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Building an Integrated Online Marketing Plan

with Matt Bailey

Video: Welcome

Learn how to integrate all the moving parts of a successful marketing strategy—email, social media, search, and more—without diluting your message or your brand.
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  1. 2m 38s
    1. Welcome
      2m 38s
  2. 32m 14s
    1. An integrated approach
      6m 53s
    2. Evaluating the experts
      6m 17s
    3. Assessing your resources
      8m 3s
    4. Considering the channels
      6m 33s
    5. Introducing the four-step plan
      4m 28s
  3. 25m 50s
    1. What is a narrative?
      3m 58s
    2. Developing your narrative
      6m 16s
    3. Seeing how the medium affects the message
      5m 27s
    4. Avoid mixing mediums
      10m 9s
  4. 28m 28s
    1. First-tier channels: Search
      9m 19s
    2. First-tier channels: Email
      5m 51s
    3. First-tier channels: Blogs
      7m 37s
    4. First-tier channels: Video
      5m 41s
  5. 39m 53s
    1. Second-tier channels: Facebook
      9m 0s
    2. Second-tier channels: Twitter
      7m 26s
    3. Second-tier channels: Discussion forums
      6m 32s
    4. Second-tier channels: LinkedIn
      6m 25s
    5. Third-tier channels: Pinterest
      5m 1s
    6. Planning for changing channels
      5m 29s
  6. 26m 3s
    1. Stating your measurement goals
      6m 51s
    2. Researching the market: What do people want?
      6m 15s
    3. Researching the market: When do people want it?
      5m 45s
    4. Addressing annual content
      3m 30s
    5. Seizing daily opportunities
      3m 42s
  7. 31m 58s
    1. Thinking like a publisher
      6m 6s
    2. Developing your content
      6m 47s
    3. Knowing when to close your content
      6m 25s
    4. Measuring goals and value
      5m 40s
    5. Reviewing your success
      7m 0s

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Building an Integrated Online Marketing Plan
Video Duration: 0s 3h 7m Intermediate


View Course Description

Learn how to integrate all the moving parts of a successful marketing strategy—email, social media, search, and more—without diluting your message is a critical skill for businesses large and small. Matt Bailey has over two decades in the online marketing industry. Let him show you how to establish your brand's story and then market it accordingly, using permissioned email, blog posts, and forums like Facebook, Twitter, LinkedIn, and even Pinterest. Learn to assess your resources and research the market, so you don't overreach; develop compelling content that entices customers while supporting your brand; and then review the performance of your campaigns and look for opportunities for improvement.

Topics include:
  • Assessing your resources and budget
  • Developing your brand's narrative
  • Avoiding mixing mediums
  • Marketing via search, email, and blog posts
  • Reaching fans on social media
  • Integrating video
  • Researching the market
  • Publishing content
  • Reviewing your success
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(MUSIC). Hi. I'm Matt Bailey, author, speaker and president of Site logic, an online marketing agency. I've consulted with some of biggest brands in the world teaching them how to implement a common sense online marketing plan. Companies such as Google, HP, Hilton International, Samsonite, Procter and Gamble, Johnson and Johnson, Disney, and ABC, are just a few of the brands. Despite being around all those brand marketers, I've learned that there is a universal problem that affects all marketers.

From big companies, small companies, or independents. It's how to deal with social media and incorporate it into a complete marketing plan. Social media is powerful, and there are a lot of voices in the market place telling you what to do, but are they right? Simply because a new social media channel gains popularity or gets mentioned in the news, do you have to react to it and start using it? Marketers are stressed out and strapped for time. Learning a new social media and how to integrate it into the business is not an easy task, much less when you compare all the other jobs that have to be done. Search engine optimization, pay per click, e-mail, display ads, analytics. You've already had to deal with Facebook and Twitter, how much more can you take? In this four step plan, I plan to unload all of the work you are doing and strip it down to the essentials.

We will focus on your message and your narrative. What makes you unique in the industry, and how you communicate that. Once you have that foundation, we will survey the multitude of channels available to you as a marketer. But we will take it one step further and ask, is this right for my business. You see not all social media works the same for every business, you have to find which channels work the best to provide the best return on investments. Once you start rebuilding your marketing with a fresh understanding and a clear path, your interaction will become clear.

And then we will create a plan that will take you through the next year, organize your content, your strategy and implement a clear purpose to your social media, search engine optimization, pay per click, and overall marketing. My goal is that after this course, you'll actually have time to get around to accomplishing tasks rather than letting them pile up, and you feel guilty about it. I want you to have a renewed sense of purpose and direction for your marketing, and not be intimidated by social media.

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