There’s nothing like spring in New York. Along with shedding layers and seeing the city’s parks get green again, I always look forward to the SES New York Conference. As a Brooklyn boy it’s great to have an event like this in my home town: it gives me a chance to connect with a lot of old friends and new potential partners.
This year I’ll be presenting a session titled “Bringing Together Paid, Owned, Earned Media“. If you’re planning on attending the event, please come by the 9:30 a.m. session on Thursday, March 28. If SES isn’t on your schedule this year, here’s a brief look at what the presentation will cover…
To be successful as an online marketer a brand needs to manage how paid, earned and owned media work hand in hand to increase conversions from any and all sources. One of the biggest challenges facing marketers today is determining what mix of channels drove the sales or lead to a company, and what strategies need to be focused on moving forward.
My SES presentation will outline how analytics and attribution can help track these channels and determine which are contributing more. I’ll also discuss how to increase organic keyword saturation using PPC data, how to maintain lasting ranking in search engines and demonstrate how content and social media drive ranking.
I’ll also touch on using retargeting strategies in display media to drive the interested consumer back into the sales funnel to complete the conversion. On the earned and owned side, I’ll cover how social media is providing opportunities to index content of value within the search engines, which has been the Holy Grail for most online marketers.
While many of the strategies between paid, owned and earned media differ, they should all be supported by keywords, can be improved through social conversation insights, and ultimately will benefit from an integrated effort.
I hope to see you in New York this week, and if you can’t make it be sure to check out my updates @andrew_beckman!