Web Strategy & Marketing Series
Understand how the internet can improve your business by taking the series which includes all four programs and save 10%.
Creating a Smart "Web Business Plan"
The single critical factor to a successful Website is solid planning. This session gets at the roots of how to effectively integrate the Web into the way you do business. You will find out how to determine what the best Web approach is for your business, how to develop the key components of a Website plan including strategies, objectives, and target audiences - essentially a "Web business plan.. You will leave this session with a good understanding of the components of a Website plan that is strategically sound.
Through case studies, group discussions, and short exercises you will learn to:
- Build a great "Web business plan"
- Hone in on the right target audience
- Choose content and site organization that appeals to your audience
- Understand realistic objectives for a Website and how to measure success
- Effectively integrate your existing business process and marketing communications into the Web
- Realize long-running success year after year
Instructor: Sandra Bradley, Web Strategy and Marketing Consultant, aei
media, inc.
Sandra has led web strategy and marketing consulting initiatives for
leading companies for over 12 years. Her focus is on helping companies
succeed online including strategic consulting, online business
planning and revenue generation, e-commerce, online brand development,
and web site interface evaluations.
She is an independent consultant specializing in web strategy and
online marketing and also leads Web Strategy and Marketing and
E-Merchant groups for the elite UW E-Business Consortium. Through the
consortium, she regularly provides subject-matter expertise to
companies such as Lands' End, American Girl, Swiss Colony,
Eastbay/footlocker.com, Promega, Brady Corporation, and many others.
Sandra most recently drove online marketing thinking for a national
base of B-to-B and B-to-C clients as the Director of Interactive
Services for Hiebing, a leading marketing and branding strategy firm.
Prior to joining Hiebing, she founded and led Aesention, Inc., an
award-winning web design and development firm that merged with Hiebing
as its interactive division.
As a coach and trainer for many years, she leads on-site training and
coaching sessions in a variety of corporate environments working with
individuals and groups to bring best practice thinking to online
initiatives.
Building an Effective Web Presence
You don't necessarily need a big budget to create an effective Website for your business. We will look at cost-effective ways to build a highly successful Web site that magnetizes your customers and is easy to maintain over time.
Through case studies, group discussions, and short exercises you will learn to:
- Effectively critique the good, bad, and ugly in the Web world
- Get up to speed on essential tools and technologies
- Incorporate existing marketing communications into the Web
- Evaluate Web editors and ways of maintaining sites to find which is best for you
- Avoid the top ten most common Web design mistakes
Instructor: Sandra Bradley, see bio above.
Best Tactics for Promoting Your Website
Getting people to a site is half the battle. This session will focus on promoting your site in the online world with direct e-mail, paid listings, and search engine and directory placements. You will learn about selecting which directories and search engines to target and how to get listed in the right way. Measuring site traffic and determining success measures are discussed.
Through case studies, group discussions, and short exercises you will learn to:
- Build the right kind of traffic
- Create an effective e-mail campaign and build and manage your list
- Use best practices for page and site development to leverage search engines
- Determine if advertising or paid opportunities are for you
- Look at site usage and how site statistics can be used in Web maintenance
Instructor: Sandra Bradley, see bio above.
Nuts and Bolts of E-commerce
Open your businesses' doors to the world with an e-commerce site. In this session you will learn what it takes to successfully and securely conduct transactions on your business web site while taking away lessons learned from what makes shopping experiences succeed or fail.
In this session you will learn:
- Developing an e-commerce strategy
- Top tips for a successful e-commerce site
- Review lessons learned - examples of successful and unsuccessful sites
- Paying attention to security and privacy
- Options for tools and technologies and advantages and disadvantages
- Steps for building an e-commerce site
Instructor: Sandra Bradley, see bio above.