Creating a Data Driven Marketing Strategy

Wednesday, August 20, 2014. 

Update: Due to a Generous Sponsorship from DigiCert the Aug 20th Event Is Now Free/Open To All Utah Marketing Professionals! Please RSVP quickly as we expect this to be a SOLD OUT event! 

DigiCertDigiCert is an SSL Certificate Authority (CA) and a premier, trusted provider of enterprise security solutions with an emphasis on authentication and encryption via managed PKI and high-assurance digital certificates. Headquartered in Lehi, Utah, USA, DigiCert is trusted by more than 80,000 of the world’s leading government, finance, healthcare, education and Fortune 500® organizations. DigiCert has been recognized with dozens of awards for providing enhanced customer value, premium customer service and market growth leadership. For the latest DigiCert news and updates, visit digicert.com, like DigiCert on Facebook® or follow Twitter® handle @digicert. 

Without the data, marketing could be a complete waste of time and money. Data can help guide your marketing strategy in the right direction

We have two excellent presenters for you this month 

J. Rhett Frandsen,  SVP of Corporate Strategy, Rakuten Marketing 

J. Rhett FrandsenJ. Rhett Frandsen was named Senior Vice President of Corporate Strategy in May 2014. He was previously Vice President of Sales and Business Development at MediaForge, which was acquired by Rakuten Marketing in 2012.

Frandsen currently provides the strategic direction for all Rakuten Marketing channel, product, and regional development. This entails providing new and innovative business strategies, guiding market positioning, and helping to build out the company’s cross-channel marketing capabilities. In his previous position at Rakuten MediaForge, he helped with the creation and development of Rakuten Marketing’s multi-channel marketing attribution tool, Cadence. He is passionate about creating sustainable value through innovation for advertisers, publishers, and agencies. He is an expert in the planning and implementation of emerging media and technologies that push digital marketing into the future. Prior to this role, Frandsen served in several executive positions at Rakuten MediaForge that led to its success and eventual acquisition by Japan based Rakuten. He has a B.A. in International Business from Westminster College.

Joe Martin, Manager Adobe Digital Index Team

Joe MartinJoe Martin has a BS in Finance and a MBA in Strategy and Marketing from the University of Utah. He has worked more than seven years in consumer data analysis, corporate strategy, and digital marketing.

His reports have been featured on CNBC, WSJ, NY Times, Mashable, TechCruch, Forbes, AP, and other top tier press. He was most recently most recently quoted in Forbes and the NY Times for his findings around the World Cup. Joe is currently working as a Manager for the Adobe Digital Index team.

 

Understand How New SSL Ranging Factors Impact Your Website

As you have heard, Google is now using SSL/HTTPS as ranking factors for websites.

  • How is this going to impact search, now and in the future?
  • Is it best to be an early adopter? 
  • How can you as an SEO, or agency, help your clients with the transition? 

Brian Trzupek, VP of Strategic Projects, DigiCert Inc. 

DigiCert BrianMr. Trzupek brings his analytical expertise on many security subjects including PCI DSS, SaaS, cloud computing, vulnerability assessment, and TCP/IP. He is currently the VP of Strategic Projects at DigiCert where he oversees many partnerships and various initiatives designed to build value for DigiCert customers.

He previously worked for more than six years as VP of Managed Identity and Authentication at Trustwave where he helped fight cybercrime, protect data, and reduce security risk. Prior to Trustwave he was a founder of Creduware Software, Inc. a company that automated credential password and digital certificate renewal and installation, as well as policy based application monitoring.

So, be sure to join us on Wednesday August 20th.

Learn what data is important, and how you can use it to create marketing sttrategies that work! 

Q&A to follow featuring presenters

WHAT:

  • Actionable tips & tactics
  • Marketers discuss failure points & ways to win with search. 
  • Professional networking event. 

WHEN: 

Wednesday, August 20th, 6pm – 9pm  

  • 6pm – 7pm: Check-in, networking, food & refreshments served. 
  • 7pm-8:30pm: Presentations by guest speaker, panel discussion. 
  • 8:30-9pm: Q&A and wrap up.
 

