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Day 2 of MozCon delivered a plethora of awesomeness for the inbound marketing world to enjoy. Below is our roundup of the highlights, valuable points of note and actionable tips from the second day of this outstanding conference. If you haven’t already done so catch up with Day 1 of MozCon 2013 so you don’t miss out!

Building a Winning Video Marketing Strategy

by Phil Nottingham (@philnottingham); SlideShare: download

  • As the video ad market increased 46% in 2012, there is huge potential and opportunity to use video marketing to create some great content and feed this out through an increasingly popular channel
  • Only use video when the message would be lost by any other medium. For example the ‘Will It Blend?’ videos would make a bad blog post, but cracking videos
  • Convert viewers into customers: a user who watches a video on AppliancesOnline is twice as likely to convert!
  • Include transcriptions in the HTML: it’s valuable for users and provides unique/relevant text for product pages
  • Transcribe all videos: Speechpad is recommended as a great service for transcription
  • Use a secured paid hosting service such as Wistia to ensure the video snippet. Kurtz and Blum saw a 14% increase in organic traffic month/month just from a rich video snippet
  • Don’t use YouTube for conversion videos. If you do, you’ll drive traffic to YouTube as YouTube will rank for them, not your site. Use YouTube for brand awareness videos

“Did you know that the largest video ranking factor on YouTube is engagement, not views?”

  • Create stories, as brand awareness videos are all about stories. YouTube is also great for purely informational content. @REI is great at this
  • Make sure that all your YouTube videos are great quality, and then the rankings of all of them will be lifted
  • Did you know that the largest video ranking factor on YouTube is engagement, not views so use video as part of a creative page type, like interactive/mixed media pieces
  • Create video as link bait – create a video people will want to embed. That’s different from “viral content”
  • Use video for creating video infographics… a creative way of making data even sexier
  • Once you securely host and do some outreach for links, put it on YouTube
  • Interview customers to increase retention and provide good content
  • Interview authorities in your niche – they’ll probably link to the video
  • Use the YouTube API to curate a YouTube playlist just on your website
  • It’s hard to do something for conversions, brand awareness AND links/shares. Content will best support a goal when it’s created with that goal in mind. Re-cut and re-edit your existing video with each goal in mind – 3 for the price of 1!
  • Create video as video news releases: a powerful way to put great content under the radar of news and televisions outlets
  • If you have a bigger budget do link bait, do creative videos and advertise your content, not your products, on YouTube
  • If you have no budget available then use VineInstagram Video, or G+ Hangout On Air as these can provide a creative solution
  • Pitch to go slower to create better content

The Next Generation of Mozscape

by Phil Smith (@philhsmith); SlideShare: download

  • Get your geek on with this presentation about how Mozscape includes 9 billion links! However the need for a bigger, faster, data index remains. Moz’s work is never over
  • It’s currently a batch process that takes about 2 weeks to complete but Moz are shooting for a complete “update” every couple of days/week. No more releases – it’s just always there
  • The next stage is predictive modelling! With enough power and fresh data, you can not only report the present but predict the future


How to Moz Lingo: Cross-Team Communication When Crisis Hits

by Carin Overturf (@carin_overturf); SlideShare: download

  • Be aware of your tone in emails as sarcasm doesn’t translate well in the written form and it’s remarkably easy to cause unintentional offence. Keep your emails to one topic, it helps people prioritise tasks and if you use your subject line as your headline in emails people can quickly assess what they have to deal with
  • Develop a culture of transparency so you can remove the fear of blame and shift focus onto what needs to be done
  • Clear, concise email communication is important in an emergency. Have a clear actionable item format for readability and put your conclusion first in crisis communication. Keep it to 2-3 sentences then people can see it in email preview mode
  • Set realistic expectations, internally and externally! Your customers will handle bad news better if you’re honest
  • Avoid overly optimistic deadlines when communicating to your customers. Don’t give them false hope – it’s a bad experience. [Strategy tip: Under promising and over delivering is a good default approach]
  • Make sure you communicate all the time as communication is everything. It’s human to miss deadlines but if you don’t communicate, that makes you lame
  • Take the time to follow up on crises with a post-mortem. Don’t place blame – use it as a learning tool
  • Make sure your post-mortems are actionable and educational. Use “we” when talking about failure. Publicly praise team members for success

Empower Your Customers to Become Your Evangelists

by Aaron Wheeler (@aaron_wheeler); SlideShare: download

    • There are 3 keys to customer service: 1.) make an emotional connection 2.) make everything public 3.) make everything easy
    • Make your customers feel valued, its important, and even more important is to share with them that they’re awesome. Customer service is establishing a connection and making people feel good. Add marketing by making it public!
    • Encourage customers to share their good vibes as this helps you build links, increase retention, build community and build your brand! Customers obtained through referrals are 18% more loyal and 16% more valuable. Customers who refer are valuable
    • Deliver great customer service. 70% of people will spend more because of a history of good customer service. They want to rely on your relationship
    • Listen to your customers and let them know they’ve been heard, this is one of *the* best ways to build community

“Listen to your customers and let them know they’ve been heard, this is one of *the* best ways to build community.”

