As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve. In this presentation, Rand shows how web marketers in content, search, social, and advertising (+ influencer marketing) can shift their strategic and tactical investments to align with what the big platforms offer, and how consumer behavior has changed, too.
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
This document provides guidance on developing a digital marketing strategy in 3 sentences or less:
The document discusses the importance of having a clear digital marketing strategy and assessing your capabilities before developing your strategy. It also emphasizes that a digital strategy can improve any business by lowering costs and increasing profits. The document provides a checklist to help businesses evaluate their current digital marketing approach across key areas like strategic planning, data integration, and customer experience.
Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.
Everything you need to know about affiliate marketing for advertisers first...Partnercademy
This document provides an overview of affiliate marketing from an advertiser's perspective. It defines affiliate marketing, discusses the different types of affiliates such as cashback, loyalty, and voucher sites. It also covers affiliate payment models, strategies for optimizing different affiliate types, and gives a brief history of how affiliate marketing began. The goal is to educate affiliate managers on how to set up and manage a successful affiliate channel.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
The document discusses search engine optimization (SEO) strategies for real estate agents. It covers how people search online, how search engines work, important on-page SEO elements like keywords and links, and off-page optimization through social media and link building. The presentation aims to help agents get found online by understanding user search behaviors and applying both on-page and off-page SEO best practices.
Google AdWords/PayPerClick Training PresentationDushyant Verma
Know about Google AdWords and Pay Per Click advertising program. Learn how to run success ad-word campaign. Tips and trick to increase your conversion rate.
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
This document provides guidance on developing a digital marketing strategy in 3 sentences or less:
The document discusses the importance of having a clear digital marketing strategy and assessing your capabilities before developing your strategy. It also emphasizes that a digital strategy can improve any business by lowering costs and increasing profits. The document provides a checklist to help businesses evaluate their current digital marketing approach across key areas like strategic planning, data integration, and customer experience.
Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.
Everything you need to know about affiliate marketing for advertisers first...Partnercademy
This document provides an overview of affiliate marketing from an advertiser's perspective. It defines affiliate marketing, discusses the different types of affiliates such as cashback, loyalty, and voucher sites. It also covers affiliate payment models, strategies for optimizing different affiliate types, and gives a brief history of how affiliate marketing began. The goal is to educate affiliate managers on how to set up and manage a successful affiliate channel.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
The document discusses search engine optimization (SEO) strategies for real estate agents. It covers how people search online, how search engines work, important on-page SEO elements like keywords and links, and off-page optimization through social media and link building. The presentation aims to help agents get found online by understanding user search behaviors and applying both on-page and off-page SEO best practices.
Google AdWords/PayPerClick Training PresentationDushyant Verma
Know about Google AdWords and Pay Per Click advertising program. Learn how to run success ad-word campaign. Tips and trick to increase your conversion rate.
The document provides an overview of a digital marketing taster session that covers topics such as what is digital marketing, search engine optimization (SEO), and social media. The session is split into two hours, with the first hour covering introductions and definitions of key terms, and the second hour involving activities, discussion, and Q&A. Key aspects of digital marketing, SEO, and social media highlighted include the importance of having an online presence, using different online technologies and platforms, and developing a digital marketing strategy and plan.
Google Analytics is one of the most powerful tools for monitoring and analyzing traffic on your website. It gives you enormous data on who is visiting your site, what they are looking for, and how they are getting to your site. There is so much data available that it is easy to get lost in this data. Things get even more complex when it comes to client reporting. Marketers and Ad Agencies often use excel for preparing Google Analytics Reports but this is tedious and time consuming.
When it comes to client reporting, especially Google Analytics data, it is crucial to present this huge data in a meaningful way. Data visualization becomes tremendously important in this regards. Reportgarden solves this problem in 3 simple steps:
1. Select a default reporting template
2. Customize your reports using the simple drag and drop editor. Add all the metrics you want.
3. Schedule the report to be automatically to your clients
This is a sample ReportGarden Google Analytics Report.
The ability to customize and build your own reports allows marketers to gain truly valuable insights from the tool + this is huge timesaver.
Key sections to included in a Google Analytics Report:
1. Overall Website Performance
2. Vistor Sessions
3. Organic Sessions Data
4. Traffic Sources/Mediums
5. Top Refferal Sites
6. Browser Report
7. Device Report
8. Traffic Sources by City
9. Traffic Sources by Country
10. Top Landing Pages
11. Visitor Acquisition Efficiency Analysis Report
12. Mobile Performance Report
13. Content Efficiency Report
14. Page Flow
15. Recommendations
The document provides an overview of affiliate marketing. It defines affiliate marketing as a type of performance-based marketing where advertisers reward affiliates for each new customer brought by the affiliate's own marketing efforts. There are three key players - the merchant or advertiser, the affiliate or publisher, and the affiliate network. Affiliate networks act as a liaison between merchants and affiliates, providing tools for tracking clicks, sales, and payments. Affiliates earn commissions from merchants by promoting products and driving sales through banners, links, emails and other media on their own websites or in publications.
Gone were the days when hotel marketers use Facebook simply to promote brand awareness and engage fans. Nowadays, you have to go beyond growing "vanity" metrics such as likes and followers -- you're tasked to drive sales with Facebook ads.
