{"id":15234,"date":"2016-05-04T13:08:25","date_gmt":"2016-05-04T18:08:25","guid":{"rendered":"https:\/\/wpengine.com\/?p=15234"},"modified":"2024-02-27T14:56:49","modified_gmt":"2024-02-27T20:56:49","slug":"marketing-insights-pubcon-austin-16","status":"publish","type":"post","link":"https:\/\/wpengine.com\/case-studies\/marketing-insights-pubcon-austin-16\/","title":{"rendered":"7 Digital Marketing Insights From Pubcon Austin &#8217;16"},"content":{"rendered":"<p>The digital marketing event <a href=\"http:\/\/www.pubcon.com\/austin-2016\" target=\"_blank\" rel=\"noopener noreferrer\">Pubcon<\/a> was held yesterday in Austin and delivered some insightful knowledge in the areas of online marketing, social media, <a href=\"https:\/\/wpengine.com\/blog\/wordpress-seo-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEO<\/a>, site optimization, and more.<\/p>\n<p>Here are some interesting takeaways from the event you might\u00a0find useful in your own\u00a0digital marketing strategy.<\/p>\n<h3>1. Mobile matters (more than you think)<\/h3>\n<p>Pubcon Austin began with a kickoff keynote presented by Simon Bolger of Google. His advice to the crowd&#8211;<strong>think mobile first<\/strong>.<\/p>\n<p>Smart phones are more readily accessible than desktops, meaning users can access your website\u00a0anytime, anywhere.<\/p>\n<p><strong>Site speed<\/strong> and <strong>usability<\/strong> are imperative to mobile optimization.\u00a0The brand Cond\u00e9 Nast&#8217;s GQ saw an <strong>83 percent increase<\/strong> in mobile traffic after they reduced their mobile page load time from seven to two seconds, said Bolger.<\/p>\n<p>Here are some stats to show the scope of impact site speed and usability have on the user experience, according to Bolger:<\/p>\n<ul>\n<li><strong>88 percent<\/strong> of mobile users are less likely to return to a site if presented with a bad experience.<\/li>\n<li><strong>One-third<\/strong> of users say that speed is the most important factor when using the mobile web.<\/li>\n<li><strong>74 percent<\/strong> of people will abandon a mobile website that takes more than five seconds to load.<\/li>\n<li><strong>61 percent<\/strong> of users will leave a mobile site if they don\u2019t find what they\u2019re looking for right away.<\/li>\n<\/ul>\n<p>To enhance usability across platforms,\u00a0use a service like <a href=\"https:\/\/crossbrowsertesting.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">crossbrowsertesting.com<\/a> to test\u00a0the UX\/UI\u00a0of your website on\u00a0multiple devices, like Android, PC, Mac, and iPhone.<\/p>\n<h3>2. Less Is More: Quality &gt;\u00a0Quantity<\/h3>\n<p>\u201cMore always isn\u2019t better,\u201d said <a href=\"https:\/\/twitter.com\/Casieg?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Casie Gillette<\/a> on the topic of creating killer content.<\/p>\n<p>Many speeches at Pubcon touched on this theme, and multiple presenters stressed that it\u2019s not about the number of content pieces being produced, but\u00a0rather their quality.<\/p>\n<p>One tip: <strong>Focus on higher quality content but fewer posts<\/strong>. It\u2019s better to invest your energy in a single thing that\u2019s killer, rather than multiple pieces of content that are just mediocre.<\/p>\n<h3>3. Post Like A Fan, Not Like A Marketer<\/h3>\n<p>When\u00a0<a href=\"https:\/\/twitter.com\/giovanni?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Giovanni Gallucci<\/a>\u00a0began\u00a0working with the\u00a0mineral water brand Topo Chico two years ago, the goal was to bring brand awareness beyond its headquarters in Monterrey, Mexico.<\/p>\n<p>Since then, Topo Chico&#8217;s user-generated\u00a0content of visually-pleasing photos and emotion-invoking stories\u00a0on social media have successfully contributed to its increase in brand advocacy throughout the states.<\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; margin: 1px; max-width: 658px; padding: 0;\" data-instgrm-captioned=\"\" data-instgrm-version=\"6\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\"><\/div>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BE84V_1RtVa\/\" target=\"_blank\" rel=\"noopener noreferrer\">Snack time in #Marfa with @jessandcamera \u2600\ufe0f<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center;\">A photo posted by Topo Chico Mineral Water (@topochicousa) on May 3, 2016 at 9:08am PDT<\/p>\n<\/div>\n<\/blockquote>\n<p>According to Gallucci,\u00a0featuring\u00a0user generated content in its digital marketing strategy has been\u00a0huge in developing a\u00a0loyal fan base. Fans who love the beverage\u00a0will share and direct message\u00a0their stories, he said. The brand re-shares much of that across their social accounts.