  • Create great “Help!” content. It’s effective as your help content will rank well for help-related queries about your products – that adds a ton of value. Build a Help content strategy alongside your regular content strategy. Use internal search to see where people have problems and ask your customer service team what questions they get asked regularly
  • Save time by letting your Customer Service team get a hand in to create Help content – create a simple text editor for them to do it
  • Let customers help create Help content: enable commenting on product pages to let users answer each others’ questions. If you can’t enable commenting, you could try forum tools likeGetSatisfaction
  • Evaluate your performance: look at internal AND external searches. Are people finding the help they need? Ask why do users interact with brands? To say thank you, to be part of a club or to share our expertise
  • In your customer service emails, include a link to encourage people to share their positive experiences


Engineer Your Life: Agile for Work and Play

by Miranda Rensch (@mrensch); SlideShare: download

  • Understand that Agile is: focusing on individuals, interactions, customers and responding to change quickly
  • Commit to things in small increments and adapt along the way to small, regular goals
  • Use sprints. Agile is a series of sprints and sprints are the increment of time in which you’re going to commit to a set number of tasks
  • Define the mission and visioning in Week 0 of your sprint,  i.e. what do you want to do? Why? How should people feel when you’re done? For example: if your personal goal is to lose weight try to define the specific feelings you will get when you achieve your goal
  • Find what you’re focusing on for the next sprint then define specific metrics and timelines with deadlines
  • Do the stuff you’ve set out to do through tactics and tasks, i.e. “the fun stuff”. Brainstorm, ask everyone for their input and really take the time necessary to do all the research
  • Pick out your goals and put them in your mission board. Include “measure impact” as a task.
  • Then lather, rinse and repeat!
  • Check out this Google Doc on Agile and work smarter


Let’s Play for Keeps: Building Customer Loyalty

by Joanna Lord (@JoannaLord); SlideShare: download

  • This is all about finding ways to say ‘thank you’ to your customers as that builds customer loyalty.
  • Aim for the highest level of loyalty: at the bottom end is ‘no Loyalty’ which is self describing, the next level is ‘inertia’ which is low level brand attachment, next is ‘latent loyalty’ which is a group who spend more but buy less often and the third and best kind is ‘premium’ which is high brand attachment with a high repeat purchase pattern. Customers are proud purchasing from you (eg. pretty much all Apple customers)
  • Make your super loyal customers happy and continue to do so: they are the ones that will build your community
  • Start by telling your story, all about the why of your existence as a business, Coca Cola do this brilliantly
  • Ask your customers what they want, they will always tell you if you survey them. A good example of this is Seattle’s Cupcake Royale
  • Take the online relationship offline. Send “thank you” goods to your most loyal customers
  • Curate great content that your customers would appreciate. It saves time, adds value and builds community. Check out Glamour Magazine on G+
  • Deliver on promises and do what you said you were going to do, check out Lowe’s vine strategy.
  • Be consistent and stay front of mind with frequent touch points. Check
  • Think about how you can make your brand loyal to the customer and create ‘reciprocal loyalty’ by focusing on the customer. The customer is loyal to a brand/product and the brand is loyal to the customer
  • Create and measure KPIs for brand loyalty so you know you are doing it right. Get started with KPIs such as: lifetime value, % of customer retention and % of customer attrition

eCommerce SEO: Cutting Edge Tactics That Scale

by Adam Audette (@audette)

  • Don’t chase the algorithms, chase people. Now successful SEO is about creating experiences worth sharing. Links are not the purpose, they are the consequence
  • Create buying personas, create content for them, use terms and words that would be compelling for them and build on this. It’s not as simple as selecting keywords and where to place them
  • Stay technical. Technical SEO is more important now than ever as its very dependable
  • Mobile accounts for 25% of organic traffic. Tablets drive more traffic than smartphones to eCommerce sites so the experience you create must be everywhere, across all devices
  • Pay attention to duplications and indexing loops as every site has finite crawl resources
  • You shouldn’t fix every server error ever but make sure that when they spike that you’re on it. Speed matters
  • Use value and brand loyalty to build your community and raise follower count. Remember numbers aren’t everything


Building Your Business: Relationship and Other Critical “Soft” Skills

by Brittan Bright (@BrittanBright); SlideShare: download

“Learn how to translate complex concepts into plain English, it’s an essential business skill.”