How can you effectively and efficiently impact the bottom line while proving the ROI of Facebook ad spend to your boss? Consider Facebook Travel Ads for Hotels.
In this webinar, our digital marketing experts will share their insights and strategies on how to utilize this innovative ad product to convert more travelers. Learn more about:
-What makes Facebook Travel Ads such a powerful solution
-How to budget for Facebook Travel Ads within your total -marketing spend
-How to launch hotel ads and optimize your campaigns
-Success stories of effective ad copy and design that drive conversions
We will also share case studies illustrating how we helped several hotels decrease CPA and increase ROAS with enhanced targeting and tailored ads.
Watch the full webinar: https://try.traveltripper.com/facebook-travel-ads-for-hotels-webinar/
This document provides an overview of digital marketing and strategy development. It outlines various digital advertising channels including display ads, search engine marketing, email, editorial content, affiliate programs, and promotions. It discusses integrating online channels to achieve objectives. It also covers developing a strategy including evaluating current activities, defining objectives and audiences, planning audience interaction, and developing specific elements like websites, banners, and social media plans. The goal is to provide a high-level understanding of key digital marketing and strategy concepts.
Download Advance digital marketing courseMukulTaneja13
This document provides information about an advanced certified digital marketing course offered by India's No. 1 Professional Digital Marketing Training Institute. The 3 month course costs Rs. 24,000 and covers 26 modules and provides 12 certificates related to skills like SEO, social media marketing, Google AdWords, and more. Students will learn in-person, online, or on weekends and receive career support and placement assistance.
eLuminous Technologies is an expert Digital marketing strategy for hospitals in India. Our marketing strategy for hospitals will help you grow OPD patients, increase the no. of IVF cycles per month. Contact us today.
Digital marketing strategy for hospitals, healthcare marketing strategy, Hospital Marketing Strategies
Digital marketing Training|Digital Marketing Services|Digital Marketingsirisha ramit
Ramit – One Stop Digital Marketing Company is the leading Digital Marketing Agency for Digital marketing Services who plan, arrangement, execute, enhance, measure and deliver a technique or a strategy which take a shot at’s this computerized age and thereby expanding your online visibility for your Product, Service, App, Video, Service or Company.For more information visit http://ramitsolutions.com/digital-marketing-training/
Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
Google Adwords allows advertisers to create campaigns, ad groups, keywords, and ads. Campaigns are responsible for budget and targeting. Ad groups contain 5-10 closely related keywords that receive the same ads. Ads should match keywords and direct users to relevant landing pages. Advertisers should aim for a high quality score to lower costs and increase impressions. Keywords are structured as broad, phrase, or exact match and negative keywords exclude unwanted searches. Metrics like CTR, CPC, and conversions should be monitored and keywords, ads and landing pages optimized over time.
Sagar Taneja is a digital marketing strategist with experience in social media marketing, paid social advertising, digital marketing strategy, and data analysis. His portfolio highlights work for brands in industries such as telecom, finance, entertainment, beauty, and nonprofits. He specialized in developing social media strategies, running Facebook ad campaigns, creating digital roadmaps, and analyzing customer data to improve marketing outcomes.
Digital marketing refers to the marketing of product and services using the Internet and digital media.The objective of digital marketing is to promote your business or product worldwide.
Social Media Optimization in Simple WordsJaydip Parikh
This PPT talks about how any one can promote their website using Social Media. How they can do brand building and fatch more visitors via Social Network, Vedio Promotions and other stuff.
New advertising opportunities are available within Twitter. Twitter Promoted Products offer three different options: Promoted Tweets, Promoted Trends, and Promoted Accounts; all of which are supported with the new Analytics dashboard.
For more information, please visit www.ovrdrv.com
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
Digital marketing is the marketing of products or services using digital technologies on the internet and through mobile apps. It involves building customer relationships through online activities to facilitate the exchange of ideas, products, and services.
Some key digital marketing channels discussed are search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing (SMM). SEO involves optimizing websites to rank higher in organic search results. PPC involves paying to display ads and only paying when users click the ads. SMM involves using social media platforms like Facebook, Twitter, Instagram, and YouTube to promote products and services.
The document provides advantages and disadvantages of these digital marketing channels as well as basic strategies for
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
Presentation of Rand Fishkin CEO of moz and a reference for SEO and the world of google searches where they put in context that google is no longer an ally but became the competition of all SEO
shared by robert mendoza SEO
The document provides an overview of a digital marketing taster session that covers topics such as what is digital marketing, search engine optimization (SEO), and social media. The session is split into two hours, with the first hour covering introductions and definitions of key terms, and the second hour involving activities, discussion, and Q&A. Key aspects of digital marketing, SEO, and social media highlighted include the importance of having an online presence, using different online technologies and platforms, and developing a digital marketing strategy and plan.
Google Analytics is one of the most powerful tools for monitoring and analyzing traffic on your website. It gives you enormous data on who is visiting your site, what they are looking for, and how they are getting to your site. There is so much data available that it is easy to get lost in this data. Things get even more complex when it comes to client reporting. Marketers and Ad Agencies often use excel for preparing Google Analytics Reports but this is tedious and time consuming.
