Pubcon Austin 2015 – 3 Killer Mobile Hacks to 3x Your ROI By Erin Sagin

Unless you’ve been hiding under a rock, you know that mobile search is growing in both volume and importance. To help bolster your mobile marketing efforts, mobile paid search can be a great tool if you use it correctly. Erin Sagin shared some great tips during her presentation at Pubcon Austin 2015, and here are some notes I have from her session …

Erin Sagin delivers her presentation on mobile ad optimization at Pubcon Austin 2015Unless you’ve been hiding under a rock, you know that mobile search is growing in both volume and importance. To help bolster your mobile marketing efforts, mobile paid search can be a great tool if you use it correctly. Erin Sagin shared some great tips during her presentation at Pubcon Austin 2015, and here are some notes I have from her session:

  • It’s important to track your mobile conversions properly so you know what’s happening with your ad spend.
  • The #1 problem with lots of mobile ads is that people aren’t seeing them. Less space, fewer ads, so the competition is tougher.
  • Bidding strategies on mobile are very different than on desktop.
  • Phone leads are the hottest leads you can get – people are actively looking to talk to you.
  • Click-to-Call can be a real game changer
    • Filling out a form is OK, but if you don’t respond quickly to the lead it will go cold
    • Calls are 3x more likely to convert
  • Consider using call-only campaigns – can be very useful, and also gives call-only data.
  • If you’re going to favor phone calls, don’t put your ads out when someone isn’t there to answer. Pause campaigns during closed hours or set up a landing-page type ad during those times.
  • Make sure you’re staffed up enough to handle call volumes – “Call center staff training is the new landing page optimization for mobile.”
  • If you’re going to use mobile ads, make sure your mobile landing pages rock!

Call center staff training is the new landing page optimization for mobile.

I love this last quote. It’s important for us to remember that online and offline intersect in many places and we must be ready for that.

Photo courtesy of Pubcon.

Pubcon Austin 2015 – Back To The Future with Pay-Per-Call Marketing By Daryl Colwell

What’s old is new again. Alan K’necht brought this up in his book The Last Original Idea. Along those lines, Daryl Colwell shared some great information about online to phone conversions and how they can be a powerful way to build your business. Here are some notes I took during his presentation at Pubcon Austin 2015 …

Daryl Colwell waits for his turn to present during Pubcon Austin 2015What’s old is new again. Alan K’necht brought this up in his book The Last Original Idea. Along those lines, Daryl Colwell shared some great information about online to phone conversions and how they can be a powerful way to build your business. Here are some notes I took during his presentation at Pubcon Austin 2015:

  • By 2018 mobile search will drive 73 billion inbound calls to advertisers
  • Giving your customers a choice between filling out a form or tapping to call can increase conversions
  • Old & New Media – Inbound Calls
    • Used to be, people found the number in a directory and call
    • Now, they find the number in ads and people can click to call
    • Same thing, slightly different methods
    • Digital connection creates a human interaction
  • This can be very powerful in email, given how many people are using their phones at home
  • Studies show landline calls can last nearly 2x longer than mobile calls
  • Adding a phone number to a landing page can make the business seem more credible and can increase conversion
Photo courtesy of Pubcon.

Pubcon Austin 2015 – Y’all Need To Speak Espanol By Zeph Snapp

International SEO brings up a whole host of technical and optimization challenges that must be met. Zeph Snapp has a lot of experience working with multilingual websites, especially those in English and Spanish. He shared some great information during his presentation at Pubcon Austin 2015. Here are some notes I took …

Zeph Snapp shares information on international SEO during a presentation at Pubcon Austin 2015International SEO brings up a whole host of technical and optimization challenges that must be met. Zeph Snapp has a lot of experience working with multilingual websites, especially those in English and Spanish. He shared some great information during his presentation at Pubcon Austin 2015. Here are some notes I took:

