Start Up Week Recap: UX, SEO, FB Ads, FB Live, EVERYTHING I learned from just 1 Day


Start Up Week Recap:

UX, SEO, FB Ads, FB Live, EVERYTHING I learned (and I only attended 1 day)

So I purchased a one-day ticket for San Diego's Start Up Week on a whim a few days ago. *Now realizing it probably wasn't a whim, but instead some very sneaky facebook marketing tactics* and I am SO GLAD that I did! 

I always have loved school and loved learning. When I graduated college, I remember telling my mom that I was sad that I wasn't going to be 'learning' anymore. She assured that this wouldn't be the case and that I could be a sponge to anything I wanted, I just had to get myself there and HOLY SMOKES today was one of those days! 

Woke up bright and early with a 5:30 am alarm, out the door by 6 to head downtown (from North County). Got there early enough to get breakfast at Lofty (my fave) and head up to the 33rd Floor of Symphony Tower for our second June meeting of the month for Denizen: Business Builder. Shout out to Braden Drake Law for a killer presentation on quarterly tax payments. 

From there, checked in Downtown at WeWork, got my very official badge and started on my way to events. San Diego Start Up Week provided a super helpful free app that told you what all the speaking events were (250+), where they were taking place and color coded them per industry. 

Presentation #1: UX AND AGILE by Sean Van Tyne @ Moniker Warehouse

When's the last time you were really in over your head and were totally lost? For me it was this presentation. I am NOT a UX (User Experience) designer nor did I know what Agile was so I just took a ton of notes to see what I could retain. Here's what I thought was helpful even though I didn't really know what was going on! 

  • The UX process is iterative, incremental, and collaborative 
  • Agile is a Software Development methodology that believes in the following principles that value: a) individual interactions > processes and tools
    b)working software > documentation
    c) Customer collaboration > contract negotiation
    d) responding to change > following a plan
  • UX design should always be finding a solution to a problem
  • To find out if UX is working you have to ...
    a) analyze your competitors
    b) ask questions (contextual inquiries)
    c) create personas to understand user/customer challenges and motivations
    d) Journey Maps - create scenarios and goals for your user customer from first interaction to final sale

One of my favorite takeaways was explaining the difference between 'Golden Rule' and 'Platinum Rule.' The Golden Rule is to treat others how you want to be treated. The Platinum Rule is to treat people how they want to be treated. We do this as marketers by understanding their wants and needs creating a "Customer Experience Revolution". 

Presentation #2: SEO 101 & OPTIMIZING YOUR WEBSITE by Jasmine Pascal and Monica Moon from Elevated Internet Marketing @ Moniker Warehouse

This presentation was much more interesting to me particularly because I have been doing so much website design recently. Here are the takeaways (although I could go into much more detail!)

  • SEO (Search Engine Optimization) is the idea that the text on your website will have a direct effect on how you are organically ranked on search engines. This is done by keywords used in strategic spots of your website so that the people who are searching for you can find you! 

  1. SEO is integrated in the design process - through the sitemap, information architecture, hierarchy of information and within the wireframes and UX
  2. Maintain website authority of URLs It is important to make sure that if you are switching domain names that your existing SEO carries over from your last site. You can do this with a 301 Redirect so that your spot is maintained on SERPs (Search Engine Result Pages)
  3. Migration of Content - Your content should be accessible via the keywords specific to your product or service
  4. Put your website content on the pages that matter most -  Your home page should contain a good number of your keywords. Service based websites should use story telling tactics where as ecommerce might have less text content and more visual information with keywords in 1-2 sentences of copy. Also, the H1 (title type) of your website should contain keywords and so should your 'Alt Image' descriptions. 
  5. Mobile Friendliness is Crucial - with almost all of us doing some about of content consumption via out phone, it is super important that your website is functional from mobile devices. It is important to avoid too many popups because it covers up your important keywords on your homepage! Especially on mobile. 


