89 top tips and highlights from SES London (Day 1)

89 top tips and highlights from SES London (Day 1)
Nestled amongst the Houses of Parliament and Westminster Abbey, you’ll find this year’s SES Conference and Expo. Hayley Coutinho, Senior Paid Search Consultant, and I have been listening to presentations about Google updates, paid search, AdWords tricks and tips, web analytics, and advances in mobile. A common theme from speakers is that your social media strategy and content marketing should be properly integrated in 2014 (and beyond). Here are our top tips from the first day:

Running in Real-Time: Bringing Campaigns to Life by Marketing in the moment

by @BruceDaisley, Twitter, UK Managing Director 1. Use keywords as trigger points to take advantage of, and participate in Twitter conversations. Position your brand’s content in front of people talking about relevant topics and events. 2. Use tools like Topsy to understand the rhythm of topics and to help you prepare for “moments”. e.g. brands took advantage of people talking about bad weather for their marketing points. You can even plan in advance e.g Adidas UK took advantage of the tube strike: boostlondon 3. Twitter is driving people towards purchase – “94% of Twitter users are shopping on their mobile”. 4. Marketing for unexpected moments depends upon your state of mind. But you can prepare for these moments well in advance for any eventuality, good or bad, that might happen. e.g. when o2’s network went down. They responded to complaints with great humility, but they said that they had already prepared for such an event. 5. Find your brand’s correct tone of voice. Will you be funny, timely, irreverent. Most brands have a different corporate tone which can be quite discordant. 6. Having a human element for your social media is essential. You’ll find that even if you tweet @ at Brand, you’ll be tweeted back from an individual, or even a brand’s customer service account, like Burberry.

Attract, Engage, Convert: Smart Paid Media Tactics

by @Matt_Umbro Marin Software 7. It’s important to understand and gather data about your channels, audiences, revenue and content in order to effectively optimise campaigns and harness reporting and analytics. 8. Many advertisers focus on revenue models for their bid strategies. Instead, they should be considering LTV (Lifetime Value) and downstream models. 9. Integrate offline data into your optimisation platform such as call tracking. 10. Audiences will become the new keywords in future targeting. 11. Data for RSLA ads will become more sophisticated and we’ll be able to target users on search based on their demographics much like the GDN (Google Display Network)

Building a B2B Social Media Cohesive Strategy

by @JudithLewisFounder, deCabbit Consultancy 12. The key is to understand who your social shares are activating. You need to activate the right people in the right way at the right time. 13. LinkedIn is key for B2B marketing. 14. Place every platform under an analytics account to make sure you’re measuring everything and that everything is cohesive. 15. Make all channels centrally reflective; with consistent imagery and messaging.

Building a B2B Social Media Cohesive Strategy

by @KristaLaRiviere, Cofounder and CEO of gShift 16. A Tweet only “lives” for 18 minutes. That means a lot of data is lost. 17. If you have one minute left in one day, post a piece of content to Google Plus. 18. The new definition of SEO – enhancing your web presence’s footprint, encompassing search, social and mobile. 19. It’s difficult to do social media if you don’t have a content marketing strategy. 20. Build associated hashtags into your keyword targeted conversations on social media. 21. For your social strategy; start with social keyword research to kick-start your smart content. 22. For social media success: get all of your content stakeholders on board. 23. Don’t even bother starting unless you know how to measure your social presence. 24. The Hierarchy of Web Presence Optimisation: this pyramid will help with your overall web strategy: hierarchy-web-presence-optimization

The Rapidly Changing Face of Google

by @El_Bod and @AlanCWolfgang, Brendan Almack, Senior Paid Search Specialist, and Alan Coleman, CEO, Wolfgang Digital. 25. Be the first to harness new releases from Google AdWords. The results from new releases tend to be better in the early stages, for example, CTR on new Google engagements ads is higher than ads without. 26. Google is now firmly embedded into our thinking, we effectively outsource part of our thinking to Google. 27. Considering research into how we process images quicker and easiar, Google are altering their SERPs to include more images that meet your search query. Advertisers can benefit from this by using PLA (Product Listings Ads) 28. Using both text and PLA simultaneously has proven (by Wolfgang) to increase CTR. We believe that users trust your brand more if they see both ads in the SERPs. 30. PLA tips:
  • Be price competitive
  • Use an attractive product picture
  • Use AdWords labels
31. Google are a trusted source so use review extensions. PLA and seller ratings can help to improve the customer experience and allow them to compare from the SERPs before deciding to click. They may also be further down the purchase funnel as they already know the price and trust the brand because it’s being presented within Google. 34. Wolfgang believes that authorship is a Google ranking factor. Heatmaps show that if you have a picture next to your link, you’ll attract more clicks. 35. Wolfgang’s 2014 predictions: – Video ad extensions (ties in with 4G on mobile) – Google will move to predictive search using the data they have like “Google Now” on Android. Here’s a picture of Wolfgang’s top take-aways: changing face of Google

From Strategy to Execution: Creative Content Marketing

by @LisaDMyers, Lisa Myers, Verve Search 36. Creative content marketing is onpage, offpage and can happen on anybody else’s page. 37. Shit blogger outreach doesn’t work. Guess what? It never did. 38. You need to think more creatively about your blogger outreach e.g what you care about and what you feel passionate about. 40. Passion shows through which will help your content get placed. If not at first, try again. 41. Great content doesn’t have to be cheap #sk8seeing for Brighton wasn’t expensive, and we had video content to offer third party websites. Here’s the video: Video credit: #Sk8seeing – Brighton on a Skateboard by HotelClub Brighton

From Strategy to Execution: Creative Content Marketing

by Matt Roberts, VP of Product, @Linkdex 42. Content marketing IS NOT something that you do sporadically 43. ZMOT (Zero Moment of Truth)  It’s about what consumers do when they buy from you – research by Google 44. 50% of everything that we buy will touch a search engine at some point – that’s why it’s imperative to consider search engines for every piece of content you create. 45. Contagious framework – score your ideas against a variable spider diagram – having the discipline to use a framework will help you create better content. 46. Create a content waterfall – hold a seminar, broadcast it and then turn it into a downloadable video. 47. Valuing content – did it increase search visibility? Did it resonate with an audience? Did it resonate with an individual/personas? Did they engage with it?

