corporate training materialslogin.corporatetrainingmaterials.com/...marketing_fundamentals_sa… ·...
TRANSCRIPT
Internet Marketing Fundamentals
Sample
Corporate Training Materials All of our training products are fully customizable and are perfect for one day and half day workshops. You can easily update or insert your own content to make the training more relevant to participants. Our material is completely customizable and is backed up by a 90 day 100% no questions asked money back guarantee!
With our training courseware you are able to: • Add your name and logo (and remove ours). • Add your own content to make the training more relevant to your clients (i.e. using
examples and case studies from within your organization or city) • Train unlimited users within your organization. • No Annual Renewal Fees • Download training material on your time from our secure servers
[email protected] [email protected]
Any technical issues or questions can be addressed by our support team [email protected]
Our Product Catalog contains our entire library of available and upcoming courses. Please follow this link: http://corporatetrainingmaterials.com/product_catalog.pdf
Review our License Agreement to answer any licensing questions you may have. Please follow this link: http://corporatetrainingmaterials.com/license_agreement.pdf
United States International 73 Greentree Drive, Box #68 143 Dalhousie StreetDover, Delaware 19904 New Glasgow, NS, Canada Toll-free:1-877-610-3660 Phone: 001-902-695-3660 Fax: 1-877-610-3661 Fax: 001-902-695-3661
TABLE OF CONTENTS Preface .............................................................................................................................................. 3
What is Courseware? ................................................................................................................................ 3
How Do I Customize My Course? .............................................................................................................. 3
Materials Required ................................................................................................................................... 4
Maximizing Your Training Power .............................................................................................................. 5
Icebreakers ........................................................................................................................................ 6
Icebreaker: Friends Indeed ........................................................................................................................ 7
Training Manual Sample ..................................................................................................................... 8
Sample Module: Campaign Characteristics .............................................................................................. 9
Instructor Guide Sample ................................................................................................................... 17
Sample Module: Campaign Characteristics ............................................................................................ 18
Activities ......................................................................................................................................... 28
Quick Reference Sheets .................................................................................................................... 31
Certificate of Completion ................................................................................................................. 33
PowerPoint Sample .......................................................................................................................... 35
Full Course Table of Contents ........................................................................................................... 40
Preface
What is Courseware? Welcome to Corporate Training Materials, a completely new training experience!
Our courseware packages offer you top-quality training materials that are customizable, user-friendly, educational, and fun. We provide your materials, materials for the student, PowerPoint slides, and a take-home reference sheet for the student. You simply need to prepare and train!
Best of all, our courseware packages are created in Microsoft Office and can be opened using any version of Word and PowerPoint. (Most other word processing and presentation programs support these formats, too.) This means that you can customize the content, add your logo, change the color scheme, and easily print and e-mail training materials.
How Do I Customize My Course? Customizing your course is easy. To edit text, just click and type as you would with any document. This is particularly convenient if you want to add customized statistics for your region, special examples for your participants’ industry, or additional information. You can, of course, also use all of your word processor’s other features, including text formatting and editing tools (such as cutting and pasting).
To remove modules, simply select the text and press Delete on your keyboard. Then, navigate to the Table of Contents, right-click, and click Update Field. You may see a dialog box; if so, click “Update entire table” and press OK.
(You will also want to perform this step if you add modules or move them around.)
If you want to change the way text looks, you can format any piece of text any way you want. However, to make it easy, we have used styles so that you can update all the text at once.
If you are using Word 97 to 2003, start by clicking the Format menu followed by Styles and Formatting. In Word 2007 and 2010 under the Home tab, right-click on your chosen style and click Modify. That will then produce the Modify Style options window where you can set your preferred style options.
For example, if we wanted to change our Heading 1 style, used for Module Titles, this is what we would do:
Now, we can change our formatting and it will apply to all the headings in the document.
For more information on making Word work for you, please refer to Word 2007 or 2010 Essentials by Corporate Training Materials.
Materials Required All of our courses use flip chart paper and markers extensively. (If you prefer, you can use a whiteboard or chalkboard instead.)
