Digital Transformation Day

#DTDconf ONLINE CONFERENCE POWERED BY SEMRUSH

22 February 2018

Pierre Far, Blockmetry

ANALYTICS IN 2018 AND BEYOND

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For each step of the journey you need to understand what a success looks like and what a failure looks like. 

Think of the persons you report to at every stage  -  it will help you avoid collecting unnecessary information.

Keep an eye on the ePrivacy regulations and think in advance how it will affect your analytics and reporting.

Andrey Lipattsev, Google

THE NEW BAR FOR WEB EXPERIENCES

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PWAs are the new bar for web experiences. 4 fundamental principles of this new bar are speed, functionality and integration of the device that a user interacts with, reliability, and engagement.

AMP is a simple framework that is very easy to begin working with. It allows you to achieve considerable improvement in your results with very little investment. 

Get your push notifications right by creating the right context and explaining which benefits people will get, and you'll see a great uplift in users coming back, interacting with your content and converting. 

Aleyda Solis, Orainti

DISCOVERING SEO OPPORTUNITIES THROUGH LOG ANALYSIS

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It’s critical to understand what actually happens on your site, especially when you’re implementing some structural changes. 

Discover which areas of your website are the most crawled to get your SEO priorities right. Make sure your meaningful pages don’t return any unintended redirects or errors.

Log analysis helps to optimize your crawl budget spend by eliminating not meant to be accessed pages, non-relevant content and non-indexed URLs.

Patrick Stox, IBM

TROUBLESHOOTING SEO FOR MODERN JAVASCRIPT FRAMEWORKS

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First, find out about the setup, what framework, and how it's rendering.

Isomorphic (or Universal) setup is probably the best, but it can be a lot of resources to load.

Both the source code and Google's cache are raw HTML, before JS is processed. You can't rely on these when working with JS.

Use Google Rich Results testing tool to see the  rendered Document Object Model.

Brian Fanzo, iSocialFanz

OMNI-SENSORY INNOVATION

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The future of innovation is powered by collaboration - no one trusts a brand or a logo, but we trust people that we can relate to.

Remember there are still things that machines can not do. 

Focus on a participatory content creation: let your audience be involved in your thought process, that's what people are craving right now. 

Virtual and augmented reality are empathy platforms of the future. 

Kevan Lee, Buffer

A SURVIVOR'S GUIDE TO ORGANIC REACH ON SOCIAL MEDIA

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Create fewer posts, but better. For Buffer, it resulted in 330% increase in Facebook reach after they cut down their posting frequency by 50%.

Invest in groups. Choose a niche, encourage conversation and self- moderation. No group? Use a hashtag!

User-generated content. Discover content with hashtags and tools. Boost virality with mentions, tags and partnerships. 

Olga Andrienko, SEMrush

WAYS TO IMPROVE CUSTOMER RETENTION THROUGH GAMIFICATION

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Think about your existing users even when running an acquisition campaign.

Any campaign should be easy, interesting and fun. Gamification hits all the targets.

Do what machines can't do. It's your care and love for the client that inspires loyalty.

Social media is where magic happens. Most of your existing and potential clients use social. Connect with them in most informal way possible.

Alexandra Rynne, LinkedIn

CONTENT MARKETING 3.0 THE FUTURE IS HERE

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In 2018 video content will be even more prominent. At the same time, the video doesn't have to break the bank.

If it can be tested, it can be improved . Make testing a regular activity. Test variations in copy, CTAs, images, add/remove stats etc.

Repurposing should definitely be part of your content strategy.

Try online experiences instead of the static ebooks to increase the time people spend engaging with your content. 

Matthew Barby, Hubspot

CREATING CONVERSATIONS: DRIVING GROWTH WITH CHATBOTS

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Lead nurturing is usually the leakiest part of the most funnels. 

Average response rates from engaged chatbot audiences are as high as 80-90%.

A good flow to follow: 1) Provide and initial hook 2) Deliver value and educate as soon as possible 3) Give a reason to return

More best practices: avoid letting users hit a dead end; provide adequate onboarding; always opt-in.

Larry Kim, MobileMonkey

THE TOP 7 PPC HACKS OF ALL TIME

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Target two completely unrelated interests, e.g. people who like Game of Thrones AND people who like email marketing. With this, you can modify your creative to speak to both of those uncorrelated interests of a user so that you have two force that connect people to that ad. 

Target search ads only to people who already visited your site. Only spend on RLSA campaigns, forget non-RLSA campaigns. 

If people have visited your site before, they are 2-3 times more likely to click on your ad and convert. Create and promote content outside of your niche and connect to customers earlier!

AJ Wilcox, B2Linked

5 LINKEDIN ADS TRICKS YOU DIDN'T KNOW YOU COULD DO

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In order to get the maximum reach and lower your competition, instead of including only smaller companies, only exclude large companies. You will be left with smaller companies and the unknown. The unknown is less competitive. 

Bidding for performance: raise the budget all the way up and set your bids low. Use bids to scale your traffic. If you hit budget before EOD, you paid too much for clicks. 

Advertise to connections: upload the list of email addresses into LinkedIn Ads. 

Barry Schwartz, RustyBrick

WHAT’S NEXT FOR SEO

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Today, to be an SEO, you can't just do link building. It also involves doing content marketing, social media marketing, building software and tools that people are interested in.

You used to be able to do clocks of text in blogs, but now it's about video blogs, podcasting, Schema, social media sharing, and how you share. Content is thicker and easier for people to read. 

Be consistent about how things work. Don't think "this is the next best thing" and just do it. Like mobile friendly and AMP. Be consistent and be meticulous about how you do these those things. 

smr.sh/AUB

To access recorded sessions and slide decks, register at