Inbound marketing is a process of using your website in a way that it attracts visitors naturally through search engines, the blogosphere, and social media.
   The average human today is inundated with more than 2000 outbound marketing interruptions per day – and we’re all figuring out how to block them. Caller ID, spam filters, TiVo, and satellite radio are all things we use today so that we can avoid being marketed to.
   In this course, you will discover how to attract customers to your site, what kind of content to share with them, how to use landing pages and forms to collect names and email address, and how to implement lead-nurturing campaigns that result in sales.
 
Your instructor is a director of marketing for an international association and writes and speaks on the topic.
 
One month course, Suzanne Kart, instructor.

$195


Course Outline

Unit 1
What inbound marketing is and does
-Inbound versus outbound marketing – a history
-Why outbound marketing doesn’t work as well as it used to
-Why inbound marketing works
-Basic SEO – how our potential customers find you online

Unit 2
Your inbound marketing plan
-Creating an inbound marketing plan
-Creating a powerful website – the cornerstone of your inbound marketing effort
-Creating a blog – why you need one and what it can do for you
-Creating calls to action and landing pages

Unit 3
Generating Traffic
-The best ways to help the right people find you
-Social media – what goals to set and what platforms to focus on
-How to get people to convert from just being a visitor to your site to becoming a lead
-Benchmarks and conversion rates

Unit 4
Lead Nurturing
-Lead Nurturing basics
-Why you shouldn’t try to close the sale on the first website visit
-How to write effective drip email campaigns
-Is there such a thing as too many emails?
-Email benchmarks – open rates, click through rates, bounce rates

Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends.  It’s easy. It’s fun. 

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom.  You will have a password and use your email address and password to gain access.

Once inside the online classroom, here’s what you can expect.

CalendarParticipate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

For each Unit, you will:

  • Read the print readings (about 20 pages a week)
  • Have the option of accessing the online readings
  • Listen to the audio presentation for the Unit and view the slides
  • Have the option of taking a self-quiz to see how much you have learned
  • Engage in written online discussion with your instructor and other participants

For best learning, you should make one or more comments at 2-3 different times each week.
The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.

DiscussionDiscussion

The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.

It’s easy. It’s fun.

Next offering(s):

Advanced Inbound Marketing
April 6 - May 1, 2015
June 1 - 26, 2015
August 4 - 28, 2015
November 2 - 27, 2015

Content Marketing
March 2 - 27, 2015
May 4 - 29, 2015
July 6 - 31, 2015
October 5 - 30, 2015

Introduction to Inbound Marketing
February 2 - 27, 2015
April 6 - May 1, 2015
June 1 - 26, 2015
September 8 - October 2, 2015

$195 for individual course ($495 total for Inbound Marketing Certificate)

Ave. hours 16, 1.6 CEUs/ILUs


About Your Instructor

Suzanne Kart is Director of Marketing for the Learning Resources Network, a national association in lifelong learning. Her previous work includes being Marketing Manager at Delta College in Saginaw, Michigan, Director of Marketing at United Way of Saginaw County, and Anchor/Reporter at KWLO/KFMW. She received her master’s degree in education from Michigan State University.
Her current work involves inbound marketing, eMarketing, social networks, blogs, as well as traditional print and direct marketing. She does training, consulting, and  speaking on marketing throughout North America.


Course Objectives
  • To provide a thorough understanding of Inbound marketing.
  • To address the challenges and opportunities in building and executing an Inbound marketing plan.
  • To explain the best techniques of using social media, websites, email, and search engine optimization to further your Inbound marketing efforts.
  • To provide the skills to make sure your potential customers find you in the digital world.

Course Outcomes

At the end of this you will:
  • Know how to utilize Inbound marketing as a tool to attract leads.
  • Possess the skills to develop relationships with your leads and turn them into customers.
  • Have the ability to create good website and blog content including calls to action that create strong customer conversions.
  • Take away the knowledge of how to use social media, SEO, and content to sell your product or service.
Completion Requirements