-by-line, they’ll skim read to the parts they’re interested in. Keep it simple! Create a seamless journey: Effective navigation is what ties it all together. You are taking your visitors on a journey, so make sure you never leave them at a dead end. Link content together naturally, provide CTAs to related pages and push them to a lead gen form or booking page when you think they may convert. Users visit your website to achieve a goal, whether that’s to find out more information, submit an enquiry or make a purchase – make it easy for them to move through your content and present them with things they can’t help but click. The smoother the experience, the more conversions you’ll get. These are just some of the points you should have in mind when upgrading an existing website or creating a new one. The MPG team has been designing and building high impact websites for 6+ years. To find out how we can build a great website for you, get in touch. VOICES “MPG delivered a great series of tailored marketing workshops for the team at China-Britain Business Council. This training helped us formulate our membership growth strategy and gave us some very useful, practical guidance on improving our digital marketing and sales tactics.” Claire Urry, Executive Director, China-Britain Business Council The world is presenting every organisation with significant challenges and great opportunities in our quest to innovate and transform to become more resilient and sustainable. The global economy is relying on each of us playing our part. As dramatic as that may sound – it’s true! The MPG team is grateful to be working with the fantastic people that make up our community. We sincerely hope to help you find the best way to push forward – with strength and confidence!