Search Engine Optimization: Basics to Advanced
Intensive Workshops
    Relationship Marketing Workshop
    Mobile Marketing Workshop
    Creative Strategies Workshop
    Database Marketing Workshop
    Email & Digital Marketing Workshop

 

SEARCH ENGINE OPTIMIZATION: BASICS TO ADVANCED

Presented by:

Tuesday, June 16

8:30 A.M. – 5:00 P.M.

Click here to register for this special SES Session.

SESSION 1 Basics: (8:30 A.M. – 10:30 A.M.)
Website Programming Obstacles
The Basics of SEO will cover what you must know about the importance of programming, information architecture, and on-page factors as related to search engines. These factors are critical to a successful SEO campaign. There are standards to developing websites in order to be successful with the search engines, and they are not a mystery. Understanding the methods that persuade visitors as well as the search engines will enable attendees to evaluate their own websites and make immediate changes that will increase rankings.

Understand Keyword, Understand Visitors
Keyword research is the most effective and low-cost research you can perform to understand the mind of your customers. This session will explore the primary importance of keyword research as a method of understanding your target audience, and how to integrate those keywords into a long-term search engine optimization campaign. Keywords are the basis of marketing the website, and methodologies for understanding the buying cycle, searcher behavior and building effective calls to action will be taught.

Linking Strategies that Increase Rankings
After on-site improvements, gaining links from other websites is a critical marketing activity. Links are a primary factor in the search engine rankings, and making your site “linkeable” will build your rankings and relevance within your market. The session will cover types of links, linking campaigns and effective content-link strategies.

Get the Buy-off
In addition to the “How To”, this session will show you how to get the buy-off from other departments or executive level approval for making changes to the website. Building the case for change may be your biggest obstacle; this session will prepare you to make a case for necessary changes, resulting in a positive return on investment.

SESSION 2 Advanced: (1:00 P.M. – 5:00 P.M.)
Engines vs. Visitors – Which comes first?
Build rankings and increase success. The advanced search engine optimization session will focus on shared human and search engine factors for rankings. Understanding how searchers evaluate pages and need cues for action will also help you in your search engine optimization campaign. Usability is the practice of evaluating and testing your website for best results, and is very easy to accomplish major results with minor changes.

Social Media + SEO = even bigger results
Social Media has taken the internet to new levels of consumer-brand interaction. Advanced SEO topics will cover the uses of social media in your marketing efforts. Social Media is a vital part of building links, building rankings, and overall visibility for your website. Marketers must be aware of the potential for both positive and negative effects of social media. Developing a social media plan for your organization will build a prepared campaign and one that can also deal with negative PR.

Analytics for Marketers – Stats Are Not for the Geeks Anymore
Tracking success in a search engine marketing campaign is critical to justifying the expenditure. Unfortunately, analytics has the reputation of being a nightmare job, sifting through endless numbers, charts and graphs. This session will help you to figure out which information is important and which just needs to be ignored. Learn the principles of segmentation and how it will improve the visitor experience on your website. These analytics techniques and 7 Reports for Success will enable you to be gain control of your website analytics.

Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He is in demand worldwide as a speaker for the Search Engine Strategies Conferences, The Direct Marketing Association, and the American Advertising Federation. He speaks at over 30 international conferences, seminars, and training sessions each year. Seminar attendees consistently rave about Matt's conversational, entertaining speaking style and his ability to explain high-level search marketing concepts in a way that even "non-techies" understand.

Matt is the primary trainer and developer for The Direct Marketing Association's Search Engine Optimization Certification program, and the trainer for the DMA's 2-Day Website Marketing Seminar. This year, Matt was selected as the Direct Marketing Association's emissary to France because of his expertise in search marketing.

Click here to register for this special SES Session.

