Social media has reached a level of ubiquity and social behaviors are directly related to how we consume information. Getting information from unlikely places is the new trend. So how do you communicate effectively in this kind of media? With the popularity of social media and the evolution of journalism thanks to blogging, everyone becomes a creator, consumer, and sharer of content. How you reach people in the online marketing landscape is a huge challenge, as well as how users will engage is a crucial concern for the success of your marketing efforts.
Be prepared and have opportunities for users to engage with you everywhere. Have a consistent set of clear values, and speak coherently.
Organization flourishes with clearly set values, mission, strategy, and tactics. Most organizations struggle with the values element of this because they try to appeal to everyone. Large organizations struggle to articulate who they are and what they believe. If we are going to empower everyone in the organization, you want to align values and a clear mission to every level of the organization. Have a mission that people believe in and want to be a part of—you have to know where you want to go. Know what you want to achieve, how you define success and let that help you map out your measurable goals. Actions that lead to success combined with programs that drive action can bring you the engagement you ultimately seek. Your tactics are a combination of platforms and tools that you choose to utilize on your marketing mission.
Making digital marketing a core element of an organization is essential. Elevating digital and understanding its power, as well as staying current and aware of the world we live in are vital elements of communicating with your audience. Create a real time user experience for people, see the people across the systems and understand how they share data. View your company’s online and offline outreach efforts as a unified experience.
Content drives community—search is social and everyone’s experience is different. Microlistening involves taking notice that there are millions upon millions of individual conversations. Managing communication on every level, from a Facebook wall to a call center, is a way to hone in on the microlistening and become a part of the conversation. Graph search, social search and the conversation topics that are taking place are part of the essential dynamic for online marketing. How can you think smarter about taking advantage of online opportunities? Data and analytics can be extremely valuable in understanding your reach. Which conversations are you part of and what are people saying about you? Don’t be discouraged when users occasionally disengage, your voice and your brand might not be what they are looking for and that’s okay.
Be who you are and only who you are. Understand success and think about what it means to you—and do only what matters to reach the ideals you lay out for yourself and your brand.
Link building is like art. There are different types and the one right for you might not appeal to someone else. Create valuable content that stands on its own. Stray outside of your industry, guest blog about your industry and how it relates to other industries and let your links grow naturally. Guest blogging on a few sites is good, but a consistent guest blogging gig is better. With that said, one really good guest post is more valuable than a bunch of midgrade posts.
Social signals matter, but not just as a number—they also hold trust and authority components which are valuable to you and your brand. Additionally, author accounts matter but only if you can create and maintain authoritative ones. Don’t just consider the SEO benefit—focus on branding. Create content that people want to read. Reap the benefits of sites like Pinterest and StumbleUpon.
Syndicate your content. Try to develop long term syndication arrangements, and create high quality content with links that other sites want to use. Scraping on low quality sites can be bad, so be on the lookout for it. Scraping is becoming a bigger problem—go through their host and report the site for stealing your content. Update high value content often and add/update the post date—try to keep it less than 6 months old. People like fresh content as opposed to old content. Remove crawling obstacles like complex URLs, parameters, complex structures and more. Keep website looking fresh and updated and rotate content on the homepage to pull out data that might be overlooked by spiders.
Get familiar with the “Linkerati.” Look at top news stories in your industry; see who writes it, when they are writing about it, and how you can be intertwined into it. The more your name is out there, the more you can gain credibility and trust. If you want to be press-worthy, do, act, write or say things that are press-worthy, whether it is by humor of by philanthropy. Issue press releases and use a publicist if you are unsure how to do this. Sponsor local events, host contests and reach out to industry or area bloggers and barter for coverage. Make a list of 30 sites where you want your link to show up, based on relative keywords, industries, similar images and more. Check those sites backlink profiles and see where they are getting links and see if you can obtain any of them.
Social media for link building is beneficial as well. Your main goal is to get attention and build links from secondary, trusted press and news. With social, you are not trying to make sales or gain links with specific anchor text, you are trying to get recognized and increase brand awareness. Google + is personalized search on steroids, and it uses you, your friends, and things you and they like to give you specific results.
