AGENDA

• The 10 step process to design and develop your Web site right the first time
• The important questions you need to ask before you choose your web developer
• The framework to work effectively with your Web developer
• The critical areas of expertise required to build a dynamite Web presence

Web Site Objectives Discussion

• Why defining objectives is critical to getting the right web site
• Six objectives you should always have for your web site

Target Markets Discussion

• How to make sure all your target markets are included
• How to identify appropriate web site elements for each target market
• What is “WOW” factor?

How to do your Competitive Analysis

• Why your online competitor and your offline competitor are not the same
• How to find your online competitors
• How to reverse-engineer your competitor’s site
• The 5 step process to do your competitive analysis

Developing Your Web Site Storyboard

• Learn the importance of storyboarding your Web site
• Learn how to develop your site storyboard
• What critical reviews are needed and why

Coffee Break

Designing your site to be Search Engine Friendly

• Learn how Search Engines really work
• Discover the Secrets of Search Engine Success
• Learn the proven Methodology to make your site Search Engine friendly
• The key elements in the Search Engine ranking criteria
• How to reverse-engineer your competition to see how they got the Search Engine placement they did
• How to determine your most important keywords
• Learn about meta tags – why they are important, which ones are important, and how to develop them (in plain English)
• Learn about Headers, Alt & Title tags and their importance with Search Engine ranking
• The importance of Link popularity and Link relevancy and specific link strategies to maximize your Search Engine ranking
• Tips to ensure the Search Engines crawl 100% of your site
• Can’t be found? Seven reasons why you might not be included in Search Engine results
• Design your pages to dominate ranking
• The one critical element that most people (even the pros) miss when optimizing their site for Search Engines
• How to choose the Keywords that are best for attracting YOUR target market
• Learn what questions to ask Search Engine Placement firms that promise top Search Engine ranking before you consider big dollars

Submitting to Search Engines and Directories

• Learn all about pay-per-click search engine and how you can pay your way to the top without losing your shirt
• How the Pay-To-Play systems work
• The latest Pay-To-Play strategies
• Learn the 4-step methodology to maximize your Pay-To-Play results
• How to Pay-To-Play with a limited budget
• Learn all about paid placement enhanced listing and expedited reviews
• Learn how to optimize your ad copy to get more click-thrus

Lunch

Web Site Repeat Traffic Generators

• What are repeat traffic generators and how to identify the types of repeat traffic generators that will work best with your target market
• Identify the many types of repeat traffic generators and how to leverage, leverage, leverage them for the maximum marketing value
• What is channel conflict and why it is critical to make sure you don’t have it
• The value of “Calls to Action”
• The 4 essentials for every repeat traffic generator
• Partnering to maximize the benefits of your repeat traffic generators
• 3 no-brainer cross promotion opportunities
• Opportunities to provide member benefits, repeat traffic, significant link popularity and link relevancy with one technique
• Tips to leverage your exposure and traffic by branding or syndication
• How to monitor and measure the results of your repeat traffic generators
• The 6 greatest missed opportunities with repeat traffic generators

Permission Marketing

• Why permission marketing is a critically important element in Internet marketing
• What is permission marketing and how permission marketing works
• The 10 critical elements to successful permission marketing
• How to incorporate permission marketing effectively throughout your web site
• How to incorporate permission marketing through other sites that have your target market as their visitors
• How to incorporate permission marketing offline
• What’s happening these days with dynamic personalization
• 20-40% of legitimate emails are being filtered out - 16 Tips on how to stay under the spam radars with your permission based marketing
• The 5 greatest missed opportunities with permission marketing

Viral Marketing

• What is viral marketing and how to use it effectively throughout your web site
• Why viral marketing is a strategic element in Internet marketing
• How viral marketing works – tips, tools and resources available online to make it easy for you
• How you can incorporate viral marketing through your outbound Internet marketing activities
• The 5 greatest missed opportunities with viral marketing

Social Media Integration

• How to maximize your social media integration on your web site
• 5 major very costly mistakes made by 95% of organizations with respect to their social media strategy
• Social media marketing covered in-depth on Day 2 afternoon (see further on this agenda)

Blogs

• What are blogs and what is the application in your operation
• What technology is used to implement a blog on my site
• How blog content can integrate with your social media applications to save you time and money 
• How often do these need to be updated
• What content works best

RSS Feeds

• What are RSS feeds and what is their application in your operation
• What technology do I need to implement RSS feeds
• What technology do subscribers need to access my information
• The 5 benefits of RSS feeds

 Podcasting

• What is podcasting
• How to use podcasting as an effective marketing tool
• How to develop your podcasting strategy - what types of podcasts, what type of content, how often
• How to leverage your podcasts
• How to easily integrate your podcasts into your site

Mobile Marketing

• What is mobile marketing
• What are the leading operations doing with mobile marketing
• How to have a mobile friendly site 

Future Trends

• Future technologies you need to be aware of today – they will impact your business tomorrow
• Mobile commerce and its applications your business
• Future trends in online marketing

Wrap-Up/Q&A

DAY TWO

Developing Your Internet Marketing Strategy

• How to select the appropriate Internet Marketing techniques to include in your strategy
• Learn a 6 step methodology to develop an effective Internet Marketing Strategy
• How to measure your success
• How to organize your Internet Marketing activities to ensure everything gets done
• Tips on what to outsource and what to do in-house

E-mail, signature files, Autoresponders

• 10 essential tips on creating effective e-mail messages
• What is a signature file and how do I use it to my best advantage
• 5 tips on leveraging your “tag line”  
• How to advertise when advertising isn’t allowed
• How to synchronize your marketing message through signature files
• What are Autoresponders and sequential autoresponders? How do they work? What do they cost? How do I use them for greatest impact?

