University of Wisconsin–Madison

Digital Marketing and Social Media Conference

Conference Sessions

In this all-day conference, you will learn how to engage your customers and prospects online through your website and social media and track your activities so that you know what is working and what needs to be adjusted.


8:30 – 10:00 am  The (Wo)Mxn, The Myth, The Legend: The One-Person Marketing Team (presenter: Edessa Polzin)

Brand, design, positioning, tracking, sales enablement, content development, messaging, forecast, market research, product, customer, email, budget, segmentation, ads, website, social: there are a lot of topics under the giant umbrella of marketing. For large corporations like Apple or Amazon, marketing teams can mean dozens of team members focusing on specific areas that keep the MarComm engine running.

But we’re not all Apple or Amazon.

In reality most small to midsize organizations have a small marketing team, if they’re lucky. Most of the time, it’s a one-person team. But how does one go about day-to-day work as a one-person team? Where do you start? How do you even find one?

Attend this session and examine the (wo)mxn, the myth and the legend of the one-person marketing team. Learn real-life tactics to stay on top of campaigns, discover new tools to track progress and leverage data to make informed decisions for your organization.


10:10 – 11:25 am  Avoiding Shiny Things Syndrome: Choosing the Right Marketing Avenues Based on Your Goals (presenter: Tara Ingalls)

When it comes to marketing your business, there are so many choices, that it can be almost impossible to know which direction to go.  And, with the popularity of so many social media and digital marketing avenues, it would appear traditional advertising mediums are becoming obsolete altogether. But, are they?

In this interactive workshop, Tara Ingalls, owner of Tingalls Graphic Design, will walk you through a process for setting realistic and measurable marketing goals on a variety of platforms. We’ll also discuss the importance of creating detailed target audience personas and how those can help you determine where to market your business and how much to spend.

Key takeaways

  • Learn about the variety of marketing avenues
  • Create 1-2 strategic marketing goals quickly and easily
  • Define and create target audience personas


12:00 – 1:30 pm  Blockchain, Cryptocurrency and Non-Fungible Tokens (NFTs) – What They Mean & How You Can Apply Them in Your Business (presenter: Spencer X Smith)

As blockchains, cryptocurrencies, and non-fungible tokens (NFTs) are beginning to hit the mainstream, it’s important to develop at least a cursory understanding of these technologies. You’ll leave this session knowing both the what and the how of the three topics.

Key takeaways

  • Identify the differences between blockchain, cryptocurrency, and non-fungible tokens (NFTs)
  • Understand the application of each technology to your industry
  • Learn the language to use with your clients and prospects


1:45 – 2:45 pm  Five Ways to Improve Conversion on Your Site – That People Will Actually Like! (presenter: Joey Donovan Guido)

This presentation is all about website conversion, which is a strategy that takes a website visitor from where they are to where you want them to go. For example, a conversion goal may be to have website visitors contact you, make a purchase, sign up for your newsletter, book an appointment, etc.More often than not, the conversion strategy on your website will take the form of a call-to-action (CTA), which typically takes the form of a button or a text link. Creating effective calls-to-action are what this presentation focuses on.Key learnings that participants can expect to takeaway include:

  • Selling vs. solving problems
  • Understanding how to create solid, and successful, website conversion on your homepage
  • Web design and the art of conversion
  • Why you should consider avoiding the following conversion methodologies:
    • Carousels
    • Parallax websites
    • Pop-ups


2:50 – 4:20 pm  Free Digital Tools You Should Be Using – But Probably Aren’t (presenter: Josh Klemons)

The digital toolkit is constantly evolving. There is no limit to the powerful paid tools out there that can help you take your digital program to the next level. But there are also loads of free tools out there that can help give your social media and digital marketing a huge lift, without pulling out the credit card. Throughout this session, we’ll cover digital tools that will help you step up your graphic design, writing, social listening and so much more!



Location: Grainger Hall

Schedule: 8:30 am- 4:30 pm

Date: November 11, 2022

Fee: $299 (Includes boxed lunch)

Register for the Fall 2022 Digital Marketing & Social Media Conference or call 608-262-2451 to register. BONUS: Place 2 or more fall paid SBDC courses in your cart, and use discount code SBDC10 for 10% off. Classes must be purchased in the same transaction.

Registration policy: Payment will be required at time of registration. You must have either a credit card or valid UW-Madison funding string to be able to register.

Cancellation policy: If you cancel before the program begins, there is a $25 cancellation fee. If you cancel after the program begins you will be charged for the full program fee. To cancel, call registration at 608-262-3909.

Disability Statement: Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance. Contact the UW-Madison SBDC office at to request accommodations.