We recommend that each participant have a copy of the Training Manual, and that you review each module before training to ensure you have any special materials required. Worksheets and handouts are included within a separate activities folder and can be reproduced and used where indicated. If you would like to save paper, these worksheets are easily transferrable to a flip chart paper format, instead of having individual worksheets.
We recommend these additional materials for all workshops:
• Laptop with projector, for PowerPoint slides
• Quick Reference Sheets for students to take home
• Timer or watch (separate from your laptop)
• Masking tape
• Blank paper
Maximizing Your Training Power We have just one more thing for you before you get started. Our company is built for trainers, by trainers, so we thought we would share some of our tips with you, to help you create an engaging, unforgettable experience for your participants.
• Make it customized. By tailoring each course to your participants, you will find that your results will increase a thousand-fold.
o Use examples, case studies, and stories that are relevant to the group.
o Identify whether your participants are strangers or whether they work together. Tailor your approach appropriately.
o Different people learn in different ways, so use different types of activities to balance it all out. (For example, some people learn by reading, while others learn by talking about it, while still others need a hands-on approach. For more information, we suggest Experiential Learning by David Kolb.)
• Make it fun and interactive. Most people do not enjoy sitting and listening to someone else talk for hours at a time. Make use of the tips in this book and your own experience to keep your participants engaged. Mix up the activities to include individual work, small group work, large group discussions, and mini-lectures.
• Make it relevant. Participants are much more receptive to learning if they understand why they are learning it and how they can apply it in their daily lives. Most importantly, they want to know how it will benefit them and make their lives easier. Take every opportunity to tie what you are teaching back to real life.
• Keep an open mind. Many trainers find that they learn something each time they teach a workshop. If you go into a training session with that attitude, you will find that there can be an amazing two-way flow of information between the trainer and trainees. Enjoy it, learn from it, and make the most of it in your workshops.
And now, time for the training!
Icebreakers
Each course is provided with a wide range of interactive Icebreakers. The trainer can utilize an Icebreaker to help facilitate the beginning of the course, as it helps “break the ice” with the participants. If the participants are new to each other, an icebreaker is a great way to introduce everyone to each other. If the participants all know each other it can still help loosen up the room and begin the training session on positive note. Below you will see one of the icebreakers that can be utilized from the Icebreakers folder.
Icebreaker: Friends Indeed
Purpose
Have the participants moving around and help to make introductions to each other.
Materials Required
• Name card for each person • Markers
Preparation
Have participants fill out their name card. Then, ask participants to stand in a circle, shoulder to shoulder. They should place their name card at their feet. Then they can take a step back. You as the facilitator should take the place in the center of the circle.
Activity
Explain that there is one less place than people in the group, as you are in the middle and will be participating. You will call out a statement that applies to you, and anyone to whom that statement applies must find another place in the circle.
Examples:
• Friends who have cats at home • Friends who are wearing blue • Friends who don’t like ice cream
The odd person out must stand in the center and make a statement.
The rules:
• You cannot move immediately to your left or right, or back to your place. • Let’s be adults: no kicking, punching, body-checking, etc.
Play a few rounds until everyone has had a chance to move around.
Training Manual Sample
On the following pages is a sample module from our Training Manual. Each of our courses contains twelve modules with three to five lessons per module. It is in the same format and contains the same material as the Instructor Guide, which is then shown after the Training Manual sample, but does not contain the Lesson Plans box which assists the trainer during facilitation.
The Training Manual can be easily updated, edited, or customized to add your business name and company logo or that of your clients. It provides each participant with a copy of the material where they can follow along with the instructor.
Sample Module: Campaign Characteristics An internet marketing campaign is essential to the success of your business. A campaign requires more than a few banner ads placed in social media. It has to be carefully planned and executed. There are no excuses for a poorly planned and executed campaign. There are certain characteristics that all effective internet marketing campaigns have in common. Pay attention to these characteristics, and you will improve the success of your campaign.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Peter F. Drucker
Tailored for Your Audience
Campaigns need to be tailored specifically to the interests and needs of your target audience. To do this correctly, you need to consider the results of your market research. What is the average age of your customer? Are your customers local? What do they value?
