A Reflection on the PubCon Master Group Training Keynote Address by Scott Stratten

Reflections of Keynote Speaker

SonicSEO.com is at PubCon, getting insight on the future of search and social media from other industry leaders. So far, we’ve been impressed with what we’ve heard!

Scott Stratten, president of UnMarketing, gave a great keynote where he really energized the group with his insight. Here’s what we took away from this great opening:

1. Marketing is not a task.

In order to be successful in marketing, you have to think of marketing as everything your business does. Anytime you interact with the world outside of your business, you are either increasing or decreasing your reputation. Marketing, therefore, is not something that should be segmented as part of your business plan; it should be an integral component of your day-to-day operations….because with every impression you make, you are branding your business.

2. Social Media is about Spreading the Word.

Words are powerful. And, as you know, to be successful on the Web, you need words…lots of words. But just like links, not any old words will do. You’ve got to create quality copy that people find relevant and want to share with others. Scott was so right when he said, “Write great content—that’s good SEO.” And it’s good SEO because when people read great content, they spread it.

3. Sometimes we Stop the Spread.

There are lots of things that can hurt your content’s ability to be spread across the Web. Some of the things Scott talked about were:

  • RSS feeds can stop spread if it’s the only way you allow people to access your content. Remember, it’s not your job to tell the marketplace how to consume your product. Don’t force people to engage with you in a certain way.
  • Linking to very large blog posts can also impact your “spread-ability” because large downloads stop the conversation; people get frustrated and leave.
  • Incorporating pop-ups into your site can also hurt you. As Scott said, “pissing people off is not a great tool.”

The gist of this is to be careful that actions you are taking or tools you are using are not harming your ability to increase your online reach. Carefully scrutinize your sites to make sure everything points people to the desired action you want them to take.

4. Social Media “Success” Doesn’t Exist.

Social media is a tool to amplify your success. It’s about talking. It’s about sharing. It’s about creating relationships. When used appropriately, social media can be a great marketing tool to get the word out about your company, products and services.

5. Relationships take Time.

Every business needs a Chief Relationship Officer (CRO) to build relationships across a variety of social media platforms. Building and maintaining solid relationships with your clients, potential clients and others in your industry is a way to increase brand awareness—but it doesn’t happen overnight. You need someone dedicated to crafting your company’s image through meaningful relationships.

As we continue to listen to other experts in the industry, we’ll be sharing our thoughts with you.

At SonicSEO.com, we’re not only dedicated to getting you lasting results in the search engines, but building meaningful relationships with your niche market. Contact us to learn how we can be your CRO!

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