Derek Packard: Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers

Friday, September 28, 2018

Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers

Pubcon Pro

In the fast paced world of search and digital marketing, what separates amateurs from professionals often comes down one simple distinction: marketing as a gamble or marketing as a planned, measured and iteratively optimized discipline.

There are far too many marketing campaigns being implemented simply because “that’s how we’ve always done it”, as a reaction to the competition and as a limitation of the in-house team tasked with execution. Professional marketers go beyond wishful thinking and hopes of “better luck next time”.

So, what does it mean to be a “professional”?

Being a professional in any industry represents a combination of characteristics including:

Specialized knowledge
Competency
Honesty and Integrity
AccountabilitySelf-Regulation

Marketing professionals represent these things and more:

Creativity
Analytical Skills
Social Skills
Problem Solving Skills

If you want more marketing success, it takes a shift in perspective, an effort to expand your knowledge and awareness of what’s possible.

There are few “sure things” in marketing, but one thing you can count on is the value of the expertise and advice from the group of 10 expert marketers contributing to the Marketers Go Pro ebook we developed for the Pubcon Pro conference in Las Vegas happening in a few weeks. We polled the keynote and main stage speakers for their best advice based on the presentations they will be giving at the conference. I’m one of those main stage speakers, so I contributed as well.

Here’s a list of the marketing experts who contributed and a taste of the insights you’ll find inside the ebook:

The formula for building a loyal audience looks like this:
– Identify your sweet spot
– Find your content tilt
– Build your base
– Harvest your audience
– Diversify
– Monetize (Tweet this)
Joe Pulizzi, @JoePulizzi

Founder, Content Marketing Institute, Co-Founder, The Orange Effect Foundation

“Today’s clients and colleagues have an eight second attention span. Eight seconds. To break through the noise, you must communicate with more power, clarity and impact.” (Tweet this)
Debra Jasper @DebraJasper

Founder & CEO, Mindset Digital

“Expand your Web reach and diversify your business by targeting an international audience, but avoid launching in too many markets, choosing the wrong web structure or not effectively localizing.” (Tweet this)

Aleyda Solis @aleyda

International SEO Consultant & Founder, Orainti

“By building internal credibility, activating customers, creating a content collaboration ecosystem and working with influencers, Marketing can improve credibility, influence and trust.” (Tweet this)
Lee Odden @leeodden

CEO, TopRank Marketing

“When it comes to optimizing the customer experience, design for conversation from the start. Remember, the most important thing for the user is convenience.” (Tweet this)

Purna Virji @purnavirji

Sr. Manager, Global Engagement at Microsoft

“Want a higher conversion rate and customer loyalty? Make it easier to do business with you. Reducing friction in every interaction is the path to getting and keeping more customers.” (Tweet this)

Roger Dooley @rogerdooley

Founder, Dooley Direct

“To be successful in SEO we must adapt to and embrace the evolving search engine landscape in both the SERPS and in our organizations.” (Tweet this)

Bill Hunt @BillHunt

President, Back Azimuth Consulting

“Is SEO dead? Whole new worlds of challenges and opportunities exist for SEO because of Google’s 2018 algorithm changes, mobile dominance, speed, and voice.” (Tweet this)

Eric Enge @stonetemple

General Manager, Perficient Digital

“To stay at the top of the SERPs you need an SEO diet of analytics for crucial data, structure fixes, content optimization, link building and tools to gauge results.” (Tweet this)

Joe Laratro @jlaratro

President, Tandem Interactive

“Customers want experiences that are more about them and their needs. To increase customer retention, marketers can use date to deliver on more personal experiences.” (Tweet this)

Scott Monty @scottmonty

Principal, Scott Monty Strategies

To see the full text of our experts’ advice, check out the full ebook below. You’ll also find the details of when, where and what their keynote and main stage presentations will be about.

Besides me, TopRank Marketing will have several team members attending and liveblogging at the Pubcon Pro conference including our agency social content manager, Lane Ellis and senior account manager, Tiffani Allen. You can follow them at @lanerellis and @tiffani_allen as well as our agency tweets during the event at @toprank.

We hope to see you there!

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