Discover Innovative Marketing Strategies at the Michigan Association of Chamber Professionals Conference
Last week in Detroit, marketing minds gathered to share fresh insights and practical strategies for enhancing organizational marketing efforts. A panel from the Detroit Regional Chamber’s Communications and Marketing teams participated in the 2024 Michigan Association of Chamber Professionals conference, aiming to equip attendees with tools that can truly make a difference in their outreach.
Email Marketing That Connects
Leading the conversation was Krishaun Burns, the Chamber’s Integrated Marketing Manager, who emphasized the power of email marketing when it focuses on accessibility. She pointed out that making emails readable on both desktop and mobile screens is crucial. This means using fonts that are clear and easy to read, alongside a balanced mix of images and text for better clarity.
In her engaging talk, Burns shared a critical lesson: avoid sending emails made up of a single image. It turns out, this common mistake often sends emails straight to spam folders! Instead, she encouraged marketers to keep text accessible and utilize visual elements like gifs or embedded videos to increase the chances of getting noticed in the inbox. Achieving higher open and click-through rates is all about creating engaging content that appeals to your entire audience.
Social Media Magic
Next up was Katie Tomaszewski, the Chamber’s Social Media Specialist, who dove into the remarkable potential of social media. She emphasized the importance of sharing community-focused content to build stronger connections with followers. Repurposing content, such as transforming event blogs into bite-sized social media posts or highlighting member achievements, allows organizations to cultivate a sense of community within their audience.
Tomaszewski also shared a tip that many may find helpful: using content scheduling platforms. Tools like Buffer, HootSuite, and Later can streamline the posting process by scheduling content and analyzing post performances. This frees up valuable time for marketers, allowing them to focus on creating content that resonates.
Analytics and Optimization
On the digital marketing front, Miranda Spennato, the Chamber’s Digital Marketing Manager, stressed the importance of understanding analytics tracking. By examining metrics such as organic search traffic, top-performing pages, and device types, organizations can gain a clearer picture of how their audience interacts with their content. Tools like Google Analytics and Hotjar can reveal where visitors may encounter issues, enabling teams to tweak their strategies for a better user experience.
Spennato recommended keeping web URLs succinct, ideally limited to five words, and incorporating descriptive meta tags. Additionally, adding alt text to images helps improve SEO and organic reach, allowing businesses to connect with their audience more effectively.
Building a Cohesive Brand
In the conversation, Ryan Miller, Digital Marketing Manager at Hub-365, shared valuable insights on forming a cohesive brand image. He noted that an authentic brand stems from understanding the target audience and crafting messages that resonate. Miller reminded attendees that branding is a journey and that experimenting with different strategies can lead to discovering what truly connects with the community.
The panelists concluded with an encouraging sentiment: small teams often feel the pressure to keep marketing fresh but should look for inspiration beyond their sector. Marketing trends often present new strategies that are waiting to be experimented with. The biggest takeaway? Effective marketing doesn’t always require a complete overhaul; sometimes it’s just about refining existing strategies to better serve your audience.
Join a Thriving Community
If you’re looking to harness these insights and more, consider joining the Detroit Regional Chamber. Being part of an influential community can help you connect with prospective clients, access valuable resources, and strengthen your overall business approach. Embrace the strategies discussed at the conference and watch your marketing efforts flourish!
