Stay Informed

Key takeaways: In this class you’ll learn:

• Overview of the social media landscape in 2022 and benefits of using social media marketing.
• A look at Facebook, Instagram, Twitter, TikTok and LinkedIn, comparisons of each platform and how to decide which platforms are best for your business.
• Fundamentals of an effective social media strategy.
• Creating content that resonates and appeals to your audience, including real life examples and what type of content performs best on each platform.
• Finding relevant and top performing hashtags in your industry.
• How to successfully grow your following using organic tactics.
• How to develop digital media without a graphic designer or video editor.
• How to calculate the best times and days to post for maximum reach and engagement.
• Social listening and sentiment analysis.
• Best practices for recycling evergreen content.
• Free and paid tools and apps that help with managing multiple social media accounts.
• Creating a useful content calendar and an editorial calendar to streamline the social media management process.
• Monthly statistics and reporting that matters.
• How social media integrates with other facets of digital marketing.
• Eight planning checklists, workbooks, and templates to help get and keep organized.

Key Takeaways:

• We’ll cover how a Google Ads account is structured, its limits, and how to get around those limits.
• You’ll see eight ways to find the keywords (and your competitors’ keywords) that your target audience uses.
• We’ll show you several simple spreadsheet tips to change keywords into lower cases or translate your keywords into sixty-six languages (or more). Another tool creates permutations of your top keywords.
• We’ll see how to test keywords to find the best ones.
• Are the keyword projections for traffic and bids real or fake data? What can you use from that data?
• How to sort keywords into categories for the phases of your buying cycle or purchase funnel.
• Finally, we’ll do a walk-through of a Google Ads account.

Key Takeaways:

• The importance of email within the multichannel strategy.
• Understanding the objective hierarchy to guide your strategy & setting SMART objectives.
• Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement.
• How to determine the right day of the week/time of day to send your emails and how often to communicate with them.
• Creating a thorough pre-send testing Quality Assurance (QA) process to minimize mistakes.
• Know your metrics—analyzing your results for trends, issues and potential future opportunities.
• Testing as a strategic issue; 5 steps to create tests that actually get results you can use (across channels!).

Key Takeaways

• 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.

The Google Analytics 4.0 course is a three-part workshop. Each part is two hours for a total of six hours. You can take the courses individually or sign up for all three for a signifcant discount. Take the course either live or recorded.

Key Takeaways

• Keyword Research: We look at free tools to find thousands of keywords, including your competitors’ keywords. You’ll also see how to find your audience's questions when they search.
• You’ll see how to test keywords to find the best ones. Then, use free tools to convert your keywords to lower case (to remove duplicates), sort keywords into categories, make permutations of your top keywords to create more keywords and translate your keywords into sixty-six languages.
• Finally, we look at how Google reviews and selects websites. What are their selection criteria? What do Google’s 8,000 Quality Reviewers look for? What do they want to see? What are their red flags? This gives you ideas for improving your pages. (We’ll give you copies of Google’s manuals.)
• Each section includes a checklist for your work. We also give you spreadsheets for managing your keywords.

Quick summary of key takeaways:

• 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.

We cover the four major parts of digital advertising with Google Ads:

• The keyword match modes, including negative keywords, how they differ, and how to use them.
• How to easily add tens of thousands of keywords to your account.
• How keywords, ads, and landing pages work together in Google Ads, with an example of text ads, image ads, and the landing page.
• You’ll see where your ads appear in the Google search engine, on Google sites such as Gmail, Maps, and so on, plus the several million sites in the Google Ads distribution network.
• We cover the types of ads in Google Ads, including Responsive Search Ads (RSAs) and Dynamic Search Ads (DSAs), with examples of actual data.
• How to use dynamic insertion in your ads so your visitors’ keywords are inserted into your ad, and live countdown clocks (such as “Offer ends in 4 days, 6 hours, 22 minutes!”). You can show offers to different audiences. For example, new visitors see a 10% offer, and returning visitors see a 30% offer. You can also insert an image from your landing page into your text ad, such as photos of your products, your company logo, and so on to get more clicks.
• You can use dynamic insertion for mobile ads, so desktop visitors see one offer while mobile visitors see another offer, such as “Free shipping for mobile orders!”
• Responsive Display Ads (RDAs) let you create ads that self-adjust to any device’s screen size.
• We also show a trick so you can fill the entire mobile screen, so your ad is the only thing your visitors see.
• You can use A/B Split Tests to test ads so you can develop the best ad (with examples and data). You can use A/B split tests without any special tools. A simple method lets you quickly pick out the best ads. You’ll be able to get your team of interns to write better ads than people with ten years of experience.
• And finally, we’ll show you how to use the app for Google Ads so you can manage ads on your phone when you’re away from the office.