When it comes to client reporting, especially Google Analytics data, it is crucial to present this huge data in a meaningful way. Data visualization becomes tremendously important in this regards. Reportgarden solves this problem in 3 simple steps:
1. Select a default reporting template
2. Customize your reports using the simple drag and drop editor. Add all the metrics you want.
3. Schedule the report to be automatically to your clients
This is a sample ReportGarden Google Analytics Report.
The ability to customize and build your own reports allows marketers to gain truly valuable insights from the tool + this is huge timesaver.
Key sections to included in a Google Analytics Report:
1. Overall Website Performance
2. Vistor Sessions
3. Organic Sessions Data
4. Traffic Sources/Mediums
5. Top Refferal Sites
6. Browser Report
7. Device Report
8. Traffic Sources by City
9. Traffic Sources by Country
10. Top Landing Pages
11. Visitor Acquisition Efficiency Analysis Report
12. Mobile Performance Report
13. Content Efficiency Report
14. Page Flow
15. Recommendations
The document provides an overview of affiliate marketing. It defines affiliate marketing as a type of performance-based marketing where advertisers reward affiliates for each new customer brought by the affiliate's own marketing efforts. There are three key players - the merchant or advertiser, the affiliate or publisher, and the affiliate network. Affiliate networks act as a liaison between merchants and affiliates, providing tools for tracking clicks, sales, and payments. Affiliates earn commissions from merchants by promoting products and driving sales through banners, links, emails and other media on their own websites or in publications.
Gone were the days when hotel marketers use Facebook simply to promote brand awareness and engage fans. Nowadays, you have to go beyond growing "vanity" metrics such as likes and followers -- you're tasked to drive sales with Facebook ads.
How can you effectively and efficiently impact the bottom line while proving the ROI of Facebook ad spend to your boss? Consider Facebook Travel Ads for Hotels.
In this webinar, our digital marketing experts will share their insights and strategies on how to utilize this innovative ad product to convert more travelers. Learn more about:
-What makes Facebook Travel Ads such a powerful solution
-How to budget for Facebook Travel Ads within your total -marketing spend
-How to launch hotel ads and optimize your campaigns
-Success stories of effective ad copy and design that drive conversions
We will also share case studies illustrating how we helped several hotels decrease CPA and increase ROAS with enhanced targeting and tailored ads.
Watch the full webinar: https://try.traveltripper.com/facebook-travel-ads-for-hotels-webinar/
This document provides an overview of digital marketing and strategy development. It outlines various digital advertising channels including display ads, search engine marketing, email, editorial content, affiliate programs, and promotions. It discusses integrating online channels to achieve objectives. It also covers developing a strategy including evaluating current activities, defining objectives and audiences, planning audience interaction, and developing specific elements like websites, banners, and social media plans. The goal is to provide a high-level understanding of key digital marketing and strategy concepts.
Download Advance digital marketing courseMukulTaneja13
This document provides information about an advanced certified digital marketing course offered by India's No. 1 Professional Digital Marketing Training Institute. The 3 month course costs Rs. 24,000 and covers 26 modules and provides 12 certificates related to skills like SEO, social media marketing, Google AdWords, and more. Students will learn in-person, online, or on weekends and receive career support and placement assistance.
eLuminous Technologies is an expert Digital marketing strategy for hospitals in India. Our marketing strategy for hospitals will help you grow OPD patients, increase the no. of IVF cycles per month. Contact us today.
Digital marketing strategy for hospitals, healthcare marketing strategy, Hospital Marketing Strategies
Digital marketing Training|Digital Marketing Services|Digital Marketingsirisha ramit
Ramit – One Stop Digital Marketing Company is the leading Digital Marketing Agency for Digital marketing Services who plan, arrangement, execute, enhance, measure and deliver a technique or a strategy which take a shot at’s this computerized age and thereby expanding your online visibility for your Product, Service, App, Video, Service or Company.For more information visit http://ramitsolutions.com/digital-marketing-training/
Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.
Presentation from ClickZ OMS event in Minneapolis 2009.
Google Adwords allows advertisers to create campaigns, ad groups, keywords, and ads. Campaigns are responsible for budget and targeting. Ad groups contain 5-10 closely related keywords that receive the same ads. Ads should match keywords and direct users to relevant landing pages. Advertisers should aim for a high quality score to lower costs and increase impressions. Keywords are structured as broad, phrase, or exact match and negative keywords exclude unwanted searches. Metrics like CTR, CPC, and conversions should be monitored and keywords, ads and landing pages optimized over time.
Sagar Taneja is a digital marketing strategist with experience in social media marketing, paid social advertising, digital marketing strategy, and data analysis. His portfolio highlights work for brands in industries such as telecom, finance, entertainment, beauty, and nonprofits. He specialized in developing social media strategies, running Facebook ad campaigns, creating digital roadmaps, and analyzing customer data to improve marketing outcomes.
Digital marketing refers to the marketing of product and services using the Internet and digital media.The objective of digital marketing is to promote your business or product worldwide.