  • Learn about communication, these are essential skills that we need to master because people are unavoidable. We forget that people are “emotions” and emotions play a lot in life. If nobody understands/cares what you’re talking about, you won’t succeed. Communication skills involve empathy, emotional and social intelligence, self-awareness and confidence. Use them
  • Learn how to translate complex concepts into plain English, it’s an essential business skill
  • Understand the typical barriers to success which are: miscommunication, fear, avoidance, resentment, lack of understanding, insecurity and lack of empathy, so you can remove them
  • Experiment with different kinds of communication to get the desired effect. This can be applied to your content strategy too


Win Through Optimization and Testing

by Kyle Rush (@kylerush); SlideShare: download

  • Do usability testing on your site. You need to observe your users using your product or you don’t really know how it’s used. You’re not the user
  • Identify your goals. Not just conversions but micro goals like error rate, email signup, etc. Create experiments to test your hypotheses and run the same experiment several times
  • Prioritize with ROI. Experiment with big ROI-changers and don’t make complicated changes for small gains. Record your results! Don’t repeat work because you didn’t properly record that you did and what happened…
  • Experiment with your copy, one copy change got @kylerush a 21% lift in conversions, copy is by far the simplest experiment. Images are also quite simple to test. One image test gave @kylerush a 19% lift in conversion rate
  • Test for performance: even a 100ms reduction in page load time can improve conversions. Throwing out legacy code and writing their own got @kylerush a 63% reduction in page weight and a 52% reduction in HTTP requests
  • Simplify your forms and reduce barriers to entry can increase conversions on an already optimized page
  • Always have a test running! If you have traffic and you’re not testing it, that’s wasted learning potential but don’t be afraid to fail, only about 20% of @kylerush’s experiments raised the conversion rate
  • Try testing tools such as Optimizely or Visual Website Optimiser


How Gender and Cultural Differences in Web Psychology Affect the Customer Experience

by Nathalie Nahai (@TheWebPsych); SlideShare: download

  • Understand the 3 secrets to online success: know who you’re targeting, communicate persuasively and sell with integrity
  • Understand that culture is the collective mental programming of the human mind which distinguishes one group of people from another. Culture is important to online marketing because different cultural groups employ different usage strategies using the same interface. But culture is more than language. It impacts body language, social contexts, symbols and aesthetics
  • Offer either 3 options or 5 options to people, these are their preferences. Any more than 7 options is overwhelming
  • Understand Individualism vs Collectivism. Do you define your self-image in terms of “I” or “we”? For example for collectivist cultures: “we” not “me”. You need to respect traditions, be careful with images, respect wisdom and privacy. Individualistic cultures like the US express bigger gender differences than highly collectivist ones
  • Consider gender issues: generally, men really like review sites. Starting at age 7! Men also like videos and games. Men are less concerned with privacy online and are happy to part with their personal information. Women are highly social, interested in communicating. Women respond more to colour, and to clean, uncluttered sites
  • Apply scientific rigour to your design. Start from a foundation of psychographic research for the best results. Be culture and gender sensitive. Research your audience, test your hypotheses and analyse the results
  • If you’re going for a global audience, you have to be culture and gender-sensitive. Research every culture, including your own

Breaking Up with Your Keyword-Based KPIs

by Annie Cushing (@AnnieCushing)

  • ‘Not provided’ covers about 52% of web users worldwide. This is made up of the 17% of users who use Firefox (where all searches are encrypted) and 35% who use Chrome
  • Now there’s a NEW thief of keyword data! Google Local Carousel searches also strip out keywords. Clicking a Carousel result for a business takes you to a new SERP for that business’ name. That’s the keyword being passed through
  • Mark 18th June 2013 in your Google Analytics annotations – that’s the day Carousel launched
  • We’re going to lose keyword trending data from Analytics and separating out branded and non-branded traffic is also going. Unfortunately the data you’re left with after (not provided) is not a representative sample
  • Use GA custom reports to extract as much information as you can to work with
  • Look at WMT keyword data its good for comparative analysis, less so for exact numbers


End-to-End Local Optimization

by David Mihm (@davidmihm)