Implement these various ways to build out your link portfolio and remember that the best link profiles are diverse and filled with different, high quality links. Keep in mind that a link building strategy is a long-term investment in your site and should be a continual effort. Building a solid SEO foundation is your best defense in the face of pandas, penguins, and what’s to come.
Every keyword is a battle! Obstacles like link ninjas and Google pandas are combating your link efforts. You have to have tracking, goals, and analysis as pillars of your link building strategy. Think about it. How many links do you need to be competitive? Pick low opposition keywords rather than the big keyword. Narrow the short tail keywords as you build a quality link profile.
The Link Building Process:
Asking for a link is like asking for business. Outreach is an essential part of building a quality, diverse link portfolio, but asking for a link is not the simple task it used to be—you need to have something to offer. What can you offer as a linkeable asset? Are you creating or sharing infographics? Recruit industry bloggers to blog about a giveaway or contest, and have them all link back to you and share it with their networks. Also, checking out links on websites can prove valuable–if you find a broken link, you can e-mail the webmaster and ask if they would mind putting your working link in its place. It doesn’t hurt to ask, right?
Understand your competition. Establish a list of your best competitors, and look into their link profile. Find out what they are doing and use their tactics in your own link building. Populate a CRM and track your efforts to chart improvements you make along the way. Develop a discovery process and look for the easiest links to get for your site.
Link equity and understanding link value is an important process. Understand the costs and the benefits of links. PPC to test, SEO for long term, and social for SEO should be the overall scheme. Discount codes, contests, specialized content, and other creative techniques can be used to give your website an edge over competitors in terms of social sharing, link building, and more.
Prospecting for links varies by searching for people and searching for sites. Social media has helped us recognize people and put faces to the process. Guest posting on a website or on someone else’s blog is a great way to tap into a new audience. You must have creativity, tools, tracking, and advanced queries.
Three points to remember:
Strong opposition analysis skills- know how hard it is to rank for a particular keyword
Realistic expectation setting based on experience- don’t promise to deliver more than you can
Setting/managing/delivering on expectations
Remember, the art of link building is like the art of fishing: it uses timing, approach, bait, location, patience, and practice.
- SpyFu: Free & paid, but it gives you keyword research separate from typical Google keyword tools. Find profitable, related keywords based on an initial keyword and you can find “low hanging fruit” to bid on and also optimize on your site. SpyFu finds a hefty amount of data and organizes it for users to navigate and utilize. Optimizing Based on Query: tweak title tags, call to actions in the meta description, link and anchor text optimization, and content optimization.
- ConcentrateMe: Long-tail search analytics. Identify common keyword modifiers and add popular modifier terms like buy, sell, discount, coupon to utilize the way that many people use search engines.
Google Webmaster Tools- Go into your search queries and see what terms you are showing up for below the fold at position 6. These terms are also low-hanging fruit—begin optimizing for these words you show up for and you will likely see more clicks and subsequent conversions on these terms as you rise on the page position. Including relevant places is also a good way to hone in on your Google users. Google secure search obscures search queries in your analytics, and this will continue to be problematic at Google + continues to be implemented. If you have a domain that targets other countries, you can create sub-folders to organize data based on location.
Pay attention to crawl errors!
Play with search query filters. Search images traffic and you can see where your images are driving visits. It’s actually different from the web traffic results you initially see when you log in to Webmaster Tools.
Links to Your Site- browse internal links, HTML improvements suggested by Google, and more.
Structural Data, data highlights, and other resources all have areas where you can make edits to your site that will likely help it perform better in search.
You are building content for the users, not for the search engines. Get links, get traffic, get happy! The most important keywords should be at the top of the HTML version of the page. Content must be unique, and geocentric content needs to have more than just the city swapped out to resist being dubbed as duplicate content, as does form based content. Keywords should be mentioned at least once (twice is better) in the content.
Keyword density should be between 4-12 percent, and automated programs, hidden text, and other content shortcuts could be avoided. Have a brochure website? Every page counts! Use editorials, newsletters, blogs, and other easy content strategies you probably already have used before for valuable content. Creative content also comes from top 10 lists, vanity content like pictures, contests, client stories, featured clients, checklists. Build content around keywords, don’t just try to plug keywords into existing content!
