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Conversion Rate Marketing

Step-by-Step Web Marketing (produced by IIR, sponsored by Google, and endorsed by the American Marketing Association) — Atlanta, GA

November 6th, 2002

Workshop by Stephan Spencer

How to Create Email Campaigns That Drive Action and Build Relationships
Learn how to develop objectives and strategies for implementing email communication campaigns that involve email newsletters and promotional emails.
Deliverable is a 2-3 month email campaign.

How to Decipher Your Web Trends to Maximize Results
Learn how to develop, track, maintain, analyze and utilize the large volumes of data available and turn that into useful information you can use to manage and optimize your business.
Deliverable is to develop historical data, current benchmarks and an understanding of what to measure, why to measure it and what it means.

Developing Strategic and Creative Methodologies For Increasing Results

Learn how to increase your conversion rate one step at a time. You goals are for prospects to make purchases, or subscribe, or register, or make referrals. Each of these goals is a “macro-action,” and you can measure its conversion rate. Every one of your macro-actions is composed of a series of smaller micro-actions.

Deliverable is to develop an efficient conversion system matching your selling process to your prospect’s buying decisions by dealing with real examples from your website.

Development Doesn’t Have to be Rocket Science
Learn how to communicate effectively with web developers about what your requirements are. Did you know that of all software development projects are failures? Did you know that 80% of development costs are incurred after the initial project is delivered?
Deliverable is to take your project from concept to wireframe, to storyboard to final prototype independent of what technology your company uses by effectively creating a prototype of an application you want to have developed.

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SEM: What Every e-Marketer Needs to Know (Workshop)

November 5th, 2002

by Stephan Spencer

Step-by-Step Web Marketing (produced by IIR, sponsored by Google, and endorsed by the American Marketing Association) held in Atlanta, GA

Imagine an online ad that costs you nothing per impression, guarantees both a local and worldwide audience actively seeking your products and services, and offers 6 times the click-through rate of a banner ad… a search engine listing.

Search Engine Marketing is the ultimate targeted, low cost and high return weapon in the e-marketer’s promotional arsenal. Using search engines is the second most popular Web activity behind email. 80% of Internet sessions begin at search engines. 55% of online purchases are made on sites found through search engine listings. If you want to grab people’s attention online, you need to know how to get your message to people through search engines.

Companies who do not aggressively address search engine marketing are letting their competitors eat their lunch. Consider that Macys.com has nearly 500-fold more pages in Google than MarshallFields.com, Bloomingdales.com, Nordstrom.com, and NeimanMarcus.com combined! There is a serious gap in your e-marketing strategy if it does not include search engine marketing.

Join us for a hands-on, day-long workshop on search engine marketing, where, with a live Internet connection, we will tackle:

  • Which search engines to target
  • Hands-on keyword research
  • Benchmarking against your competitors
  • Google’s secrets revealed (PageRank, hyperlink text, etc.)
  • Pay-for-performance search engines (Overture, etc.)
  • Building links (directories, niche sites, etc.)
  • Developing a search engine marketing plan
  • Best and worst practices (emulate the leaders, squash your competition)
  • Case studies, including the “inside scoop” on what worked and what didn’t
  • Making your e-commerce or database-driven site “search engine friendly”
  • Measuring the return on your search engine marketing investment
  • Criteria for selecting a search engine marketing agency
  • Online tools and resources

You’ll walk away with loads of practical, actionable tactics and tips. For example:

  • How many pages of your site (and your competitors’ sites) each search engine has indexed
  • The best sites in your industry to get links from for increasing your position in the search results
  • Relative popularities of keywords that your target audience might use (e.g. what’s more popular with searchers - apparel, clothes, or clothing?)
  • Workarounds for “spider traps” and poor search engine practices such as frames, question marks in URLs, Flash, pop-up windows, links that say “click here,” page titles like “Welcome to ABC.com”, pull-down navigation menus, etc.