  • 1 in 3 searches has local intent on desktop. This is higher on mobile, which is exploding
  • Local search has evolved from from the 7pack to Carousel to Glass (future). Mobile and Entity, that’s now
  • Pay attention to your quality and authority signals as they pay a really big role in local rankings
  • You need to establish a 3 way connection between your website, your location and your brand
  • Have a unique page for every physical store location, it’s HUGE for local search
  • Offer a great experience in the store location page. And make it unique about the location
  • Build local content at scale: start with your managers, leverage customers and technology. Every store/location manager should be able to write his/her own 200-character description for their store. Prompt store managers by having them answer the 10 most commonly asked questions they get at the store
  • Pull in an Open Graph photo feed from Facebook in your CMS – it injects personality and unique content
  • Ask locals to come in for interviews and publish it on location pages
  • Host events at your business and acquire citations from the people organising your event


Next Level Local Tactics: Making Your SEO Stand Out

by Dana DiTomaso (@danaditomaso); SlideShare: download

  • Understand the local conversation to give your small business a bigger voice. You need to stand for something so understand what people want in order to build a brand they want. Eavesdrop, get out of the office and listen to people
  • Listen to the phone calls. Read the emails. Talk to people. Find out what they’re all about. It’s all about people
  • You are preaching to the choir if you are only talking to your fans on social and no one else. People always know when you’re faking it. Make social interactions authentic
  • Learn how to tell stories in the length of 70 characters (that’s the length of an AdWords ad – or half a tweet). Take the stories and turn them into AdWords. That shows personality and increases click-through
  • Be forward-thinking: if you’re marketing about pregnancy, re-target for new mums later


Cater to Your Audience via UX

by Allison Urban (@allisonurban); SlideShare: download

  • Think of customers as people; when we do this we want to delight, it’s not just about making sales, everything changes. Great UX creates happy customers. UX is a key difference in digital marketing success. That’s why small businesses can beat big brands
  • Humans need purpose, connection and safety. They spend so much time on technology. It needs to be usable, pleasurable and meaningful. Your product/service should make people feel like they’re not going to be hit on the head and killed
  • How can make our site usable. UX is the way… seems obvious but it’s not. A good example of great useful UX is Simple. Their entire brand experience is about trust. That’s a great UX
  • Making small changes can make a huge difference on user experience. Remember that when people are trying to accomplish something they don’t read your site; they scan it
  • Create a beautiful experience: research has shown that when you perceive something as beautiful it builds more trust and conveys a stronger message. What seems strong to one person may seem pushy to others. Think of different scenarios and designs for them where you can
  • Don’t be the same as your competitors. What makes your brand the better choice?
  • Emotionally charged events last longer in our memories. People remember being happy but also remember the information better
  • Success pages are a great place to do something fun because they don’t interrupt the task
  • Think long term when we want to create customers who are brand evangelists. People want to be a part of something that is bigger than themselves
  • Make your product meaningful: celebrate milestones, reward achievements and say thank you


Living in the Future of User Behavior

by Will Critchlow (@willcritchlow); SlideShare: download

  • Market to users who are in control of what they consume. Be wanted – or they’ll go elsewhere. Owning your audience is increasingly valuable. Audiences are more fragmented because they’re not following us, they’re following curators
  • Stop thinking about mobile devices! Start asking if you’re ready for always-connected customers, the experience needs to be everywhere. We don’t use mobile just because we have to – 77% of mobile searches are done in locations with a PC available
  • We choose to be signed in everywhere – in part because it’s easier and easier (plus harder NOT to be). Chrome sync is just the beginning – @willcritchlow predicts we’ll soon see cookie sync. The physical device is becoming irrelevant – there’s no connection to the actual device any more
  • Unified alerts are going to be important. Our devices will work for us more because they’re designed for humans. People are using mobile to help themselves. You need to play nice with that tech for them

“Google is trying to make meaning out of the mess of the web.”

  • Google is so good that the query “that movie where the two guys drink wine” returns a result for Sideways
  • We expect robots to not just index the web, but understand it. Context is being added to our queries. Google’s trying to understand the implicit query. What’s the problem you’re trying to solve with your query?
  • Be machine-readable, not only on our own sites, but on trust factors as well. The future is less about penalty; it’s about visibility. Not ranking loss, but findability loss
  • Concepts that look like they’re enhancing link data (like citations, author, trusted links) makes meaning out of the web. Google is trying to make meaning out of the mess of the web. The way our industry builds dominant businesses is helping our clients earn attention and build real audiences

Many thanks and appreciation for live tweeters especially @mackfogelson@gfiorelli1 @ruthburr and@Mike_Arnesen. Images courtesy of Thos Ballantyne and Mike Arnesen.

SEO is a marathon, not a sprint… something that we believe during all of our work. The same is true for the roundups of each day of MozCon! Catch up with Day 3 of MozCon.

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