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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