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Course  //  Internet Marketing Health Check - AU $97.00

The Internet Marketing Health Check  is the ideal training course for individuals who want to review and improve their online marketing strategy. You will learn which online channels will deliver the most benefits to your business and how to prioritise this into an effective action plan.

Following this training course, you will understand how to:

  • Create a comprehensive checklist for you or your website / SEO provider
  • Identify core online marketing strategies that you need to implement in your business
  • Make informed decisions on your search engine marketing strategy
  • Better understand how to convert online visitors into bookings or enquires
  • Identify weaknesses and opportunities in your Internet marketing strategy
  • Gain an insight into the most effective online marketing channels and be able to prioritise what to focus on
  • Determine the reports you will need monitor the effectiveness of your online marketing activity

This course is designed to provide you with an effective online action plan, but does not walk you through a step-by-step guide of how to implement each action. Additional resources will be provided so that you know where to go to implement your strategy.

Course Outline

Phase 1: Planning to Take Off

1. Getting started with the Internet marketing checklist

What the Internet marketing assessment will do for you

(15 mins)

This Internet marketing health check training course will take you through over 120 key online marketing action points you can implement to get your online strategy humming along.

2. Research your online competitors

Online brand protection

(10 mins)

Namecheck.com provides you with a free search report to reveal if your brand has been taken as a domain name, social media username or trademark – this will help determine if there is possible damage to your reputation, someone benefiting off your business name or trademark or an infringement.

Identify your website goals

(15 mins)

Your goals need to be S.M.A.R.T (Specific, Measurable, Achievable, Realistic and Time-bound) business goals. These goals can cover anything from increasing membership, generating leads, building trust, entertaining and improving the customer relationship just to name a few.

Find out who is out ranking you on Google

(45 mins)

Have you ever wondered why your competitors are consistently ranking higheron the search engine results lists than your business? Assessing and comparingyour website’s performance against those of your top competitors will help you todetermine the strengths of your competitors and identify the areas of your websiteand Internet marketing campaign that need modification and attention.

Does your competitor have more links than you?

(15 mins)

One of the most important things you will need to do when you build up your website is to get a lot of highly qualified traffic to your website, in order to do that you want a high search engine ranking so you can get traffic for free.

Learn how to optimise your page titles and descriptions

(20 mins)

A well written Meta title and description can be the only thing that separates a potential customer clicking through to your websites vs. your competitors. Learn how to review your competitors meta information and gain insights on how you can make your listings more compelling than your competitors.

Discover if you are lacking content indexed by Google

(15 mins)

How much content does your competitor have indexed on Google compared to your website? Content is still king and competitors with a greater amount pages containing targeted content stand a greater chance of displaying in the search results because each page can be optimised for a targeted keyword phrase.

Are your competitors running AdWords or Pay Per Click Marketing

(15 mins)

Discover if your competitors are running AdWord campaigns and exactly what Ad's and keywords they are targeting.

3. Keyword research and selection

There is no such thing as overstating it; keyword marketing is the number 1 essential skill you must master if you want to make money online. These tutorials show you how to get started with selecting the right keywords for your business.

Keyword selection for search engine optimisation

(15 mins)

Search Engine Optimisation really isn't rocket science but there is a lot to know and consider when optimizing one's website. At the forefront is the understanding of keywords/keyword phrases and what affect they have on your ability to get targeted website traffic.

Finding the best keywords for your website

(30 mins)

There is no such thing as overstating it; keyword marketing is the number 1 essential skill you must master if you want to make money online. Keywords and the traffic they generate are the life blood of any online business. Learn how to create an excel spreadsheet or mind map listing your top keyword phrases and associated search volume.

Mapping your keywords to your website

(30 mins)

With your keyword research completed, you are now ready to plan your website structure and content strategy. Learn how to map your most profitable keywords to your website structure.

Setup a rank checking report

(20 mins)

Learn what free software you can use to set-up a ranking checker report to monitor the performance of your keywords so you can see how effective your search engine optimisation initiatives are at increasing your ranking month on month.

