From title tags to internal linking, from optional excerpts to rel=nofollow, this session covers the biggest search engine optimization mistakes WordPress bloggers make, and how to fix them.
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Email Marketing Blogs
Integrated Email Marketing and Online Communications
BrightStar Training — Wellington, NZ and Auckland, NZ
Is your email marketing right on target?
Do you want to improve open rates and conversion rates?
Do your customers view your email communications as spam?
Do you know how to use RSS and blogging to complement your email marketing and online communication efforts?
The value of email marketing in New Zealand has been growing steadily over the years. Not surprisingly email marketing and online communications are the most popular media of choice now, particularly email marketing.
Email is a powerful marketing tool and it integrates well with traditional media. It spurs immediate action, thus generating direct sales, registrations, growth of database and more. It is also more cost effective than paper-based direct mail and achieves greater ROI. However, it is wrought with challenges. And with the passing of the Unsolicited Electronic Messages Act, it’s important for organisations to ensure compliance whilst developing their marketing plans.
Integrated Email Marketing and Online Communications takes a practical approach to ensure continued acquisition, growth and retention of customers through targeted, robust, tried and tested strategies to help lift your email marketing strategies. To help you gain the upper hand over your competition, the course also covers some popular online communications tools that you could implement to supplement your email marketing strategy.
DAY ONE
Digital Communications — Email Marketing, Online and Offline Media
Customers today have more choice available than ever before of how they are communicated with. Customers ultimately want to control the frequency, the content and how they receive their communications. This session covers how email fits within the full marketing mix and how it integrates with other online and offline media.
- What are digital communications?
- How do digital communications fit within the full marketing mix?
- Marketing through email, RSS, blogging, txt, websites
- Platforms – desktop computers, mobile devices
- Integration with other online media
- Integration with offline direct marketing
Developing an Email Strategy
Many companies spend a lot of time, effort and budget acquiring email addresses, but neglect to develop an effective communication strategy once they have them. You’ll learn to develop strategic communication plans to maximise the potential for robust marketing strategies through this session.
- Developing the digital communication strategic plan
- Objectives, strategies and tactical elements
- Understanding the email marketing and digital communications
process - How to integrate email marketing into other online and offline media
The Unsolicited Electronic Messages Act: Your Legal Obligations
Understand and ensure that your organisation meets the requirements of the Electronic Messages Act 2007.
- Definition of spam
- Definition of permission levels
- Permission vs. memorable permission
- Industry guidelines and best practices
- How will the Act affect your marketing plans?
- What are the penalties and costs associated with breaches?
- How tight is the current legislation – what are the ways around it?
- How to ensure compliance
- International spam laws – do they apply to companies in NZ?
Data Management: Building and Maintaining a List
Data is at the heart of any form of direct marketing including “email”. It pays to identify the data that you need to collect in order to personalise communications and provide effective reporting.
- Structuring your database – what type of data do you need?
- What are the reporting data requirements?
- “Quantity” vs. “Quality” – retaining the active subscriber
- Cleaning and maintaining data – changes, adds, deletes, fixing misspellings
- What is “provable permission” – recording and time stamping of permission received
- “Offline permission” – how to record permission granted through the call centre, trade shows, network meeting and face-to-face sales activity
- Managing permission across an organisation
In-House or Outsource – Assessing Email Service Providers
Finding the right email service provider is a critical choice for any company. You will explore and learn ways to find the right vendor and technology to manage your campaigns now and into the future through this session.
- How to assess your needs
- Questions you should be asking
- Assessing email service providers in NZ and overseas
- Liaising with your email service provider
DAY TWO
Winning Creative Strategies & Execution for Email
Create email messages that stand out, get read and get the response you plan for.
- “Memorable permission” – planning content your subscribers actually want to read
- Exploring the 19 creative elements (the from line – email brand value, the subject line, the preview pane, position of logo, ratio of text to images, design layout, number and type of links, navigation bar, inclusion of photography, feature offers, location of call-to-action, the words you use and personalisation etc.)
- Email mandatories
- What are the technical specifications?
- Designing effective landing pages and forms
- Use of rich media – video and audio
- Eyetracking and multivariate testing
Increasing Conversion Rates
This session covers how to use data to improve conversions such as open rates, click rates, inquiries and sales.
- Reporting data
- Behavioural targeting
- Event triggered campaigns
Deliverability, Filters and Rendering
Learn techniques to avoid the dreaded “spam” folder and “report spam” button.
- Data collection and tracking
- Filters and list management
- Deliverability reporting codes – messages sent back from ISPs
- About false positives
- Whitelisting – how to get your message delivered every single time
- Image suppression – what’s getting delivered?
- Authentication and reputation
- Rendering your message in email readers
RSS – Spam Free Communications
Is RSS the holy grail of online communications? Lean how to send communications that are completely spam free.
- What is RSS and why use it?
- What are some of the popular RSS readers available?
- iRSS – individualized RSS, sending personalised communications just like email
- Content distribution and syndication
Blogging – Participating in the Ongoing Conversation
- The New Zealand and international blogospheres
- Starting a blog - how to choose a theme
- Posting content – what, how, when
- Dealing with comments
- Making friends – increase your presence in the blogosphere
- Integrating your blog with email and RSS
- Use of video (vlogging) and audio (podcasting)
- Reporting on performance
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Ecommerce Blogging: Who, What And When
If you’ve even remotely considered adding a blog for your eCommerce site, then this article is for you. In this article originally featured on Practical eCommerce, Jeff Muendel helps eCommerce business owners design a strategy behind blogging.
