I recently presented a talk at BrightonSEO on revolutionising the customer lifecycle with email marketing. Here's my thoughts on speaking about lifecycle marketing at Europe's biggest SEO conference, from the perspective of an email marketer.
An email marketer in the world of SEO
When Kelvin Newman, the founder of BrightonSEO, invited me down to speak at September's conference, it didn’t require any thought – I’ve always wanted to speak at the event. However, I was a little apprehensive about presenting on the topic of email and lifecycle marketing, at a conference largely consisting of SEO professionals and enthusiasts!
After a morning of attending other sessions and learning a lot about SEO, I headed towards the theatre for my 2:30 start time and it was already jam packed with marketers. Phew! I was a little relieved to see a great crowd gathered for a talk on email marketing.
I presented for an hour (which is quite a long talk for a conference), and talked a lot about how brands are tackling the customer lifecycle with email marketing. The 99%, which includes many of the more successful retail brands, are missing the target, hoodwinked by the fact that email marketing already makes them significant ROI. The 1%, which are getting it right, are experiencing great results by putting customer needs and desires first, at every interaction.
After the session, there were lots of interesting questions and many very lovely folks came up to ask questions and say “hi” – as well as two chaps that kindly delivered me a beer!!! (I’m sorry, I can’t remember your company name, but thank you so much for being so kind).
Then I was off to a talk by Olga Andrienko (from SEMrush), Agile marketing: A step-by-step guide, to learn more about how SEMrush are growth hacking their way to success.
I hope to get along next year to speak again!
Best talks at BrightonSEO
I've compiled the best talks from BrightonSEO, with handy links to their talk slides, so you don't have to! See the extensive list below, broken down into topics:
Email marketing talks
How to revolutionise your customer lifecycle with email marketing – Philip Storey
Influencer marketing talks
Why micro influencers are a knee-jerk reaction to poor influencer marketing – Allyson Griffiths
Field notes from my PhD on Zoella – Sophie Bishop
Don’t Call Me Bae: Are You Engaging or Annoying Your Customers? – Mindy Gofton
Affiliate marketing
Affiliate Marketing – what’s it all about? – Helen Southgate
Outreach marketing
How to produce creative campaigns worthy of BBC coverage – Marcelle Antunes
The missing link – How to make sure Journalists include links in their coverage – Hana Bednarova
How you can use automation to personalise outreach? – Simon Brisk
Paid social talks
Video: The Next Frontier in Marketing – Duane Brown
Facebook Ads: Turning on the Faucet Without Drowning – Susan Wenograd
Ridiculous to Sublime Paid Social: The story of the million dollar dog – Matt Beswick
Social media marketing talks
Does the Trump card always work on Social Media? – Luke Knight
Measuring the ROI of Social Media Marketing – Allegra Chapman
Broadening your social listening beyond your brand – Hannah Dempsey
Content marketing talks
Kick-Ass Strategies for a Customer Focused Content Plan – Laura Hampton
The Customer Disconnect: How Inside-Out Copy Makes You Invisible – Amy Harrison
ROI Measurement in Content Marketing – Chelsea Blacker
Blogging advice that’ll make your job easier – guaranteed! – Sam Charles
Content Optimization: How to Turn Readers Into Revenue – Shanelle Mullin
Why you Should Scrap your “Content” Budget Line – Rebecca Brown
Links, Log Files, GSC and everything in between – Jon Myers
Hygiene, and Hero: The Three Content Types You Need – Jade Tolley
Video strategy talks
What short form content means to ITN Productions – Jonathan Pascoe
The Youtube Potential: Why marketers are losing money from ignoring YouTube as a traffic source – Sam Hanni
Online PR talks
News hooks: what are they and how can you make the most of them in your digital PR and link building strategies? – Shannon McGuirk
How to package and pitch a story to journalists – Sophie Everett
How to Get Top Links With an Unknown Brand and No Budget – Bobbi Brant
Fundamentals of SEO talks
