Key Takeaways from Inbound Marketing Summit San Francisco

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Modern Marketing
Social Influencer Marketing


Jun.20.12

What a congruous name for a digital conference with social marketing highlights! A room full of digital marketing experts who tried to figure out how to integrate customer data across different platforms and create valuable customer experience in the just concluded Inbound Marketing Summit conference held at the historic and gorgeous Fort Mason in San Francisco on June 12th and 13th. The conference was organized by the Pulse network . ReadyPulse was excited to be there with full force to exhibit, learn, and meet the digital marketing experts from a wide variety of companies, service providers, and bloggers.

Top 5 reasons to attend the Summit

  1. Meet  marketers. Learn how they could leverage their social media presence.
  2. Find new ways to market your product. People won’t buy from you if they won’t find an answer to the question: “What’s in it for me?”
  3. Meet and communicate  with marketing evangelists. These experts understand the power of the tech industry, products they build, content they create and share on social networks and changes they can make in the market. They are ready to discuss and share their perspectives on technology, marketing, mobile and social media without losing enthusiasm for hours together. They make you excited by being in the same room with you and start to think how you can make changes yourself.
  4. Every day is an opportunity to discover something new. One the most inspiring panel discussions on day 1 was on agile marketing concepts – “the process for managing change in Inbound Marketing – Agile, Learn and Real-time”. Jim Ewel, principal of Agile Marketing guided the discussion about changes happening in the marketing and the difference between agile and traditional marketing. Agile marketing is associated with ongoing change in your marketing strategy, adopting low cost outsourcing platforms to increase efficiency of the product. Investment decisions are supported by the analytics. Brand is positioned based on the customer experience satisfaction and conversion rates. All companies will face these types of changes in the near future. The time to adopt agile marketing is now!  You may want to join the Facebook group for agile marketing .
  5. Brand Advocacy was a hot topic in the 2nd day of panel discussion IMS Expert Panel – Fan Marketing on Facebook and Beyond”. Every brand has advocates and most often marketers tend to ignore them in search of new followers/fans. ReadyPulse CEO shared his perspectives on brand advocacy and brand advocates by stressing the fact that marketers need to emphasize quality over quantity. As an example he spoke of one of the customers of ReadyPulse who has a small but very committed Facebook community and the brand is making special efforts to cultivate that relationship and leveraging the user generated content to drive traffic and conversions on the e-commerce web site. The experts differed on the definition of brand advocate as one panelist has maintained a view that community is not needed, clearly a contrarian view considering the emphasis on building and maintain communities on social networks. A key angle of a brand advocate is the natural advocacy that is done without monetary incentives.

Main takeaways from IMS summit

  • Educate your user online and offline.  The content you produce should be authentic and provide value to your customers. Don’t expect user to visit the website and buy the products offered right away. Most of the users come to your website for information and literally don’t know what do they want. Your content should tell them: what problems do they have; whether the solutions exist; what is the value of your product and how it could help them to solve their problems. You should be clear what you want to achieve by providing certain type of content.
  • Make a story. Try to make customer path on your website as simple as possible. More than 5 action steps in checkout process might cause a visitor to leave and lead to high  bounce rate. Create mobile compatibility version of the website or an application, thus users will be able to access information they need on the go.
  • Track, measure and analyze. If you want to build an advocacy program, you need to understand algorithms of finding influencers. Consider where you can find the influencers online. The most important KPIs to track: number of actions you generate and number of impressions. Before launching a campaign you should think about how viral the message is and what is the overall score of audience engagement that is how users are engaged with your product.

Written By

Lauren Gould, Product Marketing Manager with ReadyPulse.