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Course Content
Building an Integrated Online Marketing Plan
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Knowing who you are 1.1
Defining your narrative statement 1.2
Identifying emotional needs 1.3
Create your value statement 1.4
Identifying customer groups 2.1
Creating a customer persona 2.2
Measuring customer lifetime value 2.3
Quantifying customer loyalty 2.4
Researching keywords to find audience needs and in.3.1
Using Google Trends to find market trends and cust.3.2 mov
Developing your initial plan 3.3
Using micromoments to create customers 3.4
Defining your marketing goals 4.1
Differentiating between acquisition and engagement.4.2
Understanding messaging and objectives 4.3
Understanding the purpose of content marketing 5.1
Planning content assets 5.2
Creating a long-term content calendar 5.3
Curating content 5.4
Getting the big picture 6.1
Retargeting visitors 6.2
Designing effective landing pages 6.3
Getting that email address 6.4
Stopping the blast 6.5
Measuring the right things 7.1
Visualizing your measurement process 7.2
Developing a 360 customer profile 7.3
Next steps 7.4
Building an Integrated Online Marketing Plan
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