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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 What’s changed in marketing?2. 8 outdated marketing tactics & what to use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
#marketingTBT
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
#marketingTBT
● 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
#marketingTBT
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
#marketingTBT
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
#marketingTBT
7. Worrying too much about traffic...● All traffic is not created equal● Quality traffic = better conversionsTry this:● Track conversions● Improve content strategy, quality, optimization
#marketingTBT
8. Bad Backlinks
● Buying backlinks● Link Farms● Multi-tiered linking
strategies● Penguin algorithm
updateTry this:● Earn links through
quality content, online networking
#marketingTBT
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.
#marketingTBT
Speed round! What’s in?● Content marketing● Thought leadership● Helping and
delighting your audience
● Earned links● Smarter
measurement● Remarketing● Social Advertising
#marketingTBT