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. REGISTER ONLINE or Call to Register at 608-262-3909
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.
Google Analytics 101 - Understanding Your Website Traffic
Google Analytics 101 introduces you to the basic concepts of web analytics and teaches you how to use Google Analytics to generate detailed reports and 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?
•Top 10 Web Metrics to Track
•Basic Terminology
•How does Google Analytics Work?
•Getting Started with Google Analytics
•Working with Google Analytics Standard Reports
•Which Reports are Most Useful?
•Configuring Dashboard Reports
•Setting Up A Goal
•Using Web Analytics to Improve Website Navigation
Optional: Bring your laptop or tablet to explore resources and bring up your Google Analytics
Instructor: Steve Lubahn has a depth of experience in internet marketing and e-commerce website management in a variety of industries. His background includes extensive marketing strategy development, including product management and brand management. His current position is VP of Client Marketing Strategy at Vision Design Group in Winona, MN. Steve has specific expertise in website optimization, and has also taught workshops in Google Analytics and Google Adwords for Small Business Development Centers across the state.
Steve has a B.S. in Electrical Engineer from Iowa State University, as well as a Masters in Business Administration from St. Thomas University.
Foundations of Search Engine Optimization (S.E.O.) NEW/UPDATED!
Building a website without considering Search Engine Optimization (S.E.O.) is like opening a retail store without a sign in the front. Just like great signage, S.E.O. directs potential customers to your virtual “front door”—your website—by way of Google, Bing and other search engines.
This workshop will get small business owners started on SEO methodologies without having to know programming languages. Instead, we’ll rely on your skills in business, marketing, sales and puzzle solving. In this class we will explore:
- Uncovering terms and phrases (keywords) that generate traffic
- Making a site search-engine friendly
- Decoding the language of S.E.O. (SERPS, anchors, link bait, cookies, spiders, and robots) without fear
- Factoring the importance of mobile and tablet searches
- Incorporating social media into your SEO strategy
If increasing traffic to your website is part of your 2013 marketing goals this course is a “can’t miss”.
Instructor: Melissa Anunson is a senior marketing strategist specializing in Google Analytics and Google Adwords for the Wisconsin School of Business. Her background in direct mail, email marketing, and multi-platform campaigns gives Melissa a “big picture” marketing perspective. She taps into more than 15 years of real-world marketing success to help students and clients understand the value and place of SEO in a winning marketing campaign. Melissa has taught adult students at Upper Iowa University and the Wisconsin School of Business Executive Education courses. She is a proud alumna of the Wisconsin School of Business.
Intermediate Google Analytics - Optimizing Your Website Performance
This workshop moves beyond basic traffic reporting and using advanced features of Google Analytics. Various ways to view and customize reports will be demonstrated. Participants will learn how to use and interpret Google Analytics reports to identify specific items to address in optimizing website performance.
Topics discussed include:
•Use of Advanced Segments to Isolate Specific Visits
•Webmaster Tools for Performance Monitoring and Improvement
•Impact of Page Download Times on Bounce Rate
•Setting Up Schedule Email Reports
•Google Adwords and CPC Campaign Reporting
•E-commerce Reporting
•Intelligence Events for Trend Analysis
•Interpreting Multi-Channel Funnels
•Assess social media website referrals an impact on conversions
•Actionable Insights and How to Make Website Improvements Based on Analytics
Prerequisite: Google Analytics 101 or equivalent experience
Optional: Bring your laptop or tablet to explore resources and bring up your Google Analytics.
Instructor: Steve Lubahn (see bio above in Google Analytics 101)
Social Media for Small Business NEW/UPDATED!
It's My Party and I'll Buy if I Want To!
Learn how to increase your online sales conversion and your website traffic 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 strategic 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. 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.
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 electronic marketing communications including social media for the UW-Madison Department of Continuing Studies. He previously was responsible for communication 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.
SESSION CANCELLED
Mobile Marketing and Apps NEW!
This new workshop will help you understand the growing world of mobile devices and how they are used by your customers. If you have a web site and use e-marketing then this is an important session for you to attend. Mobile is becoming the dominant way people search, shop, and interact. The importance of Mobility was clearly shown Black Friday 2012 Shopping where 50% of all customers used their mobile device in their buying experience.
The course is deep dive into how you can use Mobile in three distinct ways:
- How can you use Mobile for your business right now
- Work on your first Mobile App - your Web site
- Leverage Mobile to engage with your customers
Instructor: Matthew David is the author of more than 10 books on website development and design. With a career spanning more than 15 years, he has had the opportunity to develop eCommerce strategies for companies such as Snap-On Tools, mobile solutions for MillerCoors and customer engagement tools for many Fortune 500 companies. Matthew is currently the Director for Mobile Strategy at Compuware and is teaching Masters in Mobile Design and Development (iPhone, iPad, Android and BlackBerry development), Flash Development and Interactive Media at Academy of Art University, San Francisco. Authoring courses that explain how to build adaptive HTML5 web sites for mobile devices (phones, tablets and laptops).
REGISTER ONLINE or Call to Register at 608-262-3909