Social and search integration: Social is poised to be the fourth pillar of SEO. Google is putting several of their entities together to boost Google search results. Blogger, Gmail, YouTube and more will eventually all be under the Google + name. The G+ Knowledge Graph is worth mulling over and becoming familiar with. Google +1s are like links were at the beginning of search. People with bigger social networks have more clout in the Google + world. Google is not looking to pull Facebook and twitter data for search, but social search is going to become more valuable in the future.
Content posted in a newsfeed lasts in the user’s feed for about 30-45 minutes without engagement, and engagement can keep it around for much, much longer. The concept of a fan doesn’t matter anymore, in fact it died about 3 years ago. Your Facebook page fans don’t matter! Liking a page does not mean that people will look at it or engage with anything your page posts.
Every Facebook ad that you are making should be done in PowerEditor. Conversion can be optimized to save spend in PowerEditor and cut Facebook marketing costs significantly. Use the free, Chrome-based add on for PowerEditor. You know about brand bidding on Google PPC, but do you know about brand bidding and how it works on Facebook? There are 1.2 billion searches per day in the Facebook search tabs. To show up in the search tab costs next to nothing, and you can choose related keywords to show up for as Facebook searchers begin to type for a specific brand or item—even competitor’s names. You can even use negation targeting to omit groups that you don’t want your ads to show up for. Lookalike audiences take an existing, custom target you have already set and created. Facebook does the legwork to find users similar to the ones you are targeting in an existing group. Amazing, and Facebook does all of the work!
Critical points to running Facebook ads:
The newsfeed is where it’s at. Right hand ads are done. Tabs on the page? Also dead.
40% of traffic comes from the newsfeed., and the CTR on mobile and desktop in newsfeed is much higher.
Never buy through Facebook sales reps, and the Premium Ads are a waste of time and money.
Build your page, connect with fans, engage with quality content, and influence friends of fans with your page’s engagement. Collect email addresses to track ROI.
Again, PowerEditor is where the Facebook magic happens for ads. First off, understand Facebook—it breaks down demographics in different ways than Google search. Your goal in Google is to go for the keyword, and in Facebook you have to bring that keyword search out to a broader place. Facebook targets by and/or based demographics and interests.
Bid on competitor search terms, send them to a tab with your best converting landing page, stick it on a Facebook tab and reap the benefits of remarketing. Then, the ads will continue to show to users in the newsfeed among other user posts in their network. This all happens within Facebook.
Split personalities are something we are likely familiar with on some level, namely the left brain and the right brain, otherwise known as the Logical Brain and the Creative brain. But these aren’t the only parts of the brain worth knowing about. You have three brains!
There’s the reasoning brain, the “Mr. Spock” brain. Planning ahead, making valued judgments—these are from the reasoning aspect of your brain. However, there is much more underneath, such as the mammalian brain where you are tuned in to feeling and emotion. Loving, hating and other emotions are developed in the mammalian brain. The mid-brain is where memory comes into play. Something important finds a home in the mid-brain. The reptilian brain is your reactive brain, where surviving and other instincts lie.
95 percent of your decisions each day are on auto-pilot. Thinking is hard and logical thinking takes a lot of effort.
Feeding the lizard. This brain truly runs the show. The reptilian brain is lazy and likes simple choices, such as decisions that can easily be made due to obvious factors. Impatience is also a trait of the reptilian brain, and responses are automatic and ingrained habits are hard to change. In fact, change is the scariest thing in the world for your reptilian brain.
The Four F’s
- Flee- outrun it if you can. “Fight or flight?’
- Fight- your subconscious makes decisions on preparing for confrontation.
- Feeding- you are constantly thinking of consuming calories.
- Fornicate- we are looking for mates
So how do you use this for making money and marketing?
Create a small number of clear choices. Give me for or fewer clear, simple choices. Rather than 3 pages of small images, use a few magnified and detailed images. Making choices is tiring to the brain, so decision making becomes difficult. Help guide your customers—answer a few questions to find the item you are looking for. Do not overwhelm potential buyers, you will deter them. Having several items that are similar but slightly different is a turnoff and should be an eliminated practice.
