If you are a part of the digital marketing scene, Seattle was the place to be this July. With a top-notch lineup of speakers and exemplary presentations, MozCon 2017 was a roaring success. The three-day conference, held by Moz, highlighted what the future of digital marketing looks like and how best we can prepare for it.
1. CREATE CONTENT THAT GOOGLE CAN’T SHOW
Recommendations by Rand Fishkin, Co-founder of Moz:
- Invest in content that Google either can’t show in the search result pages or that helps build your brand when they do
- Republish content
- Review overall traffic for content marketing efforts
- Review landing page traffic for content marketing efforts
- Build an exclusive email list (share a max of two pieces of content a month)
2. BIG LINKS COME FROM INNOVATION
Recommendations by Lisa Myers, CEO, and Owner, Verve Search, to plan the perfect media outreach and campaigns that work:
- Keep outreach short and crisp
- Remember, outreach is a combination of People, Mindset, and Grit
- Remember that decisions are based more on how we feel than on the data. People connect with the creative, as formats used by marketers are only vessels for carrying the idea.
- Ask questions that help you understand how people think
- Consider the quality of links instead of the quantity
- Find an existing idea and make it better
- Tools worth using – Meltwater, Gokarna, Buzzstream and Buzzsumo
3. EVERY CONVERSION IS A CONVERSATION
Suggestions by Joel Klettke, Owner of Business Casual Copywriting Ltd, to create customer-driven copies that convert:
- Understand that when a product or service lead comes in, customers want to know – what it is and who is it for, why should he/she care about it and what’s next
- Remember to use the above questions to evaluate your landing page
- Review negative reviews that your competitors receive and use that to improvise on your brand
- Run live chats, gather feedback and analyze before you plan a copy
- Understand your customers’ pain points/anxieties and priorities before drafting copies for any campaign.
- Keep the copy specific, interesting and relatable.
- Take feedback from clients very seriously and work on them
- Use data like “chat logs” to understand conversations before you work on a copy
4. SMALL TEAMS CAN PRODUCE GREAT CONTENT
Ian Lurie, Co-founder, Portent, Inc., feels small teams and even a team of one can produce great content. Takeaways from Ian’s talk:
- Structure is more important than planning when you have a smaller content generation team
- More effort goes into creating lightly branded content.
- However, more brands are producing heavily branded content.
- Understand the difference between lightly branded, moderately branded and heavily branded content
- Repurpose content in as many ways as possible, in form of tweets, short blogs and Facebook posts.
- Have an image prep workflow and use free stock image tools.
- Don’t drown in multiple ideas; choose one and begin writing.
- Never stop refining, streamlining and accelerating content.
- Observe conversations on online forums to get an idea of what to write based on audience engagement.
5. TARGETED EMAILS CAN WORK WONDERS
If nailing the Omni channel experience is the key to getting more traffic and converting more leads, what happens if we have our channel priorities out of order?
Justine Jordan, VP of marketing at Litmus, explains the importance of the email for hitting marketing goals, building lifetime values and making customers happy. A few key pointers:
- If you’re doing email marketing, pay attention to the customer’s needs
- As marketers, we need to make unsubscribing to emails less cumbersome.
- ‘No reply mails’ are plain stupid
- It is important to measure both the positive and the negative performance metrics.
- Understand that when a user spends a long time reading your emails, it could also mean your emails are confusing.
- Remember that email communication sees two times more conversion than that through social media.
6. GET DISCOVERED AND DELIGHT YOUR CUSTOMERS
With the advent of new technology and conversational interfaces, it is getting increasingly tough to capture and hold customer’s attention. Purna Virji, Senior Training Manager at Microsoft, answers a few key questions on how to get discovered and delight audiences while growing revenue for clients. Vital takeaways:
- Interruptions should be replaced with conversations.
- Bots act as your personal assistant and make life easier.
- New players like voice – digital personal assistance/chat bots with skills will influence SEO.
- Businesses must get personalised and learn from chat bots to understand evolving engagement.
- Bots work for every brand, big or small, and work for every stage of funnel—broadcast + awareness, engagement + conversions.
7. UTILISE THE SOCIAL VIDEO PLATFORM, IT IS HERE TO STAY
From Snapchat to Facebook, from Twitter to Instagram and Periscope, every social network is now a video platform. But how to decide which platform to invest in? Video Strategist Phil Nottingham suggests ways to optimise this media:
- Build content for a platform and then optimise it, and not the other way round.
- For chances of better returns, focus on creating content for one platform than for all in a half-hearted manner.
- Create content that is well produced, visually appealing and has a clear brand message.
- Capture the essence of the video.
- The initial visual is the key to stop people from people skipping the video.
- Remember that the number of impressions is not equal to the number of people who are impressed.
- Buy links from Facebook by setting the right custom audience.
- Instead of long videos, make short videos for Facebook / Instagram and use the spends to advertise them.
- Check platforms like hashtagify.me for trending hashtags.