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In Online Marketing Fundamentals, Lorrie Thomas Ross introduces web marketers, web designers, business owners, and executives to the world of online marketing. The course takes a look at the basis of any online marketing effort—a business's web site—and reviews how the different components of the site can support the business's goals, from SEO and SEM to social media, online PR, and content marketing.
The exciting part of the online marketing world is that there are so many possibilities, but for some of us, the endless choices can be overwhelming. Knowing all the online marketing options is the first step. It's not the tools, but how we use the tools, that makes marketing matter. As you start to put online marketing to work, remember the strategy first, execution second mantra. Marketing serves several purposes; awareness, communication, connection, service, and sales.
The beauty of the online marketing world is that the tools can support a few, if not each one of these purposes, multitasking your marketing for maximum return on investment. Remember, with online marketing, you can always start small, and snowball. Little steps can make a big difference. Here is the system I use that helps take the overwhelm out of all the options, and helps create online marketing focus; assess, optimize, and new. First things first; assess your situation.
Revisit your marketing goals. What do you have to work with? What are you missing? Look critically at where you are at, and where you want to go. Next step; optimize. Fix things that need fixing. As you review the online marketing chapters, you may have notes of things you can be doing better, like homepage messaging, or Web site design, content creation, search engine optimization, or e-mail address collection. Make sure you are working off a solid marketing foundation.
We cannot see change unless we are willing to change things that don't work. Lastly, once the assessment and optimization phases have been addressed, then it is time to move on to new channels. When you are overwhelmed, go back to the assess, optimize, and new strategic planning chart, as this will help you manage the steps that you want to take in a smart order.
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