Once you have established your target audience, use the information to tailor every aspect of your campaign, including the platform, content, and style. For example, you might want to use a witty message and interesting font for an email to a creative audience. If you have more than one target market, it is worth your time to create a campaign for the different audiences. For example, try sending a message focused on savings to frugal shoppers and one focused on green initiatives to customers who have environmental interests.
Use Powerful Words
Everyone knows that word choice can make or break a marketing campaign. Using the right words will increase the chances of your campaigns success. According to a study at Yale, there are 10 power words that will engage customers and influence them to make purchases.
Power Words:
• You: The pronoun engages people at a personal level.
• Love: This creates an emotional connection.
• New: People are always in search of something new.
• Safety: This is most effective for health products and automobiles.
• Save: Everyone enjoys saving money.
• Results: Proven results provide a reason for a purchase.
• Health: An advertisement for health gives credence to specific products.
• Guarantee: The promise creates a feeling of trust.
• Discover: Offers customers a chance to try something new.
• Proven: A proven product feels safe and reliable.
The 4 W’s of a Campaign
Before you launch an internet marketing campaign, it is important that you answer some basic questions called the 4 W’s. The W’s stand for who, what, where, and when. The answer to these questions will help you create an effective campaign.
• Who – Describe who you are marketing to with your campaign. This is your target audience, and you must tailor the campaign to the needs of the audience.
• What – Explain your product or service? This is your company’s brand.
• Where – Decide the type of media you are going to use. This is based on your customers. Do some research to determine which media has brought the most customers?
• When – Discover when customers are more likely to purchase. Research the past month of analytics to determine when customers are more likely to buy and time your ads accordingly.
Monitor and Tweak
An effective internet marketing campaign requires careful monitoring to determine how effective it is. Adjustments or tweaks should be made based on the information you gather. There are different tools that allow you to track the response to your campaign, and they will depend on the platforms that you use. It is important to monitor sales, traffic, engagement, inbound links, and ROI. If these metrics are low, you should consider tweaking the campaign based on the
information. If traffic is low, consider tweaking SEO and adding more inbound links. You should also examine your content. Make small changes at a time based on the information you have on hand. If you find that tweaking your campaign does not improve results, you should revisit the 4 W's to make sure that you understand your customer. If you do not understand your customer, you will market to the wrong target audience.
Case Study
Evelyn created a market strategy for her shoe company based on her personal interests. The font and tone of the messages were playful, and the campaign hinted at extravagance because she viewed shoes as a fashion accessory. The campaign did little to improve her sales and was a poor ROI.
Finally she did some market research and discovered that her customers were mainly students and young mothers who valued her low price point and variety of styles. Her next campaign concentrated on the excellent value of the product and was worth the ROI. Sales increased by 12%.
Sample Module: Review Questions
1. For whom do you tailor a campaign?
a) Each customer b) Target audience c) Age groups d) No one
2. When tailoring a campaign what information do you use?
a) Sales b) Competition c) Market research d) Lead management
3. How many power words are there?
a) 6 b) 8 c) 10 d) 12
4. Which word creates a feeling of trust?
a) Guarantee b) Love c) Save d) Discover
5. What is not one of the 4 W’s?
a) Who b) When c) What d) Why
6. What answers the question of who?
a) Target audience b) Repeat customer c) Leads d) Employees
7. What should you tweak if traffic is low?
a) ROI b) SEO c) Message d) Sales
8. Tweaking a campaign is unsuccessful. What should you do?
a) End campaign b) Give it more time c) Revisit 4 W’s d) It can upset your current employees
9. What was the tone of Evelyn’s original campaign?
a) Frugal b) Playful c) Serious d) Elegant
10. How much did sales increase at the end?
a) They did not b) 5% c) 8% d) 12%
Instructor Guide Sample
On the following pages is a sample module from our Instructor Guide. It provides the instructor with a copy of the material and a Lesson Plans box. Each Instructor Guide and Training Manual mirrors each other in terms of the content. They differ in that the Instructor Guide is customized towards the trainer, and Training Manual is customized for the participant.
