But to create a good web site and fill it with useful information is only the first half of task. The second not less significant task is to draw attention of target audience, and increase the traffic. In order to solve this task it is necessary to be able to use key ways and tricks of ‘promoting’ web sites at different stages of their development.
In order to help Ukrainian financial companies to increase effectively the traffic at their own corporative sites, ‘Prostobank Consulting’ company for the first time in Ukraine starts the series of seminars on the topic ‘Traffic management of financial company’s web site for solving marketing and PR tasks’, within which the company is going to share its experience of ‘promoting’ internet portals on financial topics (the company is the owner of www.prostobank.ua and www.prostobiz.com.ua web sites total traffic of which exceeded 200 thousand people in April, 2008).
The seminar will be held by:
- Leonid Krasavtsev, the head of ‘Prostobank Consulting’ company, the author of internet projects www.prostobank.ua and www.prostobiz.com.ua;
- Anna Ustimenko, the head of ‘Adwork’ advertising agency which was acknowledged as the best internet agency of 2007 according to ‘Internet.ua’ magazine;
- Andrey Astakhov, IT-manager of Prostobank Consulting’ company, the developer of company’s internet projects.
SEMINAR IN DETAL:
Date of holding:
June 27, 2008 (Friday)
Place of holding:
‘President Hotel’,
Conference centre (Gospitalnaya str., 12)
Aim of seminar: To teach specialists of the financial organizations to use maximally effectively internet instruments for promoting the company’s brand, and increasing the traffic of corporative site.
Target audience:
Market and PR specialists of:
- banks;
- insurance companies;
- AMC;
- other organizations of the financial sector.
SEMINAR’S AGENDA
1. Introduction
- Main ways of people’s visits to the site: direct, search, link, attracted.
- Brief description of each type, traffic allocation (examples).
2. Ways of attracting new visitors with the help of search systems
- Search systems of ua.net and ru.net: Google, Yandex, Meta, Rambler.
- Work principles of search systems.
- Site’s weight. (PR, citation index). Algorithm of site ranging (factors). Ways of increasing the site’s weight.
- What are key words? Ways of key words selection.
- Coordination of the texts with search requests (key words) - optimization.
- How to write correctly press-releases for corporative sites. The reasons why the standard press-releases don’t work. The examples of correct internet press-releases.
- How to increase the traffic of separate sections, articles, press-releases on the site with the help of search optimization.
3. Increasing traffic of the site with the help of PR-publications
- Order publications.
- Information occasions in the financial organization: types, effectiveness degree analysis.
- Creating own information occasions: topic search, preparing the material.
- Company’s specialists’ comments as the way of creating information occasions. Details and peculiarities.
- News posting. Rules of creating the posting.
- Methods of enhancement of information occasions in the moments of ‘starvation’.
4. Other ways of attracting the visitors to the site
- Buying the traffic according to the key words: adwords, yandex.direct, adsense.
- Buying the traffic according to headlines: ukr.net, RedTram, etc. – main advantages and problems.
- Advertising on Internet: media, context. Comparing the applicability and effectiveness. Media planning on Internet: rules, peculiarities, media plans samples.
- Rich-media. The future of web advertising.
- Other methods of site promotion: spam purchasing. Mailing.
- Promo-sites – sites created fitting some definite product or service.
- RSS.
5. Effectiveness estimation of the ways of increasing the traffic
- Introduction into web analytics: Various approaches to data collection about visitors. Free picture counters: Google Analytics. Paid systems.
- Practical web analytics:
1. General reports: traffic, visitors, sources of traffic, period comparison, etc.
2. How to estimate effectiveness of optimization – increasing of jumps by key words: examples of reports.
3. How to estimate effectiveness of the purchased search traffic.
4. How to estimate effectiveness of the purchased link traffic (any traffic at all) – denial indicator, correlation of number of views to number of visitors: examples of reports.
5. Creating companies for internet advertisement.
6. Creating targets, chains (funnels, scripts), tracking chains interruptions.
7. Tracking jumps from the given resources (RRS, press-releases)
8. Additional possibilities of Google Analytics: tracking leaving the site by links, controlling dynamic actions, traffic filters, users’ management, users’ segmentation.
9. Advanced facilities of paid systems: simple visual segmentation of users, campaigns, own reports.
10. Integration of the inner systems of the company with the systems of web analytics – when it can be necessary, and how it is possible to realise.
- Web analytics system and service market. When it is reasonable to buy web analytics packages: price review. Services of side web analytics organizations.
Distributed material:
1. Presentation of the seminar (a compact-disc);
2. ‘Рrostobank.com.ua’ newspaper.
Cost of seminar:1,500 hryvnyas. (including all taxes)
Discount:
- of 10% is given:
- to listeners of one of the previous seminars of the company;
- at the number of 3 or more people from one organization.
- of 20% is given:
- to listeners of all previous seminars of the company.
Registration:
1.Preliminary filing is acceptable by 25/06/2008.
2.The number of places is limited (not more than 20 people).
3.You can download the registration form here
4.Send the filled application to hr@prostobank.com
Additional information is on the telephone (044) 559 97 07 ( Coordinator is Ian Potoriy)
Information on ‘Prostobank Consulting’ company: www.prostobank.com
