The third and final day of SES London saw another tumult of top tips. Today was focussed on connecting everything we’ve learned so far, particularly how we can use data from audience and competitor analysis to create solid, integrated marketing campaigns. Here are our takeaways from the final day of #SESLondon:

Maximising Marketing Returns in a Socially Connected World

by Nick Burcher Mediacom

1. We’re so connected, we’re sharing collective moments through the web and through social media. We’re becoming less passive to events. We’re now commentators.

2. There are two types of audience – the passive and the active. Passive people are watching and occasionally sharing in order to join in. The active are creating things e.g.remixes of funny videos and sharing them. This is why you need to create paid, earned and owned content.

3. Advertisers are not just competing with other brands anymore; we’re competing against content created, remixed and perpetuated by friends, friends of friends, and even goats:

4. If you want to grow and keeping growing, you need to give your owned content a boost with paid media. Everything is connected and social media is the glue that holds it together.

5. Your audience can act as your marketing agents if they want to share your content – make them say ‘have you seen this?’

6. Converge data sets of your key topics. You’ll get to know your audience’s routine. Topsy found that more people talk about running in the morning and shopping in the evening.

7. There’s always something going on that you can take advantage of. Most recently the #tubestrike :


8. Once you’ve defined your social channels, you need to decide who you are; will you be authoritative? friendly? helpful? or entertaining? Otherwise it will be hard to keep going.

9. You’ll have an editorial calendar – but you’ll need regular, unplanned content to keep going. You can tap into moments, like Coca Cola with their named bottles. They sent out a graphic for the Royal Wedding:

wills and kate

10. Remixing your old content can make it relevant again – remix and collaborate with others.

11. Customer service is also another outlet for media – responding to customer complaints with humour can gain traction on both social channels and coverage elsewhere on the web.

12. Be prepared to abandon your strategy for the short term – be aware of and respond to events, it took 4 minutes for the first paid twitter ad to appear for the key term ‘Power Outage’ at the Superbowl

13. To keep your content strategy going, you’ll need to mix it up with paid media – Daft Punk seeded a short video of their upcoming song “get lucky”, and this spawned a few spoofs AND earned links e.g. Russia Police parody of “Get Lucky”:

14. Use your available data to inform content choices and align this with your content calendar.

Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic

by Andre Alpar Partner at AKM3

15. Getting your site’s crawling and indexing right is the foundation of ranking, not simply good rankings.

16. Google crawlers are lazy – help them to focus on the most important URLs by blocking the less important ones – some are only important for the users, some are important for link power, some will benefit both.

17. Use tools like screaming frog and to see how a robot views your pages – judge each page on its worthiness of being indexed.

18. How many URLs are you going to distribute your link juice across? Would you rather get high position for few keywords or rank lower for lots of keywords?

19. Use landing pages that deliver what particular audiences are searching for, don’t try to push them to a different keyword and down a path they didn’t want to follow in the beginning.

Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic

by David Naylor Bronco

20. WMT (Webmaster Tools) data is inaccurate – according to WMT, Bronco ranked number 1 for ‘marketing agency’ which sounds brilliant, but it was only if your location was set to Ripon, and it also only had one impression.

21. WMT only gives sample data, download new data every day or week to build up the link profile, as well as using 3rd party tools.

22. Copyscape monitors your content for duplication, simply paste in your website.

23. Use ‘site:’ search functions to find indexed PDFs and other resources, and decide whether you want them to be indexed or not.

24. Beware of 301 redirecting a whole site when rebranding. Either Google is suspicious of these or the redirect dampens the effect of the good links and amplifies the bad ones. Prepare to recover from a penalty on the old domain.

25. There must be activity on the Google+ account and on multiple websites for that person’s authorship to gain authority.

Driving Business Value with a Social and Content Master Plan

by Bas van den Beld State of Digital

26. Storytelling is nothing new, we’ve been telling stories to get the message across for years – stories don’t have to be long, they can be told using the right pictures at the right time, on the right topic.

27. Recycle, change, update your social posts on the same topic, as you would revisit your old content. You can make it more relevant to each demographic and use different ways to get the content seen.

Audit your GA Account: What you see is not always what you get

by Nikki Rae Future Insight Analytics

28. Why are you getting direct traffic to pages with obscure URLs? These could be untracked links coming from non-html based documents e.g. Word or Outlook. Or improperly tracked links from display ads

29. When is a referrer not a referrer? part 1: There are pages missing in GA  (Google Analytics) tracking or you haven’t properly set up that subdomain to be tracked under your main domain. To see if you have any issues, Use Screamingfrog to check if tracking code is on every page of the site.

30. When is a referrer not a referrer? part 2: Untracked links are coming in from webmail sources. This happens if you don’t link up your email campaigns – and you really should be syncing your email campaigns with Google Analytics.

31. When is a keyword not a keyword? Because they are not your keywords, your site has been copied and published elsewhere, taking the tracking codes with them. It could be human error. To fix this, add a filter and input only your host details.

32. Are you maximising data input? Make sure WMT and AdWords accounts and linked to Google Analytics

33. Ensure all campaigns are manually tagged.

Tracking the untrackable with Universal Analytics

by Yehoshua Coren Head of SEO, Havas Media

34. Phone call tracking: with dynamic numbers you can configure whether someone has called back a few times or visited a site a number of times. This can impact upon business spend.

35. If you can capture your prospects business name, you can track them across their activity on your site. If they’ve interacted a couple of times you can call them or target them with content related to pages on your site they’ve viewed.

36. Use the tool conversionsworks: Take the API from Basecamp in order to measure client project velocity – pool this in Google Analytics and you can see how quickly projects are getting done.

Breathing new life into your email campaign

by Phillip Storey Lyris

37. Email is still relevant. It’s a consumer connector of everything. It’s one of the first form of contact details you’re asked for.

