Lorman Marketing Teleconferences

Adding Google+ Into Your Marketing Mix

Wed, 22 Feb 2012 02:01:13 America/Chicago

March 15, 2012

Overview Google+™

• Google+™ Description

• How to Use Google+™

• Why Use Google+™

• Compare to Other Social Media

• Google+™ Pages

• Google+™ Business Pages

Google+™ Set Up

• Account Creation

• Profile

• Community

Google+™ Circles

• Strategy

– Audience Type

– Message Audience Values

– Community Building Opportunity

• Posting

– Broadcast; Targeted

• Interacting/Sharing Content

– Commenting; +1

Managing Your Google+™ Stream

• Bandwidth

• Limit Stream to Particular Circle

• Creating a Hybrid Circle

Google+™ “Accessories”

• Spark/What Do You Love

• Chat

• Hangout - Video Conferencing Capability

• Gaming

Google+™ vs. Other Social Media

Google+™ Third-Party Apps, Extensions, Integrations

Google+™ Tales From the Trenches

• Examples of How Google+™ Has Been Used for Marketing

Gaining Insight into Marketing's Contribution-The Value of a Marketing Dashboard

Wed, 22 Feb 2012 02:00:25 America/Chicago

April 12, 2012

What Is a Marketing Dashboard?

The Role and Purpose of the Marketing Dashboard-The Ultimate Performance Management Tool

Dashboard Examples-The Good, the Bad, and the Ugly

Five Steps for Creating a Marketing Dashboard

Key Marketing Metrics for Every Dashboard

Group Buying Sites: Play or Pass

Wed, 22 Feb 2012 02:00:44 America/Chicago

March 21, 2012

The Group Buying Landscape

• Market Overview

• Typical Group Buying Deal Structure

• Factors Driving the Growth of Group Buying Sites

• Key Players and Recent Developments in the Group Buying Space

Group Buying Deals From the Consumer Perspective

• Value and Relevance

• General Deals and Focused Niches

• National and Location-Specific Deals

• Email: Deal Fatigue and Compelling Messaging

• The Fulfillment Experience

• Mobile Contexts for Deals

Deciding If a Group Buying Offer Is Right for Your Business

• Marketing Objectives That Fit With Group Buying Sites

• New Customers and Cannibalization

• Brand Impact and Customer Experience

• Doing the Math: Net Deal Cost, Cost per Acquisition and Customer Lifetime Value

• Making the Decision

• Taking a Measured Approach

Getting the Most out of Group Buying Sites

• Tips for Optimizing Your Group Buying Program

Landing Page Optimization Crash Course: Skyrocketing Your ROI

Wed, 22 Feb 2012 02:02:11 America/Chicago

April 20, 2012

Why Less Is More When It Comes to Landing Page Design Elements

How to Align the Content of Your Landing Pages With Your Visitors’ Expectations

Techniques for Building Trust and Credibility Online

Tips on Clarifying Your Call to Action

How to Ruthlessly Edit Your Text Down to Simple Headlines and Short Bullet Lists

LinkedIn®: Marketing Techniques to Stand out From the Crowd

Wed, 22 Feb 2012 02:01:52 America/Chicago

March 9, 2012

LinkedIn® Is the Ultimate Personal Branding Tool for Engaging Like-Minded Professionals

LinkedIn® Today – a Review of LinkedIn® Essentials to Develop Your LinkedIn® Brand

LinkedIn® as a Networking Tool – How to Invite and Engage, Communicate and Grow Relationships

Participating in LinkedIn® to Win – Status Updates, Q&A, Group Involvement/Ownership, Effective Messaging

Marketing Metrics: Evaluating the Success of Your Integrated Marketing Initiatives

Wed, 22 Feb 2012 02:01:31 America/Chicago

February 23, 2012

Measuring Marketing Effectiveness

• Challenges: Why It’s Harder to Do

• Solutions: Techniques You Can Use to Measure Marketing

Measuring the ROI of Marketing Spending

• Basic Marketing Metrics for Outbound and Inbound Marketing

• Metrics Beyond Opens and Clicks

Measuring the Customer’s Experience With Your Brand

• Why Market Research Plays an Important Role

• How You Make Market Research Actionable

10 Things You Can Do to Measure Marketing Effectiveness

Strategies for Retaining Unsubscribers

Wed, 22 Feb 2012 02:01:28 America/Chicago

April 3, 2012

Unsubscribing From Your Emails: What Does It Really Mean?

• Leverage Feedback From Unsubscribe to Determine the Why and How to Improve Current Program

• Using the Feedback as a Gift to Increase the Relevance of the Content in Your Email Program and Other Digital Channels

• Unsubscribe Is Not the End of Your Relationship-Determine What Other Channels of Communication Are Right for the Individuals If Email Is Not Their First Choice

Cannot Get to the Inbox? There Are Many Other Easy Ways to Get Your Email Content Noticed

• Leverage Your Participation in Social Media Networks to Extend Your Content Reach and Power up Your Relationships

• Use the Power of Your Email Readers and Their Social Media Networks to Increase the Reach of Your Content

• Blogs, Search Engine Optimization and Communities Carry Your Email Content Beyond the Inbox and Top of Mind for Those Who Have Unsubscribed

Using Social Media and Other Digital Channels to Capture and Keep Online Attention

• Develop a Practical and Productive Social Media Marketing Strategy

• Use the Right Social Media Tools to Reach the Audience You Want

• Create the Best Content That Will Power Your Digital Communications and Keep Them Coming Back

Writing Effective Email Language and Subject Lines

Wed, 22 Feb 2012 02:01:33 America/Chicago

February 28, 2012

Increasing Email Open Rates – Writing Subject Lines

• Power Words That Grab Attention

• Structure and Sequence of a Subject Line

• How and When to Use Capitalization and Punctuation

Improving Clickthroughs – Writing Email Copy

• Techniques to Write Compelling Email Copy

• How to Keep People Reading Your Message

• Tips to Include an Effective Call to Action

Email Retention Strategies – Adding Value

• Tips to Keep Subscribers on Your List

• How to Add Value in an Email and Still Lead People to Action

• Techniques to Develop an Ongoing Email Marketing Strategy