Learn Inbound 2016 > Content Marketing's Jerry Maguire MomentSimon Penson
Learn Inbound is Ireland's foremost digital marketing conference. It was also the platform from which Zazzle founder Simon Penson launched a new campaign against the current 'misuse' and 'misunderstanding' of what content marketing is, and how it should be delivered.
Go Long: How to write uncomfortably long and stunningly high-converting copyJoanna Wiebe
In this talk at Learn Inbound (Oct 2016), Joanna Wiebe talks through case studies for ecommerce and SaaS emails. The common theme among the studies? The winning copy was 2 to 3x longer than the control. Watch and download - and get your team on board with using more words to create high-converting websites and emails.
Phil Nottingham runs through tips and strategies for using video across many marketing channels. This presentation was initially delivered at SMX Munich 2018
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeSimon Penson
Content Marketing faces major challenges ahead with increasing competition forcing brands to execute better. That's where brand as publisher comes in. It's content marketing for the next decade!
Copywriting That Converts - Microconf 2013 - By Joanna Wiebe of Copy HackersJoanna Wiebe
Check out Joanna Wiebe's 32-slide presentation for Microconf 2013, called Copywriting That Converts: How to Sell Without Selling Your Soul. Targeted at startups who want to sell more and see the value of conversion rate optimization.
What did the participants think? Follow their thoughts in these tweets: https://twitter.com/search?q=%23microconf&src=hash
WordStream founder, Larry Kim, will reveal the strategies you MUST implement if you want to get 10x MORE VALUE from your paid social media advertising efforts!
Join the webinar to learn:
-How to drive exponentially more traffic to your content
-Tips to convert 3-5x more clicks into leads & sales - all for less than $50 per campaign
-Critical insights into how the algorithm of Paid Social Media REALLY WORKS
Learn Inbound 2016 > Content Marketing's Jerry Maguire MomentSimon Penson
Learn Inbound is Ireland's foremost digital marketing conference. It was also the platform from which Zazzle founder Simon Penson launched a new campaign against the current 'misuse' and 'misunderstanding' of what content marketing is, and how it should be delivered.
Go Long: How to write uncomfortably long and stunningly high-converting copyJoanna Wiebe
In this talk at Learn Inbound (Oct 2016), Joanna Wiebe talks through case studies for ecommerce and SaaS emails. The common theme among the studies? The winning copy was 2 to 3x longer than the control. Watch and download - and get your team on board with using more words to create high-converting websites and emails.
Phil Nottingham runs through tips and strategies for using video across many marketing channels. This presentation was initially delivered at SMX Munich 2018
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeSimon Penson
Content Marketing faces major challenges ahead with increasing competition forcing brands to execute better. That's where brand as publisher comes in. It's content marketing for the next decade!
Copywriting That Converts - Microconf 2013 - By Joanna Wiebe of Copy HackersJoanna Wiebe
Check out Joanna Wiebe's 32-slide presentation for Microconf 2013, called Copywriting That Converts: How to Sell Without Selling Your Soul. Targeted at startups who want to sell more and see the value of conversion rate optimization.
What did the participants think? Follow their thoughts in these tweets: https://twitter.com/search?q=%23microconf&src=hash
WordStream founder, Larry Kim, will reveal the strategies you MUST implement if you want to get 10x MORE VALUE from your paid social media advertising efforts!
Join the webinar to learn:
-How to drive exponentially more traffic to your content
-Tips to convert 3-5x more clicks into leads & sales - all for less than $50 per campaign
-Critical insights into how the algorithm of Paid Social Media REALLY WORKS
Visual guide to selling software as a service by @prezlyPrezly
It took my team years to find an efficient way of getting new customers. First, I’ll show you how we messed up and then how we got on the road to conversion success using the pirate metrics framework.
Sell more churn less: Learn the power of analytics-based customer engagementKissmetrics on SlideShare
As customer engagement automation evolves, the line between analytics and behavioral notifications has begun to blur. In this webinar, we will explore the current customer engagement ecosystem and provide some best practices for eCommerce and SaaS business.
You will learn how to define the right behavioral triggers for your business and use them to increase conversions and retention, and decrease churn.
