Internet Marketing Fundamentals

Transcription

1 Internet Marketing Fundamentals Sample Corporate Training Materials All of our training products are fully customizable and are perfect for one day and half day workshops. You can easily update or insert your own content to make the training more relevant to participants. Our material is completely customizable and is backed up by a 90 day 100% no questions asked money back guarantee! With our training courseware you are able to: Add your name and logo (and remove ours). Add your own content to make the training more relevant to your clients (i.e. using examples and case studies from within your organization or city) Train unlimited users within your organization. No Annual Renewal Fees Download training material on your time from our secure servers United States International 73 Greentree Drive, Box # Provost Street Dover, Delaware New Glasgow, NS, Canada Toll-free: Phone: Fax: Fax: sales@corporatetrainingmaterials.com sales@corporatetrainingmaterials.com Any technical issues or questions can be addressed by our support team support@corporatetrainingmaterials.com Our Product Catalog contains our entire library of available and upcoming courses. Please follow this link: Review our License Agreement to answer any licensing questions you may have. Please follow this link:

2 TABLE OF CONTENTS Preface... 3 What is Courseware?... 3 How Do I Customize My Course?... 3 Materials Required... 4 Maximizing Your Training Power... 5 Icebreakers... 6 Icebreaker: Friends Indeed... 7 Training Manual Sample... 8 Sample Module: Campaign Characteristics... 9 Instructor Guide Sample Sample Module: Campaign Characteristics Activities Quick Reference Sheets Certificate of Completion PowerPoint Sample Full Course Table of Contents... 40

3 Preface What is Courseware? Welcome to Corporate Training Materials, a completely new training experience! Our courseware packages offer you top-quality training materials that are customizable, user-friendly, educational, and fun. We provide your materials, materials for the student, PowerPoint slides, and a takehome reference sheet for the student. You simply need to prepare and train! Best of all, our courseware packages are created in Microsoft Office and can be opened using any version of Word and PowerPoint. (Most other word processing and presentation programs support these formats, too.) This means that you can customize the content, add your logo, change the color scheme, and easily print and training materials. How Do I Customize My Course? Customizing your course is easy. To edit text, just click and type as you would with any document. This is particularly convenient if you want to add customized statistics for your region, special examples for your participants industry, or additional information. You can, of course, also use all of your word processor s other features, including text formatting and editing tools (such as cutting and pasting). To remove modules, simply select the text and press Delete on your keyboard. Then, navigate to the Table of Contents, right-click, and click Update Field. You may see a dialog box; if so, click Update entire table and press OK. (You will also want to perform this step if you add modules or move them around.) If you want to change the way text looks, you can format any piece of text any way you want. However, to make it easy, we have used styles so that you can update all the text at once. If you are using Word 97 to 2003, start by clicking the Format menu followed by Styles and Formatting. In Word 2007 and 2010 under the Home tab, right-click on your chosen style and click Modify. That will then produce the Modify Style options window where you can set your preferred style options.

4 For example, if we wanted to change our Heading 1 style, used for Module Titles, this is what we would do: Now, we can change our formatting and it will apply to all the headings in the document. For more information on making Word work for you, please refer to Word 2007 or 2010 Essentials by Corporate Training Materials. Materials Required All of our courses use flip chart paper and markers extensively. (If you prefer, you can use a whiteboard or chalkboard instead.) We recommend that each participant have a copy of the Training Manual, and that you review each module before training to ensure you have any special materials required. Worksheets and handouts are included within a separate activities folder and can be reproduced and used where indicated. If you would like to save paper, these worksheets are easily transferrable to a flip chart paper format, instead of having individual worksheets.