This workshop is designed with non-technical marketers in mind. But even the Internet-savvy techie will get a lot of this tailored, intensive workshop. Sponsored by Google and endorsed by the American Marketing Association, Sales & Marketing Executives International, and the eMarketing Association.

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Viral Marketing: Starting an Online Word-of-Mouth Epidemic

Sales & Marketing Executives International Annual Conference — Vancouver, BC, Canada

September 22nd, 2002

Seminar by Stephan Spencer

Learn how to start a “word-of-mouth epidemic” centered around your company, brand, products, or services.

  • Putting together the right offer
  • Who’s going to spread your message? (”connectors,” “mavens,” etc.)
  • Making it easy for vectors to spread your message via your Web site
    (”Tell a Friend”, etc.)

  • How to use e-mail to spread your message
  • Potential traps and hazards in viral marketing
  • Best and worst practices in viral marketing
  • Success stories of Hotmail, Unleashing the Ideavirus, HotorNot.com, Blue Mountain, etc.

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Benefits far outweigh cost for this fashion brand

“I highly recommend to undertake a website audit from Netconcepts. The cost of these studies is not high in comparison to the benefits.”

Continue reading »

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Contagious Communications

September 1st, 2002

by Stephan Spencer

Originally published in Unlimited

Ever wondered how late entrant Google overtook its entrenched competitors to become the most popular search engine on the planet? Or how a small upstart called Hotmail became the leader in web-based email and was then purchased by Microsoft for a cool $US400 million?

Continue reading »

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Spam, Spam, Not Spam

June 1st, 2002

by Stephan Spencer

Originally published in Unlimited

Email can be your company’s secret weapon, or it can end up biting you in the backside if it’s seen as junk email or spam. It all depends on the execution. So says Debbie Mayo-Smith…

Continue reading »

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Search Engine Marketing: What Every e-Marketer Needs to Know

Sales & Marketing Executives International - Auckland Chapter — Auckland, NZ

March 12th, 2002

Seminar by Stephan Spencer

Imagine an online ad that costs you nothing per impression, guarantees both a local and worldwide audience actively seeking your products and services, and offers 6 times the click-through rate of a banner ad - a search engine listing.

Join us for a full-on, hour-long primer on search engine marketing from Stephan Spencer, author of Marketing Magazine’s March feature article on search engine marketing and the upcoming Marketing
Magazine Search Engine Marketing research study.

Stephan’s going to talk about:

  • which search engines to target
  • hands-on keyword research
  • benchmarking against your competitors
  • Google’s secrets revealed
  • pay-for-performance search engines
  • developing a search engine marketing plan
  • best and worst practices (emulate the leaders, squash your competition)
  • measuring the return on your search engine marketing investment
  • criteria for selecting a search engine marketing agency
  • online tools and resources

Don’t miss this hands-on session with heaps of audience participation and a live internet connection. You’ll walk away with practical, actionable tactics and tips. It’ll be great, like drinking from a fire hose!

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Strategies for Customer Promotions

Business-to-Business e-Marketing — Madison, WI

June 16th, 2001

Seminar by Stephan Spencer

  • Outbound e-mail marketing
  • Testing and measuring response
  • Website considerations
  • Search engines, keywords, and "landing pages"

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The Internet and Supply Chain Management

Business-to-Business e-Marketing — Madison, WI

June 15th, 2001

Seminar by Stephan Spencer

  • Using extranets to work with channel members
  • Integrating with legacy and ERP systems
  • "Cybermediaries" and auction and reverse auction sites

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Surviving the Dot-Com Shakeout: Strategies to Keep Your Beauty Business Booming

Beauty Online 2001 — San Francisco, CA

March 26th, 2001

Seminar by Stephan Spencer

One of the secrets to staying viable in the fickle online beauty marketplace is to slow your burn rate through the following low-cost, high return marketing strategies and tactics:

  • Email marketing
  • Viral marketing
  • Link building
  • Search engine optimization
  • Pay-for-performance advertising (i.e. an affiliate program)
  • Content distribution

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