Building an Integrated Online Marketing Plan

Course Curriculum

Chapter 1: Building an Integrated Online Marketing Plan

Lecture 1: Enter

Lecture 2: The strategy problem

Chapter 2: Find Your Business Strategy

Lecture 1: Knowing who you are 1.1

Lecture 2: Defining your narrative statement 1.2

Lecture 3: Identifying emotional needs 1.3

Lecture 4: Create your value statement 1.4

Chapter 3: Define Your Target Customers

Lecture 1: Identifying customer groups 2.1

Lecture 2: Creating a customer persona 2.2

Lecture 3: Measuring customer lifetime value 2.3

Lecture 4: Quantifying customer loyalty 2.4

Chapter 4: Research Find What Your Customers Want

Lecture 1: Researching keywords to find audience needs and in.3.1

Lecture 2: Using Google Trends to find market trends and cust.3.2

Lecture 3: Developing your initial plan 3.3

Lecture 4: Using micromoments to create customers 3.4

Chapter 5: Clearly Identify Business Goals and Build Processes

Lecture 1: Defining your marketing goals 4.1

Lecture 2: Differentiating between acquisition and engagement.4.2

Lecture 3: Understanding messaging and objectives 4.3

Chapter 6: Develop a Long Term Marketing Plan

Lecture 1: Understanding the purpose of content marketing 5.1

Lecture 2: Planning content assets 5.2

Lecture 3: Creating a long-term content calendar 5.3

Lecture 4: Curating content 5.4

Chapter 7: Turn Cookies into Customers

Lecture 1: Getting the big picture 6.1

Lecture 2: Retargeting visitors 6.2

Lecture 3: Designing effective landing pages 6.3

Lecture 4: Getting that email address 6.4

Lecture 5: Stopping the blast 6.5

Chapter 8: Measure and Modify Your Plan

Lecture 1: Measuring the right things 7.1

Lecture 2: Visualizing your measurement process 7.2

Lecture 3: Developing a 360 customer profile 7.3

Lecture 4: Next steps 7.4

Chapter 9: The Dijital Marketing Framework

Lecture 1: The building blocks of digital marketing 1.1

Lecture 2: The marketing funnel 1.2

Lecture 3: The buyer journey 1.3

Lecture 4: Create a buyer journey map 1.4

Chapter 10: Digital Marketing Basics

Lecture 1: How to develop a marketing strategy 2.1

Lecture 2: How to identify your target market 2.2

Lecture 3: How to create your customer persona 2.3

Lecture 4: How to create your customer persona 2.4

Lecture 5: How to establish goals for digital marketing 2.5

Lecture 6: How to develop your digital marketing KPIs 2.6

Lecture 7: How to draft a one page marketing plan 2.7

Chapter 11: Digital Marketing Key Concepts

Lecture 1: Digital marketing Persuading with data 3.1

Lecture 2: How to capture key insights in your digital marketing 3.3

Chapter 12: Digital Marketing Hub and Spokes

Lecture 1: How to outline your online marketing presence 4.1

Lecture 2: How to decide on a marketing channel 4.2

Lecture 3: How to prioritize in marketing 4.3

Lecture 4: How to create powerful marketing messaging 4.4

Lecture 5: How to create lean messaging in marketing copy 4.5

Chapter 13: Digital Marketing with Your Website

Lecture 1: How to optimize your website 5.1

Lecture 2: How to use copywriting in your marketing 5.2

Lecture 3: How to build landing pages that convert 5.3

Chapter 14: Digital Marketing with Paid Channels

Lecture 1: Introduction to paid advertising 6.1

Lecture 2: How to identify the value of a customer 6.2

Lecture 3: How to budget for paid marketing 6.3

Lecture 4: How to create your first paid campaign 6.4

Chapter 15: Digital Marketing with Social Media

Lecture 1: Social media marketing First steps 7.1

Lecture 2: How to decide on a social media platform 7.2

Lecture 3: How to build and leverage followers 7.3

Chapter 16: Digital Marketing with Email

Lecture 1: The power of email marketing 8.1

Lecture 2: How to develop an email marketing plan 8.2

Lecture 3: How to measure the success of email 8.3

Lecture 4: How to launch successful campaigns Email tools 8.4

Chapter 17: Marketing Analytics Skills

Lecture 1: How to decide what to track in marketing 9.1

Lecture 2: How to generate reports for marketing analytics 9.2

Lecture 3: How to continually build digital marketing 9.3