5 We recommend these additional materials for all workshops: Laptop with projector, for PowerPoint slides Quick Reference Sheets for students to take home Timer or watch (separate from your laptop) Masking tape Blank paper Maximizing Your Training Power We have just one more thing for you before you get started. Our company is built for trainers, by trainers, so we thought we would share some of our tips with you, to help you create an engaging, unforgettable experience for your participants. Make it customized. By tailoring each course to your participants, you will find that your results will increase a thousand-fold. o o o Use examples, case studies, and stories that are relevant to the group. Identify whether your participants are strangers or whether they work together. Tailor your approach appropriately. Different people learn in different ways, so use different types of activities to balance it all out. (For example, some people learn by reading, while others learn by talking about it, while still others need a hands-on approach. For more information, we suggest Experiential Learning by David Kolb.) Make it fun and interactive. Most people do not enjoy sitting and listening to someone else talk for hours at a time. Make use of the tips in this book and your own experience to keep your participants engaged. Mix up the activities to include individual work, small group work, large group discussions, and mini-lectures. Make it relevant. Participants are much more receptive to learning if they understand why they are learning it and how they can apply it in their daily lives. Most importantly, they want to know how it will benefit them and make their lives easier. Take every opportunity to tie what you are teaching back to real life. Keep an open mind. Many trainers find that they learn something each time they teach a workshop. If you go into a training session with that attitude, you will find that there can be an amazing two-way flow of information between the trainer and trainees. Enjoy it, learn from it, and make the most of it in your workshops. And now, time for the training!

6 Icebreakers Each course is provided with a wide range of interactive Icebreakers. The trainer can utilize an Icebreaker to help facilitate the beginning of the course, as it helps break the ice with the participants. If the participants are new to each other, an icebreaker is a great way to introduce everyone to each other. If the participants all know each other it can still help loosen up the room and begin the training session on positive note. Below you will see one of the icebreakers that can be utilized from the Icebreakers folder.

7 Icebreaker: Friends Indeed Purpose Have the participants moving around and help to make introductions to each other. Materials Required Name card for each person Markers Preparation Have participants fill out their name card. Then, ask participants to stand in a circle, shoulder to shoulder. They should place their name card at their feet. Then they can take a step back. You as the facilitator should take the place in the center of the circle. Activity Explain that there is one less place than people in the group, as you are in the middle and will be participating. You will call out a statement that applies to you, and anyone to whom that statement applies must find another place in the circle. Examples: Friends who have cats at home Friends who are wearing blue Friends who don t like ice cream The odd person out must stand in the center and make a statement. The rules: You cannot move immediately to your left or right, or back to your place. Let s be adults: no kicking, punching, body-checking, etc. Play a few rounds until everyone has had a chance to move around.

8 Training Manual Sample On the following pages is a sample module from our Training Manual. Each of our courses contains twelve modules with three to five lessons per module. It is in the same format and contains the same material as the Instructor Guide, which is then shown after the Training Manual sample, but does not contain the Lesson Plans box which assists the trainer during facilitation. The Training Manual can be easily updated, edited, or customized to add your business name and company logo or that of your clients. It provides each participant with a copy of the material where they can follow along with the instructor.

9 The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker Sample Module: Campaign Characteristics An internet marketing campaign is essential to the success of your business. A campaign requires more than a few banner ads placed in social media. It has to be carefully planned and executed. There are no excuses for a poorly planned and executed campaign. There are certain characteristics that all effective internet marketing campaigns have in common. Pay attention to these characteristics, and you will improve the success of your campaign.

10 Tailored for Your Audience Campaigns need to be tailored specifically to the interests and needs of your target audience. To do this correctly, you need to consider the results of your market research. What is the average age of your customer? Are your customers local? What do they value? Once you have established your target audience, use the information to tailor every aspect of your campaign, including the platform, content, and style. For example, you might want to use a witty message and interesting font for an to a creative audience. If you have more than one target market, it is worth your time to create a campaign for the different audiences. For example, try sending a message focused on savings to frugal shoppers and one focused on green initiatives to customers who have environmental interests.

