I had the opportunity to attend yesterday’s MozTalk Philly, Building Brand Value and Customer Loyalty, at Seer Interactive (@SeerInteractive). First, let me say the Moz (@Moz) and Seer teams went above and beyond with the overall event.
The speaker lineup was excellent, the location was outstanding, and the price, $20, was unbeatable. Additionally, the 7th floor location provided an amazing view of the Philly skyline.
The Importance of Brand Value
Each of the 4 speakers did an excellent job examining how to improve brand value and customer loyalty from a different perspective. Adam Melson of Seer provided an excellent example of how a broken customer experience chain could cost a company millions. Erin McCaul of Moz demonstrated how a company’s customer service department should ideally be integrated into all facets of the organization. She even mentioned that at Moz everyone handles customer service at least once a year.
Purna Virji of Microsoft provided some excellent insight into how companies need to position their PPC ads to gauge consumer sentiment. Wil Reynolds of Seer examined how today’s SEOs need to reexamine what is actually of value. He provided excellent examples of how gaining links may not translate into more revenue for a company.
All of the presentations reinforced that growing a brand is more than just great digital marketing, it’s all about providing value for your customers and potential customers. Below, I curated some tweets from the event that provide an excellent glimpse into the event.
In addition to the excellent food and drink available before and after, Moz was also offering a free ticket to MozCon 2016 for the best answer to the question,
What Is Your Best Tip For Building Brand Loyalty?
The best tip for building brand loyalty is always under promise, over deliver for your customers. #MozTalk
- Joshua Davidson (@dasjoshua) April 12, 2016
Looking to build brand loyalty?
Empower your people to decide; empower your people to treat every customer like your top customer.#MozTalk
- Matthew Mailloux (@matthewmailbox) April 12, 2016
Build brand loyalty with honesty, consistent messaging, multi-touch interaction and above all else a unified mission users support #moztalk
- Hannah Cooley (@hccooley) April 12, 2016
Brand loyalty = become your customer. Take yourself through their purchase journey. Uncover & fix pain points then drive value #moztalk
- Gaetano (@gaetano_nyc) April 12, 2016
Build brand loyalty by focusing on your best customers! Show them you care, wow them at every step and build brand ambassadors #moztalk
- Andrew Meyer (@AndrewMeyer8) April 12, 2016
"How do you build brand loyalty?" Be human - empathize with and delight your audience through meaningful interactions #MozTalk
- Kati Polaski (@KPO_tweets) April 12, 2016
The best tip for building brand loyalty is: "Give a shit" if you actually care about your customers and employees you'll win. #MozTalk
- Jeff Gibbard (@jgibbard) April 12, 2016
Q: whats your best tip for building brand loyalty? Be yourself, transparent and truthful. #moztalk
- Dave Roesch (@dave_roesch) April 12, 2016
Build brand loyalty by making customer experience, not just service, the core focus of your company. #moztalk
- Jason Bauman (@JasonB_TI) April 12, 2016
Best tip for brand loyalty is consistently good customer service. Your customers promoting your brand is worth all the marbles. #MozTalk
- Jeshanah McLeod (@jeshanahm) April 12, 2016
#moztalk best way to build brand loyalty - communicate communicate communicate. Among your teams, with your customers and your consumer.
- Shivanihappens (@shivanihappens) April 12, 2016
Branding & Revenue Wins That Ignore Traditional SEO with Adam Melson (@adammelson)
Understanding customers and how they interact with your digital presence is more important than ever. Defining the value that your company provides and getting in front of customers can be the difference between a solid few months or a year of struggling for a business.
Adam will highlight examples of squeezing the most out of your SEO strategy, focusing beyond simple rankings, but scoping in on the actionable opportunity to be found and get the conversion.
Ask about customer experience and what you hear is…crickets. Great point, love the slide @adammelson #MozTalk pic.twitter.com/7NGeDJ0yRL
- Purna Virji (@purnavirji) April 12, 2016
Type in Reddit and your keywords, is there search volume, then go participate! Buy an ad. #moztalk pic.twitter.com/prR2xZoAzc
- Wil Reynolds (@wilreynolds) April 12, 2016
Watching @adammelson Chef up some marvelous marketing tips #moztalk pic.twitter.com/la0YNW0LjA
- MyCool King (@iPullRank) April 12, 2016
.@adammelson: Measure all the things (if you're not tracking it, you can't know if something is a success or failure) #moztalk
- Lauren Grabowski (@up_for_GRABS89) April 12, 2016
Customer Engagement: Why Your Help Team Should Have a Seat at the Table with Erin McCaul (@eray_mccaul)
Welcome aboard Starship Dinosaur Party (aka the Moz Help Team)! On our voyage together we’ll look at the important role your customer support teams play in your customers’ engagement with your product and your brand.
