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Half-day Morning Workshop
How to Collect, Interpret and Use Your Web Analytics Data
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.
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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.
This includes:
- 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 Morning Workshop
Content Marketing: Implementing a Winning Program
8:00-12:00pm
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.
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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.
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Half-day Afternoon Workshop
Driving SEO Success with Key Tools and Techniques
1:00-5:00pm
This course is targeting marketing and technical staff alike and offers strategy and tactics necessary in today's fast changing search world. The course, which covers SEO methodology, concepts and strategies, will provide the process needed to achieve significant traffic.
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Focusing on search engine-compliant SEO methods, the course covers techniques and tools that will enable you to identify gaps and coordinate with technical and content teams to make changes to increase relevance and traffic. We will discuss both large and small sites and how techniques typically used for one can be leveraged for the other.
This workshop will focus on the key areas of SEO including inclusion, relevance, authority and clickability as well as comprehensive diagnostics workflow to help you quickly identify problems and make sure that you detect them quickly before they cause too many problems.
The SEO training offers a specific and clear view of those techniques required to beat your competition in the war for search results supremacy for your properly selected and targeted keywords.
Topics:
- Developing and managing your SEO program
- Selecting properly performing keywords
- Identifying and characterizing your competition
- Analyzing and editing your own content
- Avoiding spam and search engine penalties
- Developing high quality penalty-free links
- Measuring ROI and success of your program
- Overview of various tools to help manage your program
Instructor:
Bill HuntSES Advisory Board; President, Back Azimuth Consulting
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Half-day Afternoon Workshop
Email Marketing: Driving 51% Engagement
1:00-5:00pm
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.
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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
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