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Online and Social Media Marketing Certificate Program

Syllabus

Instructor: Karen Porter

The Online Marketing and Social Media Certificate program is designed to give its students a practical education in the rapidly progressing world of integrated marketing. The 20-week program is delivered in five four-week segments, each of which can be taken as a stand-alone course.

1: DIGITAL MARKETING FOUNDATION 2: ONLINE MARKETING & PR 3: SOCIAL MEDIA MARKETING 4: ONLINE MONETIZATION & CONVERSION 5: ONLINE MARKETING MEASUREMENT & MASTERY

The program begins January 7, 2014 with marketing fundamentals and the concepts of online vs. offline marketing. This foundation leads to learning principles of website design and usability, search engine optimization, marketing through paid advertising online, and the basic of using popular social media to develop relationships and grow business. Students then learn about ways to monetize website to increase revenue, and how to convert their visitors, followers, fans and online connections into qualified leads and paying customers. The course wraps with evaluation and measurement techniques to manage online marketing effectiveness. Those successfully completing the 20 week series will be awarded a certificate showing they’ve earned 6 CEUs. Students will also be prepared for and given the opportunity to sit for the Hubspot Academy test.

By the end of program, students will have learned the vital elements of online and social media marketing and be proficient managing online marketing efforts for a business or organization. Students will also learn how to stay abreast of changes in this fast-evolving field so that their knowledge does not become outdated.

Course materials and readings: All required materials will be provided in class or via online access. The instructor will also recommend other resources that students may choose to purchase or use upon their discretion. Course Prerequisites: None. It would be ideal, however, for students to have a business or organization that they could use as a “case study” and potentially assist by using new knowledge as they work through this course.

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Learning Objectives

1. Learn differences between inbound (online) and outbound (traditional) marketing

2. Learn best practices for developing a website that meets business goals and is optimized to rank in search engines

3. Learn current trends and popular platforms used in online and social media marketing

4. Learn best current practices for using various social media for business purposes

5. Learn how and where to remain abreast of changes in online media, SEO, and online marketing techniques

6. Learn to conduct keyword research to identify the best terms to optimize on websites, blogs, social media platforms, and other online environments

7. Learn ways to monetize websites and blogs and how to determine whether particular topics are likely to benefit from optimization techniques

8. Learn various conversion techniques to increase business leads and revenue

9. Learn how to measure website and social media performance

10. Learn all aspects of online and social media marketing to pass certification exam

Assessment

• Student must attend a minimum of 17 of the 20 class sessions • Student must actively participate in class discussions and complete class assignments • Students must pass certification exam at end of course

Weekly Course Descriptions

Week 1: A Look at Inbound (Online) vs. Outbound (Traditional) Marketing Shoppers have changed their shopping habits, yet most businesses have not changed their marketing. The result? Fewer sales due to a “disconnect” between what shoppers are looking for and what businesses are delivering. This class teaches how to close the gap and reconnect – online.

Students will learn: * How marketing has changed over the past 20 years * Pros and cons of traditional marketing vehicles * What inbound marketing is and how it can affect business growth * How to create an inbound marketing “hub” online and develop a strong online presence

Week 2: Getting a Website Built? Hiring or Working with a Developer - What You Must Know! Getting a new website built can be stressful and time consuming. If you’re hiring it out, it can be costly, too. And after it’s done, it’s not unusual that the site is nowhere to be found online. Students will learn an effective and efficient web development process that keeps everyone sane and the budget in check.

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Students will learn: * The 12 sequential steps needed to build a website that achieves business goals and gets found online * Three vital parts to web development – and why only two are usually included (hint: this is a problem!) * How to select a web developer that will deliver a website that is not only pretty, but gets found online * Why marketing MUST be incorporated into website development – and why it is seldom done Week 3: Keyword Research & SEO - The Key to Everything Online Every day millions of searches occur online. The strings of words people use to search are called “keywords.” The key to getting your business, products or services found online is to know which keywords people are using to search and then incorporate those keywords into to your online efforts. Students will learn: * How search engines work and how rankings are determined * How to use a free tool to quickly identify which keywords people are using to search online * How to identify which keywords are likely going to be easiest to rank for in Google * The most important SEO techniques to use on each page of your website * How the right keywords can help you leverage exposure in YouTube, Facebook, and more * How to know which keywords your competitors are optimizing on their sites

Week 4: Content – The Foundation of Online Marketing Content is what drives the online world. People go online to find information – for fun, for education, to help them make a purchase, and more. Ultimately, if you want to grow your business or make money online, people need to know, like, and trust you first. Quality content can make that happen. When you offer top notch content, you’ll meet the needs of your visitors . . . and search engines will love you, too! Students will learn: * Why written content is still vital, even in the audio/video age * Where to find quality content for your site – you don’t have to write it all yourself * Why you want to add photos, video, and audio to your content strategy * How and where to find good content for social media posts