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INTENSIVE WORKSHOPS

9:15 A.M.	-	10:30 A.M.	Part I
10:30 A.M.	-	11:30 A.M.	Break in Exhibit Hall
11:30 A.M.	-	12:45 P.M.	Part II

Thursday, June 18

Workshop #1
Back by Popular Demand
Relationship Marketing Workshop
Increase Sales 35% to 75% Using the Proven 3-Step Relationship Marketing Process…Guaranteed

Learn from CRM pioneer Ernan Roman how Microsoft, AmieStreet.com, and Progressive Hydraulics, Inc. increased response by 10X and sales by 75%. This highly rated workshop will provide you with an in-depth understanding of the 3-Step Marketing Process that will guarantee your success in achieving double-digit results in this tough economy. Detailed BtoB and BtoC case studies will show you how best in class marketers such as AmieStreet.com, the hottest online music marketer, Microsoft and Progressive Hydraulics Inc. have increased response by 10X and sales by 75%.

This lively and interactive workshop will provide attendees with the following 3 Steps to guaranteed double digit response:
Step I: How to Use Voice of Customer Research to Drive Your Relationship Strategies:

• How to Use Voice of Customer (VOC) Relationship Research to ensure that your Multichannel and Opt-In strategies are truly driven by the needs of your customers.
• How to design your VOC Relationship Research:
• How to define your research Objectives and Strategies
• Who must be included in your research sample
• Key questions you should ask

Attendees are invited to bring their strategy questions and challenges for group or individual discussion.
Step II: How to Get Your Customers to Engage With You In Meaningful Multichannel Opt-In Relationships - Online and Offline: 

• Differences between Opt-In and “Permission” Marketing
• How to develop effective strategies for your Opt-In programs
• How to create a uniquely accurate Opt-in database to drive your Relationship Marketing

Step III: Improving the Power and Yield of Your Multichannel Programs:

• How to use the 5 principles of Integrated Direct Marketing to achieve double-digit response
• Deploying at least 7 components of your media mix with precision timing and synchronization
• Increasing the power of your online marketing by 45X:
• We will share brand new findings and guidelines regarding how to establish powerful online customer experiences that translate into 45X increase in revenue and LTV
• VOC Relationship Research findings regarding customer’s expectations for competitively differentiating value-added online experiences
• Important emarketing best practices from Josh Boltuch, Co-CEO of  AmieStreet.com, the fastest growing online music sales company
• How to leverage these learnings into: 9X increase in visits and 5X increase in length of time per visit

Speakers:

Ernan Roman, President, Ernan Roman Direct Marketing (ERDM); CRM pioneer and author of several industry texts including; Integrated Direct Marketing  and co-author of  Opt-In Marketing, Increase Sales Exponentially Josh Boltuch, Co-CEO, AmieStreet.com

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Workshop #2
Mobile Marketing Workshop
Going Direct with Mobile

The practice of mobile marketing is here.  It is becoming a staple tactical and strategic marketing practice for brands and marketers across numerous vertical sectors. This intensive mobile marketing workshop will provide you with the information you need to create a mobile marketing practice within your business.  It will teach you how to create a direct relationship with your audience via the mobile channel.
 
Part I: We’ll focus on the “what” and “why” of mobile marketing. You’ll be introduced to the concepts of mobile marketing. We’ll start by defining what mobile marketing is and what can be accomplished with it.   We’ll then review leading industry trends and statistics and evidence that shows the efficacy of the channel.  Finally we’ll detail the top 10 mobile marketing tactics and then examine a number of leading case studies that demonstrate the success of these tactics.
 
Part II: We’ll focus on the “how” and “who” of mobile marketing. We’ll review in detail the four approaches taken by marketers to build and launch a mobile marketing practice. We’ll look at the mobile marketing ecosystem and explain who the market players are and how to work with them. You’ll learn how to budget for your mobile marketing campaigns and for your overall mobile marketing practice. Finally, you’ll learn how to monitor and measure your mobile practice and programs. The workshop will conclude with a detailed review of mobile marketing metrics and ROI modeling, so that you can clearly demonstrate the value of your mobile marketing practice to both your self and your management.

Deliverables:

• Understand what mobile marketing is and how to use it.
• Understand how to build a mobile marketing practice.
• Understand how to monitor and build an ROI mobile for your practices.

