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

November 5th, 2002

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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.

Secrets to High Search Engine Rankings: Turning the Search Engines into Your Virtual Sales Force

Sales & Marketing Executives International webinars — online

October 31st, 2002

Seminar by

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

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

March 12th, 2002

Seminar by

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!

Strategies for Customer Promotions

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

June 16th, 2001

Seminar by

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

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

Beauty Online 2001 — San Francisco, CA

March 26th, 2001

Seminar by

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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