Week 5: Grow Your Business Using Facebook Ads & the Power Editor Everyone is aware that Facebook is the largest and most used social network online. If you need exposure for your business and want to reach only targeted prospects, you need to consider Facebook ads! In this class you’ll learn about the ad types that Facebook offers and how to use the Facebook Advertising interface to precisely target the individuals most likely to be interested in your business. Students will learn: * The most popular types of Facebook ads you can use to promote your business * How to use the Facebook advertising interface to identify market size and interest * How to precisely target your ideal customer using location, demographics, interests, and more * How to write and deliver compelling ads that “get the click” * How to test your advertising and measure results Week 6: Marketing on Google: Using Adwords and Google+ Local It can be tough to rank high on Google’s first page, and it can take time. But that doesn’t mean you’re out of luck. Google+ Local (formerly called Google Maps and Google Places) gives local businesses

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another way to rank high on Google. And Google Adwords is a pay-per-click option for achieving first page exposure on Google. Learn about both in this class. Students will learn: * What Google+ Local is and how it differs from Google Places or Google Maps * How to claim your Google+ Local page on Google and effectively optimize it for increased exposure * How Google Adwords works and how you can pay to get first page Google exposure * How to write great Google Adwords ads and split test them for effectiveness * How to measure results, tweak to improve your campaign, and achieve cost-effective results Week 7: Banner Ads, Mobile Marketing, Publicity and PR Publicity and PR can be highly effective in promoting your business. Yet these are lesser used online marketing techniques, meaning that the average business is probably leaving money on the table. This class teaches the basics of online publicity with a focus on press release promotional techniques. We also cover the topic of banner ads and mobile marketing as promotional tactics. Students will learn: * How to write an effective online press release * Where to outsource press release writing if it’s something you don’t have the time or interest to do * Where to get ideas for writing press releases * What you need to know about using banner ads to promote your business * What are the most popular types of mobile marketing and which types may be best for your business Week 8: Reputation Management - How to Manage Your Online Reputation It has long been known that word-of-mouth can be the best marketing there is. In the online age, word-of-mouth is now on steroids! But what happens if negative reviews about your business are posted online? In this class you’ll learn how to monitor and manage your online reputation so that you’re putting your best foot forward. Students will learn: * The truth about positive and negative word-of-mouth * How to monitor what is being said about their business or products online * How to effectively deal with negative comments and reviews online * Which review and websites are the most important to engage with * What to do to encourage more positive reviews Week 9: Social Media - Making the Most of Facebook & Twitter A majority of people have a personal Facebook profile. But using Facebook for business is different. Twitter for business is different, too. Both can bring big benefits to your business – IF you know how to use them well for business. That’s what this class covers. Students will learn: * Best practices for using Facebook and Twitter to promote a business * How to develop Facebook posts that get good exposure and stimulate interaction * How to write fun, compelling Twitter posts that get found, read, and re-tweeted * How to use Facebook insights to measure Facebook success * When and why to use Facebook promoted posts for greater exposure * Techniques to grow Facebook fans and Twitter followers Week 10: Social Media - The Power of LinkedIn & Pinterest

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LinkedIn is the “sleeper” social media platform that few people know how to use to grow business as well as they could. Pinterest also offers promotional opportunities. Truth be known, there are a number of little known opportunities within both of these social networks LinkedIn. This session will help you know whether each is a fit for your business and how to use them to best advantage. Students will learn: * How to develop a LinkedIn profile that gets views and establishes you as an expert in your field * How to set-up a Company page on LinkedIn * How to utilize Updates, Groups, and other tools within LinkedIn to increase exposure * How Pinterest works, the best types of businesses to use it, and best practices to leverage its power Week 11: Social Media - Audio, Video, and Other Social Tactics Did you know that YouTube is considered to be the second largest search engine? This session covers the power of video – on YouTube and elsewhere – as well as audio podcasting and other powerful social tactics. Learn how to utilize these marketing tactics that can help your business grow. Students will learn: * Why it is smart to add video and audio to your online content * When to use video and audio as promotional techniques * How to effectively use YouTube for business * How to optimize your YouTube channel and video uploads to get found in YouTube search * When and why to use Podcasts and where to upload and share * Which other social tactics you may wish to consider to enhance your online marketing efforts Week 12: Social Media - Developing a Social Media Plan & Measuring Results Many businesses avoid social media because of fear of 1) not knowing how to use it effectively, 2) fear of it becoming overwhelming , or 3) concern that it won’t be worth the time and effort. Avoid no more—this class conquers the above and applies it to a specific business. If possible, students should come to this class with a business they can use to develop a social media plan. (Students without a business to assist will be given a hypothetical business to use for in-class practice.) Students will learn: * When you should consider outsourcing your social media – and who should have manage it * To develop a manageable social media plan that is a fit for a specific business (hands-on practice) * Best practices for using social media in general and incorporate these into the practice plan * Potential tools and resources to help implement the plan based on the practice business’s situation * How to evaluate social media effectiveness and determine when it’s time to revise the plan Week 13: The Many Ways to Make Money with Your Website or Blog It’s great to have a website or blog, but it’s even better to have one that grows business and makes money! Whether it’s a primary, secondary, or ancillary income stream, there are many ways to make money online. It’s just a matter of knowing which are most effective for your particular topic, business type, and more. Students will learn: * Different ways to make money from your website or blog and pros and cons of each * Specific techniques to evaluate the potential for different topics/products to make significant money * How and when to make money passively by adding Google Adsense to your site * How to evaluate monetization potential as the instructor demonstrates an 8-step process live in class

