I’ve struggled for a long time about what my professional focus is. I’m a technical SEO, but I’m also a writer, a storyteller, a wannabe designer/UX specialist, a social media strategist, a brand builder, a PR person, and a people-focused entrepreneur (among other things). What that means, really, is that I’m very opinionated in a lot of those areas. My opinions are based on over a decade of experience in those areas, so I’d like to say they’re educated opinions. A sort of jack of all trades, at least in the marketing world.
This also means that there’s a lack of focus, which might translate to both not being truly great at anything and — even if the greatness is there — not being known for that one thing that you’re the best at.
Twenty-eighteen, however, was a year of self-realization.
Schleicher Marketing co-founder Sheena Schleicher was recently invited to speak about about our "Brand-first, People-focused" approach to SEO at the inaugural SeerFest 2018 SEO Conference in San Diego. The event was Sponsored by Google, with 99% of all proceeds going towards a San Diego-based non-profit.
Download the full presentation deck here!
After years of attending various marketing conferences, I decided to invite one of my long-time clients along with me. It ended up being so incredibly valuable to our work relationship that when the next conference came along, I invited another client. And then one I was still in conversations with. Each facilitated such pivotal moments with partners that now I can’t really see myself attending a conference without a client – and I’d like to share why these invitations were so well-received and so powerful to client/consultant relationships.
Yesterday I shared a blog post I wrote about a trend I noticed at a tech conference last week - and something happened that completely took me by surprise. While my write-up in no way 'went viral' by today's standards, it did connect with people of all ages and genders from around the world - 68 unique countries, to be exact! What's more is that these people didn't just visit the page, but they engaged and responded in a way I never expected. Site traffic increased by over 800% and I received nearly 320 private messages, comments, and shares (combined, across various platforms) - and engagement with this particular article is still growing.
What I'd like to do is dig into the How and Why this article gained so much traction. I'll share some of the responses I received throughout the day yesterday (keeping the sender names anonymous), then share with you some of the ways you or your brand can get the same (or greater) engagement.
Meeting new people at industry conferences is something I've always enjoyed. I love hearing about the projects they’re involved with, what brought them to the conference, what they’re hoping to take-away from it, and what their short and long-term goals are. And I share the same type of insight from my life.
Last week I attended my very first MozCon (which was absolutely incredible!); and as I connected with all my new friends across Twitter, LinkedIn, etc. and recalled the meet and greet I had with each of them, I noticed a trend with many of the women, especially under the age of 30, in what they shared with me. Are you ready for it?
I encounter brilliant marketing on a daily basis - it's just part of life as a digital marketer. I get excited when a brand makes a genuine connection with me, and often try to work the tactic into my own marketing campaigns. No matter the emotion - sad, happy, giddy, surprise - my reaction and how they made me feel is what I'll remember most about their message. That's why I'm taking the time to shine a little light on Target.