WHERE: 

Adobe Technology Campus

3900 Adobe Way

Lehi, Utah 84043 

 

COST & RSVP DETAILS

Free for SLCSEM.org members, $20 for non-member tickets. 

Current Members: 

SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event. 

Members have until 72 hours prior to the event to RSVP / claim their tickets. 

Annual membership dues must be current to claim your seat(s).

  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 

Unclaimed member tickets may be sold to the general public. 

Walk-ins / not pre-registered – $20 at the door payable by credit card only. Must be checked in prior to 7pm.

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2014 State of Search – What Works and What Doesn’t

2014 State Of Search – What Works, What Doesn’t

Presented by Search Engine Land 

Elisabeth OsmeloskiReady to hear from the leading online marketing publication in the world? Search Engine Land is bringing best practices and top tips for search marketers in Utah on Wed July 16th gets everyone involved.

Elisabeth Osmeloski (our previous president at SLCSEM) is finally putting on her Search Engine Land hat and will share some valuable insights into the current state of search marketing! Conferences around the nation have been kicked into high gear, and plenty has changed in the search landscape.

Join us on July 16th for a different kind of event – with Search Engine Land leading an interactive presentation that will mix information with participation.

Get the latest scoop on trends in SEO, SEM and related digital marketing disciplines to find out which tactics are a FAIL and which tactics should still be a part of your marketing mix.

Follow Elisabeth on Twitter

Q&A to follow featuring Elisabeth Osmeloski

WHAT:

  • Actionable tips & tactics
  • Marketers discuss failure points & ways to win with search. 
  • Professional networking event. 

WHEN

  • Wednesday, July 16th, 6pm – 9pm  
  • 6pm – 7pm: Check-in, networking, food & refreshments served. 
  • 7pm-8:30pm: Presentations by guest speaker, panel discussion. 
  • 8:30-9pm: Q&A and wrap up.
 

WHERE: 

Adobe Technology Campus
3900 Adobe Way
Lehi, Utah 84043 

 

COST & RSVP DETAILS:
Free for SLCSEM.org members, $20 for non-member tickets. 

Current Members: 

SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event. 

Members have until 72 hours prior to the event to RSVP / claim their tickets. 

Annual membership dues must be current to claim your seat(s).

  • If you are unsure of membership status, contact: memberships@slcsem.org

Non-Member / At the Door Fees: 
Unclaimed member tickets may be sold to the general public. 

Walk-ins / not pre-registered – $20 at the door payable by credit card only. Must be checked in prior to 7pm.

*ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

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Bad Content is Killing Your Business – Learn How to Fight Back

Ask yourself: “What is the most important thing someone can do to improve online success?” Here’s the answer 99.999% of search engine marketing experts will give you: Content is King!  If that’s the case, don’t you think it’s about time you learned how to create engaging content?

There is a formula professionals use to attract & engage readers that anyone can follow. The key is learning it…

Announcing SLC|SEM’s Next Event: Bad Content is Killing Your Business – Learn How to Fight Back!

SLC|SEM RETURNS TO THE LEONARDO MUSEUM ON JUNE 18TH FOR OUR BIGGEST EVENT EVER!

Featuring: Jonathan Maberry

Jonathan MaeberryJonathan Maberry is a New York Times best-selling and multiple Bram Stoker Award-winning horror and thriller author, editor, comic book writer, magazine feature writer, playwright, content creator and writing teacher/lecturer.

He has previously been the keynote speaker of dozens of large conferences. These include: Comic Con, Zombie Fest, ThrillerFest and the American Library Association.

In addition, he currently has multiple books optioned for film and/or television development. Something you may not know: Jonathan was inducted into the martial-arts hall of fame in 2004.

Basically, if you love The Walking Dead, Die Hard or kick-ass graphic novels – you will love Jonathan Maberry.

Visit his website for more info:http://www.jonathanmaberry.com 
You can follow him on Twitter @jonathanmaberry

(BTW – We have 40-50 books to give away on a first-come basis to #SLCSEM members!)

