SEO Through Blogs & Feeds

Search Engine Strategies — Chicago, IL

December 10th, 2008

Panelist:

Not yet running a blog? Not syndicating your content through web feeds? Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

Moderator:
Rebecca Lieb, Contributing Editor, ClickZ

Speakers:
Lee Odden, CEO, TopRank Online Marketing
Sally Falkow, President, PRESSfeed
Stephan Spencer, Founder & President, Netconcepts, LLC

Integrated Email Marketing and Online Communications

BrightStar Training — Wellington, NZ and Auckland, NZ

March 10th and 11th (Wellington) and March 17th and 18th (Auckland)

Workshop by

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 â?? 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. Youâ??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 â?? what are the ways around it?
  • How to ensure compliance
  • International spam laws â?? 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 â?? what type of data do you need?
  • What are the reporting data requirements?
  • “Quantity” vs. “Quality” â?? retaining the active subscriber
  • Cleaning and maintaining data â?? changes, adds, deletes, fixing misspellings
  • What is â??provable permissionâ?? â?? recording and time stamping of permission received
  • “Offline permission” â?? 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 â?? 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” â?? planning content your subscribers actually want to read
  • Exploring the 19 creative elements (the from line â?? 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 â?? 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 â?? messages sent back from ISPs
  • About false positives
  • Whitelisting â?? how to get your message delivered every single time
  • Image suppression â?? whatâ??s getting delivered?
  • Authentication and reputation
  • Rendering your message in email readers

RSS â?? 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 â?? individualized RSS, sending personalised communications just like email
  • Content distribution and syndication

Blogging â?? Participating in the Ongoing Conversation

  • The New Zealand and international blogospheres
  • Starting a blog – how to choose a theme
  • Posting content â?? what, how, when
  • Dealing with comments
  • Making friends â?? increase your presence in the blogosphere
  • Integrating your blog with email and RSS
  • Use of video (vlogging) and audio (podcasting)
  • Reporting on performance

Alternative Discovery and SEO – Feeds, PDFs, and Blog SEO

PubCon 2007 — Las Vegas, NV

December 5th, 2007

Panelist:

Learn the best tips, tools, and techniques for non-traditional optimization for both indexing as well as ranking support. This includes files such as PDFs, docs, podcasts and RSS feeds.

Panelists:
Rick Klau, Strategic Partner Development Content Acquisition, Google
Stephan Spencer, Founder & President, Netconcepts
George Aspland, Founder & President, eVision

SEO Through Blogs & Feeds

Search Engine Strategies — San Jose, CA

August 22nd, 2007

Panelist:

Not yet running a blog? Not syndicating your content through web feeds? Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

Speakers:
Greg Jarboe, President and Co-Founder, SEO-PR
Stephan Spencer, Founder and President, Netconcepts, LLC
Rick Klau, Strategic Partner Development, Google
Doug Hay, Principal & CEO, Expansion Plus Inc.

RSS, Blogs & Podcasts: Successful Syndication Tips

Search Engine Strategies 2007 Canada — Toronto, Canada

June 12th, 2007

Panelist:

Syndication technology (RSS) makes it easier to build an audience for your content, because your readers or listeners become subscribers using non-intrusive “feed readers.” An overview of the growth of RSS plus a special focus on podcasting. This session will also include tips on blogging and podcasting for (a) profit; (b) credibility and reach.

Moderator:
Ian McAnerin, CEO, McAnerin Networks Inc.

Speakers:
Stephan Spencer, Founder and President, Netconcepts, LLC
Mitch Joel, President , Twist Image
Amanda Watlington, Ph.D., APR, Searching for Profit

Making Blogging and RSS Pay Off

ACCM 2007 — Boston, MA

May 21st, 2007

Panelist:

Hear it right from the horses’ mouths, i.e. those who have actually made their blogs and RSS feeds pay in real dollars. Steve Spangler Science, for example, attributes 13% of all online sales to their blog. Hear the secrets of how they garner qualified traffic from the search engines, uncover the pitfalls and hazards, and learn what resources are required to do it properly.

Moderator:
Stephan Spencer, Founder and President, Netconcepts

Panelists:
Steve Spangler, CEO, Steve Spangler Science Inc.
Pinny Gniwisch, Founder & EVP Marketing, Ice.com

The Need for Feeds: Understanding RSS & Blog Marketing

Web 2.0 Expo — San Francisco, CA

April 18th, 2007

Panelist:

This session will cover how to use blogs and RSS feeds as user-driven marketing platforms to enhance and improve content publishing and syndication. Panelists will discuss how blogs and RSS marketing can be used to enable access to any web site, device, content platform, or application; and enable users to consume content in whatever form they desire and whenever they want. Learn the best tips, tools, and techniques to optimize content delivery via blogs and RSS for maximum reach and effectiveness. Find out how RSS marketing can be used to increase organic search opportunities, and how blogs and feed metrics are collected and analyzed.

Moderator:
Niall Kennedy, Principal, Hat Trick Media

Panelists:
Bill Flitter, Founder and VP of Marketing, Pheedo
Don Loeb, FeedBurner
Stephan Spencer, Founder and President, Netconcepts

SEO Through Blogs & Feeds – Advanced Organic Track

Search Engine Strategies (SES) — New York, NY

April 11th, 2007

Panelist:

Not yet running a blog? Not syndicating your content through web feeds? Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

Speakers:
Stephan Spencer, Founder and President, Netconcepts
Rick Klau, Vice President of Publisher Services, Feedburner
Sally Falkow, President, Expansion Plus
Greg Jarboe, President and Co-Founder, SEO-PR

Blog & Feed Search SEO

Search Engine Strategies — Chicago, IL

December 6th, 2006

Panelist:

This session explores how specialized blog and feed (RSS/Atom) search engines gather content and provides tips on tapping into these growing forms of traffic.

Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies

Speakers:
Amanda Watlington, Ph.D., APR, Searching for Profit
Stephan Spencer, Founder and President, Netconcepts, LLC
Rick Klau, FeedBurner

Link Building Your Way to the Top of the Rankings

eComXpo — online

October 24th, 2006

Panelist:

Links are the currency of the search engines. Without good inbound links to your web site, your SEO efforts will be in vain. Link building is arguably the most difficult, most misunderstood, and most poorly executed aspect to SEO. Join SEO and link-building experts Stephan Spencer and Eric Ward as they guide us through the quagmire and show us the way to great search engine rankings.

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