This document outlines the agenda for a digital marketing summit. It includes sections on SEO fundamentals, staying ahead of Google updates, fixing website foundations, performing competitor analysis, keyword research, and attracting links. The presentation focuses on optimizing websites for search engines by focusing on factors within a website owner's control, such as content quality, structure, and performance, in order to rank higher in search results.
[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...CXL
Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!
Growth is the easy part. Attracting and retaining a profitable client base is the real challenge for agencies. As the demand for digital increases, many agencies are offering new services, evolving internal processes, and evaluating alternate revenue and pricing models. In this presentation, Paul Roetzer provides 15 actionable tips to maximize your agency’s profits in the new era of marketing services.
Cross-Channel Marketing Success for Big Brands by Rocco Baldassarre - #SEJSum...Search Engine Journal
The good times when one online platform was enough to promote your brand are long over. This session will demonstrate how to connect advertising campaigns from different channels, such as Google AdWords and Facebook, to meaningfully engage users and increase conversions for large brands.
[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...CXL
Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!
Growth is the easy part. Attracting and retaining a profitable client base is the real challenge for agencies. As the demand for digital increases, many agencies are offering new services, evolving internal processes, and evaluating alternate revenue and pricing models. In this presentation, Paul Roetzer provides 15 actionable tips to maximize your agency’s profits in the new era of marketing services.
Cross-Channel Marketing Success for Big Brands by Rocco Baldassarre - #SEJSum...Search Engine Journal
The good times when one online platform was enough to promote your brand are long over. This session will demonstrate how to connect advertising campaigns from different channels, such as Google AdWords and Facebook, to meaningfully engage users and increase conversions for large brands.
[CXL Live 16] Fight Back Against Back by Rand FishkinCXL
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.
[CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers ...CXL
Are you making the critical mistake of using only features, benefits, and price to persuade your customers to buy? If so, you are only selling to 5% of your customer’s brain!
Roger Dooley, author of Brainfluence, will show you how to use simple techniques to appeal to the 95% of your customer’s decision-making that’s driven by non-conscious processes.
Paid Social – The Modern Marketer’s New Frontier Spredfast
Owned and earned media are familiar territory for social marketers, but innovations in paid media are revealing new paths to social success. Where should brands start? And how can brands traverse a constantly changing landscape of paid offerings? Listen in as leading brands share how they are navigating paid integration to maximize social’s impact. The session will map out proven paid approaches to driving reach and engagement and will explore the future of paid media.
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
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).
Relevance - How to successfully create audiences that drive action for your b...Ned Quekett
How do you create audiences that drive action for your brand? In this talk we explore the ways in which you can profile and build advertising audiences to drive action for your your brand and make digital advertising effective.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
The same shifts we've seen in machine learning, deep learning, and user behavior are coming to the link world. In this presentation, Rand explores what it means for SEOs, and how to combine long and short term strategy to win the SERPs
The Future for Marketers - Strategy, Creativity and TechnologyPaddy Moogan
By Paddy Moogan at Marketing Festival 2014 in Brno. Paddy talks about the future for marketers which is in the middle of strategy, creativity and technology.
Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth?
The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals.
You'll learn how to:
Slice your data to find new growth opportunities
Validate ideas with simple tests before committing to expensive initiatives
Use data to drive product changes that maximize growth
You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.
SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: Ho...Distilled
Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.
How To Use Persuasive Design for Conversion OptimizationHubSpot
This SlideShare will teach you to approach conversion optimization with a human-centered design mindset. By understanding what factors are necessary to produce a target behavior, you can better design your landing pages to produce an experience that will increase the percentage of site visitors that eventually become leads and customers. Three bonus CRO hacks included!
How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura ...Laura Hampton
Digital marketing expert Laura Hampton provides her guidance on creating useful audience personas to guide your digital strategy. This presentation was first delivered at Brighton SEO in April 2016.
Yigit Konur @Digitalzone - Using SEO & PPC Data for Better OptimizationZeo
Yigit Konur from Zeo Agency was at Digitalzone stage on October 20, 2017.
His topic was: "Using SEO & PPC Data for Better Optimization: How collaboration of teams can change your strategy?"
For accompanying video, see https://www.youtube.com/watch?v=LhSeXIlvP4U.
Given at ad:tech Asean 2015 http://www.adtechasean.com/ July 8th in Singapore by MWI's CEO Josh Steimle @joshsteimle, who is typing this, so I'll break out of the third person.
