Companies like Facebook only hire technical marketers. This is fast becoming the new normal. In his session, Mike will walk us through how to foster a tech-savvy, cross-disciplinary marketing team with the right set of tools and methodologies to produce effective results for your brand.
Erin of Home Depot talks about what really makes users engage, how to measure what's working, and putting together assessments you can take action on immediately.
Increasing Your Content IQ by Jordan Koene - #SEJSummit AtlantaSearch Engine Journal
Jordan will cover techniques and tools for converting raw data into meaningful, easy-to-understand information that your team can use for content ideas and campaigns that will achieve transformative results.
Creating Behavior-Changing Content by Grant Simmons - #SEJSummit AtlantaSearch Engine Journal
'Tickles' are a search marketer’s secret weapons of influence, helping drive consumers into buying mindsets and inspiring demand where none exists. Through real world examples, Grant explains how to research, create, and promote content that is designed to entertain and educate.
SEJ Summit 2017: Conversions in a Landing Page-Less World by Purna VirjiSearch Engine Journal
Presenter: Purna Virji, Senior Training Manager
Description: Explore chatbots, digital personal assistants, and artifical intelligence with Purna in this no holds-barred presentation!
In the not so distant future, there is a good chance all of Google’s algorithms will be powered by machine learning. What does this mean for SEO? How can brands prepare for this future? Larry Kim shares his expert opinion in this fast-paced session.
Presenter: Jenny Halasz of JLH Marketing, Inc.
Description: Mobile now represents 65% of digital media time. How do you know if your site is successfully converting and serving your mobile customers? Jenny walks us through the reports that will tell you if your mobile game is measuring up.
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...Distilled
Discover how you can increase the performance and velocity of your testing program. Stephen will share his experience at Conversion.com, the UK’s biggest conversion optimisation agency. You’ll learn how to develop a process for personalisation (and avoid the mistakes most people make), how to accelerate your testing (with an advanced framework for prioritisation), and how to run advanced tests on product and price.
Erin of Home Depot talks about what really makes users engage, how to measure what's working, and putting together assessments you can take action on immediately.
Increasing Your Content IQ by Jordan Koene - #SEJSummit AtlantaSearch Engine Journal
Jordan will cover techniques and tools for converting raw data into meaningful, easy-to-understand information that your team can use for content ideas and campaigns that will achieve transformative results.
Creating Behavior-Changing Content by Grant Simmons - #SEJSummit AtlantaSearch Engine Journal
'Tickles' are a search marketer’s secret weapons of influence, helping drive consumers into buying mindsets and inspiring demand where none exists. Through real world examples, Grant explains how to research, create, and promote content that is designed to entertain and educate.
SEJ Summit 2017: Conversions in a Landing Page-Less World by Purna VirjiSearch Engine Journal
Presenter: Purna Virji, Senior Training Manager
Description: Explore chatbots, digital personal assistants, and artifical intelligence with Purna in this no holds-barred presentation!
In the not so distant future, there is a good chance all of Google’s algorithms will be powered by machine learning. What does this mean for SEO? How can brands prepare for this future? Larry Kim shares his expert opinion in this fast-paced session.
Presenter: Jenny Halasz of JLH Marketing, Inc.
Description: Mobile now represents 65% of digital media time. How do you know if your site is successfully converting and serving your mobile customers? Jenny walks us through the reports that will tell you if your mobile game is measuring up.
SearchLove London 2016 | Stephen Pavlovich | Habits of Advanced Conversion Op...Distilled
Discover how you can increase the performance and velocity of your testing program. Stephen will share his experience at Conversion.com, the UK’s biggest conversion optimisation agency. You’ll learn how to develop a process for personalisation (and avoid the mistakes most people make), how to accelerate your testing (with an advanced framework for prioritisation), and how to run advanced tests on product and price.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...CXL
Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Match...CXL
Each page of yours sales funnel has a purpose - it’s part of your customers’ journey. You don’t want to confuse people by trying to cross sell a similar product to them in the shopping cart and you don’t want to keep them away by having a really weird homepage. This session will do a walk through of the do-s and don’t-s of the key steps of your sales funnel.
SearchLove London 2016 | Tom Anthony | SEO Split-Testing - How You can Run Te...Distilled
Google is a black box, and for almost 20 years SEOs have run experiments and tested ideas trying to understand what makes the search engine tick. Until recently, it's been really hard to run robust tests that isolate the effects of SEO changes. At Distilled, we have been using new tools and statistical approaches to run split-tests. In this session, Tom is going to talk about how you can run your own A/B tests, some of the experiments we've run and the results we've seen, and share some thoughts about the future of SEO testing.
Are you wondering if you are sending the right messages to the right audience? How will you know if your website visitors are really your target customers?
Join Erin Everhart, Lead Manager for Digital Marketing - SEO of The Home Depot for a presentation about strategies on how to rise above the advertising clutter, and ensure that your messages are communicated to the right customers.
Why We Love Webestimate (And You Should, Too!)Webestimate
Fair quotes, accuracy, qualified players and kick-ass projects! There are just a few reasons why we love Webestimate!
Do things right, the #Webestimateway!
Join us and expect to fall in love, too!
SEO is fragile.
With engineers, designers, product managers, marketing managers, and sometimes even CEOs dipping their hands into the complex SEO mix, things can inevitably go awry.
Simple changes to titles, headers, and especially the meta robots tag can wreak havoc on traffic and revenue.