A focused, well-written blog can get readers hooked on the blog and promote repeat visits to the website or garner subscriptions via RSS feeds and email newsletters. These recurring communications will help to tie potential customers to your site, encourage natural link building and increase repeat visits. Journalists are also more likely to follow a blog or subscribe via RSS than to visit the corporate site repeatedly. So, several avenues of search optimization and online marketing can be addressed with a single blog entity.
From the SEO benefits of business blogging to how it can help your customers, Jeff covers the basics of “who, what and when” of blogging. Read the full article at Practical eCommerce here.
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Interactive Marketing: Reaching Customers
UW Wisconsin Madison, Executive Education, Interactive Marketing — Madison, WI
Search engine marketing
- Making your site “search engine friendly”
- “Pay-per-click” search advertising
- Benchmarking, competitive intelligence and ROI analysis
- Trends in contextual, behavioral and local advertising
Creating a buzz — viral marketing
- Blogs, RSS feeds, forums, wikis and more
- Harness “word of mouse” to enhance your brand
- Identifying the “sneezers” who will spread your viral message
Web analytics
Speakers:
Stephan Spencer, Founder and President, Netconcepts
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Nuts & Bolts: Case Study
In this article written by Kate DeBevois for Target Marketing, she talks about the success of Netconcepts’ client Steve Spangler. She writes, “Steve Spangler, famous for creating a 30-foot geyser of Diet Coke by dropping Mentos into a soda bottle, not only has mastered the art of science, but also the art of blogging to optimize natural search results and increase Web sales.” Read more about how Netconcepts helped Mr. Spangler achieve success in this case study article about Steve Spangler Science.
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Twelve SEO Mistakes Most Bloggers Make
In this article Stephan Spencer, President and Founder of Netconcepts, writes about the most, common mistakes that bloggers make, and what to do about them. From title tag optimization to keyword URLs, you’ll want to read this article to optimize your personal or business blog to help your blog increase its search visibility.
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NZ Anti-Spam Act – Steps To Ensure Compliance
The ‘Unsolicited Electronic Messages Act 2007’ comes into effect on 5th September 07. The search and online marketing team at Netconcepts would like to arm you with information to ensure your business complies with this new law.
As an email marketer you are responsible to ensure that any ‘electronic messages’ sent are not considered spam. According to the act, failure to comply could mean a fine of up to $500,000 plus additional compensation and damages costs!
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Interactive Marketing: Reaching Customers
UW Wisconsin Madison, Executive Education, Interactive Marketing — Madison, WI
Search engine marketing
- Making your site “search engine friendly”
- “Pay-per-click” search advertising
- Benchmarking, competitive intelligence and ROI analysis
- Trends in contextual, behavioral and local advertising
Creating a buzz — viral marketing
- Blogs, RSS feeds, forums, wikis and more
- Harness “word of mouse” to enhance your brand
- Identifying the “sneezers” who will spread your viral message
Web analytics
Speakers:
Stephan Spencer, Founder and President, Netconcepts
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Six Tactics for Blog Content That Works
“What’s the top secret to developing a winning blog, one that draws an audience, grows your brand and improves your products sales?” writes Hallie Mummert, editor in chief for Target Marketing. In this article, Hallie writes about Steve Spangler’s relationship with Netconcepts Founder and President, Stephan Spencer. “Spangler works with Stephan Spencer, president of Netconcepts, an e-marketing services firm that specializes in natural search, to develop and optimize his blog.” Read this article to discover “a few lessons they have learned about what information to post and how to go about doing it so your blog becomes more than a one-way conversation.”
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Web 2.0 for Publishers
In this presentation to The Wisconsin Publishers’ Production Club’s (WPPC) Catalog Innovations meeting in January, Netconcepts’ Director of E-Business, Hershel Reese explains how Web 2.0 has great implications for catalogers and publishers online.
RSS feeds are changing the way people are consuming their media. You need to stay on top of this channel in order to remain competitive online.
Web 2.0 is also changing the way people interact with web properties. The user generated content phenomena is helping site owners to actively engage an audience and build community online.
This presentation will also discuss how one online publisher, www.dmnews.com, is leveraging the Web 2.0 tool kit.
Social Media Sites are emerging as a channel to be reckoned with online. If you are not participating in these communities you are missing opportunities for increased brand recognition and traffic to your sites.
You Will Discover:
- Best practices for RSS usage
- The benefits of user generated content
- Why tagging matters for website owners
- How industry leaders are leveraging Web 2.0
- How social media can bump up your traffic and impressions
This presentation was originally held on Tuesday, January 30, 2007 at The Country Springs Hotel in Pewaukee, WI.
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Contact Us
HEADQUARTERS
2820 Walton Commons West, Suite 123
Madison, WI 53718 USA
Phone: (608) 285-6600
Toll-free: 888 207-1109
REGIONAL OFFICE
36 Anzac Rd., Browns Bay
Auckland, New Zealand
Phone: (+64) 9 476-4601
infodesk@netconcepts.com