Buying a domain name the right way

(15 mins)

When it comes to making your online presence professional buying domain name is one of the best things you can do for your online business. With so many free options available online, many people mistakenly think that they will be just as successful (and save money) by going the free route, but there are a few problems with that line of thought.

4. Setting up an effective website structure

Getting a good website structure in place involves selecting the right content management system (CMS), hosting provider, email solution through to getting a professional design. Taking shortcuts or not thinking through the flow on implications to your marketing strategy could be a costly mistake. We'll show you what you need to consider to ensure you have a solid foundation in place for an effective online marketing strategy.

What makes a good website

(10 mins)

Useful, usable, desirable, findable, accessible, credible are qualities that make a valuable website which is essential to the online success of your business

Selecting a good web host

(15 mins)

Make sure your website host and email provider meet the essential requirements to run an effective website and business.

Select the right CMS and website design

(15 mins)

Once upon a time (not so long ago) it was perfectly acceptable to whip up a quick website in Dreamweaver with a couple paragraphs of text, a few pretty pictures add a link (or 100) and ‘Bobs your uncle’ you’re ready to go. But as all things do, the internet has grown and evolved and our needs and desires are much more complex than they ever were before (not to mention we actually want to manage our website and keep information up to date).

Does your website have enough content to be findable and useful

(15 mins)

Every page of content you have on your website is a chance to optimise and rank for a particular keyword or secondary long tail keywords. Most small business grossly under estimate the importance of continually building out quality content but it can be one of the most cost effective marketing activities that you undertake.

Optimising your content for search engines

(25 mins)

Search Engine Optimisation is generally comprised of two distinctly different activities... optimising the website itself , referred to as "on page" optimisation which this tutorial covers, and increasing the authority of the website in the eyes of the search engines, referred to as "off page" optimisation.

Setting up Google Webmaster tools

(20 mins)

Google Webmaster Tools provides you with detailed reports about your websites visibility on Google. It’s like having your own personal website doctor currently monitoring the performance, useability and find ability of your website. See how to set this up on your website.

Setting up visitor tracking – Google Anaytics

(15 mins)

Google Analytics is a powerful free tool that gives you a better understanding on why web visitors visit your site. You can see which keywords are most effectively used in the website, the way visitors visit the site and interact with it.

Mobile website optimisation

(15 mins)

People are relying on mobile devices more than ever – and less on their PC’s. You may not be one of them. That makes it even more important that you realise how to prepare your website for the onslaught of mobile users.

Phase 2: Attracting Website Visitors

1. Search Engine Optimisation & Link Building

One of the most important things you will need to do when you build up your internet business is to get a lot of highly qualified traffic to your website, in order to do that you want a high search engine ranking so you can get traffic for free. Using inbound links can account for around 40% of your page rank and help you get more traffic.

What Is Search Engine Optimisation?

(15 mins)

Whether you've created a website already or are planning to create one in the near future, you know that's only half the battle. The other half is getting your website found in the search engines in hopes of attracting those interested in the type of products or services you offer.

How to Get Improved Search Engine Rankings

(15 mins)

Improved search engine rankings can be obtained in hundreds of different ways. Most of them involve "SEOing" your site more efficiently. SEO (search engine optimisation) is basecally a way to get the search engines to like you, and therefore favor you in their rankings.

The importance of building quality backlinks

(15 mins)

The number of links you have coming to your site is one of the factors that the search engines will take into consideration when it comes to rank. If they see that your site has a lot of links from other sites online they will consider that almost like an 'endorsement' for your site.

2. Local search (Google Places)

Two facts - “20% of searches on Google are related to location” and “Microsoft: 53% of Mobile Searches Have Local Intent”. Most businesses can't afford to ignore local search, learn what you need to do to optimise your local search listing.

How to profit from Google places

(20 mins)

With Google Places, you can create highly targeted advertisements that put your campaign up front and center, so that whenever someone types in a name of a product, service or company, your ad is displayed among the search results.

