Internet and Web Marketing

Internet and Web Marketing

OBJECTIVES

By the end of the program, participants will be able to:

• Reach their buyers directly, establishing a personal link with current and prospective customers. Reach niche buyers with targeted and effective messages.
• Publish content people want to read and that search engines reward with high rankings.
• Understand how tools like blogs, pod casts, web casts and social networking can be used to enhance their company’s online presence.
• Do a step-by-step approach for building an online marketing strategy and an action-plan to create online leadership for their organization.

WHO SHOULD ATTEND?

Product and service marketers, marketing communications, public relations, marketing executives, as well as agencies who serve them.

COURSE OUTLINE

Marketing on the Web

• The Rules of Web Marketing and PR
• The Convergence of Marketing and PR on the Web
• Buyers Personas and Reaching Your Buyers Directly
• Sales Process Writing for Your Buyers
• Content Writing that Drives Action

Web Based Communications to Reach Buyers Directly

• You Are What You Publish
• Content-rich Web Sites and Online Media Rooms
• Online News Releases and Reaching the Media
• Chat Rooms and Forums
• Blogging for Business and Marketing
• Audio (Pod casting) and Video
• E-Books
• Social Networking
• Search Engine and Viral Marketing

• The Power of SEO in Beating Your Competitors

Developing an Online Marketing Strategy

• You Are What You Publish
• Creating an Online Marketing Plan

Templates and Checklists

• Web Site Benchmark Scorecard
• Action Plan Worksheet
• Buyer Persona Worksheet