Shana Sullivan

Project Manager 
Vertical Measures 
Shana is an Arizona native, a proud Wildcat, and a University of Phoenix MBA graduate.

Shana is a seasoned project manager who specializes in working with businesses to perfect their digital marketing strategy efforts. She oversees a range of projects, from content development for small businesses to in-depth SEO strategies for large enterprise-level organizations.

She plans the timelines, controls the project scope, and identifies and mitigates risks, all the while keeping the lines of communication open between her clients and internal subject matter experts.

Shana is also a trainer for Vertical Measures, teaching their signature half-day content marketing workshops around the country.

In her free time, she enjoys traveling around the world, experiencing the best local restaurants, and binge watching new shows. 

SESSIONS


April 16, 2019, 9:00 am ( 3.0 Hours)
Two things will help make you successful with your digital marketing; A well-defined customer journey and a strategy that moves your prospects through each stage of the journey.  Yet study after study indicates that most organizations do not have a documented content or digital marketing strategy or a well-defined customer journey.  There is a strong correlation between not having a written strategy and failing at digital marketing. And, not aligning that strategy with your customer journey leaves a lot of opportunity on the table.

This workshop will hone in on the importance of the Customer Journey – Awareness, Consideration, Decision, and Advocacy. And, walk you step-by-step through the process of creating a strategy, based on that customer journey, for your organization.

This workshop will teach you:

•How to create ‘your’ customer journey and the ROI benefits of mapping that journey.
•Why it’s vital to create content that resonates with your audience at different stages of the customer journey
•How to strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
•Where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
•How to build an audience that you own, not rent and the value it creates for your organization.
•How to determine your return on investment (ROI) for your digital marketing efforts
You will leave this workshop well on your way to creating an effective digital marketing strategy and with the tools and references you can complete the interactive workbook that will guide you through your ongoing efforts.