Yesterday, New York City Mayor Michael Bloomberg officially declared the week of October 1 as Search Week. The proclamation was issued in recognition of New York’s advertising and marketing heritage, SMX’s fifth year of drawing digital marketing talent into the city to network, and the continued growth of the city’s digital industry.
Search Marketing Expo East kicked off yesterday with a handful of pre-conference workshops. The six workshops provided intense day-long focus on topics like international search, advanced AdWords, SEO training, advanced local marketing, and Facebook marketing.
Your humble reporter was among a choice group of marketers in the room for the aimClear Facebook Marketing Intensive.
The full-day event covered everything from general concepts for content strategy to the very granular of targeting and ad creation. Much of the very nitty-gritty about audience segmentation, headline and copy creation, and how to set Key Performance Indicators (KPIs) is available to all in Marty Weintraub’s book, “Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques.”
Here are the key take aways that you won’t find anywhere else:
- Facebook has quietly erected walls around business page communities. There is no more free organic propagation of business content beyond the garden wall of a page’s timeline. In order to “jump the wall” and continue to reach the greater Facebook community, page administrators must learn how to seamlessly use the Facebook ad tools.
- Moving forward and having continued social success will require that community managers become a hybrid of both organic and paid content distributors.
- Creation of blog and page post content must be done with the ad product in mind for maximum impact. Even if you don’t use a particular post as an ad, don’t rule out the opportunity by neglecting to set up a post properly.
Stay tuned for more from SMX East as Search Engine Journal checks out what’s hot on the expo floor.