To exasperate matters, technical SEO is becoming more complex with the growth of JS frameworks, dynamic rendering, the growth of AMP, and transition to the mobile-first index.
In this webinar, Mark Munroe, CEO at SEORadar, will demonstrate how to easily integrate SEO testing into the QA process to prevent SEO problems from ever going live.
You will learn:
– An SEO testing process that will help you avoid failed migrations, rogue redirects, inadvertent noindexing, disappearing tags, and more.
– Why the key to safe SEO is catching problems before they get deployed.
– How to use audit tools, especially change monitoring, to catch inadvertent problems.
By using a hypothesis model (similarly to CROs) for SEO, you can improve how effective your recommendations are. You can use SEO AB-testing to then measure the impact of those recommendations.
SearchLove London 2016 | Amy Harrison | Stand out to YOUR Crowd: A Simple Fra...Distilled
Customers aren’t just inundated with marketing messages, they’re inundated with the same messages. The result is people are learning to ignore what they’ve seen before. In this talk you’ll get a framework for writing copy that breaks through that noise, sounds different from competitors and, speaks to your customers’ desires while selling the value of what you do.
In this presentation, Steven van Vessum, VP of Community at ContentKing, shares how to finally take a proactive stance in your SEO processes as you catch (and resolve!) problems before they impact your rankings.
Learn:
- How to catch bugs and problematic content changes before they have an impact to your SEO.
- Common SEO mistakes and why they happen.
What processes and tooling you can use to prevent costly SEO mishaps.
- Search engines never sleep. They are continuously crawling your site to update their indexes.
As an SEO, it’s your goal – and responsibility – to ensure that they can do so as smoothly as possible and stay up-to-date with your website’s content.
Your tooling and processes need to be aligned with this “always-on” dynamic.
Effective SEO work requires full situational awareness at all times. Google doesn’t care what your website looked like earlier this week when you ran that SEO audit – it’s assessing how it looks right now.
People make mistakes, bugs get shipped to production, and people make problematic content changes that impact your SEO traffic.
Van Vessum walks you through how to establish an SEO process that incorporates quality control.
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...Search Engine Journal
Accelerated growth and agile marketing tactics aren’t just for startups. Kevin will review examples and how-tos on startup techniques that he’s deployed successfully with enterprise level marketing teams, focusing on funnel improvement and paid advertising.
[Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care ...CXL
Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
@Kissmetrics #KissWebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
@Kissmetrics #KissWebinar @tbcali
1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
• Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com
Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
• 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
A/B Testing Beyond Click Conversions
ORIGINAL
VARIANT
SIGNUPS
Signups Install JS
Custom Data
Custom Data Opportunities Created
SOCIAL AD FUNNEL
TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
SEO split tests you should run - Will CritchlowWill Critchlow
My BrightonSEO deck September 2016. Why and how to run SEO split tests, and some lessons we have learned from running our own tests via our DistilledODN platform.
Looking at 3 Years of Google Penguin Updates and Beyond at #BrightonSEOChristoph C. Cemper
The Google Penguin updates launched first in 2012 changed the landscape for SEO and Link Building. This talk looks at the learnings, insights and outlook for the future. If you’re serious about SEO and marketing in general, don’t miss this session.
7 YouTube Tactics to Grow a Large FollowingAntoine Dupont
If you are looking for a new way to increase your email subscribers and get the latest YouTube marketing tactics needed for organic growth, view this webinar and slide deck today.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...CXL
Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Match...CXL
Each page of yours sales funnel has a purpose - it’s part of your customers’ journey. You don’t want to confuse people by trying to cross sell a similar product to them in the shopping cart and you don’t want to keep them away by having a really weird homepage. This session will do a walk through of the do-s and don’t-s of the key steps of your sales funnel.
SearchLove London 2016 | Tom Anthony | SEO Split-Testing - How You can Run Te...Distilled
Google is a black box, and for almost 20 years SEOs have run experiments and tested ideas trying to understand what makes the search engine tick. Until recently, it's been really hard to run robust tests that isolate the effects of SEO changes. At Distilled, we have been using new tools and statistical approaches to run split-tests. In this session, Tom is going to talk about how you can run your own A/B tests, some of the experiments we've run and the results we've seen, and share some thoughts about the future of SEO testing.
Are you wondering if you are sending the right messages to the right audience? How will you know if your website visitors are really your target customers?
Join Erin Everhart, Lead Manager for Digital Marketing - SEO of The Home Depot for a presentation about strategies on how to rise above the advertising clutter, and ensure that your messages are communicated to the right customers.
Why We Love Webestimate (And You Should, Too!)Webestimate
Fair quotes, accuracy, qualified players and kick-ass projects! There are just a few reasons why we love Webestimate!
Do things right, the #Webestimateway!
Join us and expect to fall in love, too!
SEO is fragile.
With engineers, designers, product managers, marketing managers, and sometimes even CEOs dipping their hands into the complex SEO mix, things can inevitably go awry.
Simple changes to titles, headers, and especially the meta robots tag can wreak havoc on traffic and revenue.
To exasperate matters, technical SEO is becoming more complex with the growth of JS frameworks, dynamic rendering, the growth of AMP, and transition to the mobile-first index.
In this webinar, Mark Munroe, CEO at SEORadar, will demonstrate how to easily integrate SEO testing into the QA process to prevent SEO problems from ever going live.
You will learn:
– An SEO testing process that will help you avoid failed migrations, rogue redirects, inadvertent noindexing, disappearing tags, and more.