Find out why collecting an email address on entrance or exit can lead to more net customers through smart behavioral targeting
Turn your dead leads into live customers using smart segmentation for optimal engagement automation
Learn how to identify customers likely to churn, and what to say to them to keep them customers
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
5 Pieces of SEO Advice You Should Definitely IgnoreHubSpot
Need SEO advice? Don't know where to start? This quickfire SlidesShare will bring you through 5 important pieces of SEO advice you should ignore (as well as why!).
If you need more SEO advice, tune into Marketing Grader Live with Kieran Flanagan and Rand Fishkin on October 21st: http://hubs.ly/H01hJ-T0
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
This presentation is a short overview of the basics of online persuasion, the cornerstone of Persuasion Labs(TM). Specializing in convincing users to click (and convert) based on the ethical application of proven, psychological principles of decision-making & persuasion, Persuasion Labs works with ecommerce clients to improve their web usability, IA and messaging... with the help of A/B & multivariate tests to prove results.
SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Dri...Distilled
Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
Sheffield DM #9: Have your cake and eat it: How to write content for SEO & PR...Giorgio Cassella
Slides from Jess Peace, Content Strategist at Rise at Seven, presented at her talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Have your cake and eat it: How to write content for SEO & PR".
Can you imagine a future with no websites? Kevin's presentation looks at how search has evolved over the last 15 years, and predicts what we may have in store over the next 15...
How to build digital PR links without launching a single campaign | Brighton...Louise Parker
You'd be forgiven for thinking that to 'do' digital PR you need to spend time and money on a big campaign or piece of content - but there are actually a number of ways to get links from the press that can be just as effective. This talk will cover the different tactics you can use and show you how to execute them yourself.
Inbound Marketing: Your Competitive AdvantageHubSpot
Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.
Many marketers are banging their heads against the wall
wondering why influencers won’t return their emails or
promote their programs. The reason? Small mistakes can often have a big impact.
To help make your influencer marketing a winner, we have tapped 15 top marketing influencers for reasons they've not responded to a request and included 25 ways to help you win.
Originally delivered at WistiaFest 2016, Phil runs through the different numbers used in video measurement, looking at the common mistakes we make and how we can better use this numbers to quantify success
Generating Ideas for Content Marketing by @staceycavStacey MacNaught
My presentation from Learn Inbound in October 2016 on generating ideas for content marketing projects and campaigns. We've invested a whole lot of time and resource into putting some process into ideation. Here's how we're approaching coming up with ideas for content marketing projects with tactics, tips and tools.
Visual guide to selling software as a service by @prezlyPrezly
It took my team years to find an efficient way of getting new customers. First, I’ll show you how we messed up and then how we got on the road to conversion success using the pirate metrics framework.
Sell more churn less: Learn the power of analytics-based customer engagementKissmetrics on SlideShare
As customer engagement automation evolves, the line between analytics and behavioral notifications has begun to blur. In this webinar, we will explore the current customer engagement ecosystem and provide some best practices for eCommerce and SaaS business.
You will learn how to define the right behavioral triggers for your business and use them to increase conversions and retention, and decrease churn.
Find out why collecting an email address on entrance or exit can lead to more net customers through smart behavioral targeting
Turn your dead leads into live customers using smart segmentation for optimal engagement automation
Learn how to identify customers likely to churn, and what to say to them to keep them customers
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
5 Pieces of SEO Advice You Should Definitely IgnoreHubSpot
Need SEO advice? Don't know where to start? This quickfire SlidesShare will bring you through 5 important pieces of SEO advice you should ignore (as well as why!).
If you need more SEO advice, tune into Marketing Grader Live with Kieran Flanagan and Rand Fishkin on October 21st: http://hubs.ly/H01hJ-T0
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
This presentation is a short overview of the basics of online persuasion, the cornerstone of Persuasion Labs(TM). Specializing in convincing users to click (and convert) based on the ethical application of proven, psychological principles of decision-making & persuasion, Persuasion Labs works with ecommerce clients to improve their web usability, IA and messaging... with the help of A/B & multivariate tests to prove results.
SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Dri...Distilled
Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
Sheffield DM #9: Have your cake and eat it: How to write content for SEO & PR...Giorgio Cassella
Slides from Jess Peace, Content Strategist at Rise at Seven, presented at her talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Have your cake and eat it: How to write content for SEO & PR".
