Onsite Training is included in the All Access Pass; participants may also register for Training independently.
These workshops provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. This in-depth training in a small class setting ensures that your instructor is accessible for informal one-on-one or small group discussions. Whether you are a consultant, site designer, website owner, or in-house marketing professional, this is an opportunity to experience firsthand the latest developments in search and social media. Regardless where you are in the SEO & SEM process, you will leave these intensive workshops with the necessary skills to improve your business results and take online marketing to another level.
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Full Day Workshop
Email Marketing: Driving 51% Engagement
8:30-5:30pm
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 2013 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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Half-day Morning Workshop
How to Collect, Interpret and Use Your Web Analytics Data
8:30-12:30pm
You've built your Web site. Now what? Is it generating revenue or is it still a cost center? Are people coming? Once they come to your site site, what are they doing? All these questions can be answered by interpreting your Web analytics data.
» Full course and instructor details
This 4-hour training session will take you beyond the simple basics of checking web stats. You'll learn how to determine KPIs based on your business organization and tactics to measure them across multiple channels from search to social to online and offline campaigns.
What you will learn:
- A brief overview of Web metrics
- Determining useful metrics
- What metrics to include as part of your KPIs
- How to interpret KPI data to make business decisions
- How to determine conversion attribution from multiple channels
- How do dashboard and report your results
Who Should Attend?
This workshop will best suit individuals who have basic understanding of how to read your Web site statistics. This workshop will focus on intermediate skills and strategies, whith a handful of advanced nuggets to make you an data-driven, decision-making rockstar.
- Marketing directors
- Search marketing managers
- In-House search engine optimizers
- Content creators
- Sales managers
- Web site managers
- Both novices and newbies
Instructor:
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Half-day Afternoon Workshop
Adaptive Agile Marketing
1:30-5:30pm
Agile Marketing is one of the hottest industry trends in 2013. But there's more to Agile Marketing than Sprints, Backlogs, and Standup Meetings. An effective Agile approach helps marketers to better collaborate, focus on the needs of the customer, and steer campaigns while they are running to increase conversion rates. This Adaptive Agile Marketing Workshop teaches you the basics of agile marketing for integrated, connected, and digital marketing channels. This workshop covers the details you need to fulfill or support the role of Agile Marketer.
» Full course and instructor details
Goal for Participants:
At the end of this workshop, you leave understanding:
- What Adaptive Agile Marketing is and why it trumps other marketing management strategies
- How to successfully increase the agility of existing marketing campaigns
- The specific, cyclical steps a marketing department needs to implement for marketing agility
- How to collaborate with your customer in a way that generates profits faster
- How to improve the execution of marketing campaigns by using agile techniques - agile principles, Scrum, Backlogs, etc.
- The importance of mid-campaign modifications and end of campaign reflection
Who should attend?
Any Marketing team member or Product team member. Attendees should have a basic understanding of marketing campaign creation. No understanding of agile techniques is required.
Instructor:
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Half-day Morning Workshop
Content Marketing: Implementing a Winning Program
8:30-12:30pm
So, you've been hearing about content marketing for years. You're convinced that it's important for your business or your clients. You know that unless you provide valuable information for your audience, someone else will. Maybe you've even been engaging in content marketing already. But you really want to know how to do it better.
» Full course and instructor details
You want to know:
- How can you discover the problems and issues your audience faces?
- How can you continuously create new, high-quality content that your audience values?
- How can you get the attention of your audience for this great content?
- How can you measure the success of your content marketing campaign?
This four-hour training session will answer those questions and more. If you know that you need better content marketing, but you don't know the steps to get there, this class is for you. We won't waste time convincing you that content marketing is important. Instead, we'll walk you through the techniques that will make your content marketing a success. We'll look at real-world examples from B2B and B2C companies. We'll help you to use your own organization (or that of your clients) to apply what you learn to your own content marketing strategy and tactics, leaving with action items to improve your content marketing immediately.
After attending, you'll know how:
- Inexpensive online techniques allow you to research the topics your audience cares about
- Time-tested techniques used by commercial publishers for decades create a steady stream of high-quality content that captivates audiences
- Direct marketing techniques test your content marketing concepts to pick the winners
- Google, Facebook, and other gatekeepers decide whether your content is any good
- Search marketing, social media marketing, and other attention-getting techniques help your audience discover your great content
- The experts in your organization can be motivated to do the bulk of the content creation
Who should attend?
