Duration: 2 Days
The Internet has drastically changed the dynamics of the merchant/customer relationship. When it's time to make a buying decision, customers increasingly turn to the web for product and company information. In this course, you will learn concrete techniques for applying social media strategies and tools to your overall marketing portfolio. You will research consumers' online habits and mine data to engage them through blogs, social networks, podcasts, and video. You will receive job aids and templates, including media strategy checklists and reporting forms to help you get started back at your office.
What You Will Learn
- Migrate traditional marketing activities to your online marketing
- Components of online communications programs
- Monitor the Web for "buzz" about your brand
- Implement and measure search engine optimization (SEO) and paid search techniques
- Initiate a measurement and metrics regime to demonstrate the ROI of e-marketing efforts
- Generate interest and buy-in from senior executives and other organizational stakeholders
- Build brand awareness over the web
- Online communities where your customers congregate
- Use likes and dislikes from your customers to refine your product offerings
- Lead generation and affiliate marketing
- Create a web-friendly, open, and transparent company
- Informational vs. promotional rules of the road
- Targeted marketing within social networks
- Accurately represent your product online
- Work with bloggers
- Set up your corporate marketing blog and get noticed
- Use RSS feeds to generate traffic
- Elements of a successful podcasting
- Publicize videos
- Key factors of search
- Tools and key players for SEO and SEM automation
- Measuring what matters, including online sales, web visitation, time on site, lead capture, participation, and interactivity
- Online ratings networks
- Online marketing analytics software providers
Audience
Marketing professionals who are involved in interactive marketing strategies and would like to gain a practical understanding of the latest techniques and tools available
Prerequistes
Course Outline
1. Introduction
- Broad range of marketing opportunities in Web 2.0 technologies
- Key resources and methodologies for implementing and measuring online marketing activities
- Integrating online activities into an existing marketing strategy
- Using the language of online marketing to communicate with consultants, agencies, peers, and executive teams
2. Integrating Online Marketing
- Social media
- Online marketing techniques used within B2B and B2C marketing
- Compare traditional marketing channels and methodologies to online approaches
- Develop a list of social media strategies and action plans to apply in your organization
3. Social Networks and Successful Online Community Programs
- Business goals and purposes behind social networks and online communities
- Online marketing techniques used within both B2B and B2C marketing
- Vocabulary list and methodologies for developing metrics and measurements
- Surrounding online programs and disseminating interactive media intelligence back into the organization
- Developing action plans for creating online communities and social networks
- Effective Online Marketing Communication Programs
- Best practices for setting up and maintaining online communication tools such as blogs, RSS feeds, podcasts, and online video
- Using bloggers from a PR perspective
- Developing checklists and action plans for creating online marketing programs
5. Search Engine Marketing: Optimize and Advertise
- Paid vs. natural search
- Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
- Online advertising and action plans for launching or enhancing a search campaign
6. Online Marketing Measurement and Metrics
- Variables to be measured
- Tools and resources to begin monitoring and interpreting online campaigns
- Using an engagement scorecard
- Developing action plans for improving measurement
- Developing a Web 2.0 for an existing company
7. Strategies to Apply Social Media to Your Organization
Course Labs