I was assigned this topic, and it was a fun one. I love being able to give actionable tips, and this deck includes 10 of them--all free or very close to free. Most not all that time consuming either. Ranges from basics like "Get a mobile friendly site already!" (with some more details on how) to how to come up with ideas for blog posts. Oh, and of course, you can't leave out HARO (Help A Reporter Out).
Shoutouts to Wil Reynolds at http://www.seerinteractive.com/, Moz https://moz.com/, Gartner, HostGator, Yoast, Google, Canva, SlideShare, TinyLetter, YouTube, Chinese Obama, and Chris Reed with http://blackmarketing.com/.
[CXL Live 16] Fight Back Against Back by Rand FishkinCXL
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.
[CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers ...CXL
Are you making the critical mistake of using only features, benefits, and price to persuade your customers to buy? If so, you are only selling to 5% of your customer’s brain!
Roger Dooley, author of Brainfluence, will show you how to use simple techniques to appeal to the 95% of your customer’s decision-making that’s driven by non-conscious processes.
Paid Social – The Modern Marketer’s New Frontier Spredfast
Owned and earned media are familiar territory for social marketers, but innovations in paid media are revealing new paths to social success. Where should brands start? And how can brands traverse a constantly changing landscape of paid offerings? Listen in as leading brands share how they are navigating paid integration to maximize social’s impact. The session will map out proven paid approaches to driving reach and engagement and will explore the future of paid media.
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
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).
Relevance - How to successfully create audiences that drive action for your b...Ned Quekett
How do you create audiences that drive action for your brand? In this talk we explore the ways in which you can profile and build advertising audiences to drive action for your your brand and make digital advertising effective.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
The same shifts we've seen in machine learning, deep learning, and user behavior are coming to the link world. In this presentation, Rand explores what it means for SEOs, and how to combine long and short term strategy to win the SERPs
The Future for Marketers - Strategy, Creativity and TechnologyPaddy Moogan
By Paddy Moogan at Marketing Festival 2014 in Brno. Paddy talks about the future for marketers which is in the middle of strategy, creativity and technology.
Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth?
The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals.
You'll learn how to:
Slice your data to find new growth opportunities
Validate ideas with simple tests before committing to expensive initiatives
Use data to drive product changes that maximize growth
You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.
SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: Ho...Distilled
Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.
How To Use Persuasive Design for Conversion OptimizationHubSpot
This SlideShare will teach you to approach conversion optimization with a human-centered design mindset. By understanding what factors are necessary to produce a target behavior, you can better design your landing pages to produce an experience that will increase the percentage of site visitors that eventually become leads and customers. Three bonus CRO hacks included!
How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura ...Laura Hampton
Digital marketing expert Laura Hampton provides her guidance on creating useful audience personas to guide your digital strategy. This presentation was first delivered at Brighton SEO in April 2016.
Yigit Konur @Digitalzone - Using SEO & PPC Data for Better OptimizationZeo
Yigit Konur from Zeo Agency was at Digitalzone stage on October 20, 2017.
His topic was: "Using SEO & PPC Data for Better Optimization: How collaboration of teams can change your strategy?"
For accompanying video, see https://www.youtube.com/watch?v=LhSeXIlvP4U.
Given at ad:tech Asean 2015 http://www.adtechasean.com/ July 8th in Singapore by MWI's CEO Josh Steimle @joshsteimle, who is typing this, so I'll break out of the third person.
I was assigned this topic, and it was a fun one. I love being able to give actionable tips, and this deck includes 10 of them--all free or very close to free. Most not all that time consuming either. Ranges from basics like "Get a mobile friendly site already!" (with some more details on how) to how to come up with ideas for blog posts. Oh, and of course, you can't leave out HARO (Help A Reporter Out).
Shoutouts to Wil Reynolds at http://www.seerinteractive.com/, Moz https://moz.com/, Gartner, HostGator, Yoast, Google, Canva, SlideShare, TinyLetter, YouTube, Chinese Obama, and Chris Reed with http://blackmarketing.com/.
Elevated.com's 2018 General Capabilities Deck-We are growing!!Chris Snook
We have grown in capabilities for 2018. Elevated.com is a full service digital and customer experience marketing agency. Our current capabilities and several relevant case studies are a good starting point to understand the focus and depth of our service offerings and current capabilities. We work with B2C and B2B brands operating in an omni-channel world and seeking to put the customer in the center of their strategy.
Watch the webinar recording here: https://bit.ly/30gXpG9
In 2018, Google shifted from a search engine to a discovery platform. What does that mean for your organic search strategies in 2019? Check out these slides from our live 2019 Organic Search Trends webinar, starring three of The Search Agency’s senior SEO experts. In this TSA Talk, our speakers cover everything from Google’s shift to discovery and new SERP integrations, to voice search and topic clusters. We also let you know which old-school SEO tactics you need to leave behind. Get ready for the wild ride that 2019 promises to be with our team of Earned Media experts!