  • Spanish matters – between 12%-20% of people speak Spanish at home
  • Localization is very important
    • Localize the dialect of Spanish depending on location
    • Little changes can make a big difference
  • Transcreation: Process of adapting a message from one language to another, while maintaining its intent, style tone and context
  • Doing International Language SEO
    • Get your keywords in English first
    • Translate the list
    • Find foreign language keywords in Google
    • Use Asihablamos.com to see Spanish words in different regions
    • Use translators that understand English well enough to understand your message and translate properly
    • Don’t forget about character sets
    • HREFLANG is very important – it’s not hard to do, so do it
    • Don’t use flags to signify language – doesn’t make sense for most languages
    • Don’t forget to allow people to choose their language as desired. You don’t want to automatically redirect all the time. Design to be flexible for customers
  • Spanish language works very well on YouTube. Put up the video with subtitles and submit a Spanish-language transcript.

Photo courtesy of Pubcon.

Pubcon Austin 2015 – Let’s Get Visual … By Krista Neher

Are you using images strategically in your online marketing efforts? If not, why not? There are many very good reasons to do so, and Krista Neher of BootCampDigital shared some of those reasons along with some excellent ways to optimize how you use images. Here is some of the information she shared …

Krista Neher shares information on using images in web marketing during Pubcon Austin 2015.Are you using images strategically in your online marketing efforts? If not, why not? There are many very good reasons to do so, and Krista Neher of BootCampDigital shared some of those reasons along with some excellent ways to optimize how you use images. Here is some of the information she shared:

  • Your brain processes images 60,000 times faster than text
  • People have more messages being thrown at them than ever before.
    • There is lots of noise to push through.
    • Visuals serve a purpose to help us process information faster
    • But, the images have to have a purpose, tell a story
  • 3 Rs of visual content
    • Real pictures
    • About real things
    • Taken by real people
    • Brands aren’t just competing against “competitors” – they are competing against EVERYONE
    • Images don’t have to be “perfect” – they just need to be real
    • People know a professional photographer can make things look great – people want to see how things really look
    • Look at the Pure Michigan Instagram for a great example of how this is done: https://www.pinterest.com/puremichigan/
  • Look to have images that are contextually-relevant to the content for image sharing on sites like Pinterest.
  • Your image strategy has to start with your website. Think about social sharing and how many images are included with those shares.
  • Use Pinterest as a research tool for a social media content strategy
    • You can get some great ideas for content from repins
    • There are a lot of ways to find things that interest real people
Photo courtesy of Pubcon

Pubcon Austin 2015 – Social Media Measurement By Adam Proehl

Many who work in online spaces wonder what kind of ROI they are getting from social media. Some look to customer service as the main reason for participating, others look to sales or to drive traffic to their website. Whatever the business goals, it’s important to measure social media activity and see if the efforts are having the right effect. Adam Proehl shared some great information during his presentation at Pubcon Austin 2015. Here are some notes I took …

Adam Proehl shares some outstanding information during his presentation at Pubcon Austin 2015.Many who work in online spaces wonder what kind of ROI they are getting from social media. Some look to customer service as the main reason for participating, others look to sales or to drive traffic to their website. Whatever the business goals, it’s important to measure social media activity and see if the efforts are having the desired effect. Adam Proehl shared some great information during his presentation at Pubcon Austin 2015. Here are some notes I took:

  • What you can learn from social metrics:
    • You’re loved and why
    • You’re hated an why
    • Either of these can help you make improvements to your business
  • Things like numbers of followers, fans, likes, etc. are somewhat useless
  • Lots of “cookie cutter” tools don’t have actionable insights
  • Monitoring & Research
    • Is there an audience and do they care?
    • Trendsmap shows geographic-based Twitter trends
    • Checkins are very valuable to watch … more so than followers
  • Don’t just watch your “@” account on Twitter, look for your branded terms, too.
  • Don’t just look at the first layer of data, dig in for more insights
  • Tools
    • Check out SharedCount. Basic information, but valuable
    • Before you invest in a tool, just listen using the native tools
  • Can social help with links?
    • Maybe not for SEO, but they do help your great content get shared by and in front of the right audience
    • Even though they are “nofollow” – the links can still be valuable
Photo courtesy of Pubcon