  

Opening Presenter: Dan Bischoff

Dan BischoffDan acknowledges the main event here is the zombie author. So, he says, you can bypass his bio and just look at Maberry’s awesome bio, again. ;^)

If you’re still here, Dan has 10 years of experience creating professional content. As editor for the Associated Press, his work was published in USAToday, ESPN, Sports Illustrated, CNN, Deseret News, and the Salt Lake Tribune. He’s also a proven digital marketer and led content marketing and social strategies for SEO.com, Lendio, and most recently, Nature’s Sunshine.

Dan will speak on how he brought Nature’s Sunshine back from the dead by creating a social strategy that added 30k fans, a 20% engagement rate, and $100k/month in additional revenue.


As you can see, this is going to be an amazing event.

Please RSVP ASAP as this is a guaranteed sell-out.

Please contact us should you have any questions or special requests.

Cheers,

The SLC|SEM Board Email: Info@slcsem.org 
Tweet: @SLCSEM / #SLCSEM


WHAT:

  • Actionable tips & tactics
  • Professional networking event. 

WHEN: 

Wednesday, June 18th, 6pm – 9pm  

  • 6pm – 7pm: Check-in, networking, food & refreshments served. 
  • 7pm-8:30pm: Presentations by guest speaker, panel discussion. 
  • 8:30-9pm: Q&A and wrap up.

WHERE: 

The Leonardo

209 E 500 S
Salt Lake City, Utah 84111 

COST & RSVP DETAILS

Free for SLCSEM.org members, $25 for non-member and public tickets. 

Note: This event is open to the public. Any seats not reserved by SLC|SEM members by Wednesday June, 12 will be opened up to the public.

Current Members: 

SLC|SEM members, please choose the proper ticket option above. Note: All member tickets ordered will be verified against our current member database.

Members have until 72 hours prior to the event to RSVP / claim their tickets. 

Annual membership dues must be current to claim your seat(s).

  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 

Unclaimed member tickets may be sold to the general public. 

Walk-ins / not pre-registered – $25 at the door payable by credit card only. Must be checked in prior to 7pm.

*ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

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Corporate Blogging & Performance Frameworks

Two Great Presentations You Do Not Want To Miss

Corporate Blogging Among the Fortune 500: New Research on the Current State of Owned Content Strategy

Scott CowleyScott Cowley, marketing strategy instructor and digital marketing researcher at Arizona State University

For many companies, content marketing is the catalyst that keeps the brand top-of-mind and helps to humanize corporate communications. But the practice is complicated when it comes to corporate blogging among the Fortune 500. Come learn about some of the innovative things the blogging F500 are doing today (peppered with a rich history of quiet failures, stops, and restarts). This first-look presentation is based on data collection completed in May 2014.

Scott Cowley was previously the head of search engine optimization at ZAGG, SEO manager at SEO.com, and blogger for Search Engine Journal prior to moving to Phoenix to pursue a PhD in marketing at Arizona State. He frequently consults with student entrepreneurs and SMBs about SEO and digital strategy and is currently editing a college textbook on digital marketing. Though still early in the PhD program, his research focuses on linking digital strategy (specifically content and social media strategy) to corporate performance. He is a BYU graduate and can be found on Twitter @scottcowley.

Performance Frameworks – a visual guide to key objective and KPIs for marketing teams and agencies. 

Chuck Sharp, Right Intel

Chuck Sharp, CEO Right Intel

Understanding what success is to a company and agency can be discovered through strategic conversations and the development of a performance framework. This framework will be a visual guide that outlines objectives and supplemental KPIs to achieve goal-oriented success.

Chuck is the CEO and founder of Right Intel Corporation, a marketing intelligence software company. Current clients include Verizon, Hilton, P&G and a number of top agencies. Prior to Right Intel, Chuck founded and sold a firm that acted as the outsourced analytics group for agencies across the globe. Chuck also ran the performance analytics practice for iCrossing.

Chuck speaks at numerous industry events, including the National Center for Database Marketing (NCDM), Search Engine Strategies (SES), Association of National Advertisers (ANA), and was published in the Journal of Integrated Marketing. He sits on the board of the Information Systems Program at the University of Utah.

