How to Market Your Business Course (How To)

Marketing your business requires an understanding of how to communicate the benefits of your business to satisfy the needs of your potential customers. In this set of videos, we'll explore how to expand your reach and improve your messaging through various strategies such as social media, usability, SEO, video and email marketing.

Social Media

These days, it takes more than a great website to spread the word about your product or service. Social networks are ideal for growing your network and for spreading the word about who you are and what you do.

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• The Power of Social Media

  2:03

• Today's Social Networks

  2:55

• Today's Social Networks

  5 questions

• Social Strategy

  3:07

• Social Strategy

  5 questions

• Conversations & Communities

  2:15

• Conversations & Communities

  5 questions

• Influencers

  3:20

• Influencers

  5 questions

• Public Relations

  2:49

• Public Relations

  5 questions

• Social Analytics

  2:33

• Social Analytics

  5 questions

Usability Basics

Understanding the basics of usability can allow you to evaluate the effectiveness of your website. These best practices will help you create various website elements - from navigation to forms and even content - and identify existing issues, increasing the chances of presenting a successful website to potential customers.

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• Introduction to Usability

  3:06

• Common Concerns

  3:07

• Common Concerns

  5 questions

• Navigation

  3:32

• Navigation

  5 questions

• Information Scent

  3:38

• Information Scent

  5 questions

• Browsers, Devices, and Apps

  2:31

• Browsers, Devices, and Apps

  5 questions

• Extra Credit

  The tech industry continues to evolve, but some aspects of design and usability remain universal. With this in mind, we highly recommend reading Steve Krug's Don't Make Me Think. Over a decade has passed since the first edition, but this book (now in its second edition) is still considered to be required reading for web designers and marketers alike.

  Designers and developers are often inspired by elements seen on other websites. Marketers can also benefit from this kind of research, even on websites in different industries. Consider starting a Pinterest board or other easily accessible database of inspiration you can draw from for future projects.

Usability Testing

Testing a site doesn't only mean evaluating its design; it also means determining if the users on your site can accomplish the goals they have in mind when they arrive. Testing with this in mind can reveal fixes that go far beyond simple code changes; it can lead to fundamental improvements in the way you do business and make money.

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• Introduction to Usability Testing

  2:29

• Goals, Scenarios, and Personas

  3:54

• Goals, Scenarios, and Personas

  4 questions

• Preparing and Conducting Tests

  4:08

• Preparing and Conducting Tests

  5 questions

• Results and Recommendations

  2:38

• Results and Recommendations

  5 questions

• Extra Credit

  Usability expert Steve Krug released a follow-up to his acclaimed book, Don't Make Me Think, by focusing on the process of usability testing. Rocket Surgery Made Easy provides more detail on how to easily incorporate regular testing into the process of design and development.

  If you've tested your own website and want to learn more, visit a competitor. Testing their site using the same questions can help determine how the experience differs for the same user across multiple sites.

Search Engine Optimization

SEO - or Search Engine Optimization - is vital to a business website's success. Understanding how search engines work and how to implement various search-related strategies will improve the value of your site and help get it found.

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• Defining SEO

  2:13

• How Search Engines Work

  5:05

• How Search Engines Work

  5 questions

• Search Tools and Analytics

  2:51

• Search Tools and Analytics

  5 questions

• Paid Search and Advertising

  3:33

• Paid Search and Advertising

  5 questions

Email Marketing

Email is one of the most powerful ways to market your business online. It's a great way to keep customers up to date on specials, new products, and the latest news. With a number of powerful campaign management tools available online, even the smallest of companies can get involved.

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• Email Marketing Basics

  1:52

• Providers, Tools, and Analytics

  2:59

• Design and Content

  3:59

• Email Tools and Design

  6 questions

• Email Lists and Segments

  3:06

• Campaign Management

  3:03

• Lists and Campaigns

  5 questions

• Privacy and SPAM

  2:32

• Privacy and SPAM

  5 questions

Video Marketing

From no-budget to professional productions, video marketing can enhance the message a business is trying to communicate online. As video content becomes more accessible and expected by users, companies need to anticipate ways to use this medium to share information about products, services, and their sense of humor.

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• Video Content

  3:55

• Types of Videos

  4:26

• Types of Videos

  5 questions

• Production Needs

  3:32

• Stages of Production

  3:09

• Stages of Production

  5 questions

• Publishing Videos

  2:09

• Publishing Videos

  5 questions

• Extra Credit

  One way to jump into video marketing is to try it along with social media. Facebook and Twitter allow for video clips to be embedded within its posts, and other apps like Vine can provide new and creative ways to use video to tell a story.

  Always be on the lookout for your own customers or clients using video to tell their own story as it relates to you. Users will post reviews or walkthroughs on YouTube, for example. Make a plan to regularly search for content related to your company and products, and find a way to support users with a love for your services.