11 Use Powerful Words Everyone knows that word choice can make or break a marketing campaign. Using the right words will increase the chances of your campaigns success. According to a study at Yale, there are 10 power words that will engage customers and influence them to make purchases. Power Words: You: The pronoun engages people at a personal level. Love: This creates an emotional connection. New: People are always in search of something new. Safety: This is most effective for health products and automobiles. Save: Everyone enjoys saving money. Results: Proven results provide a reason for a purchase. Health: An advertisement for health gives credence to specific products. Guarantee: The promise creates a feeling of trust. Discover: Offers customers a chance to try something new. Proven: A proven product feels safe and reliable.

12 The 4 W s of a Campaign Before you launch an internet marketing campaign, it is important that you answer some basic questions called the 4 W s. The W s stand for who, what, where, and when. The answer to these questions will help you create an effective campaign. Who Describe who you are marketing to with your campaign. This is your target audience, and you must tailor the campaign to the needs of the audience. What Explain your product or service? This is your company s brand. Where Decide the type of media you are going to use. This is based on your customers. Do some research to determine which media has brought the most customers? When Discover when customers are more likely to purchase. Research the past month of analytics to determine when customers are more likely to buy and time your ads accordingly.

13 Monitor and Tweak An effective internet marketing campaign requires careful monitoring to determine how effective it is. Adjustments or tweaks should be made based on the information you gather. There are different tools that allow you to track the response to your campaign, and they will depend on the platforms that you use. It is important to monitor sales, traffic, engagement, inbound links, and ROI. If these metrics are low, you should consider tweaking the campaign based on the information. If traffic is low, consider tweaking SEO and adding more inbound links. You should also examine your content. Make small changes at a time based on the information you have on hand. If you find that tweaking your campaign does not improve results, you should revisit the 4 W's to make sure that you understand your customer. If you do not understand your customer, you will market to the wrong target audience.

14 Case Study Evelyn created a market strategy for her shoe company based on her personal interests. The font and tone of the messages were playful, and the campaign hinted at extravagance because she viewed shoes as a fashion accessory. The campaign did little to improve her sales and was a poor ROI. Finally she did some market research and discovered that her customers were mainly students and young mothers who valued her low price point and variety of styles. Her next campaign concentrated on the excellent value of the product and was worth the ROI. Sales increased by 12%.

15 Sample Module: Review Questions 1. For whom do you tailor a campaign? a) Each customer b) Target audience c) Age groups d) No one 2. When tailoring a campaign what information do you use? a) Sales b) Competition c) Market research d) Lead management 3. How many power words are there? a) 6 b) 8 c) 10 d) Which word creates a feeling of trust? a) Guarantee b) Love c) Save d) Discover 5. What is not one of the 4 W s? a) Who b) When c) What d) Why 6. What answers the question of who? a) Target audience b) Repeat customer c) Leads d) Employees

16 7. What should you tweak if traffic is low? a) ROI b) SEO c) Message d) Sales 8. Tweaking a campaign is unsuccessful. What should you do? a) End campaign b) Give it more time c) Revisit 4 W s d) It can upset your current employees 9. What was the tone of Evelyn s original campaign? a) Frugal b) Playful c) Serious d) Elegant 10. How much did sales increase at the end? a) They did not b) 5% c) 8% d) 12%

17 Instructor Guide Sample On the following pages is a sample module from our Instructor Guide. It provides the instructor with a copy of the material and a Lesson Plans box. Each Instructor Guide and Training Manual mirrors each other in terms of the content. They differ in that the Instructor Guide is customized towards the trainer, and Training Manual is customized for the participant. The key benefit for the trainer is the Lesson Plan box. It provides a standardized set of tools to assist the instructor train that particular lesson. The Lesson Plan box gives an estimated time to complete the lesson, any materials that are needed for the lesson, recommended activities, and additional points to assist in delivering the lessons such as Stories to Share and Delivery Tips.

18 The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker Sample Module: Campaign Characteristics An internet marketing campaign is essential to the success of your business. A campaign requires more than a few banner ads placed in social media. It has to be carefully planned and executed. There are no excuses for a poorly planned and executed campaign. There are certain characteristics that all effective internet marketing campaigns have in common. Pay attention to these characteristics, and you will improve the success of your campaign.