He is a frequent guest speaker at Northwestern University and is an adjunct professor at the University of Utah. Chuck graduated from the University of Utah and received a Master degree in Integrated Marketing from Northwestern University.

Discussion Panel / Q&A to follow featuring Dave and Chuck

WHAT:

  • Actionable tips & tactics
  • Marketers discuss failure points & ways to win with search. 
  • Professional networking event. 

WHEN: 

Wednesday, May 21 from 6pm – 9pm  

  • 6pm – 7pm: Check-in, networking, food & refreshments served. 
  • 7pm-8:30pm: Presentations by guest speaker, panel discussion. 
  • 8:30-9pm: Q&A and wrap up.
 

WHERE: 

Adobe Technology Campus
3900 Adobe Way
Lehi, Utah 84043 

COST & RSVP DETAILS

Free for SLCSEM.org members, $20 for non-member tickets. 

Current Members: 

SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event. 

Members have until 72 hours prior to the event to RSVP / claim their tickets. 

Annual membership dues must be current to claim your seat(s).

  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 

Unclaimed member tickets may be sold to the general public. 

Walk-ins / not pre-registered – $20 at the door payable by credit card only. Must be checked in prior to 7pm.

*ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

Have questions about The Art of Social Intelligence & Performance Frameworks – May 21, 2014? Contact SLCSEM.org 

 

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Relationships: Building Them for Now and Later

Relationship building is a way of life for marketers. However, many times we dig into all the various aspects of digital marketing so deep that maintaining those relationships doesn’t get the time and effort it deserves. Questions often asked are “What are the best methods to discover relationships valuable to my company?” or “How can I effectively maintain relationships I’ve worked hard to maintain?”. It is through these quality relationships that campaigns succeed and quality links are created.

Join us on April 16, 2014 to learn how to build, maintain, and track your valuable relationships.

To teach us these relationship building skills, we have three experts in relationship building coming to share their knowledge.

Featured Speakers:

Paul May

 Paul May, CEO and co-founder of Buzzstream:

Paul MayPaul is the CEO and co-founder of BuzzStream. Paul is a serial entrepreneur, having spent his career starting and working on early stage startups.

Prior to BuzzStream, he was a Principal at Orr Ventures, a seed venture fund, where he was brought in to serve as VP of Marketing for WaveBender. Paul has held senior roles in product, marketing, and business development at a number of successful companies, including SupportSoft, AlterPoint and BMC Software.

Paul has an MBA from Rice University and a BA from the University of Texas at Austin.

Twitter: @PaulMay | Google Plus: Paul on G+

 

Dan SorensenDan Sorensen, Communications manager at Fusion-io: 

Dan SorensenDan Sorensen is communications manager at Fusion-io where he creates content, builds campaigns and develops relationships with media in the enterprise technology industry.

Twitter: @Sorensenpower | Linkedin

 

 

 

 

Britnee JohnstonBritnee Johnston, Communications Manager at Thanksgiving Point:

Britnee Johnston is the communications manager at Thanksgiving Point. In 2013, Britnee helped Thanksgiving Point secure more than 100 news stories by developing and maintaining good relationships with the local media.

Twitter: @britneejohnston


After our experts share their wisdom, we will have an interactive Q&A session.  During the Q&A, we invite you to ask the relationship questions that have been plaguing you.  Come prepared with questions and we guarantee our speakers will come prepared with answers.


WHAT:

  • Learn how to track and maintain relationships that you have and will build from the CEO of Buzzstream, Paul May.
  • Discussions about relationship building and ways to discover and leverage relationships relevant and valuable to your company by the Communications Manager at Fusion-io, Dan Sorensen
  • Professional networking

WHEN:

Wednesday, April 16th, 6pm – 9pm

  • 6pm – 7pm: Check-in, networking, food & refreshments served.
  • 7pm-8:30pm: Presentations by guest speaker, panel discussion.
  • 8:30-9pm: Q&A and wrap up.
 

