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Use Google Analytics 4.0 for Digital Marketing: A Three-Module Workshop Series
Use SEO for Digital Marketing--Module 2, On-page SEO and Technical SEO
Key Takeaways:
- How to optimize your pages.
- SEO for the text on your page, including headings, body text, and links.
- How to write meta-tags, along with a spreadsheet to manage meta-tags.
- Tools to see the meta-tags on your site (and your competitors’ sites).
- How to do SEO for images, including ALT tags and the hidden meta-data.
- Technical issues include canonical tags and HRefLang tags, 404-error pages, 301-Redirects, how to find and fix broken internal links, and XML sitemaps for pages and images.
- Lots of examples of code for you to copy, edit, paste, and use.
- Checklists for on-page SEO and technical SEO.
Podcast Strategy and Promotion Masterclass, a 2-part Series of Workshops
- After this course, you will have learned how to determine the logic and goals of your show.
- You will also be able to choose the right hosting venue for your podcast and whether to include a video version.
- We will cover the list of prep steps so you start successfully.
- You will have a guide to creating your format including the intro and outro copy that will be evergreen.
- We will review how you are sharing out your show with your followers and lists.
YouTube Channel Strategy and Production Masterclass, a 2-module Series: YouTube strategy for building influence and brand positioning, plus how to produce and optimize content; and how to grow your channel and influence
This 2-module workshops series will teach you what you need to know to formulate a successful strategy for your YouTube content that will, in turn, help you to build your brand’s audience and influence.
Quick summary of key takeaways:
- The correct mindset and focus necessary for starting your channel with the best chance of success.
- The different content types at your disposal, and their pros and cons.
- Strategies and techniques for building your audience on and off YouTube.
- Video production tips and tricks that help you prepare your videos to maximize audience retention and engagement.
- The video upload process, from export settings to thumbnails to keyword tags, and more.
- How to improve video SEO and SERP ranking.
Meta (Facebook and Instagram) and TikTok Advertising Masterclass, a 2-Part Series
- Setup a proper full funnel prospecting, remarketing, and retention campaign structure.
- Learn the various targeting options from custom audiences and social engagers, to lookalikes and trending interests.
- Funnel Strategy—How to properly setup your ad account—Upper, Middle, Lower, Retention.
- Reporting—So many metrics, let’s focus on the metrics that move the needle!
- How to properly test new ads and how to derive actionable insights from the various creative metrics.
- Why user testimonial ads are outperforming all other creative formats and how to stand out using this format.
- Creative strategy, testing and measurement techniques needed for success.
- Creative testing process best practices.
- Ad creative do’s and don’ts.
- And much more.
- Live Q&A.
Use SEO for Digital Marketing--Module 3, Off-page SEO, Google Updates, Reporting SEO
Key Takeaways:
- Off-page SEO covers the changes that you can make outside of your website that affect your ranking.
- How to build quality inbound links.
- How to check if there are links from your site to bad sites.
- How to block bad (toxic) incoming links.
- How to place your press releases on 100+ media sites, magazines, and newspapers.
- If your organization has dozens (or hundreds) of locations, there’s a way to list all of them on Google.
- How to get your organization in the Knowledge Box at the top of Google.
- How to use web analytics to get data and create reports for SEO.
- How to justify the cost of SEO work.
- List of resources for information and help in SEO.
Use Google Ads for Digital Advertising: Module 3: The Google Ads Bidding System and Quality Score
- Google’s auction system and how the bidding algorithm works (with examples).
- Google Ads Quality Score determines your final bid and ranking. You’ll see how to improve your Quality Score so you can use a lower budget and lower bids, yet your ads will show more often, rank higher, and cost less per click than your competitors (you can bid $0.25 and rank higher than a competitor who bids $5.)
- How to set bids, manage bids, and manage your budget.
- How to use portfolio theory for your ads.
- How to calculate KPI’s (Key Performance Indicators). We’ll send you a KPI eBook.
- An example of a large account with 200,000 keywords where cost-per-click (CPC) fell from $0.76 to $0.07, clicks jumped up from 52 clicks per day to 17,650 clicks per day, and the click-through-rate (CTR) went from 0.12% to over 8%.