The key benefit for the trainer is the Lesson Plan box. It provides a standardized set of tools to assist the instructor train that particular lesson. The Lesson Plan box gives an estimated time to complete the lesson, any materials that are needed for the lesson, recommended activities, and additional points to assist in delivering the lessons such as Stories to Share and Delivery Tips.
Sample Module: Campaign Characteristics An internet marketing campaign is essential to the success of your business. A campaign requires more than a few banner ads placed in social media. It has to be carefully planned and executed. There are no excuses for a poorly planned and executed campaign. There are certain characteristics that all effective internet marketing campaigns have in common. Pay attention to these characteristics, and you will improve the success of your campaign.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Peter F. Drucker
Tailored for Your Audience
Campaigns need to be tailored specifically to the interests and needs of your target audience. To do this correctly, you need to consider the results of your market research. What is the average age of your customer? Are your customers local? What do they value?
Once you have established your target audience, use the information to tailor every aspect of your campaign, including the platform, content, and style. For example, you might want to use a witty message and interesting font for an email to a creative audience. If you have more than one target market, it is worth your time to create a campaign for the different audiences. For example, try sending a message focused on savings to frugal shoppers and one focused on green initiatives to customers who have environmental interests.
Estimated Time 15 minutes
Topic Objective Link the needs of your target audience to your campaign.
Topic Summary Tailored for Your Market
Explore ways to tailor your campaign to your target audience.
Materials Required 21-Tailor
Planning Checklist None
Recommended Activity Complete the worksheet individually. Share your answers with the rest of the class.
Stories to Share Share any personal relevant stories.
Delivery Tips Encourage everyone to participate.
Review Questions What do you do if you have more than one target audience?
Use Powerful Words
Everyone knows that word choice can make or break a marketing campaign. Using the right words will increase the chances of your campaigns success. According to a study at Yale, there are 10 power words that will engage customers and influence them to make purchases.
Power Words:
• You: The pronoun engages people at a personal level.
• Love: This creates an emotional connection.
• New: People are always in search of something new.
• Safety: This is most effective for health products and automobiles.
• Save: Everyone enjoys saving money.
• Results: Proven results provide a reason for a purchase.
• Health: An advertisement for health gives credence to specific products.
• Guarantee: The promise creates a feeling of trust.
• Discover: Offers customers a chance to try something new.
• Proven: A proven product feels safe and reliable.
Estimated Time 15 minutes
Topic Objective Know the purpose and meanings of power words.
Topic Summary Power Words
Discuss power words and how to use them.
Materials Required Flipchart/Dry erase board, marker
Planning Checklist None.
Recommended Activity As a group, practice making ads and slogans using the power words. Write them on the flipchart/board.
Stories to Share Share any relevant personal experiences.
Delivery Tips Encourage everyone to participate.
Review Questions Which power word engages people on a personal level?
The 4 W’s of a Campaign
Before you launch an internet marketing campaign, it is important that you answer some basic questions called the 4 W’s. The W’s stand for who, what, where, and when. The answer to these questions will help you create an effective campaign.
• Who – Describe who you are marketing to with your campaign. This is your target audience, and you must tailor the campaign to the needs of the audience.
• What – Explain your product or service? This is your company’s brand.
• Where – Decide the type of media you are going to use. This is based on your customers. Do some research to determine which media has brought the most customers?
• When – Discover when customers are more likely to purchase. Research the past month of analytics to determine when customers are more likely to buy and time your ads accordingly.
Estimated Time 10 minutes
Topic Objective Recognize the 4 W’s.
Topic Summary The 4 W’s
Discuss the 4 W’s and how they influence your ad campaign.
Materials Required 22-4 W’s
Planning Checklist None.
Recommended Activity Complete the worksheet individually. Share your answers with the rest of the class.
Stories to Share Share any relevant personal experiences.
Delivery Tips Encourage everyone to participate.
Review Questions What are the 4 W’s?
