Online Marketing Fundamentals

This training session provides small business owners, entrepreneurs, and any employees or managers who are tasked with designing and implementing an online marketing strategy for their company with a solid understanding of how to build a successful online marketing strategy. By the end of the course, participants will have a comprehensive online marketing road map for navigating the confusing mase of online marketing options that are presented to them on a daily basis and choosing options to maximize the return on the time and money they invest in this critical business building area.  (Note: An assessment of participants online marketing knowledge will be conducted prior to delivery of this course to ensure that the level of training delivered will be the best fit for participant’s needs.)

Instructional Objectives:

This module covers the following topics:
  • Brand Building: The components of a cohesive brand;
  • Industry Competitive Analysis: An overview of the tools and techniques used to glean industry insight and real-time competitive advantage. Learn impossible to find’ metrics including your competitor’s online advertising budget, ad samples, their social sentiment and their traffic figures. Used as your baseline, you will then be able to strategically expand your online presence with a minimum of expense or time lost.
  • SEO: Learn how rank is determined, what rank indicators matter most, what’s most often missed and what strategies are evergreen. Learn how to find keyword opportunities and fine tune your ad and site copy to your targets. Overview of Landing pages, Microsites and Blogs and how, when they are best used for brand and SEO building.
  • Analytics: learn the fundamentals of Google Analytics to best evaluate your online marketing direction.
  • CRO: Conversion Rate Optimization — Transform your website into a conversion powerhouse. Optimize your sales funnel and learn how to improve conversions with easy to implement multivariate split testing and tracking to understand which parts of a marketing campaign are under performing.
  • Behavioral psychology and online marketing: learn how to better frame client’s expectations for better perceived service, reduced support issues, higher satisfaction and increased referrals. How to implement ethical marketing strategies that are tremendously persuasive. Learn the copy, design and psychological triggers, that (when used ethically within the context of your brand) best convert and up-sell most effectively.
  • SEM: Plugging the bucket — Learn how to use retargeting & remarketing to establish authority and convert more undecided prospects into committed customers.
  • SMM: Social Media Marketing —optimize SMM strategy by pinpointing your target market demographic and leveraging automation tools and tactics to maximize conversion while minimizing time invested.

Measurable Learning Outcomes:

By the end of this module, participants will have the skills and knowledge to:

  • Develop an effective online marketing plan for their business;
  • Logically scale their online marketing plan for maximum effect and least time and money wasted;
  • Link their online marketing efforts to their brand strategy;
  • Measure the results of their online marketing efforts (and fine-tune them over time); and
  • Increase the volume and quality of leads generated through their online marketing efforts.

Assessement Methods:

Our instructors are continuously assessing the student’s comprehension and ability to apply their learning through assignments, case studies, and interactive classroom activities that check for understanding. This is crucial in today’s fast-paced business environment as each new skill participants not only learn, but are able to apply in the workplace will have a huge positive impact on the business’s ability to thrive. Unlike structured public courses at colleges and universities that provide more general knowledge and must follow a rigid timeline, our on-site group training format allows our instructors to take the time to ensure that participants are able to take the skills and knowledge they gain in class and apply it to their unique situation to get the results they want in their work and business. We assess the student’s learning and progress using the following methods:

  • Application assignments for in between each training session to apply what was learned in their role in the business. (These assignments are sent in to the instructor in between each session so that the instructor can review them and provide further feedback if the student has not completed the assignment correctly.)
  • Interactive exercises, questions and discussion during the training sessions to ensure that the student understands how to apply the concepts in their role and/or business.
  • Student self-evaluation of their learning at the beginning and end of the program. (This is a brief 5 minute paper survey that the student takes at the beginning and end of each module to provide them with a measure of the knowledge they have gained from the training).
  • (Note: Our instructors are always available via phone and e-mail in-between training sessions should students need assistance with their assignments. This ensures that students are able to complete assignments and be fully prepared to build on their learning in the next session.)

This program builds competencies in the following areas:

Duration: 8 Hours

Format: Entrepreneur Training, Group Training, One-on-One Training