I attended the Together Digital national conference on Thursday and Friday. It was jam-packed with informative sessions, case studies, and panels. I got to hear from some of the most talented, motivated and compassionate women in the marketing industry. Part of what makes Together Digital so unique is that members commit to 12 Asks and 12 Gives each year. This can be anything from asking if anyone knows anyone at a company you want to work for all the way to giving members an audit of their LinkedIn profiles. When women ask for help and give support to one another, we can build each other up. The group has been instrumental in shaping my career.
There were so many awesome sessions to choose from at the conference, I found myself wishing I had a time-turner like Hermoine’s from Harry Potter. I wanted to take a moment to share with you some of the key takeaways I learned from the conference.
Kickstart Your Organic SEO Strategy by Caitlin Boroden, Director of SEO, Catchweight
– SEO is the practice of increasing the quality and quantity of website traffic. The three pillars of SEO: Technical SEO + Content + Digital PR (link building). I think of this as a pyramid with Technical SEO on the bottom.
– When you’re doing an SEO Audit it can feel overwhelming at the amount of stuff you need to fix. Conduct an Impact vs Effort analysis for when you have a laundry list of changes needed. This will help you map out what tasks are high impact- low effort, etc.
– Make sure to use smaller image sizes on the website so the page can load quickly.
– Be sure to fill in meta descriptions and alt text to help it be understood by Google. Each page should have H1 tags.
Creative ways to drive email conversions by Amanda Scarnechia Manager, CRM & Consumer Data of Scott’s Miracle-Gro
– If you don’t have the data, ask for it. Scott’s Miracle-Gro wanted to let their audience know about a new product they had for people with an irrigation system. They didn’t know who in their database had an irrigation system so they sent them a short one question survey in an email. Ask your audience a basic question.
– Write at a fifth-grade reading level or below. Average American reading level is about seventh grade.
– Apply the learnings from other departments. Maybe your paid social media team has already figured out what copy works for your audience and you could borrow that in your email campaign.
– Set the agenda. State here’s what we’re going to cover. Set the time for the topics. Email the agenda the day before.
– Talk about the bigger picture first before diving deep. Start with the big picture. Don’t just start in the middle. Give context and orient them.
– Help them make decisions. Using analogies to communicate complicated concepts in a way that’s commonly understood.
– Repeat their vision back to them, helps them feel understood and heard. Then say we have two options, here are our recommendations.
– Know your leader and how they want to be presented to.
Social Marketing & Media Case Study
– You can create buyer personas for each social media platform like a Facebook persona or Instagram persona.
– 78% of users who follow a brand on social will visit their physical store.
– Provide social media training during the onboarding process to teach posting best practices. Have your social team teach the sales team how to use social selling correctly. Provide content the sales team can share, teach them about a complete LinkedIn profile, educate them on what a Facebook business page looks like. Do a yearly audit of sales reps social profiles.
– Make social-first content. Reframe social media to be a business driver. A/B test to learn what your customers really want.
– Facebook is the best place to reach Moms. Moms are online for support and community.
– Bad social media goal: Grow your social media following. (That’s not specific nor timely.)
– Good social media goal: Increase purchases on our website from Instagram by twenty percent by the end of the year.
– In your social media photos, have a clear focal point. Make your product pop. Show the product in action. Show how to use the product, explain what it is. Product demos. Real customer highlights.
And that’s a highlight of some of the things I learned from the Together Digital National Conference in Columbus, Ohio on September 19-20, 2019.