MnSearch is honored to host Rand Fishkin, Co-Founder of SparkToro for our February event. A few companies control the overwhelming majority of traffic, advertising, and attention on the web, and increasingly, they don't like to share. As marketers, we still have a chance to take advantage of the opportunities provided by Facebook, Google, Apple, and Amazon, but the threat of monopoly power has never been greater. Thus, we need to find new, creative ways to reach our audiences *directly* through the people, publications, and sources of influence that reach them. In this presentation, Rand will show ways to use ads, content, digital PR, and outreach of all kinds to work around the barriers the tech giants are erecting and build more effective marketing strategies.

KEY TAKEAWAYS

• How to audit your advertising spend so you're not inadvertently wasting money on Google, Facebook, and other ad networks
• How to uncover where your audience engages, so you can reach them directly in those places, and boost your brand recognition (which will bump up branded search and organic/paid CTR)
• How to do more creative, more likely-to-move-the-needle outreach so you're not stuck in the tired 1-in-1,000 link request trap

We will be emailing all participants the Zoom the day of with login information.

AGENDA

• 6-6:30 p.m. - Virtual Happy Hour
• 6:30-7:15 p.m. - Algorithms & Incentives: The Secret Forces that Shape Marketing in 2021
• 7:15-7:30 p.m. - Q&A + Discussion

ABOUT THE SPEAKER

Rand Fishkin is the cofounder and CEO of SparkToro. He’s dedicated his professional life to helping people do better marketing through his blogging, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s most likely to be in the company of his partner in marriage and (mostly petty) crime, author Geraldine DeRuiter. If you feed him great pasta or great whisky, he’ll give you the cheat code to rank #1 on Google.