There is an event we attend faithfully every year, and that is PRO MARKETING DAY.
Many agencies and marketing directors from small, medium, and large companies gather once a year to attend conferences where they learn new tools, new trends, and new perspectives on various aspects of online marketing: social media, email marketing, SEM, SEO, web security, among many others.
[poll id=”10″]This year, both the agenda and the speakers focused heavily on influencers and the collaborations brands carry out with them.
A delicate bubble due to the – still – lack of clear regulations when establishing a contract between the parties (agency or client) and the influencer. In the U.S., there was an uproar when news emerged that they must pay taxes on gifts received in exchange for posts. And here in Spain, we’ve experienced something similar, ensuring that collaborations are made through contracts.
But there were many presentations and many ideas floated. Without a doubt, I would highlight this summary as my “12 conclusions from PRO MARKETING DAY”:
SEO Conclusions
“SEO doesn’t change overnight; it evolves gradually…”
L. Villanueva
1- Traditional SEO still works
Pro Marketing Day couldn’t have started better. Luis Villanueva is always a guarantee of learning.
He made it very clear… doing very complex things is fine, and we must stay attentive to Google’s updates. But in trying that… do we forget the basics? Impeccable website structure, titles, meta descriptions, H1-H2 tags, bolds, links, keywords, social media support, etc., etc.
All of that still works! Since many companies don’t do this… “just” doing it already gives you a big advantage.
2- Focus efforts on what really matters
Within a website, there are always key sections to achieve company objectives and others that, while not irrelevant, are less important.
Links should only go to what matters or be marked as “no follow.” Helping Google with this is even better.
3 – Important content should be close to the homepage
The more clicks required from the homepage or a landing page to reach important content, the worse.
Google subtracts 15% importance each time it has to jump from one page to another. Therefore… avoid overly complicated website structures.
4 – Structure your blog well
Which article on your blog generates the most sales or gets the most visits? If it’s one from 2016 and your blog is organized chronologically, it loses visibility for both the user and Google because it takes many clicks to reach it.
5 – Explanations of terms generate many searches
We all search on Google what certain concepts mean. If you work in a very technical field, a very good idea is to create a glossary of terms. It requires significant effort, but Google will value it highly.
Social Media Conclusions
1 – Keys to success on YouTube / any social network
- The importance of Branding → Work on personal brand.
- Spontaneity
- Originality
- And always… lots of enthusiasm!
A cocktail of all this plus measure, measure, and measure to see if you are successful. And of course, be consistent in working on content and don’t despair if results aren’t immediate.
2 – Visual language is the most important
Only about 10% of text in posts is retained. Is the image or video you’re posting truly impactful? Be imaginative to make your posts stand out in the ocean of content.
3 – Work with influencers professionally
It doesn’t matter if they are famous or not. Some influencers are not widely known but have influence in their niche and generate conversions. Therefore, carefully choose who represents you based on your target audience and plan according to your budget.
And always with a contract specifying everything! Most are freelancers, so you need to make it worthwhile for them to collaborate. Set timelines, actions, guidelines, and calls to action.
Then… let them do their work. Imposing won’t work because their audience won’t believe a message that feels unnatural.
4 – Take advantage of opportunities
If brands leave Facebook, why not invest more in advertising? It will be cheaper! Less competition, greater reach, and a higher chance of finding your target audience.
Online Marketing Tools Conclusions
1 – Data Studio, a great innovation Google provides to help us
It is undoubtedly one of the major trends in digital marketing analytics that we are also implementing at Dos Setenta.
It is a tool where we can centralize all web visits, conversions, social media, email marketing, online store data, etc. Increasingly complete and visual. For now, it integrates Google-friendly tools, but with some tricks, others can also be included.
2 – Deliver outstanding marketing
Bruno shared keys for the future and, in a way, made us responsible (employees and entrepreneurs) for ensuring online marketing continues growing:
- Give more of yourself. How can you improve?
- Don’t rely on trends
- Trust young people
- Choose the type of marketing that works best for you
- Brands or companies should be proud of their history
Creativity in Online Marketing Conclusions
1 – In this field, you must be different
I conclude this article emphasizing this idea. No matter how often it is mentioned, we see that when a brand stands out for doing something, others follow the same strategy. I’ll highlight one of the many quotes mentioned by Alex Sowick.
“Your identity is your most valuable asset. Protect it at all costs”
Los Increíbles
This idea was also mentioned by YouTuber Yaiza RedLights. Much of their success is based on communicating effectively, whether through visual effects or expressing their message clearly.
What makes you different? Is there something the audience hasn’t seen yet that you can do differently? The internet is saturated, and you need to stand out through differentiation.
Many more topics were discussed, but this summary captures the essence. At Dos Setenta, we align closely with all these insights, but attending the event is always valuable to learn, refresh, and share with other industry professionals the latest developments we work on daily.