Can you imagine a future with no websites? Kevin's presentation looks at how search has evolved over the last 15 years, and predicts what we may have in store over the next 15...
How to build digital PR links without launching a single campaign | Brighton...Louise Parker
You'd be forgiven for thinking that to 'do' digital PR you need to spend time and money on a big campaign or piece of content - but there are actually a number of ways to get links from the press that can be just as effective. This talk will cover the different tactics you can use and show you how to execute them yourself.
Inbound Marketing: Your Competitive AdvantageHubSpot
Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.
Many marketers are banging their heads against the wall
wondering why influencers won’t return their emails or
promote their programs. The reason? Small mistakes can often have a big impact.
To help make your influencer marketing a winner, we have tapped 15 top marketing influencers for reasons they've not responded to a request and included 25 ways to help you win.
Originally delivered at WistiaFest 2016, Phil runs through the different numbers used in video measurement, looking at the common mistakes we make and how we can better use this numbers to quantify success
Generating Ideas for Content Marketing by @staceycavStacey MacNaught
My presentation from Learn Inbound in October 2016 on generating ideas for content marketing projects and campaigns. We've invested a whole lot of time and resource into putting some process into ideation. Here's how we're approaching coming up with ideas for content marketing projects with tactics, tips and tools.
Selling yourself short: The value youre not reporting on from your digital pr...Laura Crimmons
Most people when they’re briefing or reporting on their Digital PR/Content Marketing activity still seem to be focussed solely on links generated. This session will cover the other value this activity adds and how you can demonstrate and leverage it for clients.
How to Build a Time Machine - LearnInboundHannah Smith
According to Stephen Hawking, all you need is a wormhole, the Large Hadron Collider or a rocket that goes really, really fast.
Hannah has none of those things. But she has spent more time than is probably healthy on the internet and was once described as having an overactive imagination. Armed with only her GCSE in physics she’ll teach you how to build a time machine, and explore other ways to create content which resonates.
Evolve or Die: How Purpose and Authenticity are the Future of BrandsMackenzie Fogelson
Growth requires a very different approach in the digital age. Your organization you must understand its purpose, how that's relevant to your customers and employees, and do the work to prove you are worth their time and attention. The path to growth is different. Purpose is not the only component to an organization’s success, but it’s a big one. It’s time to evolve and lead from purpose.
Don’t be boring! How to craft content to engage in 2016Ed Fry
Attracting people isn’t the problem it used to be. Now anyone can publish and share anything and reach their target audience - power to us!
But, do your emails get opened? Are your blog posts read and shared? Is your “content strategy” really driving engaged, high-value leads? Or are you just looking for another lever to crank up the system - *cough* them damn pop-ups… *cough*
Is there a better way?
In this talk, Ed will share stories and tactical lessons of content that can really stand out and *engage*. You don’t have to be a desperate content marketer any more.
From Recommendation to Implementation - How to GSD! White.net
In this presentation, we’ll show you how to GSD, from recommendation to implementation. It’s great to have a think tank – a team of bright minds coming up with ideas to improve a business. But sometimes blue sky thinking just isn’t enough for reaching business goals. So instead, let’s get practical. What’s the point of having ROIs if you are not implementing the actions researched to improve the business?
The content wars the real power of UGC #searchleeds Danny Denhard
This is my presentation from the first #searchleeds, covering how the power of UGC is almost always underestimated. I use examples from amazon, the FT, airbnb, gopro, LinkedIn, justgiving & Baidu. I also recommend a number of techniques and formats you can use to fully integrate UGC into your product offering
There are several common hurdles that prevent people from getting links, and these aren't always to do how creative or targeted we are, but how persuasive we can be.
Watch my site migration talk here: https://goo.gl/jP1PIM
How to ensure a smooth website migration. Forget the old migration myth - you don't have to suffer any loss of visibility, traffic or revenue!
Building a Social Video Strategy - WistiaFest 2015Phil Nottingham
It's a confusing world full of increasingly disparate and numerous social networks, many of which are building native video platforms, it can be really hard to work out what to do. In this presentation, I try to answer some of the hardest and most common questions about social video marketing.
Engagement and Branding as ranking Signals - SEO - BrightonSEO 2014 Apriltimgrice
Tim Grice presents Engagment & Branding as ranking signals. A strategic overview of how these signals are affecting SEO and harming/benefiting online businesses organic visibility.
