12 Lessons from Free Marketing Events

I am hungry for knowledge. If that knowledge comes without a price, even better!

I attend as many free networking events, classes, or workshops as I can, if I think it will help me become a better marketer. I'd love to share some bits of wisdom I learned at recent events.

The first 6 lessons are from the 12 Essentials on the Future of Mobile Marketing event, organized by the team behind Sleek Marketing University and hosted by Impact Hub Boston on December 2, 2014. The speaker was Joseph Carrabis, neuroscientist-turned-marketer and founder of NextStage. His claim to fame is harnessing the brain's natural tendencies to guide customers along the marketing funnel.

1. Consumers connect to brands faster on mobile.

This has something to do with the fact that you're physically holding the device. Deep inside our lizard brains, we trust what we can touch. Therefore, by default we trust the messages we receive on our mobile devices.

2. We treat our mobile phones like weapons. 

A sociological study compared our relationship with our mobile devices to how we treated swords in the Middle Ages. Back then it was customary to carry a weapon on your person at all times, often with your hand resting on it idly. You'd feel naked without it. You'd pull it out when feeling defensive or threatened. There's a sentimental attachment to the item, it's a symbol of status, the comparisons go on and on.

3. To maximize conversion, order designs like so: maybe yes no. 

This is a fun little mind trick. Designers can capitalize on ternary logic to guide outcomes: offer 3 choices with the first option a 'maybe' commitment, the last one a 'no,' and the middle as the intended CTA. The brain defaults to the middle ground whenever possible. And since the brain can't conceive of a negative without first understanding the positive, you should order the options in 'maybe-yes-no.' 

4. Humans can only be happy or sad. There is no intermediate. 

At least in terms of your brand impression. Surveys reveal stark evidence that when someone interacts with your brand on their mobile device, it's either a positive or negative experience, but almost never neutral.

5. Mobile menu interfaces must be iconographic. 

A picture is worth 1000 words, so you'd best use images to get your point across on a small screen!

6. Branded apps with a social factor perform better than mobile sites. 

If your product is both digital and social, this stat should convince your CTO to invest in mobile app development.

Here are 6 more lessons from the 20 Million Visitors: Content Distribution Secrets from The Daily Beast event, hosted by Boston Content on December,  2014. The speaker here was Managing Director of The Daily Beast, Mike Dyer.

7. People read longer content on mobile devices (rather than on desktops).

Maybe people are catching up on their blogs and news stories while commuting?

8. Evergreen content is always more valuable than topical content. 

Makes sense: people search for evergreen topics for year-round, whereas seasonal topics get a bump once a year and then a long lull. Topical content thrives only if it goes viral.

9. It's better to produce fewer, better pieces of content than to pump stuff out constantly. 

This is such a relief to hear from an expert! Please, free us from the rat race of constant tweeting!

10. Headlines should be tailored for their medium. 

Think about it: it would be weird to see a headline on Facebook that abbreviates 'you' as 'u', but you'd be foolish NOT to do that on Twitter if you need to space.

11. One way to distinguish content from advertising: content solves the user's problem first, and the brand's problem second. 

This hammers home the fact that content is great at generating leads and inbound traffic because people are seeking a solution for themselves. Advertising is responsible for seeking out customers in an outbound fashion. Different tactics demand different priorities.

12. Don't chase social media engagement unless it drives web traffic. 

I've wondered if I should be counting and tracking metrics like number of Twitter follows, repins, or Facebook comments. At the end of the day none of that matters if it's not generating site traffic.

There you have it! If you've got any tips to add, please share in the comments.