WHERE: 

Adobe Technology Campus
3900 Adobe Way
Lehi, Utah 84043

*If you are unsure of membership status, contact: memberships@slcsem.org

COST & RSVP DETAILS

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Digital Marketing & the Decentralization of SEO – February 19th Event

Where does SEO live in your organization? Does it fall to one person’s job responsibilities, or across many? Does the C-level support SEO, encourage it or fail to understand it? Where does it fit in with all of the other tasks your marketing group handles – paid search, social media, content development, email marketing and analytics? Do you use paid search and social media insight to help inform your SEO strategy?

Learn how to evolve the role of search in your company’s online marketing efforts at the next SLCSEM.org event, Wednesday, February 19, 2014. 

Plus: Meet the new SLCSEM.org Board of Directors!

Digital Marketing & The Decentralization of SEO

SEO is on your job description, even if you don’t know it. The function of SEO within organizations has changed, but it needs to evolve further. Traditionally SEO is viewed within enterprise companies as a specific focus and department, but SEO works best as a function of the entire organization. It needs to be built into the fiber of the company.

Being successful means understanding how various departments and stakeholders influence the success – and failure – of SEO programs whether they’re aware of it or not.

WHO:

Discussion Panel featuring  these SLC|SEM Members who will share details on how SEO, paid search & social work together (and how they sometimes don’t) in their organizations:

WHAT:
  • Actionable tips & tactics to evolve search marketing in your organization.
  • Marketers discuss failure points & ways to win with search.
  • Professional networking event.
WHEN:  Wednesday, February 19th, 6pm – 9pm  
  • 6pm – 7pm: Check-in, networking, food & refreshments served. >
  • 7pm-8:30pm: Presentations by guest speaker, panel discussion.
  • <8:30-9pm: Q&A and wrap up.
WHERE:  Adobe Technology Campus 3900 Adobe Way Lehi, Utah 84043 COST & RSVP DETAILS Free for SLCSEM.org members, $20 for non-member tickets. Current Members:  SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event. Members have until 72 hours prior to the event to RSVP / claim their tickets.  Annual membership dues must be current to claim your seat(s).
  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 
Unclaimed member tickets may be sold to the general public.  Walk-ins / not pre-registered – $20 at the door payable by credit card only. Must be checked in prior to 7pm. *ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

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New Marketing Strategies & Fresh Tactics for 2014 – January 29th Event

You may have noticed by now, but our first event of 2014 is scheduled a bit later in the month than usual. Well, as they say, good things come to those that wait – and this is no exception! Join us on January 29th (6:00pm-9:00pm at the Adobe Building in Lehi, Utah) as our featured speakers, Jordan Kasteler and Ryan Hutchings help you conquer your search resolutions with our “New Strategies & Fresh Tactics for 2014” event.

This is a can’t miss event! Here’s why…

Featured Speakers Jordan Kasteler, Digital Marketing Strategist, Vizion Interactive Jordan Kasteler is a recognized industry expert on Search, Social & Content Marketing, an international conference speaker, blogger at MarketingLand.com and SearchEngineLand.com, and published author of A to Z: Social Media Marketing. Prepare to be put into the mind- vice as Jordan shows you what it takes to play with the big boys, destroys current misconceptions & sets the stage for executing successful SEO, social media and content marketing strategies for 2014 and beyond… 

Ryan Hutchings, Director of Online Marketing, VacationRoost.com Ryan will show you once again why he’s one of the best in the business when he jumps on stage to discuss Conversion Optimization & ROI/Testing. Ryan will present real CRO tactics which actually improve ROI – all backed by real case studies. Make sure to pay close attention as Ryan walks you through the steps he took to achieve results most people can only dream about!

Don’t believe that these guys are that awesome? Well…you’ll have your shot to find out for yourself by testing out their skills during our first ever session of: Stump the Experts during Q&A time.  During this time our expert speakers will be available to do real-time site analysis, provide instant feedback and powerful recommendations. Come prepared with your toughest questions and any current SEO or broader marketing issues you are facing. 

We are gearing up for a huge 2014 here at SLC|SEM. Let’s start off with a bang! RSVP today. WHO: 

 
WHAT:
  • Fresh new search, social & content marketing tactics! 
  • Conversion testing & ROI optimization tips! 
  • Professional networking event. 
WHEN:  Wednesday, January 29th, 6pm – 9pm  
  • 6pm – 7pm: Check-in, networking, food & refreshments served. 
  • 7pm-8:30pm: Presentations by guest speakers.
  • 8:30-9pm: Live Optimization & Campaign tips and wrap-up.
 