Getting Things To Rank: Improve Search Visibility Using EntitiesJustin Briggs
Presentation for SMX London Session: What is Hummingbird & The Entity Search Revolution.
Covers:
Implicit vs. explicit entity search queries
Tokenization
Parts of speech tagging
Lemmatization
Knowledge graph optimization
MQL
Schema.org
Targeting entities
Social media is a must have for businesses. This presentation covers how to improve your footprint and several strategies on how to make your social media life feel more manageable with tips and website resources included.
How the Right Content and Delivery Strategies Double Demand Generation ROITechTarget
Exactly what happens when you integrate your brand investment with demand gen activities?
We analyzed over 400 campaigns and 185,000 in-market prospects to understand:
• What, if any, is the quantifiable impact of branding on consideration?
• Can branding cause changes in consideration over time?
• Does consideration have any effect on the standard KPIs that matter to demand gen marketers, specifically, on things like click through rate?
This E-Book from TechTarget, HG Data and Bedrock Data details the results of the research and helps you learn how to benchmark against the industry averages for conversion rates at different layers of the funnel.
We’re entering a new era of social media marketing — one based on information and
rationalization. It's not just about measuring tweets, re-tweets and followers.
These slides demonstrate a few methods on how to measure your Return of Investment (ROI).
This presentation was delivered by Maria McGowan at PodCamp Halifax in January 2011.
RNLI - Beyond vanity metrics: setting objectives for your social channels | S...CharityComms
Rich Ward, social media manager, RNLI
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
It may be easier than ever today to collect data, but many marketers still find themselves scratching their heads when trying to decide how best to sift through it to uncover the gems. What’s often even more difficult, however, is developing reports that incite action and encourage future investment in the right strategies and optimizations – especially when findings challenge the status quo.
In this session, Ben Magnuson, Senior Data Strategist at One North, explore how to deliver reports that your stakeholders will actually care to read. Specifically, he dives into how you can shift your reporting strategy to ensure you are:
* Establishing the right baselines and goals to help you more accurately benchmark your progress towards KPIs
* Moving beyond simply showing your work to provide the right level of context around data trends that matter
* Including stakeholders in the development of metrics to prevent surrogation, or the confusion of strategic intent with the metrics meant to represent it
* Creating an influential narrative around your results that helps you overcome bias, combat conventional thought and improve decision making
Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
Why is content marketing critical for a healthy business?Scott MacFarland
Content has become noticeably more popular in
recent years. You have probably seen on many of
the social media channels the onslaught of articles,
infographics, blogs, photos, social posts and videos
all trying to communicate a message and compete
for the readers’ attention.
!
All types of companies, big and small as well as
entrepreneurs, and consultants are producing
content to let their voice be known, all while trying
to carve out their own slice of the market. It’s a
daunting task to say the least. What’s even more
challenging is the marketer’s job of trying to capture
the attention of the people most important to them
and measure the efficacy of their content.
Today and tomorrow in the world of emailPhillip Smith
A review of where email is going by looking at where it has come from. Are the lessons of the past relevant for the future? And what technology, innovation and consumer insight is driving change in the email channel.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
Evolving Beyond Analytics - Getting To Meaningful MeasurementThe Content Advisory
A presentation on content marketing measurement that I did at the #BCon Event in Toronto Canada. This presentation discusses the measurement pyramid - and how working toward a more structured series of measurements and reporting can help us drive toward meaning instead of mediocrity.
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
Why publisher traffic numbers are damaging PRs' reputation Stella Bayles
Stella Bayles was joined by fellow AMEC members and PRCA Innovation teammate, Andrew Smith to host a special AMEC Measurement month webinar that invited PR practitioners to take a fresh view on ‘reach’ in campaign measurement.
Focusing on monthly traffic figures often used in ‘reach’, Andrew shared research and findings on the uncomfortable truth of how many people really view media coverage.
Stella shared insight from marketing budget decision makers and marketing attribution analysts that confirmed PR is often left out of marketing evaluation and budget decisions because of inflated, meaningless ‘reach’ or ‘opportunities to see’ figures that include total monthly publisher traffic.
