Building an Integrated Online Marketing Plan
Offered By: LinkedIn Learning
Course Description
Overview
Learn how to build an integrated online marketing plan for your organization that considers all your channels, customers, goals, and values.
Syllabus
Introduction
- Welcome
- The strategy problem
- Knowing who you are
- Defining your narrative statement
- Identifying emotional needs
- Create your value statement
- Identifying customer groups
- Creating a customer persona
- Measuring customer lifetime value
- Quantifying customer loyalty
- Researching keywords to find audience needs and interests
- Using Google Trends to find market trends and customer insights
- Developing your initial plan
- Using micromoments to create customers
- Defining your marketing goals
- Differentiating between acquisition and engagement
- Understanding messaging and objectives
- Understanding the purpose of content marketing
- Planning content assets
- Creating a long-term content calendar
- Curating content
- Getting the big picture
- Retargeting visitors
- Designing effective landing pages
- Getting that email address
- Stopping the blast
- Measuring the right things
- Visualizing your measurement process
- Developing a 360 customer profile
- Next steps
Taught by
Matt Bailey
Related Courses
Google SEO FundamentalsUniversity of California, Davis via Coursera Optimizing a Website for Google Search
University of California, Davis via Coursera Google SEO Capstone Project
University of California, Davis via Coursera Google Ads for Beginners
Coursera Project Network via Coursera Google Ads Course for Beginners - From Zero to PPC Hero
ClickSlice via FutureLearn