Continental Breakfast

Search Marketing Boot Camp - Morning Session
Jennifer Laycock, Search Engine Guide

Call to Action Workshop – Conversion Optimization Training – Part 1
Bryan Eisenberg, Future Now, Inc.

Lunch Break

Search Marketing Boot Camp - Afternoon Session
Jennifer Laycock, Search Engine Guide

Call to Action Workshop – Conversion Optimization Training – Part 2
Bryan Eisenberg, Future Now, Inc.

Networking Cocktail Reception Sponsored by Google
Belvidere Foyer

Search Marketing Boot Camp

Search Marketing Boot Camp

Search Engine Marketing Training

Wednesday, August 8, 2007

Spaces Limited

8:00am–5:00pm

Search engine marketing has quickly grown from a cottage industry into a multi-billion dollar marketing powerhouse. According to a report issued by the Search Engine Marketing Professionals Organization, search marketing accounted for roughly $5.75 billion in advertising spending in 2006. Piper Jaffray's Safa Rashtchy has predicted that paid search advertising alone will account for more than $33 billion in annual spending by the end of 2010.

With search engine marketing quickly expanding beyond the simple realm of keyword research, on-page optimization and traditional paid search campaigns, it's becoming more and more difficult for businesses to know how and where to break into the mix with their own search related marketing efforts.

If you are planning on attending a future Search Engine Strategies Conference, but are not yet familiar with the nuances of search engine marketing, link building, viral marketing and online reputation management, this seminar will provide you with a crash-course in all things search marketing related.

This workshop is for anyone new to the world of search engine marketing that wants to gain a better understanding of the basic concepts at play in this field before attending the more in-depth sessions offered at the Search Engine Strategies Conference series.

• Organic search engine optimization
• Keyword research and On-page Copy Issues
• Paid Search Advertising
• Local Search Marketing
• The Impact of Social Media
• Link building and viral marketing
• Online reputation management
• How search marketing integrates with traditional forms of advertising

In this workshop, you will gain a better understanding of the current state of search engine marketing and how it applies to various business models. While this workshop will include a focus on the basic concepts behind search engine optimization and paid search advertising, it will also explore "alternative" search marketing techniques like link baiting and viral marketing, social media outlets, blog marketing, online reputation management and local search.

In a world that moves as fast as the Internet, learning the basic concepts and techniques that form the building blocks of a solid search marketing plan can be difficult. Without those basic building blocks, marketers often find themselves spinning in circles to keep up with the wide array of search marketing related options.

• Planning
• Understand the goals of a search engine algorithm and to anticipate upcoming changes without having to "algo-chase."
• Reach out to potential customers based on the way that they interact with search results during various stages of the search buying cycle
• Determine which paid search advertising options are the best fit for your business
• Create unique and interesting content that will propel your link building and viral marketing campaigns
• Identify appropriate social media outlets for promoting your products and services
• Take advantage of blogs and other forms of consumer generated media to generate positive buzz about your company

Jennifer Laycock, is the Editor-in-Chief of Search Engine Guide, an online publication aimed at educating Small Business owners about search engine marketing, viral marketing and online reputation management. Jennifer also operates as an independent online marketing consultant specializing in organic search marketing and viral marketing. Her clients have included companies like Verizon, American Greetings, Highlights for Children and Option-Line, a national crisis-pregnancy hotline. She is also the author of the popular e-books "The Small Business Guide to Search Engine Marketing" and "Zero Dollars, a Little Talent and Thirty Days."

Known for her down-to-earth style of teaching and a special focus on educating small business owners, Jennifer focuses on inspiring companies with new ideas without leaving their heads spinning with techno-talk. She is author of "The Small Business Guide to Search Engine Marketing" and of the free "Zero Dollars, a Little Bit of Talent and 30 Days" series

Jennifer is a requested speaker and has served as both a panelist and a moderator at Incisive Media's popular Search Engine Strategies conferences, the eComXpo virtual trade show, Microsoft's Small Business Summit and several local search marketing training seminars. In 2005, Jennifer delivered the keynote presentation at the MIVA Small Business Conference. She has also been interviewed and quoted by a variety of publications including The Financial Times, USA Today, The San Francisco Chronicle, The Wall Street Journal and Entrepreneur magazine.

