Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
Reporting: The Best & Worst Part of Your JobDana DiTomaso
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you’ll learn how to make better reports — including automation, design, and goal setting.
(Presented at MN Search, June 21 2019)
(Presented at Learn Inbound, September 2018)
Starting out with a new client or in a new job always feels great — and then you have to deliver a report. Can you even tell if your work produced results? Does anyone care about your content? Why isn’t anyone clicking the thing you want them to click? Maybe if you cram all sorts of information into a 17 page report with 10 point type, no one will notice, right?
Except they will.
Focused Reporting: Fewer Reports that Do MoreDana DiTomaso
Presented at MozCon 2018
With an ever-increasing slate of options in tools like Google Tag Manager and Google Data Studio, marketers of all stripes are falling prey to the habit of "I'll collect this data because maybe I'll need it eventually," when in reality it's creating a lot of noise for zero signal.
We're still approaching our metrics from the organization's perspective, and not from the customer's perspective. Why, for example, are we not reporting on (or even thinking about, really) how quickly a customer can do what they need to do? Why are we still fixated on page views? In this talk, Dana will focus our attention on what really matters.
More Signal, Less Noise: How to Dial in Your Customer ExperienceDana DiTomaso
We have all the data in the world. Analytics! Reviews! Surveys! Heatmaps! Now… what the heck are we going to do with it? Information overload in marketing is a real problem, and you need to figure out where best to spend your limited resources.
In this presentation, Dana will walk you through building a customer experience framework for your organization, including how to tie together separate data points into a cohesive picture of your customers. You’ll learn how to reduce the background noise and build a plan on how to improve customer experience.
Presented at Engage PDX, March 8 2019
Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your communications efforts are having an impact.
The Dawn of Digital Marketing: 6 Key TrendsFIG or out
Truly dawning on the world of digital, it’s a surprising reminder that the iPhone just launched in 2007. The birth of an era really, for since, not only has the way we live our lives changed, but the way marketers operate has dramatically shifted. I have presented 6 key trends for digital in 2015, thanks to SalesForce Connections, presented to the digital marketing audience.
How Do You Keep Your 3D Printing Investors Happy?Bill Decker
The document is an advertisement for the 3D Printing Channel that can help 3D printing firms dealing with angry investors. It uses mock complaints from investors about lack of sales, marketing, online presence, and returns to highlight common problems 3D printing startups face. The ad then promises the 3D Printing Channel can help firms by putting them in front of customers and having experts show companies how to solve these issues through the Channel's media presence in the 3D printing industry.
Building Trust and Value Through Attribution By Dave RigottiMarketing Land
From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: Building Trust and Value Through Attribution - Given by Dave Rigotti, @drigotti - Bizible, Director of Marketing. #SocialPro #23B
Reporting: The Best & Worst Part of Your JobDana DiTomaso
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you’ll learn how to make better reports — including automation, design, and goal setting.
(Presented at MN Search, June 21 2019)
(Presented at Learn Inbound, September 2018)
Starting out with a new client or in a new job always feels great — and then you have to deliver a report. Can you even tell if your work produced results? Does anyone care about your content? Why isn’t anyone clicking the thing you want them to click? Maybe if you cram all sorts of information into a 17 page report with 10 point type, no one will notice, right?
Except they will.
Focused Reporting: Fewer Reports that Do MoreDana DiTomaso
Presented at MozCon 2018
With an ever-increasing slate of options in tools like Google Tag Manager and Google Data Studio, marketers of all stripes are falling prey to the habit of "I'll collect this data because maybe I'll need it eventually," when in reality it's creating a lot of noise for zero signal.
We're still approaching our metrics from the organization's perspective, and not from the customer's perspective. Why, for example, are we not reporting on (or even thinking about, really) how quickly a customer can do what they need to do? Why are we still fixated on page views? In this talk, Dana will focus our attention on what really matters.
More Signal, Less Noise: How to Dial in Your Customer ExperienceDana DiTomaso
We have all the data in the world. Analytics! Reviews! Surveys! Heatmaps! Now… what the heck are we going to do with it? Information overload in marketing is a real problem, and you need to figure out where best to spend your limited resources.
In this presentation, Dana will walk you through building a customer experience framework for your organization, including how to tie together separate data points into a cohesive picture of your customers. You’ll learn how to reduce the background noise and build a plan on how to improve customer experience.
Presented at Engage PDX, March 8 2019
Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your communications efforts are having an impact.
