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Online Marketing for Conferences and Events

Internet and digital marketing for the conference professional

With an increasing part of the conference marketing budget being allocated to online spend, this course has been designed to give you the skills and knowledge to plan your online campaign as well as implement, measure and evaluate a successful campaigns.

This course will address key issues such as integrating online marketing within an overall marketing strategy, designing websites to attract delegates and generate new data, SEO to position your website at the top of rankings, blogging to create a two way communication with your market and the latest in social media and how it can be used to enhance your conference marketing proposition.

Difficult topics such as how to avoid over emailing your data will be addressed as well as how to use the very latest analytical tools to track the performance of your online marketing, test new campaigns and generate more delegate revenue.

Course outline:

Online marketing within the conference lifecycle
+	Understanding the impact of online marketing for a conference business
+	Evaluating the risks and opportunities of online marketing
+	Understanding the online delegate
+	Building relationships with your delegates online and permission marketing
+	Legal considerations
Designing powerful conference websites
+	Principles of effective website design
+	Key considerations when building a conference site
+	How to assess the effectiveness of your website design
+	Researching your site visitors and understanding them from a potential delegate and sponsor profile
+	Copywriting to sell your conference programme on the web
Developing your conference website as a lead generation tool
+	How to maximise delegate and sponsor leads from your site
+	The lead generating podcast, videocast and webinar
+	Monitoring your website hits to deliver leads
+	The legal implications of gathering data online
+	How to store and manage your digital data
+	Why integration with your offline data is essential
Email and viral marketing
+	How to acquire names and email lists for your event
+	Testing email for continuous improvement
+	E-newsletters and other email formats to support your conference
+	How to create a successful viral campaign
SEO and PPC campaigns as an integrated part of your conference campaign
+	Search engine marketing and why it’s so crucial to online conference success?
+	Understanding the differences between search engines, directories and pay per click advertising
+	Key strategies and tactics to maximise search engine effectiveness for your event
+	Monotring PPc advertising
+	The latest advances in PPC and how to apply it for your conference
The fundamentals of social networking for events
+	Using the right social media for event – what is out there and what is working?
+	Monitor your social media and measuring its effectiveness
+	Do’s and Don’ts in Social Media for conferences
Blogging for Conferences
+	Why start a conference blog?
+	Increase your delegate traffic by bolting a blog onto your event site
+	Blogging as part of your social media strategy
+	How to use your blog as a PR tool for your event
Using Social media to grow your delegate base
+	Proven strategies for growing your delegate base with social media
+	How to boost existing campaign performance using social media
+	How to identify your most influential brand advocates
+	Success metrics for social media
Tracking your online conference activity
+	Key metrics for measuring online effectiveness
+	Using analytics tools to track site visitors
+	Tracking and measuring email, banners and adwords
+	Measuring the effectiveness of your online campaign in the successful marketing of your conference