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DTEND:20170922T120000Z
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This morning looks at two key parts of a digital strategy: websites and search engine marketing.=0D=0A=
We start by looking at the role of a website. Too many companies start with technology, where they should start with their ‘customer journey’ and work out how a website can help.=0D=0A=
The main lesson is that the content, functionality, and navigation of the website should focus on the customer, not your organisation – which is harder than it sounds.=0D=0A=
It’s then time to look at how a website can also add value to your existing product – and it can often help in more ways than you think.=0D=0A=
The morning then moves on to look at search engine marketing and why Field of Dreams was wrong: if you build it, they won’t necessarily come.=0D=0A=
We take a look at the various search engines, the difference between ‘SEO’ and ‘SEM’, and discuss which is right for you.=0D=0A=
We end with some tips on hiring an agency.=0D=0A=
Who should attend=0D=0A=
Owners, directors, and marketing managers who want to make sure their website is led by their=0D=0A=
What you will learn=0D=0A=
How a website can help your business … by not focusing on your business=0D=0A=
The bronze, silver, and gold of websites=0D=0A=
How (not) to hire an agency=0D=0A=
Business needs, instead of technology.=0D=0A=
Please note that eligibility criteria is applied to attend this workshop and only one delegate per business can attend
SUMMARY;ENCODING=QUOTED-PRINTABLE:Digital Strategy: website and search  Cranfield Innovation Centre
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