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SEW Live - Link Building
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SEW Live - Keyword Advice From the Pros
SEW Live - The Pros And Cons Of Social Media
SEW Live - Accessibility Good For Profits...

SEW Live - Marketing Common Sense
SEW Live - The Future Of SEW
SEW Live - Viral Marketing And Link Bait
SEW Live - Marketers: Digg Is Done...

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SES: Rebecca Lieb and Elizabeth Osmeloski Discuss SES NY

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Collyn Floyd, online emarketing and PR specialist with TheKarcherGroup.com, spoke with WebProNews about the best way to jumpstart a link building campaign.
Sew Live: Laura Thieme of Bizresearch on a Successful Advertising Campaign
Thieme talked about the main differences a company should consider when deciding whether to use paid search or organic search.
SEW Live: David Szetela of Clix Marketing on Paid Search Ad Campaigns
David Szetela, founder of clixmarketing.com, spoke with WebProNews about various strategies involved with starting a paid search advertising campaign.
SEW Live: Sage Lewis of Sage Rock on the Good and Bad Social Media
Before the rise of social media, marketers seemed to believe the more user traffic the better. Watch the video for details.
SEW Live: Matt Bailey of Sitelogic.com on Social Media
WebProNews caught up with Matt Bailey, President and Founder of sitelogic.com, at the SEW Live conference in Columbus, Ohio.
SEW Live: Elisabeth Osmeloski on the Future of SEW
SEW is expanding to new regions including the Midwest. At the SEW Live Columbus, WebProNews caught up with Elisabeth Osmelowski of Search Engine Watch.

Jason Lee Miller Thursday, May 10, 2007

SEW Live Recap: This Is Getting Personal

At the end of the day, it's about sales, not traffic. And if it's about sales, then it must also be about people, not clicks. This seemed to be the focus of yesterday's one-day SEW Live in Columbus, OH (you might call it SES Lite), as marketers explore the transition from search engine marketing to social media marketing.

Editor's Note: The Search Engine Strategies conference is finally hitting the Midwest with SEW Live, the condensed version of the conference. The overriding theme of this tour pit stop seemed to be that the online marketing world had, indeed, gone social. Now it's just a matter of understanding how it all works. Got any more advice? Let us know in the comments section.

SMO (Social Media Optimization) includes, not precludes, SEO/SEM, in case that's what you were thinking.

Search Engine Watch's Elisabeth Osmeloski says the tastes-great-less-filling version of SES is part of a larger effort to reach the heartland, as online marketing begins to bleed in from the coasts. Though the event is trimmed down, it's certainly not dumbed down.

Since the desired end is a sale, the means is building relationships. This goes beyond generating grand influxes of traffic – or what you might call drive-by marketing – more important metrics these days involve time visitors spend at a website, how many pages they viewed, and how those things relate to conversions.

For that reason, there seems to be a growing consensus that baiting the crowd at Digg.com is over – unless you are targeting that specific young, male, geeky demographic. As SiteLogic's Matt Bailey notes, the end result of a popular Digg story is spikes in traffic and crashed servers, but not visitors who stick around or make purchases.

Traffic not being the ultimate goal is new. This a sea change in the industry, as Sage Lewis, of SageRock.com suggests in his WebProNews video. A lot of traffic is good, as long as it's the right traffic. What hasn't changed though, is the importance of linking, or so goes the, um, Sage-like advice.

So ignore the Digg crowd if you'd like more control of your message and who sees it.

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Instead, Bailey and Search Engine Guide's Jennifer Laycock suggest utilizing YouTube, where marketers have more control of their messages, a free platform to broadcast, and a well-populated area in which to demonstrate.

Whatever medium you choose for your viral campaign, the pros at SEW Live advise to ask these questions before you begin:

1.    What sparks passion in my customers?
2.    What has not been done before?
3.    How does my idea benefit my users?
4.    Will my audience risk their own reputation to spread the word?

The most important ingredient in your campaign, though, according to Laycock, is common sense. It's not about buying clicks, it's about buying customers. In line with the common sense approach, is an integrated strategy that involves an amalgam of paid and organic search, vertical search, social media, and web analytics.

Analytics in SMO is another rather uncharted territory, but careful analysis of social data will become increasingly important as marketers strive to know who is interested, what motivates them, and how consumers behave.

It becomes, then, a matter of getting to know the customer on a highly personal level as sellers seek to fill the consumer's needs more effectively. As the user profile becomes more apparent, the more a marketer can tailor their campaign to accommodate a wide range of customers.

The visually impaired, for example, will benefit from the marketer's knowledge of their needs and efforts to make the online shopping experience easier for them.


About the Author:
Jason L. Miller is a staff writer for WebProNews covering technology and business.
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SEW Live - Marketers: Digg Is Done, YouTube Won

Marketers should think twice before focusing on Digg.com to produce traffic. Search Engine Guide Editor-in-Chief Jennifer Laycock began her presentation at the Search Engine Strategies SEW Live one-day event in Columbus, OH, with that theme in mind.

Though social networks and social marketing have become the hottest topic in online business these days, Laycock advises that Digg.com is a bit narrow when it comes to audience.

Depending on what a business owner is selling, there's a high likelihood they are targeting the wrong market. Digg is mostly male, young, IT professionals and engineers a fantastic audience for certain interests.

(It should be noted though, aside from the traffic Digg can generate, that too much about its audience shouldn't be presumed. Hunting equipment, most probably, wouldn't appeal to this Silicon-Valley-and-Star-Wars-minded crowd, but there is a range of things that could surprise the presumptive marketer. For example, a Digger may have a father who likes to hunt; they also have wives, mothers, daughters, brothers, uncles, aunts, and friends.)

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About the Author:
Jason L. Miller is a staff writer for WebProNews covering technology and business.
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