iMedia
Brand Positioning, Lead Generation and Sales Implementation
How powerful is the Web?
Yes, you have a Web site. But how customer-friendly is it? How easy is it for customers and prospects to find it when they do a search? Are prospects connected in ways that convert their leads into sales? The Web can be a powerful tool, but only if you know how to use it. That’s what this course is all about.
During this intensive three-day course, our industry experts will teach you how to create an effective blend of online and offline marketing to reach your customers and increase sales and productivity.
After attending this course, you will be able to:
Generate more (and better!) leads
Help targeted prospects find you by making your Web site “search-engine friendly.” Establish more effective e-mail campaigns and touch points. Check and improve your link popularity. Test the growing number of Web 2.0 tools to find one that works for you.
Move prospects through the buying cycle
Develop relevant value propositions. Engage customers with logical relationship management techniques. Establish “offers” that make sense and fit your business model. Build robust follow-up efforts to close the sales loop.
Define relevant analytics
Go beyond basic clicks and hits. Evaluate multi-touch best practices. Establish and test metrics and systems. Think Six Sigma.
Create a bridge to your business brand and goals
Determine when products require different sales approaches or types of interaction. Align your Web activities with business strategy. Build a 360° view. Break down silos between marketing, sales and IT.
Who should attend?
This course provides excellent insights for directors, managers and executives involved in:
- Digital and interactive marketing
- Marketing, sales and advertising
- Communications
- Business development
- New media planning
- Product and brand management
- Strategic planning
- Customer acquisition/retention
- IT and Web site development
Optimize your learning experience when you attend this course with a team of your coworkers. Return to your office ready to use your new skills and implement what you learned!
The University of Wisconsin-Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 1.4 Continuing Education Units (CEUs) or 14 hours.