{"id":31323,"date":"2014-03-24T10:39:10","date_gmt":"2014-03-24T17:39:10","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=31323"},"modified":"2014-09-02T11:12:37","modified_gmt":"2014-09-02T18:12:37","slug":"30-online-marketing-tips-smx","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/","title":{"rendered":"30 Smart Online Marketing Tips from SMX West"},"content":{"rendered":"

It\u2019s hard to adequately describe the balance between awesomeness and intensity that happens at a multi-day search conference like SMX.<\/p>\n

\"SMX<\/a>
Photo by Matt Wynn<\/a> (CC BY 2.0<\/a>)<\/figcaption><\/figure>\n

With 100-plus speakers presenting about SEO, SMM, and SEM\u00a0in 60-plus sessions, keynotes and clinics, the amount of insight and tactical information you can take away from an event like SMX — that’s the awesome part.\u00a0Now, imagine having to choose only 15 out of the 60 sessions to participate in. And imagine having to absorb all the goodness that 15-plus hours of training has to offer.<\/p>\n

That\u2019s where the intensity factor comes in.<\/p>\n

There\u2019s a lot going on at conferences and it\u2019s simply not possible for one person to catch it all.<\/p>\n

For that reason we\u2019ve decided to share with you our 30 greatest takeaways from the 21 sessions we were able to attend at SMX West this year.<\/p>\n

And, since there were 30-plus sessions we physically were not able to attend (life is all about decisions, right?<\/i>), we\u2019re asking for your help! We\u2019d love to add what you learned from SMX West this year to our list of takeaways.<\/p>\n

What Was Your Biggest SMX West Takeaway This Year?<\/h2>\n

We know you have a legal page (or more likely a Drive or Evernote account) full of session notes. What were your biggest SMX West takeaways this year? What\u2019s on your post-conference to do list? What\u2019s the once sentence you heard in a session that shifted your mindset and changed the way you think about online marketing?<\/p>\n

SMX is truly a community event and we don\u2019t think there\u2019s any reason why the sharing that happens between sessions and in elevators has to stop just because the conference is over. <\/b><\/p>\n

Below is our list of 30 actionable SMX West takeaways.<\/p>\n

What can you add to the list? Share yours in the comments section below!<\/p>\n

30 Online Marketing Tips\u00a0from 21 SMX West Sessions<\/h2>\n

1) The key to mobile Big Data: Collect as much data as you can; get permission; monetize it; and then decide how to merge it, mine it, share it, or sell it. (http:\/\/bit.ly\/1queSUs<\/a>)<\/p>\n

2) Stop griping about content marketing and how much you hate having to become a “media company.” Media first is not a chore! It\u2019s an opportunity to do above and beyond what you ever thought you could accomplish. (http:\/\/bit.ly\/1gj7WoS<\/a>)<\/p>\n

3) If you\u2019re ever arguing about whether a link is a good link, the conversation is already over. It\u2019s not a good link. If it\u2019s a good link there shouldn\u2019t be any questions. (http:\/\/bit.ly\/1pgszTL<\/a>)<\/p>\n

\"Link<\/a><\/p>\n

4) If your content matters your audience has to matter even more. If you\u2019re building content, you have to also be building audience. Content marketing is inclusive of audience development. (http:\/\/bit.ly\/1oKveot<\/a>)<\/p>\n

5) The problem is that our C-Suite stakeholders don\u2019t think of audience as an asset. They still think of marketing as a cost center. We need to make our stakeholders understand that marketing is an asset hub.\u00a0It\u2019s all about the rise of audience development and a\u00a0consistency of thought, purpose and action.<\/b>\u00a0(http:\/\/bit.ly\/1oKveot<\/a>)<\/p>\n

6) Twitter is about human communication. Any brand that has an audience they want to connect with can excel on Twitter. It\u2019s all about finding the community, using the tools they\u2019re using, and engaging your community with content that adds value. (http:\/\/bit.ly\/1lTWTWT<\/a>)<\/p>\n

7) Twitter community coordinators, sales people, and brand managers need to be asking themselves: Can I help five people out per day? Can I join three (or however many) TwitterChats per week? Can I host a meet-up?<\/i> The trick is to always be thinking of opportunities to engage and participate, and to set goals that help you make that ambition reality. (http:\/\/bit.ly\/1lTWTWT<\/a>)<\/p>\n

8) Presenting big data to a stakeholder? Make sure you practice your presentation on a nontechnical volunteer to make sure your presentation is easily understood and stakeholder-ready. Seriously. Another approach is to pretend that you\u2019re giving your presentation to your mother, or your neighbor; will they understand what you\u2019re saying? (http:\/\/bit.ly\/1g6OxTu<\/a>)<\/p>\n

9) The difference between a good analyst and great analysts \u2013 getting buy-in to continue analysis! (In other words, communicating with clarity in a way that motivates and conveys impact to stakeholders.) (http:\/\/bit.ly\/1g6OxTu<\/a>)<\/p>\n

10) Don\u2019t get a case of Audience Assumption Disorder where you put 99% of your effort into creating amazing content and apps and then only 1% into nurturing an audience that will want to see your content. (http:\/\/bit.ly\/1oKveot<\/a>)<\/p>\n