Speakers:

Michael Becker, VP Mobile Strategies, iLoop Mobile Chris Goumas, VP Retail Development, Access 360 Steven Gray, COO, Money Mailer

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Workshop #3
Creative Strategies Workshop
Proven successful creative strategies and techniques shared

Great creative work begins with great strategy – across all media. This workshop will give you everything you need to develop more innovative and successful strategies for your next direct marketing program. How can you come with better and more effective creative work? And how can you recognize it when you see it? You will walk away with proven ways, tools and ideas to apply your creativity – with several fun exercises.

PART I: Learn everything from positioning your product to choosing the right combination of media to developing the most effective messaging and offer. You’ll find out the 3 most common mistakes you can make - that can doom a direct mail package or e-mail campaign before you even send it out. You’ll also discover the one simple step you can take right now – that can virtually double the response to your next program.

Part II: Be a part of this highly-interactive session that focuses on creativity in direct marketing. It includes creative ways of using traditional media, and ideas for new media alternatives. You’ll discover the 17 proven creative techniques and when to apply them. Find out how to come up with a big idea that will really move the needle in response.

Deliverables:

• Learn where to focus your energy and imagination – with the 5 keys to a successful creative strategy.
• Learn how to improve every element of a direct mail package, including the outer envelope, letter, brochure - and every element of an e-mail.

Speaker:

Alan Rosenspan, President, Alan Rosenspan & Associates

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Workshop #4
Database Marketing Workshop
Primer on Database Marketing and Digital Channel Integration for Senior Marketers

Whether you need a refresher or are just starting out in database marketing, you’ll find traditional and new web 2.0 techniques for creating successful multichannel programs.

Part I: Get an overview of the five key components of database marketing from the strategic importance of the database to developing and creating a 360-degree view of the customer through internal and third-party data sources. Benefit from advanced analytic techniques, such as: predictive modeling, classification trees, associations, sequences and segmentation schemes. Learn to increase response and purchase rates, reduce churn, reactivate lost customers or acquire new ones.

Part II: Delve into how the Internet and social networking have changed the face of database marketing. Learn to assimilate web 2.0 tools to develop an integrated multichannel and multi-wave marketing campaign to build and enhance your customer relationships. This section will showcase real-world examples and provide an overview of digital enablers of CRM and many social computing technologies.

Deliverables:

• Get an overview of the five key components of database marketing
• Learn advanced analytic techniques
• Learn to assimilate web 2.0 tools to develop an integrated marketing campaing

Speaker:

Devyani Sadh, PhD., CEO and Founder, Data Square

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Workshop #5
Email & Digital Marketing Workshop
The Future of Email and Digital Marketing Efforts: Boosting Revenue with Strategies and Tactics You Can Use Today

If you’re focused on innovating with social media, mobile marketing or just direct marketing, you’re probably missing out on valuable additional revenue you could and should be getting from these channels. That revenue is locked inside your email marketing list. Not getting the biggest impact from your marketing spend today? Do you send emails? You should attend this workshop!  Email marketing strategies and tactics of the future do more to increase your integrated channel revenue than you think.

Part I: We’ll dissect your current approach to email and other digital messaging. How successfully are you segmenting your list and targeting your content? We’ll discuss what your sender reputation is built on and how you can improve deliverability. Finally, we’ll review do’s and don’ts of email creative.

Part II: In the second part of the workshop, we’ll discuss strategies, tactics and case studies for implementing new world digital marketing. These days customers want conversation – with their peers and with influencers – and channels such as blogs and online communities are making this easier than ever before. Learn how you can effectively join the conversation and reach your revenue goals.

Deliverables:

• Find out what four segments of your email list work the best with your social and mobile efforts
• Understand what new mobile reading devices are being introduced into the market in the next 12 months which will dramatically change the way your clients, customers and leads interact with your messages
• Walk away with a new appreciation for the digitally driven world we live in – and how you can master it.

Speakers:

Jeanniey Mullen, Founder, Email Experience Council; Global Executive VP & CMO, Zinio; Global VP & CMO, VIVmag Jason Oates, VP, Media Services, Datran Media

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To register for the intensive workshops, click here.