Small Business Marketing Unleashed

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Agenda Day 1: Sessions Day 2: Workshops Speakers Speed Networking Networking Dinner
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Small Business Marketing Unleashed General Sessions

Day 1 - Monday, September 22, 2008

8:30am-9:15am

A Common Sense Approach to Online Marketing
While it's easy to get overwhelmed about going up against big businesses in marketing realms like search engine optimization, blogging, viral marketing, community building and analytics, a good dose of common sense can really level the playing field. This panel aims to set the stage for the rest of the show by helping you change your perspective on competing with the big boys.

Moderator:
Jennifer Laycock, Editor-in-Chief, Search Engine Guide

Panelists:
Matt Bailey, Founder, Site Logic Marketing
Stoney deGeyter, President, Pole Position Marketing
Matt McGee, Director of Search Strategies, Key Relevance
9:15am-9:30am Morning Break
9:30am-10:30am

Site Architecture
You may have heard it said that having a search engine friendly site is key to success on the web. That's fine and dandy, but what in the world is a search engine friendly site? Find out how to code your site to make a difference in how well you rank in the search engines. Learn what tags and attributes are essential to gaining those top rankings. Even if you know nothing about HTML, this session will arm you with the knowledge to help your programming team get your site in shape.

Speaker:
Stoney deGeyter, President, Pole Position Marketing

Building a Community
There's no doubt the best endorsements come from happy and loyal customers. So what if there was a way to build a community around your web site? A community that helped keep your content fresh, your ideas flowing and the links 'a coming. Turns out, there is. Of course to build a community, you need to have some personality. That's why we've got Sage Lewis, the king of personality, coming in to show you how to leverage yours.

Speaker:
Sage Lewis, Founder, SageRock Marketing
10:30am-10:45am Morning Break
10:45am-11:45am

Creating Great Content
One of the biggest stumbling blocks for small business web sites is their content. Find out why content and copywriting plays such a huge role in the success of your web site. Learn what type of content is essential to include and get some tips and insight into how the words you use can impact the actions people take once they reach your web site.

Speaker:
Heather Lloyd-Martin, President and CEO, SuccessWorks Search Marketing Solutions

Social Media Marketing Conversations
Social media marketing is one of the most talked about online marketing tactics of 2008, but does social media really work? Does it build positive buzz and name recognition for your company? Does it produce sales? Or, does it simply cause your server to crash under a short-lived traffic spike while you try to pick up the pieces? Take a walk through the social media marketing landscape and get solid tips on making this medium work for you. Find out why Jen abhors the term "social media marketing" and instead pushes for you to understand the value of social media conversations.

Speaker:
Jennifer Laycock, Editor-in-Chief, Search Engine Guide

11:45am-1:00pm Networking Lunch
1:00pm-2:00pm

Paid Search Advertising
While pay per click advertising can be a quick and easy way to drive traffic to your web site, it can also be a quick and easy way to drain your bank account. Learn how to get the most bang for your buck from each of the major paid search engines by choosing the right keywords, writing relevant ads and optimizing your landing pages. Christine will share the simple tweaks you can make to dramatically cut your average cost per click while increasing your sales so you have the best chance against companies with much deeper pockets.

Speaker:
Christine Churchill, President, KeyRelevance

Blogging for Business
Many businesses are trying to figure out whether they need to integrate blogging into their marketing plans. What will be the ROI from blogging? Will customers be more inclined to buy because you have a blog? These are just some of the questions being tossed around by intrigued marketers. In this session, Mack Collier will touch on blogging as a component of a greater marketing scheme for your small business including engaging content, customer feedback, and sales tools. Mack will also offer up some tips and tricks in building your blog and your audience. You'll leave this session armed with new ideas for how blogging can impact your marketing plan.

Speaker:
Mack Collier, Owner, The Viral Garden
2:00pm-2:15pm Afternoon Break
2:15pm-3:15pm

Link Building
Need links? Of course you do! In order to rank well and successfully promote your online business, you need an effective link building program as part of your over-all SEO strategy. Link guru Debra O'Neil Mastaler walks attendees through the world of links. Find out why search engines rely so heavily on links, where to find links and why a good link can send sales through the roof.

Speaker:
Debra Mastaler, Owner, Alliance Link

BIG-Impact Branding (for Small Businesses)
Why sell a humdrum hamburger when you can market a happy meal? A drop of chocolate when you can divine the Hershey's kiss? A gigantic database when users go ga-ga over Google? Make no mistake, brand matters--no matter the size of your business. Whether your company targets consumers or professionals, a strong brand is your single best shot of making sure your business stands out, stands apart, generates high sales and has staying power. In this presentation, you'll be walked through the What's, Why's and How's of creating BIG impact for your brand (even if your company is small).

Speaker:
Christina Kerley, Founder, ckEpiphany Marketing
3:15pm-3:45pm Afternoon Snack Break
3:45pm-5:00pm

The Impact of Universal Search
One year after release, Google's search results pages been completely rearranged by Universal Search. Some listings have been pushed off the page, and new listings have generated unexpected traffic for site owners. Learn how this system works, how to get in early, and how the strategy for getting into Google's universal search results differs from traditional SEO. This session will cover basic strategies for getting image listings, local listings, news, video and images indexed by Google and other search engines.

Speaker:
Michael Stebbins, Co-founder and CEO, Market Motive

Finally Understanding Analytics
Analytics are a gold mine of information, just waiting to be uncovered. The results of your campaigns, effectiveness of the website, and the efficiency of your rankings can all be measured with a good analytics program. Unfortunately, too many small business owners make decisions about the sites without understanding how customers use it. This session aims to help you understand that analytics is not about numbers, but about customers.

Speaker:
Matt Bailey, President, Site Logic Marketing

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