<\/p>\n<p>&#8220;When you don\u2019t have a large team to produce content, you have to think like a fan and post the things they would post,&#8221; said Gallucci.<\/p>\n<h3>4. Treat Downloadable Content Like A Product Launch<\/h3>\n<p>Are you doing all you can to optimize your content&#8217;s reach? <a href=\"https:\/\/twitter.com\/ArnieK?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Arnie Kuenn<\/a> of Vertical Measures recommends planning a series of digital marketing announcements around a\u00a0new piece of content to help it obtain maximum exposure.<\/p>\n<p><a href=\"https:\/\/wpengine.com\/wp-content\/uploads\/2016\/05\/pubcon-digital.png\" rel=\"attachment wp-att-15266\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15266 size-full\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2016\/05\/pubcon-digital.png\" alt=\"7 Digital Marketing Insights From Pubcon Austin '16\" width=\"1724\" height=\"970\" srcset=\"https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/pubcon-digital.png 1724w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/pubcon-digital-300x169.png 300w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/pubcon-digital-768x432.png 768w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/pubcon-digital-1024x576.png 1024w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/pubcon-digital-256x144.png 256w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/pubcon-digital-1008x567.png 1008w\" sizes=\"auto, (max-width: 1724px) 100vw, 1724px\" \/><\/a><\/p>\n<p>Just like you&#8217;d plan activities around a product launch,\u00a0a similar digital marketing launch plan can be done for a\u00a0piece of content, like an ebook.<\/p>\n<h3>5. Make Sure Links Open In A New Tab<\/h3>\n<p>&#8220;This is a sure-fire way to make\u00a0somebody leave your site,&#8221; said <a href=\"https:\/\/twitter.com\/ZephSnapp?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Zeph Snapp<\/a>\u00a0while discussing user retention in content and websites. Most would agree that&#8217;s it&#8217;s rather annoying\u00a0when clicking on a link takes\u00a0you away from the page you were on.<\/p>\n<p><em>*WordPress user note:<\/em> If adding links in WordPress,\u00a0make sure you\u00a0check &#8220;open link in a new tab&#8221; (the same can be done for images).<\/p>\n<p><a href=\"https:\/\/wpengine.com\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing.png\" rel=\"attachment wp-att-15286\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15286 size-full\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing.png\" alt=\"7 Digital Marketing Insights From Pubcon Austin '16\" width=\"1040\" height=\"550\" srcset=\"https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing.png 1040w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing-300x159.png 300w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing-768x406.png 768w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing-1024x542.png 1024w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/wordpress-pubcon-digitalmarketing-272x144.png 272w\" sizes=\"auto, (max-width: 1040px) 100vw, 1040px\" \/><\/a><\/p>\n<h3>6. OPTIMIZE YOUR WORDPRESS SITE FOR HIGHER CONVERSIONS WITH THESE TIPS<\/h3>\n<p>It&#8217;s no doubt that <a href=\"https:\/\/wpengine.com\/resources\/improve-wordpress-site-speed\/\" target=\"_blank\" rel=\"noopener noreferrer\">site speed<\/a> directly affects user experience, page rankings, and your bottom line. In fact, according to Kissmetrics, 40 percent of users will abandon your site if it takes more than three seconds to load.<\/p>\n<p>&#8220;<a href=\"https:\/\/wpengine.com\/wordpress-hosting\/\">Hosting<\/a> is one of the easiest ways to speed up your site,&#8221; said <a href=\"https:\/\/twitter.com\/nawlready?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Steve Floyd<\/a> during a presentation on\u00a0WordPress optimization and marketing tactics.<\/p>\n<p>In the same presentation, <a href=\"https:\/\/twitter.com\/davidvmc\" target=\"_blank\" rel=\"noopener noreferrer\">David Vogelpohl<\/a>\u00a0recommended\u00a0<a href=\"http:\/\/www.pubcon.com\/how-pros-pick-a-wordpress-plugin\" target=\"_blank\" rel=\"noopener noreferrer\">several\u00a0plugins<\/a> that can help you attain site optimization and higher conversions, including: JetPack, OptinMonster, Ad Rotate, and Fullstory.