Use a big anchor. When someone shops for a suit, they focus on the anchor, the suit, and then ask about extras, such as ties, cufflinks, and tie clasps. Have an anchor to tie the buyer in and worry about the smaller details afterwards. Order prices so that reasonably priced items are in the middle of the list, and sales of reasonable items will increase accordingly.
Cultural tribes determine a large amount of what people are drawn to, such as the car you drive and the shoe you wear are determined by your surroundings and your cultural groups. These things aren’t always an open choice. This came from the evolving nature of tribes—we care about the opinions of those who are like us. Look the part, communicate with your values and editorial tone—don’t worry about alienating outsiders, focus on your target demographic and market. Become a specialist in your niche!
A picture tells a lot. Visual processing takes up fifty percent of your brain. Pinterest, Instagram—these are picture driven, and visual processing has a lot of power. You have two types of vision—your brain focuses on points of interest and focuses on individual items before getting the “big picture” that you think you see from the beginning. And the popular slider images seen on many sites today? Your eyes are drawn to them as the change, it’s not optional it’s an actual brain response, and they distract from anything else on your site. Videos should never be on autoplay, it should be a choice made by the viewer whether or not to watch.
Be cautious of using photos of people if they have nothing to do with your purpose or your business—stay away from gratuitous graphics.
The stuff you should be thinking about is not hidden in the universe or in technology, it lies in basic human biology.
For some of you, this New Orleans conference may be your first experience with Pubcon. For others, Pubcon is a consistent event throughout your yearly agenda. Either way, we wanted to know what makes you excited about Pubcon, what you’re looking forward to, and what makes Pubcon stand out among other conferences within our industry.
Pubcon speaker Kirsten Wright, whom I had the pleasure of meeting at Pubcon Las Vegas, had some great insight into what sets Pubcon apart. “Where a lot of conferences brush over the nitty-gritty, Pubcon delves in,” Wright said. “I actually sit in sessions all day between my speaking sessions and walk away with new things to implement immediately. Pubcon is the only conference I have attended repeatedly for over four years,” she added.
Headlining keynote speakers are no doubt a draw to each Pubcon, and New Orleans is no exception. Michael Slaby, Obama for America chief integration and innovation officer, will be kicking off the conference, and the week will also feature David McClure of 500 Startups and Chris Pirillo, founder of LockerGnome. The keynotes are joined by a group of specialized speakers who will fill out the roster for the Master’s Group training day and three-day intensive conference next week.
Krista Neher, who will be speaking next week, is looking forward to exciting conference sessions and networking events, and says that “unlike other conferences, Pubcon includes a lot of networking and social events. This gives me the opportunity to interact with attendees one-on-one in a more casual setting. I always meet interesting people and make some new friends. I also love the content and hearing from the other panelists. I like speaking at Pubcon because the panels always have really talented people with different perspectives. I learn a ton every time I go.”
We’re excited to bring Pubcon back to the Southern U.S., and we hope that you are too! See you soon in the Big Easy, and stay tuned to Pubcon.com and @Pubcon on Twitter for the latest updates.
Pubcon, the premier social media and optimization conference, has arranged for three renowned technology stars to headline the week-long Pubcon New Orleans 2013 event, as Obama for America chief integration and innovation officer Michael Slaby, noted venture capitalist and founding partner at 500 Startups Dave McClure, and popular online entrepreneur and founder of digital culture company LockerGnome Chris Pirillo will present three major keynote addresses in The Big Easy in just over a week on April 22 – 25 at the New Orleans Convention Center.
Pubcon’s triple-header of enticing big-time keynotes by Slaby, McClure and Pirillo will take top billing at the year’s biggest and most-anticipated gathering of new media and online marketing professionals as thousands gather in New Orleans for a week offering up more than 100 cutting-edge sessions in six of today’s most relevant tracks featuring over 150 strong international speakers.
