Marketing Conferences 2017

Marketing Conference 2017

The marketing world is constantly changing, especially with the impact of digital marketing, this industry its more exciting than ever.

It’s important to stay ahead of new trends rather than linger slowly behind and utilize outdated or ineffective marketing methods. Attending a marketing conference can not only put you first in line to hear new ideas but also meet others that want their business strategy to be ahead of the trend.

Each conference can emphasize a different aspect of marketing and attending one that fits your needs is important. Whether it be about social media, seo, marketing technology or marketing strategy you will leave the conference with a better understanding of this every changing industry and a solid plan of action to hit your goals.

Check out these sites to find out about the latest marketing conferences:

Forbes- Marketing Conferences To Check Out in 2017

Marketing Insider Group- Best Marketing Conferences 2017

2017 Digital Marketing Conferences

What You Should Know About Google My Business

What Exactly is Google My Business?

welcome-google-my-business

Since Google Maps, Google Local, Google+Local and Google Places, Google’s local landscape has been broken and pretty much a lost cause if something was wrong with your listing(s). Google My Business officially launched on June 11, 2014 and its goal is to solve all these problems. “Google My Business puts your business info on Search, Maps and Google+ so that customers can find you, no matter what device they’re using.” In short, Google My Business is a one-stop shop for businesses to manage their Maps, Places and Google+ account. Hooray for a fully integrated dashboard for business owners!

How Can I Share Successfully?

You might have gotten an email from Google with some tips for successful social sharing:

Keep it fresh

Share news about your business, local community and more. Keeping up with current events means that you are relevant to your audience.

Promote exclusive deals

Use Google+ Events to share special offers and deals that are exclusive to only Google+ users. This helps customers feel value in following your business online.

Be visual and share high-quality photos

Pictures say it all. Whether you’re using your smartphone or camera, share pictures of your staff, business, clients and even your top selling products.

Record and showcase a video recording

Video time! Film a webinar, Q&A session or just a behind-the-scenes tour and use Hangouts to broadcast the recording of your business at work.

Respond to your customers

Use Google My Business as a platform to create dialogue and respond to comments, both negative and positive. Google also encourages reciprocating by following your followers back.

What Does It Mean for My Business?

View Google’s video intro for Google My Business below and notice how they emphasize their effort to help small businesses. They also highlight customer engagement is an essential part of a business’ success. “Unlock the full potential of Google and find your people.

Setting up your business correctly on Google My Business is just the initial part of the puzzle. The first part can be the hardest and you want to make sure that everything is setup correctly, as to not cause confusion with local in the future. There is maintenance that is necessary to grow customer engagement, as well as good content and SEO to strengthen those social signals. If you have any questions on how to use Google My Business or how it will affect your Google+ marketing plan or social media marketing in general, contact us today for a free consultation. All in all, this is a good sign for businesses and will hopefully work better than their past local/social endeavors.

Google Event at Emarketed Office!

Do you love Google?
Does Google love you?
Join us next Tuesday March 5th at 10 am for a talk broadcasted live from Google Headquarters.
We’ll be providing food and have room for 20. Please RSVP.  We’ll hold a bagel for you. 🙂

Click here to reserve a spot.

Event Agenda

Live-stream starts at 10 pm PST.

Keeping Up With the Evolving Digital Landscape

Lisa Gevelber,
VP of Americas Marketing, Google

The world is changing. The evolution of technology is giving people the opportunity to do extraordinary things. We’ll share how Google is evolving alongside this changing world, in the way it thinks about its brand and its marketing.

The Zero Moment of Truth: Reaching Customers When It Matters

John Nicoletti,
Director of Agency Development, Google

Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. We call this the Zero Moment of Truth, and we’ll share how this changes the way businesses reach their customers. We’ll talk about reaching the right customers when it matters, with the right message, using Google AdWords.

Working and Winning with an Agency: A Fireside Chat

Bickey Russell,
Head of Channel Managed Agencies, Google

We know small businesses can be hesitant about spending with an agency. We’ll discuss best approaches to working with an agency and what resources the Google is providing agencies to help their clients succeed.

