Online Marketing Foundation



Ensure that your customers can find you using organic search. By the end of this module, you will understand:

  • Differences between SEO and SEM.
  • Features of today’s search results.
  • Importance of the keyword.
  • Steps in the SEO process.
  • Importance of measurement and analytics.

2.Web Analytics

This module shows you how to use the statistics that you have generated in relation to clicks, hits, and visits to determine your strategy. By the end, you will know:

  • What web analytics mean to you as a business owner.
  • How data is collected and which method will work for you.
  • How to decipher data and interpret it to meet your business objectives.
  • How to set and track your goals, increase your conversion rate, and increase your ROI.
  • Tactics for tracking and interpreting online and offline visitors by:
    • Tracking events
    • Traffic sources
    • Email campaigns
    • Tracking links

3.Demand Generation

After this module, you will be able to:

  • Define demand generation and the key terms and acronyms used in this area.
  • Differentiate between B2C and B2B tactics.
  • Identify the six stages of the B2B scales cycle and the length of this cycle to conversion.
  • List the key tactics for generating leads and appreciate their relative success versus cost.
  • Know several methods for optimizing conversion rates including:
    • The use of A/B & MVT
    • What to test and the quality of leads
  • Measure KPIs—leads, CPL, sales, and ROI.
  • Appreciate some of the considerations in converting leads to sales.
  • Understand sales cycles.
  • Identify conversion funnel types.

4.Pay Per Click

After this module, you will understand:

  • The benefits of balancing SEO and PPC resource allocation to obtain marketing objectives.
  • The importance of relevant keywords and phrases to optimize the opportunity of each.
  • How to optimize your quality score through a knowledge of the factors that go into Google’s Quality Score and Ad Rank.
  • How to develop your AdGroups, and what you need to remember when structuring them.
  • Post-click behaviors and optimizing around balance rates and stickiness.
  • The best strategies for optimizing retargeting opportunities as well as when not to retarget.


By the end of this module, you will know:

  • How useful email can be as part of your marketing mix.
  • The importance of permission in email marketing and the two primary types.
  • The importance of online calls to action when growing your email list.
  • The importance of the online registration page and how this can be improved to best utilize your website’s traffic.
  • The different types of email and when it is best to use them.
  • Why it is important to recognize the issues with email deliverability.
  • The laws regarding email marketing and the general practices that make it easy to comply with the laws in almost every country.
  • The importance of tracking opens and clicks and how to do this.

6.Introduction to Usability

By the end of this module, you will appreciate:

  • The fundamentals underlying website usability, including:
    • How it is defined and measured in the context of tasks and goals
    • The six steps to website usability
    • How usability can make and save you money
  • The key usability activities including usability testing and heuristic (expert) reviews, what usability testing includes, and the advantages and disadvantages of focus groups.
  • What usability professionals are measuring.
  • Myths and misconceptions regarding website usability, including:
    • The best time to conduct usability tests on a website
    • Whether you are testing the website of the users
    • Whether a focus group is a usability test

7.Online PR

By the end of this module, you will recognize:

  • The different topic areas that you can cover in an online press release.
  • Your audience and the different types of content.
  • That keyword research is required, that your chosen topic will dictate the keyword, and how keyword tools work.
  • The format for writing a press release and the best ways to make newsworthy and engaging content.
  • How multimedia such as images and videos can be used within a press release to optimize your online PR plan.
  • The tools available that can be used to analyze and measure the distribution of your press release.
  • How social media can be used to optimize SEO and how to build a special media content strategy to distribute content.

8.Content Marketing Strategy

By the end of this module, you will understand:

  • How integrating your content marketing goals with your overall business goals will support your business development.
  • The potential content areas across your organization and the various ways these can be reproduced in social media.
  • How to utilize user-generated content by working with online communities to generate feedback on your business.
  • The importance of an editorial calendar and the factors you should consider when deciding what content to use and when.
  • How the metrics that already exist in your organization can be used to build up and support your content marketing strategy.


By the end of this module, you will know:

  • How approaching internet marketing strategically, by defining your goals and objectives, will increase the chances of success for your business online.
  • The eight stages of the social media plan and how these will benefit your business.
  • The value of including a relevant call to action in your online content and how to link this to the overall goals for your online marketing strategy.
  • How to measure your online success as a business value focused on a high return on the time, money, and resources that you have invested in your online strategy.
  • What it means to use a balanced approach to measure your online success and how it is important to tie this back to your overall business results.

10.Social Media

By the end, you will appreciate:

  • That social media can be an efficient marketing channel and that using Twitter, Facebook, and other channels is a good way to disseminate your content.
  • The importance of planning your strategy when marketing in social media and that this must fit in with the business goals you hope to attain.
  • Who your audience is and where the communities with whom you should engage are.
  • How and why you should interact with your audience and how to get the most value of this relationship.
  • What you can look for to measure your campaign’s success.
  • How to include details of your social media campaigns with your other marketing strategies to integrate your content, remembering that social media doesn’t happen on its own.

11.Information Retrieval

By the end of this program, you will recognize:

  • The difference between data retrieval and information retrieval.
  • The history of the World Wide Web as a basis of understanding how search engines work by use of a crawler, and what you can do to make your web page more responsive to search engines.
  • The highly complex vector space model developed by Professor Gerard Salton, and how the search engine index is created from this.
  • How connected marketing works, and how this new information exchange on social networks and in online communities has changed how brands and companies respond to consumers.
  • The differences in user intent—whether informational, navigational, or transactional—and the three-point taxonomy of search, as well as how search engines record end-user data.

12.Mobile Marketing

By the end of this module, you will know:

  • The meaning of mobile marketing and the benefits it will have for your overall marketing strategy.
  • The variety of options available within mobile marketing and the benefits these will have for your business, with a focus on SMS and email.
  • The value in the different mobile marketing media, including advertising, mobile phone apps, and mobile video.
  • The important differences to consider when developing your website for a mobile market, and how to accommodate a smaller screen with a slower connection.
  • The seven website must-haves and the ten mobile metrics of measuring your success.

13.Local Search Best Practices

By the end of this module, you will understand:

  • The importance of local search and the opportunities available for your business—particularly on mobile devices—that you should take advantage of as part of your marketing campaign.
  • The idea behind the ROBO buying cycle: research online, buy offline.
  • That local sites such as Google Places and Bing Maps now claim two-thirds of local searches.
  • How to ensure that your business information is accurate and accessible to consumers, creating and claiming your place pages.
  • The four main components to a proper local listing.
  • The importance of Internet Yellow Pages (IYPs) and how they partner with other websites to maximize the effectiveness of ad placements in local search.

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