Social Media Optimization in Simple WordsJaydip Parikh
This PPT talks about how any one can promote their website using Social Media. How they can do brand building and fatch more visitors via Social Network, Vedio Promotions and other stuff.
New advertising opportunities are available within Twitter. Twitter Promoted Products offer three different options: Promoted Tweets, Promoted Trends, and Promoted Accounts; all of which are supported with the new Analytics dashboard.
For more information, please visit www.ovrdrv.com
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
Digital marketing is the marketing of products or services using digital technologies on the internet and through mobile apps. It involves building customer relationships through online activities to facilitate the exchange of ideas, products, and services.
Some key digital marketing channels discussed are search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing (SMM). SEO involves optimizing websites to rank higher in organic search results. PPC involves paying to display ads and only paying when users click the ads. SMM involves using social media platforms like Facebook, Twitter, Instagram, and YouTube to promote products and services.
The document provides advantages and disadvantages of these digital marketing channels as well as basic strategies for
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
Presentation of Rand Fishkin CEO of moz and a reference for SEO and the world of google searches where they put in context that google is no longer an ally but became the competition of all SEO
shared by robert mendoza SEO
Conductor C3 - Influence. Not Influencers - Rand Fishkin, SparkToroConductor
Rand Fishkin, SparkToro
The field of influencer marketing in the last five years has taken an unwise turn toward a narrow definition of “influencers,” that harms the potential of this powerful strategy. In this presentation, Rand will show the dangers of leaning exclusively on heavily-followed individuals, and offer a broader, more impactful, higher ROI path to reach the *right* customers, in the *right* places. Get ready to have myths dismantled and add new tactics to your toolbox.
Learn more about C3 at c3.conductor.com
Maximizing the ROI from Online MarketingScott Abel
Presented by Gian Fulgoni at Web Content Chicago, June 17-18, 2008.
Marketing dollars are moving rapidly from traditional media to the Internet. IDC estimates that $25 billion was spent on search and display advertising, in 2007, up 27% over 2006. However, the very nature of consumers’ online behavior dictates that marketers think in new ways if they are to maximize the return from their investments in online advertising.
This presentation will examine how consumers are using the Internet and identify the ways in which advertisers can best market to them. This will also reveal the key metrics that marketers need to use as they plan and analyze their online marketing efforts so as to maximize their ROI.
The database used for this discussion will be comScore’s panel of 2 million people who have given comScore explicit permission to track the complete details of their online activities.
If it feels like the giants of the web -- Facebook, Google, Instagram, LinkedIn, Twitter, YouTube, et al -- are conspiring against you to make it vastly more difficult to spread your message or amplify your content... You're right! They are. In this presentation Rand will boil down exactly why that's happening and what smart marketers can do to build creative advantages and avoid these emerging pitfalls.
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
The document discusses how online media has become the new primetime due to powerful tools for online media planning and analysis. It provides evidence that online advertising is effective by showing it can accurately measure impact, demonstrate long-term branding benefits, and influence offline sales. While budgets are shifting online, many industries still underutilize internet marketing. New metrics allow for improved media planning and analysis beyond just clicks.
Recruitment 2.0: Mobile, Personalisation & Social / Altogether DigitalAltogether Digital
This document discusses trends in online recruitment, including the growth of mobile, personalization, and social media. It notes that online searches and spending on recruitment advertising are increasing significantly. It outlines how personalization techniques can improve relevance for job seekers. It also highlights the growing importance of social media platforms, noting that people of all ages are using these channels. The document advocates that recruiters adapt to these trends by developing a mobile-friendly presence, learning personalization strategies, and engaging job seekers through social media.
Introduction to Digital Marketing - Case Study - Social Media OptimizationSiby Kuriakose
Introduction to Digital Marketing (Interactive Marketing). Case Study in digital marketing outlines President Obama's successful use of social media marketing to garner support. Tips on effective Social Media Optimization for companies, brands and individuals.
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
Rand Fishkin discusses key topics in healthcare SEO and digital marketing in 2019. He summarizes how Google's search algorithm is changing to favor direct answers and paid results over organic clicks. This could impact search behavior by increasing zero-click searches. Fishkin then provides recommendations for marketers to focus on controlling their brand presence, influencing content publishers, and shifting focus to long-tail keywords. He also explores the growth of Amazon and voice assistants, and how influencer marketing has become difficult to track. Marketers are advised to build their brand organically before focusing on ads and conversions.
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...Clive Maclean
The document discusses the rise of social media and its impact on marketing. It suggests agencies need to shift from traditional silos to a new "person-to-person" approach that integrates direct marketing, digital, social media and data analytics skills. Several large companies are seeking agencies with this integrated customer relationship marketing capability. The new model focuses on cultivating genuine dialogue and motivating customers to share brands with their personal networks.
There is an understandable desire among marketers of all levels to regain some control over their SEO data.
Enterprise SEO tools aim to achieve exactly this.
They perform a number of vital functions and bring these together into one, comprehensive dashboard.
When they perform their function well, they unify disparate data sets and automatically generate insights.
This comprehensive guide reviews 6 market-leading technologies.
Rand's opening to Mozcon 2015 in Seattle, WA with a discussion of the current state of the web marketing/SEO industry and some reflections on what our future might be.