WHERE:  Adobe Technology Campus 3900 Adobe Way Lehi, Utah 84043  COST & RSVP DETAILS Free for SLCSEM.org members, $20 for non-member tickets.  Current Members:  SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event.  Members have until 72 hours prior to the event to RSVP / claim their tickets.  Annual membership dues must be current to claim your seat(s).
  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 
Unclaimed member tickets may be sold to the general public.  Walk-ins / not pre-registered – $20 at the door payable by credit card only. Must be checked in prior to 7pm. *ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

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SLC|SEM Holiday Party December 11th Downtown SLC

slcsemholiday

WHAT: 

  • Holiday celebration for all SLCSEM.org current members
  • Join us for Holiday Food & Drinks, Fun & Friends!
  • 1 drink ticket per attendee + Cash Bar available.

WHEN: 

  • Wednesday, December 11th, 5pm – 9pm
WHERE:  Peery Hotel 110 West Broadway Salt Lake City, Utah 84101

Details: 

  • Valet parking is $10 per car per night
  • Self parking is $6/10 hour period or $12/24 hour period in the Capitol Parking lot to the West of the building.
  • Discounted room rate of $69 may be available if you would like to reserve a hotel room for the evening, we will connect you with the hotel directly.

COST & RSVP DETAILS

Free for SLCSEM.org members onlyLIMITED SPACE AVAILABLE. Non-Member tickets will be sold only if space allows.

Current Members:  SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event. Members have until 48 hours prior to the event to RSVP / claim their tickets. Annual membership dues must be current to claim your seat(s).

  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 
Unclaimed member tickets may be sold to the general public. *ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

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November 13th: The Year In Search With Brett Tabke & Joe Laratro

2013 has been an eventful year in search marketing and 2014 is sure to present new challenges in SEO, PPC and social media marketing.

pubcon_redcolor_logoFULLTRANSPARENT Meet with fellow Utah marketers and hear from industry leader and founder of Pubcon events, Brett Tabke as he recaps the biggest gamechangers of the year and looks ahead to what’s next in digital marketing.

Featured Speakers:

Brett Tabke, @btabke Pubcon, Inc.

bretttabkeBrett Tabke is the Founder and CEO of WebmasterWorld and chair of Pubcon conferences. Tabke has run community networking sites continuously since 1984. He was also featured in the Biography Channel special on the Google founders. Tabke was a founding board member of SEMPO (Search Engine Marketing Professionals Organization). In addition to the thousands of educational posts he has written for the WebmasterWorld audience, he has also authored a chapter for the best selling “Google Hacks” book. Tabke coined several SEO staples as “Link Farm”, “SEO Themes”, and the classic “SERP” (Search Engine Results Page). He was also featured in the Biography Channel special on the Google founders. Tabke was also a founding board member of SEMPO. He is also the first known person to have fully decoded the Excite and most of the Altavista search engine algos. Tabke’s “26 Steps to 15k a Day” is one of the most widely read documents in SEO history.  

 Joe Laratro, @jlaratro, Pubcon, Inc & President, Tandem Interactive

  joe_laratroJoe Laratro, a recognized and leading expert in the Search Engine Marketing industry, recently made South Florida’s Business Journal Top 40 under 40 2009 List. His long list of accomplishments includes being an active speaker at industry events like Webmaster World, SMX, and Search Engine Strategies (SES) Conferences. He sits on the Advisory Board and is the lead moderator and speaker liaison for Pubcon. He also developed and taught Search Marketing Training for the DMA, SEOClass, Network Solutions, Pubcon Masters, and the University of San Francisco. Mr. Laratro has been quoted in numerous articles including Internet Retailer, eMarketer, DMNews, eWeek, MediaPost, and Target Marketing. Mr. Laratro just completed a new Advanced Analytics Certificate course for the University of San Francisco and will be releasing the “SEO Diet: Fit to be Found” book in the near future. WHO: 
  • Brett Tabke, @btabke, Pubcon, Inc.
  • Joe Laratro, @jlaratro Pubcon, Inc. & Tandem Interactive
  • Other speakers TBA
WHAT:
  • A look back at the biggest trends in search marketing in 2013, and what’s ahead for 2014.
  • Professional networking event. 
WHEN:  Wednesday, November 13th, 6pm – 9pm  
  • 6pm – 7pm: Check-in, networking & refreshments served. 
  • 7pm-8:30pm: Presentations by guest speakers.
  • 8:30-9pm: Q&A and wrap-up.
 