– Why the key to safe SEO is catching problems before they get deployed.
– How to use audit tools, especially change monitoring, to catch inadvertent problems.
By using a hypothesis model (similarly to CROs) for SEO, you can improve how effective your recommendations are. You can use SEO AB-testing to then measure the impact of those recommendations.
SearchLove London 2016 | Amy Harrison | Stand out to YOUR Crowd: A Simple Fra...Distilled
Customers aren’t just inundated with marketing messages, they’re inundated with the same messages. The result is people are learning to ignore what they’ve seen before. In this talk you’ll get a framework for writing copy that breaks through that noise, sounds different from competitors and, speaks to your customers’ desires while selling the value of what you do.
In this presentation, Steven van Vessum, VP of Community at ContentKing, shares how to finally take a proactive stance in your SEO processes as you catch (and resolve!) problems before they impact your rankings.
Learn:
- How to catch bugs and problematic content changes before they have an impact to your SEO.
- Common SEO mistakes and why they happen.
What processes and tooling you can use to prevent costly SEO mishaps.
- Search engines never sleep. They are continuously crawling your site to update their indexes.
As an SEO, it’s your goal – and responsibility – to ensure that they can do so as smoothly as possible and stay up-to-date with your website’s content.
Your tooling and processes need to be aligned with this “always-on” dynamic.
Effective SEO work requires full situational awareness at all times. Google doesn’t care what your website looked like earlier this week when you ran that SEO audit – it’s assessing how it looks right now.
People make mistakes, bugs get shipped to production, and people make problematic content changes that impact your SEO traffic.
Van Vessum walks you through how to establish an SEO process that incorporates quality control.
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...Search Engine Journal
Accelerated growth and agile marketing tactics aren’t just for startups. Kevin will review examples and how-tos on startup techniques that he’s deployed successfully with enterprise level marketing teams, focusing on funnel improvement and paid advertising.
[Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care ...CXL
Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
@Kissmetrics #KissWebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
@Kissmetrics #KissWebinar @tbcali
1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
• Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com
Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
• 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
A/B Testing Beyond Click Conversions
ORIGINAL
VARIANT
SIGNUPS
Signups Install JS
Custom Data
Custom Data Opportunities Created
SOCIAL AD FUNNEL
TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
SEO split tests you should run - Will CritchlowWill Critchlow
My BrightonSEO deck September 2016. Why and how to run SEO split tests, and some lessons we have learned from running our own tests via our DistilledODN platform.
Looking at 3 Years of Google Penguin Updates and Beyond at #BrightonSEOChristoph C. Cemper
The Google Penguin updates launched first in 2012 changed the landscape for SEO and Link Building. This talk looks at the learnings, insights and outlook for the future. If you’re serious about SEO and marketing in general, don’t miss this session.
7 YouTube Tactics to Grow a Large FollowingAntoine Dupont
If you are looking for a new way to increase your email subscribers and get the latest YouTube marketing tactics needed for organic growth, view this webinar and slide deck today.
Digital Marketing Strategies B2B Companies Must UseJoe Martinez
My slides from BizExpo 2017. Originally presented on 5/24/17 at Potawatomi Hotel & Casino. Users in attendance learned B2B strategies to help grow their businesses online.
The Day After Tomorrow: When Ad Blockers Stop All Analytics PlatformsSamuel Scott
Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.
Digital Advertising Beyond Google and FacebookJoe Martinez
When people think of online advertising the first places marketers go to usually are Google and Facebook. While there is nothing wrong with these channels, businesses have more options than Google and Facebook. Attendees will see they have more options than ever before to find their target audience and drive business whether they are B2B, ecommerce, or a brick & mortar location. Besides Google and Facebook, this session will go over how businesses can utilize YouTube, Bing, Quora and Waze to drive more sales at a lower cost. Attendees will get an understanding of what targeting options they have for each channel. They will also learn which channel is the right fit for each stage of the buyers funnel. We will also cover what type of ad content and copy works better on each channel to help moving the user along the buyers journey.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Grant Simmons, VP, Performance Marketing, Homes.com @simmonet
The Avengers guide to building a performance marketing program with the right mentality, team, tactics, and tools to survive any lead apocalypse. Take a dive into some real-world examples Homes.comleverages across multiple channels to build successful and ‘soon-to-be-successful’ performance marketing programs. This lively presentation will provide a framework for almost any business to avoid likely pitfalls, crushing disappointment, and Thanos’ wrath (though that last one isn’t guaranteed for at least half the attendees.)
What The Crap is Next for Social Media?Eric T. Tung
What's next after SoLoMo? What are the bigger trends taking over Social Media in the next five or ten years? Check out these six macro trends: Consolidation of Social Networks, Social Tool Aggregation, Crowdsourcing, Sharing Economy, Big Data and The Quantified Self.
Taking your Digital Marketing from 0 to 100mphVolume Nine
Are you a startup or new brand? Are you launching a brand new product? Starting from scratch is difficult, but planning a holistic digital marketing strategy will help take your bright-eyed unicorn and deliver it to the masses- all on a tight budget.
TechSEO Boost 2018: The Statelessness of Technical SEOCatalyst
Is there a state of technical SEO? Or is it simply a function of what’s happening with tech in broader disciplines like data/analytics, digital marketing, and web development? Join this session to get Mike King’s take on the state, or rather, statelessness of technical SEO. He’ll share the things you need to know to build an authentic picture of your technical SEO program and get on Google’s level.
