Marketing Your Business on the Internet

In this hands-on course, you'll discover proven methods for establishing an Internet presence and building a brand identity. You'll learn to incorporate SEO, advertising, email, social media, and more to develop an effective Internet marketing plan for your business even with little money to spend.
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6 Weeks / 24 Course Hrs
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Course code: mbi

Find out how to market your business on the Internet, even if you have little or no money to spend! In this practical, hands-on course, you'll discover proven methods that will help you establish an Internet presence and build an online brand identity. You'll learn how search engine optimization (SEO) works and how to track your site's performance using web analytics. You will discover how to use online advertising, email marketing, and social media (including blogs) to drive business to your website. Finally, you'll learn how to keep your visitors coming back again and again!

Throughout the course, you'll learn to think strategically about marketing your website, products, and services using Internet technologies. You will also explore how to use an Internet marketing checklist and other tools and materials to develop a sound online business strategy. Before you know it, you'll have the skills and knowledge you need to develop a winning Internet marketing plan for your own business.

What you will learn

  • Learn the important factors to consider when developing a business website
  • Discover how to gain and keep customers through an online presence
  • Examine the factors that build recognition and make a compelling brand identity on the Internet
  • Learn how to build an online store and exponentially improve the profitability of your business

How you will benefit

  • Acquire an online marketing plan for your own business
  • Discover the secrets of Internet search queries to direct online traffic to your website
  • Grow your business through a strong web presence by learning tips and tricks in this course

How the course is taught

  • Instructor-led or self-paced online course
  • 6 Weeks or 3 Months access
  • 24 course hours

With billions of pages already on the web and more posted online every day, getting your website noticed isn't easy. When students ask what they can do to increase traffic to their sites, they're encouraged to learn all they can about Internet marketing. In this lesson, you'll receive a brief introduction to the Internet, learn the difference between e-commerce and e-business, and explore different types of business sites on the web.

The terms "website" and "web presence" can be used interchangeably, but there's a subtle difference. In this lesson, you'll learn how to establish a web presence. In order to do that, you'll need to understand your goals and your customers' needs and interests, accurately identify your target audience, and establish a market position that makes you stand out from the crowd. You'll go over how to do all of that in this lesson.

In this lesson, you'll discover the importance of selecting the right domain name for your site. You'll also find out how search engines work and how to use that knowledge to drive visitors to your website.

High-quality content will keep visitors at your site longer and encourage them to return more often. In this lesson, you'll learn the importance of helpful, informative, educational, entertaining, or useful content. You'll also discover how search engines use the following factors to determine ranking in response to a query—text viewable on the screen, code not viewable on the screen, and external factors.

In this lesson, you'll discover the elements that make up "The Marketing Mix"—the four Ps. You'll learn how the elements of product, price, place, and promotion relate to each other and to your target audience.

In this lesson, you'll learn how to develop a message that will cause the members of your target audience to take the action you want. You'll also become acquainted with online strategies you can use to advertise your website, products, and services.

In this lesson, you'll learn how to develop ads that inspire your target audience to take the action you want. You'll then learn how to advertise your website using search engine (PPC) advertising, banner advertising, and more.

In spite of the growing number of junk mail filling people's inboxes, email is a thriving medium, so it's important to understand how you can use email marketing to keep current customers and acquire new ones. In this lesson, you'll examine ways that you can use email to promote your business.

If you want visitors to spend more than 30 seconds on your website, you'll need to make it interesting, entertaining, and informative. The factor that causes visitors to spend more time at your site is called "stickiness." In this lesson, you'll learn about the advantages of building a sticky site and how to use content to make your website sticky.

In the previous lesson, you learned to build site stickiness through the use of content. In this lesson, you'll learn to build site stickiness through community. You'll also become acquainted with synchronous and asynchronous tools you can use to develop a community experience for your visitors.

The last element you can use to build site stickiness is commerce—in this case, e-commerce. You'll learn how to use commerce to keep visitors at your site longer and return more often. In this lesson, you'll become acquainted with technology you can use to create an online store, including online catalogs, shopping cart software, and online payment systems.

In the final lesson, you'll have the opportunity to pull together all of the information you gathered during this course to complete an Internet marketing plan. To help you do this, you'll be given an Internet marketing plan checklist and samples of the following documents: Internet marketing plan outline, a calendar, and a budget spreadsheet. You'll want to use this opportunity to complete an Internet marketing plan that you can use to promote your business.

Lisa Adams is a web development expert specializing in marketing, user experience, and e-commerce. In addition to building and maintaining hundreds of websites, Lisa has helped a wide variety of clients and students to create their own sites and modify existing ones to make them more attractive and user-friendly.

Requirements:

Hardware Requirements:

  • This course can be taken on either a PC or Mac.

Software Requirements:

  • PC: Windows 8 or later.
  • Mac: macOS 10.6 or later.
  • Browser: The latest version of Google Chrome or Mozilla Firefox are preferred. Microsoft Edge and Safari are also compatible.
  • Adobe Acrobat Reader.
  • Software must be installed and fully operational before the course begins.

Other:

  • Email capabilities and access to a personal email account.

Prerequisites:

Completion of Designing Effective Websites and Creating Web Pages (or equivalent experience) is helpful but not required.

Instructional Material Requirements:

The instructional materials required for this course are included in enrollment and will be available online.

Instructor-Led: A new session of each course begins each month. Please refer to the session start dates for scheduling.
Self-Paced: You can start this course at any time your schedule permits.

Instructor-Led: Once a course session starts, two lessons will be released each week for the 6 week duration of your course. You will have access to all previously released lessons until the course ends.
Self-Paced: You have 3 month access to the course. After enrolling, you can learn and complete the course at your own pace, within the allotted access period.

Instructor-Led: The interactive discussion area for each lesson automatically closes two weeks after each lesson is released, so you're encouraged to complete each lesson within two weeks of its release.
Self-Paced: There is no time limit to complete each lesson, other than completing all lessons within the allotted access period.

Instructor-Led: The final exam will be released on the same day as the last lesson. Once the final exam has been released, you will have two weeks plus 10 days (24 days total) to complete the final and finish any remaining lessons in your course. No further extensions can be provided beyond these 10 days.
Self-Paced: Because this course is self-paced, no extensions will be granted after the start of your enrollment.