Image by LevelTen Interactive via FlickrLast week I attended as many of the sessions from the Inbound Marketing Summit's Dallas stop as I could. (I'm still not quite sure what I was thinking in scheduling myself out of the school district for any period of time in second-to-last week of school, but that's a different story.)
What we have here are presentations I attended and some take-aways worth sharing:
Search Engine Optimization (SEO) 101
by Mike Volpe - VP of Inbound Marketing at HubSpot
Seo 101 - Inbound Marketing Summit - Dallas
- Have a broad footprint of published content
- Publish content worth sharing - Would anyone actually want to share this beyond its intended audience?
- Shhhhhhh! Social Media is actually an important aspect of SEO.
- The type of marketing that works today is not the same as what worked before.
- It's less about the big-budget and more about creativity, hard work, and brain power.
Advocacy, Badvocacy & Upsetting Apple Carts
by Tim Marklein - EVP of Measurement & Strategy at Weber Shandwick
IMS Dallas tmarklein "Advocacy, Badvocacy & Upsetting Apple Carts"
- We need to rethink the channels, reach, influence inside and outside the organization.
- Traditional marketing needs to adapt to Advocacy marketing.
- Tell many stores, one at a time, synchronized, through many voices, to "micro" markets.
Discovery & Ambient Awareness
Tools, Techniques & Processes
by Mike Walsh - CEO of Leverage Software
- We are all limited by what we are able to consume.
- Low "noise-level" helps keep you super-efficient.
- Be like a kid [again] through filtered discovery!
- Your community helps by letting you discover information you didn't know you needed.
by Mike Moran - Chief Strategist for Converseon
Related blog post: Internet Marketing, Texas Style
- Once we start measuring things then we become responsible for making them work.
- Your aquisition costs for new customers is much higher than for existing customers.
- Case for Public Relations: How far did your message travel?
by Greg Matthews - Director of Consumer Innovation at Humana
- Be a vacuum - study, try, read, talk to trusted sources, and get good information
- Try stuff - have the license to experiment
- One of the benefits of doing wacky stuff is that it gets you noticed.
- One thing to remember about Social Media is to be careful of what you say and where you say it.
by Paula Berg - Manager of Emerging Media at Southwest Airlines
- Engage with your advocates first.
- Negative feedback is secondary.
- Make the mundane fun.
- Establish channels before a crisis.
- Don't be afraid to join the conversation.
- [Internally] You already have all the talent you need.
- Take the organization's message and translate it into the language of the Social Media tools.
That's it. I was not able to make any of the other sessions. Thankfully others did and you might find their posts, decks, and videos useful as well.