Small Business Marketing Unleashed

Details What to Expect FAQ Testimonials
Agenda Day 1: Sessions Day 2: Workshops Speakers Speed Networking Networking Dinner
Conference Center Hotels Transportation COSI Columbus Child Care
Speaking Sponsoring Press Inquiries

Small Business Marketing Unleashed Workshops

Day 2 - Tuesday, September 23, 2008

8:15am-9:00pm Keynote Presentation
9:00am-10:30am

Keyword Research Workshop
No amount of search engine optimization will help your site if you are targeting the wrong keywords. Come and find out how keywords can provide insight into a searcher's intentions and how targeting the right keywords can make an almost overnight difference in your online success. Attendees at this workshop will get a free three day trial of Trellian's Keyword Discovery Tool so they can follow along as Christine Churchill explains exactly how to conduct keyword research.

Speaker:
Christine Churchill, President, KeyRelevance

Local Search Workshop
The days of flipping through a big fat yellow book to find a local business are quickly coming to a close. After all, why settle for a simple phone number when an online search can also net you menus, pricing, hours and consumer reviews? In this workshop, Matt will walk attendees through the most popular local search engines and will show you the best ways to leverage them to promote your business online.

Speaker:
Matt McGee, Director of Search Strategies, Key Relevance

Viral Marketing Workshop
In this workshop, you will gain a better understanding of the concepts, ideas and implementations that are required to launch a viral marketing or link baiting campaign. Jennifer Laycock will walk you through the actual brainstorming process she uses with clients to help you gather information needed to create your own viral campaign. She'll help you learn to identify "key influencers" within your industry and will offer concrete tips on the best way to approach them with your campaign. You'll learn why the Internet has created a unique environment that allows for rapid, inexpensive word of mouth marketing and how you can harness that environment to promote your own products and services. Jennifer will also share some tips on building quick and easy viral buzz by reacting to competitor's viral disasters.

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

General Site Clinic
This hands on work-shop will feature two speakers reviewing sites submitted by attendees. Attendees who submit their sites will be able to ask specific questions about strategy, implementation and problem points. This open forum will allow attendees to learn by gathering feedback not only on their site, but on other attendees sites as well.

Speakers:
Matt Bailey, Founder, Site Logic Marketing
Stoney deGeyter, President, Pole Position Marketing
10:30am-10:45am

Morning Break

10:45am-12:00pm Copywriting Workshop
In this workshop, you'll learn how to rework the content on your site to increase both your search rankings and your sales. Learn how to fine tune your copy, how to fill the content holes on your site and how to reach out to your customers by sharing your company's personality. Come prepared to offer your site up as an example, or to share your two cents to help someone else make their own site better.

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

On Page SEO Workshop
From title tags to keywords to navigation and nofollow, learn about the different things search engines look for on your web site and how to give them the type of content they're looking for. This workshop will look at the most common mistakes site owners make and will include worksheets you can use to give each and every one of your pages an update when you get home.

Speaker:
Stoney deGeyter, President, Pole Position Marketing

Email Marketing Workshop
Where should email fit in your marketing mix? While search and social media can help traffic come to you, the latest email techniques are essential to attract and retain customers in the long run. One of the best ways to do this is through ongoing email marketing and email newsletters. Learn how to grow your mailing list and how experienced marketers increase delivery rates while avoiding the latest spam filters. Understand US law and how to avoid three simple mistakes that can land you heavy fines or even jail time. Michael will explain common email measurement techniques, such as open rates and click rates, and how to craft campaigns that increase them both. Bring a copy of your past or planned email campaigns for review in this informative and interactive workshop.

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

Connecting the Dots: Online (Brand) Reputation Management
As online conversations grow and spread, there's a good chance people are "talking" about your brand using the tools of social media. But how can you find out what they're saying...and how should you be responding? In this workshop, Christina Kerley ("CK") will educate and empower you by connecting the dots of (1) how to monitor what people are saying about your brand + (2) how to leverage their talk to grow relationships and revenues + (3) which techniques to use in responding to positive and negative feedback--as well as tips for engaging brand advocates. All this talk = a lot of opportunity. So use this session's guides and action points as a prime opportunity for managing and elevating your brand's reputation!

