Interactive Marketing Fundamentals teaches the basics of online marketing. You’ll learn how to engage with customers using design, direct marketing fundamentals, and learn the key mistakes to avoid.
From website design to e-commerce, to email campaigns, search engine optimization and social media, this course will give you an in-depth understanding of best-practice strategies and tactics.
Lead instructor Jeff Finkelstein designed this course for marketing and business professionals who may be in the position of leading a web development team. It’s not designed to give technical HTML development skills to design and create a website from scratch (i.e. we’re not teaching Dreamweaver or Photoshop skills). However, you’ll be able to create email campaigns, search advertising campaigns, and viral videos by the conclusion of the course.
The course is fast-paced and loaded with real content. This is not an academic, theoretical course – we dive into live examples of what real companies are doing right now to be successful on the Web. Register now!
Web Design Fundamentals:
A website is the foundation upon which all other Web marketing rests. It’s the content hub where users can find out more information about a company’s products and services. All other Web marketing essentially points back to the content hub, with the goal to have prospects convert into paying customers. Covers the fundamentals of how Websites work, and learn how different customer types interact with sites on the Web.
E-commerce:
Explores what makes an e-commerce site successful, including home page layout, product information, persistent shopping carts and the checkout process. We’ll look at the how to prevent visitors from abandoning their carts and a site, and discuss how to build trust and confidence each step of the way.
Email Marketing:
Email remains the most cost-effective way to reach out to past customers. As a retention tool, the return on investment (ROI) metrics for outbound email campaigns remains top. In this block, we’ll learn the tips and tricks to make sure that your email campaigns are as compelling as possible. We’ll study past campaigns, how to balance images, text and calls to action, and the five key strategies for making sure your messages are opened and acted upon.
Web Applications:
How to leverage web applications to better interact with prospects and customers. We’ll review Web applications including online customer relationship management (CRM), appointment scheduling, event registration, project management / trouble ticketing, and personalized URL systems.
Search Engine Optimization (SEO):
Research shows that 70% of business and consumer purchases begin with a search on Google, Yahoo or other search engines. 42% of people click on the top search result. When a business doesn’t appear at the top of a search engine result, customers can’t find them and they are perceived as less relevant. In this section, we’ll delve into the fundamentals of how search engines work, what they look for, and what you can do both on your website and external to your site to enhance your search engine optimization efforts. You’ll learn key strategies for selecting keywords for your site, as well as why meta keywords are usually ignored. We’ll discuss page rank, keyword density analysis, inbound links and more.
Search Engine Advertising:
In this section, we’ll discuss how to use Google Adword’s Cost-Per-Click (CPC) system, as well as Yahoo, Bing and Facebook to drive targeted traffic to your website. We’ll explore why you shouldn’t pay for top position, and how not to waste money using CPC advertising. We’ll discuss everything from local search to broad match, phrase match, exact match and negative match keyword selection.
Social Media:
Nearly all businesses have found traditional ways of reaching prospects, including print, radio, TV and newspaper advertising are increasingly less effective. That’s why social media can be a powerful way to create a buzz and attract new people to a product, service or brand. We’ll explore how to best leverage Blogging, Facebook, LinkedIn, Twitter, YouTube and others. You’ll learn who’s using social media effectively, and who’s been able to figure out how to make money with social media. We’ll break up into small groups during this section to develop social media strategies for sample customers.