Learned so much and also gained confidence in my current strategies and inspiration for future ideas!

Sales & Marketing, Nutkrack

I learned so much, even as an intermediate social manager... The variety of topics was so great. I feel better equipped to take next steps across the board.

Content writer, Naviant (Fall 2021 attendee)

Every speaker was amazing.....I will be back

Samantha Burke, Universal Home Protection LLC

Concise, good information that I can take home and continue to work on.

Randy, Cheers MKE

Presenters – more coming soon!

Spencer X Smith

Spencer X Smith

Spencer X Smith is the founder of social media marketing company AmpliPhi, and an instructor at the University of Wisconsin and Rutgers University. He’s formerly a VP of Sales for two Fortune 100 companies.

Spencer is deemed a “Social Media Expert” by Forbes, and AmpliPhi is the winner of five consecutive (2016-2020) InBusiness Magazine Executive Choice Awards for Social Media Consulting Company. Spencer has spoken at over 250 events since 2015, including a presentation at the New York Stock Exchange in 2017.

His book “ROTOMA: The ROI of Social Media Top of Mind” was featured in Forbes, and is an Amazon Bestseller.

Spencer has been featured and quoted in ForbesThe Huffington PostMoney MagazineEntrepreneurInc. magazineYahoo Small Business AdvisorMSN MoneyCostco Connection and dozens of other publications.

Josh Klemons

Josh Klemons is a Digital Storyteller/Strategist and the founder of Reverbal Communications. He and his team help brands of all shapes and sizes find, hone and tell their stories online. They have done social media and digital marketing work with local, statewide, national and international political campaigns, tiny non-profits, Fortune 500 companies and everything in between. Josh writes, teaches, trains, presents and consults regularly on social media, digital marketing and ways brands can reach, engage and expand their audiences online. He also:

  • Serves as the President of the Board of Social Media Breakfast Madison, and sits on the board of The Daily Cardinal and the Marketing Committee for the United Way of Dane County
  • Is a Reed Award finalist
  • Was selected by In Business Magazine as one of Madison’s 40 Under 40 for their 2021 class.
  • Co-founded Leading Locally and the Madison Tech and Social Impact networking group, both geared towards bringing people together in order to create a stronger and more interconnected community.
  • Is the host of Step Up Your Social, a social media and digital marketing podcast consisting of short episodes (~10 minutes or less) dedicated to quick, actionable tips to help brands take their digital marketing to the next level. Have a topic you would like to hear covered?

His motto is simple: You have a story… Let’s tell it!

Tara Ingalls

Tara Ingalls is the owner of Tingalls Graphic Design, a 22-year design firm located in Fitchburg, WI. Her firm offers eye-catching logo design, sales collateral, and website design to start-ups, small businesses, and nonprofits both in Dane County and throughout the US. The firm boasts an unrivaled 5-day turnaround on initial design concepts with their creative, collaborate team environment. In addition to winning the Dane County Small Business Award, the firm has received InBsiness Magazine’s Executive Choice Award for Best Website Developer for the last 9 years running.






Joey Donovan Guido

Joey Donovan Guido is the owner of Cuppa SEO, LLC, and author of the book, A Holistic Guide to Online Marketing. In addition to running his marketing firm, he offers consulting services and engaging presentations based on the principles found in his book. He is an expert in the areas of SEO, web design, user experience and website conversion.

Joey’s marketing career began over two decades ago as a copywriter working in print and web. Over time, he developed a passion for search engine optimization, which led him to become an expert in the field. The more proficient he became at optimizing websites — and driving more traffic to them — the more he realized the importance of looking at websites, and online marketing, holistically. This sparked intensive study and testing of methodologies including user experience, conversion, and emotional engagement in both the digital and analog world.

Over the years, Joey has had the privilege of working with companies like Promega, Lands’ End, The Public Relations Society of America (PRSA), Grainger Industrial Supply, Widen, and many other national and local brands.


Edessa Polzin

Edessa Polzin, PCM is an experienced marketing professional passionate about all things Marketing. Her role as a Marketing-Team-of-One opened her eyes to the many fascinating moving parts of running an effective marketing department. Currently, she runs a Marketing Department of two for a high-growth learning technologies company based in Madison. She is responsible for developing data-driven marketing strategies focused on growing revenue and providing thought leadership.

A Professional Certified Marketer (PCM), Edessa is the current Chapter President of the American Marketing Association – Madison. As an AMA Chapter Leader, her goal is to elevate the science and art of marketing within the Madison community by providing enriching and engaging experiences through the AMA. Outside of work and AMA, Edessa enjoys taking her dog, Luke, to swim and hikes all around Wisconsin.