Similar to Technical Marketing: The New Normal by Michael King - #SEJSummit Atlanta (20)
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
The world of SEO has been in a constant state of upheaval for the past 18 months. But what hasn't changed?
Getting quality backlinks is one of the hardest parts of SEO, and Google is still committed to ensuring that link spam doesn't affect the quality of results. It’s crucial you know how to build a strategy around these parameters.
Join us as we review what’s currently working in the world of link building, and how you can develop a winning content and link building strategy in 2024.
You’ll learn:
Top strategies for guest posting, resource link building, digital PR, and more.
The tactics & strategies to avoid when building links.
Creating a future-proof approach to link building for your business.
With Michael Johnson, we’ll review what he and his team have learned in the first part of 2024, along with what's working for their clients.
If you’re looking for an approach for consistent link acquisition that you can use to earn quality backlinks, then this webinar is for you.
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
Imagine you're rowing crew. If even one person rows in the wrong direction, the boat turns in circles.
Your B2B go-to-market is the same way.
Watch to discover how to craft a compelling brand and PMF, as we walk through the critical infrastructure you need, and the reliances and dependences of the core digital marketing disciplines.
You’ll hear:
- Why traditional marketing silos are doomed to fail (now more than ever).
- How to identify your silos and plug your biggest leaks.
- How to successfully integrate brand strategy, digital infrastructure, and pipeline generation.
With Ben Childs and Jordan Gibson, we’ll explore why having a cohesive brand, infrastructure, and pipeline generation effort are critical to success in your business.
If you’re wondering how to create a holistic strategy that avoids the pitfalls of silos and poor content while still driving revenue, then this webinar is for you.
It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition.
So how can you ensure you’re maximizing ROI on your ad spend?
Let us help.
Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time.
We’ll show you:
- How to reduce costs while maximizing ROI using the entire Google Ads ecosystem.
- The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience.
- How to set up Google Shopping feeds flawlessly with Google Merchant Center Next.
In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics.
If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesSearch Engine Journal
The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection.
Are you ready?
Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world.
You’ll learn:
- What the death of third-party cookies means for your current marketing strategies.
- What marketers should be doing to prepare for these changes.
- Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection.
Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next.
If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you.
Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Search Engine Journal
In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies.
Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success.
You’ll learn expert tips for:
- Driving efficiency in paid media campaigns.
- Working towards long-term success.
- Leveraging cross-channel strategies.
Integrating CRO with Paid channels to deliver optimum results.
With Tim Murphy and Susovan Ray, we’ll explore a scalable and sustainable acquisition framework to support long-term growth objectives.
Whether you're a marketing leader seeking practical strategies or a performance marketer looking to enhance your company's digital presence, this webinar will equip you with insights needed to break through barriers and achieve success in digital acquisition.
Looking to build a PPC strategy that will increase your leads up to 3 times in 2024?
Check out this webinar as we unlock the secret to Redesign's time-tested Google Ads strategies that have skyrocketed their lead gen strategy. You’ll get the keys to success for lead gen mastery based on their launch process, keyword selection, ad copy and more.
Chris Sosnowski of Redesign will show you bidding strategies, along with critical mistakes to avoid, so you can propel your paid strategies to success.
You’ll learn:
- An A-Z successful lead generation strategy based on proven case studies.
- The major pitfalls in lead generation, and what you should do instead.
- How to navigate Google's recommendations, and separate the good from the bad.
Chris will also share examples of how Redesign has turned underperforming accounts into success stories, and how you can do the same with your business.
You’ll hear firsthand accounts of how Redesign has supercharged the impact of home service contractors using their PPC blueprint, along with ways you can apply it to your 2024 strategy.
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.
So how do you identify and take advantage of these opportunities for growth?
Watch this webinar as we explore a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.
You’ll learn:
- Fresh methods for measuring your content's impact.
- Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
- Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.
With Bill Franklin and Oliver Tani of DAC Group, we'll unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy.
You’ll also get insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.
Whether you're a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.
Your website’s technical health is crucial to its overall performance – not only to succeed in SEO but also to drive more user engagement, conversions, and ultimately, revenue.
Check out this webinar as we discuss the key areas of website health you need to focus on in 2024, and provide actionable tips for how to get the right platforms and processes in place to improve all your key site health metrics.
You'll learn:
- Why SEOs and website managers need to expand their view beyond content and keywords for maximum business results.
- Tips for improving your website's technical health (including crawlability, indexability, site speed, accessibility and more).
- How to build streamlined connected website health workflows to align your team and resolve issues faster.
With Richard Barrett and Matt Ford of Lumar, we’ll dive into ways to enable faster fixes and cause less stress for everyone involved.
With these tips, you’ll come away with ways to improve efficiency and efficacy, streamlining your website health improvement processes and ensuring every member of your team is on the same page.
With all of the updates to Google’s SERP features, it can be a challenge to know which strategies can keep you visible in the midst of recent developments.
Let us help.
Join us for a deep dive into all things SERP features, what they are, and why they’re important. We’ll also show you how you can snag some for your own business.
STAT’s Senior Search Scientist, Tom Capper, will show you all you need to know to craft an end-to-end strategy, with the latest research on SERP features in 2024, including how frequently each is appearing, and how much visibility each is driving, with comparative analysis across device type and geographic market.
We’ll show you:
- An overview of SERP features: what they are, why they’re important, and what’s new.
- How the top 5 SERP features stack up with fresh data on prevalence and share of voice.
- How to craft your own tailor-made SERP feature strategy to win visibility.