MICHAEL SLABY PUBCON NEW ORLEANS KEYNOTE
During the intense 2008 presidential election cycle, Slaby served as CTO for Obama for America and as technology director for the entire presidential transition team. Prior to joining the Obama family,Slaby worked as deputy campaign manager for an alderman in Chicago and spent the 2006 cycle at The Strategy Group.
Slaby will present a major keynote address to start an important week of social media and search at Pubcon New Orleans 2013. “I’m excited to share my experience with Pubcon and am eager to learn from such an incredible community,” Slaby said recently.
Passionate and committed to saving the world, Slaby returned to the Obama Team in March 2011 as chief integration and innovation officer where he oversees the CTO, CIO, CAO, and ensures effective integration of technology into the rest of the campaign. Most recently Slaby was the digital global practice chair at Edelman and chief technology strategist for TomorrowVentures — Google executive chairman Eric Schmidt’s hybrid venture capital fund — where he worked with companies from Fortune 100 giants to small angel-round start-ups on their digital media, technology, and organizational strategy.
Pubcon New Orleans keynote speaker Slaby has also served as a technology and digital strategy advisor, a board member to several non-profit initiatives including Fuck Cancer, Bright Pink, I Am That Girl, LiveStrong, Citizen Effect, and Jumo, and was named to Crain’s Chicago 40 Under 40 List for 2011.
Before jumping into politics and campaigns full-time, Slaby spent several years working in multimedia design and development and Web application and platform development with a series of start-ups. In just over a week during Pubcon New Orleans 2013 Slaby will share some of the insight and strategy that has made him one of the world’s most successful social media figures, in a keynote you won’t want to miss.
Learn more about Pubcon keynote speaker Slaby:
- Michael Slaby website
- Twitter @slaby account
- Rolling Stone "The Obama Campaign’s Real Heroes" article by Tim Dickinson
- Wired.com "Wrath of the Math: Obama Wins Nerdiest Election Ever" article by Spencer Ackerman
- Ars Technica "Built to win: Deep Inside Obama’s Campaign Tech" article by Sean Gallagher
- New York Times "The Obama Campaign’s Technology Is a Force Multiplier" article by Steve Lohr
- The Atlantic "When the Nerds Go Marching In" article by Alexis C. Madrigal
DAVE MCCLURE PUBCON NEW ORLEANS KEYNOTE
Noted influential startup angel investor McClure’s keynote during Pubcon New Orleans 2013 willprovide one of the industry’s most outspoken and animated takes on what is needed to succeed as a new social media business.
Pubcon keynote speaker McClure’s thriving Mountain View, California-based 500 Startups is an Internet startup seed fund and incubator program, and he’s been an investor in over 250 companies including Mint.com, Twilio, Wildfire Interactive, TaskRabbit, SlideShare, Mashery, CreditKarma, SendGrid, KISSmetrics, and MakerBot, among numerous others.
McClure has worked in Silicon Valley for more than two decades, with firms including PayPal, Founders Fund, Facebook, LinkedIn, Simply Hired,O’Reilly Media, Intel, and Microsoft. In 2007 at Stanford University, McClure helped teach the nation’s first class on Facebook and social networking platforms, and from 2001 thru 2004, he was director of marketing at PayPal (acquired by eBay in 2002), where he started the PayPal Developer Network program. McClure is also the co-founder of Startup2Startup, a regular get-together for Silicon Valley startup entrepreneurs and investors, and leads a travel group called GeeksOnaPlane, that promotes cultural exchange and education for technology entrepreneurs worldwide.
In just over a week McClure will bring his unrestrained and oftentimes uncensored passion for helping startups with product and marketing strategy to Pubcon New Orleans 2013 in The Big Easy.
Find out more about Pubcon keynote speaker McClure:
CHRIS PIRILLO PUBCON NEW ORLEANS KEYNOTE
The highly-anticipated third major keynote address at Pubcon New Orleans 2013 will be presentedby social media pioneer and innovator Pirillo.
Pirillo has been sharing technology stories online since 1996, and has a passionate and dedicated social media following including more than 125,000 followers on Twitter, 141,000 Facebook fans, and some 240,000 people view his popular YouTube video channel that has seen over 150 million views.
