Conferences can be hit or miss. I can imagine, as a speaker, it can be particularly difficult to make your content relevant to every single person in the room. This can be frustrating for those looking to get granular information and take a “401-level class” while they attend. But, if you make the content too specific and you may as well be speaking in a foreign language to the masses.
The first day at Digital Summit Phoenix was a mix of things I already knew and a few key reminders of the way I should be approaching digital strategy for our clients at Magnetry. Here were a couple of my favorite take-aways:
(1) Accelerated Mobile Pages. These have been around for a few years (since 2015), but the recent algorithm changes from Google made these exceedingly more important, and they have a physical marker now to better help users identify which pages they can expect to load quickly. When searching on your mobile phone, you may notice some results that have notations like this:
You see the little lightning mark with AMP next to it? That’s the marker telling the searcher that your page will, without a doubt, load faster than any page without that mark.
The main three benefits of the AMPs are: mobile speed improvement, mobile search visibility, and conversion on your page. Pretty simple, huh? Faster load times = better conversion. If you haven’t started testing these yet, you should.
(2) Embrace Conflict. This particular topic is a favorite of mine, and the talk given by Tyler Farnsworth from August United was a stellar reminder of why it is important to use conflict and tension in marketing. For example, Tide ran 5 Superbowl ads this year. People were talking everywhere about how great they were, saying “Tide won the Superbowl”. The greater story IMHO, came from a smaller brand that currently has 6% of the laundry care market (versus Tide’s 60%). Persil Pro Clean didn’t have the $20M budget Tide had to spend on Superbowl ads, but what they did have is this:
So, while they didn’t spend $5M per Superbowl ad, they poked fun at their competition and were able to get a sizable amount of brand lift and attention of what they DID do.
I could probably write an entire article on why I think conflict is great for every brand, but in short: creating conflict and a curiosity factor pulls people in. Have you ever watched a thrilling movie and had the plug pulled right before the peak scene happened? And then you freak out and are just dying to know what happens next? Yeah, me too. That’s the feeling you want to create for your fans, followers, buyers, etc. Pull them in rather than talking at them all the time. Do something interesting and worth talking about.
On to day two.