How to be an Intelligent Buyer of Web Marketing Expertise
– day course designed for business owners and C-Level managers tasked with sourcing either in-house or outsourced website development. Fee – $500 (US) , Instructor: Michael Marshall.
Appropriate for entrepreneurs, business owners, VP or Director of Marketing or others who will act in the capacity of sourcing and/or supervising in-house or outside web experts– from website developers, programmers, online advertising managers, and SEO professionals.
Instructor: Michael Marshall.
Imagine someone trying to get a patent for a hyperlink?
Someone has…
That and similar “war stories” help explain why the US Patent Office relies on Mr. Marshall to bring responsible Patent Agents up-to-speed on how search engines work so that they can quickly and intelligently sort out real and unreal Internet-related patent applications.
In this course, Mr. Marshall will similarly give you a working knowledge of how search engines function and what is known as “natural language processing”. You will not become a website developer or SEO expert, but you will learn the requisite “alphabet” and “phrasebook”to ask the right questions of would-be web help that you are considering for hire.
(This course will NOT review more standard information required for due diligence review of any hire –in-house or outsourced– such as reviewing references, samples of their work, etc. It is assumed that all attendees are highly skilled managers who already have successfully sourced a wide range of talents through their careers. )
- You will learn about some special challenges in reviewing SEO experts’ portfolios.
- You will learn why predictably half of the web sites trying to garner the same type of visitors as your company will do better than the other half– even if NONE of these web sites are being optimized by someone who knows what they are doing.
- You will learn to recognize red flags of out-of-date SEO knowledge that are often contained in the emails, web sites and promotional materials of many web experts.
- You will learn about web analysis tools that are free to everyone– so that you can walk away from those who charge you for this information.
- You will learn to ask about the types of tools, training and continuing education that any web professional must pursue.
- You will be better equipped to make informed decisions as to whether in-house or outsourced expertise for online advertising, website programming, web design, etc. would be better handled in-house or outsourced in the contexf of your organizational setup.
- Most important, you will learn what is and is not reasonable to expect, so that you can readily spot claims for services or results that cannot be guaranteed.