For the full webinar recording and transcript, head to: https://bit.ly/30gXpG9
The machines are coming! RankBrain is an AI Google uses to serve better search results based on search intent. How is AI going to change SEO as we know it, and what can marketers do to stay ahead?
After publishing your content. Leave for 3 months, and then it's time to re-optimize it and make your content 10x better!
Improve your keywords, discover new entities, content and readibilty.
Although not yet very visible, Blockchain technology is an increasingly important presence in the current economic environment, predicting a major future impact. The "Blockchain - Silent Revolution" debate aims to familiarize participants with the basic concepts of these technologies and its current development directions.
Customers demand individualized and engaging experiences. So when you understand your customer’s journey and take a customer-first approach to marketing, it’s a win-win. This interactive session will give you an in-depth view into the world of CX, as well as simple strategies to get started in building a CX program and becoming your customer’s advocate.
Leveraging the power of Marketing Automation for Sales FunnelsRoy Selbach
Pitchdeck for the Inclusive Prosperity Financial Summit 2019 in Manila, the Philippines.
There’s an urgent need for a more sophisticated approach, in terms of marketing automation & lead generation funnels
7 steps for an increased sales-rate success:
1. Define target audience
2. Develop converting landing page
3. Promote your product/service
4. Retarget visitors
5. Drive conversions
6. Run through nurture streams
7. Close the deal
Need an extra hand with your sales/marketing efforts?
We are a Result-driven Digital Agency based in Hong Kong & Manila. We embrace the power of analytical methods & technologies to always deliver the best possible outcomes for all your digital marketing campaigns.
www.eoi.digital
The Rise of Influencer Marketing in B2B TechnologyTraackr
This webinar deck reveals 6 influencer marketing shifts emerging in leading technology companies. Discover key findings from new industry research, brand-new data illustrating how influencers impact B2B organizations, and ways to apply the trends in practice to enable B2B success .
oneQube [AMP] Cloud-Based Digital Audience Management PlatformoneQube
The worlds first cloud-based [AMP] enables you to develop, manage and market to custom digital audiences.
Startups to Fortune 500 companies use [AMP] to build big data audience databases and develop highly customized audience so they are able to analyze, optimize and reach them by understanding the who, what and how.
oneQube’s platform is powered by our proprietary Audience Graph, a fully segmented dynamic dataset of digital personas including their interests, social media profiles and employment history. Capabilities include:
- Audience Data Warehousing
- Audience Analytics
- Data Enhancement
- Audience Licensing
- Social Listening
- Look-alike Audiences
- Cross-network targeting & re-targeting
Analyze audience segments down to the individual audience participant level. Data profiles allow users to:
- Build relevant, highly engaged communities.
- Inform content creation.
- Market to them based on their self-identified preferences.
- Extend marketing reach with look-alike audiences.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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
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
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m a r k e t m i n d s h i f t . c o mm a r k e t m i n d s h i f t . c o m
ABOUT ME
President & Founder of Market MindShift
Marketing Professor
Digital Marketing Trainer
Published Author
PhD Student
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m a r k e t m i n d s h i f t . c o mm a r k e t m i n d s h i f t . c o m
WORKBOOKDOWNLOAD:
minneapolis.digitalsummit.com/agenda/workbooks
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TODAY’S AGENDA
SEO Fundamentals
Google Updates
Fix the Foundation
Competitor Reconnaissance
Deeper & Better Keyword Research
Website Structure
Attract Links Like a Publicist
Put It All Together
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S E O
FUNDAMENTALS
SEO is a significant responsibility—
there are best practices and guidelines
White Hat SEO, Black Hat SEO…Gray
Hat SEO!
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F O C U S O N
WHAT YOU CAN
CONTROL
o Once you think you have it figured out,
the algorithm changes again
Google makes 500-600
algorithm changes a year
No one knows all the algorithm variables
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F O C U S O N
WHAT YOU CAN
CONTROL
Competitors are constantly changing
They want to push you down in search results
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F O C U S O N
WHAT YOU CAN
CONTROL
Your website is the only thing you can control
Don’t be stupid with your website
o Performance
o CMS
o Mobile Friendly
o Optimization
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o E-A-T
o YMYL
o Mobile
o Reputation
Quality website
F O C U S O N
WHAT YOU CAN
CONTROL
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F O C U S O N
WHAT YOU CAN
CONTROL
Download: http://bit.ly/2umUlf1
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o Main content quality and amount
o Person/company responsible for website
o Website reputation
Expertise, Authoritativeness, Trustworthiness (E-A-T)
F O C U S O N
WHAT YOU CAN
CONTROL
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o Fake news sites
o Clickbait
o Science claims
o News articles can be judged on YMYL
o News sites are held to higher standard
2017 Version
F O C U S O N
WHAT YOU CAN
CONTROL
Great summary: http://bit.ly/googleraters2017
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o Must cite sources, when applicable
o Avoid distracting/disruptive/misleading ads
o Keyword stuffing redefined:
o Previously: Argentina is a country. People
live in Argentina. Argentina has borders.