Pirillo’s LockerGnome and other online properties continue to be popular sources of trusted up-to-the-minute technology and Internet culture news.
At Pubcon, Pirillo will speak about an area widely underutilized in online marketing. “While content remains king, there’s something greater than content to generate: a cult of personality,” Pirillo said of his upcoming Pubcon New Orleans 2013 keynote.
“This isn’t just about ‘building a personal brand’ — it’s about evoking interpersonal connection with community. This simply cannot be gamed, and the rewards remain largely untapped by an industry that is buried by ‘content’ and outmoded means of measuring value. Attention is difficult to attract, and near-impossible to measure and maintain. Advertising models will be forced to adapt, and sponsorships will begin to reign supreme,” Pirillo added.
You won’t want to miss Pirillo’s keynote during the week of Pubcon New Orleans 2013.
Get to know Pubcon keynote speaker Pirillo:
- Chris Pirillo website
- LockerGnome website
- Twitter profile
- Facebook profile
- Google+ account
- YouTube channel
- LinkedIn account
- Wikipedia page
THREE KEYNOTES JUST THE START OF PUBCON’S WEEK OF LEARNING
Register for Pubcon New Orleans 2013 now at some of the fairest pre-conference rates in the industry, and enjoy keynotes by Slaby, McClure, Pirillo, and panel discussions by the hundreds ofother leading technology speakers who will present sessions in The Big Easy on April 22 – 25 at the state-of-the-art New Orleans Convention Center. Check out our tips for New Orleans, or the GoNOLA guide, and we look forward to seeing you there in just over a week.
Lane R. Ellis
- What is Pubcon New Orleans 2013?
- Where can I register for Pubcon New Orleans 2013?
- Conference session lineup
- Conference speaker roster
- Lodging and venue
Pubcon Video allows you to see all of our world-class sessions featuring more than 150 top speakers during Pubcon New Orleans 2013 on April 22 – 25 at the New Orleans Convention Center.
With online access to Pubcon New Orleans 2013 speaker presentations — filmed by professionals — you’ll never again need to worry about missing a session during Pubcon.
With so many simultaneous session tracks it’s often difficult to choose which panel to attend, especially when there are two or more you’d like to see scheduled to take place at the same time.
With Pubcon Video’s on-demand post-conference access to professional video of sessions, the cutting-edge content of Pubcon New Orleans 2013 is at your fingertips to watch at your convenience once the conference is over.
Priced affordably as either a stand-alone product or as an add-on to Pubcon Gold and Platinum passes, Pubcon Video’s conference footage is the perfect way to get the most of one of the year’s biggest and best new media and online marketingconferences.
We’re happy to offer professional online access to the sessions at Pubcon New Orleans 2013 — another way we’re working hard to bring Pubcon attendees the best conference in the industry. Video footage from Pubcon New Orleans 2013 will be available for 90 – 120 days after the conference concludes.
Sign up for Pubcon Video today and enjoy 150+ speakers during the many sessions at Pubcon New Orleans 2013 on April 22 – 25.
Lane R. Ellis
Pubcon New Orleans 2013, the premier social media and optimization conference, takes place inThe Big Easy in just a few short weeks on April 22 – 25 at the New Orleans Convention Center, and anticipation is brewing for one of the year’s biggest and best week’s of technology.
Pubcon New Orleans 2013 will feature three major keynote speakers, starting with a Tuesday morning kick-off address by Obama For America social media strategist Michael Slaby, followed by Wednesday and Thursday keynotes by Chris Pirillo, popular online entrepreneur and founder of digital culture company LockerGnome, and Dave McClure, renowned venture capitalist and founding partner at 500 Startups.
Pubcon’s Masters Group training program features three premium tracks of sessions dedicated to pay-per-click (PPC) and landing page optimization (LPO), organic search engine optimization (SEO), and social media marketing and optimization (SMM and SMO).
We’ve compiled a list of everything in store during the week of Pubcon New Orleans 2013, in "67+ Big Easy Insider Tips For Pubcon New Orleans 2013," and have an additional collection of some other Big Easy tips and ideas for your visit listed below.
