In-House SEM: How to Get What YOU Want
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The document provides tips for in-house SEM professionals to get support and resources from their organization. It suggests showing a clear return on investment path, doing thorough competitor analysis, educating others and speaking in business terms that are understood. Additional tips include showing impact, making people feel involved, outlining worst-case and best-case scenarios, getting initiatives added to roadmaps, making influential friends, and sometimes being pushy to advance goals.
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[CXL Live 16] Fight Back Against Back by Rand Fishkin
Web marketers have never faced a more dangerous time to have their visitors hit that "back" button. Facebook, Google, and even Twitter are measuring engagement and punishing the sites and brands that lose too much of their audience to an "I'm outta here" click. We've moved from a world where conversion rate optimization happens only in the purchase funnel to one where converting from a 5-second visitor to a 45-second, more engaged visitor who leaves with an answer is hugely important.
In this presentation, Rand will show how Google's Rankbrain, Facebook's engagement algorithms, and other platforms' metrics are transforming this landscape and what web marketers can do to fight back.
Marketing Tactics for Smaller Owners - 3 Presentations
I Work By Myself: Marketing Tactics That Work for Small Owners and Small Departments Small companies and single-member departments often struggle under the weight of their marketing choices and how to think about them in a structured way. Rather than present yet another marketing plan template, we’re asking innovative thinkers to come up with prescriptive plans to advise small companies and simply recommend time- and cost- effective tactics all at once. The focus of this session will be on delivering, ordered, contextual lists that are rank-ordered in terms of priority.
Matt Adler, Principal, Adler Development
Heather Campbell, Vice President of Marketing, Riverstone Residential
Bill Szczytko, Director of IT, Maryland Management
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11 REASONS TO BE EXCITED ABOUT WHAT YOU’LL LEARN AT CONTENT JAM
11 REASONS TO BE EXCITED ABOUT WHAT YOU’LL LEARN AT CONTENT JAM
11 Content Marketing Gems from Content Jam Speakers
11 Content Marketing Gems from Content Jam Speakers
[CXL Live 16] Fight Back Against Back by Rand Fishkin
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9
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In-House SEM: How to Get What YOU Want
- 1. In-House SEM: How to Get What YOU Want Dan London - ShareFile Director of Online Marketing @DanLondon
- 2. CEO Why are some results highlighted in yellow?
- 3. Lead Engineer What exact percentage does that impact Google’s algorithm?
- 4. Engineer I read on Wikipedia that Google doesn’t even look at the copy on the page to determine keyword relevance.
- 5. VP of Marketing Why don’t we bid on the term Britany Spears?
- 6. CFO If we don’t bid on any branded terms, we could save thousands.
- 7. PR Our PR service automatically search engine optimizes our press releases.
- 8. Social Media Look at all our Facebook fans.
- 9. What Can YOU Do?
- 10. Show a Clear ROI Path
- 12. Educate
- 14. Show Impact
- 15. Let People Feel Involved
- 17. Get on the Roadmap
- 18. Make Friends
- 19. Tattle
- 21. Teach People How To…
- 22. Make it Easy
- 23. Do It Yourself
- 25. Large Company = Not an Excuse
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