What You’ll Learn

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to start maximizing your current email marketing strategy for acquiring and retaining customers, in a world of crowded email inboxes and mobile viewers.

We’ll talk about best practices for both B2B and B2C businesses around email copy, design, and implementation including setting SMART objectives to guide your campaigns, designing emails for engagement (and different devices), writing winning subject lines and email copy, when to send and how often, maximizing the size and quality of your email list, understanding your metrics and successfully conducting testing that gets results.

What You’ll Learn in this Workshop

• The first workshop opens with a quick overview of the role of SEO in your overall digital marketing strategy, including content marketing, SEM (Google Ads), social media, video, and analytics.
• You’ll see how to find thousands of keywords (including your competitors’ keywords) and keyword phrases.
• You’ll see how to use those keywords to write your meta-tags. You can use keyword phrases as headings for articles, web pages, social media postings, and videos.
• You’ll see how to test meta-tags to find the best one.
• The workshop closes with local SEO for companies that have locations in several cities.

What You’ll Learn in this Workshop:

• In this Intermediate workshop, we cover the basic reports in Google Analytics 4.0. In contrast to GA3, which was based on pages, GA4 is based on user behavior and events, so you get a deeper understanding of your audience and what they are doing.
• You can use Google’s sample GA4 account or your own GA4 account. We will go through GA4’s standard menus and options.
• You’ll also learn how to use segmentation in your analytics data. For example, you can separate and compare the traffic by desktop versus mobile users. This is easy to do and has a powerful impact on presenting your data. We also cover the Insights tool, how to share reports, and Google’s tool to write UTMs.