o Now: Argentina is a country. People live
there. Argentina has borders.
2017 Version
F O C U S O N
WHAT YOU CAN
CONTROL
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SEO PROCESS
Source: http://www.seobook.com/images/seo-flowchart.gif
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S TAY A H E A D O F
GOOGLE UPDATES
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W h a t y o u s h o u l d k n o w :
RANKBRAIN
Machine-learning artificial intelligence system
One of the factors in the ranking algorithm
Make it easy for Google to understand what’s on your pages
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M o b i l e - f r i e n d l y f a c t o r
MOBILE FRIENDLY
Became part of the ranking algorithm in 2015
Now, Google has moved to a ”mobile-first” mentality
Mobile platforms: m.dot, responsive design, dynamic serving
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AMP
Open source project to help publishers load content faster
Competes with Facebook Instant Articles
Pre-renders content and limits JavaScript usage
Caches content
A c c e l e r a t e d M o b i l e P a g e s
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AMP
Per Google, 70 percent of typical mobile pages take seven to
10 seconds for visual page content to load.
AMP pages load in under one second.
A c c e l e r a t e d M o b i l e P a g e s
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Source: https://www.ampproject.org/case-studies/washingtonpost/
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Source: https://moz.com/google-algorithm-change
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FRED UPDATE
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IMPORTANCE OF A SOLID
FOUNDATION
Search engine spiders can’t crawl your website
Your pages aren’t indexed
You have a penalty
N o t h i n g e l s e m a t t e r s , i f :
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COMMON ERRORS THAT
REALLY SCREW YOU UP
A v o i d e r r o r s , s u c h a s :
Slow page load time
Duplicate content
Broken links
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404 errors
Redirects other than 301s
Too many URL parameters
COMMON ERRORS THAT
REALLY SCREW YOU UP
A v o i d e r r o r s , s u c h a s :
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Duplicate or missing title tags
Duplicate or missing meta description tags
Cluttered code
COMMON ERRORS THAT
REALLY SCREW YOU UP
A v o i d e r r o r s , s u c h a s :
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Mobile unfriendly
Large image files
Wrong mobile implementation
MOBILE ERRORS THAT
REALLY SCREW YOU UP
A v o i d e r r o r s , s u c h a s :
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Faulty redirects
Not using tags correctly (rel=“alternate” and rel=“canonical”)
CSS doesn’t include rules
MOBILE ERRORS THAT
REALLY SCREW YOU UP
A v o i d e r r o r s , s u c h a s :
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P E R F O R M I N - D E P T H
COMPETITOR RECONNAISSANCE
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K N O W W H AT Y O U R
COMPETITORS
ARE DOING
Check backlinks
Keyword rankings
Pages indexed
Domain age
Page speed
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K N O W W H AT Y O U R
COMPETITORS
ARE DOING
Paid ads
Keyword targets
Type of content
Social media
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o Title tag
o Meta description
o Body text
o Keyword density
o Intent
Review the top 5-10 pages ranked for your keywords
T H E G O A L I S T O B E
BETTER THAN
COMPETITORS
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I D E N T I F Y T H E
PERSONAS FOR SEO
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SEARCH ENGINES WANT
TO UNDERSTAND USERS
Words they use
Questions and concerns
Websites they frequent
K n o w y o u r t a r g e t e d v i s i t o r s :
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U N C O V E R
A GOLDMINE OF
INFORMATION
o Customer service
o Salespeople
Your company is a treasure of information
Talk to those on the frontlines
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U N C O V E R
A GOLDMINE OF
INFORMATION
o Questions asked
o Words used
What to investigate
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GATHER &
USE CUSTOMER DATA
Send out a survey or questionnaire
Large sample
Great for demographic data
Q u a n t i t a t i v e r e s e a r c h
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GATHER &
USE CUSTOMER DATA
Q u a l i t a t i v e r e s e a r c h
Interview existing clients/customers
Focus on words used, motivations, thoughts, etc.
