YoVDO

Building an Integrated Online Marketing Plan

Offered By: LinkedIn Learning

Tags

Marketing Courses Content Marketing Courses Market Research Courses Goal Setting Courses Business Strategy Courses Performance Measurement Courses Customer Targeting Courses Retargeting Courses

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
1. Find Your Business Strategy
  • Knowing who you are
  • Defining your narrative statement
  • Identifying emotional needs
  • Create your value statement
2. Define Your Target Customers
  • Identifying customer groups
  • Creating a customer persona
  • Measuring customer lifetime value
  • Quantifying customer loyalty
3. Research: Find What Your Customers Want
  • 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
4. Clearly Identify Business Goals and Build Processes
  • Defining your marketing goals
  • Differentiating between acquisition and engagement
  • Understanding messaging and objectives
5. Develop a Long-Term Marketing Plan
  • Understanding the purpose of content marketing
  • Planning content assets
  • Creating a long-term content calendar
  • Curating content
6. Turn Cookies into Customers
  • Getting the big picture
  • Retargeting visitors
  • Designing effective landing pages
  • Getting that email address
  • Stopping the blast
7. Measure and Modify Your Plan
  • Measuring the right things
  • Visualizing your measurement process
  • Developing a 360 customer profile
Conclusion
  • Next steps

Taught by

Matt Bailey

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