19 Tailored for Your Audience Campaigns need to be tailored specifically to the interests and needs of your target audience. To do this correctly, you need to consider the results of your market research. What is the average age of your customer? Are your customers local? What do they value? Once you have established your target audience, use the information to tailor every aspect of your campaign, including the platform, content, and style. For example, you might want to use a witty message and interesting font for an to a creative audience. If you have more than one target market, it is worth your time to create a campaign for the different audiences. For example, try sending a message focused on savings to frugal shoppers and one focused on green initiatives to customers who have environmental interests. Estimated Time Topic Objective Topic Summary Materials Required Planning Checklist Recommended Activity Stories to Share Delivery Tips Review Questions 15 minutes Link the needs of your target audience to your campaign. Tailored for Your Market Explore ways to tailor your campaign to your target audience. 21-Tailor None Complete the worksheet individually. Share your answers with the rest of the class. Share any personal relevant stories. Encourage everyone to participate. What do you do if you have more than one target audience?

20 Use Powerful Words Everyone knows that word choice can make or break a marketing campaign. Using the right words will increase the chances of your campaigns success. According to a study at Yale, there are 10 power words that will engage customers and influence them to make purchases. Power Words: You: The pronoun engages people at a personal level. Love: This creates an emotional connection. New: People are always in search of something new. Safety: This is most effective for health products and automobiles. Save: Everyone enjoys saving money. Results: Proven results provide a reason for a purchase. Health: An advertisement for health gives credence to specific products. Guarantee: The promise creates a feeling of trust. Discover: Offers customers a chance to try something new. Proven: A proven product feels safe and reliable. Estimated Time Topic Objective Topic Summary Materials Required Planning Checklist Recommended Activity 15 minutes Know the purpose and meanings of power words. Power Words Discuss power words and how to use them. Flipchart/Dry erase board, marker None. As a group, practice making ads and slogans using the power words. Write them on the flipchart/board.

21 Stories to Share Delivery Tips Review Questions Share any relevant personal experiences. Encourage everyone to participate. Which power word engages people on a personal level?

22 The 4 W s of a Campaign Before you launch an internet marketing campaign, it is important that you answer some basic questions called the 4 W s. The W s stand for who, what, where, and when. The answer to these questions will help you create an effective campaign. Who Describe who you are marketing to with your campaign. This is your target audience, and you must tailor the campaign to the needs of the audience. What Explain your product or service? This is your company s brand. Where Decide the type of media you are going to use. This is based on your customers. Do some research to determine which media has brought the most customers? When Discover when customers are more likely to purchase. Research the past month of analytics to determine when customers are more likely to buy and time your ads accordingly. Estimated Time Topic Objective Topic Summary Materials Required Planning Checklist Recommended Activity Stories to Share Delivery Tips Review Questions 10 minutes Recognize the 4 W s. The 4 W s Discuss the 4 W s and how they influence your ad campaign W s None. Complete the worksheet individually. Share your answers with the rest of the class. Share any relevant personal experiences. Encourage everyone to participate. What are the 4 W s?

23 Monitor and Tweak An effective internet marketing campaign requires careful monitoring to determine how effective it is. Adjustments or tweaks should be made based on the information you gather. There are different tools that allow you to track the response to your campaign, and they will depend on the platforms that you use. It is important to monitor sales, traffic, engagement, inbound links, and ROI. If these metrics are low, you should consider tweaking the campaign based on the information. If traffic is low, consider tweaking SEO and adding more inbound links. You should also examine your content. Make small changes at a time based on the information you have on hand. If you find that tweaking your campaign does not improve results, you should revisit the 4 W's to make sure that you understand your customer. If you do not understand your customer, you will market to the wrong target audience. Estimated Time Topic Objective Topic Summary Materials Required Planning Checklist Recommended Activity Stories to Share Delivery Tips Review Questions 10 minutes Understand what to monitor and improve. Monitor and Tweak Review what you should monitor and how to tweak the campaign. Flipchart/Dry erase board, marker None. Ask the class to review past modules, especially module 9. What could be causing poor traffic, poor sales, and poor engagement? List possible causes on the board/flipchart along with possible tweaks. Share any personal relevant stories. Encourage everyone to participate. Monitoring tools depend on what?

