Agenda

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In my speech, I’ll share a step-by-step guide for how to make your PR activities focused on sales and short-term wins, while also taking into account long-term goals, too.

Most newbie (and even some old pro) advertisers make two fundamental mistakes when undertaking Facebook ad campaigns. Those mistakes end up costing them dearly in terms of high ad costs and disappointing results.

Marie will reveal all in her Digital Olympus talk.

There are so many amazing examples of BIG content delivering BIG links. It really is inspiring stuff. But inspiration only takes you so far. Without big content budget, it’s often not possible to pull together huge projects that involve several people (researchers, designers, developers, copywriters) over weeks or even months of work.

There has been a lot of talk and presentations over the last year (me included!) about the shift to the Mobile Lead Index by Google. Lots of ideas have been formed, as well as opinions on what will happen made all over the world by various people. This session will bring together all the thoughts of the industry, make sure you are fully prepped to deal with this monumental shift as SEO’s and business, and most importantly give you a roadmap of work to do before it is too late!

Let’s cut to the chase; if you want to succeed at SEO and rank at the top of the SERP’s, you need BIG links. Links from relevant and authoritative top-tier publications.

There’s a common misconception, however, that only those big budget content campaigns can land such links.

In this session, James will talk you through how, why and when publishers and journalists link out and why you certainly don’t need to be working to huge budgets to achieve these.

Once a brand of any size understands what journalists want and how to present it to them, landing the links becomes a whole lot easier. Forget expensive-to-product content formats.

This is all about delivering stories which add real value to a topic straight into a journalist’s inbox which ultimately result in links which really do move the needle when it comes to SEO.

Craig will be discussing how to use automation and new technology to help grow your social media audience. Chatbots and Automation are important for anyone who is looking to catch up on the competition. Craig will share actionable tips and strategies that can be easily implemented into your own social media strategy.

More specifically, what I’ll show the audience within the 15 minutes webinar is how to find profitable segments based on the website behavior and leverage them in paid campaigns.

Having a Facebook page for your business is a no-brainer for a lot of business owners. Facebook has the largest audience of all the social media platforms and offers a low budget way of marketing to your ideal clients. But what about a Facebook Group? If you think of your page as your storefront, your group is the community inside your building. Find out what the benefits are from growing your own Facebook group, how you can attract members, and how to get them engaging once they join.

– How JavaScript is now being embraced by Google & SEOs
– How can JavaScript be used to optimise on-page SEO elements
– Good: Titles, Headings, Text
– Bad: Canonicals, robots directives, links
– Good/bad: schema
– Based on our experiments and others I’ve been working closely with, we’ve seen some key things you can’t do, which many may not be aware of. – Add this to Google’s recent announcement of what they do/don’t do with elements rendered with JS (like Canonical tags being ignored by the WRS) and we have a clearer picture how how you should use it.

Break

Content seems like this mystical unicorn creature; everyone says you *need* it to generate traffic, attract potential customers, and convert sales, but how do you build a long-lasting strategy? In this presentation, I’ll be sharing specific, actionable tips to help you identify hot content topics, find content “itches” you can scratch to give people what they’re seeking and position yourself as a thought leader, do recon to see whether similar topics have gained traction in the past and what they’re missing, and stretch content via different formats for a broader reach.

Content seems like this mystical unicorn creature; everyone says you *need* it to generate traffic, attract potential customers, and convert sales, but how do you build a long-lasting strategy? In this presentation, I’ll be sharing specific, actionable tips to help you identify hot content topics, find content “itches” you can scratch to give people what they’re seeking and position yourself as a thought leader, do recon to see whether similar topics have gained traction in the past and what they’re missing, and stretch content via different formats for a broader reach.

It’s easy to see your star Facebook campaigns lose momentum or fall off a performance cliff. How do you get ahead of it? What are the innovative strategies not yet written into the Facebook “best practice” rulebook that will help you not only keep campaigns alive, but grow your business via Social? During this session, Senior Client Manager and Paid Social obsessed expert Matt Mason will knock your socks off as he shows you:

1) How to identify early signs that your Facebook campaigns are beginning to decline
AdSet spend begins to fall despite not changing budgets
Ad Frequency begins to increase
2) How to translate Facebook data into digestible strategy for key stakeholders like bosses or clients
What happened? Show them visually, using charts.
Why did it happen? Did a change occur in the algorithm? Did you exhaust the audience?
What are we going to do about it?

3) How to implement a corrective course of action to revive and stabilize your Facebook ad performance
Is there a conversion action higher in the funnel we can target?
Have we tried warming up our prospecting campaigns through engagement or awareness?
Test, test, test! This is an opportunity for innovation!

Is it possible to get all of your freelancers aligned around your strategy? Many marketing agencies and consultants rely on subcontractors to deliver value to their clients. But because those freelancers are independent and “temporary,” many of us make the mistake of keeping them at arm’s length in ways that are counterproductive. The optimal way to use the growing freelance talent pool is by nurturing a closely held “curated team” of freelancers who pull together to achieve results for your business and for your clients. That requires thoughtful sourcing, onboarding, engagement and retention of freelancers. I’ll share the practical steps for “freelance team building” I used to grow my content marketing services business and that we continue to learn in the Nation1099 community.

Are you looking to do a/b testing and CRO in 2018? This hands-on session will equip attendees with the knowledge and skills to get buy-in from their organization and make testing a reality. I’ll share with you my process, lessons learned and what it takes to run a proper a/b test and do CRO… they are not the same thing and you need both to succeed in 2018.

Advances in AI are changing search from being just a marketing channel to becoming the centerpiece for consumer engagement. As a result, marketers are empowered to expand their reach and better engage with the audiences most likely to convert. In this actionable session from Microsoft’s Purna Virji, you’ll learn key optimization tips for In-Market Audiences, Custom audiences, as well as Microsoft’s brand spanking new Microsoft Audience Network that just announced in May.

The session would focus on strategies that include multiple channels to push consumers into the buying funnel at the awareness stage, and then nurture them down to conversion.

The focus will be on teaching how each channel can build on each other to pcreate the necessary touchpoints to get buyers to convert.

At the awareness stage, we can talk about Facebook, particularly using Facebook Live videos and influencer marketing to start feeding the top of the funnel. At awareness we can also use Adwords Display, and “mid-level” keywords for organic SEO.

At the consideration stage, we can use a remarketing campaign with both FB and Adwords for “visitors”. Also, organic SEO can play a role when using consideration stage keywords.

At the bottom of the funnel, the focus is on remarketing, primarily a shopping cart abandonment focus to get visitors to convert.

The goal is to help marketers create a strong experience for the Customer Journey to increase visibility and ROI.

What areas local businesses should focus on to get more local customers and have greater visibility online. From site-speed optimization, on-site SEO, citations, local link building, to the power of reviews.