Web Marketing Series
Strategies to tell web users about your site and business
This series will help you to get your website noticed by your customers on the web. Using promotional tactics, influential copy, social media and paid advertising you can increase traffic to your site and make more sales.
Search engine optimization (SEO)
Optimizing your Web site’s content will improve your search engine rankings when someone searches on keywords relating to your business. These search results are called “organic results” and appear on the left-side of the screen in Google. The sites listed in Google’s organic results did not pay to be ranked #1, #2, #3, etc. The sites are simply using optimized content. This workshop is ideal for small business owners and managers who want to learn an efficient and effective process for dramatically improving their site’s rankings and doubling monthly unique visitors.
A business owner does not need to know technical skills, like Web programming, to be successful at search engine optimization (SEO). Instead, business owners will rely on their marketing skill and the ability to think like their customers and prospects, versus an ability to write HTML or other form of Web programming.
Stephen recently authored the book entitled: The Small Business Owner’s Handbook to Search Engine Optimization: Increase Your Google Rankings, Double Your Site Traffic…InJust 15 Steps. Guaranteed! The book was published by Atlantic Publishing and is included with the course materials. See Stephen discuss why you can learn SEO even if you aren't a web expert: Click Here to see Stephen on Youtube
Instructor: Stephen Woessner. Stephen has 15 years of experience in Web strategy development, search engine optimization (SEO), marketing, sales, market research, and strategic planning. He has consulted with literally hundreds of clients on the development of Web sites and online promotional strategies. Stephen has significant experience in driving more traffic to a Web site and then converting the additional traffic into revenue.
As the director of marketing services for a major marketing agency, Stephen led the development of an SEO model. Stephen implemented the model on client Web sites with impressive results. Often times a client’s Google rankings improved to Top 10 positions or better.
Web Analytics 101
Web Analytics 101 introduces you to the basic concepts of web analytics and teaches you how to use Google Analytics to generate detailed information about website visitors, including insights into traffic, user behavior, and marketing effectiveness. Participants will leave with a better understanding of how Google Analytics works and which reports provide the most actionable business intelligence.
Topics discussed include:
- What are Web Analytics?
- How does Google Analytics Work?
- Getting Started with Google Analytics
- Which Reports are Most Useful?
- Configuring Dashboard Reports
- Actionable Insights and How to Make Website Improvements Based on Analytics
Chris Murvine is an experienced technical marketer and demand-generation expert that helps companies effectively design, deploy, measure and improve online marketing initiatives, through marketing automation, customer relationship management and web analytics solutions in the cloud. As President and Founder of CloudTactix, Chris and his team serve as trusted advisors to leading sales, marketing and service teams that are striving for increased marketing efficiency, enhanced revenue performance and best-of-breed customer service. With over 15 years of experience and established partnerships/certifications with Eloqua, Salesforce.com and Google Analytics, Chris provides insight and practical, straightforward know-how that drives results and grows business. Learn more and connect with Chris on LinkedIn (www.linkedin.com/in/murvine) and Twitter (www.twitter.com/cloudtactix).
Email Marketing That Works
Getting people to a site is half the battle. This session focuses on promoting your site in the online world via e-mail that helps you attract the customers you want. Learn the best practices for effective e-mail marketing as well as what not to do. Find out how to build a list of customers and prospects for online promotions.
Through case studies, group discussions, and short exercises you will learn to:
- Build the right kind of traffic with e-mail offers
- Create an effective e-mail campaign
- Build and manage your e-mail list
- Use e-mail statistics to measure success and develop more effective campaigns.
Instructor: Sandra Bradley, is an independent consultant specializing in web strategy and online marketing and also leads Web Strategy and Marketing and E-Merchant groups for the elite UW E-Business Consortium. Through the consortium, she regularly provides subject-matter expertise to companies such as Lands' End, American Girl, Swiss Colony, Eastbay/footlocker.com, Promega, Brady Corporation, and many others.
Internet Advertising with Google and Facebook
You have optimized your site for search engines (SEO) but, you want to drive more traffic to your site. Can paid search engine advertising on Google or Facebook work for you? How do you localize advertising on the web to target only the customers you want to reach?
The internet can be used very effectively to promote the right things to the right audience at the right time. This session will help you understand your options on the internet and decide if internet advertising is economical and productive for your business. This session will include a local business owner showing how she is using Google or Facebook ads to promote the business.
You will learn:
- How to place ads in Facebook and Google
- How to target ads for the best results
- How the price auction works for ad costs
- Strategies to get attention in a small ad space
Instructor: Sandra Bradley, see bio above.
Viral Social Networking
How to Build Your Web Site Traffic and Online Sales Using Facebook, Twitter, and LinkedIn... In Just 15 Steps
Learn how to increase your online sales conversion rate by as much as 500 percent and your Website traffic by 20 percent by gaining access to millions of potential customers and prospects for your products or services through Facebook, Twitter, and LinkedIn. This workshop is your complete guide to creating conversations within these social networks, building strong relationships with your customers and prospects through Facebook, Twitter, and LinkedIn, as well as ultimately generating online sales because of these relationships.
Learn a practical and tactical 15-step social networking process that will help you persuade this rapidly growing and influential audience by creating and sharing content like social network status updates, blogs, Website content pages, podcasts, YouTube videos, and more. You will also learn easy-to-follow steps that will reduce your time investment while detailing how to measure your results by providing you with an introduction to Google Analytics.
This workshop also includes several real-world success stories and frequently asked questions so you can learn from the experiences of other business owners and managers.
Course Materials:
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Each attendee will receive a copy of the book Increase Online Sales through Viral Social Networking, by Stephen Woessner. |
Instructor: Stephen Woessner. Stephen has 15 years of experience in Web strategy development, search engine optimization (SEO), marketing, sales, market research, and strategic planning. He has consulted with literally hundreds of clients on the development of Web sites and online promotional strategies. Stephen has significant experience in driving more traffic to a Web site and then converting the additional traffic into revenue.
As the director of marketing services for a major marketing agency, Stephen led the development of an SEO model. Stephen implemented the model on client Web sites with impressive results. Often times a client’s Google rankings improved to Top 10 positions or better.
Web copywriting, branding & persuasion
Writing promotional and informational copy for the web can be a challenge. In this session you will learn the best way to use your web site to communicate your message and to stimulate action from prospects and customers. You will see what works and what doesn’t when writing for the web. Discuss how to use the web to promote your brand and to persuade visitors to act.
Through case studies, group discussions, and short exercises you will learn:
- How to identify your audience
- Determine what will motivate your audience to change
- Write copy that appeals to different personality styles
- How to make copy the most effective on a web page
Instructor: Kyle Henderson is an experienced communications professional with high-level expertise in visual information design and presentation for the web and print. He is currently responsible for marketing communications and public relations strategy and execution for the UW-Madison E-Business Consortium, a university/industry partnership comprising 60 leading Wisconsin companies and UW faculty, staff and students. Duties include creating print and online communications, coordinating PR opportunities with private and public entities and coordinating the planning and execution of the consortium's annual conference.
