Overview
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Learn how to build an integrated online marketing plan for your organization that considers all your channels, customers, goals, and values.
Syllabus
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Introduction
- Welcome
- The strategy problem
- Knowing who you are
- Defining your narrative statement
- Identifying emotional needs
- Create your value statement
- Identifying customer groups
- Creating a customer persona
- Measuring customer lifetime value
- Quantifying customer loyalty
- 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
- Defining your marketing goals
- Differentiating between acquisition and engagement
- Understanding messaging and objectives
- Understanding the purpose of content marketing
- Planning content assets
- Creating a long-term content calendar
- Curating content
- Getting the big picture
- Retargeting visitors
- Designing effective landing pages
- Getting that email address
- Stopping the blast
- Measuring the right things
- Visualizing your measurement process
- Developing a 360 customer profile
- Next steps