24 Case Study Evelyn created a market strategy for her shoe company based on her personal interests. The font and tone of the messages were playful, and the campaign hinted at extravagance because she viewed shoes as a fashion accessory. The campaign did little to improve her sales and was a poor ROI. Finally she did some market research and discovered that her customers were mainly students and young mothers who valued her low price point and variety of styles. Her next campaign concentrated on the excellent value of the product and was worth the ROI. Sales increased by 12%. Estimated Time Topic Objective 15 minutes Outline the Campaign Characteristics case study. Case Study Topic Summary Materials Required Planning Checklist Recommended Activity Stories to Share Delivery Tips Review Questions Discuss the importance of understanding the audience in creating an internet marketing campaign. None. None. Discuss the results of the case study. What was her mistake at the beginning? Share any relevant personal/professional story. Encourage everyone to participate. Who is her target audience?

25 Sample Module: Review Questions 1. For whom do you tailor a campaign? a) Each customer b) Target audience c) Age groups d) No one An effective campaign must be tailored for the customers. This requires an understanding of the target audience. 2. When tailoring a campaign what information do you use? a) Sales b) Competition c) Market research d) Lead management Market research is used to understand the target audience. It is necessary to tailor a campaign. 3. How many power words are there? a) 6 b) 8 c) 10 d) 12 A study by Yale identified 10 words that are most likely to influence customers. These are power words. 4. Which word creates a feeling of trust? a) Guarantee b) Love c) Save d) Discover All of the answers are power words. Guarantee is a promise that creates feelings of trust.

26 5. What is not one of the 4 W s? a) Who b) When c) What d) Why The 4 W s are who, what, where, and when. Why is not one of the 4 W s? 6. What answers the question of who? a) Target audience b) Repeat customer c) Leads d) Employees The question who asks who the marketing campaign is meant to reach. Who is the target audience. 7. What should you tweak if traffic is low? a) ROI b) SEO c) Message d) Sales It is important to monitor and tweak a marketing campaign as needed. Low traffic indicates a need to adjust SEO. 8. Tweaking a campaign is unsuccessful. What should you do? a) End campaign b) Give it more time c) Revisit 4 W s d) It can upset your current employees Small tweaks should be made to the marketing campaign. If the tweaks prove ineffective, it is necessary to review the 4Ws again.

27 9. What was the tone of Evelyn s original campaign? a) Frugal b) Playful c) Serious d) Elegant Evelyn chose the campaign based solely on her personal preferences. She used a playful tone in her campaign. 10. How much did sales increase at the end? a) They did not b) 5% c) 8% d) 12% The reworked campaign saw an increase in sales. It was a 12% increase.

28 Activities During the facilitation of a lesson Worksheet or Handout may be utilized to help present the material. If a lesson calls for a Worksheet or Handout it will be listed in the Lesson Plan box under Materials Required. The trainer can then utilize the Activities folder for the corresponding material and then provide it to the participants. They are all on separate Word documents, and are easily edited and customized. Below you will see the Worksheets or Handouts that are utilized during the training of the above lesson. They are located in the Activities folder and can be easily printed and edited for the participants.

29 Tailor Use the handout on target marketing to complete the exercise. Tailor your campaign strategy below based on your target market.

30 4 W s Answer the 4 W s based on what you know at this point. Remember you may need to do further research for information that is more accurate. Who: What: Where: When:

31 Quick Reference Sheets Below is an example of our Quick reference Sheets. They are used to provide the participants with a quick way to reference the material after the course has been completed. They can be customized by the trainer to provide the material deemed the most important. They are a way the participants can look back and reference the material at a later date. They are also very useful as a take-away from the workshop when branded. When a participant leaves with a Quick Reference Sheet it provides a great way to promote future business.