Speaker:
Christina Kerley, Founder, ckEpiphany Marketing
12:00pm-1:00pm Networking Lunch
1:00pm-2:15pm

Blogging Workshop
Now that you've got some background in why blogging matters and how companies are using them to spark conversation, come and find out everything you need to know to build a successful blog. From selecting your blog software to planning your blog strategy, Mack Collier's blogging workshop will take the theory you learned on day one and help you put it into action.

Speaker:
Mack Collier, Owner, The Viral Garden

Link Building Workshop
It's not enough to know why you need links, you have to know how to get them. Link guru Debra Mastaler will help you identify solid link partners and will figure out the best ways to approach them. Learn how to look beyond reciprocal links and directories and start focusing on creating a long lasting link marketing strategy that will not only boost your search engine rankings, but will drive traffic and sales as well.

Speaker:
Debra Mastaler, Owner, Alliance Link

Usability and Conversion Workshop
If you've ever tried to find the spare toilet paper in someone else's bathroom, you've experienced a usability issue. Just like the owner of that bathroom, we sometimes get so used to our own sites, we can't see what needs to be fixed. In this workshop, Matt Bailey will walk you through common problems that can make your site a hassle for visitors to use. Find out how even the smallest change can make a dramatic impact on your site's conversion rates.

Speaker:
Matt Bailey, Founder, Site Logic Marketing

General Site Clinic
This hands on work-shop will feature two speakers reviewing sites submitted by attendees. Attendees who submit their sites will be able to ask specific questions about strategy, implementation and problem points. This open forum will allow attendees to learn by gathering feedback not only on their site, but on other attendees sites as well.

Speakers:
Heather Lloyd-Martin, President and CEO, SuccessWorks Search Marketing Solutions and Sage Lewis, Founder and President, Sage Rock
2:15pm-2:30pm Networking Afternoon Snack Break
2:30pm-3:45pm Podcasting and Videocasting Workshop
There's something to be said for a little personality. Once you meet Sage Lewis, you'll see there's a whole lot to be said if you have a big personality. In this workshop Sage Lewis walks you through the best ways to interact with your readers. He'll guide you through technologies like podcasting, video blogging and discussion forums and show you how to leverage them to build a stronger community around your brand.

Speakers:
Sage Lewis, Founder and President, Sage Rock

Paid Search Workshop
In this intensive workshop, Christine will walk you through setting up and managing a paid search account on one of the major engines. She'll help you decide how to break your keywords up into targeted groups and to write relevant ads that will help lower the cost of your campaigns while increasing your conversion rates.

Speaker:
Christine Churchill, President, KeyRelevance

Free and Low Cost Tools to Get the Job Done
We know you don't always have the money to invest in the tools you need. That's ok. You might actually be surprised to learn how just how many great free and low cost tools there are to help you improve your online marketing. In this workshop, Matt McGee will walk you through a variety of tools that handle all sorts of marketing related tasks. He'll also give you some insight into which tools are worth paying for and how you can start cheap and work your way toward investing in higher end options as you increase revenue.

Speaker:
Matt McGee, Director of Search Strategies, Key Relevance

Blogging Clinic
This hands on work-shop will feature two speakers reviewing blogs submitted by attendees. Attendees who submit their blogs will be able to ask specific questions about strategy, implementation and problem points. This open forum will allow attendees to learn by gathering feedback not only on their site, but on other attendees sites as well.

Speakers:
Mack Collier, Owner, The Viral Garden
Christina Kerley, Founder, ckEpiphany Marketing
3:45pm-5:00pm The Final Scoop - We'll gather all of our speakers together and give you one last shot to pick their brains in a closing Q&A panel. And since it's us, we'll do it while dining on ice cream sundaes.

Show Sponsors