The Dawn of Digital Marketing: 6 Key TrendsFIG or out
Truly dawning on the world of digital, it’s a surprising reminder that the iPhone just launched in 2007. The birth of an era really, for since, not only has the way we live our lives changed, but the way marketers operate has dramatically shifted. I have presented 6 key trends for digital in 2015, thanks to SalesForce Connections, presented to the digital marketing audience.
How Do You Keep Your 3D Printing Investors Happy?Bill Decker
The document is an advertisement for the 3D Printing Channel that can help 3D printing firms dealing with angry investors. It uses mock complaints from investors about lack of sales, marketing, online presence, and returns to highlight common problems 3D printing startups face. The ad then promises the 3D Printing Channel can help firms by putting them in front of customers and having experts show companies how to solve these issues through the Channel's media presence in the 3D printing industry.
Building Trust and Value Through Attribution By Dave RigottiMarketing Land
From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: Building Trust and Value Through Attribution - Given by Dave Rigotti, @drigotti - Bizible, Director of Marketing. #SocialPro #23B
The document provides information about Martin MInchev and his company Flow Ideas, which offers 3D interior solutions such as furniture design and construction, floor planning, and rendering. The company website is listed as www.flow-ideas.com.
From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Measuring Up With Social Analytics. PRESENTATION: Measuring Social Success - Given by Steven Hammer, @armondhammer - Rankhammer, President. #SocialPro #24A
Death of Page One Position One - The Fragmentation of SearchChris Green
The Death of Page One, Position One - "Search", as we know it will change beyond recognition within the next 3-5 years, and this is down to the roll search will play in our day-to-day lives.
Whilst there's a lot to be said here, I cover:
• By way of a brief history of Google, I will cover what this change will likely mean for the user, the marketer and the developer
• The shift towards semantic search and the growing power of context
• Google’s gains in machine learning and what it means for "chasing the algorithm"
• Device diversification and the changing context of search
• What the new world of search could look like and the ramifications
• The shift from keywords to audiences and how that thinking changes how we interact with search
• The way you need to approach marketing to your audiences, whether it is for your website, app or business
This was first delivered at Sync Norwich 23/07/2015 - http://www.meetup.com/syncnorwich/events/221350241/
Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane B...Marketing Land
The document is a transcript of a presentation about attribution and analytics in social media marketing. The key points are:
1) It is important to tag all online activities like social media posts, ads, and website content with utm parameters so interactions can be properly attributed across channels.
2) Micro-conversions like shares, comments, and email signups should be tracked as goals to understand their impact.
3) Attribution models and closed-loop analysis are recommended to better understand how different channels contribute to outcomes like conversions or sales.
The document lists four conditions that would prevent someone from passing something: having a poor credit score, inability to manage credit spending, inability to pay bills on time, and planning to take out a loan in the next 12 months. It also provides tips for applying for credit cards, suggesting to thoughtfully consider applications, spread applications across different banks, recognize the benefits of business cards, and space out applications over time.
A new feature for Instagram, that allows the users to generate top hashtags based on 1 or more keywords. Makes it easier to generate the right hashtags for the users and improve their social sharing experience with Instagram.
This was created as part of my product school curriculum
www.productschool.com @ Toronto
No, Direct Traffic Isn't Driving All Those Conversions By Kiko CorreaMarketing Land
From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: No, Direct Traffic Isn't Driving All Those Conversions - Given by Kiko Correa, @obiwankikobi - Glowforge, Marketing Specialist. #SocialPro #23B
Brighton SEO - Online PR Show - Debunking Digital PR Myths - Ruth BarrettRuth Barrett
Do you avoid sending outreach emails out on Fridays? Think all campaigns deserve links? Then this no-nonsense talk is for you.
Drawing on over a decade's experience in journalism and marketing Ruth Barrett, Digital PR & Creative Team Lead at Aira will dispel common Digital PR myths with insights from journalists.
She will show examples of Digital PR myth-busting in action and show you how to achieve strong, relevant coverage for your clients.
View the original slides accompanied by Ruth's narration here: https://onlineprshow-summer21.heysummit.com/talks/digital-pr-myths-debunked/
The document lists a series of questions for someone considering running for office to ask themselves, including whether they want the job and understand the district, have the necessary time commitment, can articulate their beliefs and discuss issues, raise money and recruit supporters, and are prepared to both win and lose the election.
