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LinkedIn Learning

Building an Integrated Online Marketing Plan

via LinkedIn Learning

Overview

Learn how to build an integrated online marketing plan for your organization, that considers all your channels, customers, goals, and values.

Successful marketing is holistic: it considers every channel, from email to search to social media. It is also focused: on the business's core values, customers, and goals. What keeps all these moving parts in check? An effective strategy. Learn how to build an integrated online marketing plan for your organization, in this course with marketing expert Matt Bailey.

Discover why a successful business strategy starts with you, namely your narrative and your value. Learn how to define your target customers, and understand where their needs and your business goals align. Find out how to evaluate the best channel for your message, whether it's Facebook, Twitter, Instagram, LinkedIn, or Pinterest. See how to develop a calendar for putting the right content in front of the right people at the right time. Plan for success by researching SEO, trending topics, annual content, and seize-the-day opportunities. Plus, learn how to think like a publisher; integrate content marketing into lead generation; and measure, model, and review your success.

Syllabus

Introduction
  • Welcome
  • The strategy problem
1. Find Your Business Strategy
  • Knowing who you are
  • Defining your narrative statement
  • Identifying emotional needs
  • Creating your value statement
2. Define Your Target Customers
  • Identifying customer groups
  • Creating a customer persona
  • Measuring customer lifetime value
  • Quantifying customer loyalty
3. Research: Find What Your Customers Want
  • 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
4. Clearly Identify Business Goals and Build Processes
  • Defining your marketing goals
  • Differentiating between acquisition and engagement
  • Understanding messaging and objectives
5. Develop a Long-Term Marketing Plan
  • Understanding the purpose of content marketing
  • Planning content assets
  • Creating a long-term content calendar
  • Curating content
6. Turn Cookies into Customers
  • Getting the big picture
  • Retargeting visitors
  • Designing effective landing pages
  • Getting that email address
  • Stopping the blast
7. Measure and Modify Your Plan
  • Measuring the right things
  • Visualizing your measurement process
  • Developing a 360 customer profile
Conclusion
  • Next steps

Taught by

Matt Bailey

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