Member: Breakthrough Technology to Better Integrate Digital and Direct Marketing
Through advances in technology, addressable media marketing platforms exist today that take the integration of Direct, Digital, Mobile, and Social to the next level, with the unprecedented ability to use address level data to deliver digital media ONLY to your most desired prospects.
Direct marketers know the significance of data, and spend valuable resources ensuring that their direct mail and email targets those data segments most likely to respond. Advanced technical and social platforms have opened the ability to further leverage this data, allowing the precise integration of digital, social, and mobile channels with traditional direct mail to deliver incremental conversion and known attribution with greater ROI.
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This workshop takes a practical view of ABM and cuts through the hype that often surrounds it. Through the eyes of small and mid-size companies we’ll focus on the key elements necessary to plan and execute a realistic ABM program with a positive ROI.
We’ll look at Google’s overall strategy for indexing and ranking. We’ll then look at how Google uses AI to index and rank pages, along with a sample website that ranks #1.
We then dive into many technical issues, such as broken links; bounce rates (how to identify, how to fix); page speed (with quick fixes); how to make XML sitemaps and XML image sitemaps in only a few minutes; how to edit EXIF meta-data; how to find your site’s indexability; how to use 301s to fix 404s (and what that means in plain English!); how to set up an SEO help desk at your company; and how to do international SEO with HRefLang tags.
You’ll see how a Google Ads account is structured and we’ll do a live walk-through of an Ads account. You’ll see how to quickly find 10,000 keywords, including your competitors’ keywords, and how to test those keywords to find the best keywords.