Call to Action Workshop – Conversion Optimization Training

Call to Action Workshop – Conversion Optimization Training

Optimization Training

Wednesday, August 8, 2007

Spaces Limited

8:00am–5:00pm

Landing page optimization and conversion rate improvements are no longer simply buzzwords. The rising cost of driving online traffic means marketers are paying more for less return on their ad dollars.

To keep up, online marketers must roll up their sleeves and dive into conversion optimization. Optimizing your landing pages and your website is a proven means of increasing your conversion rates and realizing improved ROI.

The Call to Action Workshop includes the information you need to know to achieve dramatic results from your online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this training will be your own Call to Action. This workshop will demonstrate how these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

• Everyone from beginner to experienced optimizer will benefit from this training.

• TheCall to Action Workshop will help you understand the roles of web analytics, web design, usability, social media, information architecture and search engine optimization in the context of conversion rate marketing. The Call to Action Workshop is a step-by-step, how-to seminar organized around the instructor's blockbuster New York Times & Wall Street Journal best-seller "Call To Action" and the "Conversion Expert's Workbook".
  Bring Your Laptop – You'll Want To Work on Your Website At The Seminar

Some of The Topics That Will Be Covered:

• Planning
  • Is there a unified understanding of the sales and value proposition of the business?
  • Evaluate how well you have done planning your site, including everything that happens before your visitors reach your site.
  • Developing and communicating your UVP (Unique Value Proposition)
  • Planning the elements for the storyboard of your site
  • Understanding your prospects, and how their behavior varies according to their preferences
  • Taking advantage of your strengths and weaknesses, and more
  • Understanding your customer's buying process

• Structure
  • Do design and technical considerations support the requirements of the sales process and users?
  • Is your Navigation right or in the way?
  • Does the Design/Style (Look/Feel) enhance or detract from conversions?
  • Is your balance of Color & Text versus Images helping conversions?
  • Is the website's Layout helping buyers convert?
  • Is the website's Usability an issue?

• Momentum
  • Does your website motivate a visitor to go from one page to the next and, eventually, to take action?
  • Momentum considers all the elements that motivate on the site.

• Communication
  • Are all forms of "content" (visual, text and other) saying what needs to be said?
  • Is your messaging consistent?

• Value
  • Does your website communicate not only the value of the products or service, but also the value of doing business with you?

• Delighting the Customer
  • What is the overall customer experience on your website?
  • Are your visitors likely to return?
  • Are you creating Brand Advocates?

• Testing
  • Do you have a framework to test and optimize changes on your website?
  • How to identify which pages and sections of your site you should test first.
  • How to get the fastest results from testing now.
  • The different types of online testing
  • Establishing control pages, testing goals and parameters
  • Determining a time/quantity test interval

Bryan Eisenberg is recognized worldwide as a leading expert on online marketing and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts. Bryan also is an inventor of Persuasion Architecture™ for which a patent is pending. Persuasion Architecture is a process for persuading customers when they ignore marketing.

Bryan is a co-author of the #1 best-selling Wall Street Journal, New York Times, USA Today, and BusinessWeek best sellers: "Waiting For Your Cat to Bark?" and "Call to Action". He is the publisher of Future Now's award-winning newsletter GrokDotCom, is the author of ClickZ's column "ROI Marketing", and has been a featured speaker at Ad:tech, DMDAYS, Search Engine Strategies, Shop.org, Internet World, Net.Marketing, DMA Annual, eMetrics Summit, Electronic Retail Association, & ClickZ Email Strategies and also teaches at Roy H William's Wizard Academy.

Bryan has been featured by The Wall Street Journal, The New York Times, Business 2.0, CXO Europe, Forrester Research, Jupiter Research, Miami Herald, BrandWeek, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft's bCentral, MarketingSherpa, the Toronto Star, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing, website design and improving online conversion rates, and web analytics.

Bryan is also one of the founders and Chairman of the Web Analytics Association. A successful entrepreneur in his own right, he also has consulted to and run seminars for companies such as: Universal Orlando, GE, PriceWaterhouseCoopers, AeroTek/ Allegis Group, Dell, Volvo, Computer Associates, Overstock.com, LowerMyBills, Agora Publishing, CafePress.com, SAS and many others.