Internet Marketing, Social Media & Analytics

Course Starts: May 22, 2013

For further inquires please e-mail mintz@lander.ac.il

Day & Time:  Wednesday 6:00p.m.-9:00p.m.

Length: 15 weeks

Academic Hours: 60

Instructors: Mike Mintz, Dillon Horowitz

Cost: 3800 ₪ + 200 ₪ Non refundable Registration Fee.

Payment by Cash, Check or Credit Card. All fees must be paid up to one week before the course starts. If paying by Credit Card, tuition may be paid in installments of no less than 250 ₪ /mo for a  maximum of 10 months.  If paying by check, checks must be paid in advance and can be post dated until the course completion date. Cash – tuition must be paid in full before the course begins. (For exceptions please call our office)

This course will cover an introduction to search engine optimization and social media marketing. Participants will learn both technical and strategic aspects of optimizing a website for major search engines while working on sites throughout the course to implement what they learn. Social media marketing coursework will include building and managing public profiles on major networking sites, creating content to be shared socially, tracking and analyzing traffic from social media efforts and creating a strategy to allocate resources efficiently. This course is geared toward individuals interested in working in the SEO or social media fields, business owners looking to improve their web presence and marketing executives who manage corporate websites. Previous web design or programming experience is not necessary.

Internet Marketing Syllabus

1. Introduction to Internet Marketing
   1. What does an Internet Marketer do?
   2. What opportunities are there for an Internet Marketer?
   3. What does the process of Internet Marketing look like?
   4. What are some of the tools Internet Marketers use?
   5. How does social media fit into this picture?
   6. Getting to the Truth: Conducting Market Research
      1. What is Market Research and where do you start?
      2. What tools are available for market research (“Google is your best friend”)?
         1. i.      How to use Google Alerts and social listening tools (Tweetdeck, Hootsuite)
         2. ii.      How to use Google Ad Sense in your market research
         3. iii.      How to use Quantcast, Alexa, and other data mining sites
         4. iv.      How to use Facebook in your market research
         5. v.      How to use Linkedin Skills Beta in your market research
2. How do you define your target customer?
   1. i.      Demographics: what are they and how do you find them?
   2. ii.      Psychographics: what are they and how do you find them?
   3. iii.      Likeographics: what are they and how do you find them?
3. What do you do with your market research once you have it?
   1. i.      Buyer profiles: how do you create and use them?
   2. ii.      Market testing: how do you conduct and use this?
   3. Getting Started: Idea Generation and Product Development
      1. How do you come up with product ideas that will sell?
         1. i.      Expertise Maps: how to use your own experience in product creation
         2. ii.      Prioritizing Products: how to use market research to determine what to sell
         3. iii.      Accessing a bigger audience: what street racing can teach you about product marketing (“the drifting effect”)
4. What is the difference between marketing an existing v. a new product?
5. How do you create a Product Roadmap?
6. Getting to the Results: Developing a Marketing Plan
   1. What is an Online Marketing Plan and how is it used?
      1. i.      How to clarify objectives, goals, and metrics
      2. ii.      How to create customer profiles
7. How do you create an online marketing plan?
   1. i.      The Marketing and Social Media Playbook
   2. ii.      How to create customer profiles
   3. iii.      How to create a competitor profile
8. How do you put an online Marketing Plan into action?
9. Getting to the Point: Creating Marketing Assets
   1. How does Content Marketing work and what are some examples of “Assets”?
      1. i.      Websites, Apps, Blogs, and Video Channels (distribution channels)
      2. ii.      Communities, Profiles, and Groups (feedback and listening channels)
      3. iii.      Content: text, audio and video, and interactive (programming)
10. How does Email Marketing fit into the Content Marketing framework?
    1. i.      What is email marketing?
    2. ii.      How do you run an email marketing campaign?
    3. Getting the Sale: Launching and Managing Marketing Campaigns
       1. How do you get attention for your campaign (influencers and PR)?
       2. How do you get people into your Sales Funnel?
       3. Advertising
       4. Getting Clarity: Measuring the Success or Failure of Marketing Campaigns
          1. How do you set the right Goals and Metrics for your marketing campaign?
          2. How do you capture “the numbers” to report on your campaign?
             1. i.      Google Analytics
             2. ii.      Email Analytics
             3. iii.      Social tools like Facebook Insights
11. How do you report on the number to your boss, client, or yourself?
12. Leveraging the User Experience to Reach Marketing Goals
    1. What is the User Experience (“UX”) and how does it impact the Marketer’s job?
    2. What things the components of a good User Experience?
    3. How do you leverage customer triggers to influence buying decisions?
       1. i.      Fascination Triggers
       2. ii.      Association
       3. iii.      Persuasion
       4. Copywriting and Content Marketing
          1. What is copywriting and why does it matter?
          2. How do you create captivating Headlines?
          3. How do you sell without sounding sleazy?
          4. How do you write a Call to Action?
          5. WordPress in Depth
             1. What is WordPress and how can it be used in Internet Marketing?
             2. How do you set up a new WordPress account?
             3. How do you change what your WordPress site looks like (themes, headers, and design)?
             4. When do you use Pages v. Posts?
             5. How do you create content in WordPress?
                1. i.      Pages
                2. ii.      Posts
                3. iii.      Adding text levels
                4. iv.      Formatting text
                5. v.      Adding pictures and video
13. How do you use Tags v. Categories
14. Should your site have a sidebar and what should be on it?
15. All You Need to Know About SEO
    1. What is SEO and why does everyone make such a big deal about it?
    2. How does PageRank work?
    3. What are keywords and how do they help your SEO?
    4. What is the difference between On Page SEO v. Off Page SEO?
    5. How do you use Google Analytics?
    6. The Tom Sawyer Approach to Working with Contractors
       1. When should you hire a Contractor and what kinds of things can they do for you?
       2. How do you create a Requirements Document to use with the Contractor?
       3. How much should you pay the Contractor?
       4. What kind of Agreement should you make with the Contractor?
       5. How do you track the Contractor’s work and insure they finish?
       6. What are your remedies if the Contractor does not perform?
       7. Making Money Online
          1. What are some Business Models for making money online?
          2. How do you do a Product Launch that will bring in the cash?
          3. How do you Accept Payments from online customers?
          4. Facebook for Businesses
             1. What is Facebook and how can you use it in marketing?
             2. What are Facebook Pages and how can you use them to market?
                1. i.      How to set up a Facebook page and make it awesome
                2. ii.      How to build a community on a Facebook page
                3. iii.      How to use custom applications to enhance the Facebook Page experience
                4. iv.      How to use the Insights tool to better manage your page
16. How does Facebook Advertising work?
    1. i.      How to create a captivating Facebook ad
    2. ii.      Using the Ad Tool to target your audience (“Likeographics”)
    3. iii.      How to use ad reporting to tweak and update copy
    4. Google+, LinkedIn, Twitter, and others for Businesses
       1. What is Google+ and how can you use it in marketing?
          1. i.      Overview of Google+ and the marketing opportunities
          2. ii.      How to set up a Google+ business page and make it successful
          3. iii.      How to use Circles to spread influence and capture leads
          4. iv.      How to use Hangouts to host live events with your customers
17. What is LinkedIn and how can you use it in marketing
    1. i.      Overview of LinkedIn and the marketing opportunities
    2. ii.      How to set use Groups to spread influence and capture leads
    3. iii.      How to use LinkedIn Answers to spread influence and capture leads
    4. iv.      How to use LinkedIn Ads
18. What is Twitter and how can you use it in marketing?
    1. i.      Overview of Twitter and the marketing opportunities
    2. ii.      How to use Twitter as a conversational broadcast tool?
    3. iii.      How to use Twitter as a listening tool
    4. iv.      How to use Twitter to create a Tweetup or other “Live Events”
19. What else is out there (you need more?!!)?