Anyone who works in or manages search marketing, social media, or content development in your agency or organization. This session is designed for the person who is convinced of the importance of content marketing but needs the practical steps to succeed.
Instructor:
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Half-day Afternoon Workshop
Advanced Keyword Research & Management
1:30-5:30pm
Google Instant, Bing's intent-based results and Social Media are creating a need for a new generation of keyword research, expansion and modeling techniques. This workshop will guide you through ways to integrate and analyze data from search, social and traditional media to identify new opportunities and revenue streams.
» Full course and instructor details
Using provided worksheets, your data and these new techniques you will leave the session with actionable insights, new keyword opportunities and a radically different perspective of how to leverage and manage the gold mine of data you already have in your organization.
We will walk through the fundamentals of keyword research and then quickly move into techniques for mining and managing your keywords to identify missed opportunities and create actions that will increase the overall performance of your digital marketing activities.
After attending, you will be able to:
- Understand the role of Keyword Management and Modeling and how it can positively impact Search, Social and Traditional media campaigns
- Develop, refine and maintain a master and tiered set of keywords them align them to search intent and buy cycles that will energize your programs
- Analyze and prioritize keywords into opportunity and value tiers to focus resources, budgets and content creation efforts
- Leverage the modeling worksheets and available tools to find gaps in your keyword set and low handing fruit
- More effective ways to communicate the need for aggressive keyword management in your organization and the benefits that can be achieved.
Who should attend:
Anyone who works in or manages Search Marketing, Social Media and Content Development in their agency or organization. This session is designed for the beginner and advanced alike since few take this advanced approach to researching, managing and modeling their keywords today.
*Please note that to get the maximum benefits of this course, it is recommended that you bring a laptop or tablet device with you to the training.
Instructor:
Bill HuntSES Advisory Board; President, Back Azimuth Consulting
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Half-day Morning Workshop
How to Create a PPC Management Master Plan
8:30-12:30pm
This workshop is geared toward people who are already familiar with PPC. As you know, there are hundreds of details that need to be managed when running a large or even a small PPC campaign. Successfully managing a PPC campaign is more than just conducting keyword research and writing ads; it involves task prioritization, effective communication, and continuous innovation. This workshop will help you create a plan to keep your PPC management fresh and effective.
» Full course and instructor details
Why this workshop is important for your PPC campaign:
Without a clear vision to direct your optimization and expansion, your campaigns may not mature and improve over time. The objective of this workshop is provide you with a game plan for managing and optimizing your PPC campaigns, getting the best out of your PPC team, and communicating effectively with your clients or company executives.
What you'll learn during this workshop
- How to get the most out of yourself and your PPC management team
- How to prioritize tactics for your PPC campaign
- How to determine a long-view strategic plan for campaigns
- How to create a schedule for regular campaign optimization
- How to make changes to accounts faster
- How to avoid analytical overload and tactical lethargy
- How to keep yourself and your team motivated and inspired
- How to find tools and resources for team management
- How to communicate clearly to executives and/or clients
- How to hire and retain awesome PPC team members
- How to keep up with industry trends and new developments
Instructor:
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Half-day Afternoon Workshop
Mobile & The New Frontier: Amplifying Consumer Engagement throughout the Path-to-Purchase
1:30-5:30pm
In this fast-paced workshop we'll learn about the mobile consumer and the fundamentals for developing successful relevant, engaging, real world mobile-enhanced marketing strategies and campaigns. In addition to reviewing the latest in market trends and in-depth case study reviews we'll hold a hands-on campaign development competition to apply what we learn. Workshop participants will divide into teams and after reviewing their assigned program brief they'll prepare a mobile marketing campaign to share with the group to further the group's collective learning.
» Full course and instructor details
Topics covered include:
- An understanding of the mobile consumer
- An understanding of all aspects of mobile marketing and its role within the path to purchase
- An index of mobile marketing activities that work, as presented through the lens of industry leading case studies
- An almanac of industry stats, resources and research
- A great, collegial time, with industry colleagues to reinforce your learning
Instructor:
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