How to Run Marketing as a Team of One (And Still Crush Your Goals)Susannah Morris
The document provides 10 steps for running marketing as a team of one and still crushing goals. The steps include conducting an audit of current marketing efforts, developing buyer personas, setting clear and realistic goals, creating a marketing strategy, getting buy-in, reusing and recycling content, asking others for help, analyzing results, knowing your limits, and creating a backlog of ideas. The overall message is that it is possible for one person marketing teams to be successful by being strategic and focusing efforts on high impact activities.
Social Media Barometer by Martin WaxmanMartin Waxman
The document discusses Martin Waxman's social media barometer, which highlights 5 topics: 1) Whether semantic search will end serendipity, 2) A new generation gap emerging at age 35, 3) How increased mobility means our online connections are always with us, 4) New media programmers do the work but don't get paid, and 5) Digital-first communications requiring PR to adapt and lead. The barometer is part of Waxman's presentation at the PRSA Western District Conference, and he provides his contact information.
Improved Reporting & Analytics Within Google ToolsDana DiTomaso
Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.
Presented at MozCon, July 15 2019
SearchLove San Diego 2018 | Dana DiTomaso | From Organization-Centric to Cust...Distilled
Customers don't look to brands for great marketing experiences — they focus on their own personal needs. Sounds simple, right? But as marketers, we're often too focused on our expectations of what our brand is that we fail to see things from our customers' point of view. Whether you are an agency or part of an in-house marketing team, join Dana as she walks you through how to understand customer needs, so that your brand serves your customers instead of vice-versa.
Presented at Social Media Breakfast Red Deer. Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your various marketing and communication efforts are having an impact.
Optimize for Engagement: Future-Proof Your Local Search RankingsDana DiTomaso
It’s getting harder and harder to rank in local search results – more businesses than ever have basic citations covered, no one is handing out free links, and social media is just downright noisy. What’s a business to do?Dana will show how to build a marketing strategy by planning your tactics around that signal, and how to show Google that you’re a thriving business that deserves those great rankings.
Presented at Engage PDX, March 9 2017.
Optimizing for Engagement (For SearchLove Boston)Dana DiTomaso
Local marketing signals are getting increasingly crowded - no one is handing out free links, social media is full of noise, and AdWords is getting really expensive. What do we have left? Engagement. In a world where Google is attempting to mimic human behaviour an actual ranking signal could be real engagement from your customers. In this talk, Dana will review how to build a marketing strategy by planning your tactics around your local customers, and how to show Google that you're a thriving business that deserves those great rankings.
Advanced Social Analytics - #iMEDIA2016Dana DiTomaso
The document discusses advanced social media analytics. It emphasizes setting goals that are measurable and can be broken down into key performance indicators, tactics, metrics and reports. Different types of engagement metrics are discussed, noting that not all engagement is equal and some metrics like amplification and conversation rates are more useful. Reporting tools are presented and it is noted that analytics should provide insights rather than just data. Dark social and the limitations of tracking are also covered.
SearchLove San Diego 2019 - Dana DiTomaso - Understanding Your Local Search P...Distilled
We're in a catch-22 of mobile search — lots more people are using mobile search, particularly in local, but less and less of those people are actually tapping on search results and visiting your website. Local has long been a testing ground for no click searches but it's getting harder to build an action plan and track success. In this talk, Dana will review tools you can use to monitor local results (even on a block by block basis!) and provide tips for improving your local presence in both organic and paid results.
Understanding Your Local Search PresenceDana DiTomaso
We're in a catch-22 of mobile search — lots more people are using mobile search, particularly in local, but less and less of those people are actually tapping on search results and visiting your website. Local has long been a testing ground for no click searches but it's getting harder to build an action plan and track success. In this talk, Dana will review tools you can use to monitor local results (even on a block by block basis!) and provide tips for improving your local presence in both organic and paid results.
Presented at SearchLove San Diego, February 2019
Who are we writing for? Choose fact over fiction.Dana DiTomaso
Personas are an integral part of marketing and communications strategies, but they often get written off as being too soft. Well, perhaps that’s because all too often we take personas as a fun opportunity to be creative, when what we actually need to do to be impactful is study real people and real data. The answers to your burning marketing questions are out there, living in the hearts and minds of your current and potential clients and customers — you just need to ask the right questions. Let’s stop guessing about who we’re marketing to and start understanding who we need to engage with.
Presented at Learn Inbound (Dublin, IE) on January 25 2017.
