I was fortunate to attend and be a guest blogger for the Master of Business Online Conference (MBO) an interactive marketing conference hosted in Indianapolis. In addition to meeting some great people, I also heard from a lineup of informative speakers. Here are 5 nuggets of information that I took away from the conference.
1. One Strategy with three mediums – Often companies think of their blog, SEO efforts, and social media separately. All three of these can be effective inbound marketing strategies, however when combined together you can make a bigger impact.
2. It is all about the data – This seems like a given, but in almost every session I attended it was reiterated that you need to make marketing decisions based on the data. It doesn’t matter if you are giving out a whitepaper, writing a blog post, or sending email messages, closed loop analytics should be used for every campaign you run.
3. Content is King – Yes, I know it is cliché. But, your content needs to be awesome. Just like there is a sales lifecycle, your content (emails, blog posts, website content, social posts, mobile messages, etc.) should also have a lifecycle. Matt Chandler preached the 5 Ms of Content Strategy in his presentation. The strategy includes Make → Manage → Monitor → Moderate → Measure.
4. Combine Campaigns – People look in more then one place and need more then one touch before they purchase. It is important to combine inbound and outbound marketing strategies to get the most ideal results. My favorite use case of this was Delta using video to drive people to their website. They saw up to an 80% in crease in online traffic when running a TV commercial. They also use YouTube to extend the life of the commercial.
5. Tools – There is an endless number of interactive marketing tools to help you get metrics and data. Everyone knows about the popular ones like Google Analytics and Omniture. But, I’m an SEO guru, and I was shown even more tools that are at my disposal to help me make educated decisions.
Overall the conference was valuable and well attended. I’m defiantly going to take what I learned from the sessions and networking and apply it to my daily work as an interactive marketer. 2. It is all about the data – This seems like a given, but in almost every session I attended it was reiterated that you need to make marketing decisions based on the data. It doesn’t matter if you are giving out a whitepaper, writing a blog post, or sending email messages, closed loop analytics should be used for every campaign you run.
3. Content is King – Yes, I know it is cliché. But, your content needs to be awesome. Just like there is a sales lifecycle, your content (emails, blog posts, website content, social posts, mobile messages, etc.) should also have a lifecycle. Matt Chandler preached the 5 Ms of Content Strategy in his presentation. The strategy includes Make → Manage → Monitor → Moderate → Measure.
4. Combine Campaigns – People look in more then one place and need more then one touch before they purchase. It is important to combine inbound and outbound marketing strategies to get the most ideal results. My favorite use case of this was Delta using video to drive people to their website. They saw up to an 80% in crease in online traffic when running a TV commercial. They also use YouTube to extend the life of the commercial.
5. Tools – There is an endless number of interactive marketing tools to help you get metrics and data. Everyone knows about the popular ones like Google Analytics and Omniture. But, I’m an SEO guru, and I was shown even more tools that are at my disposal to help me make educated decisions.
What do you find most valuable from a recent conference you attended? Please leave a comment below and share your nuggets of wisdom…
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