Marketing Throwback Thursday

8 Tactics You Should Leave in the Past

#marketingTBT

Your Presenters

Alicia Halevice president of digital

marketing

eMagine

@aliciahalevp

Karo Kilfeather content marketing lead

Crescendo Content

Marketing

@aspiringkaro

#marketingTBT

Agenda

1. What’s changed in marketing?2. 8 outdated marketing tactics & what to use

instead3. Marketing no-no speed round4. Q & A

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How marketing has changed

● The customer is in charge—you have to know and cater to your ideal audience

● People expect relevant, personalized experiences and content

● Interacting with tech is part of people’s lifestyles, not just their work days

#marketingTBT

1. Over-doing Social Media

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● Nearly 2B users● Usage changes quickly● Time-consuming● Content-hungryTry This:● Use Google Analytics to

find traffic sources● Test & experiment● Leverage main functions

2. Monthly Newsletters

● Emails used to be novel● Now there’s too many● 41% of opens happen on mobile● Don’t send just to send

Try this:● Campaigns that offer something of value● Mobile-ready email templates● Strong calls to action

#marketingTBT

3. Using Flash

● Not Google-friendly● Distracting● Poor user experienceTry this:● Remove Flash elements● If you want movement, turn display ads into

gifs ● Build website in an SEO-friendlier CMS

#marketingTBT

4. Over-optimizing

● Old days: meta-keywords, keyword stuffing● Updates like Panda and Hummingbird have made

Google a better listener● Thin content stuffed with keywords is out

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Try This:● Know your keywords, but take it

easy● Create valuable, relevant, helpful

content written for people● Publish regularly

5. Cold-calling Without Content

● Buyer had no power● Sales beat them down● Now plentiful info puts

customer incharge

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Try this:● Nurturing campaigns● Customer-oriented content● Offer before asking

6. Ignoring Mobile

● We used to build the web for desktops

● Mobile web usage has overtaken desktop usage

● Mobile friendliness is now a ranking factor

Try this:● Responsive, mobile-first

design● Snackable content

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7. Worrying too much about traffic...● All traffic is not created equal● Quality traffic = better conversionsTry this:● Track conversions● Improve content strategy, quality, optimization

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8. Bad Backlinks

● Buying backlinks● Link Farms● Multi-tiered linking

strategies● Penguin algorithm

updateTry this:● Earn links through

quality content, online networking

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Speed Round! What’s out?Hashtags on LinkedIn. Making keywords the same color as the background of a website (hidden keywords). Using the meta keywords tag. Fake reviews. Stealing people’s content. Commenting on Wordpress posts in order to gain a backlink. Scanning PDFs to put on your website. Worrying about RSS subscribers. Playing music when a website loads. Splash pages.

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Speed round! What’s in?● Content marketing● Thought leadership● Helping and

delighting your audience

● Earned links● Smarter

measurement● Remarketing● Social Advertising

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Questions? Comments?

www.crescendocontent.com@crescendoCM

www.emagine.com@emagineUSA

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