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Half-day Morning Workshop
Online Marketing Foundation—SEO
Getting started with an SEO initiative can be quite intimidating. Mark and Josh will introduce to you the fundamental principles of SEO and lay out practical methods that you can institute when you "get back in the office on Monday." This no-nonsense, intimidation-free training is a wonderful way to kick off the SES conference and ensure that you walk away with actionable information on how to perform keyword research; evaluate site structure for SEO friendliness; review the competitive landscape; incorporate social channels; write effective title/meta tags; incorporate linking (internal and external) into your programs; and evaluate and measure success.
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Half-day Morning Workshop
Email Marketing: Driving 51% Engagement
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.
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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Half-day Afternoon Workshop
Social, Local, Mobile (SoLoMo) Marketing
Who should attend:
If you are responsible for search marketing, sales, and revenue for your organization, this workshop is perfect for you. This session is designed for the beginner and advanced both, as we will provide a solid background of the Social, Local, Mobile opportunity based on research, and move through to advanced online and offline integration strategies.
What you will learn:
With the digital local advertising market expected to double by 2014 to $35 billion (according to The Kelsey Group), have you incorporated Local into your integrated strategy? Session participants will emerge with a better understanding of the local landscape and be better equipped to develop strategy and action plans to tap into this important lead and sales source.
The course will provide an overview of these localization strategies and supply concrete examples of best practices utilized by small SMBs and Fortune 500 brands.
Materials will cover:
- Trends, Usage, Demographics
- Strategy and Integration
- Social, Local, Mobile
- Importance and priority of the various media and platforms:
- Place Pages (Google, Yahoo, and Bing)
- Mobile (apps vs. browser based)
- Check-in Platforms (Foursquare, Gowalla)
- Social Platforms (Facebook, Google +1)
- Attribution
- Metrics & Measurement
- Online Research—Offline Purchase
With over 80% of consumer transactions happening within 15miles of the home or office, you owe it your company to applying the knowledge gained from the session into an action plan to enhance your overall marketing efforts.
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Half-day Afternoon Workshop
Link Building to Get Rankings!
Links pointing to your site currently constitute more than 70% of the ranking algorithms of many important search engines, including Google. In this session, Jeff Quipp will delve into great detail explaining why links matter, and more importantly, will detail a large number of techniques companies can use to dramatically improve their own rankings in the search results.
This workshop will also explore more advanced topics such as link profile management, no-follow vs do-follow links, Google penalties, securing high quality .gov and .edu links, and much more.
Upon completion, attendees will have a solid understanding of the role of links, and will be able to dramatically improve their own rankings in the search results.
Instructor:
Jeff QuippFounder and CEO, Search Engine People Inc
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