Zazzle Live Event Roundup Summer 2014

Richard Marriott 10 years ago

Zazzle Media this week celebrated its 5th birthday with our first ever live event, designed to help regional businesses become more effective online. The showcase, which operates under the ZazzleLive banner, is a completely free expert advice-led meet up covering everything from  organic search to content and social at a level  fit for any level of in house marketer. Commenting on the event Zazzle MD and founder Simon Penson said: "We were a little apprehensive as to how the meet up would go given the fact that we have never done anything like this before but the response was brilliant with 90% of tickets 'sold'. Moreover feedback has been amazing and we had more questions from those in attendance than we ever could have imagined, which is exactly what we wanted - an engaged audience." Suffice to say that more events are now planned and we'll be announcing further details in the coming weeks right here on our blog. Below are some of the key takeaways from each presentation... ***Warning content of this was aimed at beginners level*** Getting the Basics Right for Maximum Results Adam Brown, Zazzle Search & Data Consultant During his presentation Adam addressed the minefield of reacting to the ever- changing Google rules and how search engines – Google, Yahoo and Bing – love amazing and unique content. Top takeaways from this included:

• DON’T duplicate content
• The value of text above and below the fold
• The importance of a blog – is it good enough to engage users?
• How to check your link profile – using Majestic SEO
• If you can create great content the links will come
• How Google’s Penguin checks good and bad links
• Look for pages on your website that add NO value (old, out dated information)

The Value of Creating Great Content Julia Ogden, Zazzle Head of Content As a former newspaper journalist and editor, Julia spoke with authority on applying journalistic principles to online marketing, and how those skills still hold true and have a place in today’s fast moving job environment: the top 10 in-demand jobs in 2013 didn’t even exist in 2014! She also stressed the importance of building a really strong online reputation, with content relevant and up to date and went over the basics of the importance of having a blog. Julia then moved onto onpage and nailed the main failing of a site – driving your visitor and potential customer away and to another site because yours didn’t have the correct information!

• Other takeaway tips included:
• Encourage people to sign up and receive your newsletter
• People get people – personalise your copy, introduce a human element
• When writing copy, some golden rules: - Go for an attention-grabbing intro - Include the when, what, how, why, where – vital details - Avoid jargon and acronyms - Don’t lie! Or make things up, such as ‘fake’ reviews - Don’t overcomplicate copy - READ EVERYTHING before you post

The Basics of PPC and why its an Essential Part of Your Marketing Mix Dylan Wanigasekera, Periscopix Commercical Manager  Dylan Wanigasekera, of Periscopix, took the floor to run through Pay Per Click advertising; like Zazzle, Periscopix is another company which has experienced impressive growth - since being founded in 2004, it now has Dylan went over the importance of PPC and why its key to your marketing mix, his key takeaways included:

• Be specific with your terms
• If your business is locally focused, advertise locally
• Use the data – understand the time of day, day of the week, month or year which works best for you. It may not be the obvious.
• Track EVERYTHING – let data show the results and then draw conclusions
• Make sure your website converts well – don’t waste money by drawing the customer to your website only to see them leave if links don’t work or contact details are hidden. THEY WON’T COME BACK AGAIN!

Ten Reasons Why Social Media Is A Must For Your Business Kyle Kirkland, Zazzle Social Media Consultant If anyone was in any doubt about the importance of social media, Kyle dispelled those doubts by highlighting:

• There is something for everyone
• You can show yourself off – share all the great things your company is doing and become an authority
• Build a Community
• Build a Digital Presence
• Improve Customer Service
• Data Collection
• Increase Sales
• Drive Traffic
• Paid Strategy Capabilities
• Potential Search Benefits
• Kyle’s takeaways included an ominous warning for companies who buried their heads in the sand regarding negative feedback – 79% of negative comments on social are ignored! Companies should always – ALWAYS – take the time to respond to criticism quickly and politely, as it creates a positive image of a caring company.

If you would like to see a copy of the presentations then please contact our Business Development Manager Richard Marriott on Richard.marriott@zazzlemedia.co.uk. Planning now starts for the next event... what would you like to see covered?