WORKSHOP on WEBSITE ENHANCEMENT AND

ONLINE MARKETING

Enhance your e-marketing capabilities!

The objective
Increase your online visibility and generate more
business leads.

Your benefit
You will have immediate benefits from this workshop:
Practical; every presentation is followed by an assignment. The skills learned can immediately be put to
use by using the available Internet connected computers.
Best practice based: the presentations and assignments are related to best practices in the metal parts/
engineering industry.
Tailormade; hands-on coaching is provided to participants of CBIs Export Coaching Programme in order
to improve your website, search engine ranking and/or to develop a new website.
Effective: improved website and visibility: better exposure to international target groups, more
business leads!

Topics
Usability success factors (calls to action, mobile friendly, fat footer, mega menu, conversion into clients)
Website targets and goals, customer focus and value proposition.
Homepage success factors.
Effective product and company presentation (use of images, image sliders and videos)
Social media (especially Twitter, LinkedIn, social media tools and instruments).
Search Engine Optimisation (metatags, friendly URLs, headers, keyword rich content, image file names
and tags).
Monitoring and evaluation (Google Analytics and conversion enhancement).

By whom?
The workshop will be organized in association with the Centre for the Promotion of Imports from
developing countries (CBI), The Netherlands. The facilitators are experienced CBI experts from The
Netherlands with specific expertise in the field of online marketing.

Target group
Marketing and sales managers, owner and/or IT staff of engineering companies.
Support organisations, such as associations, Ministries, etc

Trainer: Joost van der Kooij

Joost is a senior trainer and consultant on international trade development. He is a
strong believer in web based trade promotion and possesses 10 years of working
experience in over 15 developing countries.

Some of Joosts cool facts:

Core expertise lies in areas such as market research, (web based) market information systems, trade
information portals, export marketing, e-business and social media strategies for companies and trade
promotion organizations in developing countries.
Trained and coached more than 2,500 SMEs and trade promotion organisations in areas such as market
information and e-marketing.
Carried out almost a thousand market information projects for a wide range of customers in very
diverse industries.
 He works (and has worked) for reputed international organizations such as CBI, NL EVD Internationaal /
Dutch Ministry of Economic Affairs, Belgian Development Agency, Swedish Development Agency,
Fairtrade, Flowercouncil of Holland and Kema Quality.
Character: high commitment, personal attention, high quality, quick, multitasking and aiming for long
term business relationship.
Loves above all: his family, and also languages (fluent in English, German, Dutch and French, working on
Spanish), radio (Joost was named after a famous Dutch disc jockey), sailing (his province Friesland is full
of lakes and canals), work (still just as ambitious as when we started), travelling (currently the Western
Cape, Cartagena and Quito top the list), Twitter (make sure you follow us).

WORKSHOP PROGRAMME

Day 1 - Subject: website strategies, homepage, Day 2 - Subject: SEO, e-mail newsletters, social
usability and SEO media and Google Analytics
08.00 Registration Review 1st Day
08.30
08.30 Opening and introduction Search Engine Optimization
10.00 Google Business Listing, headers and keyword
Calls to action rich phrases, image file names, duplication of
Calls to action, persuasion power, value content, xml sitemap, effective CMS software
proposition

:: Assignment (self-assessment) :: Assignment

10.00 Coffee / tea break Coffee / tea break
10.30
10.30 Usability and homepage success factors E-mail newsletters
12.00 Homepage, usability success factors, images, Customisation, customer engagement, tools
content goals and target group prioritisation (Mailchimp), incl assignment

:: Assignment (self-assessment) Connecting to social media (LinkedIn)

Good practices, company page and showcase,
incl assignment
Lunch Lunch
13.30 Optimised sitemap/main navigation & Connecting to social media (Twitter and tools)
15.00 homepage make-over Engaging with (new) clients, building the
Interactive working session, assignment right audience
Social media tools (Hootsuite, TweetDeck,
Effective product presentation and use of
Followerwonk
images
Use of images, quality management
:: Assignment
procedures, product certification, facilities,
company background, sales team), web writing
guidelines.
:: Team presentations, best practices,
assignment
Coffee / Tea break Coffee / Tea break
15.30 Search Engine Optimization Planning & monitoring
17.00 Keyword focus, Search Engine Friendly URLs, Google Analytics, visitor and customer
Metatags feedback

:: Assignment Next steps and action plan

Closing, evaluation and handing out of
certificates