This one was SUPER INFORMATIONAL and really helpful to get to know the nitty gritty about social media ads. Here's what I learned:

  • Start Ups often face challenges when they try and create their customer avatar and learn about their target market
  • Marketing Intelligence is made up of...
    a) Finding out where competitors get traffic (tools for this include Moat, SEM Rush, SpyFu and Shopify Inspector)
    b) development of the customer avatar
    c) growing business at a slower risk by narrowing in on target sooner

He spoke for a good amount of time about Facebook Pixel, which I had no idea existed. Basically its a few lines of code that you can add to your website that runs analytics on everyone that visits your website and aggregate what they like, what their behaviors are, their age, gender, etc. This can also detect your # of page views, the revenue you've earned from those views and what device they are viewing your site from. All of this information becomes data that you can use for targeted ads via Facebook. 

Say hello to big brother because know your facebook knows when you're going on vacation, what you are talking about over messenger and when you go to bed. 

From this information you can make a facebook campaign. Campaigns should have a specific goals. There are three categories of campaigns:

  1. Awareness Campaigns: for branding and research
  2. Consideration Campaigns: to drive traffic, engagement, app installs, video views, and lead generation
  3. Conversion Campaigns: to convert the consideration crowd into sales and store visits

There are also 3 Campaign Types:

  1. Core Campaigns: target via interests, behaviors, age, gender, zip code, etc. 
  2. Custom Campaigns: this is an advanced version of a core campaign + the information you are gaining from Pixel, Newsletters, Email lists, etc. 
  3. Lookalike Campaigns: These use facebook's artificial intelligence to target people that look similar to your active prospects. 

Lastly, this brings us to the Customer Equation which is really just the 'Customer Lifetime Value' - 'Customer Acquisition Costs'. There are plenty of companies that lose money on the front end but make it up when 15%, 10% or even 5% of their market convert to sales down the road. It's all about setting up the right sales funnels, upsells and targeted ads to hit the right people at the right time and convert them to customers. 


There are plenty of benefits to growing your biz IRL. (Why I love networking events). Here were the takeaways for creating a successful campaign:

  1. Clear Goals
  2. Defining a Persona
  3. Setting Up Marketing Funnels
  4. Offer/Creatives - What are you giving and what does it look like? Design of the Ads and A/B testing
  5. Building a Landing Page
  6. Clear Copywriting
  7. Targeting
  8. Tracking
  9. Optimizing

The most successful Facebook ads do this:

  1. Clear and concise headline
  2. Present a problem that needs to be solved
  3. Present a solution to that problem
  4. Lean on social proof for credibility
  5. List out benefits of that particular solution
  6. Have a clear CTA (Call to Action)

Lastly the Marketing Funnel goes something like this: 

Top: Engaging Content, Publishing (Blog + Conversion), Pay Per Clicks

Middle 1: Engaging Content, Landing Pages, Remarketing, CTA

Middle 2: Engaging Content, Meetings in person, Emails

End: Engaging Content, Email and Social Media

All of these strategies lead to: Conversions, $$$, Lifetime value, credibility, sales, and data on which traffic sources drive the most conversions, making sure that you are continuing to invest in those opportunities instead of spinning your wheels on avenues that aren't bringing you dat money. 

Presentation #5: HOW TO USE LIVE VIDEO FOR YOUR STARTUP PANEL by Jenn Herman (Jenn's Trends), Rene Banuelos (22 Social), Amanda Nelson (SD Chamber), Derric Haynie (Vulpine Interactive) @ Pendry

This talk was interesting because facebook and instagram live have been things I've thought about adding to my repertoire. Here were the takeaways about using live video for business:

  • it should provide value for your customer/consumer
  • use live video as a learning experience for yourself to learn more about your market
  • every connection can serve as an individual warm lead thanks to the instant messaging features via live video
  • questions asked can be recycled into topics for other live videos
  • you can see who is consistently viewing your content and sticking around to see it
  • Instagram stories now saves your live broadcast for a full 24 hrs
  • think of live video simply as a way to build your brand and build your direct relationship to your clients
  • live broadcasts do not have to be planned or rehearsed, but remember that listening to only one person drone on can be kind of boring
  • don't expect to get ANY viewers the first few times
  • ask your community about what they want to learn, know, get, etc. 
  • Be HONEST even when things don't go according to plan
  • the more you practice, the better you get, the better you get, the more people tune in  

Honestly this is BARELY scratching the surface and this is straight up a synopsis of the pages and pages of notes I took at this thing! If you have more questions or want me to explain something more please don't hesitate to contact me directly at!