This document summarizes Rand Fishkin's presentation on how marketers can keep up with Google in 2017 and beyond. It discusses 5 key things marketers must do: 1) diversify traffic sources to reduce reliance on Google, 2) create a scalable link building strategy with decreasing friction, 3) use searcher intent and changing SERP features to break through Google's results, 4) evolve keyword targeting to match Google's sophistication, and 5) focus on searcher engagement which may be a new key ranking factor. The presentation explores how Google is increasingly using machine learning and user data in its algorithms.
Analyzing and Enhancing Your Social Engagementahorsepubs
This document discusses analyzing and enhancing social media engagement. It argues that social media is an important tool for staying in front of 97% of customers who are not ready to make a purchase. It discusses measuring the ROI of social media through metrics like revenue, costs per lead and engagement, savings, and customer retention rates. It provides tips for better social media engagement like building a community, joining conversations, creating native content, using new media, and caring about customers. The overall message is that social media is about relationships and that measuring engagement can help justify the time and money spent on social platforms.
Reinventing Marketing For The Small BusinessRob Koch
Local and mobile search are becoming increasingly important for small businesses to connect with local customers online. Traditional advertising methods like the yellow pages, newspapers, and direct mail are declining in effectiveness. Having an online presence through local search listings, reviews on sites like Google and Yahoo Maps, and a mobile-optimized website can help small businesses get found locally by customers performing searches online and on their mobile devices. Providing customers with business cards to submit reviews helps maximize a business's online visibility and credibility.
The Guardian - Future of Advertising Summit Guava UK
This document discusses the growth of information on the internet and search engines. It notes that Google indexes over 50 billion items and processes over 100 billion searches per month. The document also discusses the rise of social media and how it is influencing search engine optimization and digital advertising. Measurement of returns on investment is becoming more important for search engine marketing and digital advertising strategies.
Evolution of Digital Marketing and its Impact on Privacyijtsrd
The document discusses the evolution of digital marketing and its impact on privacy. It describes how digital marketing began in the 1990s with early internet advertising and search engines. Social media, e-commerce, and streaming platforms later became important for digital marketing. Big data analytics and behavioral analytics then shaped digital marketing by helping companies target advertisements. The rise of smartphones further changed digital marketing by enabling more data collection. While digital marketing has advanced through these technologies, the extensive data collection has raised privacy concerns regarding how user information is used.
Using emerging media data to drive marketing campaigns - 22 march 2011Ron Jacobs
Ron Jacobs presented on using emerging media data to drive marketing campaigns. He discussed how marketers can capture behaviors from digital and social media to identify influencers and understand consumers. Social media marketing differs from direct marketing in being more conversational and transparent. Marketers need to show accountability and effectiveness through key performance indicators aligned with business goals. Social media is generating large amounts of data that can provide insights if analyzed properly.
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
Influencer marketing can be a powerful tactic, but the practice is far too narrow, and often focused on wrong metrics. In this presentation, Rand expands on what marketing through influence can do, and shows examples of a higher ROI form of marketing through channels of influence (not just Instagram & YouTube "influencers")
How to Kick Butt with Your Email OutreachRand Fishkin
Rand's presentation from Searchlove on how to get (almost) everything you've ever wanted with just an email. If you're trying to do email outreach to improve your content marketing, social media efforts, link building, public relations opportunities, networking, product feedback, and more, these slides are for you!
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
This document provides 7 lessons that would have made the author a better entrepreneur: 1) Focus on doing one thing well rather than many things, as it is easier to build a brand. 2) Prioritize crafting an emotionally resonant story over tactics or pursuing big markets. 3) Build for an audience you have a connection to rather than one you don't. 4) Launch products that early testers rave about rather than minimal viable products. 5) Get quality work done in fewer hours rather than long hours which reduces productivity. 6) Hire for cultural fit and train for competence rather than hiring the wrong people. 7) Have reasonable expectations of success and consider options beyond becoming a unicorn or failing.
Rand Fishkin discusses changes in search engine optimization (SEO) and search engine results pages (SERPs) in 2018. Google controls over half of all web searches but distributes traffic across different domains relatively evenly. Features like featured snippets and knowledge panels now make up a large portion of clicks. Marketers must adapt by optimizing for these features through content, links and other signals. Personalization also plays a bigger role, as Google tailors results based on location, device and user history. Overall, SEO requires a focus on providing helpful answers rather than just links.
One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
The document discusses search trends and tactics for B2B SEO success in 2017. It provides data on search volumes and where people search showing that Google continues to dominate but is gaining more share. It also discusses different types of search results like featured snippets and how they impact organic click-through rates. Finally, it outlines six tactics for B2B SEO success, including optimizing for related precursor queries, publishing on platforms that easily rank, using lead magnets to capture content without barriers, recruiting influential contributors for links, and planning for a long-term investment with little short-term ROI.
How to Survive Google's Trojan Horsing of the WebRand Fishkin
Rand's presentation from Mozcon 2017 on how Google enters and often crowds out competitors in vertical search spaces (and how marketers can fight back against this threat).
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
This document summarizes key points from a presentation on SEO in 2017 given by Rand Fishkin. The main points are:
1) Google dominates online traffic referrals, increasing its share to over 64% in 2017. Facebook and other major sites lost traffic share.
