As first time attendees to InboundCon, our team was looking forward to soaking in as much information as possible from some of the best and brightest in the digital marketing industry. The agenda promised “no fluff and only actionable talks” and I’m pleased to say that Inbound 2015 delivered on its promise.
If you’re reading this and you don’t know what InboundCon is or haven’t already googled it, it is a one-day digital marketing conference, which takes place in Toronto, Canada. Hosted by Powered by Search, the conference is a relatively new event for digital marketers, but attendance has grown infinitely year after year through the positive feedback received by attendees.
Before I share with you some of the key takeaways our team took from the conference, I’d like to preface it by noting that most of the topics are targeted for individuals with an intermediate to expert level of knowledge in digital marketing. That being said, it is packed with loads of helpful information and a good snapshot of what the digital marketing industry is all about for anyone just starting out as well.
If you’re thinking about attending next year’s conference, we’ve got the scoop on some of the key takeaways below. I’ve included links to some blogs for more background information in case you needed a precursor for any of the topics discussed. (Don’t worry, I had to google a few things myself during the conference.)
1. How to Become a Marketing Superfreak – Dev Basu
Define your mission, goals, tactics and deconstruct your strongest channels of growth.
Eliminate the channels and initiatives that are not performing for you, and don’t spend any more time or effort on it. Brainstorm every point of interaction with your clients.
Automate the mundane/repetitive work and measure your metrics by Acquisition, Activation, Retention, Referral and Revenue.
Liberate. Superfreaks make the news, while marketers react to it. Create 10x content by surveying what your site visitors want.
2. Getting Your SEO House in Order – Jon Henshaw
- Use a good hosting provider that is your business’s dedicated server and is fast.
- Make your website load as quickly as possible: reduce image sizes and ensure content and images are formatted for different viewing methods to optimize the load speed and overall user experience.
- Use Google Pagespeed to analyse your site.
- Do anything Google wants: Google cares about time spent on your site, the UX, actions performed on your site.
3. Link Building Ninja Tips, Small Changes, Big Improvements – Jon Cooper
- Monitor how your counterparts are getting links in other cities and countries.
- Train your link builders from scratch.
- Target brand sites with review content and news sections.
- Bait your competitors with a resource page.
- Use LinkMiner to check for broken links.
- Spend more time on less content – create infographics, powerful images.
- Find influencers through Twitter lists, co-citation.
4. How to Build Inbound Marketing Integrations Without Knowing Code – Mark Sullivan & Jason Kotenko
- Use connector apps to trigger an action based on client interaction. i.e. Triggers are actions such as a form submission on your website or email inquiry, the action you may want from this trigger is for your prospect to be documented in your CRM or added to your mailing list.
- Webhooks are important.
- Review what drudge work you are doing daily, such as entering data into spreadsheets and see if you can automate it.
- Record repetitive tasks: Excel, imacros, Techsmith, Camtasia, Jing
5. How to Turn Your Resource Centre into a Lead Gen Machine
- Create an engagement path – recommend content and lead with Call-to-Actions (CTAs) and other useful articles on your site.
- Make Your CTAs dynamic and contextual.
- Optimize your premiere content by gating it – request for emails and/or information from the user to provide access to your content. Use an overlay CTA and landing pages.
- Track and measure performance – establish benchmarks, align key metrics with goals.
- Create a marketing ecosystem – create content, nurture it and sell it.
The precursor for this topic: 11 Kick-Ass Call to Action Examples and Why they Work, The Engagement Path
6. Beyond the Data: 6 Proven Strategies to Increase Your PPC Conversions 3-5x
- Focus on high value landing pages – focus on what the offer is, not small changes like button colours.
- The average conversion rate is 2.35%.
- The top 10% accounts have a conversion rate of 11.45% and above.
- The top 10% accounts test about 10+ times.
- Change the offer and let users choose their own flow.
- Remarketing is your secret weapon – conversation rate increases at 6-7 views of ad exposure.
- The mobile user experience has changed – most users are researching on mobile applications and require a content-rich experience. Mobilize your conversions.
7. The 12-Step Landing Page Rehab Program
- Never start a marketing campaign without a dedicated landing page.
- Keep your landing pages simple – remove unnecessary links on your page. Distraction is the enemy of conversion
- Understand the role of design on your landing pages – protect your CTA. Anything in close proximity to your CTA can be a threat to conversion.
- “Because” is the most persuasive word in the langage.
- Design for your ideal customer.
Well, that sums up the key bits of information we received from InboundCon 2015. Overall, our team had a great learning and networking experience at InboundCon and we’re excited to implement all of our new knowledge with our clients. If you have any questions on the topics discussed and you didn’t feel that the precursors were sufficient enough to help, leave me a comment below or reach out to me on Twitter and I’d be happy to share more insights with you.