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Half-day Morning Workshop
Advanced Local Search and Social Strategies
8:00-12:00pm
Seventy-four percent of internet users perform local searches. Sixty-seven percent of consumers research online reviews of local businesses before making a purchase. Eight-eight percent of mobile searchers take action within the same day. What do these stats mean for your business? They mean that you can no longer view social media, local search and mobile marketing in isolation. Over the past year, these digital strategies have begun converging to form an extremely powerful method for increasing findability, generating leads and driving in-store traffic on a localized level.
» Full course and instructor details
Attend this workshop to understand how local search marketing, social media and mobile marketing are coming together, how you can leverage them for your national and local business, and what the future holds. National brands and multiunit business alike will benefit from the information shared in this webinar.
What you will learn:
- Optimization techniques for local map listings, helping to protect the integrity of your data and increase findability
- Insights on new Google+ Local pages, how they differ from Google Place pages and how local businesses should manage data on these pages.
- How to structure and optimize local pay per click campaigns to avoid overlap and generate store-specific traffic and sales
- How to develop localized content and engagement strategies to leverage social media
- Tips and best practices for reaching and engaging on-the-go consumers through their mobile devices
- How to integrate campaigns and provide a consistent user experience and message across all platforms
- Methods and tools for measuring performance and impact of social, local and mobile marketing efforts
- Industry insights and trends to predict and prepare for future initiatives in local, social and mobile
Instructors:
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Half-day Afternoon Workshop
Strategies for Researching, Creating, and Promoting Quality Content
1:00-5:00pm
Got content? Need more content for your website? Not only to comply with the latest search engine algorithm updates, the right quality content on your website is a must if you are going to attract the right visitors.
This four hour, hands-on training session, you will learn how to identify the right content topics for your website through keyword research and web analytics. Once you understand which content you need, we will discuss options for creating or hiring someone to create the content. You will then learn the proper way to promote that content to receive the maximum SEO benefits.
» Full course and instructor details
After attending, you will be able to:
- Understand why quality content on your website is essential to ranking well in the search engines and attracting the right visitors
- Identify quality content topics for your website based on keyword research and a review of your web analytics
- Perform competitive content research in order to identify content topics that are missing from the web and find out how much content you really need to compete
- Understand the types of content that every website should have, regardless of your industry
- Write an action plan for creating content for your website
- Understand how to promote your content properly in order to get it noticed
Who Should Attend?
Anyone who is responsible for your website's content strategy or who works or manages search engine marketing at your agency or organization should attend this session. This includes:
- Marketing Directors
- Search Engine Marketing Managers
- Search Engine Optimization Specialists
- Content Creators
- Website Managers
This 4-hour training session is designed for those who are new to search engine marketing as well as advanced search engine marketers.
Instructor:
Bill HartzerDirector of Search Engine Optimization, StandingDog Interactive
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Half-day Morning Workshop
Social Analytics For Data-Driven Marketers
8:00-12:00pm
Tired of people asking if it's possible to make money in social? Most marketers who believe social isn't profitable are not measuring relevant KPIs or worse, expecting unattainable results. The good news is social media is incredibly valuable and can be measured.
» Full course and instructor details
Join Merry Morud for a no holds barred deep dive into:
- Nodes of social media profitability, from PR to sales
- Measuring social ROI against KPIs
- Channel & platform specific analytics tools for data driven social media marketers
- An overview of the social media measuring tool universe from the free to elite
- Recommendations to construct a social analytics toolkit
- Case studies: stories of major social media wins & crumbling failures
Instructor:
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Half-day Afternoon Workshop
B2B Online Marketing
1:00-5:00pm
Let's face it, B2B marketing is different from B2C. The sales process is complex, the ultimate decision maker is hard to find and there is no place to enter your credit card online. Some of the same online marketing tactics that you are taught in most sessions can be applied in B2B, but in most cases you need to vary your approach.
» Full course and instructor details
This training session will teach you the tools and tips that will get your B2B company ahead of the curve. We will show you not only how to build the right metrics and exceed your goals, but how to make yourself an irreplaceable asset with this conference designed specifically for B2B professionals.
This B2B Online Marketing Training includes:
Driving Qualified Traffic with Paid Search
- Connecting the online and the offline
- Using search for awareness and demand generation
- Building your bidding strategy
Driving Conversions with Paid Search Traffic
- Creating compelling landing pages
- CRM integration
- Collaboration with sales to prioritize leads
Organic Search
- Selecting targeted keywords
- Building links
Social Media
- Using social advertising to grow reach
- Engaging with your audience
- Tracking social media
Display and Retargeting
- Building brand awareness
- Driving demand generation
- Maximizing ROI
Instructor:
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Full Day Workshop
Email Marketing: Driving 51% Engagement
8:00-5:00pm
There are 11 key drivers of email marketing success. This workshop will offer real case studies and lessons learned on mobile, segmentation, personalization, intelligent preference centers, testing, transactional focus, deliverability, social media, and really engaging content.
» Full course and instructor details
Workshop Objectives:
This workshop will provide you with practical advice and proven tactics to help enhance your engagement via email marketing. It will also teach you how to leverage mobile and social.
What the workshop will cover:
- Good, Bad, and Ugh-ly: What were they thinking? Lessons learned from some of the best and worst email campaigns from 2011.
- Advanced Strategies to Grow Your Email List: How to develop a consumer-generated list growth strategy that leverages all your channels.
- Capturing and Leveraging Consumer Preferences: How to capture stated, observed, and implied preferences to drive engagement.
- Nine Segmentation Strategies: Absolute to advanced, these strategies are a must for you to achieve true 1:1.
- Tips on Stand-Out Creative and Effective Copy: Essential and advanced elements of creative and copy that drive superior results.
- Creating Messages for Every Occasion: How to leverage reason - season - lifetime to create informational, transactional, and marketing messages for your consumers.
- FISA, CAN-SPAM, Privacy, ECOA, Do Not Track Registry, List "Rentals," and Security: Making sure that you are compliant with the law, protecting consumer data, and following proper etiquette.
- Reading Reports Correctly: 11 key reporting metrics that will help you drive superior campaign results.
- How to Use Mobile and Mobility: Your consumer is mobile and the smartphone has many options. Best practices to tie in mobile to your email communiqués.
- The Best Way to Leverage Social Media: You can use social to grow your influence, learn more about your consumers, and improve your overall email engagement.
- Solving the Deliverability Conundrum: Tips on improving deliverability, ways to circumvent issues, and how to solve deliverability problems with ISPs.
Leading this workshop will be ClickZ columnist and NCR digital evangelist Sundeep Kapur. He will leverage his personal experience of sending over 10 billion consumer messages to highlight must-do's for your 2012 digital marketing campaigns.
Additional Workshop Deliverables:
You will walk away with invaluable tips and specific tactics that will help you adjust your email strategy to meet your strategic goals. Additionally, we will also provide you with:
- 13 Step Checklist to #Jumpstart Your Social Media
- How to conduct an Email Audit
- Design best practices white paper
Instructor:
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