Monitor and Tweak
An effective internet marketing campaign requires careful monitoring to determine how effective it is. Adjustments or tweaks should be made based on the information you gather. There are different tools that allow you to track the response to your campaign, and they will depend on the platforms that you use. It is important to monitor sales, traffic, engagement, inbound links, and ROI. If these metrics are low, you should consider tweaking the campaign based on the
information. If traffic is low, consider tweaking SEO and adding more inbound links. You should also examine your content. Make small changes at a time based on the information you have on hand. If you find that tweaking your campaign does not improve results, you should revisit the 4 W's to make sure that you understand your customer. If you do not understand your customer, you will market to the wrong target audience.
Estimated Time 10 minutes
Topic Objective Understand what to monitor and improve.
Topic Summary Monitor and Tweak
Review what you should monitor and how to tweak the campaign.
Materials Required Flipchart/Dry erase board, marker
Planning Checklist None.
Recommended Activity Ask the class to review past modules, especially module 9. What could be causing poor traffic, poor sales, and poor engagement? List possible causes on the board/flipchart along with possible tweaks.
Stories to Share Share any personal relevant stories.
Delivery Tips Encourage everyone to participate.
Review Questions Monitoring tools depend on what?
Case Study
Evelyn created a market strategy for her shoe company based on her personal interests. The font and tone of the messages were playful, and the campaign hinted at extravagance because she viewed shoes as a fashion accessory. The campaign did little to improve her sales and was a poor ROI.
Finally she did some market research and discovered that her customers were mainly students and young mothers who valued her low price point and variety of styles. Her next campaign concentrated on the excellent value of the product and was worth the ROI. Sales increased by 12%.
Estimated Time 15 minutes
Topic Objective Outline the Campaign Characteristics case study.
Topic Summary
Case Study
Discuss the importance of understanding the audience in creating an internet marketing campaign.
Materials Required None.
Planning Checklist None.
Recommended Activity Discuss the results of the case study. What was her mistake at the beginning?
Stories to Share Share any relevant personal/professional story.
Delivery Tips Encourage everyone to participate.
Review Questions Who is her target audience?
Sample Module: Review Questions
1. For whom do you tailor a campaign?
a) Each customer b) Target audience c) Age groups d) No one
An effective campaign must be tailored for the customers. This requires an understanding of the target audience.
2. When tailoring a campaign what information do you use?
a) Sales b) Competition c) Market research d) Lead management
Market research is used to understand the target audience. It is necessary to tailor a campaign.
3. How many power words are there?
a) 6 b) 8 c) 10 d) 12
A study by Yale identified 10 words that are most likely to influence customers. These are power words.
4. Which word creates a feeling of trust?
a) Guarantee b) Love c) Save d) Discover
All of the answers are power words. Guarantee is a promise that creates feelings of trust.
5. What is not one of the 4 W’s?
a) Who b) When c) What d) Why
The 4 W’s are who, what, where, and when. Why is not one of the 4 W’s?
6. What answers the question of who?
a) Target audience b) Repeat customer c) Leads d) Employees
The question “who” asks who the marketing campaign is meant to reach. Who is the target audience.
7. What should you tweak if traffic is low?
a) ROI b) SEO c) Message d) Sales
It is important to monitor and tweak a marketing campaign as needed. Low traffic indicates a need to adjust SEO.
8. Tweaking a campaign is unsuccessful. What should you do?
a) End campaign b) Give it more time c) Revisit 4 W’s d) It can upset your current employees
Small tweaks should be made to the marketing campaign. If the tweaks prove ineffective, it is necessary to review the 4Ws again.
9. What was the tone of Evelyn’s original campaign?
a) Frugal b) Playful c) Serious d) Elegant
Evelyn chose the campaign based solely on her personal preferences. She used a playful tone in her campaign.
10. How much did sales increase at the end?
a) They did not b) 5% c) 8% d) 12%
The reworked campaign saw an increase in sales. It was a 12% increase.