Social Advertising to Increase Lead Gen, Engagement & ROI

by Celia Burnett, Consultant, @Deloitte 48. People are researching differently. 56% of the buying cycle is spent searching for and engaging with content. 49. Content that works well on social includes: free guides, products tips and facts, contests and newsworthy moments, 50. Salesforce saw a 3050% uplift in CTR between their Facebook marketplace ads compared with promoted ads in their feed. 51. Custom audiences in Facebook (and soon to be on Twitter/LinkedIn) allow you to upload your own data e.g. mailing list to target users on Facebook with highly relevant and segmented ads.

Mining Your Search Keywords & Social Data for New Revenue Opportunities

by @aleyda, Aleyda Solis, WooRank 52. For mobile: to find queries that are already giving your site visibility – switch to landing pages. But prioritise your money making pages. This will tell you the content that you need to be creating. 53. See if these mobile queries are matching up with your existing keyword data – there might be opportunity there! 54. Use the SimilarWeb tool to discover what your competitors are doing well. Compare one site with another and see which keywords are giving traffic to your competitors. 55. Tribalytics allows you to identify your Twitter influencers and communities. 56. The International SEO ROI calculator – is it worth going international? Find out! http://www.internationalseomap.com/roi-calculator/

Mining Your Search Keywords & Social Data for New Revenue Opportunities

by @Bastian Grimm, Managing Partner, Grimm Digital 57. Buy cycle modifiers – these include variations on what you’re targeting. Use words with buying intent e.g. “buy women’s shoes” or “cheap holidays in Italy” 58. Consider adding descriptive words to your content e.g colour, style e.g. “red women’s shoes” 59. Check your internal site search log within Google Analytics (GA)- do you have content that covers what searchers are looking for? 60. Don’t target keywords if you haven’t got the content to match – your bounce rate will go up 61. Check Google Trends for timing your new product launch 62. Scrape Q&A sites for content ideas. Put your findings into a spreadsheet 63. A competitor’s main navigation can provide crucial insight into their strategy 64. 15 Lines of Bash – scrapes keyword research data from Google, Bing and Yahoo 65. Alchemy – throw in loads of keywords and segment via sentiment and category

Beyond the Last Click: Smart Multi-Touch Attribution Modelling

by @Martyn Bentley, Managing Director, Chango
66. On average 43% of conversions are assisted from another channel. The multi channel section in GA can show you this. Its likely however, that this figure is higher due to multi-device customer journeys.
67. It is worth noting that assisted clicks and last click conversions should not be added together to get total conversions. This is because assisted clicks also include some scenarios where the source was both assisted and last click, eg. The user visited via a PPC ad then came back the next day via a PPC ad.
68. The problem above can be tracked in a more accurate way by creating a custom filter in the custom reporting section of GA.
69. There are problems with GA’s attribution modelling, eg. you cannot link between online and offline conversions or multi device customer journey’s.

Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine

by Cheri Percy, @Distilled 70. There is no such thing as mobile – we need to start building for all screen sizes. A screen is a screen is a screen. 71. You need to create specific content for each channel e.g. Instagram, YouTube and Vine – audience-centric content. 72. When hosting – ask yourself: what do I want from my video? If you want traffic, host your video on your own domain. 73. YouTube will show you how successful your video has been through YouTube Analytics. Check how many views you’ve had and how many people have embedded your video. 74. Vine – check out the trending topics in the “explore” tab. This will give you an insight into what’s popular and what content to create. 75. Determining the success of your campaigns – use webstagram. Find users via keyword. 76. Followgram – accurate account analytics. Which has been your most “liked” video? 77. Video is more than viral – it’s about a story attached to your brand.

Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine

by @Jon Mowat, Managing Director, Hurricane Media 78. The emotional beat – the part where you’re going to engage your audience. 79. The logical beat – this is video content that’s further down the buying funnel. 80. Your video campaigns needs emotional and logical beats 81. You need to share both beats across all channels 82. Drive people from one beat to another. Push them along your brand’s story. 83. Brands that have all the beats working together, across all screens, will benefit. 84. How to make sure your campaign is a success: try to say less and do it better. 85. Try to build the ultimate story by incorporating both beats eg. emotional/logical/emotional, like Astrium’s video: 86. Principles pf short form video; moments; get behind the scenes, capture events. 87. Do some episodic stuff 88. When do you do it yourself? Make sure you have time to do it yourself 89. Main metric to find out if your videos are doing well – see how long people are watching for.

And there’s more

If you found these tips useful, check out: 90 Tips & Tricks from SES London (Day Two) 83 Takeaways from SES London (Day Three) Oh, and if you found the list helpful, please share it.
Zoe-Lee Skelton

Zoe-Lee is responsible for creating Receptional’s content strategies. Zoe-Lee’s work has encompassed everything from performing keyword research to re-writing a niche company’s entire website copy. She has created successful content marketing plans for clients from a variety of industries. Zoe-Lee is Google Analytics Qualified.

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