The small tweaks you need to be making to boost your existing rankings – Danny Richman
The SEOs Guide To JavaScript – Ric Rodriguez
Managing Multi-Location Listings in Google My Business – Nicole Bullock
Paid search talks
Top 10 AdWords Tactics for B2B Lead Gen Campaigns Jeroen Maljers –
How to use remarketing tactics to activate and enhance client retention Saija Mahon –
APIs in search talks
Performance-based optimisation using Google Search Console API – Kostas Voudouris
Using Natural Language APIs in SEO – Stephan Solomonidis
The future of search talks
Using Advanced Social Listening Techniques to Drive SEO – Daniel Rowles
Speak Easy – The rise of Voice Search – Saeley Jnr Johnson
Advanced keyword research talks
Tactical, Practical Keyword Research for Today’s SEO Campaigns – Stacey MacNaught
Answering The Public: How To Find Top-Notch Audience Insight in Search Data and How To Apply It – Sophie Coley
Scary SERPS (and keyword creep) – Kelvin Newman
Ranking factors talks
Increase your search engine traffic by up to 200% with this simple trick – Christoph Cemper
A different perspective on Ranking Factors – Jo Turnbull & Daniel Furch
Markup, User Driven Change, and Your Future: Do this today for success tomorrow – Duane Forrester
Ecommerce talks
Technical SEO for E-commerce at home and abroad – Emily Mace
What we have learnt from indexing over half a Billion products – Samuel Dean & Vlassios Rizopoulos
Top tips for using Google Shopping Ads – Ann Stanley
Onsite talks
SEO quick wins from a technical check – Chloé Bodard
How Google Tag Manager can help your SEO – Sébastien Monnier
On The Road to HTTPS Worldwide – Aysun Akarsu
SEO strategy talks
Agile marketing: A step-by-step guide – Olga Andrienko
The 7 questions you need to ask before you start digital marketing – Andi Jarvis
What makes a good SEO strategy? – Chris Simmance
SEO recruitment talks
How to Hire an Insanely Great SEO – Stephan Spencer
AMP talks
Setting AMP for Success – Aleyda Solis
Forget AMP – Make Fast Sites! – Jon Henshaw
R-AMP Up Your Mobile Content – The Accelerated Mobile Pages Roadmap – Danni Lapham
Marketplace optimisation talks
Getting a competitive advantage on eBay – Darren Ratcliffe
Amazon Sponsored Ads – Beyond Basics – Prabhat Shah
Web crawling talks
Robots: X, Meta & TXT – The Snog, Marry & Avoid of the Web Crawling World – Chris Green
How to optimise your Crawl budget – François Goube
Linkbuilding talks
Linkbuilding 2018 – Fili Wiese
Righteous Tips for Building Totally Excellent Local Links – Greg Gifford
Technical SEO
Quick and Dirty Server-side tweaks to improve your SEO – Peter Nikolow
Advanced Site Architecture – Testing architecture & keyword/page groupings – Dominic Woodman
Generational Cruft in SEO. There is Never a ‘New Site’ When There’s History – Dawn Anderson
Javascript and framework talks
Can Google properly crawl and index JavaScript? SEO experiments – results and findings –Bartosz Góralewicz
PWAs and New JS frameworks for Mobile – Emily Grossman
Using Open Source Software to Speed up your Roadmap – David Lockie
Online reputation talks
Harnessing your Online Reputation to win New Customers – Myles Anderson
Quality PR Linkbuilding – with Terrible Budget – Ben Harrow
GDPR preparation talks
Surviving the transition to the General Data Protection Regulation – Dorothy Agnew
International SEO
International SEO – Optimizing Your Site For a Global Audience – Cécile Monty
Web Governance in Multi-nationals – Gavin Colborne
Analytics talks
Convert with Intelligent Analytics – Tim Stewart
Summary
BrightonSEO is a great event for brands and marketing professionals across all disciplines, not just SEO specialists, and it's a key marketing conference for your calendar. It was great to be a part of the latest event and open some many people's eyes to the importance of focusing on the customer lifecycle, not just for email marketing but across all communication channels.
Download my talk slides here and get the chance to book a free 1-2-1 consultation with me!
Enchant Agency, is a leading email marketing consultancy, specialising in the customer lifecycle. We help brands to reach their potential and create big impact with customer-centric marketing strategies. Get in touch with our world-class marketing consultants and see how we can help you improve your performance fast!
