SearchFest 2014 Recap – “Customer Loyalty Has Become a Key Goal in Every Marketing Campaign” – Joanna Lord Opening Keynote

| March 14, 2014

SearchFest kicked off with a bang, inspiring marketers to think of consumers differently.

Opening keynote Joanna Lord from BigDoor Media

Opening keynote speaker, Joanna Lord, shared that 73% of global business executives say consumer behavior has changed significantly over the last three years. The same percentage admits they do not fully understand the consumer changes that are underway.

What’s more, 8 out of 10 global business leaders believe their companies are not taking full advantage of this opportunity. So what does that mean?

Nimble marketers who focus on loyalty and personalization to market WITH the consumer have a huge opportunity to lead the way.

“Customer loyalty has become a key goal in every marketing campaign,” Lord shared.

Lord’s presentation was just the beginning of an action-packed SearchFest 2014. By the numbers, 475 attendees learned from 32 industry leaders at 16 different sessions that followed 4 tracks: Old School, New School, Social; PPC and Deep Dive.

The event took over the Governor Hotel as attendees shifted from room to room, learning, networking and asking questions to speakers from Moz, SalesForce, AimClear, Ethology and more.

Some key takeaways TMMPDX learned from the sessions:

21 Biggest Adwords mistakes with Mona Elliseily of Page Zero Media.

Understand your competition better. Use the following websites to see what keywords your competitors are using in their ads:

SEMrush.com
Quantcast.com
Compete.com
Spyfu.com

You can even see which campaigns are working best for your competitors by using:

Adbeat.com
Whatrunswhere.com
Mixrank.com

Additional resources: Check out more articles by Elesseily, especially “3 Simple Messaging Changes That Can Mean Big PPC Bucks” and more helpful articles at SearchEngineLand.


Using video to build your brand with Elise Ramsay from Wistia.

People care about people, not companies. Video can help your company share its human side. Don’t try to go viral because you don’t need to capture everyone, just the right people; YOUR target customers.

Do Be yourself. Embrace scrappy production. Don’t be afraid to take people behind the scenes, and embrace mistakes. This shows your human side, which is where video can really shine.

How to deal with “Not Provided” with Tim Resnik from Moz.

Tim Resnik from Moz

Keywords are dead but SEO is not. The real killer of the keyword-driven approach isn’t “not provided.” It’s Google increasing its devotion to relationships between topics and entities on the web. In other words, content from a trusted source can rank results for related keywords without specifically targeting them.

What this means for SEO is that we need to shift our focus from getting traffic from keywords to getting traffic to pages and focus on building topic authority, rather than just targeting keywords.

Closing Keynote with Jeremy Shoemaker of ShoeMoney Media Group

Jeremy Schoemaker of Shoemoney

Shoemaker wrapped up the day with tips for “people acquisition and retention.”

The problem, according to Shoemaker, is that only about 5% of people that PPC campaigns drive to websites actually convert. If PPC is a significant portion of your traffic, that’s like burning money. You aren’t building relationships with these lost customers.

His solution: Offer to email them something of value that encourages them to come back to your site. You get their email address and they get a special offer. From there, you can learn more about the customer and build the relationship through e-mail marketing.

Shoemaker emphasized the importance of the human interaction and relationship building through marketing. This drove home the theme that ran throughout the day. Whether your focus is SEO, Mobile, visual web or PPC, providing value for your customers and building loyalty through your marketing always wins the day.

Jessica Chang and Amber Young

Check out #SearchFest to recap some Twitter happenings during the conference.

Tell us your key takeaways from the conference in the comments below.

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Category: Digital Marketing, Marketing Events, Portland Marketing Events, TMMPDX

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SearchFest kicked off with a bang, inspiring marketers to think of consumers differently.

Opening keynote Joanna Lord from BigDoor Media

Opening keynote speaker, Joanna Lord, shared that 73% of global business executives say consumer behavior has changed significantly over the last three years. The same percentage admits they do not fully understand the consumer changes that are underway.

What’s more, 8 out of 10 global business leaders believe their companies are not taking full advantage of this opportunity. So what does that mean?

Nimble marketers who focus on loyalty and personalization to market WITH the consumer have a huge opportunity to lead the way.

“Customer loyalty has become a key goal in every marketing campaign,” Lord shared.

Lord’s presentation was just the beginning of an action-packed SearchFest 2014. By the numbers, 475 attendees learned from 32 industry leaders at 16 different sessions that followed 4 tracks: Old School, New School, Social; PPC and Deep Dive.

The event took over the Governor Hotel as attendees shifted from room to room, learning, networking and asking questions to speakers from Moz, SalesForce, AimClear, Ethology and more.

Some key takeaways TMMPDX learned from the sessions:

21 Biggest Adwords mistakes with Mona Elliseily of Page Zero Media.

Understand your competition better. Use the following websites to see what keywords your competitors are using in their ads:

SEMrush.com
Quantcast.com
Compete.com
Spyfu.com

You can even see which campaigns are working best for your competitors by using:

Adbeat.com
Whatrunswhere.com
Mixrank.com

Additional resources: Check out more articles by Elesseily, especially “3 Simple Messaging Changes That Can Mean Big PPC Bucks” and more helpful articles at SearchEngineLand.


Using video to build your brand with Elise Ramsay from Wistia.

People care about people, not companies. Video can help your company share its human side. Don’t try to go viral because you don’t need to capture everyone, just the right people; YOUR target customers.

Do Be yourself. Embrace scrappy production. Don’t be afraid to take people behind the scenes, and embrace mistakes. This shows your human side, which is where video can really shine.

How to deal with “Not Provided” with Tim Resnik from Moz.

Tim Resnik from Moz

Keywords are dead but SEO is not. The real killer of the keyword-driven approach isn’t “not provided.” It’s Google increasing its devotion to relationships between topics and entities on the web. In other words, content from a trusted source can rank results for related keywords without specifically targeting them.

What this means for SEO is that we need to shift our focus from getting traffic from keywords to getting traffic to pages and focus on building topic authority, rather than just targeting keywords.

Closing Keynote with Jeremy Shoemaker of ShoeMoney Media Group

Jeremy Schoemaker of Shoemoney

Shoemaker wrapped up the day with tips for “people acquisition and retention.”

The problem, according to Shoemaker, is that only about 5% of people that PPC campaigns drive to websites actually convert. If PPC is a significant portion of your traffic, that’s like burning money. You aren’t building relationships with these lost customers.

His solution: Offer to email them something of value that encourages them to come back to your site. You get their email address and they get a special offer. From there, you can learn more about the customer and build the relationship through e-mail marketing.

Shoemaker emphasized the importance of the human interaction and relationship building through marketing. This drove home the theme that ran throughout the day. Whether your focus is SEO, Mobile, visual web or PPC, providing value for your customers and building loyalty through your marketing always wins the day.

Jessica Chang and Amber Young

Check out #SearchFest to recap some Twitter happenings during the conference.

Tell us your key takeaways from the conference in the comments below.