You’ll come away knowing how to uncover strategic SERP feature insights in your space for content, competitive research, and on-page optimizations, in order to boost your organic presence.
Ready to learn how to incorporate a more robust approach to SERP features into your SEO strategy? Check out this webinar!
In 2023, Google delivered several impactful algorithm updates that have changed the SEO landscape.
It’s time to adapt your 2024 strategy to account for these drastic changes.
Watch this webinar for an in-depth, actionable recap of the need-to-know Google updates from 2023, along with key predictions for 2024. You'll walk away with a crystal clear understanding of Google's focus and where it's headed, plus actionable tips to drive more qualified organic traffic in 2024.
You’ll also learn:
- The top Google updates from 2023, including core updates and the Helpful Content Update.
- Predictions on Google’s core areas of focus in 2024, and how they impact your strategy.
- Proven insights on how to align your SEO efforts for greater visibility and increased organic traffic.
With Spencer Stein, Strategic Account Director at Conductor, and Nick Gallagher, SEO Team Lead at Conductor, we’ll dive into all the major updates of 2023, crafting strategic insights to boost your SEO success in the year ahead.
If you’re looking to achieve SEO success in a changing landscape, buckle up for this high-value webinar.
Not sure what to focus on to improve your website's rankings? Wondering which tactics can lead to quick SEO wins?
Instead of optimizing 800+ meta descriptions and calling it a day, there are easy ways you can win the heart of your clients and save time doing it.
Check this webinar for an exclusive demonstration from Ahrefs, as they show you 10 quick optimization wins, and how you can achieve them using their tools.
You’ll learn:
- How to monitor content decay and take action.
- How to uncover content opportunities and gaps between you and your competitors.
- How to boost your rankings with internal linking and other link building tactics.
- How you can prioritize technical issues and resolve critical issues quickly.
Andrei Țiț, Product Marketer at Ahrefs will show you how you can prioritize the SEO tasks with the highest impact, and how Ahrefs can help complete them within seconds.
Watch and discover 10 quick and easy SEO wins to boost your site’s rankings.
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysSearch Engine Journal
Struggling to earn links from journalists and the press?
Digital PR for SEO has quickly become an alternative to traditional link building. However, earning links from the press can be a challenge creatively.
That’s where we come in.
Watch this as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.
You’ll learn:
- The process and tools to earn press links in just 30 days.
- A scalable process to gather data to enhance journalist storylines.
- How to combine data and expert commentary for the press.
Kevin Rowe, Founder and Head of Strategy at PureLinq, will give away the process his firm has used to secure hundreds of meaningful links and mentions on top-tier domains using data-driven digital PR, with proven examples.
Kevin’s firm has systematized a scalable process for data-driven digital PR for SEO, and now he wants to share it with you.
Discover how to earn quality links through a strong digital PR presence.
The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.
It’s time to chart a course for SEO success in this changing landscape.
Check out this webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.
You’ll also learn:
- The top SEO priorities and challenges for 2024.
- The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
- Winning SEO resourcing strategies and reporting insights to fuel success.
With Shannon Vize, Conductor’s Sr. Content Marketing Manager, and Ryan Maloney, Conductor’s SEO Success Manager, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.
Watch and discover timely insights and unlock new SEO growth potential in 2024.
Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?
Check out this informative webinar, as link building expert Jon Ball will reveal the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.
We’ll show you:
- The foundational principles on which to build your business to succeed.
- The importance of delegation, market positioning, and staffing.
- More proven lessons learned from 14 years of experience.
With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power's success.
If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.
Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024Search Engine Journal
From Google’s Search Generative Experience (SGE) to ranking factor changes and other impactful events, the world of SEO has seen plenty of change in 2023.
With all of these changes, you need to stay ahead to keep your website performing at a high level next year.
Check this out and explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We'll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024.
You’ll learn:
- The most important SEO updates from 2023, and what they mean for the future of SEO.
- How to prepare and protect your rankings and SEO strategy to align with new search engine updates like SGE.
- Actionable predictions for featured snippets, voice search, and more in the coming year.
In this info-packed webinar hosted by Pat Reinhart, Conductor’s leading SEO expert, we’ll explore how you can align your 2024 strategy based on the most significant SEO trends, updates, and challenges from 2023.
Register and learn the keys to staying ahead of the curve in 2024.
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSearch Engine Journal
In the face of growing challenges with customer acquisition, it’s important to know where to focus your ad spend.
Do you know how to optimize for lower customer acquisition costs and pipeline growth that keeps your sales team busy and your CFO happy?
Watch and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.
You’ll learn:
- Why leveraging first-party data rather than third-party data is key for success.
- Ways to compare channel level performance using the Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC) formula.
- Strategies for growing pipeline revenue that identify and emotionally connect with your exact persona at your ideal account.
With Garrett Mehrguth, co-founder and Chief Executive Officer of Directive, we’ll explore how to use financial modeling using LTV:CAC formulas across your channels for better budget allocation that your CFO will love.
Register and get expert tips and proven strategies for hitting your growth goals next year.
With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO.
But what happens when they suddenly drop? Do you know what steps to take to restore your rankings?
Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue.
You’ll takeaway:
- The proper steps to take to evaluate the impact of changing Google rankings.
- How to protect your website and stay ahead of sudden ranking drops.
- How to identify the cause of lowered rankings.
With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future.
Register now and learn to protect and rescue your rankings from sudden drops.
2023 Survey Review: State Of Marketing Data Standards In The AI EraSearch Engine Journal
Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.
