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Do you need to be able to "talk the talk" when it comes to online marketing? Do you need a solid overview of all of the moving parts in a successful, modern online marketing campaign? Then this online marketing fundamentals class is for you. The course will allow you to speak confidently with contractors, vendors and internal teams about your Social Media, Search Engine Optimization, Online Public Relations, Web Analytics, and Paid Search Advertising strategies as you seek to make well informed decisions for your organization. You will also have a solid foundation beneath you should you decide to take additional, more in depth online marketing training in the future.
You will gain a solid - high level understanding of:
• Web Analytics
• Search Engine Optimization (SEO)
• Social Media Marketing
• Online PR
• Pay Per Click Advertising (PPC)
• Conversion Optimization
• Email Marketing
Week 1: SEO Fundamentals
Over 75% of web browsing sessions begin with search. On top of that, the first link on a search engine results page garners more than 40% of the clicks … the second link gets just 11% of the clicks. You can see the importance of ranking well. This module is a high level overview of all of the critical factors involved with ranking well on search engine result pages.
- The Four Dimensions of SEO
- On-Page SEO: A Primer
- Introduction to SEO Copywriting
- Search-Friendly Design
- Link-Building for SEO
Week 2: Social Media Fundamentals
Customers want to do business with companies and people they like. Businesses struggle with ways to close the emotional distance between them and their customers while at the same time communicating their unique value propositions. Social media can close that gap and demonstrate to customers your passion and why they should buy from you.
- Blogging for Business: What Makes Blogs Essential
- Why Use Twitter?
- What is Virtual Marketing?
- Introduction to YouTube Video Marketing
Week 3: Conversion Optimization Fundamentals
It's not enough to drive traffic to your website, in ever increasing amounts, and hope that a certain percentage of site visitors will buy. You can think of your website as a bucket that is full of holes. The more water you pour in the top the more you lose out the sides. Conversion focuses on plugging the holes in your conversion process by understanding what your customers care about and testing different solutions to find the optimal ones. The emphasis here is on ongoing, incremental improvements that will see your conversion rate rises and rise.
- Attention, Interest, Desire, Action, Satisfaction
- Maintaining Scent
- The Four Personas
- 21 Tips for Top Coverting Websites
Week 4: Web Analytics Fundamentals
Is your website doing its job? Many websites would have been fired by now for underperformance if they were real employees. Web analytics focuses on understanding how and why visitors use your website and how the website is meeting the stated goals and objectives of your organization. It's not about simply reporting how many visitors came to the site last month. It's about understanding the business objectives of the company, how the website can help meet those goals and drawing insights from the data that suggest what needs to be done to improve results.
- Introduction to Web Analytics: Opportunity, Options, Benefits
- Experimentation and Testing Intro: Why You Can't Live Without It
- Actionable Analytics Principles
- Introduction to Key Performance Indicators: KPIs Simplified
- Segmentation Rocks: Understanding the Importance of Segmentation
Week 5: PPC Fundamentals
Paid advertising on the web can be a great way to drive traffic to your site. How do you get the "right" people to click on your ad at the "right" time and buy from you? This module aims to refine your online advertising efforts and to get better results.
- Psychology of Search
- The Search Opportunity
- The Buying Cycle
- Introduction to Key Words
Week 6: Online PR Fundamentals
Modern, effective, online public relations have moved far beyond the simple posting of a press release on your website. It's now a multidisciplinary pursuit involving; blogging, YouTube, viral marketing and a host of other publicity generating tactics aimed at generating attention online.
- Press Release Optimization
- Anatomy of a Top Flight Social Media Campaign
- Online PR 2.0 - An Overview
Week 7: Email Marketing Fundamentals
Email campaigns can be a valuable tool when it comes to persuading a prospect to become a customer. This module answers the following questions. Why are my emails flagged as spam? Why doesn't anybody open my emails? How come nobody clicks on the links in my emails? Why are my emails generating such a poor return on investment?
- Email List Builder
- The Deliverability of Emails
- Email Subject Lines & Preview
- Getting People to Click on Links in your Emails
- Getting the Conversion via Emails
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- Latest Curriculum Content
- In-Depth, Online Training
- Video Modules & Quizzes
- Live Weekly Meetings
- Any-time Faculty Q&A
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