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Course Description

Marketers use inbound marketing to attract visitors to their website pages through search engines, the blogosphere, and social media. The average person 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, streaming video, and satellite radio are all things we use today so that we can avoid being exposed to ads. In this course, you will discover how to attract customers to your site, the types 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.

Login information will be sent to your email address three days prior to the start of class.

Your instructor is a director of marketing for an international association and writes and speaks on the topic.

Course Outline

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

Learner Outcomes

At the end of this you will:
  • Know how to utilize Inbound marketing as a tool to attract leads.
  • Possess the skills to develop relationships with your leads and turn them into customers.
  • Have the ability to create good website and blog content including calls to action that create strong customer conversions.
  • Take away the knowledge of how to use social media, SEO, and content to sell your product or service.

Notes

Course Objectives
  • To provide a thorough understanding of Inbound marketing.
  • To address the challenges and opportunities in building and executing an Inbound marketing plan.
  • To explain the best techniques of using social media, websites, email, and search engine optimization to further your Inbound marketing efforts.
  • To provide the skills to make sure your potential customers find you in the digital world.
 
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Thank you for your interest in this course. While we currently do not have a section open for enrollment, we invite you to join us the next time the class is offered. To ensure you don’t miss out, please complete a Course Inquiry and we’ll be sure to notify you as soon as the next enrollment opens.
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