Activities
During the facilitation of a lesson Worksheet or Handout may be utilized to help present the material. If a lesson calls for a Worksheet or Handout it will be listed in the Lesson Plan box under Materials Required. The trainer can then utilize the Activities folder for the corresponding material and then provide it to the participants. They are all on separate Word documents, and are easily edited and customized.
Below you will see the Worksheets or Handouts that are utilized during the training of the above lesson. They are located in the Activities folder and can be easily printed and edited for the participants.
Tailor
Use the handout on target marketing to complete the exercise. Tailor your campaign strategy below based on your target market.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
4 W’s
Answer the 4 W’s based on what you know at this point. Remember you may need to do further research for information that is more accurate.
Who:
_____________________________________________________________________________________
_____________________________________________________________________________________
What:
_____________________________________________________________________________________
_____________________________________________________________________________________
Where:
_____________________________________________________________________________________
_____________________________________________________________________________________
When:
_____________________________________________________________________________________
_____________________________________________________________________________________
Quick Reference Sheets
Below is an example of our Quick reference Sheets. They are used to provide the participants with a quick way to reference the material after the course has been completed. They can be customized by the trainer to provide the material deemed the most important. They are a way the participants can look back and reference the material at a later date.
They are also very useful as a take-away from the workshop when branded. When a participant leaves with a Quick Reference Sheet it provides a great way to promote future business.
Find the Right Price
• Quantity: When you maximize sales, it is possible to have a lower price point on each item.
• ROI: Prices may be set for a specific return on investment. The price may be higher and requires a loyal customer base.
• Value to customers: When a product is of value to consumers, they are willing to pay more for it.
• Popular prices: People are willing to pay familiar price points such as $19.99. People are often unwilling to go above these price points.
Dynamic Content
Types of Dynamic Content:
• Personalized Ads: Ads can be personalized based on interest established by information about habits, location, and history. For example, it is possible to advertise a sale on cosmetics to individuals who are known to be interested in specific cosmetic products.
• Emails: When customers sign up to receive emails, you can take the opportunity to provide them with information about promotions and new products.
• Personalized Content: Use gathered information to personalize the landing page and provide links that will interest the customer based on location, behavior, and keywords.
• Product Suggestion: When a customer’s shops online, provide links to merchandise that is similar to the product being researched or added to the shopping cart.
Brand Champions
In the discussion of brand champions, it is important not to overlook your customers. Loyal customers can be your greatest champions in social media. They provide word of mouth advertising that has a unique credibility with the public.
Customers as Champions:
• Draft them: Find satisfied customers who fully understand and appreciate your brand.
• Interact with them: Thank brand champions for their purchases, surveys, comments, etc. and begin building a closer relationship.
• Give them perks: Offer brand champions loyalty rewards and special perks for providing testimonials or sharing your brand with others.
• Listen to them: Champions provide excellent feedback and should be used as beta testers. Take their praise and criticism seriously.
Internet Marketing Fundamentals
www.corporatetrainingmaterials.com © Corporate Training Materials
Certificate of Completion
Every course comes with a Certificate of Completion where the participants can be recognized for completing the course. It provides a record of their attendance and to be recognized for their participation in the workshop.
[Nam
e]
Has m
astered the course
Internet Marketing Fundam
entals
Aw
arded th
is __
__
__
_ d
ay of __
__
__
__
__
, 20_
__
CER
TIFICATE
OF CO
MPLE
TION
Presen
ter Nam
e and
Title
PowerPoint Sample
Below you will find the PowerPoint sample. The slides are based on and created from the Training Manual. PowerPoint slides are a great tool to use during the facilitation of the material; they help to focus on the important points of information presented during the training.
