Get expert tips and insights straight from the experts’ mouths! In this infographic, top experts from 2017’s MozCon event offer tips and insights on their areas of expertise.

What are their recommendations, what advice do they have for the future? What mistakes do they see agencies making and what are actionable insights that’ll help your digital marketing presence soar?

You can find all that and more in the infographic below.

What is a common mistake you see brands making with their social strategies? The biggest problem I see is brands thinking they can get away with organic social reach and have a shot at reaching their audiences. Any social networks with feeds that are filtered nowadays are a pay-to-play opportunity unless your topic is inherently shareable or viral in nature. What that means is that when looking at social media as a content distribution channel, 100% of focus should be around getting those visitors off of the social network and onto the client's property, and converting them into an email subscriber, a customer, or getting them into a retargeting group where they can be marketed to and pulled down the sales funnel. What’s one big lesson you’ve learned this year? That top-of-funnel content marketing with broad distribution (hundreds of thousands or millions of unique people reached) can often generate enough conversions to pay for a campaign, despite that not being the original goal of the project. We've done this with companies that marketers often don't expect - like B2B firms marketing on Facebook. If the content is worth clicking on or sharing, and you have a reasonable promotion budget ($$$$ to $$,$$$), you can build way more brand exposure with a good content project launch on social than you can with other mass media advertising options. What are 3 traits you believe are necessary for a brand to achieve success in social? Aside from paying for distribution, committing to the right channels is important. There's not too many businesses that need to build an audience on every social network. If your company is struggling to keep up with everything, I'd recommend just doing 1 or 2 social channels really well.

Social Media with Kane Jamison

1. What’s one big lSEO lesson you’ve learned this year? Make more content is definitely not what it's all about. Make the content you have more relevant and useful to your audience; delight them; gain advocacy and both additional visitors and search engines will love you. But make sure you do it all with a clear and logical structure. Findability is key within any site. Don't just spray content for the sake of it. Create with a purpose to meet needs. 2. What is a common mistake you see digital marketing agencies making? Again, they make more content yet don't even bother to check what is already there and keep that up to do, or build upon what they already have. Instead they just make more 'meh' content when they could create truly great and continually strengthened killer pages. They also far too often neglect technical SEO at their peril. It's increasing in importance if anything and will continue to do so as search engines scale more for efficiency. 3. What one tip would you give marketers preparing for a mobile first world? Think about UX. Think about what the intent of the user is when on their mobile. On ecommerce sites for instance it's often more appropriate to use product schema than a gazillion words on the page as users mostly just want to view products. Page length to purpose is key and make good use of heuristics for both humans and search engines for the win.

SEO with Dawn Anderson

1. What’s one big lesson you’ve learned this year in digital marketing? The biggest lesson I have learned in digital marketing, and have seen too many new examples of this year, is that meeting your customers' needs and expectations first and foremost with a design they understand and can use is the most important, but often overlooked aspect of success online. Too often businesses become internally focused on their own ideas versus externally focused on what their customers actually want or need from them. With so many new technologies and design options on the market, it is so easy to get focused on making a design “pretty” or using the latest and greatest technologies or overdeveloping tools and functionality at the expense of users understanding. This lack of customer focus and feedback leads to a decline in conversions and the bottom line. 2. What are 3 of your go-to UX testing tools? I regularly rely on Google Analytics to understand details about how and what people are interacting with, Hotjar for a visual look at how people interact with pages on a website, and to get feedback from users. 3. What are the most common mistakes you see webmasters/digital marketers making? A lot of companies treat conversion optimization, user experience, search marketing, social media marketing, advertising, and other marketing disciplines as separate entities with one agency or department responsible for each. While they all deserve a specialist managing those areas, the more the people working on these areas can collaborate, the better the results will be. The more disconnected each of these areas, the more confused customers will be. That is, people are going to interact with a company on Facebook, read the newsletter, search Google for reviews, and visit the website expecting continuity in their experience. When everything is compartmentalized, continuity often gets lost across your online presence. Your visitors aren't breaking all these different functions apart into individual components. Instead, a company's website and online presence work together as a comprehensive whole to drive results for the business. 4. What do you think the next big trend in UX will be? The biggest trend is going to be voice interaction. Projections say voice interactions and search will grow 30% by 2020, while others provide even bigger estimates. Voice interactions completely change everything about the way users interact with information provided. For starters, if a user experience is voice-only, with the visual components removed altogether, this significantly impacts the amount of information you can share and the way to organize that information. This also places greater emphasis on the words and language you must use as part of the website content and information.

UX / Digital Marketing with Matthew Edgar


About Anika

Anika is our digital marketing creative and social media guru, with a passion for everything design and user experience optimisation. She's passionate about strategising new campaigns and utilising her knowledge of the psychology behind the consumer’s journey.

Outside the office she spends most of her time outdoors or trying to be the ultimate master chef.

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