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P E R S O N A
DEFINITIONS
Use persona definitions
from marketing
Don’t have them? No problem!
We’ll figure it out together.
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PERSONA
BUILDING
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D E E P E R A N D B E T T E R
KEYWORD RESEARCH
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BRAINSTORM
FIRST
Think about every possible term
someone could search for
Refer back to your research
within your company!
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ADD OTHER
WORDS
Include synonyms
What are common words associated
with that keyword?
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EXPAND
THE LIST
Use tools to expand your list
Keywords Everywhere (keywordseverywhere.com)
Answer the Public (answerthepublic.com)
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COFFEE
BEANS
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YES…
It’s Still About the Long Tail
of keyword searches are long tail
70 percent
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S i d e n o t e o n …
FEATURED SNIPPETS
Identify a frequently asked question
Answer it simply and directly
Provide additional value
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I D E N T I F Y
USER INTENT
01
It’s not just about one word, it’s about the
topic and what people expect to find
02
Topical density means more
than keyword density
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I D E N T I F Y
USER INTENT
03 Know the meaning behind words
04 Use clarification words
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O R G A N I Z E T H E
WEBSITE STRUCTURE
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B U I L D
CONTENT THEMES
Think of your website like a book filled with chapters
Each category represents a chapter
Fill the chapter with relevant information
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o Know your keywords
o Crawl your website
o Select your landing page
o Organize your pages
o Decide on physical or virtual structure
Follow the steps:
B U I L D
CONTENT THEMES
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O N PA G E
OPTIMIZATION
Take every opportunity to optimize
Follow natural behavior
Don’t overdo it
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< h e a d > < / h e a d >
TITLE
Appears first in the <head> section
Every page needs one
Must be unique for every page
Should be between 62-70 characters
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< h e a d > < / h e a d >
META DESCRIPTION
Appears second in the <head> section
Every page needs one
Must be unique for every page
Should be compelling
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< b o d y > < / b o d y >
HEADINGS
Appears in the <body> section
Should be in order <h1><h2><h3>…
Only one <h1> per page
Keep them short
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< b o d y > < / b o d y >
ANCHOR TEXT
Phrase used to link to a page
Clickable text that describes the linked page
Passes PageRank points
Should be concise
<a href="https://www.amazonservices.com/sell-on-amazon.htm">Sell on Amazon</a>
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< b o d y > < / b o d y >
IMAGE ALT ATTRIBUTES
Used to describe images
Adheres to disability laws
Should be descriptive
Don’t keyword stuff!
<img width="760" height="400" src="https://cdn.searchenginejournal.com/wp-
content/uploads/2017/02/AmazonAlexaSEO-760x400.png" class="attachment-
large_post_thumb single-featured-image wp-post-image" alt="The Complete Guide to
Amazon Alexa SEO" data-jpibfi-indexer="0">
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< b o d y > < / b o d y >
PERFORMANCE
Externalize CSS and JavaScript (if it makes sense)
Combine CSS files and combine JavaScript files
Defer JavaScript loading
No excessive comments and whitespace
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M A K E S U R E T O U S E
SCHEMA MARKUP
Helps search engines understand content meaning
Improves search rankings
Leads to rich snippets (sometimes)
Schema.org
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Source: https://search.google.com/structured-data/testing-tool
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A C T L I K E A P U B L I C I S T T O
ATTRACT LINKS
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BEFORE REACHING OUT
TO WEBSITES
D o y o u r h o m e w o r k :
How trustworthy is the website?
Is it relevant to your site?
Does it appear to be a quality website (demonstrates E-A-T)?
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PROVIDE EXPERT
CONTENT
Use Google News or general Google search
Locate name of the editor or site owner
Offer to write a unique article (not published anywhere else)
L o c a t e r e l e v a n t , h i g h q u a l i t y w e b s i t e s :
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DEVELOP A LINK
ATTRACTOR
B e u n i q u e a n d i n t e r e s t i n g :
In-depth article
Research study
Tool
Video
Content
Coupon
Infographic
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Facebook ads
Conferences
Articles
Press Releases
PROMOTE THE LINK
ATTRACTOR
P u b l i c i z e y o u r c r e a t i o n :
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Controversial topic
Make something mundane funny
Provide an “insider’s” perspective
BE SLIGHTLY EDGY OR
CONTROVERSIAL
M a k e s o m e w a v e s
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T h e S E O S t r a t e g i c P l a n
H E R E s t a r t n o w
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STAY IN TOUCH!
mindy@marketmindshift.com
(480) 750-2252
@mindyweinstein