Using a website for organic versus paid search options can greatly impact your marketing strategy. This session will give you an overview of the difference between Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Social Media (SM) as strategies for your marketing efforts.
Find out what each term means and the basics of how they work for business. The discussion will focus on integrating all three to build an online presence for your business. You’ll learn how to budget your marketing spend on an integrated approach so you can get a return on your marketing investment.
With over 20 years of marketing expertise, Toni Guffei works in partnership with clients to develop strategic marketing plans that deliver results. Her company, Ratio Marketing, has served hundreds of companies doing business in Canada and the U.S. in various industries, including technology, construction, oil and gas services, environment, arts, education, professional services, hospitality, and non-profit.
One of her passions is to inspire young entrepreneurs. She is a part-time educator at the University of Calgary and values the opportunity to share her experiences in digital marketing and entrepreneurship.
In 2020, her book Digital Marketing Strategies was published by U.S.-based Kendall Hunt. It is available for students and entrepreneurs seeking to understand how a digital marketing strategy can be built to achieve the successful growth of a business.