Blueglass LA Internet Marketing Conference Session Notes
Here at Ignite Social Media we like to stay abreast of trends and insights from notable industry experts inside and outside of the Social Media space. One of the best ways to do so is attending niche conferences around the country. I have had the ability to spend the last two days at the Blueglass LA event where many well known individuals came together to share some of their expertise surrounding SEO, Social Media, Venture Capital, PPC etc. and wanted to share some of my notable session notes.
Marketing Metrics for your Business
- identify with your customers about what they love OR hate before you actually start marketing especially for startups.
- dont worry about first impressions - keep iterating through development and failures.
- iterate quickly so you can establish an increase in user perception
- your process of product and marketing development should be circular not linear. testing and asking customer questions, with an end goal
- validate product with 5-10 customers before you spend a lot of money on marketing
- Metrics worth there weight:
- visitors which stay 10+ seconds OR 2 + pages per visit
- visitors who click
- visitors who sign up to email
- if you cannot get users to hate or love your product then your marketing will be a waste of time or money.
- unique visitors are not really unique anymore b/c most users have multiple computers. unique visitors are not really a good metric anymore.
- cross check your stats b/c things can lie, data can often be inaccurate, so before you take action on something make sure you crosscheck the data
- some people need time before they buy so you need to analyze all your entry sources (look at first source user visited for conversion and heres how to do that in Google analytics: http://www.distilled.co.uk/blog/seo/first-touch-tracking-in-google-analytics/ )
- He likes retargetting a lot currently and uses retargeter.com (500 month to retarget)
How To Not Fail At SEO
- build out types of 'keyword searches' and group them together to answer specific questions to help you garner additional insights and potentially how to target them.
- 100 links on a page is not the defacto answer, although google says it is. it really depends.
- Dont analyze and benchmark SEO too early in the game. give your product/marketing items time to develop.
- Doesnt like sites who utilize footers with stuffed, innerlinked content
What kinds of companies can and should raise capital
This session wasnt the typical presentation, q and a therefore the comments were noted in no particular order from the following speakers: Mark Suster, Andy Liu, Paige Craig
- If you are intending to sell it or take it public, then you should raise capital
- VCs typically take 20-40% of the company
- can build a ton of companies right now for under 250k$ vs, along time ago you couldnt.
- if your desperate to take on VC money to pay folks then you will never get VC $$.
- sell the passion, sell the team before you get the money from VCs
Social Media Marketing
- 2009 study say 79% have interacted with brands online, up 20% since 2008.
- If a brand can develop advocacy they will market for you.
- encourages the facebook share button over the facebook like button b/c it will show up in the news feed more often.
- give calls to actions for shares on actions that get repetitive by the user. give them a popup to ask them to share if the system notices they are doing a repetitive task, that way you dont piss off all the users.
- new version gets rid of sub categories and upcoming sections. more focus on the recommendation or My news.
- power users are no long power users they are influencer's, all of your actions are visible by your fiends with a My News feed. Similar to facebook.
- new system allows for new influencers, ashton kutcher could create a power account over night because you will be able to import followers from twitter and other social networks.
- there will be an auto submit feature where publishers can have their content automatically included
- if you had a ban in the past you will not be baned anymore.
Building communities that people love
- Humanitarian motivation UGC is one of the number one ways to build community. UGC is wildly successfull when you can tap into the humanitarian side. An example would be wikipedia.
- foursquare and facecbook are examples of 'recognition UGC' b/c you are looking for recognition from your followers and friends.
- Roadblocks to interaction and sharing of content - 10% contribute, 90% consume lets say. One of the biggest roadblocks is getting that 90% to share and create content. Trolls and hate casting is one of the number one reasons people dont create, for fear of it. He likes to utilize Facebook connect to create more authenticity so users will be less likely to troll.
- if you want your community to work you need to focus on simplicity. The LOLbuilder is the solution to how people add captions to cat photos. It was dead simple and is now the #1 most used image editing software on the web.
- people love simple things, you can over engineer things.
- trust your users but not too much.
- focus on different types of users, not just your commenters, but also people who might not comment (which is a much larger percentage of
Marketing Strategy: Don’t forget search
- august/september yahoo/bing organic will be integrated paid will be shortly after.
- Bing/yahoo paid search platforms will use current Adcenter, not the Yahoo PPC tool, they will be scraping it for Adcenter.
- apple and twilight are two examples she notes who dont attack seo/sem - leaving money on the table. Companies both have HUGE budgets but are not even trying. Twilight specifically had a 30m budget but didnt buy 1 paid ad on Google or build any additional sites for SERP management.
- behavior should drive the marketing message.
Links matter: How to measure and attain them
- save yourself a ton time by building a link aquisition plan before you ever target your first site to go after.
- Link acquisition is boiled down to 2 main factors:
- monetary response
- emotional response
- 8 primary emotions: anger, fear, sadness, disgust, surprise, anticipation, acceptance, and joy.
- when you develop content for links, work your way backwards and target the emotional response for optimal success
- when your content illicits an emotional response it will garner links.
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