Social Media: People First, "Rules" Second (#MozCon 2016)Dana DiTomaso
You can follow all the “rules” about perfect post length, perfect time to post, perfect image size, and everything else and still not see any financial impact from social media. Dana doesn't think social media should always revolve around community building and group hugs. When you show the right people what they want to see, when they want to see it, you'll start attributing revenue increases to social media efforts.
Building a Reporting Framework for your SaaS CompanyDana DiTomaso
This document provides guidance on building an effective reporting framework for a SaaS company. It recommends starting with defining key performance indicators and the goals of the business. Metrics on trials, customers, and visitor behavior should then be selected and collected through tools like Google Tag Manager. Segments of users should be analyzed to understand how different groups experience the product. Key metrics that can help optimize decisions include conversions by keyword, events over time, and metrics related to page speed and user engagement. The overall message is that collecting and analyzing data is important, but companies must then take action based on the insights.
The document provides information about Martin MInchev and his company Flow Ideas, which offers 3D interior solutions such as furniture design and construction, floor planning, and rendering. The company website is listed as www.flow-ideas.com.
From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Measuring Up With Social Analytics. PRESENTATION: Measuring Social Success - Given by Steven Hammer, @armondhammer - Rankhammer, President. #SocialPro #24A
Death of Page One Position One - The Fragmentation of SearchChris Green
The Death of Page One, Position One - "Search", as we know it will change beyond recognition within the next 3-5 years, and this is down to the roll search will play in our day-to-day lives.
Whilst there's a lot to be said here, I cover:
• By way of a brief history of Google, I will cover what this change will likely mean for the user, the marketer and the developer
• The shift towards semantic search and the growing power of context
• Google’s gains in machine learning and what it means for "chasing the algorithm"
• Device diversification and the changing context of search
• What the new world of search could look like and the ramifications
• The shift from keywords to audiences and how that thinking changes how we interact with search
• The way you need to approach marketing to your audiences, whether it is for your website, app or business
This was first delivered at Sync Norwich 23/07/2015 - http://www.meetup.com/syncnorwich/events/221350241/
Data Rage: Attribution, Analytics and Why Social Analytics Drives Me Insane B...Marketing Land
The document is a transcript of a presentation about attribution and analytics in social media marketing. The key points are:
1) It is important to tag all online activities like social media posts, ads, and website content with utm parameters so interactions can be properly attributed across channels.
2) Micro-conversions like shares, comments, and email signups should be tracked as goals to understand their impact.
3) Attribution models and closed-loop analysis are recommended to better understand how different channels contribute to outcomes like conversions or sales.
The document lists four conditions that would prevent someone from passing something: having a poor credit score, inability to manage credit spending, inability to pay bills on time, and planning to take out a loan in the next 12 months. It also provides tips for applying for credit cards, suggesting to thoughtfully consider applications, spread applications across different banks, recognize the benefits of business cards, and space out applications over time.
A new feature for Instagram, that allows the users to generate top hashtags based on 1 or more keywords. Makes it easier to generate the right hashtags for the users and improve their social sharing experience with Instagram.
This was created as part of my product school curriculum
www.productschool.com @ Toronto
No, Direct Traffic Isn't Driving All Those Conversions By Kiko CorreaMarketing Land
From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: No, Direct Traffic Isn't Driving All Those Conversions - Given by Kiko Correa, @obiwankikobi - Glowforge, Marketing Specialist. #SocialPro #23B
Brighton SEO - Online PR Show - Debunking Digital PR Myths - Ruth BarrettRuth Barrett
Do you avoid sending outreach emails out on Fridays? Think all campaigns deserve links? Then this no-nonsense talk is for you.
Drawing on over a decade's experience in journalism and marketing Ruth Barrett, Digital PR & Creative Team Lead at Aira will dispel common Digital PR myths with insights from journalists.
She will show examples of Digital PR myth-busting in action and show you how to achieve strong, relevant coverage for your clients.
View the original slides accompanied by Ruth's narration here: https://onlineprshow-summer21.heysummit.com/talks/digital-pr-myths-debunked/
The document lists a series of questions for someone considering running for office to ask themselves, including whether they want the job and understand the district, have the necessary time commitment, can articulate their beliefs and discuss issues, raise money and recruit supporters, and are prepared to both win and lose the election.
