The aim of our internet marketing workshop is to give a clear insight into the areas that make up the world of online marketing and how they fit together and then deliver against the goals that companies set for them in today’s ever more competitive marketplace.
The workshop outlines how the online marketing tools integrate best with other marketing techniques and focusses particularly on Search Engine Marketing (with the main focus on Search Engine Optimisation and Pay Per Click) and Social Media Marketing including blogging and the business use of social networking.
Contents
What is online marketing
An overview of the areas that marketers need to consider today and how they relate to a company’s overall marketing mix.
Keyword Analysis: the building block of online marketing
This session looks at the tools available to develop a comprehensive keyword list as well as the methods and techniques to extend your keyword analysis. It will then examine how to determine the main keywords to use with each Search Engine Marketing tools and how best to employ them.
Topics covered:
- Keyword selection tools
- Extending your Keyword Research
- Using the keywords to best effect
- Different strategies for different uses
Search Engine Marketing: Search Engine Optimisation (SEO)
This session looks at Search Engine Optimisation (SEO) in terms of the key principles involved in getting a website in the best shape to be highly ranked in the main search engines. This will include linking strategies and also the importance of analytics and other monitoring tools in the ongoing development process.
Content:
- An overview of how search engines work
- Content and Keyword Density
- How to get the best from the main onpage and offpage components
- Linking Building techniques
- Monitoring results to improve the site
Search Engine Marketing: Pay Per Click (PPC)
Overview of Google AdWords looking at how to get the best results from a PPC campaign focusing on the 3 key stages of keyword selection, advert creation and landing page .
Content:
- Keyword selection
- Campaign and AdGroups setup
- Creating the Funnel
- Advert and Landing page creation
- Managing and tracking the campaign
Other SEM and online marketing options
There are other online marketing techniques which feed into the overall search engine marketing arena and in the last session of the morning, we will take a look at those and their benefits.
Content:
- Online Press Releases
- Affiliate Marketing
- Article Marketing
- Online Newsletters (inc list building)
The Business Blog and its uses
Examination of the implementation, use and development of business blogs as key online marketing and PR tools including their integration with websites and their position at the centre of a B2B online community
Content:
- Key Questions when setting up a blog
- The Green Cross code of Blogging
- Blog Marketing including SEO aspects of blogs
- Optimising blogs for your business
Social Media: coming ready or not
An overview of the major step change that social media has brought in terms of communicating with and influencing customers and other businesses. A look at the main tools available today and how best to evaluate and use them.
Content:
- Overview of Social Media Marketing opportunities
- Social and Business Networking for B2B Marketing
- Twitter and the microblogging phenomenon
- Using Video to attract customers
