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Internet Marketing Fundamentals Atlantic Speakers Bureau and Human Skills Development 980 Route 730, Scotch Ridge NB Canada E3L 5L2 Or P.O

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Internet Marketing Fundamentals Atlantic Speakers Bureau and Human Skills Development 980 Route 730, Scotch Ridge NB Canada E3L 5L2 Or P.O Internet Marketing Fundamentals Atlantic Speakers Bureau and Human Skills Development 980 Route 730, Scotch Ridge NB Canada E3L 5L2 or P.O. Box 55 Calais, ME USA 04619 1-506-465-0990 FAX: 1-506-465-0813 [email protected] [email protected] Atlantic Speakers Bureau and Human Skills Development Studemt Training Manual Training Materials Atlantic Speakers Bureau and Human Skills Development 1 TABLE OF CONTENTS Module One: Getting Started .............................................................................................................6 Workshop Objectives ................................................................................................................................ 6 Pre-Assignment ......................................................................................................................................... 7 Module Two: SWOT Analysis in Marketing .........................................................................................8 Strength .................................................................................................................................................... 8 Weaknesses .............................................................................................................................................. 9 Opportunities ............................................................................................................................................ 9 Threats ...................................................................................................................................................... 9 Case Study ............................................................................................................................................... 10 Module Two: Review Questions .............................................................................................................. 11 Module Three: Marketing Research .................................................................................................. 13 Consume All Media ................................................................................................................................. 13 Find the Right Price ................................................................................................................................. 14 Product Development and Improvement ............................................................................................... 15 Identify Your Target Audience ................................................................................................................ 15 Case Study ............................................................................................................................................... 16 Module Three: Review Questions ........................................................................................................... 17 Module Four: Real Time Marketing .................................................................................................. 19 Dynamic Content .................................................................................................................................... 19 Engagement Builds Followers ................................................................................................................. 20 Constant Readiness ................................................................................................................................. 21 The Time, the Place, the Media .............................................................................................................. 21 Case Study ............................................................................................................................................... 22 Atlantic Speakers Bureau and Human Skills Development 1 Module Four: Review Questions ............................................................................................................. 23 Module Five: Brand Management .................................................................................................... 25 Every Interaction Counts ......................................................................................................................... 25 Consistent Through all Media ................................................................................................................. 26 Unique Qualities ..................................................................................................................................... 26 Needs to be Actively Managed ............................................................................................................... 27 Case Study ............................................................................................................................................... 27 Module Five: Review Questions .............................................................................................................. 28 Module Six: Social Media (I) ............................................................................................................. 30 You Are Building a Community ............................................................................................................... 30 A Personal Touch .................................................................................................................................... 31 Brand Champions .................................................................................................................................... 31 Make it Easy to Share ............................................................................................................................. 32 Case Study ............................................................................................................................................... 32 Module Six: Review Questions ................................................................................................................ 33 Module Seven: Social Media (II) ....................................................................................................... 35 Content is King ........................................................................................................................................ 35 Blog and Interact .................................................................................................................................... 36 Webinars ................................................................................................................................................. 36 Constant Monitoring............................................................................................................................... 37 Case Study ............................................................................................................................................... 37 Module Seven: Review Questions ........................................................................................................... 38 Module Eight: SEO Basics ................................................................................................................. 40 Relevant and Original Content ............................................................................................................... 40 Keywords ................................................................................................................................................ 41 Value Proposition .................................................................................................................................... 41 Atlantic Speakers Bureau and Human Skills Development 2 Linking ..................................................................................................................................................... 41 Case Study ............................................................................................................................................... 42 Module Eight: Review Questions ............................................................................................................ 43 Module Nine: Website Characteristics .............................................................................................. 45 SEO Optimization .................................................................................................................................... 45 Landing Page .......................................................................................................................................... 46 Analytics.................................................................................................................................................. 46 Mobile and Tablet Friendly ..................................................................................................................... 47 Case Study ............................................................................................................................................... 47 Module Nine: Review Questions ............................................................................................................. 48 Module Ten: Capturing Leads ........................................................................................................... 50 Lead Management and Generation ......................................................................................................
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