How to Run Marketing as a Team of One (And Still Crush Your Goals)Susannah Morris
The document provides 10 steps for running marketing as a team of one and still crushing goals. The steps include conducting an audit of current marketing efforts, developing buyer personas, setting clear and realistic goals, creating a marketing strategy, getting buy-in, reusing and recycling content, asking others for help, analyzing results, knowing your limits, and creating a backlog of ideas. The overall message is that it is possible for one person marketing teams to be successful by being strategic and focusing efforts on high impact activities.
Social Media Barometer by Martin WaxmanMartin Waxman
The document discusses Martin Waxman's social media barometer, which highlights 5 topics: 1) Whether semantic search will end serendipity, 2) A new generation gap emerging at age 35, 3) How increased mobility means our online connections are always with us, 4) New media programmers do the work but don't get paid, and 5) Digital-first communications requiring PR to adapt and lead. The barometer is part of Waxman's presentation at the PRSA Western District Conference, and he provides his contact information.
Improved Reporting & Analytics Within Google ToolsDana DiTomaso
Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.
Presented at MozCon, July 15 2019
SearchLove San Diego 2018 | Dana DiTomaso | From Organization-Centric to Cust...Distilled
Customers don't look to brands for great marketing experiences — they focus on their own personal needs. Sounds simple, right? But as marketers, we're often too focused on our expectations of what our brand is that we fail to see things from our customers' point of view. Whether you are an agency or part of an in-house marketing team, join Dana as she walks you through how to understand customer needs, so that your brand serves your customers instead of vice-versa.
Presented at Social Media Breakfast Red Deer. Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your various marketing and communication efforts are having an impact.
Optimize for Engagement: Future-Proof Your Local Search RankingsDana DiTomaso
It’s getting harder and harder to rank in local search results – more businesses than ever have basic citations covered, no one is handing out free links, and social media is just downright noisy. What’s a business to do?Dana will show how to build a marketing strategy by planning your tactics around that signal, and how to show Google that you’re a thriving business that deserves those great rankings.
Presented at Engage PDX, March 9 2017.
Optimizing for Engagement (For SearchLove Boston)Dana DiTomaso
Local marketing signals are getting increasingly crowded - no one is handing out free links, social media is full of noise, and AdWords is getting really expensive. What do we have left? Engagement. In a world where Google is attempting to mimic human behaviour an actual ranking signal could be real engagement from your customers. In this talk, Dana will review how to build a marketing strategy by planning your tactics around your local customers, and how to show Google that you're a thriving business that deserves those great rankings.
Advanced Social Analytics - #iMEDIA2016Dana DiTomaso
The document discusses advanced social media analytics. It emphasizes setting goals that are measurable and can be broken down into key performance indicators, tactics, metrics and reports. Different types of engagement metrics are discussed, noting that not all engagement is equal and some metrics like amplification and conversation rates are more useful. Reporting tools are presented and it is noted that analytics should provide insights rather than just data. Dark social and the limitations of tracking are also covered.
SearchLove San Diego 2019 - Dana DiTomaso - Understanding Your Local Search P...Distilled
We're in a catch-22 of mobile search — lots more people are using mobile search, particularly in local, but less and less of those people are actually tapping on search results and visiting your website. Local has long been a testing ground for no click searches but it's getting harder to build an action plan and track success. In this talk, Dana will review tools you can use to monitor local results (even on a block by block basis!) and provide tips for improving your local presence in both organic and paid results.
Understanding Your Local Search PresenceDana DiTomaso
We're in a catch-22 of mobile search — lots more people are using mobile search, particularly in local, but less and less of those people are actually tapping on search results and visiting your website. Local has long been a testing ground for no click searches but it's getting harder to build an action plan and track success. In this talk, Dana will review tools you can use to monitor local results (even on a block by block basis!) and provide tips for improving your local presence in both organic and paid results.
Presented at SearchLove San Diego, February 2019
Who are we writing for? Choose fact over fiction.Dana DiTomaso
Personas are an integral part of marketing and communications strategies, but they often get written off as being too soft. Well, perhaps that’s because all too often we take personas as a fun opportunity to be creative, when what we actually need to do to be impactful is study real people and real data. The answers to your burning marketing questions are out there, living in the hearts and minds of your current and potential clients and customers — you just need to ask the right questions. Let’s stop guessing about who we’re marketing to and start understanding who we need to engage with.
Presented at Learn Inbound (Dublin, IE) on January 25 2017.
Social Media: People First, "Rules" Second (#MozCon 2016)Dana DiTomaso
You can follow all the “rules” about perfect post length, perfect time to post, perfect image size, and everything else and still not see any financial impact from social media. Dana doesn't think social media should always revolve around community building and group hugs. When you show the right people what they want to see, when they want to see it, you'll start attributing revenue increases to social media efforts.