Glee and Social Media Advertising

“Gleeks” Love Social Media Advertising
Have you caught an episode of Glee? If not, you’re missing out on what tons of fans (self-proclaimed “Gleeks”) are watching. The show has been on Fox for a year now and has received critical praise from viewers and critics alike. The show basically follows fictional high school characters while incorporating reworked versions of songs like “Hello Goodbye”, “Halo” and “Like a Prayer”. Doesn’t everyone like a good cover song? Each episode boosts Glee’s single, as well as the original song, on the iTunes charts. After the homage episode to Madonna, the material girl saw a 44% increase in her catalog of songs! It doesn’t just stop at TV time though. A look at Glee’s social media advertising shows that they’re very active on Twitter, Facebook, MySpace, and YouTube.

A Haven for Online Viral Marketing
How can a simple song spark an online viral marketing fire? Let’s face it, people adore classic hits. Whether it’s a guilty pleasure or an old favorite, people are more likely to get attached to things that they’re familiar with. Check out the cast’s version of Journey’s hit. What do you think? These new renditions have inspired fans to record and upload their own versions of the songs. MySpace even held a Glee karaoke contest. But it doesn’t just stop there. Glee is one of the most tweeted about shows ever! As if they needed to gain more momentum, Glee held a contest for their die-hard fans last summer. Fans would register their social media accounts and gain points every time they mentioned Glee. The contest was a success and the fan with the most points won a trip to meet the cast.

Glee
and the Fox Network have done an amazing job at keeping fans happy this past year. Let’s see if they can keep people interested with the upcoming season!

PPC Negative Keywords: Maximizing the Positive Effect

Just this morning, we sat in on a webinar titled, “PPC Negative Keywords: Maximizing the Positive Effect”.  It was hosted by Marin Software and Ken Jurina, the co-founder and CEO of of Epiar, Inc.  Here are some of the gems we plucked from our experience – some we know, but some of it was a kick in the pants to spend more time thinking negative.

Negative keywords instruct search engines to not display your ads, decreasing irrelevant queries, impressions and most importantly clicks and spend.

An interesting reverse logic idea that was mentioned: you may want to consider using negative keywords for legitimate terms.  Maybe these terms are spending a lot of money and bringing lots of traffic but they are expensive and converting poorly.  Other great reasons to use negative keywords are:

  • Expensive conversions
  • Expensive clicks
  • Limited budget
  • Bad brand association
  • Not relevant for the user
  • Quality improvements
  • Lowering costs

An important, sometimes hard to find tidbit for each of the search engines is:  What are their negative keyword limits?

  • With Google – 10,000 negative keywords in Ad Campaign or 5,000 at Ad Group Level
  • With Yahoo – 250 negative keywords at Ad Campaign Level or Ad Group Level
    • Singular term covers plural and misspellings
  • With Microsoft adCenter – 1024 character including spaces and commas
    • Campaign, ad group or keyword level

A major lesson seemed to be that ultimately, a combination of exact phrase broad and maximized negative keywords is the best way to target paid search.  Keep in mind that negative keywords have no impact on exact match terms.

So – I’m sold on the idea of switching to more broad and phrase matching and adding negative keywords to all of my accounts.  After adding broad and phrase match and negative keywords, what can I expect?

  • Your ads will now appear on the relevant long tail phrases
  • Your ads will get better exposure to better prospects, which means increased leads and increased revenue!
  • You can now advertise on long tail phrases where your competitors dare not tread, meaning more cheap clicks for you without the dangers of broad match.
  • Once your ads get impressions deep into the long tail phrases, your advertising reach may double, triple, or more!

OK – great, now how do I build these lists?  What tools are there for me to use?

Manually, using intuition and industry knowledge.

Scan through past referring phrases that did not convert, had bounce rates or were trash

So – In the end, negative keywords is a simple concept, important part of every campaign and can according, to today’s webinar, save up 20-40% on spend.  Wow, that’s a “no-brainer”.

Google search results are starting to include local results

Google's including local results
Google's including local results

Just heard through the search marketing grapevine that Google is starting to include local results for search queries that they think you’d like to see local results. Try a search for “cars” and half way down you’ll see local results based on where you’re searching.  This is based off the IP of your computer where you’re searching from so if you’re surfing the net from your office and the network has a block of IPs from a provider out of state you will most likely receive results based off of where that IP is located.

So with this in mind it will become more important to make sure your business is listed in Google Local. Click here if you need to get listed in Google Local.

Local Search Marketing Workshop in Los Angles

We had a great turnout for our event last week. Please contact us if you’d like to be on our mailing list of free workshops. The next event will be held in early January. You can view a short video recap of the event here and also see the slides from the event below.