Private Mail List Marketing

• The 23 most important features you should know about before selecting your mail list software
• How to build your massive permission based list via the “Big 10”
• How to write messages that will be read
• How to learn more about your recipients interests and build their profile
• What is dynamic personalization and why is it so important
• What a Call-to-Action (CTA) is, why you need it, what type of CTAs work best and where you should put it on your website and email promotion
• How often should you communicate with your list
• When TO send and when NOT TO send communication to your list
• How to manage, cleanse and promote your list
• 3 critical things you need to be doing with your private mail list
• CRM and its importance with our mail list
• 7 testing strategies to improve your response rates
• 6 rates or ratios you need to measure to improve your response rates
• Learn all about the new anti-spam legislation (in plain English)
• How to check if your emails will actually reach your prospects before you send it
• Learn how spam filters work
• 16 tips to stay underneath the spam radar
• What impact are the spam filters having on my mail list marketing

Link Strategies

• What do the terms link popularity and link relevancy mean
• Which search engines use link popularity and link relevancy in their search engine ranking criteria
• Two 7-step strategies provided to you step-by-step to significantly increase the number of relevant links to your site
• 6 tips to increase the number of links to your site from your site content
• Strategies to impact your link relevancy score
• How to enable linking to your site anytime of the day or night effortlessly

Coffee Break

Meta-Index Listings

• What are Meta-Indexes, and why they are important
• 5 benefits of Meta-Index listings
• How to find appropriate meta-indexes
• 4 things to consider when evaluating fee-based meta-indexes

Online Advertising

• What is keyword banner advertising? Geo-targeted banner advertising?
• Where to spend a limited advertising budget. What Not to waste money on
• Discover the 4 advantages online advertising has over offline advertising
• 5 tips to create a banner ad that will generate great results
• How to determine whether you should use an online advertising agency
• The good, the bad and the ugly about banner advertising pricing

Award Programs

• What are the benefits of having an “award winning” site
• 6 steps to hosting your own awards program and the 5 major benefits to hosting it

Media Relations

• How to develop your online media strategy
• The 8 elements of successful digital press or news releases
• How and when to distribute your release
• 12 tips from journalists on how to get their attention
• Why a Media Center is an important element of your site
• How to develop your online Media Center
• The 12 elements every Media Center should include

E-zines/Online Publications

• What are e-zines?
• Which is better e-mail based e-zines or web based e-zines?
• How to find the e-zines that appeal to your target market
• The 6 advantages to e-zine participation
• 5 ways to participate in e-zines
• 4 tips on making the most of your e-zine participation
• 7 guidelines for e-zine advertising
• How to start your own e-zine

Lunch

Social Media Marketing 

• What is Social media? Social networking? Virtual Networks? 
• How do I participate and what will it cost? 

Facebook 

• What are the 5 major marketing opportunities within Facebook
• How to decide which applications are right for your business
• How to maximize your marketing effort and ROI while minimizing the time spent in Facebook
• How to leverage you Page posts
• How to maximize your ROI on Facebook advertising
• How to develop your Facebook strategy - what elements should you include, who should be responsible, how often should you participate, how should you measure

LinkedIn

• Should I have a LinkedIn strategy
• How should I use LinkedIn for marketing
• What opportunities does LinkedIn provide for our operation

YouTube 

• How to maximize YouTube marketing
• How to set up your own channel
• How to leverage every video you put on YouTube
• How to integrate YouTube videos into your site
• How to maximize your marketing with titles, descriptions and tags
• Learn the latest features available to maximize the marketing of your YouTube videos

 Flickr 

• What is Flickr
• How to set up your own channel
• Free or Pro?
• How to integrate Flickr photos into your site
• How to abide by the rules and still maximize your marketing through your Flickr photos

Twitter 

• What is Twitter
• To tweet or not to tweet ... that is the question
• How to decide what to tweet and how often
• Should you have more than 1 Twitter account
• How to grow your targeted followers
• How to measure results from your Twitter marketing
• How to personalize your Twitter background
• How to have Twitter update your other social media content

Affiliate Programs

• What is Affiliate Marketing? What are Affiliate Programs and How do they work?
• What decisions do I need to make?
• Where do I find affiliates?
• What are the 3 major benefits to having an affiliate program?

Web Traffic Analysis

• What is web traffic analysis software and how do I access and use it?
• What kind of information can I access from these reports?
• Which web traffic reports are most important

Web Metrics

• How can I measure my online success?
• What web metrics or measurements are important?

Offline Promotion

• How to effectively use offline promotion promote your Web Site

Wrap Up/Q&A/Graduation from Bootcamp