Stella and Andrew presented how taking a more realistic approach to coverage views not only gains more trust among report readers, it also puts you in a better position to compete in the comparison game with other lines of marketing which is crucial in budget decision time.
Stella shared details on how the ‘Estimated Coverage Views’ metric is calculated in the CoverageBook tool and how one in-house PR team now requests its PR agencies to report with this metric so they can evaluate and compare earned performance with paid, owned and social.
For more info on inflated 'reach' numbers and on the CoverageBook Estimated Views metric go to https://coveragebook.com/for/credible-reach-numbers/
Similar to Phil Nottingham - How the best strategies start with the right metrics (20)
Turning A Neglected YouTube Channel into a Traffic Generation MachinePhil Nottingham
In this talk, performed at BrightonSEO April 2023, Phil Nottingham breaks down the steps to turning a neglected YouTube Channel into a resource that generates loads of views and drives traffic to your website.
Big Brand Video Advertising on a Small Business BudgetPhil Nottingham
In this talk, first performed at BrightonSEO 2019, Phil breaks down the problems with the way most big brands are approaching video advertising and offers some advice for how small businesses can gain a competitive advantage by being more strategic in their measurement, their processes and their creative direction.
Building a Brand with Video - #SearchLove London 2014Phil Nottingham
I find it very irritating that so many big creative and advertising agencies make a lot of money while reporting on bad metrics. In this presentation from SearchLove London 2014, I reframe how we should be thinking about building a brand with video - covering style, content, distribution and measurement
Incorporating Video into your Link Building StrategyPhil Nottingham
Distilled's Phil Nottingham explains how you can do to effectively and cheaply integrate video into your content strategy - covering the creative and technical aspects of link building with video content.
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
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.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
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.
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
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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
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
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
12. The app was used primarily by
Boston techies, who have a lot
more money than the majority
of the population
13. And so the data suggested
that the potholes in the rich
parts of the city were causing
the most problems
14. GARY KING, HARVARD UNIVERSITY
“This was an example of really bad analytics
and it’s even worse because it’s the kind of
thing that feels like it should work and does
work a little bit.”
15. What they think they’re solving for
The most problematic potholes
30. When you use last-touch
attribution, this is how you
end up valuing the different
parts of your website…
31. Product Support Blog Pricing Contact
Pretty
good!
Meh?
Rubbish
Great!
Amazing!!!
32. MATTHEW ZOOK, UNIVERSITY OF KENTUCKY
“Once something gets measured and put into
a model then everything starts optimising
around that metric.”
33.
34. No-one in their right minds would read this
blog post and then buy a car insurance
policy, but when you value your content by
how it contributes to conversions… then you
end up trying to make that happen.
35. A slightly better way to
measure value is a linear or
time decay model
47. Even with linear or even first
touch attribution, this looks like
incredibly poor return
48.
49. But… maybe we can measure
the value of this TV spot instead
as if it were a bit of TV coverage
50.
51. The way TV was historically
measured was via impressions
and how it contributed to brand
salience (as determined by
recall surveys)
52. This was an ok way to measure
TV 30 years ago, when there
wasn’t many other marketing or
advertising channels available
53. But today… there’s just too
much noise to make such data
meaningful. Brands who still
measure in this way
dramatically over value TV
54. AN ALL TOO COMMON RESPONSE TO THIS PROBLEM
“Lets temporarily stop all other brand activities so
we can properly measure PR…”
55. But we know that PR, or advertising,
or other brand building activity never
works in isolation. Stopping
everything necessarily reduces the
efficacy of the activity you’re trying
to measure.
97. What you should be doing
Creating content on channels appropriate for
the goal and audience
98. Goal
Audience
Channel
Content
Distribution
Metrics
KPI
What are you trying to achieve?
Who are you trying to reach?
Where can you reach them?
How can you meaningfully engage on this channel?
How can you get your content to the right people?
What can you accurately measure?
What’s a good proxy to measure the goal?
Strategy Questionnaire
99. Here’s an example of how we
recently applied this plan to
Facebook video
110. This lead to a 30% increase in
overall page likes over the duration
of the campaign, at a cost of about
$2 per like.
111. • Bad Data < No Data
• Measure everything, but always optimise for just one KPI
• Only use ROI for direct response & conversion activities
• Ensure alignment of content with channel and audience
• Tie everything back to the goal
Takeaways