You know the basics of email marketing, but you’re struggling to do more than the bare minimum. You have a lot of great ideas, but you’re not really sure where to start. You have a sense of what you should be doing, but you just don’t have the resources to get there. Sound familiar?

In this robust workshop designed for those with a grasp of email marketing fundamentals, Jen Capstraw will reveal her arsenal of strategy secrets, highlighting common email marketer myths and mistakes – and how to correct course. You’ll reconsider what you think you know about email and emerge with a fresh perspective that will accelerate ROI.

Attendees rave about this session’s interactive workbook, which you can use to identify your email program opportunities, uncover gaps in your existing program, and prioritize the campaigns, strategies and tactics that will deliver maximum results.

At the end of this Masterclass, you’ll be able to:

• Evaluate so-called best practices and industry advice through a critical lens
• List the components of a complete email program
• Understand the difference between vanity metrics and meaningful KPIs
• Identify the key campaigns that drive customers toward loyalty
• Know when A/B testing makes sense – and when it doesn’t
• Clear the roadblocks that are hampering the maturity of your email program
• Apply a prioritization methodology to zero in on strategies will move the needle
• Impress the boss with an email program roadmap for 2022 and beyond

Being found is one of the biggest challenges that businesses face when it comes to Internet Marketing, and the answer isn’t in creating more content, optimizing your website, or having an aggressive ad strategy. Establishing yourself or your company as an industry expert with a long-term and evergreen YouTube strategy can be used to supplement day-to-day marketing efforts and become your leading lead source for your business.

Join professional YouTuber Desiree Martinez for a Masterclass on how to share your brand’s story through effective targeted video that will keep working for your business year after year.

At the end of this Masterclass, you’ll be able to:

• Develop a business case for using video to generate business leads
• Identify specific type of videos to create based on your marketing goals
• Understand what equipment is required to produce scalable video content
• Create videos that are optimized for conversions and easily found in online searches
• Engage more prospects and broaden your content marketing strategy with YouTube content

Lesson One: Reviewing the Important SEO Basics for 2022

Before we delve into some really specific areas, we’ll have a quick refresher of SEO basics that are still very important in 2022 (and touch on things that are no longer relevant).

In this lesson, you’ll learn:

• Indexing vs. Ranking Factors for SEO
• Which SEO fundamentals are still relevant and which are not

Lesson Two: Winning at SEO in 2022 with Core Web Vitals

Introduced in May 2020, Core Web Vitals (CWV) are essentially an extension of Google’s measurements to rank websites and their key usability metrics. While many are familiar with the page speed load measurement as an SEO metric, CWV evolves beyond just page load speed to additional usability measurements such as cumulative layout shift, which can lead to visitors clicking on the wrong links inadvertently. This session will review the CWV elements, common pitfalls, and how to begin improving overall CWV metrics as this measurement continues to roll out as part of Google’s ranking algorithm.

In this lesson, you’ll learn:

• What the core vitals are
• Tools you can use to measure your (and your competitors’) compliance
• How to fix common issues with CWV

Lesson Three: SEO + Content – How to Create Content that Ranks

Even before 2022 there was a strong connection between page content and SEO success, and that bond seems stronger than ever. In this session, we’ll talk about how to improve your page content for SEO purposes and great ways to measure how effective specific content is at not just driving organic search traffic, but engagement, lead generation, and sales.

In this lesson, you’ll learn:

• How to develop content that drives website traffic and the key components to focus on
• Apply measurement tactics to identify just how well content is performing

Lesson Four: SEO Is More Than Ranking – Driving Conversion with CRO

As SEO marketers, we want to drive organic traffic to the site. But how do we know it’s the RIGHT traffic? Traffic that will become a lead or customer? Keywords alone can’t define that. It may be time to incorporate conversion rate optimization (CRO) into your SEO plan to improve the ultimate performance of all of your organic search efforts.

In this session, you’ll learn:

• How to identify pages that are performing well in organic search but maybe aren’t always pulling their weight for engagement, lead generation, or sales
• How to implement CRO tests using Google Optimize to continually make improvements on your page’s performance