Want to learn how you can mitigate privacy risks and boost ROI through data standards?
Watch and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.
In this webinar, you will:
- Gain a better understanding of how your marketing data management compares to enterprise advertisers.
- Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
- Walk away with tactics and best practices that you can use to improve your marketing data now.
Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.
Register and learn the key ways to level up your data strategy to pinpoint campaign success.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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
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.
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
Technical Marketing: The New Normal by Michael King - #SEJSummit Atlanta
1. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
TECHNICAL MARKETING IS
THE PRICE OF ADMISSION
Michael King (@iPullRank)
Founder, iPullRank
#SEJSummit
#Searchmetrics @iPullRank
8. IPULLRANK.COM
@ IPULLRANK
For years traders felt like the markets
“weren’t the markets" anymore, but didn’t
know why.
#SEJSummit
#Searchmetrics @iPullRank
9. IPULLRANK.COM
@ IPULLRANK
It wasn’t until “flash crash” of May 6, 2010
that brokers really started to understand.
#SEJSummit
#Searchmetrics @iPullRank
10. IPULLRANK.COM
@ IPULLRANK
ROBOTS HAD TAKEN
OVER THE MARKETS
Or rather high frequency
trading algorithms did
#SEJSummit
#Searchmetrics @iPullRank
11. IPULLRANK.COM
@ IPULLRANK
The SEC implemented Reg NMS to require
bid distribution across multiple exchanges
#SEJSummit
#Searchmetrics @iPullRank
12. IPULLRANK.COM
@ IPULLRANK
LATENCY CREATES
ARBITRAGE
OPPORTUNITIES
High Frequency Traders
capitalize on the microsecond
latency between trades
#SEJSummit
#Searchmetrics @iPullRank
13. IPULLRANK.COM
@ IPULLRANK
Front Running with HFT
Exploiting the latency between trades, they could trade against you
before your original trade went through.
#SEJSummit
#Searchmetrics @iPullRank
15. IPULLRANK.COM
@ IPULLRANK
These people embraced technology and
created an opportunity in a fragmented
marketplace
#SEJSummit
#Searchmetrics @iPullRank
19. IPULLRANK.COM
@ IPULLRANK
This is Where We’re At
Now is the time to find
the crevices in the
market to see outsized
returns.
#SEJSummit
#Searchmetrics @iPullRank
20. IPULLRANK.COM
@ IPULLRANK
We’re Not Ready for Right Now...
Most marketers
feel that their team
is not ready to
handle today’s
technology.
#SEJSummit
#Searchmetrics @iPullRank
21. IPULLRANK.COM
@ IPULLRANK
We’re Not Maximizing
Most people are using
their marketing
technology just for email
marketing.
#SEJSummit
#Searchmetrics @iPullRank
22. IPULLRANK.COM
@ IPULLRANK
How About the IoT?
So where does that leave
marketing for the
upcoming explosion of the
Internet of Things?
#SEJSummit
#Searchmetrics @iPullRank
23. IPULLRANK.COM
@ IPULLRANK
It leaves you right here.
Not ready for what hit you.
#SEJSummit
#Searchmetrics @iPullRank
24. IPULLRANK.COM
@ IPULLRANK
We All Agree IoT is Next
Senior marketers
agree that IoT is
the next big thing,
but there’s a
disconnect with
current channels
and technology.
#SEJSummit
#Searchmetrics @iPullRank
25. IPULLRANK.COM
@ IPULLRANK
…But Few Are Ready
We are on the verge of a
technological revolution that
marketers are not ready to capitalize
on.
#SEJSummit
#Searchmetrics @iPullRank
26. IPULLRANK.COM
@ IPULLRANK
Technical Expertise Not Needed?
Marketers marketing to
marketers want you to
believe that technical
expertise is not a
requirement.
#SEJSummit
#Searchmetrics @iPullRank
27. IPULLRANK.COM
@ IPULLRANK
HAVE YOU HEARD OF
JAVASCRIPT?
JavaScript MVW frameworks
have made content
accessibility a little more
difficult in recent years.
#SEJSummit
#Searchmetrics @iPullRank
28. IPULLRANK.COM
@ IPULLRANK
ANGULAR’S GROWTH
IS A KEY REASON WHY
SEO is more technical than
ever before, actually.
#SEJSummit
#Searchmetrics @iPullRank
29. IPULLRANK.COM
@ IPULLRANK
“NO IMPLEMENTATIONS
UNTIL 2017”
And still you are at the mercy
of technology and your
development team.
#SEJSummit
#Searchmetrics @iPullRank
30. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
SECRET: NOTHING IS EVER
THAT HARD.
Developers are seen as magicians so they get away with a lot
because you don’t understand what they do.
#SEJSummit
#Searchmetrics @iPullRank
31. IPULLRANK.COM
@ IPULLRANK
This is exactly why “growth hackers”
are eating your food.
#SEJSummit
#Searchmetrics @iPullRank
32. IPULLRANK.COM
@ IPULLRANK
The New Normal
Companies like Facebook
only hire technical
marketers. This is fast
becoming the new normal.
#SEJSummit
#Searchmetrics @iPullRank
33. IPULLRANK.COM
@ IPULLRANK
WHAT DO YOU KNOW
ABOUT ADWORDS
SCRIPTS?
Did you know some marketers
automatically make their PPC
bids change based on the
weather?
#SEJSummit
#Searchmetrics @iPullRank
34. IPULLRANK.COM
@ IPULLRANK
EVER RETARGET THE
WRONG PERSON?