Building a Reporting Framework for your SaaS CompanyDana DiTomaso
This document provides guidance on building an effective reporting framework for a SaaS company. It recommends starting with defining key performance indicators and the goals of the business. Metrics on trials, customers, and visitor behavior should then be selected and collected through tools like Google Tag Manager. Segments of users should be analyzed to understand how different groups experience the product. Key metrics that can help optimize decisions include conversions by keyword, events over time, and metrics related to page speed and user engagement. The overall message is that collecting and analyzing data is important, but companies must then take action based on the insights.
Not All Sessions are Created Equal - #GetUpliftDana DiTomaso
Marketing reports typically start with website sessions, visitors, and year over year data. But these reports miss an important point -- not everyone who visits your website is a new customer, ready to buy. How are you helping customers engage with you after the sale? Once that sale happens, your customer actually needs you more, but they don't want to be sold to. In this session you'll learn:
1. How to reinforce the message that your customers made a good decision in choosing your company and that you still care about them and their needs.
2. How to use segmentation to strengthen relationships with your current customers.
Beyond Keywords: How To Create Content That Matches Your Buyer’s JourneyMatthew Kay
SEO has changed. It’s no longer about specific keywords and phrases - it’s about topics. That means the old way of conducting keyword research is broken. How can agencies and marketing teams adapt? By evolving their keyword research to be more tailored to topics, and breaking those topics down into the stages of the buyer's journey. This deck, presented at Digitalzone 2018 in Istanbul, will give you the process you need to take your keyword research to the next level and most importantly, increase relevant traffic to your organisation’s website.
SearchLove San Diego 2019 - Vince Nero - Creating Great Content in Boring Ind...Distilled
Let's face it, not all industries are created equal. We can't all write about celebrity gossip or sports news. This session will walk the audience through several actionable tactics for ways to make great, shareable, linkable content in boring industries. Vince will show them examples of companies that have done it successfully and will also explain how they can get it shared, drive backlinks and get it ranking.
Dana Ditomaso discusses the importance of choosing the right metrics to measure for clients and campaigns. Key points include:
- Picking the right metrics may be the most important decision that is made, as choosing the wrong metrics can lead to bad decisions.
- Metrics need to align with client goals, which do not always match internal goals, so multiple reports may be needed.
- When building reports, use principles of data visualization like simplifying information, comparing data over time, exploring different views of data, and being honest about performance.
Choosing Metrics That Matter, State of Search 2015Dana DiTomaso
Dana Ditomaso discusses the importance of choosing the right metrics to measure for clients and campaigns. Key points include:
- Picking the right metrics may be the most important decision, as the wrong metrics can lead to bad decisions.
- Metrics like rankings, bounce rate, and time on site are commonly used but aren't always the best indicators of goals.
- Reports should be tailored to different audiences and include multiple reports. Data should be presented honestly and without ego.
You're already SEOing and you don't even know it.Burns Marketing
There are many aspects of a business that marketers work with to ensure a cohesive approach. In this presentation we discuss the different aspects of a business that can directly or indirectly impact organic visibility in the search engines.
Presentation by Matt Lacuesta for Denver Digital Summit 2016
21st Century Marketing: Human-Cyborg Relations Beyond the Droids and Jedi Mind Tricks
No matter how much technology and the access to marketing communication changes, one thing remains the same – we must still do business with fellow human beings. Search engines are morphing into smart, automated systems (algorithms, machine learning, emerging AI) with the means to present the best answer to a user’s question… sometimes before the user even realizes what they want to ask.
Social media seeks to provide connection and meaning to user experiences. In this Rocks Talk, we will explore how to adapt to this changing marketing environment and optimize our digital presence for both the bots and the users on the other end.
Together we will explore:
User behavior trends
Impact of voice devices like Alexa and Google Home
Continuing changes to how marketing information is served
So you have a website, blog, social media, and other digital platforms, but how do you know if your efforts are worthwhile? How do you know if you should measure unique page views, organic reach, retweets, or some other metric? This presentation explores how to figure out which digital metrics matter most for your organization, and how to use them to take meaningful action and advance your mission. We revieww hich digital metrics matter most for your organization, key metrics (almost) every organization should be capturing, and tools and processes for collecting, reporting, and putting data into action.
