Day After Digest: MIMA Tactics in Twenty: Data + Tech - Challenge. Test. Grow. Small moves every day. | FRWD in Minneapolis MN

Day After Digest: MIMA Tactics in Twenty: Data + Tech

By May 21, 2015 Day After Digest

On Wednesday, three Minneapolis-based digital marketing leaders broke down data-driven and technical practices. Hosted by MIMA, this “Tactics in Twenty” session was a little different than MIMA’s typical morning presentations. It included three twenty-minute sessions focused on acquisition strategies, conversion optimization, and marketing automation, led by Nina Hale (Founder of Nina Hale Inc.), Josh Becerra (Co-Founder of Monkey Island Inc.), and Christina Lefebvre (Marketing Automation Consultant at Antenna) .

It was fast paced, but the format really worked. It was nice how MIMA fit three speakers into one hour, each with a different perspective, role in the industry, and approach to the theme of data and technology. This allowed for a wider variety of takeaways, instead of hearing one person’s point of view for an hour. Also, in the end, the material spoke to people with varying levels of experience.

The topics included SEO, SEM, and PPC. In the ever-changing digital world we live in, it can be difficult to keep up with the multitude of tools and databases at our fingertips. It is essential in digital marketing to understand how to utilize these tools, not only to attract the right audience, but also to get them to take meaningful action. But, what’s the best way to integrate all of these practices in a productive way that leads to tangible results?

Key takeaways from the talk:

  • Nina: A digital consumer is a traditional consumer, and there’s no single tactic to reach them. The key is to understand which connection points work, while also being open to bouncing all over the place to make a decision.

  • Josh: Conversion optimization is about instincts, assigning value to conversions, and overall, getting more people to take meaningful action when they’re on your website or landing pages. Also, a website should always be changing through building variants, measuring them, and learning from the results. This pairs well with the FRWD mantra “Small Moves Every Day.” Keep experimenting.

  • Christina: A lead lifecycle assigns a stage and/or substage, such as level of brand awareness or engagement, to everyone in your database. This is an effective way to nurture leads, measure their success, and, as a result, generate more sales.

One observation: The “F” word

  • There appeared to be some angst about using a “Funnel” to describe lead generation during all three presentations. The speakers all seemed apologetic. Even Nick Lipetzky who kicked off the event said he was sorry about saying the word funnel! Things got even crazier when Christina took it to the next level: She had a slide of a funnel WITHIN a funnel:

As always, the #mimatweet hashtag was flowing with excellent nuggets from the talk. Here are a few highlights:

This was a great trio of well-organized presentations by experts in the industry. A common theme among all three speakers was that most of these practices are much more complicated than just “rainbows and butterflies,” as Lefebvre said. Despite the funnel analogies discussed, there is no foolproof formula or tactic that will work for any given business. It takes understanding your consumer, proper planning, experimentation, and overall, figuring out what works best for you.

Karl Pearson-Cater also contributed to this post.