2) Most search happens on Google, with the average user searching 3-4 times per day on desktop and mobile. Click-through rates are higher for organic than paid search on Google.
3) Ranking in traditional search results may no longer be enough, as over 18 unique types of search engine results pages now appear, reducing organic traffic to some sites.
4) SEO does not work for every organization depending on
Google continues to dominate search and increase its share. According to data, Google's core search increased 5.9% from October 2016 to May 2017 while its closest competitors like Yahoo and Bing declined. Google distributes search traffic relatively evenly across sites while Facebook and YouTube tend to concentrate traffic on very large sites. Reddit and YouTube send the majority of their referral traffic to just a handful of top sites.
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
Rand's presentation on how to select strategic, digital marketing investments for your brand. Advice: step back, stop doing what you're good at or what you've been hired/asked to do in order to figure out what channels and tactics might work even better.
When SEO and UX practices are combined, the results can be extraordinary. Rand walks through how the practices have evolved to have far more combined value than tensions and tradeoffs, and some ways for each to learn from the other.
Rand Fishkin presented data on key trends in search engine optimization and search behavior in 2017. Some of the main trends discussed included the rise of predictive intent and implied queries based on user location and history, the growth of voice assistants and voice search, and uncertainty around the future of net neutrality regulations. Fishkin also highlighted the increasing importance of ranking in featured snippets and answer boxes in search engine results pages.
Why do some pieces of "10X" content make the leap while others languish in obscurity? Rand examines the common elements that make for success vs. failure in this analysis of 99 unique pieces of extremely high quality content pieces.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Building Influence in 2019
1. Rand Fishkin | Founder & CEO
Building Influence 2019
As web marketing undergoes its biggest shift in a decade,
how we impact audiences needs to evolve.
11. • Desktop devices average ~800
distinct pages viewed per month
• Mobile devices averaged ~300
distinct pages viewed per month
• Slight decrease in mobile browser
pageviews over time (possibly
cannibalized by apps)
• In March 2019, users viewed 2,350
unique pages on desktop and 680
unique pages on mobile (monthly
counts in the graph count multiple
visits to the same URL per month as
1)
0
150
300
450
600
750
900
Avg.#ofPageViews
Average Distinct Pages Viewed Per Device by Month
Mobile Desktop
Despite the Growth ofApps & Domination of Big Tech Monopolies,
the Web Remains a Vibrant, Diverse Ecosystem
12. Where Should We Do Influence Marketing?
Wherever Our Audience Engages.
No “r”
13. The Major Shifts Impacting
Search, Social,
Content, & Advertising
And How Marketers Can Best React
17. Google Needs Growth, & It’s Not Coming From New
Searchers (at least in developed countries)
-
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
U.S. Searches by Month (web browsers only)
Google Desktop Google Images Desktop Google Mobile Google Images Mobile
18. 3 Theories of Plateauing Search Demand
2: Voice search and mobile apps are cannibalizing queries
(e.g. Google Home, GoogleAssistant, and their SearchApp)
1: Google’s getting better at solving searches the first time
(so searchers don’t need toperform more queries)
3: Alternatives to Google are taking market share
(e.g. Facebook, Instagram, DuckDuckGo, YouTube, andAmazon)
19. Theory 1: Google’s Removing the Need for Multiple
Queries on the Same Topic(s)
26. Theory 3: Alternatives to GoogleAre Taking Market Share
-
10,000,000,000
20,000,000,000
30,000,000,000
40,000,000,000
50,000,000,000
60,000,000,000
Desktop Share of Searches by Month
Google Google Images Google Maps YouTube Bing Yahoo Facebook
Amazon Twitter Pinterest DuckDuckGo AOL Ask Wikipedia
ViaJumpshot’sclickstream panelof10mm+devicesintheUS,browser dataonly(noapps)
27. -
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
Search Volumes by Month Under 2.5B
Bing Yahoo Facebook Amazon Twitter
Pinterest DuckDuckGo AOL Ask Wikipedia
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Search Volumes by Month Under 350M
Twitter Pinterest DuckDuckGo AOL Ask Wikipedia
ViaJumpshot’sclickstream panelof10mm+devicesintheUS,browser dataonly(noapps)
28. Amazon’s Searched ~1/30th as Much as Google, But…
50,000
500,000
5,000,000
50,000 500,000 5,000,000
GOOGLESEARCHES
AMAZON SEARCHES
Search Volumes for Top 1K Branded and Nonbranded Amazon Keywords on Google and Amazon
(2018)
Nonbranded Terms Branded Terms Nonbranded Avg Branded Avg
nintendo switch
laptop
headphones
kindle
ps4
bluetooth headphones
prime video
external hard drive
paper towels
iPhone 7 case
cbd oil
water bottle
iPhone charger
food
lingerie
dog
iPhone
adidas
aa batteries
roku
mens socks
monitor
christmas
audible
sheets
29. What About Search on Instagram?
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Instagram Hashtag Clicks by Month (Desktop)
IG’s grown ~2.5X on desktop (at a time when desktop overall
shrank). Still <0.1% of Google’s desktop search volume.
