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Online marketing has many components. For the focus of this course, we'll be looking at the heavy hitters, like content marketing, which is content on your Web site, as well as content off your Web site, on things like article sites. Also, search engine marketing, which includes improving your SEO, getting found higher in the natural search engine listings, paying for search engine advertisements, and even optimizing local search results. E-mail marketing; one of the most powerful ways to continually connect with existing customers, as well as recruit current customers.
Online public relations is another area we're going to cover, where you can become your own media department to increase your credibility, and visibility. And let's not forget social media, one of the biggest pieces of the online marketing puzzle today, which is going to include everything from a blog, to Facebook, to Twitter, to LinkedIn; even comparison shopping sites. And online advertising, where you pay to play, to be found, and that can be on display ads, like banner ads, or in search engine ads, or even in e-mail newsletters.
Lastly, we're going to talk about the most valuable piece of marketing real estate: the Web site itself. Let's look next at building a healthy Web site foundation to set the tone for online marketing success.
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