Whether you are a CEO, business owner, or carry the responsibility for generating awareness and sales leads, you need a solid understanding of these various techniques and how to take advantage of them. This course will cover the major topics of online marketing in six evening sessions.
Overview and Introduction – We will examine the shift from traditional to online marketing over the past 20 years, highlighting the changes that the Internet has made to the connections between buyers and sellers. This will include important trends and a review of what successful companies are doing to improve their chances of success.
Online Advertising Overview – This session will focus on Pay-Per-Click advertising as we look at the major search engine platforms, Google AdWords and Bing Ads. We will also explore contextual advertising as well as demographic targeting via advertising on LinkedIn and Facebook.
AdWords in Depth – Google AdWords is a phenomenon that currently draws $60 Billion in ad revenues away from traditional channels like Radio, TV, newspapers and magazines. It is marketed as a simple way to show up when someone is searching for what you sell, but in reality it is a highly complex and competitive gauntlet that only few advertisers can leverage profitably. In this session, we will expose the major ways that advertisers waste money and miss opportunities on AdWords, and provide a tutorial on setting up and managing an effective AdWords account.
Search Engine Optimization – Everyone knows that appearing at the top of Google searches is the key to business success. But how do you get there, stay there, and leverage that position? Compounding the problem is the fact that so many people are trying to game the system that the search engine companies have armies of technicians rooting out “black hat” techniques and penalizing those that practice them. In this session we cut through the myths and legends and focus on what works and what doesn’t.
Google Analytics – The vast majority of websites globally have Google Analytics installed and it is by far the most widely-used website analytics tool. But like all other Google services, it has become vastly more configurable and complex than when it first appeared. As a result, many marketers only use a tiny percentage of the tool’s capabilities. In this session we will identify the types of data that really matter when measuring your online effectiveness, and show you how to access that data and configure Google Analytics to give up more of its precious gems.
Market Automation and Lead Nurturing – It’s not enough to get visitors to your website. It’s not even enough to simply convert lots of those visitors into leads. Marketers are now expected to deliver “sales-ready” leads to the sales team. To address this need, there is an abundance of platforms that can help you gauge which contacts are really interested & engaged, and keep feeding their interest until, and even while, they are contacted by Sales. Ranging from email marketing tools to full-blown nurturing platforms, effectively leveraging marketing automation makes a huge impact on sales, especially in large-scale considered purchases. In this session, we will look at a number of leading platforms. We will compare their costs and capabilities to help you decide which one is right for your business. We will also provide some templates and guidelines on how to get the most out of such a platform once it’s been selected and implemented.
NOTE: This class meets for 6 sessions, Thursday evenings, 7-9 pm, February 11 – March 17, 2016. A parking pass will be emailed to you before the first class session.
Hans Riemer has over 30 years of experience in marketing and sales for technology companies, including 4 years based in Europe. He has led marketing communications and product management programs for companies like Apollo Computer, Hewlett Packard, and Novell. He served as VP of Marketing for UltiMap Corporation, and more recently as Director of Business Development and Corporate Communications for the Software Division of Hitachi Computer Products.
Hans began leveraging the Internet for marketing in 1996, when he designed and built an e-commerce website that supported secure on-line ordering for a company he co-founded. He launched his first AdWords campaigns in 2001, when clicks still cost 10 cents, which meant that getting an education was a lot cheaper than it is today.
In 2002, he founded Market Vantage and since then he and the members of his team have designed and managed hundreds of successful Internet marketing and lead generation campaigns for a wide variety of organizations.
He holds a BA degree from the University of Massachusetts in Amherst where he studied architectural design as an undergraduate followed by graduate studies in computer science.