COVID has changed consumer behavior, and showing up in Google searches is more important than ever before. In this masterclass, you’ll learn how Google actually works and how to optimize your digital presence to attract more customers. You’ll learn specific tactics to help boost visibility in searches and leave with a detailed playbook for 2021. Whether you handle your own SEO or you’re looking to hire an SEO partner, this masterclass will give you everything you need to know to grow your business in 2021.

After this masterclass, you’ll be able to:

• Understand how Google’s algorithm functions and which elements it uses for ranking
• Identify technical issues that could be hurting visibility and user experience
• Learn how to write content that customers love and Google rewards
• Learn how to acquire links from other websites to help boost relevance
• Learn how to gain more visibility in local searches
• Learn how to optimize Google My Business
• Learn how to use Google Analytics to track organic performance and site actions
• Create a prioritized strategy for SEO in 2021

Based on the shift to a digital-first marketing focus, it’s time to look at your digital marketing strategy (or create one) and engage with your audience at all stages of your customer journey.

This workshop examines the channels, tactics and tools needed to dive deeper into SEO, paid media, social media, email marketing, measurement and CRO.

If you are not building a ‘connected’ audience, you are falling further behind in this distracted and fragmented online marketplace.

After this masterclass, you’ll be able to:

• Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
• Strategize, ideate and create engaging user-focused content for each stage in the customer journey
• Know where, when and how to publish content in the right digital channels
• Understand what’s working, what’s not, and how to test with measurement and CRO
• Manage your ‘connected’ audience and prove the value it creates for your organization
• Evaluate your investment, ROI and how to communicate that with the C-Suite

Associations and non-profits understand the power of the inbox. The challenge is that many don’t know how to develop their email programs from one-size-fits-all campaigns to those that are timely, targeted, and relevant for individual members or donors. You’ll walk away from this half-day session with recommendations and ideas for developing additional personalization and segmentation opportunities, along with advanced email design tactics and metrics that measure the short- and long-term impacts of email programs. One of our highest-rated speakers, Michael Barber, will guide you through this masterclass designed for intermediate and advanced email marketers, as well as those marketing leaders and business owners looking to broaden their email marketing knowledge. You’ll receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises and personalize the information you learn to your company or brand.

After this masterclass, you’ll be able to:

• Explain why email still matters
• Understand the difference between simple and robust email programs
• Develop a roadmap for managing inactive subscribers
• Leverage advanced design tactics for your templates
• Make your emails more accessible
• Better understand how the ISPs (internet service providers) score your campaigns
• Move from “batch and blast” to segmented and personalized campaigns
• Develop a robust email metrics dashboard
• And, see what the future of email might look like

If we cannot measure it accurately, we cannot improve it adequately. Measurement is a critical element for any successful and long-sustaining organization. With an endless supply of data from an abundant variety of sources, the analyst’s challenge is no longer how to gather data, but how best to tame it. When properly planned and executed, a strategic analytics process can help us arrive at smarter business decisions with velocity. If you are seeking ways to use measurement to improve your association or non-profit organization, join this day long workshop to learn advanced digital analytics strategies and tactics. You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises and customize the information and insights you learn to your company or brand. It has been designed to take it back to the office and begin implementing immediately.

We’ll cover topics including:

• Analytics Audit: Learn the criteria required to efficiently evaluate an existing analytics program and diagnose issues affecting data accuracy and measurement efficiency.
• Configuration: Get a blueprint for activating all the features necessary to produce a representative and rich data set.
• Reporting: Discover how to deliver clarity, accountability and vision with reporting structure, and learn how to automate your report generation process.
• Data Mining and Insights: Learn the tricks of the analytics trade pertaining to efficient data mining, finding exciting correlations and extracting insights to “wow” your team.
• Measurement Process: Find out the best ways to build, maintain and advocate for a solid analytics process that saves time, improves accuracy and fosters growth for your organization.

After this masterclass, you’ll be able to:

• Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
• Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
• Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
• Demonstrate a working knowledge of Google Tag Manager
• Develop meaningful and actionable reports for a variety of audiences from senior leadership and board members to marketing and support staff
• Use Google Data Studio to automate your reporting process
• Compare and contrast different attribution models
• Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program
• Understand how Universal Analytics differs from Google Analytics 4 at a basic level