RIMC 2013: Tools of the Trade #RIMC13

RIMC 2013: Tools of the Trade #RIMC13

22nd March 2013

There are a number of tools out there to help marketers gain success. These are tools that should help you get more out of your marketing efforts. In this session, the speakers will talk about the problems marketers face in a growing competitive environment, and what tools can do to help gain the edge needed to take things a little further than the competition and to understand your efforts better. This will be shown through case studies and examples

gary-illyesGary Illyes – Google

Gary Illyes is a webmaster trends analyst dedicated to creating a better search experience for users by helping webmasters create amazing websites. When not crunching data to find ways to improve web search, Gary is contributing to the Webmaster Central Blog and helps users debug their websites in the Google Webmaster Forums.

A Crash Course in Search – and how Webmaster Tools fits in

Gary introduces by showing you a diagram of the process Google goes through from crawling to indexing. The indexation process can be split into 3 sections:

  1. Crawling
  2. Diagnosing
  3. Serving

WMT looks at robots exclusion protocols, HTTP status codes, Redirect chains (as well as broken ones), Infinate spaces and loops, crypto error messages and server download times. What can you do to learn about these problems and fix them? WMT have sections for this:

  • Crawl Errors
  • Crawl Statistics
  • URL Parameters
  • Fetch as Googlebot (in order to diagnose the URL in question)

Paying attention to these can help you solve issues such as

  • robots.txt esclusion (again)
  • Duplicate content
  • Keyword stuffing
  • Clear-cut spam
  • Links

Before serving, Google checks snippets and titles, search appearance, missing results and rel-alternative hreflang in order to best place that URL within SERPs.

jason_dawkins_smallJason Dawkins – WebTrekk

Jason Dawkins, International Key Account Manager at Webtrekk, is responsible for driving Webtrekk’s expansion into the Scandinavian and Eastern European market. His current focus is education, delivery and utilisation of High-End Analytics software to enable enterprises to perform at their optimal online potential.

From Data Integration to Digital Intelligence
Today Jason wants to talk about Television. A user watches a TV ad, they visit the website and then watch the related media. This traffic after a TV ad is mainly brand search or direct entries – and most traffic happens in a 5 minute period from the airing of the ad itself.

You should also integrate all your other resources such as your site, social activity, CRM to broaden current information. Be an analyst – got to be data driven and need to communicate strategy within all management teams. Collect data, report and analyse using web analytics and optimise in preparation for publication date. Integrate more data for future use.

mattroberts2Matt Roberts – Linkdex

Matt began his marketing career in big brand direct marketing agencies 20 years ago. His ?experience is very integrated, having experienced life as a Media Planner, Advertising Exec, Dot Com?entrepreneur, and Digital Agency Director.

Bad questions = Bad answers
Workflow involves content, value and social.

Questions for today

  1. What should I write about today
  2. Who Should I take to lunch?

Is this content to be shared or content focused around keywords? What’s the highest potential value of that content to be produced? Linkdex offers keyword mapping that suggests potential content to write and which pages within your site should rank for those keywords. What’s the content brief? Once this is done ensure you have not just the content but the media to go with it, ensure that the architecture of where that content can be placed is optimal.

If content is to be shared, you need to attract key influencers. Linkdex offers you a way to find topical authorities or people who are passionate writing about the topic you want to cover. They are output as groups so there’s no intelligence that each author know each other. 2013 is the year to understand and paint you networks. Finding out who the stakeholders are within your network is something Linkdex now focus on.

laurentboninfante004Laurent Boninfante – Acquisio

Laurent is the Digital Marketing Specialist leading Acquisio’s EMEA & Asia team, delivering support and strategic guidance about the company’s performance media platform. Boninfante was previously Director of New Business and Strategic Accounts for Kenshoo Europe, Head of Search for OMD Digital UK and Head of Account Management at 24/7 RealMedia UK.

Laurent wants to talk about how automation can help you, and some do’s and don’ts for applying this. So why use it?

  • Saves time
  • Can identify poor performance campsign assets?
  • It can control cost and time

Automation does not magically optimise digital campaign but instead scales it to a point that no human could achieve it.

Strategy 1 – Optimising PPC – Use rule-based optmisation. This can also be done via automation. Choose a channel, advertiser type and identify optimisation strategy objectives.
Strategy 2 – Optmising GDN – using an algorithm to scale your efforts. Keyword selection, URL selection, Ad selection – then choose the user journey to your conversion path. Perform some A/B testing by taking some keywords and boiling them down to the most effective.

Clearly define campaign objectives, test only one variable at a time, give your strategy a fair chance to drive learning. Don’t move goalposts mid-strategy, never stop testing (set a budget fr tests) and don’t test out of season.

philip-petrescuPhilip Petrescu – LeadConverter

Philip Petrescu is the CEO and Co-Founder of Caphyon. He has been working in the software industry since 1996, and started digging into SEO and Analytics from around 2002, where he started Advanced Web Ranking.

The Psychology of Conversion
The best idea does not always win. You can have the best product is the world, but that doesn’t matter if noone knows about it. The same applies to conversion. You don’t just have 5 seconds, but those first 5 seconds of your visitor is the most important. You need to fascinate them, which is hard when nothing is fascinating.

The most successful brands create triggers around things that would otherwise be meaningless.

What are these triggers?

  • Power
  • Mystique
  • Prestige
  • Alarm
  • Vice
  • Trust
  • Lust

Coca Cola is a great example of this. Their corporate identity is based on longevity. It’s aspirational and wants to provide a life for people that they want to live. They sell happiness (as well as 1.5billion cans a day). Nike is similar – “Just Do It” is their iconic inspirational message so that when you think of the success of an athlete, this is then connected to the success of the brand. They equate innovation with expertise. So what can we learn from this?

  • Always display a positive attitude
  • Bring constant innovation to your products
  • Make your products easy to use (Apple do this well), invest passion into the things you do and build trust.

One last thing – you can’t always make people fall in love with your product, but at least fascinate them. This will stop looking for alternatives and start thinking of how they can stay with you. And that’s fascinating.

Image credit: Oona de Mib Svendsen
Image credit: Oona de Mib Svendsen


Written By
Alex Moss is the Director at FireCask, an online marketing agency in Manchester specialising in Search, Content and WordPress development. Alex is also the Co-Founder of Peadig, a WordPress framework powered by Bootstrap.
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