4 Reasons Why You Can’t Miss Marketing Nation Online

4 Reasons Why You Can’t Miss Marketing Nation Online

Author: Rick Siegfried

Aren’t trade shows so much fun? All of the thought-provoking sessions, tips and tricks to bring back to the office, friends and colleagues in your industry, and, of course, a bunch of sweet prizes to win. Unfortunately, this all comes at cost–both in time and money. Sure, you might be able to expense the ticket, travel, hotel, and meals, but then there’s the epic backup in email and work that piles up while you’re off gallivanting around whatever summit, conference, or expo you happen to be at. The point is, live, in-person trade shows have their pros and cons.

Wouldn’t it be nice if there was a way to get all of the perks of a live event, without all of the investment?

Well, there is! There truly is! I’m obviously referring to Marketo’s annual virtual event, Marketing Nation Online. This year’s affair falls on Wednesday, September 14, and is themed around tomorrow’s marketer. To be tomorrow’s marketer is to be innovative–both with the marketing strategies you incorporate to meet your goals and the tools you use to implement those strategies. That’s exactly the type of experience you’ll have at Marketing Nation Online.

Are you still on the fence about joining this free event that you can experience from the comfort of your own worn-in La-Z-Boy recliner, lovingly pretentious coffee shop, or even at your perfectly cluttered desk? Take a gander at some of the best reasons to attend:

1. Thought Leader Conference Sessions

There’s more than something for everyone at Marketing Nation Online. Whether you’re interested in hearing about the future of content or about the three T’s for success in the digital age, the thought leadership shall be strong in this one.

Here are just a few of the questions that will be answered along the way:

  • How can more experienced generations, Gen X and above, best groom an emerging team for a high degree of success, rather than get in the way? Find out with Anantha Narasimhan and Jennifer Clegg from CA Technologies.
  • How can digital marketers capture buying signals at events to increase attendance, accelerate the buyer’s journey, and generate revenue? Kristen Alexander and Beki Scarbrough from Certain have the answers.
  • How do healthcare marketers keep pace with the speed of digital innovation while also meeting the consumer’s growing expectation for personalized and relevant engagement? Discover how with Jeremy Duncan from Blue Cross & Blue Shield of Rhode Island.
  • How can marketers deliver content that audiences actually crave? Tom Davis from Forbes Media has got you covered.

And the coup de gras: keynotes from Visa and Facebook. Check ‘em out!

A Women-Targeted Strategy: Lara Balazs, SVP North America Marketing at Visa, will discuss her passion and commitment to female leadership in business and how it helps ensure that, as marketers, you’re keeping one of the most powerful audiences top-of-mind in your marketing strategies.

Building Your People-Based Marketing Strategy: Martin Gilliard, Global Head of MarTech and Data Partnerships at Facebook, will share his vision of omni-channel marketing and how brands can provide seamless experiences, regardless of channel or device.

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2. Exclusive Marketing Insights

Okay, let’s get down to the nitty gritty. The other 10+ sessions include a multitude of marketing mastery for those of you who are already living in ‘the tomorrow’ (for me personally, I’m not sure if I’m in “the tomorrow”, but it certainly sounds like we should all be onboard).

Are you a B2B marketer looking to generate some demand? We’ve got a track dedicated to helping you learn how to attract buyers, nurture them, and deliver win-ready leads to sales. Maybe you’re trying to stay on top of the latest digital trends? We’ve got sessions about how to grow lifetime value by engaging buyers seamlessly across digital channels. Or maybe you’re just interested in the best tips and tricks on how we do Marketo at Marketo. Well, we’ve got some treats for you too.

And those are just the sessions! Don’t forget about all of our sponsors’ virtual booths that are packed with great content on topics ranging from video marketing and account-based marketing to event marketing and beyond!

3. Networking Lounge

Sure, face-to-face interactions at in-person events are key, but imagine the speed at which you can network at Marketing Nation Online, with the ability to hop in and out of sponsor booths and networking lounges in seconds. This all can be done without leaving the conversation because of each area’s chat box. You barely even have to pay attention (but I would definitely recommend it).

And who is on the other end of those chat messages? More than 15,000 like-minded marketers ready to engage with the same content and topics that you’re interested in. It’s a match made in heaven! You can even stay in touch post-event by exchanging your virtual business cards that you 1) won’t forget and 2) will never run out of.

4. Free Stuff

Did I just catch your attention with the word ‘free’? If you’ve ever been to a tradeshow, you already know that one of the best parts is the free swag and chance to win a bunch of sweet prizes from whatever games or contests you participate in. Fear not, Marketo has over 100 giveaways for our  Marketing Nation Online attendees! You could be the lucky new owner of an iRobot Roomba (not the DJ Roomba edition), an Oculus Rift, an iPhone 7 (be the coolest kid on the block), a ticket to the Marketing Nation Summit 2017 (back to the Bay!), and other great giveaways.

Did I mention that EVERYTHING I’ve talked about above is free? Probably, but it’s worth saying again anyway. That’s right, all of this amazingness is free of charge. While I might sound like an informercial at this point, the truth is you have no reason not to register right now and join us for an awesome, interactive and educational event all from the comfort of wherever you want! DO IT!

