Small Business Marketing Unleashed

Small Business Marketing Unleashed Full Session List

Day 1 - Monday, April 21, 2008

8:30am-9:45am

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
Wendy Piersall, Founder, eMoms at Home
Matt McGee, SEO Manager, Marchex
10:00am-11:15am

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

Social Media Marketing
Social media marketing is one of the most talked about online marketing tactics of 2007, 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.

Speaker:
Jennifer Laycock, Editor-in-Chief, Search Engine Guide
11:15am-11:30am Morning Break
11:30am-12:45am

Keywords and Content
What good are great rankings on phrases no one searches for? What happens if you spend all your time optimizing your site for phrases that don't even convert? Learning how to select the right keywords and weave them into your site is one of the most important steps in building up search engine traffic.

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

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. Find out the best ways to build up a loyal readership and how to get your visitors more involved from the queen of community herself, Wendy Piersall.

Speaker:
Wendy Piersall, Founder, eMoms at Home
12:45am-1:45pm Networking Lunch
2:00pm-3:15pm

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 dramtically 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
3:15pm-3:45pm Afternoon Snack Break
3:45pm-5:00pm

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 O'Neil Mastaler, Owner, Alliance Link

Web 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.

Matt Bailey, Founder, Site Logic Marketing

Show Sponsors