This presentation features case studies and how-tos for collecting and reporting data from digital platforms such as websites, blogs, Facebook, and Twitter.
Working together to give 90000 employees a voice — Jamie GarrettIntranet Now
Jamie Garrett, of Invotra, opened the summer conference with a sharp keynote showcasing engagement work and highlighting the benefits of employee voice and employees with a voice.
Similar to Reporting: The Best & Worst Part of Your Job - Dana DiTomaso (MnSummit 2019) (20)
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.
Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
Learn about the different things you can and cannot automate in SEO, saving you time and enabling more advanced work. Discover free tools, such as KNIME, and learn how to use them to begin your automation efforts. Finally, learn what an API is and how it can help you and your SEO work
More from MnSearch, The Minnesota Search Engine Marketing Association (20)
Ready to Unlock the Power of Blockchain!Toptal Tech
Imagine a world where data flows freely, yet remains secure. A world where trust is built into the fabric of every transaction. This is the promise of blockchain, a revolutionary technology poised to reshape our digital landscape.
Toptal Tech is at the forefront of this innovation, connecting you with the brightest minds in blockchain development. Together, we can unlock the potential of this transformative technology, building a future of transparency, security, and endless possibilities.
HijackLoader Evolution: Interactive Process HollowingDonato Onofri
CrowdStrike researchers have identified a HijackLoader (aka IDAT Loader) sample that employs sophisticated evasion techniques to enhance the complexity of the threat. HijackLoader, an increasingly popular tool among adversaries for deploying additional payloads and tooling, continues to evolve as its developers experiment and enhance its capabilities.
In their analysis of a recent HijackLoader sample, CrowdStrike researchers discovered new techniques designed to increase the defense evasion capabilities of the loader. The malware developer used a standard process hollowing technique coupled with an additional trigger that was activated by the parent process writing to a pipe. This new approach, called "Interactive Process Hollowing", has the potential to make defense evasion stealthier.
I’d like to start with an illustration of how most reports are delivered now.
I bet you’ve spent hours and hours on a report, delivering 48 pages of sizzling commentary and no one looked at it.
Do we think the stuff we’re doing isn’t working?
What if we can’t trust the data we’re getting, or it’s incomplete?
I want to talk about all these problems but let’s start with this one.
Because “collect every piece of data we possibly can because we might need it later” is not a system.
Serious question. Why are you marketing what you’re marketing? Why are you doing things the way you are?
People say I need a website or we need to buy ads or whatever… but is that true?
Don’t just jump in. Take a deep breath first. Then ask yourself…
This involves writing up something we call a Goal Charter (explain the charter and how it works)
sample
Sample part 2
Now we can start thinking about tactics. How will the tactics support the charter?
This helps everyone stay laser focused on the goal instead of gut feelings or “this seems popular”
This is where the goal charter really shines because if you think back, we talked about the data we’ll have to measure.
Now you know what you need to support the goals, now you can start to build the report.
We have a problem in digital marketing where we hope this one magical tool purchase will solve all our problems. It won’t, but that doesn’t stop us from trying! I don’t want you to fixate on the tool. I’ll talk about GA because that is what I know best but your own mileage will vary. IT’S YOUR CALL.
First, you’ll need to build a customer journey to figure out how your tools should talk to each other
These are your personas. And I don’t just mean women 40 to 60 for example.
I see this more in some industries than others. DO NOT PAY ATTENTION TO WHAT THEY ARE DOING THEY MIGHT BE WRONG
The quickest lead to sale, the people your sales people liked talking to, the people who left you 5 star reviews.
Ask them questions. What do they enjoy? (phone calls, nurses, etc)
These are your customer stories, their goals that they want to accomplish.
Then you want to list out all the touchpoints that this customer journey could go through.
For example, this is what was done for Rail Europe (go through some of the examples).
You’ll see on the Rail Europe list there are non-branded channels like Expedia. You need to extra watch these because you don’t control them.
Now that you have this list, “run water through the pipes”
You should have a tool/data warehouse inventory so you know what connections need to be made. Do your touchpoints talk to each other? Probably not. You probably have ad to purchase down, but what about pushing a shipping confirmation to GA when a package is delivered, so you can see if delivery time corresponds with repeat purchases, or better reviews?
Otherwise how are you going to tie all this data together?
CID for short. It’s stored in a 1st party cookie for 2 years. If you have a login you can use User ID which tracks across devices – you can use UID like CID if you do.
