After an amazing day one at Digital Summit Kansas City, we were excited to come back for day two of learning more from digital marketing leaders across the country. It was a day jam-packed with great information, and we can’t wait to share it with you! We have a lot of new tactics we plan to roll out to our clients.
Here’s a recap of the good stuff from day two:
Repurpose Content That Is Scalable
Many of the day two speakers talked about social media sharing and how to repurpose content that is scalable. Instead of creating 10 completely different pieces, start with just one compelling piece of long-form content and repurpose it. A 30-minute podcast could be broken into a blog post, infographic, 30-second long-form video, 15-second short story, or even a 6-second message.
Content can also be easily repurposed by extracting one to two sentence “knowledge nuggets” from blog posts and building visual graphics from them. You can do this by creating social media posting templates where you can easily swap out sentences, but keep the same branded design. This not only helps break down complex topics into easily digestible formats but also promotes brand consistency and awareness.
Influencer Marketing and Community Is King
It’s of no surprise that a majority of the speakers this year focused on the importance of influencer marketing and attribution. Here are some important pieces of information we gathered on influencer marketing and key tactics to implement for your marketing:
- Seventy-one percent of marketers agree that the quality of traffic from influencer marketing is better than other traffic sources.
- Consumers want coupon codes, so implement influencer coupon codes and URL paths to build and scale dynamically generated remarketing audiences and campaigns.
- An influencer’s follower count means nothing in today’s system. It’s more about how many of their customers are engaging with their content.
- People want to see and engage with other people, not brands!
- Train employees and customers to tell stories.
- Include requirements for SEO deliverables in your influencer’s contract. Consider backlinks, anchor text, tagged URLs, and related semantic search terms in blog posts.
Carlos Gil of Gil Media Co. explained that these new influencer faces, like DJ Khaled and Drake, are the new brands of today. As a brand marketer, we have to learn from influencers and build our own influencers from within. People trust people, and people will buy from people they view as trustworthy.
Marketing to Millennials and Generation Z
Generational differences in marketing was a hot topic this conference with several sessions touching on this subject. According to Monica Cravotta of WP Engine, Millennials (those born between 1977-1995) and Gen Z (those born in 1996 to the present) have specific trends that can be grouped into three buckets:
- Being online
- Buying online
- Building online
She noted that Gen Z’s primary internet usage is for entertainment and access to people. Sixty-eight percent of Gen Z believes websites will know what they are looking for before it tells them. It’s important for brands to work towards this immediacy. Cravotta offered four points of advice to reach Gen Z in marketing:
- Dependency: be there.
- Entertainment: captivate.
- Predictive personalization: get started.
- Immediacy: accelerate.
Brian Fanzo of iSocialFanz also touched on another way to market to millennials and Gen Z in his session about the lessons from Fyre Festival. Aside from all the things that went wrong in planning the festival, it could have been successful because the intent was to create an experience that connects to your product.
Considering that 81 percent of millennials would rather spend their money on an experience than a product they desire, this could have been an extremely successful event with better planning. Fanzo explains that emotional marketing is key to reaching millennials and Gen Z. Fyre Festival tickets quickly sold out because they created a feeling of exclusivity and unique experience. Today’s consumers crave unique exclusive experiences and we need to go to where our consumers are.
The Next Frontier of Search
Jenny Halasz at JLH Marketing spoke on the next frontier of search, and how marketers are “doing search wrong.” Walking through multiple examples, she showed how crowded search engine results can become and how being “number one in organic” may not necessarily mean you’re at the top of the search engine results page.
To truly get the most out of your search efforts and really understand what Google is serving in the search results, marketers need to look past regular surface-level metrics and begin analyzing more than just position.
Here are the four steps in her keyword mapping strategy:
- Classify Queries — Determine the true intent of the search engine results pages. Are the results more informational, navigational, or transactional?
- Intention Analysis — Understand what Google is looking for in a query and choose the page to optimize accordingly.
- CTR Optimization — Make sure the page that is ranking shows up properly in search with optimized meta descriptions, page titles, etc.
- Content Gap Analysis — Review what pages are ranking on the first page and see where your content is lacking compared to those competitors.
Jenny also suggested assessing searcher intent, article posting date, and article quality to understand the ranking opportunity of a specific keyword. For example, exploring timely article reviews (via date published) for a specific keyword could help uncover your competitor’s SEO strategy.
In short, properly leveraging search engines to maximize rankings still begins with a sound keyword strategy. It’s how marketers uncover searcher’s intent that should be changing.
Improving Your Email Marketing
Fusion Inbound Marketing’s Yosef Silver taught us how to improve results and avoid mistakes in email marketing. We must nurture our email strategy through data, content, and growth. Here were the key points from each topic:
- Worry less about your open rate. Take the time to segment properly.
- Keep your data and segments housed. Then analyze and play with over time.
- Content and numbers are more important than percentages.
- Using the campaign name has resulted in higher open rates than using personal names in the From section of your email. However, conversion rate is significantly higher for personal names.
- For your email’s subject line, spark curiosity, urgency, and tell a story.
- Silver challenged us with the exercise to write 25 email headlines to get the best one, as it only takes 15 minutes.
- Using quality images, and lots of them, is important. You can also add GIFs for more content.
- In your copywriting, be customer-centric, personal, relatable, and authentic. Good content fuels effective automation.
- Silver proposed the idea of adding an email capture on your 404 page… why not?
At the end of the day, we enjoyed the final keynote with some drinks and toasted to a great event!