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Week 14: Selling Online – Shopping Carts and Drop-Shipping For those interested in selling online, this class will cover different ways to sell products and services online. Whether the products or services are your own or you plan to make money re-selling or promoting the products of others, we’ll walk through several options and discuss pros and cons of each. Students will learn: * Basics of using shopping carts to sell physical or digital products online * When PayPal can function as a shopping cart and you need nothing more * Do’s and don’ts for selling other people’s products (buying at wholesale and reselling at retail) * Where to find wholesale products to resell on your website * Pros and cons of drop-shopping and why it can be a great way to sell online Week 15: Affiliate Marketing and Google AdSense What the heck is affiliate marketing? It’s when people make a percentage of a sale price of a product or service that another person sells. Basically, it’s a referral fee. Thousands of companies offer affiliate programs – and you could offer one, too. This course covers making money both ways. We will also discuss revenue opportunities by using Google’s AdSense program. Students will learn: * How affiliate programs work and what typical payouts look like * How Amazon’s affiliate program works and how it could become an incremental revenue stream * Where to find affiliate products or services that would be a great fit for your business * When setting up your own affiliate program may make sense and where to find a great provider * When using AdSense makes sense and how to use it to your best advantage Week 16: Converting Visitors to Leads & Leads to Buyers – Sales Funnels, Email Marketing and More Setting up your sales funnel and knowing where email marketing falls into it is important. Of all the online marketing techniques, email marketing makes people more money than any other technique! In this class we’ll cover how to set up sales funnels using landing pages, autoresponders and blast emails to connect with your audience and increase sales. Students will learn: * Why “building a list” is the most important thing you can do for your business and how to do it * How to set up a sales funnel that is appropriate for your type of business * How to create a squeeze page that converts (and learn what a squeeze page is!) * Pros and cons of email marketing and how you can leverage all the advantages * Do’s and don’ts of sending emails so your emails get opened and read * Why you never want to send bulk emails from your business email account * Ways to use autoresponders to grow your business * Which emailing services are best for your email goals and budget Week 17: Google Analytics - How to Improve Your Site with This Free & Fabulous Tool Metrics can guide your online success. Said another way, what you don’t know can hurt you! Google Analytics is not only 100% free, but provides a wealth of information about your website performance. This class will teach you how to use Google Analytics to learn what’s working well on your site and what you need to improve. Students will learn: * How to sign up for a free Google Analytics account * How to read the dashboard for a quick guide to site performance

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* What information you can find within Analytics and where you should focus your attention * How you can use Analytics for comparative purposes (vs. prior month, prior quarter, prior year, etc.) Week 18: Tips & Tools to Manage, Monitor & Measure Online Marketing Beyond Google Analytics, there are many other tools that can help you evaluate your website effectiveness. You’ll learn about various tools, what they do, and how you can use your new knowledge to improve your site. Students will learn: * How heat mapping can identify “hot spots” on your website (and what this means) * About a little known tool that will instantly “score” your site based on multiple criteria * About other tools that can quickly rate your site in relation to others * Competitive sleuthing techniques that can help you know how to improve your own site Week 19: Developing a Cohesive Marketing Strategy In this class, we pull it all together. We’ll cover planning tools to help you map out an overall online marketing strategy – one that supports your offline marketing efforts as well. Students will learn: * Tools and help you measure your business revenue goals and achievements * What goes into a marketing plan and why you should have one * How your online marketing initiatives correlate with your offline marketing efforts * How to allocate funds and human resources to keep your marketing manageable and effective * When and how to measure your overall marketing results to move toward your revenue goals Week 20: Inbound Marketing Certification Preparation As one component of completing this course to obtain certification, students will take and pass the Inbound Marketing Certification exam offered by HubSpot Academy (or an alternative examination). Students taking and actively participating in the full 20 week course should be well prepared to take this exam. This class will focus on review and preparation, with the exam to be taken the following week. Students will learn: * How the Hubspot exam is composed and delivered * Key points to review to obtain a pass rate score of 75 or higher * Tips for studying and preparing to take the exam