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.

Requirements:

Hardware Requirements: 

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

Software Requirements: 

• PC: Windows XP or later.
• Mac: OS X Snow Leopard 10.6 or later.
• Browser: The latest version of Google Chrome or Mozilla Firefox are preferred. Microsoft Edge and Safari are also compatible.
• Adobe Flash Player. Click here to download the Flash Player.
• Adobe Acrobat Reader. Click here to download the 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.

Businesses on the Web

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.

Web Presence

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.

Domain Names and Search Engines

In today's 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 you'll understand how you can use what you learn to drive visitors to your Web site.

Web Site Optimization

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.

The Internet's Impact on the Marketing Mix (4 P's)

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.

Web Analytics

Today, you'll learn how to develop a message that will cause the members of your target audience to take the action you want. And you'll become acquainted with online strategies you can use to advertise your Web site, products, and services.

Online Advertising

Today you'll learn how to develop ads that inspire your target audience to take the action you want. And you'll understand how to advertise your web site using search engine (PPC) advertising, banner advertising, and more.

E-mail Marketing

In spite of the growing number of junk e-mail messages filling in-boxes, e-mail is a thriving medium. So it's important to understand how you can use e-mail marketing to keep current customers and acquire new ones. In today's lesson, we'll examine ways that you can use e-mail to promote your business.

Creating Site Stickiness Through Content

If you want visitors to spend more than 30 seconds at your Web site, 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 the advantages of building a sticky site. You'll also learn how to use content to make your Web site sticky.

Creating Site Stickiness Through Community

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.

Creating Site Stickiness Through Commerce

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.

Completing Your Internet Marketing Plan

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 Web sites, 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.