The 12 modules of the Online Marketing
The 12 modules of the Online Marketing Foundation course provide an introduction to online marketing, plus a detailed look at each discipline including SEO, Email, Online PR, Social Media and more.
1.SEO
This module will make sure your customers can find you using organic search:
- Differences between SEO and SEM
- The features of today's search results
- The importance of the keyword
- The steps in the SEO process
- The importance of measurement and analytics
2.Web Analytics
This module shows you how to use the statistics that you have generated in relation to clicks, hits and visits to determine your strategy:
- What web analytics means to you as a business owner
- How data is collected and which method will work for you
- How to decipher data and interpret it to meet your business objectives
- How to set and track your goals, increase your conversion rate and your ROI
- Tactics for tracking and interpreting online and offline visitors by:
- Tracking events
- Traffic sources
- Email campaigns
- Tracking links
3.Demand Generation
After this module, you will be able to:
- Define demand generation and define the key terms and acronyms used in this area
- Differentiate between B2C and B2B tactics
- Identify the 6 stages of the B2B scales cycle and the length of these cycles to conversion
- List the key tactics for generating leads and appreciate their relative success vs. cost
- Know several methods for optimizing conversion rates including:
- The use of A/B & MVT
- What to test and the quality of leads
- Measure KPIs - leads, CPL, Sales, ROI
- Appreciate some of the consideration in converting leads to sales
- Sales cycles
- Conversion funnel types
4.Pay Per Click
After this module, you will:
- Understand the benefits of balancing SEO and PPC resource allocation to obtain marketing objectives
- Understand the importance of relevant keywords and phrases to optimize the opportunity of each
- Know how to optimize your quality score through a knowledge of the factors which go into Google's Quality Score and Ad Rank
- Identify how to develop your AdGroups, and what you need to remember when structuring them
- Appreciate post-click behaviors and optimizing around balance rates and stickiness
- Identify the best strategies for optimizing retargeting opportunities as well as when not to retarget
5.Email
By the end of this module, you will:
- Appreciate how useful email can be when used as part of your marketing mix
- Know the importance of permission in email marketing and the 2 primary types there are to consider
- Understand the importance of online calls to action when growing your email list
- Understand the importance of the online registration page and know how this can be improved to best utilize your website's traffic
- Know the different types of email and when it is best to use them
- Understand why it is important to recognize the issues with email deliverability
- Recognize the laws regarding email marketing and understand the general practices which make it easy to comply with the laws in almost every country
- Know the importance of tracking opens and clicks and how to do this
6.Introduction to Usability
By the end of this module, you will:
- Appreciate the fundamentals underlying website usability, including:
- How it is defined and measured in the context of tasks and goals
- Listing the 6 steps to website usability
- Explaining why usability is an important factor to make and save you money
- Be able to list the key usability activities including usability testing and heuristic (expert) reviews and:
- Describe what usability testing includes
- Advantages and disadvantages of focus groups
- Appreciate what usability professionals are measuring
- Understand the myths and misconceptions regarding website usability, including:
- The best time to conduct usability tests on a website
- Whether you are testing the website of the users
- Whether a focus group is a usability test
7.Online PR
By the end of this module, you will:
- Know the different topic areas that you can cover in an online press release
- Appreciate who you are writing for and the different content
- Understand that keyword research is required, that your chosen topic will dictate the keyword and how keyword tools work
- Know the format for writing a press release and the best ways to make newsworthy and engaging content
- Understand how multimedia such as images and videos can be used within a press release to optimize your online PR plan
- Recognize the tools available that can be used to analyze and measure the distribution of your press release
- Recognize how social media can be used to optimize SEO and understand how to build a special media content strategy to distribute content
8.Content Marketing Strategy
By the end of this module, you will:
- Understand how integrating your content marketing goals with your overall business goals will support your business development
- Recognize the potential content areas across your organization and the various ways this can be reproduced in social media
- Utilize user-generated content by working with online communities to generate feedback on your business
- Recognize the importance of an editorial calendar and understand the factors you should consider when deciding what content to use and when
- Identify how the metrics that already exist in your organization can be used to build up and support your content marketing strategy
9.Strategy
By the end of this module, you will:
- Understand how approaching internet marketing strategically, by defining your goals and objectives, will increase the chances of success for your business online
- Know the 8 stages of the social media plan and how these will benefit your business
- Appreciate the value in including a relevant call to action to your online content and how to link this to the overall goals for your online marketing strategy
- Understand how to measure your online success as a business value focused on a high return on the investment of time, money and resources that have been spent on your online strategy
- Understand what it means to use a balanced approach to measure your online success and how it is important to tie this back to your overall business results
10.Social Media
The essentials of using social media as part of your online marketing strategy. By the end of this module, you will:
- Understand that social media can be an efficient marketing channel and that using Twitter, Facebook and other channels is a good way to disseminate your content
- Know the importance of planning your strategy when marketing in social media and that this must fit in with the business goals you hope to attain
- Know who your audience is and where the communities are that you should engage with
- Research how and why you should interact with your audience and how to get the most value of this relationship
- Learn what you can look for to measure your campaign's success
- Include details of your social media campaigns with your other marketing strategies to integrate your content, remembering that social media doesn't happen on its own
11.Information Retrieval
By the end of this program, you will:
- Know the difference between data retrieval and information retrieval
- Have learned about the history of the World Wide Web as a basis of understanding how search engines work by use of a Crawler, and what you can do to make your web page more responsive to search engines
- Have knowledge of the highly complex vector space model developed by Professor Gerard Salton, and how the search engine index is created from this
- Understand how connected marketing works, and how this new information exchange on social networks and in online communities has changed how brands and companies now respond to consumers
- Understand the differences in user intent, whether informational, navigational or transactional, and the three-point taxonomy of search as well as how search engines record end user data
12.Mobile Marketing
By the end of this module, you will:
- Understand the meaning of mobile marketing and the benefits it will have for your overall marketing strategy
- Know the variety of options available within mobile marketing and the benefits these will have for your business, with a focus on SMS and email
- Appreciate the value in the different mobile marketing media, including advertising, mobile phone apps and mobile video
- Understand the important differences to consider when developing your website for a mobile market, and how to facilitate a smaller screen with a slower connection
- Learn the 7 website must haves and the 10 mobile metrics of measuring your success
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