30. 3 Theories of Plateauing Search Demand
2: Voice search and mobile apps are cannibalizing queries
(e.g. Google Home, GoogleAssistant, and their SearchApp)
1: Google’s getting better at solving searches the first time
(so searchers don’t need toperform more queries)
3: Alternatives to Google are taking market share
(e.g. Facebook, Instagram, DuckDuckGo, YouTube, andAmazon)
These two are probably happening. The
third, not so much.
31. What’s Google Doing to Grow
Ad Revenue?
#1: Larger numbers
of more subtle ads
#2: More kinds of ads
32. Google’s Desktop CTRs
March 2018 (US):
Paid: 6.1%
Organic: 65.3%
No Click
Searches: 34.7%
*Note:Sumsaregreaterthan100%assomesearchersclickmultipleresultsperquery
33. Google’s Mobile CTRs September 2018 (US):
*Note:Sumsaregreaterthan100%assomesearchersclickmultipleresultsperquery
Paid: 9.5%
Organic: 38.4%
No Click Searches:
61.6%
34. How Do These Changes Affect Searcher Behavior?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Desktop Organic CTR, Paid CTR, and Zero Click Searches (2016-2019)
Desktop Organic Clickthroughs Desktop Paid Clicks Desktop Zero Clicks
Desktop Zero-Click Searches
Up ~12% in 3 Years
35. On Mobile, Those Effects Are Magnified
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Mobile Organic CTR, Paid CTR, and Zero-Click Searches (2016-2019)
Mobile Clickthroughs Mobile Paid Clicks Mobile Zero Clicks
Mobile Zero-Click Searches Up
~20% in 3 Years
36. Google’s 2019 ABCs:
Biasing Visibility & Clicks to Paid Results
Answering Queries in SERPs & Sending Out Less Traffic
Competing Directly with Publishers
(and ranking their own properties ahead of anyone else’s)
38. Four Ways to Mitigate Search Risk in 2019:
2) Focus on Marketing that Grows Branded Search
1) Influence Searchers On the SERP
4) Re-Prioritize Keyword Targeting to CTR%
3) Use Barnacle SEO When Google Won’t Rank Your Site
39. Control Your Brand with On-SERP SEO
ID sites that rank in
your space, & build
profiles on them
Claim Your Panels
Leverage the Rich
Snippets Google
Offers
40. When KWs Show Aggregated
Answers, Influence the
Publishers Below to Get Listed
To Get Into These…
Get Mentioned + Listed In These
41. Double Down on Branded Demand Creation
CrowdCow’s “Craft Beef” campaign: a book, web content, & events focused
on growing branded demand for their unique product
42. If Other Sites Can Rank, But You Can’t;
Use Barnacle SEO
Every one of these sites
enables user-submitted or
guest editorial contributions
44. Use CTR % Estimates in Your KW Research
This metric uses clicksteam data to
estimate the % of searchers who’ll
click on the standard, non-paid,
organic SERPs
48. Social
Follower
Email
Address
Avg
Engagement/
Post or Email
Ability to
Retarget?
Reach on
Other
Platforms
Ability to Get
Audience Data
Direct
Outreach
Possible?
20.81%*
* Via Mailchimp
Yes,Anywhere Yup. Tons. Yes.
1.73%*
Onlyonthat
Network
Nope. Onlywhatthe
networkgivesyou.
No.
* Via RivalIQ
49. Social’s Traffic is Still Paltry Compared to Search
Via
Google.com
Oct 2016
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4%
4.5%
2.2%
2.2%
1.4%
Yahoo.com 6.0%
-1.4%
-1.3%
-2.0%
+0.3%
-1.2%
+1.5%
-0.1%
-1.7%
Amazon.com 1.3% +0.1%
Top Traffic Referrers Feb 2018
57.8%
5.2%
3.4%
4.8%
1.0%
3.7%
1.3%
4.3%
1.4%
53. Now They May Be Targeting the “Link in Bio”
Via AgoraPulse
AgoraPulse’s experiment found a 34% decrease in avg. reach when a post contained the
phrase “link in bio” or similar.
54. YouTube Cuts Off Descriptions to Avoid Making
Links Visible in the Default View
60. Three Ways to Still Get Value from Social in 2019:
2) Use Social to BuildAudiences Who Know & Like You
1) Play to the Networks’Bias for High Engagement Streaks
3) Drive Branded Search & Clicks w/ Latent vs.Active Links
62. Social Algorithms Are Designed to:
Engage
Addict
Retain
Does this content attract users, generate
likes/shares, & hold their attention?
Do users who see this content stay
on our platform and keep engaging?
Do users who’ve consumed this content
return to our platform again & again?
63. When I have a low engagement post,
my next post has a harder time
reaching a big audience.
64. When a post gets high engagement,
FB boosts the reach of my next post
(unless it starts to show poor
engagement)
65. In this way, Facebook (& Twitter, Instagram,
LinkedIn, etc) reward high engagement
streaks and makes accounts w/ low
engagement invisible.