Did you know that’s easily
solved on the frontend
multiple different ways?
#SEJSummit
#Searchmetrics @iPullRank
35. IPULLRANK.COM
@ IPULLRANK
EVER WANTED TO
RETARGET JUST ONE
PERSON?
Cookie pools have minimums,
but I solved that with a few
lines of code.
#SEJSummit
#Searchmetrics @iPullRank
36. IPULLRANK.COM
@ IPULLRANK
Did You Know Your Ad
Network Will Lie to You?
If you’re not savvy enough to
figure it out, you could be
wasting big portions of your
budget. h/t @willcritchlow
https://medium.com/@robleathern/the-mobile-
video-ad-lie-938a6de51367
#SEJSummit
#Searchmetrics @iPullRank
37. IPULLRANK.COM
@ IPULLRANK
Does Programmatic Scare You?
The programmatic ad marketplace is not much different from high
frequency trading. Are you ready?
#SEJSummit
#Searchmetrics @iPullRank
38. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
THIS IS NOT ABOUT
LEARNING TO CODE
It’s about understanding possibilities and communicating effectively
with your team to capitalize on them
#SEJSummit
#Searchmetrics @iPullRank
39. IPULLRANK.COM
@ IPULLRANK
OH, You’re Still Siloing
Your Teams?
Despite how ineffective it is,
companies still take an
assembly line approach where
marketing and development
don’t interact
#SEJSummit
#Searchmetrics @iPullRank
40. IPULLRANK.COM
@ IPULLRANK
The modern marketing team must
have developers on it.
#SEJSummit
#Searchmetrics @iPullRank
41. IPULLRANK.COM
@ IPULLRANK
Of big firms now have a chief
marketing technologist. This is
good news.
Gartner
81%
#SEJSummit
#Searchmetrics @iPullRank
42. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
WE ARE MATH MEN
AND MAD MEN.
It’s about understanding possibilities and communicating effectively
with your team to capitalize on them
#SEJSummit
#Searchmetrics @iPullRank
44. IPULLRANK.COM
@ IPULLRANK
Change the Perception
Marketers are OK with not
knowing how things work
which makes developers
dismiss you.
#SEJSummit
#Searchmetrics @iPullRank
45. IPULLRANK.COM
@ IPULLRANK
It’s like speaking French in Paris.
They’ll just be happy that you tried.
#SEJSummit
#Searchmetrics @iPullRank
46. IPULLRANK.COM
@ IPULLRANK
Stay Up on Coding Trends
What’s popular in the
development community
dictates where trends are
going.
HackerNews
BuiltWith Trends
#SEJSummit
#Searchmetrics @iPullRank
48. IPULLRANK.COM
@ IPULLRANK
Learn Your Tools Well
I’ve never seen an
instance of Omniture
set up properly. I
rarely see someone
who knows how to
use it.
#SEJSummit
#Searchmetrics @iPullRank
53. IPULLRANK.COM
@ IPULLRANK
Establish a Baseline
of Skills
Everyone on the iPullRank
team knows HTML, CSS,
SEO and Google Analytics
no matter what they do.
#SEJSummit
#Searchmetrics @iPullRank
54. IPULLRANK.COM
@ IPULLRANK
T-Shaped Marketer
Modern marketers must
have a working knowledge
of many different
disciplines with deep
knowledge in a core skill
of their choosing.
#SEJSummit
#Searchmetrics @iPullRank
55. IPULLRANK.COM
@ IPULLRANK
Cornerstones Haven’t Changed
Fundamentally, marketing is still
the same. The medium, tools, and
speed have changed dramatically.
#SEJSummit
#Searchmetrics @iPullRank
56. IPULLRANK.COM
@ IPULLRANK
HTML & CSS
Learn how to build a web page.
https://www.codecademy.com/tracks/web
HTML & CSS
#SEJSummit
#Searchmetrics @iPullRank
58. IPULLRANK.COM
@ IPULLRANK
APIs
Learn how to make applications talk to each other.
https://www.codecademy.com/apis
#SEJSummit
#Searchmetrics @iPullRank
59. IPULLRANK.COM
@ IPULLRANK
SQL
Learn how to work with databases.
https://www.codecademy.com/courses/learn-sql
#SEJSummit
#Searchmetrics @iPullRank
60. IPULLRANK.COM
@ IPULLRANK
Search Engine Optimization
Learn how to make content visible.
http://www.distilled.net/u/
#SEJSummit
#Searchmetrics @iPullRank
61. IPULLRANK.COM
@ IPULLRANK
Pay Per Click
Learn how to advertising auctions work.
https://support.google.com/partners/answer/6123881?hl=en
#SEJSummit
#Searchmetrics @iPullRank
62. IPULLRANK.COM
@ IPULLRANK
Content Strategy
Learn how to make useful and usable content.
http://thecontentstrategytoolkit.com
http://contentstrategy.com
#SEJSummit
#Searchmetrics @iPullRank
63. IPULLRANK.COM
@ IPULLRANK
User Experience
Learn how to plan user experiences that work for your target
audience. http://www.uxapprentice.com
#SEJSummit
#Searchmetrics @iPullRank
64. IPULLRANK.COM
@ IPULLRANK
Measurement
Learn how to measure the performance of marketing activities.
https://analyticsacademy.withgoogle.com
#SEJSummit
#Searchmetrics @iPullRank
65. IPULLRANK.COM
@ IPULLRANK
Data Mining
Learn how to dig through
your idea to identify
opportunities.
https://www.coursera.org/
specializations/datamining
#SEJSummit
#Searchmetrics @iPullRank
66. IPULLRANK.COM
@ IPULLRANK
Optimization
Learn how to optimize experiences for the completion of business
objectives. http://do.thelandingpagecourse.com/
#SEJSummit
#Searchmetrics @iPullRank
68. IPULLRANK.COM
@ IPULLRANK
Tools Create Oppportunities
Tools can be
transformative to
workflows and efficiency.
