Marketing is something that all businesses need, but it’s not something that all businesses do, or do well.

“If you’re not doing it, your competitors are, and they’re talking to your audience, and they’re talking to your customers. and when they start being funny on Twitter, and when they start posting things, and they start showing up in the inbox, those are going to be the people that I remember as a customer,” said Jeannine O’Neil, founder of JO Social Branding.

It’s a pretty common position to be in, especially in the restaurants and events industries. The day-to-day demands of running the business, lack of marketing knowledge, and being overwhelmed by so many digital marketing tools — email, Facebook, Twitter, Instagram, Pinterest, websites, digital ads, search engine optimization, and so much more — and these tools’ constant changes can get in the way of an effective marketing strategy.

“Business owners wear so many different hats. they’re doing accounting, they’re doing the marketing, they’re doing the customer service, and I think that when they start something new, the number one thing is the fear of starting something new and fear of the unknown,” said Lindsay Higgins, founder of L2L Creative Group.

I tackled these challenges with O’Neil and Higgins during a panel at Tripleseat’s EventCamp called How to Get Results with Email, Social Media, and Other Digital Marketing Tools. We covered why marketing is important for a business’ survival, what tools should be used, how to use them, and what other businesses are doing well.

Get more of the panel’s advice by watching the recording below or visit our EventCamp site to view all of this year’s sessions. The panelists also shared more tips in a blog post on the top three event manager questions about marketing.

EventCamp 2018 How to Get Results with Email, Social Media, and Other Digital Marketing Tools from Tripleseat on Vimeo.

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