66. To benefit from this
system, use a
formula like this:
High engagement, non-
promotional post
High engagement, non-
promotional post
Promotion w/ CTA
High engagement, non-
promotional post
These earn brand
exposure & new
followers
High engagement, non-
promotional post
67. To benefit from this
system, use a
formula like this:
High engagement, non-
promotional post
High engagement, non-
promotional post
Promotion w/ CTA
High engagement, non-
promotional post
These capitalize on
your algorithmic
reputation for high
engagement, & earn
direct traffic
High engagement, non-
promotional post
68. Using Social Effectively Builds Brand Familiarity
This is all generic, not-
actionable, next-to-
useless advice
69. To Build Brand on
Social, We Need:
2) Content that is obviously connected
to the brand
1) Content that earns high engagement
& amplification
3) Content that creates emotional
resonance (best done through
compelling stories)
70. Use Latent vs. Active Links to Your Brand
That’s what I’m
talking ‘bout!
That’s no so bad,
either
73. For 15 Years, Content Marketing Worked
Great Like This…
74. Content
Flywheel
2001-2016
KW Research +
Industry Intuition
Publish
Content
Promote via Social
Channels
Push to email +
RSS subscribers
Earn Links +
Amplification
Grow social, email,
RSS, & WoM channels
Grow Authority &
Brand Recognition
Earn Search &
Referral Traffic
Rank Higher, Get
More Traffic
75. But, in 2019, Four Forces Work Against This Model
#2 Demands for monetization and growth have pushed tech
monopolies to become publishers’competitors
#1 Search Engine & Social NetworkAlgorithms Have Become
Winner Take Most Platforms
#3 Amplifiers are overwhelmed by requests and more skeptical than
ever before
#4 Traffic quantity correlates less & less with conversions
77. How to Make Content Work in 2019
2) Build content like you build product, i.e. deliver unique value
with a competitive advantage to a hungry audience
1) Find the intersection of what resonates with your customers
AND their influencers
3) Use content to earn email subscribers, and drive conversions
from there
78. Successful Content Targets Topics that Resonate with
Amplifiers, Not Just Customers
What Your
Customers Care
About
What Influential
Publications & People
Your Customers
Listen To Care About
Topics with high
potential reach
79. The Most Visited Piece the NYT Ever Published?
Dialect Quiz Map via NY Times
Grabs you fast, then demands
engagement
Plays to the psychological
desire for categorizing oneself
& others
Creates a viral loop (through
sharing & seeing friends’
answers)
80. Content as Product
This interactive piece from Typeform isn’t
just “good content;” it delivers:
Unique value
Reference-worthiness
A view into Typeform’s
competitive advantage
Rise of the Conversational UI via Typeform
81. Content → Email Subscriber → Conversion
“A visitor who reaches us via search is 1/19th as likely to
subscribe as one who comes in from a newsletter; a
reader coming in from Facebook is 1/12th; and a reader
coming in from Twitter is 1/6th.”
-Nicholas Thompson, Editor in Chief
Via Wired
85. The Late Adopters Are Finally Crossing the Digital
Marketing Chasm
Via Geoffrey Moore
These players have lots of $$$, entrenched
brands, & are used to overpaying for
untrackable advertising
88. Ad Bids in Many Sectors Go Far Above What’s
Profitable
89. Ad Costs Have Gone Up, While ROI Trends Down
Via BusinessInsider
90. And Ad Tracking Getting Much Harder
Which Will Reinforce Large Quantities of “Dumb
Money” > More Trackable Advertising
The concept of a 90-day look back window is a
wrap. Retargeting beyond 7 days is dead.
Effectively, for a sales cycle of any realistic
length, the whole concept of attribution outside
of last click is over.
Via iPullRank
92. And Accountability is a Massive Issue
Via TheDrum
“I do campaigns for brands on a weekly basis
and less than half ever come back for metrics;
less than 50% ever want to know what’s
happened. That makes me think it’s PRs playing
a numbers game and once a campaign has
gone no one is really interested.”
94. First: Organic + Brand; Then: Ads + CRO
If you’re not yet known, liked, &
trusted, ad ROI sucks.
95. Via Wordstream
New to a market? This
happens.
Known & loved? Welcome
to Profitville.
96. If “Branding” and “Awareness” are your
biggest goals… Measure that!
Via Google Trends
Branded Search *IS* a Measurable Number
97. The Most FollowedAccount(s) that Match a Keyword Search
Traditional Influencer Marketing Seeks Out:
The Most-ReachableAccount(s) that Match a Keyword Search
OR
But That’s Not Really What We Want…
98. Targeting on Audience Size > Audience Match
4mm followers
Followed by 19% of profiles
that frequently talk about
“supercars”
99. What You Really Want: People & Publications YourAudience Engages
With Most
Followed by 16% of people
who frequently talk about
“Italian food”
100. What You Really Want: People & Publications YourAudience Engages
With Most
Small overall following, but reaches
exactly who we want to reach!
101. How to Win at Digital Advertising in 2019
Step 2: Earn brand exposure through organic, social, content, SEO,
events, & targeted brand marketing
Step 3: Get >1 organic visit (or a social engagement)
Step 4: Pay to advertise where your audience engages to those who
already know+like you
Step 1: Interview, survey, or use profile data to discover where your
audiences engage (and with whom/what)