REFERENCES

Copyblogger

Chris Brogan – social business

Jeremiya Owyang – metrics and strategy

Charlene Yi – metrics and strategy

Sonia Simone

Darren Rowse

Chris Garret – SEO

Seth Godin

Naomi Dunford

Tommy Walker

Conversation Marketing

Testimonials:

I would like to thank Landers College and internet marketing instructor extraordinaire , Mike Mintz for providing me with the know-how and confidence to launch my new business, www.AngloProtekzia.com

Before taking the internet marketing course, I knew next to nothing about the subject. Due to the invaluable information learned from that course, I was able to launch my business accompanied by an online marketing blitz. I am quite sure that the launch would not have been as successful as it was, had I not known how to market my business online.  If you plan on opening any type of business, I highly recommend that prior to doing so, you take this Course!

Moshe F., Chashmonaim

Mike Mintz has been blogging and using social media to promote businesses since 2005.  In law school, he started writing the blog “Jurisgamer: Video Game Law Explained,” and quickly gained the attention of lawyers for being one of the first law students to write about these issues.  As a result, he landed a job at a law firm that specialized in video games.  He marketed the firm through social channels and helped them win new business.Mike’s has had long-standing relationship with LexisNexis, “a leading global provider of content-enabled workflow solutions designed specifically for professionals in the legal, risk management, corporate, government, law enforcement, accounting, and academic markets.” As an advisor for this industry leader, Mike helps plan and oversee the execution of their social media strategy, policy, and tactics. With the creation of My Media Labs in 2009, Mike expanded his consulting services to small businesses and institutions.  His clients span a range of industries and continents, and he has made use of virtual platforms, documentation, and streamlined processes to serve their needs.