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Bio
Heather Lutze, CSP, speaks from experience and her impressive professional background makes her an expert on the topic of search engine marketing. A widely acclaimed speaker, trainer, and consultant, Heather wrote three books on search engine marketing:
Her writing, in-demand keynotes and Findability University workshops are delivered with the same witty, “No Geek-Speak” style that demystifies Internet marketing for countless business owners and executives. Lutze has presented to 100+ Vistage International CEO Groups and is their highest rated speaker with 4.8 out of 5.0 points. In 2014, Heather earned the Certified Speaking Professional (CSP) designation from the National Speakers Association, the highest, most prestigious award in the speaking industry.

Heather’s Programs

How to Leverage Online Competitive Intelligence to Dominate Your Industry
This high-content, fun program based on the Heather’s new book Marketing Espionage
(due out in 2015) will pull back the curtain on industry secrets and reveal how to:
Understand why "Intel Strategies" are not
covert, but industry best practices for
developing a winning online marketing plan.
  • Spy on yourself and discover where you stand with Google right now.
  • Tap the psyche of the searcher to stop guessing and start connecting meaningfullywith customers who are ready to buy.
  • Gain a significant competitive edge by discovering your competitors’ online strategy. Go undercover to conduct advanced keyword research for the right phrases to get found fast.
  • Create a content strategy that connects with and converts customers.
  • Learn top non-technical strategies any business can implement to improve Findability.

There’s a razor-thin line between making and losing millions and your business success doesn’t guarantee your online success. After working with hundreds of prestigious clients and presenting to 90+ Vistage groups, Heather has distilled 14 years of Internet and search marketing know-how to rapidly identify common mistakes and provide essential tools
and solutions needed to fix websites fast.

Your members will bring their laptops, roll up their sleeves and use in session the real life tools of the trade to understand and set strategy for their own businesses. This program will also show executives how to keep internet marketing professionals accountable for the investment. Her easy, non-technical style has wide appeal to audiences interested in growing their business and improving marketing results quickly.

 

How Business Owners Can Leverage Competitive Intelligence to Dominate Online
Shoe phones, cones of silence, British sports cars, and intelligence gathering are not just for James Bond and Mr. Gadget. Let’s put on our trench coats, grab our briefcases and start to SPY. This mission is yours if you choose to accept it.
As Business owners, we are pulled in a thousand different directions to market ourselves and build a brand. However, when meeting planners and potential clients search for us, they may not necessarily know us by name. Instead, they seek a desired outcome for their eBusiness owners and so many variables, meeting planners turn to Google for answers. Our greatest marketing challenge is to know intimately what the client needs, what keyword phrases are important to Business THEM and also how we see ourselves.
After working with many owners for years, I can tell you that “speaker” keywords like “keynote speaker”, “business speaker” and other variations are just the tip of iceberg for the clients use for their searches. We often create websites, blogs and social content based on how we see ourselves and not what problem the client needs resolved. They are turning to a robot for solutions. We need to appeal to the robot AND the human to be truly findable. I call this “Findability” or industry experts call it SEO (Search Engine Optimization). I want to challenge you to think differently. Let us take a proactive approach to marketing and see if we can figure out what is inside the mind of your IDEAL online searcher. We often guess line exposure and guessing is expensive! The ONLY way to STOP guessing and to know for sure what your customers are doing is to GATHER INTEL on them. Don’t worry, all the tools and tricks I will show you are ethical, legal and everyday practice for
ernet Marketers. These tools have been my secret Spy Tool Kit to outsmart the competition online and win new business. I am thrilled to share with you the best Findability tools anyone can use…no geek knowledge required.
Marketing Espionage: How to SPY on Yourself, Competitors and Prospects to Dominate Online
HOW TO LEVERAGE ONLINE COMPETITIVE INTELLIGENCE TO DOMINATE YOUR INDUSTRY
This high-content, fun program based on Heather’s new book Marketing Espionage will pull back the curtain on industry secrets and reveal how to:
Understand why Intel Strategies are not covert, but industry best practices for developing a winning online marketing plan.
Spy on yourself and discover where you stand with Google right now. Tap the psyche of the searcher to stop guessing and start connecting meaningfully with customers who are ready to buy. Gain a significant competitive edge by discovering your competitors’ online strategy. Go undercover to conduct advanced keyword research for the right phrases to get found fast.
Create a content strategy that connects with and converts customers. Learn top non-technical strategies any business can implement to improve Findability. There’s a razor-thin line between making and losing millions and your business success doesn’t guarantee your online success. After working with hundreds of prestigious clients and presenting to 90+ Vistage groups, Heather has distilled 14 years of Internet and search marketing know-how to rapidly identify common mistakes and provide essential tools and solutions needed to fix websites fast. Your members will bring their laptops, roll up their sleeves and use in session the real life tools of the trade to understand and set strategy for their own businesses. This program will also show executives how to keep internet marketing professionals accountable for the investment. Her easy, non-technical style has wide appeal to audiences interested in growing their business and improving marketing results quickly.
Search And Be Searched:
How HR professionals can leverage their online presence to attract top talent and protect their brand.
80% of candidates will google your company before ever applying online!
Finding the right talent can be so hard in a sea of web sites, quick applications and a crazy amount of applicants.
How can you make your brand stand out to the BEST candidates?
How can your company be the most FINDABLE to potential candidates?
What do candidates find when they search for your company name?
This session will show you how candidates “investigate” your business BEFORE they apply.
You will leave with a strategy to attract the most qualified candidates online, learn how to ” listen” to what current employees say about you online and build a talent force for the best workplace culture possible. You will leave with an checklist of top priorities for your company online.