WHERE:  Adobe Technology Campus 3900 Adobe Way Lehi, Utah 84043        COST & RSVP DETAILS Free for SLCSEM.org members, $20 for non-member tickets.  Current Members:  SLC|SEM members will be sent an RSVP code via email to claim tickets 2 weeks prior to event.  Members have until 72 hours prior to the event to RSVP / claim their tickets.  Annual membership dues must be current to claim your seat(s).
  • If you are unsure of membership status, contact: memberships@slcsem.org
Non-Member / At the Door Fees: 
Unclaimed member tickets may be sold to the general public.  Walk-ins / not pre-registered – $20 at the door payable by credit card only. Must be checked in prior to 7pm. *ticket availability not guaranteed. Tickets may not be transferred or sold. NO REFUNDS.

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SEO, SEM and Social Media Tips: SLC|SEM’s September Event Recap

SLC-SEM-September-event-recap With Fall rapidly approaching and the end of the year drawing near, it seemed only appropriate that this month’s SLC|SEM theme was last minute SEO, SEM and social media tips to meet your end of year goals. I’m always impressed with the turnout for SLC|SEM’s monthly events and can plan on seeing plenty of new and familiar faces. It’s a great resource to have an association that supports Utah’s digital marketing community.  These events are a fantastic opportunity for networking and to hear presenters discuss the latest search marketing trends, tactics and actionable tips. 107 Kicking off this month’s event was Brett Stevens, a PPC Team Lead at 180Fusion who discussed PPC Prep for the Holidays. Here are some highlights from his presentation.

What’s The Plan?

In order to successfully implement any paid marketing strategy Brett tells us we need a plan. Moving into Q4, we ideally should have a solid strategy, but with the ever-changing landscape of Google paid search, being agile in these six areas is key to success.

1. Offer Extensions

For those not familiar, an offer extension is a relatively new AdWords feature released in February of this year that provides advertisers with a way to distribute relevant offers inside their text ad to searchers. These special offers can give potential customers incentive to make a purchase. Offer_extensions Offer extensions can be beneficial in helping you drive traffic to your local business by publicizing promotions through your campaigns. Brett tells us it’s about driving the local traffic and tracking the offer to gain insights into purchaser behavior.

How to Optimize Offers for the Holidays: Test!

Brett recommends experimenting with different discounts and promotions now in order to discover what’s most appealing to customers and not wait for the holidays. Keep a close eye on what your competitors are offering and be prepared to make adjustments as needed.

2. Product Listing Ads

Product listing ads, or PLAs, are also a relatively new AdWords feature that are part of Google’s shopping  (sponsored) results. These results include additional information about product like price, images, and retailer name. If you’re in ecommerce and you’re not utilizing PLAs, you need to be because they work. Brett tells us that by utilizing PLAs, he’s seen year-over-year  CTR and conversions increase. Public Listing Ads

Optimizing Your Feed

Brett tells us to optimize our data feed by showcasing the products that really drive revenue and offers the following tips to help us capitalize on this feature:
  • Align and optimize your titles with user intent (brand, color, size).
  • Don’t use stock images. By adding a unique product image you can distinguish yourself from your competitors.
  • Don’t forget about mobile. With mobile now introducing PLAs and with more people shopping on mobile phones this holiday season, mobile PLAs will matter.
  • Create a promotional feed for Black Friday and Cyber Monday and focus on your hot ticket items

