Get to know how leading specialists from Google, HubSpot, Buffer, LinkedIn, and more, deliver great results with SEO, content marketing, paid advertising, and social media. Expect to hear things you aren't hearing at the other events — we've made content uniqueness and practical value our #1 priority! Register to access the recorded sessions and slide decks: http://dtdconference.com/#register

1. Digital
Transformation
Day
#DTDconfONLINE CONFERENCE POWERED BY SEMRUSH
22 February 2018

2. Pierre Far, Blockmetry
ANALYTICS IN 2018 AND BEYOND
#DTDconf
For each step of the journey you need to understand what a success looks
like and what a failure looks like.
Think of the persons you report to at every stage - it will help you avoid
collecting unnecessary information.
Keep an eye on the ePrivacy regulations and think in advance how it will
affect your analytics and reporting.

3. Andrey Lipattsev, Google
THE NEW BAR FOR WEB EXPERIENCES
#DTDconf
PWAs are the new bar for web experiences. 4 fundamental principles of this
new bar are speed, functionality and integration of the device that a user
interacts with, reliability, and engagement.
AMP is a simple framework that is very easy to begin working with. It allows
you to achieve considerable improvement in your results with very little
investment.
Get your push notifications right by creating the right context and explaining
which benefits people will get, and you'll see a great uplift in users coming
back, interacting with your content and converting.

4. Aleyda Solis, Orainti
DISCOVERING SEO OPPORTUNITIES
THROUGH LOG ANALYSIS
#DTDconf
It’s critical to understand what actually happens on your site, especially
when you’re implementing some structural changes.
Discover which areas of your website are the most crawled to get your SEO
priorities right. Make sure your meaningful pages don’t return any
unintended redirects or errors.
Log analysis helps to optimize your crawl budget spend by eliminating not
meant to be accessed pages, non-relevant content and non-indexed URLs.

5. Patrick Stox, IBM
TROUBLESHOOTING SEO FOR MODERN
JAVASCRIPT FRAMEWORKS
#DTDconf
First, find out about the setup, what framework, and how it's rendering.
Isomorphic (or Universal) setup is probably the best, but it can be a lot of
resources to load.
Both the source code and Google's cache are raw HTML, before JS is
processed. You can't rely on these when working with JS.
Use Google Rich Results testing tool to see the rendered Document Object
Model.

6. Brian Fanzo, iSocialFanz
OMNI-SENSORY INNOVATION
#DTDconf
The future of innovation is powered by collaboration - no one trusts a
brand or a logo, but we trust people that we can relate to.
Remember there are still things that machines can not do.
Focus on a participatory content creation: let your audience be involved in
your thought process, that's what people are craving right now.
Virtual and augmented reality are empathy platforms of the future.

7. Kevan Lee, Buffer
A SURVIVOR'S GUIDE
TO ORGANIC REACH ON SOCIAL MEDIA
#DTDconf
Create fewer posts, but better. For Buffer, it resulted in 330% increase in
Facebook reach after they cut down their posting frequency by 50%.
Invest in groups. Choose a niche, encourage conversation and self-
moderation. No group? Use a hashtag!
User-generated content. Discover content with hashtags and tools. Boost
virality with mentions, tags and partnerships.

8. Olga Andrienko, SEMrush
WAYS TO IMPROVE CUSTOMER
RETENTION THROUGH GAMIFICATION
#DTDconf
Think about your existing users even when running an acquisition
campaign.
Any campaign should be easy, interesting and fun. Gamification hits all the
targets.
Do what machines can't do. It's your care and love for the client that
inspires loyalty.
Social media is where magic happens. Most of your existing and potential
clients use social. Connect with them in most informal way possible.

9. Alexandra Rynne, LinkedIn
CONTENT MARKETING 3.0
THE FUTURE IS HERE
#DTDconf
In 2018 video content will be even more prominent. At the same time, the
video doesn't have to break the bank.
If it can be tested, it can be improved . Make testing a regular activity. Test
variations in copy, CTAs, images, add/remove stats etc.
Repurposing should definitely be part of your content strategy.
Try online experiences instead of the static ebooks to increase the time
people spend engaging with your content.

10. Matthew Barby, Hubspot
CREATING CONVERSATIONS:
DRIVING GROWTH WITH CHATBOTS
#DTDconf
Lead nurturing is usually the leakiest part of the most funnels.
Average response rates from engaged chatbot audiences are as high as
80-90%.
A good flow to follow: 1) Provide and initial hook 2) Deliver value and
educate as soon as possible 3) Give a reason to return
More best practices: avoid letting users hit a dead end; provide adequate
onboarding; always opt-in.

11. Larry Kim, MobileMonkey
THE TOP 7 PPC HACKS OF ALL TIME
#DTDconf
Target two completely unrelated interests, e.g. people who like Game of Thrones
AND people who like email marketing. With this, you can modify your creative to
speak to both of those uncorrelated interests of a user so that you have two force
that connect people to that ad.
Target search ads only to people who already visited your site. Only spend on RLSA
campaigns, forget non-RLSA campaigns.
If people have visited your site before, they are 2-3 times more likely to click on your
ad and convert. Create and promote content outside of your niche and connect to
customers earlier!

12. AJ Wilcox, B2Linked
5 LINKEDIN ADS TRICKS
YOU DIDN'T KNOW YOU COULD DO
#DTDconf
In order to get the maximum reach and lower your competition, instead of
including only smaller companies, only exclude large companies. You will be
left with smaller companies and the unknown. The unknown is less
competitive.
Bidding for performance: raise the budget all the way up and set your bids low.
Use bids to scale your traffic. If you hit budget before EOD, you paid too much
for clicks.
Advertise to connections: upload the list of email addresses into LinkedIn
Ads.

13. Barry Schwartz, RustyBrick
WHAT’S NEXT FOR SEO
#DTDconf
Today, to be an SEO, you can't just do link building. It also involves doing content
marketing, social media marketing, building software and tools that people are
interested in.
You used to be able to do clocks of text in blogs, but now it's about video blogs,
podcasting, Schema, social media sharing, and how you share. Content is thicker
and easier for people to read.
Be consistent about how things work. Don't think "this is the next best thing" and
just do it. Like mobile friendly and AMP. Be consistent and be meticulous about
how you do these those things.

14. smr.sh/AUB
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