- We’ll look at a tool that lets you manage several Google Ads accounts. Another Google tool that lets you manage hundreds of thousands of keywords. These tools are available only by request from Google. We’ll show you how to get them.
- A series of slides cover how to manage global ad campaigns by time zone, continents, and languages.
- Finally, if you’re a non-profit, how to use Google Foundation Grants as a test bed for your Google Ads campaigns.
Email Marketing Masterclass, Module 2: Improving email deliverability to get your emails in the inbox
In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas; for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content and how engagement impacts deeper than just your top-line results. We’ll also dive into specific strategies to monitor your situation on an ongoing basis, fix problems as they arise and optimizing your sends for Hotmail and Gmail specifically.
Content Marketing Masterclass, a 2-Module Series
- Establish your content ecosystem and lay your digital footprint.
- Create an engaging content calendar and build effective, omnichannel promotional plans.
- Build an effective content operations model.
- Create a robust SEO content strategy.
- Learn to analyze and optimize your content.
- Understand advanced content marketing techniques and the powerful Artificial Intelligence (AI) and Machine Learning (ML) tools at your disposal.
Testimonials
This was great, answered 99% of my Google questions in an efficient 2 hour format.
Very relevant and timely, presented in easy to understand fashion.
Slides were very detailed and informative.
Lots of excellent data. Great actionable information tools and guidelines.
Great technical info – very usable! Thanks!
This workshop was perfect for me – just the right amount of information at the right level. I will take it back to the company and find out how we analyze and make some suggestions where necessary.
Discussed strategy and practical tips.
Smart use of language that lined up with the presentation.
Great preso!
This workshop is a great idea and great job pulling together.
Comprehensive coverage of available tools. Examples and best practices of different tactics.
Love all the case studies shared from the panelists.
My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.
Insightful & timely actionable information I can take to the bank – great use case examples and fresh perspective on ABM.
Provided a great start to the presentation that was though out and beneficial.
The content and information of the presentation was awesome and the instructor clearly and effectively communicated the teaching, It would be great if the actual presentations slides had less words and were a bit more designed and polished to help visually assist the concepts and learnings.
DMA always provides great speakers on timely topics.
John clearly knows his area of expertise. A very broad topic with many layers is hard to convey in a brief timeframe, and he was quite effective in doing so.
Excellent subject matter and panel. Keep them coming.
Excellent overview , this made my time worthwhile today!
Important updates and discussion on critical B2B lead generating efforts.
A great collection of information that I [will] begin to implement immediately into my direct marketing strategies.
Well prepared presentations w/real world examples and speakers.
I found the material relevant, timely & current. This is info that you can’t get anywhere else. Audience participation makes the day.
Great presentation informing about a marketing strategy tactic that I wasn’t very familiar with. Will be considering in our mix for the future.
Yes! Every time I attend a DMA luncheon, I walk away pleased w/the investment of my time. It is always worthwhile for me to carve out the time.
Very valuable info that can apply across verticles.
Really liked the forum – panel discussion. Great, knowledgable speakers, work well together.
Just a bunch of great insights & tips.
Really liked the various backgrounds of the speakers & different perspectives they brought!
Very well run, comfortable setting to ask questions in & I appreciate the different perspectives of the panelists.
Incredible presentation! Engaging and insightful until the very end!
What a wonderful way to spend an afternoon – eating a delicious lunch and learning about valuable marketing topics.
Marketing changes so quickly with new technologies & approaches. DMA helps me keep up!
Detailed, in-depth information across social platforms that you can’t find elsewhere.
The depth of information was quite good and I particularly found helpful the focus on applicable marketing use cases.
Real-world true-life tales from the frontline of B2B marketing.
My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.
A lot of info, mostly new to me but very educational. Will look for ways to implement what we learned into practice.
Very informative & entertaining. Learned a lot in two hours.
Excellent presentation about a very interesting business topic.
DMAnc continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.
This workshop gave a great overview of the insight that Google Analytics can provide. Though I have been using Google Analytics for years this course still provided new ways of thinking and reporting that I will be applying when analyzing my company’s website.
Great guidance for targeting audience and making advertising more of a conversation.
