Direct Marketing Association Seminars
The Data & Marketing Association presents

Web Marketing: Design. Navigation. Analytics. On-Site Training

This on-site training class is also available as Public Schedule Seminar.

Course Description/Agenda

This timely 2-day seminar provides a comprehensive view of what’s working in Web marketing – from the technical design of the site -- through creative and SEM content development -- to analytics and measurement. Based on years of research and results, this course offers clear direction for both the marketer and the programmer, and presents the time-tested action steps each can take to boost website ROI.

Most marketers have a fragmented understanding of what it takes to create, implement, and adjust a website for optimum ROI. This seminar breaks down the walls between the creative and technical sides of website development, and gets them working together for dramatic results.

Benefits of Attending

This is a multichannel approach to website marketing that illustrates how every element of direct marketing works to build and run a site that delivers top numbers. It offers technical information for the marketer, and clear marketing and business case information for the programmer.

Attendees will learn how to:
Develop an understanding of how and why things work in Web marketing; what technological and marketing practices to employ, and which ones to avoid
Make technical and creative development work hand-in-hand for SEO
Integrate search marketing skills into your everyday processes to increase search engine rankings
Employ social media to boost Website hits
Increase “free” traffic and decrease “paid” traffic – and why this is crucial
Stop being intimidated by web analytics – and make them work for you
Increase reporting effectiveness, identify change, and measure results

…and many more tools -- designed to get your marketing and IT teams working together as never before.

Who Should Attend

Professionals from all levels of the B-to-C and B-to-B Web marketing industries – creative and technical talent combined. Bring your entire team.

Marketing managers and directors
Creative managers and directors
Copywriters
IT managers and directors
Marketing VPs
Search marketers
Multichannel marketers

Why Should You Attend

This is the one event your entire team can attend together – to learn as a group how to integrate all your skill sets to focus purely on optimizing SEM and Web marketing. Instead of trying to organize fragmented skills, learned at multiple seminars and conferences, your team will learn all they need in one setting -- and return to work as a unit to implement changes overnight.

They’ll learn:
The Basics of Optimization
SEO Best Practices
Optimization Beyond Keywords
Web Analytics
Integrating Keyword Concepts Into website Architecture
Tiny Files That Create Big SEO Problems
SEO as Part of the Programming Mix
SEO as Part of the Marketing Mix
Blogs and SEO

Outline

Join us for two days of cross-over sessions, each designed for use among different development teams and specialties.

Day 1
9:00 – 4:30 pm

Please arrive 30 minutes earlier than the start time to register. Continental breakfast will be served.

Meet the Search Engines
Learn how search engines function (including the non-technical version, for marketing minds).
What search engines want from you
How your choices help move you to the top of results lists

SEO 101 - Simple to Strategic
Begin with the basics and learn how to move beyond them.
A brief history of search engine optimization
The basics of optimization
SEO best practices

Site Architecture
Learn how marketing can better work with IT and programmers to reach bottom-line business goals.
How to take optimization beyond keywords
How to integrate keyword concepts into the architecture
Understanding how programming (HTML, CSS, etc.) works with search engines

Keyword Research and Copywriting
Learn how to develop a plan for content and a plan for the user to navigate the site.
How to make a connection with the user
How to incorporate SEO throughout content
How to add "long tail" terms into optimization

Call to Action
How to make your site visitors do what you want them to do.
Leading users where you want them to go
Creating dynamic, fun calls to action

Networking Opportunity:
Lunch will be served each day to facilitate networking with your peers.

Day 2
9:00 – 4:30 pm

Please arrive 30 minutes earlier than the start time to register. Continental breakfast will be served.

Linking Strategies
Learn linking techniques that provide easy methods of getting a base of networked links.
How to measure the effectiveness of link traffic
How to pursue valuable links
Which links bring the best visitors?

Viral and Social Media Marketing
Learn the latest methods of managing online reputation while increasing your business's visibility.
How to develop social networking ideas for your business
What is your online reputation?
Creating a PR response plan - just in case

Blogging and SEO
Examine the more effective blogs and how they connect with their audiences. Learn how to use a blog to bring your search traffic to life and boost business.
Who is your audience?
How can you reach them?
What type of blogger are you?

Analytics
Learn how to move beyond simple tabulation to effective tracking and analysis.
How to answer the basic questions: Who is your audience, what do they expect, how can you improve their customer experience?
How to conduct in-depth analyses
How to make data work for you - every time

Outline is subject to change.

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