VARIETY OF BIG EASY LINKS
- Food-Free New Orleans Fun by Haley Adams for MyNewOrleans.com
- Lessons From New Orleans: Creating A Sustainable Business Culture by Adriana Lopez for Forbes
- Resurgent New Orleans Attracting Seasoned Entrepreneurs by Mark Waller, NOLA.com for The Times-Picayune
NEW ORLEANS QUICK TIP VIDEOS FROM GONOLA
New Orleans City Park Gondola Rides
New Orleans Mardi Gras: A How To Guide
How To Make A New Orleans Vieux Carre Cocktail
The New Orleans Food Trucks Scene
If you haven’t registered yet, sign up now and join thousands of the world’s leading online innovators this April 22 – 25 as Pubcon New Orleans 2013 becomes the center of the digital universe. We look forward to seeing you in New Orleans soon.
Lane R. Ellis
The Pubcon New Orleans 2013 Masters Group training program on Monday, April 22 — the daybefore the full conference begins — will offer an updated landing page optimization (LPO) and pay-per-click (PPC) track of sessions led by Internet marketing strategy innovator and bestselling author Jeffrey Eisenberg, noted marketing optimization expert and bestselling author and columnist Bryan Eisenberg, Certified Knowledge founder and popular Pubcon speaker Brad Geddes, four of the industry’s top PPC and landing page optimization professionals.
If you haven’t yet attended a Pubcon Masters Group training day, it’s the ideal way to start off a week of social media, optimization, and digital marketing at Pubcon in The Big Easy. Kicking off the Pubcon New Orleans 2013 Masters Group training program will be a keynote address by Tim Ash, bestselling author and chief executive at landing page optimization firm SiteTuners.
In 1998 Jeffrey Eisenberg, partner at Eisenberg Brothers and Associates, co-founded online marketing firm FutureNow, serving as its chief executive until 2009 and helping to invent a noted marketing framework known as Persuasion Architecture. The co-author of Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action” and “Waiting For Your Cat to Bark?”, Eisenberg will bring his unique PPC wisdom to Pubcon Masters Group attendees.
Noted Internet personality and Eisenberg Brothers and Associates partner Bryan Eisenberg, also
Geddes is an innovator in online marketing theory and best practices who has been pushing the boundaries of Internet advertising since 1999, and is known for his ability to demystify the more complicated aspects of SEO, PPC and online advertising, and his sound and thoroughly-researched strategies make him a great addition to the Pubcon Masters Group PPC training track.
Join Jeffrey and Bryan Eisenberg and Geddes, some of the world's top PPC experts, for the all-new Pubcon Masters Group training program PPC track, and examine the unique challenges and opportunities that PPC professionals face daily.
PUBCON MASTERS GROUP PPC & LANDING PAGE TRACK DETAILS
Part 1: Creating a Successful Account Structure – Brad Geddes
A successful AdWords account needs to take into account many variables, such as keywords, match types, negative keywords, ads, user intent, and the buying funnel. In this session, you will learn how each of these items works, and learn strategies for organizing the data to maximize your chances for success. Within the organizational structure, successful accounts are always testing ads. You will learn ad copy testing techniques as well as take away testing examples you can try immediately in your own account.
Part 2: Advanced Tactics: Quality Score, Advanced Bidding, & Time Management – Brad Geddes
Quality score is the bane of many advertisers. Learn how quality score works and techniques for improving your own quality score. Gain insights from other advertisers to see how they have moved beyond basic bidding techniques to increase their AdWords profits. No advanced bid system is necessary to employ any of these bidding methods. Everyone has too much work and not enough time. Learn PPC time management techniques so that you are spending your valuable time wisely while still increasing your account’s efficiency.
Parts 3 & 4: Perfecting Landing Pages – Bryan and Jeffrey Eisenberg
Landing pages have become a critical part of every marketer’s toolbox. To create effective landing pages, marketers must understand the 10 key elements in the anatomy of a landing page and what role they play as part of a greater conversion optimization framework. Conversion rate optimization expert pioneers Bryan and Jeffrey Eisenberg will teach you all about the anatomy of a landing page, a conversion optimization framework and review the tools available to get the job done.