More importantly, we’ll explore channels you can use to get valuable data from your support teams, and avenues you can create to make sure they have a seat at the table. Much like the Federation’s alliance with the Klingon Empire, this communication and partnership can only mean good things for your business and customer universe.
Build brand loyalty by informing, surprising and delighting your customers. #moztalk
- Sunshine Symphony (@SunshineSymph) April 12, 2016
Bad customer services is not the story you want a brand to tell. @eray_mccaul #moztalk
- Casey Henry (@caseyhen) April 12, 2016
Bad customer service will gain an evangelical following - and not the good kind. @eray_mccaul #moztalk pic.twitter.com/jXxZMqhb3B
- Purna Virji (@purnavirji) April 12, 2016
Deliver a superior customer experience. Find new and unique ways to go above & beyond to keep customers happy and engaged. #moztalk
- Matt Boaman (@mboaman) April 12, 2016
Customer support is reactive (like Scotty from Star Trek; customer success is proactive (like Spock) #MozTalk pic.twitter.com/vXCoGdCN1K
- Lauren Grabowski (@up_for_GRABS89) April 12, 2016
#moztalk loyalty is about having someone's back…brand loyalty…having your customer's back, is about being responsive, caring, and honest
- Andrew Collier (@CollierAndrewL) April 12, 2016
Clever Ways the World’s Most Valuable Brands Use PPC with Purna Virji (@purnavirji)
How can PPC help you build your brand and foster customer loyalty? Purna will share 3 different ways - with specific examples - that some of our best-loved brands leverage PPC to win hearts and dollars.
Crazy growth in question searches YoY from @Microsoft data #MozTalk pic.twitter.com/KVX9sMXA9F
- Cori (Shirk) Graft (@corisgraft) April 12, 2016
Order of question words and customer readiness to purchase @purnavirji #moztalk pic.twitter.com/E9Hbddah2l
- Adam Melson (@adammelson) April 12, 2016
Consider how voice searches can have different intent and (mis)spellings per @purnavirji #moztalk #PPC pic.twitter.com/ffPc0zdrPG
- Martin Weinberg (@MartinWeinberg) April 12, 2016
Mobile voice search is 3x as more likely to be local- because people are on the go #moztalk pic.twitter.com/kbXuDS6hgd
- Lauren Grabowski (@up_for_GRABS89) April 12, 2016
"A good brand has to show that they care." @purnavirji #moztalk #branding pic.twitter.com/MNXwZiqZL1
- Jeshanah McLeod (@jeshanahm) April 12, 2016
A Modern SEO’s View on Authority vs. Trust with Wil Reynolds (@wilreynolds)
Still think you need high Domain Authority or more links to win? Wil will make you reconsider. Instead of authority metrics and link totals, he’ll walk you through how to look at the SERP beyond rankings to find both who is trusted and how Google is interpreting that trust. He’ll also touch on how machine learning and query refinement should impact your content strategy.
Being popular does not mean that your website is necessarily trusted. #moztalk
- Casey Henry (@caseyhen) April 12, 2016
DA vs authority in your domain. Stop looking for just a number @wilreynolds #moztalk
- Adam Melson (@adammelson) April 12, 2016
Popular vs. trusted. Think about it. Excellent point by @wilreynolds #moztalk pic.twitter.com/5AFD8L9mBw
- Purna Virji (@purnavirji) April 12, 2016
New metric @wilreynolds. #moztalk pic.twitter.com/gs1SGY6RI6
- Jeshanah McLeod (@jeshanahm) April 12, 2016
Tweets and DA don't pay the bill$. -@wilreynolds #moztalk
- Kierston Anderson (@KierstAnderson) April 12, 2016
"The value of a visitor can't be zero." - @wilreynolds at #moztalk #preach
- Alisa Scharf (@alisa_scharf) April 13, 2016
Great advice from @wilreynolds about how to value your #SEO efforts. #MozTalk pic.twitter.com/RLkp3L9GeZ
- Kevin OBrien (@kobrienwhy) April 13, 2016