Learn Inbound is a fantastic annual event held at the Aviva in Dublin, which covers the spectrum of digital marketing. It was great to attend an event that had as much love for email or research, as it did for SEO outreach.
We have to thank Mark for inviting us, as we learnt SO much that we’re now applying to our clients…. everyday’s a school day!
The two day track explored a wide spectrum of topics from international speakers – some we’d seen before and love, others were new to us… but gosh did they know their stuff! We also have to give a shout out to Andi from Eximo Marketing for his wonderful MC skills and terrible throwing skills….
Jill’s talk focused on the analogy of Google Analytics as a Mix Tape and how there’s a variety of different things we can do with Analytics… a lot of which people aren’t doing.
Jill delved into Goal and Event tracking (please set these up as a basic guys!), using Multi-Channel Funnels and Assisted Conversions to really show the value of marketing and also introduced many to Content Grouping. Content Grouping is effectively a way to segment your pages, allowing you to get a deeper understanding of their performance.
Combine those segments with Data Studio and you really are winning!
Els has such a fantastic viewpoint on user feedback and quality user research…. it starts with picking the right people to speak with and asking the right kind of questions.
It’s all too easy to fall into the trap of adding bias to your questions, that’s not going to get your quality responses.
This deck had Where’s Wally in it so we were sold…. but in all seriousness Ross has some awesome suggestson content research that go far beyond Adwords Keyword Planner and Answer The Public.
From use Quora’s ad platform, Q&A forums, to filtering sub-Reddits, your strategy should focus on Research, Rethink and Remix..
We’re leaving the dancing bacon here with no context, you need to check out Alexa’s slides to understand.
Alexa gave a fantastic framework for taking products to market, that’ll save you a lot of the bumps and questions along the way… it’s the framework they’ve successfully used themselves… so you know it’s good!
She also focused on product marketing and branding strategies that can really help you to stand out, without the need for big bucks….. a lot of it comes down to personality and personalisation.
Ross’s talk was a fantastic insight into what his team had done to achieve such top notch links within the last year. The most important aspects really are design and making your asset stronger than what already exists: this could be visual or as simple as doing a bigger and better guide.
Research the audience you’re targeting and understand what they enjoy – is it guides, statistics, humour, assets? Then build your campaign around this to ensure linking success.
There’s even more talks from the event below:
Joel Kettle – Case Study Buddy
Val Geisler – ValGeisler.com
Nadya Khoja – Venngage
Helen Pollitt – Avenue Digital
James Brockbank – Digitaloft
April Dunford – Ambient Strategy
Dennis Yu – BlitzMetrics
Irina Nica – HubSpot
David White – Edit
Shannon McGuirk – Aira
Jessica Best – Barkley
Elizabeth Knights-Ward – LinkedIn
Judith Lewis – DeCabbit Consultancy
Alan Coleman & Beth Quigley
Robin 100% wins the award for best slide of the event…. we love a pun.
More importantly though Robin wants us tot focus on the bigger picture and use widely-available data to compare territory-level brand awareness between our brand and competitors. This information can then be used with all our marketing channels to create an informed strategy rather than guesswork….. stopping you wanting to “turn back time”… too much?
We’ve heard Sam speak a few times now and every time we’re furiously taking notes – we fully credit him for helping us to understand Data Studio!
In this talk, Sam focused on the common problems we face in enterprise businesses and how to overcome them: from getting your audits implemented, to reporting and just how strong the competition is.
Using a sample to show the bigger picture can help to overcome resource; giving a hierarchy of tasks can make them seem more bitesize; dashboards are fantastic for reporting and being personable and focusing on your soft skills will help you get sign off quicker.