38. Embrace automation in your email campaign: for ecommerce sites, provide a welcome email, basket abandonment email, and even follow up with a product browse email – this shows they have some buying intent, but they decided not to buy. Maybe they need reminding or more help.

39. Try an automated “Happy Birthday” email – offer a percentage off their purchase.

40. Lack of engagement email: target people who haven’t opened your email for the past six months, like ebuyer:


41. Look at automation as a series: e.g. if your prospect didn’t use their 10% discount code, send an email reminder about their discount.

42. Follow up welcome email: subject line could be “stay connected and follow us”. Include links to your social media channels.

43. Actually use your email data: feed email data back to your CRM platform. This can help you to measure subscribers’ sentiment.

44. Make the right offer at the right time: include a countdown clock to show readers when their offer expires.

45. Geolocation – show someone when they open an email where their nearest store is – bridging online and offline conversions.

46. Use dynamic content – this can help you to enrich your database, find out what someone’s gender is.

47. Use email to collect reviews. Amazon collect reviews right there in the email using a simple, HTML box.

48. Seduce with personalised dynamic content: send out emails only if there is relevant content and stock for that person e.g. for retail: send out an email only if there’s stock in their size.

49. Make your emails text heavy because some devices block images. You won’t be able to get your proposition across if your images are blocked.

50. Video in email: it’s here and it’s a bit easier to include. It is supported in most web app environments.

51. Video: make sure your videos are in MP4 format, no longer than 30 seconds and host the video on your site.

52. Video email: if the video doesn’t display, you can use a fall back image, like Nike’s run video campaign:

nike run

53. 51% of emails are now opened on mobile devices according to litmus report

54. Add a sign up to email button in twitter – it is do-able!

55. Allow recipients to pin, share and tweet your email – perfect for brands with visual selling points.

Bringing Personality to your email marketing

by Kelvin Newman Rough, Agenda

56. Surprise is good, but if it doesn’t work in plain text, it doesn’t work. Your email shouldn’t be so reliant on visuals.

57. If your competitor could have sent the same email, you’ve failed.

58. Talk about benefits not features. You shouldn’t be talking about your product, you should be talking about what your product allows you to do.

Data-led decisions: Online B2B

by Jacinta Walker Inbound Marketing Manager and Online Advertising at salesforce

59. 78% of B2B purchases start in search

60. If you really want to be a successful online marketer, you have to become a data nerd.

61. Display and social advertising is the perfect combination because you’re targeting your core audience with a format they’re familiar with.

62. People never click on display ads, if they ever did. SalesForce found that 27% of people are more likely to search for your brand after seeing display ads. Here are the other stats:

— Laura Roth (@lauraroth) February 13, 2014


63. Salesforce stat: Over 90% of users do not click on adverts. But you can use tools like doubleclick to find out if there has been a “conversation uplift” resulting from seeing an ad.

64. If you stop doing display then you will see the decrease in brand search, suggesting that push advertising is still important.

65. Reach the right people with self-identified demographic and pyschographic data – social networks have collected so much personal data from trillions of users, so you can make sure you’re targeting the right people with display advertising on social media. You can target them in a personal way.

66. You can use email lists to target dormant subscribers via Facebook ads. Simply upload them to Facebook and create a new ad campaign.

67. It’s important for your sales team to follow up with visitors that have reached your site from a highly targeted ad campaign. Thus could be in the form of an automated email which might help them to make up their mind.

68. If you integrate your leads into your CRM, this data can help your CRM solution to calculate bids for your adverts.

69. Choose an attribution model and look at the entire picture. Use this attribution model across your search engine marketing. Don’t just rely on Google Analytics figures.

Spy vs Spy: Competitive Analysis

by Mark Mitchell BrightEdge

72. In an increasingly ‘white hat’ environment, competitor exposing is becoming more common. If you’ve been contravening Google’s terms and conditions (even if it was several years ago), make sure you’re aware of the risks you face.

73. You must measure your competitors for each keyword you target, for organic and for paid, all these competitors will behave differently to each other and in each channel. Your competitors will all appear differently in search results with unique image and video extensions.

74. Break down your competitors’ page performance to discover where your competitor’s SEO and content is strong and identify gaps that could be exploited by you.

75. Understand your visibility on mobile – who are your competitors on mobile?

Earned Link Building: Do We Need to be Special?

by Kristian Mar Hauksson

76. Big brands aren’t thinking about links with their campaigns – they’re thinking about building their brand’s visibility e.g. Van Damme, Volvo splits video:

77. In fact, this brand doesn’t really know about link building, but this stunt attracted masses of links.

78. Are brands able to earn links as they have the budget to create crazy ad stunts? Should we let Google dictate to us what we should be doing in order to earn links? These are the questions that are shaping link building for the future.

Filthy Linking Rich: Driving The Right Traffic to your site

by Paul Madden Director for Manual Link Building

79. The commerciality of anchor text could trigger potential action against you.

80. Keep your link activity varied as it makes it hard for Matt Cutts to come after you!

81. When trying to make a connection with a good site/blogger: look for a top x blog/proud member of badges.

82. Spend longer gathering data on who influences trust in your niche.

4 Steps to Building an Integrated Marketing Campaign

by Kevin Gibbons UK Managing Director at BlueGlass Interactive

83. Taking an audience oriented approach allows you to target each vertical in a specific way, Google do this by building features specific to music, public figures and travel.

We really had a blast the last three days, and would like to thank everyone involved in organising the event as well as the fantastic speakers!

And there’s more

If you found these tips useful, check out:

89 top tips from SES London (Day 1)

90 Tips & Tricks from SES London (Day 2)

Oh, and if you found the list helpful, please share it.