<\/p>\n<p>&#8220;Picking a plugin is like picking a partner for your business,&#8221; he said. Just be sure to avoid <a href=\"http:\/\/torquemag.io\/2016\/02\/wait-dont-download-that-theme-or-plugin\/\" target=\"_blank\" rel=\"noopener noreferrer\">bloating your site<\/a> with unneeded plugins, as that&#8217;ll make it run slower.<\/p>\n<h3>7. 5 things to watch in google analytics<\/h3>\n<p>In a speech on mapping content to your sales funnel,\u00a0<a href=\"https:\/\/twitter.com\/marceladevivo\" target=\"_blank\" rel=\"noopener noreferrer\">Marcela De Vivo<\/a>\u00a0of Gryffin Media discussed several important analytics\u00a0to look at to help determine who your audience is, as well as how they are interacting with your content:<\/p>\n<ul>\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/1638635?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Real time data<\/a><\/li>\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/6074676?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Cohort analysis<\/a><\/li>\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/2799357?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Demographics &amp; Interests<\/a><\/li>\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/2785577?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Behavior Flow<\/a><\/li>\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/6329149?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Acquisition and Conversion Funnel report<\/a><\/li>\n<\/ul>\n<p><em>Although we could not list them all, there were many great digital marketing insights delivered at this year&#8217;s Pubcon in Austin.\u00a0Did you attend Pubcon? Let us know your takeaways from the event in the comment section below.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The digital marketing event Pubcon was held yesterday in Austin and delivered some insightful knowledge in the areas of online marketing, social media, SEO, site optimization, and more. Here are some interesting takeaways from the event you might\u00a0find useful in your own\u00a0digital marketing strategy. 1. Mobile matters (more than you think) Pubcon Austin began with<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":114,"featured_media":15345,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[79,143],"tags":[647,698],"class_list":["post-15234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-event","category-marketing","tag-digital-marketing","tag-pubcon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 Digital Marketing Insights From Pubcon Austin &#039;16<\/title>\n<meta name=\"description\" content=\"Pubcon Austin &#039;16 presented many useful digital marketing takeaways. Read about some insightful knowledge and research presented on SEO, mobile...\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Digital Marketing Insights From Pubcon Austin &#039;16\" \/>\n<meta property=\"og:description\" content=\"Pubcon Austin &#039;16 presented many useful digital marketing takeaways. Read about some insightful knowledge and research presented on SEO, mobile...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wpengine.com\/case-studies\/marketing-insights-pubcon-austin-16\/\" \/>\n<meta property=\"og:site_name\" content=\"WP Engine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wpengine\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-04T18:08:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-27T20:56:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2024\/05\/WPE-IMG-Thumbnail-1200x630-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darcy Wheeler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2016\/05\/Twitter-Pubcon-Digitalmarketing.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@wpengine\" \/>\n<meta name=\"twitter:site\" content=\"@wpengine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darcy Wheeler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wpengine.com\/case-studies\/marketing-insights-pubcon-austin-16\/\",\"url\":\"https:\/\/wpengine.com\/case-studies\/marketing-insights-pubcon-austin-16\/\",\"name\":\"7 Digital Marketing Insights From Pubcon Austin '16\",\"isPartOf\":{\"@id\":\"https:\/\/wpengine.com\/case-studies\/#website\"},\"datePublished\":\"2016-05-04T18:08:25+00:00\",\"dateModified\":\"2024-02-27T20:56:49+00:00\",\"author\":{\"@id\":\"https:\/\/wpengine.com\/case-studies\/#\/schema\/person\/34868282515de283b983c228d0824b39\"},\"description\":\"Pubcon Austin '16 presented many useful digital marketing takeaways. 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