\"Get<\/a><\/p>\n

11) Spend time focusing on proprietary\u00a0audience development. This means you are not only building an audience, but you are building a proprietary<\/i> audience that you and you alone can reach. Remember your audience is an asset with predictable downstream value! Don\u2019t forget to invest in that asset as needed.\u00a0(http:\/\/bit.ly\/1oKveot<\/a>)<\/p>\n

12) Consider your paid search person (in-house or contract) as a partner; a fellow brand strategist. They need to have a clear picture of the brand\u2019s social, UX and big-picture businesses goals. If you are a paid search person remember you need<\/b> this information; part a search optimizer\u2019s job is to aggressively find out what success looks like for the business they\u2019re optimizing for. (http:\/\/bit.ly\/1pgh12B<\/a>)<\/p>\n

13) When clients are seeking out a paid search person they don\u2019t just expect to work with someone who knows keywords and quality score, they want to work with a brand advocate. Someone who can offer perspective, unbiased advice and the ability to explain why things are important. (http:\/\/bit.ly\/1pgh12B<\/a>)<\/p>\n

14) Wondering how much content you should be creating? According to Rae Hoffman (CEO, PushFire; @sugarrae<\/a>), there is no cut and dry answer. In 2014 it\u2019s just not as simple as \u201ccreate four posts a day.\u201d So what do you do? Don\u2019t publish crap just because the calendar says to, publish only when you actually have something to\u00a0say, and don\u2019t create any content that is mediocre. However much content you can create under those guidelines is enough content.\u00a0(http:\/\/bit.ly\/1pgk3nL<\/a>)<\/p>\n

15) Considering working with a new client, or negotiating a contract? Remember these two things: 1) In 2014, your job is more about audience development and business management than \u201cSEO\u201d as we once understood it, and 2) Don\u2019t ever take money if you don\u2019t think you can provide someone with the ROI they deserve. <\/b>(http:\/\/bit.ly\/1pgk3nL<\/a>)<\/p>\n

16) Don\u2019t forget to always be looking for exposure opportunities off domain. For instance, Intel looks at the SERP and thinks After someone performs this search, where are they likely to land?<\/i> <\/b>If it\u2019s the Best Buy website (because Best Buy is high up in the SERP for a specific keyword phrase<\/i>), they consider whether it\u2019s smart for them to put an Intel asset (like an ad) on that page to get in front of the consumer\u00a0after<\/i> the SERP click.\u00a0Remember marketing is largely about exposure and the means you can utilize to gain it. (http:\/\/bit.ly\/1pgk3nL<\/a>)<\/p>\n

17) Keep your URL structure clean. Start down the right mental path; sit down with engineering and make sure everyone who has hands on the site structure understands the whys behind site structure and URL requirements.\u00a0(http:\/\/bit.ly\/1pgoj6x<\/a>)<\/p>\n

18) Remember that rel=canonical is not your savior<\/b> and that it should really only be used 5 or 10 times across your site. (http:\/\/bit.ly\/1pgoj6x<\/a>)<\/p>\n

\"use<\/a><\/p>\n

19) Duane Forrester\u2019s priorities for search marketing in 2014: (http:\/\/bit.ly\/1pgoj6x<\/a>)
\n1. Content
\n2. Usability and user experience
\n3. Social media (driver of conversation and customer satisfaction)
\n4. Links (for traffic, not for rankings boost)
\n5. Basic SEO on-page best practices<\/p>\n

20) For your brand and competitors you don\u2019t need to know keyword referral data to succeed. What you really need to know is your unpersonalized rank; your competitors trending unpersonalized rank; how to calculate CTR potential based on rank; and how to calculate SEO competitive traffic share. (http:\/\/bit.ly\/1pgrawh<\/a>)<\/p>\n

21) If consumers have a negative Google Maps experience they\u2019ll connect that negative association with your brand. It\u2019s important to make sure your brand\u2019s local data is right on maps and mobile. (http:\/\/bit.ly\/1pgrpr8<\/a>)<\/p>\n

22) Being small doesn\u2019t mean you are unable to succeed with big business competition. If you are marketing a small business, you need to think of your small business as a smaller<\/i> business that can 100% compete with bigger<\/i>\u00a0companies. (http:\/\/bit.ly\/1pgrLOH<\/a>)<\/p>\n

\"smaller<\/a><\/p>\n

23) It\u2019s essential to break down the barriers between your QA, UX, HR, Engineering, PR, Customer Service and Marketing departments.\u00a0When everyone works together with targets in mind the improvement can be staggering.\u00a0(http:\/\/bit.ly\/1pgszTL<\/a>)<\/p>\n

24) Once you\u2019ve broken down your internal department barriers, make sure, as an SEO, you are over-communicating at every step. Offer guidance; instead of just saying \u201cmake the title this,\u201d explain\u00a0why<\/i>\u00a0the title should be that. Every SEO question should be followed with an explanation. (http:\/\/bit.ly\/1pgszTL<\/a>)<\/p>\n