This is an advanced training based on practical experience the Eisenbergs have earned from optimizing thousands of landing pages for large B2B and B2C companies. You will learn the critical factors that make people convert on a landing page. You will also learn that testing within a framework is more than gut feel, changing a color, moving items around or changing buttons on a page. You will learn proven methods that will make an impact and increase conversion rates.
You will also learn:
- How to apply a simple but powerful framework to all your conversion optimization — The Conversion Trinity
- How to use testing to understand your customers’ motivation
- How to choose from three types of action pages
- What nine variables to include in your landing page and the five dimensions to rate them
- How to get your customers’ attention, keep them engage and get them to take action
- How 30 key optimization factors can be broken down into four main categories you can use to optimize your landing pages
- How to select the tools that are appropriate for each task involved in optimizing landing pages
Part 5: PPC Question and Answer Session – Faculty
A rare opportunity to have specific questions answered by our top PPC speakers in this rapid-fire Q&A session.
PUBCON MASTERS GROUP ADDITIONAL DETAILS
- Pubcon Masters Group Organic SEO Training Program
- Pubcon Masters Group SMM and SMO Track
- Pubcon Masters Group New Orleans Training Program Overview
The Pubcon Masters Group training program is a popular exclusive add-on opportunity separate fromthe Pubcon conference, featuring a complete day of intensely focused and highly personal learning from leading innovators. Sign up for the Pubcon Masters Group training program now.
We hope you can join us for this strong Pubcon Masters Group PPC and landing page optimization track of sessions, and for the entire week of Pubcon New Orleans 2013 in The Big Easy, taking place in less than a month on April 22 – 25 at the state-of-the-art New Orleans Convention Center. Check out our “67+ Big Easy Insider Tips” to learn more about why you can’t afford to miss the year’s largest and most-anticipated social media and optimization event.
Lane R. Ellis
Pubcon Regional SFIMA Summit 2013 takes place on Tuesday, May 14 at the Miniaci Performing ArtsCenter on the Nova Southeastern University campus in Davie, Florida, and a variety of hotel options are conveniently located nearby for those traveling to the Fort Lauderdale area.
The closest three hotel choices for Pubcon Regional SFIMA Summit 2013 are the Holiday Inn Express & Suites Fort Lauderdale Airport West, the Renaissance Fort Lauderdale-Plantation Hotel, and the Homestead Studio Suites, all located within a few miles of the conference venue. Nova Southeastern University lists all of the nearby hotel options:
The Pubcon Regional SFIMA Summit 2013 is a great opportunity for area attendees and local marketing agencies to learn from leading Pubcon speakers at a dynamic event with tracks dedicated to organic search engine optimization (SEO), social media marketing, search engine marketing (SEM) and more, supported by local search and social media groups.
PUBCON REGIONAL SFIMA SUMMIT 2013 SPEAKERS
Read what Pubcon Regional SFIMA Summit 2013 has in store, with an impressive lineup of top Pubcon and SFIMA innovators.
Owner and President,
Chief Strategist / President,
Karner Blue Marketing LLC
VP of Business Development,
Founder & CEO,
Internet Marketing Ninjas
VP of Marketing,
Ten Golden Rules
Forensic SEO Consultant,
Alan Bleiweiss Consulting
Chief Executive Officer,
Community and Branding Manager,
Internet Marketing Ninjas
Search Marketing Manager,
Internet Marketing Ninjas
The Buyer Group
President, Search Marketing Strategies,
Sr. SEO Strategist,
Usability Analyst/Founder Cre8asiteforums,
Internet Marketing Ninjas
Director of business development,
Internet Marketing Ninjas
Social Media Manager,
Red Roof Inn
CEO / Founder,
PUBCON REGIONAL SFIMA SUMMIT 2013 DETAILS
- Session Lineup
- About the Event
- Keynote Speakers
- SFIMA Event Information Pages
- Reserve Your Spot
- Hotels near Nova Southeastern University
We look forward to seeing you in sunny Florida on May 14 for Pubcon Regional SFIMA Summit 2013.
Lane R. Ellis