Building an Integrated Online Marketing Plan

Course details

Successful marketing is holistic: it considers every channel, from email to search to social media. It is also focused: on the business's core values, customers, and goals. What keeps all these moving parts in check? An effective strategy. Learn how to build an integrated online marketing plan for your organization, in this course with marketing expert Matt Bailey.

Discover why a successful business strategy starts with you, namely your narrative and your value. Learn how to define your target customers, and understand where their needs and your business goals align. Find out how to evaluate the best channel for your message, whether it's Facebook, Twitter, Instagram, LinkedIn, or Pinterest. See how to develop a calendar for putting the right content in front of the right people at the right time. Plan for success by researching SEO, trending topics, annual content, and seize-the-day opportunities. Plus, learn how to think like a publisher; integrate content marketing into lead generation; and measure, model, and review your success.

Learning objectives
Defining who you are
Creating your value statement
Identifying your customers
Measuring lifetime value and loyalty
Researching customers
Defining marketing goals
Creating a long-term content calendar
Curating content
Measuring and modifying your plan

Concepts

0. Introduction

01 - Welcome
02 - The strategy problem

1. Find Your Business Strategy

03 - Knowing who you are
04 - Defining your narrative statement
05 - Identifying emotional needs
06 - Create your value statement

2. Define Your Target Customers

07 - Identifying customer groups
08 - Creating a customer persona
09 - Measuring customer lifetime value
10 - Quantifying customer loyalty

3. Research - Find What Your Customers Want

11 - Researching keywords to find audience needs and interests
12 - Using Google Trends to find market trends and customer insights
13 - Developing your initial plan
14 - Using micromoments to create customers

4. Clearly Identify Business Goals and Build Processes

15 - Defining your marketing goals
16 - Differentiating between acquisition and engagement
17 - Understanding messaging and objectives

5. Develop a Long-Term Marketing Plan

18 - Understanding the purpose of content marketing
19 - Planning content assets
20 - Creating a long-term content calendar
21 - Curating content

6. Turn Cookies into Customers

22 - Getting the big picture
23 - Retargeting visitors
24 - Designing effective landing pages
25 - Getting that email address
26 - Stopping the blast

7. Measure and Modify Your Plan

27 - Measuring the right things
28 - Visualizing your measurement process
29 - Developing a 360 customer profile

Conclusion

30 - Next steps