32 Internet Marketing Fundamentals Find the Right Price Quantity: When you maximize sales, it is possible to have a lower price point on each item. ROI: Prices may be set for a specific return on investment. The price may be higher and requires a loyal customer base. Value to customers: When a product is of value to consumers, they are willing to pay more for it. Popular prices: People are willing to pay familiar price points such as $ People are often unwilling to go above these price points. Dynamic Content Types of Dynamic Content: Personalized Ads: Ads can be personalized based on interest established by information about habits, location, and history. For example, it is possible to advertise a sale on cosmetics to individuals who are known to be interested in specific cosmetic products. s: When customers sign up to receive s, you can take the opportunity to provide them with information about promotions and new products. Personalized Content: Use gathered information to personalize the landing page and provide links that will interest the customer based on location, behavior, and keywords. Product Suggestion: When a customer s shops online, provide links to merchandise that is similar to the product being researched or added to the shopping cart. Brand Champions In the discussion of brand champions, it is important not to overlook your customers. Loyal customers can be your greatest champions in social media. They provide word of mouth advertising that has a unique credibility with the public. Customers as Champions: Draft them: Find satisfied customers who fully understand and appreciate your brand. Interact with them: Thank brand champions for their purchases, surveys, comments, etc. and begin building a closer relationship. Give them perks: Offer brand champions loyalty rewards and special perks for providing testimonials or sharing your brand with others. Listen to them: Champions provide excellent feedback and should be used as beta testers. Take their praise and criticism seriously. Corporate Training Materials

33 Certificate of Completion Every course comes with a Certificate of Completion where the participants can be recognized for completing the course. It provides a record of their attendance and to be recognized for their participation in the workshop.

34 CERTIFICATE OF COMPLETION [Name] Has mastered the course Internet Marketing Fundamentals Awarded this day of, 20 Presenter Name and Title

35 PowerPoint Sample Below you will find the PowerPoint sample. The slides are based on and created from the Training Manual. PowerPoint slides are a great tool to use during the facilitation of the material; they help to focus on the important points of information presented during the training.

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40 Full Course Table of Contents Preface...6 What is Courseware?... 6 How Do I Customize My Course?... 6 Materials Required... 8 Maximizing Your Training Power... 8 Module One: Getting Started Housekeeping Items The Parking Lot Workshop Objectives Pre-Assignment Module Two: SWOT Analysis in Marketing Strength Weaknesses Opportunities Threats Case Study Module Two: Review Questions Module Three: Marketing Research Consume All Media Find the Right Price Product Development and Improvement Identify Your Target Audience Case Study Module Three: Review Questions Module Four: Real Time Marketing... 30

41 Dynamic Content Engagement Builds Followers Constant Readiness The Time the Place and the Media Case Study Module Four: Review Questions Module Five: Brand Management Every Interaction Counts Consistent Through all Media Unique Qualities Needs to be Actively Managed Case Study Module Five: Review Questions Module Six: Social Media (I) You Are Building a Community A Personal Touch Brand Champions Make it Easy to Share Case Study Module Six: Review Questions Module Seven: Social Media (II) Content is King Blog and Interact Webinars Constant Monitoring Case Study... 60

42 Module Seven: Review Questions Module Eight: SEO Basics Relevant and Original Content Keywords Value Proposition Linking Case Study Module Eight: Review Questions Module Nine: Website Characteristics SEO Optimization Landing Page Analytics Mobile and Tablet Friendly Case Study Module Nine: Review Questions Module Ten: Capturing Leads Lead Management and Generation Give Something Away Quality vs. Quantity Capture Repeat Customers Case Study Module Ten: Review Questions Module Eleven: Campaign Characteristics Tailored for Your Audience Use Powerful Words The 4 W s of a Campaign... 91

43 Monitor and Tweak Case Study Module Eleven: Review Questions Module Twelve: Wrapping Up Words from the Wise Review of Parking Lot Lessons Learned Completion of Action Plans and Evaluations... 98