Online Marketing Fundamentals

In Online Marketing Fundamentals, Lorrie Thomas Ross introduces web marketers, web designers, business owners, and executives to the world of online marketing. The course takes a look at the basis of any online marketing effort—a business’s web site—and reviews how the different components of the site can support the business’s goals, from SEO and SEM to social media, online PR, and content marketing.

Topics include:

• Defining the target market
• Setting clear goals and success metrics
• Working with web analytics software
• Building a site map
• Selecting a domain name and a web host
• Planning for mobile
• Conducting social media marketing
• Developing an email marketing campaign
• Exploring content marketing
• Reviewing online public relations
• Understanding the difference between search engine marketing (SEM) and search engine optimization (SEO)
• Reviewing blogging and microblogging
• Looking at online advertising with search, affiliates, email, and more

 Table of content

• Introduction
  • Welcome
  • Who is this course for?
  • Using the exercise files
• What Is Online Marketing?
  • Online marketing defined
  • How online marketing works
  • Distinctions of online marketing
  • Components of online marketing
• Building a Foundation
  • Online marketing planning and success
  • Defining your target market
  • Online marketing measurement
• Planning a Web Site for Online Marketing
  • Site map
  • Site components
  • Wireframing
  • Elements of a successful site
  • Home page best practices
  • Privacy policy
• Building or Optimizing a Web Site for Online Marketing
  • DIY or hire help?
  • Web site platforms
  • Domain names
  • Choosing a hosting company
  • Web site maintenance and management
  • Mobile sites
• Content Marketing
  • Authority marketing
  • Article marketing
  • Social media content
  • Online PR
  • Web site and email content
• Search Engine Marketing
  • Overview of search engine marketing (SEM)
  • Search engine optimization (SEO)
  • Paid search
  • Local search
• Social Media Marketing
  • Social media, social networking, and social media marketing defined
  • Blogging and microblogging
  • Social networking
  • Video sharing
  • Social shopping and opinions
  • Social news and social bookmarking
  • Social events
  • Wikis
  • Social media strategy
• Blogging
  • To blog or not to blog?
  • Blogging success
  • Blog content creation ideas
• Online Advertising
  • Search ads
  • Display ads
  • Affiliate marketing
  • Social media advertising
  • Local advertising
  • Email advertising
• Email Marketing
  • Collecting email addresses
  • Using a third-party management company
  • Email messages
• Conclusion
  • Online marketing strategy
  • Goodbye

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