Introduction to Inbound Marketing (LERN) - MMRK 9017

Inbound marketing is a process of using your website in a way that it attracts visitors naturally through search engines, the blogosphere, and social media.  The average human today is inundated with more than 2000 outbound marketing interruptions per day - and we're all figuring out how to block them. Caller ID, spam filters, TiVo., and satellite radio are all things we use today so that we can avoid being marketed to.  In this course, you will discover how to attract customers to your site, what kind of content to share with them, how to use landing pages and forms to collect names and email address, and how to implement lead-nurturing campaigns that result in sales.  Your instructor is a director of marketing for an international association and writes and speaks on the topic.

Unit 1 What inbound marketing is and does
  • Inbound versus outbound marketing – a history
  • Why outbound marketing doesn’t work as well as it used to
  • Why inbound marketing works
  • Basic SEO – how our potential customers find you online
Unit 2  Your inbound marketing plan
  • Creating an inbound marketing plan
  • Creating a powerful website – the cornerstone of your inbound marketing effort
  • Creating a blog – why you need one and what it can do for you
  • Creating calls to action and landing pages
Unit 3  Generating Traffic
  • The best ways to help the right people find you
  • Social media – what goals to set and what platforms to focus on
  • How to get people to convert from just being a visitor to your site to becoming a lead
  • Benchmarks and conversion rates
Unit 4  Lead Nurturing
  • Lead Nurturing basics
  • Why you shouldn’t try to close the sale on the first website visit
  • How to write effective drip email campaigns
  • Is there such a thing as too many emails?
  • Email benchmarks – open rates, click through rates, bounce rates
Instructor: LERN
Sep 5-29, 2017
$259 + GST

CRN: Sep 80042




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