3. RLSA  (Remarketing Lists for Search Ads)

Remarketing  allows you to display ads to users who have previously visited your website. Brett explains that remarketing offerings have expanded beyond traditional remarketing and provides us with four components and tips on how we can optimize for the holidays.
  • Increase bids on lower funnel keywords
  • Remove higher funnel keywords from RLSA campaigns
  • Optimize ad text for holiday offerings
  • Exclude remarketing lists from primary campaigns

4. Dynamic Remarketing: Reach visitors based on the products they viewed on your site.

  • Test different layouts to see what resonates with your audience.
  • Test button colors and CTAs (shop now, buy today etc.)
  • Experiment with different value ad propositions (free shipping, 10% off etc.). Test them see what’s working with Google offers.
  • Logo position (according to Brett, keeping it at the top works best). Make sure your brand is visible and standing out.

5. Similar Audiences

Similar Audiences forms an “ideal user” model based on your best user list and helps you reach potential new visitors who share these same attributes.
  • Use high level ad copy with a value ad proposition that will work for any item they purchase. (Free shipping on all orders, 10% off, free banana holder with every purchase!)
  • Add topics for control (something categorically related, maybe try “Gifts”)
  • Narrow by demographic (Age, Gender, etc.)

6. Search Companion

Search companion is impression based remarketing that takes place within a session on Google’s Display Network (GDN).
  • Use Text and Image ads.
  • Bidding between search and display, save some money and find the middle ground. Brett recommends focusing on the lower funnel keywords.
  • Use different holiday ad copy from what you originally presented.
I’ll be the first to say I learned a lot from Brett’s presentation. In closing, he provided us with a few key takeaways including:
  • Offer Extensions will push your local traffic
  • PLAs are a must!
  • Don’t be afraid to try some new remarketing
  • Test everything
Also presenting was David Malmborg, a former SEO.com employee and current Social Media Manager at Fusion-io who discussed achieving your SEO goals. David_1 David started his presentation by asking the broad question “what does SEO mean?”  To answer this question David, broke SEO into the following three components:

SEO 1: On-page Optimization

  • On-page optimization: Making sure your pages are valuable, targeted, sharable and structured content.
  • On-site optimization: Analyzing the way search engines are crawling, indexing and displaying your pages.
David tells us this type of SEO takes time to review and revise.

SEO 2: Relationships

  • Building true press relations
  • Contributed article/guest blog posts
  • The audience is the true gauge of a good placement, not the link opportunity. Focusing on building an audience and increasing brand visibility and awareness can hold more value than a link.
  • Pay for placement – It’s O.K. to pay for a placement that will reach your target audience (just be sure to add a nofollow attribute to your outbound links)
  • Maximize your internal network to write, share and engage
For building these relationships and finding websites that serve your target audience, David recommends the BuzzStream tool. For those not familiar with BuzzStream, it’s a fantastic tool to build relationships, monitor backlinks and keep track of all correspondence made with link partners.

SEO 3: Social Engagement Optimization

As social media optimization continues to become an increasingly important part of any businesses’ marketing strategy, creating and sharing content created for engagement is vital to increasing brand visibility and growing your audience across social networks. In his presentation, David referenced a recent article by Jordan Kasteller discussing a three-pronged approach to content promotion  to help maximize the visibility from your social content efforts including:

Jordan Kasteler Paid, Owned, Earned

1.  Grow your “Owned” reach by promoting your own content. 2.  Paid promotion can be an important channel to increase visibility and reach new audiences. 3.  Earned promotion from third-parties who are sharing and engaging with your content. Social shares can be seen as votes for your content and can increase traffic to your site and improve performance in organic search. “Content marketing should be about taking people down the conversion path. From a business point of view, anything else really is a waste of time.” – Dan Bischoff

Bringing it all together

David wraps ups the night by emphasizing the importance of understanding all of the activity on and off a website, all touch-points, channels and how all can play a role in a conversion.  By analyzing patterns and visitor behavior, we can understand and evaluate on how to improve the process.

Memorable Tweets from the Night

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Conclusion

All in all, this month’s SLC|SEM event proved to be another valuable opportunity to gain insights into refining our craft and to meet and network with other local digital marketers. If you’re a Utah digital marketing professional looking to get involved with the community, you can learn more about purchasing an individual or corporate membership here.

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