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4 Reasons Why You Can’t Miss Marketing Nation Online was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post 4 Reasons Why You Can’t Miss Marketing Nation Online appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Social Media and SEO: When and How They Work Together

Social Media and SEO- When and How They Work Together

Author: Nate Dame

The connection between social media marketing and SEO can be confusing. Do social media signals impact search rankings? Should the social media team have a stake in SEO?

Common misconceptions have led some marketers to lose focus on what will effectively benefit both strategies to get the most out of every effort. In this blog, I’ll clear the air and explain how social media and SEO work together and how they can benefit each other:

Social Media Signals Are NOT SEO Ranking Factors

A big misconception about social media marketing and SEO is that signals from social media—including links, likes, and follows—have a direct impact on a page’s SEO ranking. Part of the confusion here comes from the fact that Google treats social media posts as individual web pages when it comes to search. If it’s effectively a web page, the same rules of SEO should apply to them, right?

Well, not exactly. The thing is, Google doesn’t like signals that they don’t have a lot of confidence in, and social media signals are too easy to manipulate. We know, for example, that links are a top ranking factor, but Google also knows how easy it is to create links on social networks—so no, all those social links aren’t the same as links from high-quality websites.

But just because those signals don’t directly impact your page ranking doesn’t mean that social media and SEO don’t work together. In fact, any good marketing strategy should have them working together. You just have to focus your strategy on what they can do for each other, which I’ll get into in more detail below.

Social Media Can Drive Page Views and Engagement

Social media is the easiest and most effective way to push out your SEO-based content. While the incoming links from your social media shares don’t have the same impact of authentic links from high-quality sites, they can have an effect on your bounce rate and time-on-site engagement. If your content is good and people stick around to read it, those engagement metrics communicate value to search engines.

Social media can also lead to authentic, high-quality links from influential websites. Influencers use social media as much as (or even more than) anyone else. With your content out there on the same channels they’re on, there’s a good chance they’ll see it and link to it from their own websites or blogs. That kind of high-value link building from influencer marketing can be difficult to land without social media.

Social Media Can Be a Valuable Barometer

Once you’ve got your posts up and running, you should keep an eye on engagement metrics (e.g. the number of likes, shares, and comments per post). This can gauge which topics and content formats your audience is most interested in and which may be a waste of time.

  • Clicks: Social media posts that generate traffic to your site may or may not end in conversions, but you do know that the content you posted to social—the image or the teaser text, etc.—spoke to your audience. At the end of the month, review the tweets and posts that got the most clicks and look for common themes. Are there certain pain points, solutions, or promises that seem to engage your audience the most?
  • Shares: Content that earns shares represents something that your audience identifies with enough that they are willing to make that content part of their own, personal brand. Watch for which types of content, on which themes and platforms, earn organic shares. Then, create more of what works.

Again, no direct SEO value, but some very valuable insights to hone your strategy moving forward.

Social Media Can Be an Amazing User Intent Research Tool

Keywords are useless today without a thorough understanding of the user’s intent in choosing that keyword. If someone searches “marketing automation,” for example, does he want to learn what the term means or does he want to buy software? Google aims to deliver the best results for every search, which means they are heavily invested in understanding user intent. Creating content that ranks well, then, means that marketers have to understand it as well.

There are a lot of ways to listen to your audience—to find out what questions they’re asking, what terms they’re using, what misconceptions and/or problems they have, etc.—and one way is through social listening. You should be reporting on what conversations your audience is having about your industry, product, brand, and more on social media. Those insights can drive a content marketing strategy that speaks directly to your target market’s needs, which is exactly the kind of content that search engines love to deliver.

Google Plus and Twitter Posts May Appear in Search Results

There is some ambiguity about whether Google Plus posts will still appear in search results, but they generally do not.

When the platform launched, some activities of Google Plus connections—such as reviews and Google Plus postings—would show up in related search results when users were logged into Google. In the fall of 2015, after much criticism, Google announced they would pull Plus posts off of search engine results page (SERP). More recently, Google Plus posts have been cited in Google’s “In the news” section on page 1 for certain terms, but it happens so seldom that it’s difficult to replicate on command. It’s a long shot and not really worth the effort for most brands.

Google does, however, have a partnership with Twitter. You may occasionally see relevant tweets in Google search results, especially for branded searches: 

Propecta SERPA SERP for “Propecta” includes a carousel of our most recent tweets.

So, while social posts showing up in search results don’t impact your site’s SEO, it can improve brand awareness and authority. If you want to drive any kind of traffic this way, just make sure to include links back to relevant content on your site.

Social media and SEO may not work in conjunction as far as directly building your website’s page rank, but a modern understanding of SEO makes social media an extremely valuable channel for your brand. As a social media marketer, you should be actively involved in your SEO strategy and perhaps even be represented in your SEO team. Stop blindly creating links and direct SEO signals, and get to work on promoting content and monitoring feedback for real, long-term SEO value.

Looking to elevate your social media marketing beyond increasing SEO? Download our Definitive Guide to Social Media Marketing for a deep dive into how to create an effective social media strategy that drives value across the customer lifecycle—from awareness to advocacy—and throughout the organization.

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Social Media and SEO: When and How They Work Together was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Social Media and SEO: When and How They Work Together appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.