Whenever you visit a website, you have a CID that’s set in the GA cookie. You can see it using the Analytics Pros Data Layer Inspector extension for Chrome. (Do this on other sites and see what people are measuring, it’s fun!)
You can see how this works in GA now if you go to Audience > User Explorer.
And if you click on any of these, you can see all the details GA has on that CID.
But we can do so much more with this!
Why? Because it isn’t saved in GA in a way that you can see via the API and we’re going to need that in order to tie data together.
Perhaps that sentence made no sense to you. Let me explain.
GA is made up of dimensions and metrics – here is an example of how they work together. I like to think of dimension as the descriptor and metric as the number of times that descriptor happened.
To do this, follow this instruction from Simo Ahava.
This is the real trick – because without getting the CID elsewhere, you won’t be able to tie the data together.
Another how-to, from Mike at Upbuild. Mike talks about putting CRM ID into GA – you can do that, or you can push GA ID into your CRM. Your call! Again, WHATEVER WORKS but you need one place to hold everything. (KP is tweeting the link)
Anything at all. If you can turn it into a hit that GA can understand, they will work with it.
Then, this CID goes into say Salesforce as a custom field that is now associated with that person’s Salesforce contact.
I’ll be honest. You’re going to need to learn a bit about GA and how the measurement protocol works, but
Or another Zapier-ish app of your choice but I am a Zapier fan so that is what we’re doing.
Okay you do need to know a tiny bit of JavaScript but your web developer will be able to add this. UpBuild has made this code available for anyone.
Google has this neat tool called the “hit builder” where you can roll your own calls to GA’s measurement protocol which is how GA records info. (example of a basic pageview hit)
In Zapier, you do the same – this is an example of pushing a closed Salesforce opportunity into a webhook with the hit built. You’ll pull in the Salesforce parameters to populate the fields.
What’s stopping you from trying this out? Definitely test this out until you’re happy with what you’re seeing!
Let’s go over some quick examples!
Are people happier if they buy a certain thing? If you ask did you buy for you or someone else, what do they typically buy? (e.g. when you buy Lego)
For example, GatherUp does have Zapier integration so you could push review scores into GA. It isn’t totally full featured yet but it’s close.
Tie the CID to the loyalty ID and you’re golden. A purchase is a purchase, after all.
Now what?
Because it does, we know it does. HOW ABOUT NEVER EXPORTING A SPREADSHEET EVER AGAIN
Why do I love GDS?
There’s math! There are calculated fields!
I did a whiteboard Friday on this, you should watch it!
You can do some pretty basic quality of life stuff with reports.
Because you can blend data sets in GDS, if you can’t get everything to push back to GA but you could get the CID to other tools, you can blend data sources and use the CID as the connector. For example.
We put this into the document where we outline exactly how their GA and GTM accounts are going to be set up.
This is super hard. I feel like we operate in a very Excel based world and so that’s what we turn to first. But sometimes a table isn’t the best way to support the data!
And if you looked at a 6 year old report you’d still know what was going on.
Do they love printing? What about powerpoint?
Don’t cram lots of shit on a single page just because you can.
Add notes to explain the data. Remember, assume you won’t be there!
What do they call things? Call your report items those things. For example, if a goal is member sign ups, don’t call it “new member conversions” or something like that. Phone calls, not goal 4 phone completions.
Another thing we do is sketch out the reports in advance, usually on cue cards or graph paper.
Try to work in the client’s brand colours if it makes sense. And you don’t need to put their name on the report. They know it’s for them. TALK ABOUT THE WORD CONVERSIONS AND HOW IT IS NOT ON HERE.
I know right? Page 1 doesn’t even cover that. This is hard to give up, we’re so used to starting with this.
They know that a week might look low until it’s done. This is their traffic by channel.
And if they are really that concerned, they can mouse over the chart and see the data.
Free report giveaway!
When you start building your own report, focus on what matters! For this client, people contacting them matter. Yes, if things are going horribly wrong we’ll look at traffic drops, but this is how we are showing them that.
That can extend to filtering out that one page that gets tons of totally useless organic traffic.
Or maybe there is one persona that is important for your site but they aren’t the thing you need to focus on right now or even just in this report.
Here is a real example for one of our clients. A/B/C are good personas, and D is the bad one. This is built on variables that we are capturing from various sources.
Then you can make a report on whether or not people opened the report! Or a zapier that reports to Slack every time a report is opened.
You know, that actual marketing thing that people pay us to do.