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

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.

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

November 5th, 2002


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 has nearly 500-fold more pages in Google than,,, and 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”, 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

Essential Ingredients for Web Site Redesign Success

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

October 23rd, 2002

Seminar by

So you’ve decided your web site needs an overhaul. Before you start work, you and your web developers need to do a bit of planning. Going off re-building a web site half-cocked is a sure fire recipe for disaster.

From this seminar you’ll get an understanding of what should go into a Request For Proposal, a strategic brief, a creative brief, a technical specification, a content plan, an Internet marketing plan, and more. You’ll also garner practical tips to keep your web redesign project on time, within the specs, and under budget. And you’ll learn what you need to ask from your web agency to keep them on the straight and narrow, even if you’re not a “techie” or a “creative” but a mere mortal like the rest of us.

If you catch yourself saying any of the following statements to yourself or colleagues, then run — don’t walk — to this seminar!

  • Web design is just an extension of our current marketing collateral – we can reuse the text and graphics from our print pieces.
  • If more people work on it, we’ll get it done faster.
  • The Web is a place where you just try things and see what works – I have a friend who designs web sites in his spare time.
  • Documentation is a waste of time and effort
  • We can design the site ourselves and save money. We just want a group that will make the web pages we sketch out.
  • We’ll send out a Request For Proposal and get lots of good ideas back for free.
  • Web sites don’t need much maintenance. We can do it ourselves. It’ll be fun!

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

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

September 22nd, 2002

Seminar by

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,, Blue Mountain, etc.

Internet Trends (panel)

PAII 2002 (Professional Association of Innkeepers International) — Chicago, IL

April 15th, 2002


Trent Blizzard, Blizzard Internet Marketing
George Newman, Third Millennium Marketing
Stephan Spencer, Internet Concepts
Eric Goldreyer,

Auditing Your Web Site: Minimize Risks, Maximize Potential

PAII 2002 (Professional Association of Innkeepers International) — Chicago, IL

April 14th, 2002

Seminar by

Think your website is the best it could be? Step back and take an objective look
at your website and identify its weak points in the areas of branding, usability,
security, legal, search engine findability, design, content, and more. A magazine
columnist, international speaker, and founder of multinational web design firm
Netconcepts will provide insider information on “best practices” in online
marketing from corporate clients like Birds Eye, Gorton’s Seafood, Wella, and
Midwest Express.

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!

Does Your Web Site Make It Easy For Customers To Do Business With You?

American Marketing Association - Madison Chapter — Madison, WI

February 12th, 2002

Seminar by

Through the Internet, your competition is just a click away from the customer. As a business executive, you need to assess whether it’s easier for customers to do business with you – or your competitors – online. The problem is, you may be too close to your site to most objectively analyze it.

You need practical recommendations that can help decrease abandonment rates while boosting traffic, leads, and online sales. By conducting an independent website evaluation, you can gain a fresh perspective and key insights for a competitive online advantage.

Brian will share his insights into what makes a website work. He’ll
explore website strengths, weaknesses, and best practices; touching on categories like usability, security, visibility, content, legal exposures, e-commerce, public relations, and customer service.

Bring your questions and a notepad for a timely and information-rich session.

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"