25) It\u2019s important that your brand is building a genuine, earned reputation that is based on realized value proposition. If you are trying to build your reputation by any non-organic means, this is faux reputation and it will only end up hurting you. (http:\/\/bit.ly\/1pgszTL<\/a>)<\/p>\n

26) Be sure to make calculated optimization changes and then always be prepared to talk about those changes (with stakeholders and CEOs) in the light of unforeseen traffic drops. Ranking fluctuation is natural but you never want to be caught without a proactive response when a CEO asks you about a sudden SERP plummet.\u00a0(http:\/\/bit.ly\/1pgszTL<\/a>)<\/p>\n

\"make<\/a><\/p>\n

27) Don\u2019t just focus on engagement with influencers! Make it a priority to give back to the larger community and to interact with the people in it based on the value they bring to the conversations, not the value they can bring to your r\u00e9sum\u00e9. Make yourself be seen as open and available (and actually be<\/i>\u00a0open and available). (http:\/\/bit.ly\/1pgszTL<\/a>)<\/p>\n

28) If you are marketing an app make sure your app has a dedicated landing page on your website. Most apps don\u2019t have dedicated landing pages and, according to research performed by Justin Briggs of Getty Images, this small change can result in a significant increase in app revenue year-over-year. (http:\/\/bit.ly\/1jhXKfv<\/a>)<\/p>\n

29) According to Google SVP in charge of search ranking Amit Singhal, social signals from external networks like Facebook and Twitter are still not being used as ranking factors because they are considered \u201cunreliable.\u201d That said, signals from Google+ are different \u2013 and trust signals from G+ are considered \u2013 because the data available from Google+ is reliable. (Google owns it; of course it\u2019s a reliable source of information from Google to Google.<\/i>) As such, searchers won\u2019t see Facebook or Twitter affecting SERP rank, but they may see a great impact based on Google+ social signals when they\u2019re searching logged in.<\/strong> (http:\/\/bit.ly\/1pgwGiw<\/a>)<\/p>\n

30) Pro tips for writing promoted tweets: Start organically; avoid optimizing direct response tweets with hashtags, mentions or images; include a call to action and a relevant, compelling offer.\u00a0(http:\/\/bit.ly\/1pgyEQ4<\/a>)<\/p>\n

 <\/p>\n

Your Turn<\/h2>\n

What were your biggest SMX West takeaways this year? Add to our takeaways list below in the comments section below!<\/p>\n

\"Your-SMX-West-takeaway\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This year Bruce Clay, Inc. writers Virginia Nussey and Chelsea Adams were able to attend 40% of the SMX West sessions offered March 11\u201313, 2014. From the sessions they attended, they were able to compile 24 live blog posts, and 30 actionable takeaways for anyone needing a quick hits summary of the event.<\/p>\n

Continue on to read 30 Smart Online Marketing Tips From SMX West <\/a>, and to add your own to the list in the comments section. <\/p>\n","protected":false},"author":156,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[407,1090,114,1232],"acf":[],"yoast_head":"BruceClay - 30 Smart Online Marketing Tips From SMX West 2014<\/title>\n<meta name=\"description\" content=\"30 actionable online marketing tips from 24 SMX West 2014 sessions, including tips for SEO, PPC, SMM, mobile, local optimization, and content marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"30 Smart Online Marketing Tips From SMX West 2014\" \/>\n<meta property=\"og:description\" content=\"30 actionable online marketing tips from 24 SMX West 2014 sessions, including tips for SEO, PPC, SMM, mobile, local optimization, and content marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2014-03-24T17:39:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-09-02T18:12:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2014\/03\/SMX-lightbulb-3-Crop.jpg\" \/>\n<meta name=\"author\" content=\"Chelsea Adams\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ChelseaBeaAdams\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chelsea Adams\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/\",\"name\":\"30 Smart Online Marketing Tips From SMX West 2014\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2014-03-24T17:39:10+00:00\",\"dateModified\":\"2014-09-02T18:12:37+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/0f2bd1790ba935d1bde842ad8634e189\"},\"description\":\"30 actionable online marketing tips from 24 SMX West 2014 sessions, including tips for SEO, PPC, SMM, mobile, local optimization, and content marketing.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/30-online-marketing-tips-smx\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"30 Smart Online Marketing Tips from SMX West\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/0f2bd1790ba935d1bde842ad8634e189\",\"name\":\"Chelsea Adams\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a1b00dce027da6ff3d7d6fe124e3c6bf?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a1b00dce027da6ff3d7d6fe124e3c6bf?s=96&d=retro&r=g\",\"caption\":\"Chelsea Adams\"},\"description\":\"Chelsea Adams Brooks is a long-distance cyclist, aspiring cob house builder, schema\/analytics\/algorithm obsessor, and a former senior content writer at Bruce Clay Inc.\",\"sameAs\":[\"https:\/\/twitter.com\/ChelseaBeaAdams\"],\"url\":\"https:\/\/www.bruceclay.com\/blog\/author\/chelsea-adams\/\"}]}<\/script>","yoast_head_json":{"title":"BruceClay - 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