Kelly Pagac recently received an SMBMad scholarship to Wisconsin SBDC’s Digital and Social Media Marketing Conference. Below, Kelly provides a summary of her experience. 

Hi! I’m Kelly Pagac, social media marketing manager at 100state Coworking, and I’m buzzing to share my takeaways from this game-changing event. Thanks to Social Media Breakfast Madison, I snagged a ticket to this knowledge goldmine.

Picture 30 passionate digital enthusiasts devouring the latest, from content creation to e-commerce, AI, and SEO mastery. The air crackled with excitement.

I’ll unpack the pivotal presentations that reshaped my marketing mindset. From James Roloff’s digital selling wisdom to Brian Lee’s content marketing and SEO masterclass, each session was a game-changer.

Complacency is kryptonite in digital marketing. Survival demands constant evolution, which propelled me to the Wisconsin SBDC’s conference on Digital and Social Media Marketing in December.  Promising cutting-edge trends and fresh insights, it couldn’t have been more timely.

Grab your notebooks – we’re diving into the presentation’s treasure trove of inspiration and innovation.

Presentation 1: Digitally Transform the Way You Sell

Presenter: James Roloff, Roloff Consulting

• Understanding Buyer Personas and Crafting Resonant Content:

James Roloff highlighted the pivotal role of understanding buyer personas and crafting resonant content. The focus was on tailoring content to meet the needs and preferences of the target audience in the digital landscape.

• Digital Sales Funnel Development:

James delved into the intricacies of digital sales funnel development, emphasizing the shift from analog approaches. He discussed how customers predominantly initiate their journey through online searches and social sellers play a crucial role in this digital landscape.

• Building Trust through Educational Content:

A key takeaway was the emphasis on building trust through educational content. James suggested businesses can enhance their reach and make lasting impressions by positioning themselves as trusted advisors rather than conventional salespeople.

• Defining Ideal Buyer Personas:

James underscored the importance of understanding the “who” behind the ideal customer. This involves delving into details like names, age, location, industry, and pain points. Creating buyer personas based on top customers emerged as a valuable strategy.

• Crafting Content for the Buyer’s Journey:

Understanding customer personas and tailoring content to address their needs and pain points was crucial in digital sales. The Content Matrix was introduced as a powerful tool for identifying different stages of the buyer’s journey.

Presentation 2: To Amazon or Not? Understanding E-Commerce Options for Small Businesses

Presenter: Rick Yoda Wingende

• Balancing Act in E-Commerce Strategies:

Rick emphasized the need for small businesses to strike a balance when considering where to sell their products. The discussion revolved around selling through a proprietary website, utilizing Amazon’s vast reach, or potentially exploring a hybrid approach that incorporates both.

• Marketplace Insights and Customer Trust:

Understanding the customer journey in the e-commerce realm was a central theme. Rick urged businesses to explore alternative platforms beyond Amazon, emphasizing the importance of comprehending customers’ diverse paths as they discover and interact with companies online.

• Trust-Building and Customer Service Strategies:

Trust-building took center stage in Rick’s insights. Prioritizing website security, offering timely responses, and transparent pricing strategies were critical elements in fostering customer trust in the competitive e-commerce landscape.

• Strategic Considerations for Small Businesses:

Rick’s presentation provided valuable insights for small businesses entering the e-commerce arena. It illuminated strategic considerations for effectively navigating the complex web of digital marketplaces.

Presentation 3: How Marketers Can Drive Success with AI

Presenter: Sam Leary, Markitini Media 

• AI Adoption and Transformative Potential:

Sam underscored the critical importance of proper training and allocating resources for small businesses to harness the power of AI effectively. The session emphasized the need for companies to equip themselves with the knowledge and tools necessary for seamless integration.

• Generative AI Applications and Versatility:

The presentation illuminated the potential benefits and challenges associated with generative AI. Sam encouraged exploration into applications like creating new data, enhancing images, and driving decisions, showcasing the versatility of generative AI for improved creativity and decision-making.

• Demystifying AI for Small Businesses:

Sam’s presentation not only demystified the complex landscape of AI for small businesses but also ignited a forward-thinking perspective on how businesses can embrace and harness the power of AI to drive success in the ever-evolving digital landscape.

• AI Tools for Data Analysis and Learning:

Sam discussed the benefits and risks of AI on the workforce, emphasizing the need for proactive adoption to stay ahead and prepare students for the challenges and opportunities it presents.

Presentation 4: How to Get Started with Content Marketing/SEO

Presenter: Brian Lee

• Content is King and SEO Mastery:

Brian echoed the timeless mantra that “Content is King.” The presentation prioritized generating new, valuable content while optimizing websites to align with search engine algorithms.

• Podcasting Strategies and SEO Fundamentals:

Navigating the crowded podcast market requires a strategic approach, and Brian highlighted vital strategies. Consistency in publishing, a niche focus, and creating engaging content emerged as crucial elements to stand out in the competitive podcasting landscape.

• Practical Insights into SEO:

Brian demystified the realm of SEO, offering practical insights into outbound marketing, keyword research, and backlink building. These strategies were presented as essential tools for businesses aiming to elevate their search engine rankings.

• Implementation Roadmap for Businesses:

Brian’s presentation provided a roadmap for businesses looking to venture into content marketing and SEO. It gave attendees actionable strategies to navigate and excel in the ever-evolving digital landscape.

Integration at 100state Coworking:

As the social media manager for 100state Coworking, the takeaways from James Roloff’s presentation guide my approach toward fostering a more engaging and dynamic online presence. 

Embracing James’s emphasis on consistency, we plan to elevate our daily posting strategy across social media platforms, providing valuable content that resonates with our diverse community.

Short-form videos will take center stage, offering visual glimpses into our coworking space, community events, and member success stories. Collaborating with key industries aligns seamlessly with our commitment to inclusivity, and we eagerly anticipate exploring partnerships that mutually benefit our stakeholders.

Additionally, Brian Lee’s insights into content marketing and SEO inspire us to optimize our website content strategically. We aim to enhance our search engine rankings and improve discoverability by aligning with relevant keywords. Brian’s podcasting tips have sparked the idea of launching a series that delves into member stories, industry trends, and the future of coworking.

These implementation strategies underscore our commitment to staying ahead in digital marketing while upholding our core values of community, collaboration, and innovation. 

A sincere shoutout to Social Media Breakfast Madison for the generous scholarship! This conference has been a game-changer, and I am incredibly thankful for the opportunity. I’m excited to integrate these innovative ideas into our marketing efforts for 2024!

If you are interested in upcoming conferences by the UW-SBDC, visit their website at: https://sbdc.wisc.edu/digital-marketing-social-media-conference/

If you are interested in learning more about Social Media Breakfast Madison’s Scholarship opportunities, go to: /scholarships/