They can also create
entirely new opportunities.
#SEJSummit
#Searchmetrics @iPullRank
69. IPULLRANK.COM
@ IPULLRANK
API Growth
APIs have exploded in the last 5 years. There’s more structured data
available than ever before.
#SEJSummit
#Searchmetrics @iPullRank
70. IPULLRANK.COM
@ IPULLRANK
MarTech Landscape
Don’t worry, most of this stuff sucks and tried and true or free open
source solutions work just fine.
#SEJSummit
#Searchmetrics @iPullRank
71. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
“Tools must shift from lines of code to
declarative tools that allow business
analysts to drag and drop processes, and
users to compose apps rather than code
them.”
…and that’s where things are headed.
#SEJSummit
#Searchmetrics @iPullRank
72. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
No Code is MarTech’s
Best Trend
Tools like Optimizely, Google Tag Manager, Zapier and Unbounce put
the power back in the hands of marketers
#SEJSummit
#Searchmetrics @iPullRank
73. IPULLRANK.COM
@ IPULLRANK
MySQL
Excel’s million row
limit isn’t going to
cut it in the big data
environment.
http://www.mysql.com
#SEJSummit
#Searchmetrics @iPullRank
74. IPULLRANK.COM
@ IPULLRANK
MySQL for Excel
Pull your preprocessed query data into Excel.
https://www.mysql.com/why-mysql/windows/excel/
#SEJSummit
#Searchmetrics @iPullRank
75. IPULLRANK.COM
@ IPULLRANK
Google Analytics
Google Analytics is more than everything you need for effective
measurement. http://www.google.com/analytics
#SEJSummit
#Searchmetrics @iPullRank
76. IPULLRANK.COM
@ IPULLRANK
Programmable Web
Stay in the know about what data is available.
http://www.programmableweb.com
#SEJSummit
#Searchmetrics @iPullRank
77. IPULLRANK.COM
@ IPULLRANK
GA Query Explorer
Get the most out of GA by querying the API.
https://ga-dev-tools.appspot.com/query-explorer/
#SEJSummit
#Searchmetrics @iPullRank
78. IPULLRANK.COM
@ IPULLRANK
Google Tag Manager
Google Tag Manager is the future of measurement setups.
http://tagmanager.google.com/
#SEJSummit
#Searchmetrics @iPullRank
79. IPULLRANK.COM
@ IPULLRANK
CHECK OUT OUR
FREE GUIDE TO GTM
http://ipullrank.com/google-tag-manager
#SEJSummit
#Searchmetrics @iPullRank
81. IPULLRANK.COM
@ IPULLRANK
Orange
Make data mining a visual
process rather than just a
mathematical one.
http://orange.biolab.si
#SEJSummit
#Searchmetrics @iPullRank
83. IPULLRANK.COM
@ IPULLRANK
Local Web Server
Download a web server for building and testing.
https://www.apachefriends.org/index.html
#SEJSummit
#Searchmetrics @iPullRank
85. IPULLRANK.COM
@ IPULLRANK
MailChimp
From newsletters to trigger emails for marketing automation,
MailChimp is usually all you need.
#SEJSummit
#Searchmetrics @iPullRank
96. IPULLRANK.COM
@ IPULLRANK
You’re a Conductor
Your job as a modern
marketer is to be a conductor
across many disciplines.
#SEJSummit
#Searchmetrics @iPullRank
97. IPULLRANK.COM
@ IPULLRANK
Strategic Planning
You need to be able to
bring a strategy together
from end to end that
also covers the technical
aspects
#SEJSummit
#Searchmetrics @iPullRank
101. IPULLRANK.COM
@ IPULLRANK
Model
Identify a performant segment of your audience
Develop a hypothesis
Launch something to support the hypothesis
Determine how to measure
Listen to performance
Optimize Accordingly
#SEJSummit
#Searchmetrics @iPullRank
106. IPULLRANK.COM
@ IPULLRANK
IPULLRANK.COM
@ IPULLRANK
“Only teams where there’s cross-discipline
understanding are going to be able to produce truly
exceptional marketing content, and the gap
between those agencies and clients and everyone
else is only going to get more obvious as the rate of
progress hastens.”
@PeteWailes
#SEJSummit
#Searchmetrics @iPullRank
111. IPULLRANK.COM
@ IPULLRANK
This Is What We Do
RESEARCH &
PLANNING
Hitting the Right Targets
SOLUTIONS
ARCHITECTURE
Making Software Work
Media
management
Paid Media Amplification
CONTENT
STRATEGY
Making the Right Content
#SEJSummit
#Searchmetrics @iPullRank
112. IPULLRANK.COM
@ IPULLRANK
This Is What We Do
SEO & SOCIAL MEDIA
Earned Media
EMAIL MARKETING
Taking the Message to the User
MEASUREMENT
Performance Insights
OPTIMIZATION
Testing and Learning
#SEJSummit
#Searchmetrics @iPullRank