Full Course Table of Contents
Preface ..............................................................................................................................................6
What is Courseware? ................................................................................................................................ 6
How Do I Customize My Course? .............................................................................................................. 6
Materials Required ................................................................................................................................... 8
Maximizing Your Training Power .............................................................................................................. 8
Module One: Getting Started ........................................................................................................... 10
Housekeeping Items................................................................................................................................ 10
The Parking Lot ....................................................................................................................................... 11
Workshop Objectives .............................................................................................................................. 11
Pre-Assignment ....................................................................................................................................... 12
Module Two: SWOT Analysis in Marketing ....................................................................................... 13
Strength .................................................................................................................................................. 13
Weaknesses ............................................................................................................................................ 14
Opportunities .......................................................................................................................................... 15
Threats .................................................................................................................................................... 16
Case Study ............................................................................................................................................... 17
Module Two: Review Questions .............................................................................................................. 18
Module Three: Marketing Research .................................................................................................. 21
Consume All Media ................................................................................................................................. 21
Find the Right Price ................................................................................................................................. 23
Product Development and Improvement ............................................................................................... 24
Identify Your Target Audience ................................................................................................................ 25
Case Study ............................................................................................................................................... 26
Module Three: Review Questions ........................................................................................................... 27
Module Four: Real Time Marketing .................................................................................................. 30
Dynamic Content .................................................................................................................................... 30
Engagement Builds Followers ................................................................................................................. 31
Constant Readiness ................................................................................................................................. 32
The Time the Place and the Media ......................................................................................................... 33
Case Study ............................................................................................................................................... 34
Module Four: Review Questions ............................................................................................................. 36
Module Five: Brand Management .................................................................................................... 39
Every Interaction Counts ......................................................................................................................... 39
Consistent Through all Media ................................................................................................................. 40
Unique Qualities ..................................................................................................................................... 41
Needs to be Actively Managed ............................................................................................................... 42
Case Study ............................................................................................................................................... 43
Module Five: Review Questions .............................................................................................................. 45
Module Six: Social Media (I) ............................................................................................................. 48
You Are Building a Community ............................................................................................................... 48
A Personal Touch .................................................................................................................................... 49
Brand Champions .................................................................................................................................... 50
Make it Easy to Share ............................................................................................................................. 51
Case Study ............................................................................................................................................... 52
Module Six: Review Questions ................................................................................................................ 53
Module Seven: Social Media (II) ....................................................................................................... 56
Content is King ........................................................................................................................................ 56
Blog and Interact .................................................................................................................................... 57
Webinars ................................................................................................................................................. 58
Constant Monitoring............................................................................................................................... 59
Case Study ............................................................................................................................................... 60
Module Seven: Review Questions ........................................................................................................... 62
Module Eight: SEO Basics ................................................................................................................. 65
Relevant and Original Content ............................................................................................................... 65
Keywords ................................................................................................................................................ 66
Value Proposition .................................................................................................................................... 67
Linking ..................................................................................................................................................... 68
Case Study ............................................................................................................................................... 69
Module Eight: Review Questions ............................................................................................................ 70
Module Nine: Website Characteristics .............................................................................................. 73
SEO Optimization .................................................................................................................................... 73
Landing Page .......................................................................................................................................... 74
Analytics.................................................................................................................................................. 75
Mobile and Tablet Friendly ..................................................................................................................... 76
Case Study ............................................................................................................................................... 77
Module Nine: Review Questions ............................................................................................................. 78
Module Ten: Capturing Leads ........................................................................................................... 81
Lead Management and Generation ....................................................................................................... 81
Give Something Away ............................................................................................................................. 82
Quality vs. Quantity ................................................................................................................................ 83
Capture Repeat Customers ..................................................................................................................... 84
Case Study ............................................................................................................................................... 85
Module Ten: Review Questions .............................................................................................................. 86
Module Eleven: Campaign Characteristics ......................................................................................... 89
Tailored for Your Audience ..................................................................................................................... 89
Use Powerful Words ............................................................................................................................... 90
The 4 W’s of a Campaign ........................................................................................................................ 91
Monitor and Tweak ................................................................................................................................ 92
Case Study ............................................................................................................................................... 93
Module Eleven: Review Questions .......................................................................................................... 94
Module Twelve: Wrapping Up .......................................................................................................... 97
Words from the Wise .............................................................................................................................. 97
Review of Parking Lot ............................................................................................................................. 97
Lessons Learned ...................................................................................................................................... 98
Completion of Action Plans and Evaluations .......................................................................................... 98