3. Blogging you way to new customers

Blog's are a great way to attract all those long tail keyword searches (Hint:the ones that make you money) without cluttering up your main sales pages. They help you reach new audiences and provide a glimpse into what your business is like to deal with. Learn how a blog can help your business attract and convert visitors into customers.

Blogging 101

(20 mins)

Blog posts can bring visitors into your website; visitors who will join your RSS feed and participate with your site in the future. When you take the time to create blog posts that suck visitors in, you'll have a great foundation on which to build your online business.

4. Press releases

Press releases are often forgotten about, yet they can still be an extremely effective form of Internet marketing. There are also a few differences you need to be aware of when writing online press releases. Learn how to use press releases to attract new visitors to your website.

Press release power

(15 mins)

Google loves press releases – The spiders from Google literally hang out at the press release sites. Because the press release sites are continually publishing new stories, events and news the spiders love this and eat it up. So submissions of press releases are quickly indexed.

5. Search engine marketing

Learn about the benefits of search engine marketing or PPC to instantly advertise your business for keywords that you would not normally be able to rank for on Google without considerable time and cost.

How to Make Your Business “Click”

(20 mins)

In essence, PPC advertising is all about bidding for the top or leading position on search engine results and listings. Advertisers do this by buying or bidding on keyword phrases that are relevant to their products or services - the higher the bid, the higher the spot on the search results

6. Major directory listings

Directories can provide a rapid way to get new links to a site. Opinions on how to approach this range from submitting to every directory in site, to being highly selective. We'll show you where to find the best directories and how to get listed.

The Best SEO Friendly Directories

(15 mins)

Directory submission is a process where website owners will submit their website to a directory in order to increase their inbound links which in turn may help boost your organic SEO rankings. Directories can provide a rapid way to get new links to a site. Opinions on how to approach this range from submitting to every directory in site, to being highly selective. We have listed some that they recommend.

7. Content marketing

Content is your web presence. It’s why the web exists. It’s how people find you. Most small business don't realise the benefits a content strategy can bring. Content has long-term payoff. Unlike advertising, great content will stay around and provide you with ongoing results. It’s an investment that keeps on giving. Learn how you can generate a stream of content regardless of your writing ability or time restrictions.

How to Build Your Business With Content

(15 mins)

In marketing, it’s a fact: He who has the most engaging content wins. In other words, you no longer can expect people’s attention; you have to earn their attention. But when you see all the noise out there, it’s clear that not every marketer has gotten the memo. Content should be one of the pieces in your marketing strategy focused on generating organic interest.

Phase 3: Converting Visitors into Customers

1. Conversion rate optimisation (CRO)

Converting your website visitors into customers is one of the most overlooked areas of online marketing yet often one that brings the best return. Find out what you can do to increase your website conversation rates.

How to increase website sales

(60 mins)

Conversion rate optimization (CRO) is the art and science of persuading your site visitors to take actions that benefit you, by making a purchase, offering a donation, or committing to some positive future action. If you take away anything from this tutorial make it this - "A low conversion rate will cripple everything else you do online. "

2. Booking systems

Coming soon - Do you have an easy to use and secure booking system or e-commerce checkout on your website. Learn about how you can select and track the effectiveness of your booking system.

Online Booking Systems

(20 mins)

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PHASE 4: Relating & Creating Passionate Customers

1. Facebook basics

With over 800 million users globally, odds are that you’re a Facebook user too. With such a massive user base, Facebook is a great opportunity for businesses looking to create an online presence. If you’re a business owner, you really need to set up a Business page or else you risk that chance of having your competitor take the lead.

Facebook Basics

(10 mins)

With over 800 million users globally, odds are that you’re a Facebook user too. With such a massive user base, Facebook is a great opportunity for businesses looking to create an online presence. If you’re a business owner, you really need to set up a Business page or else you risk that chance of having your competitor take the lead.

2. Twitter for business

Coming soon - With so many online marketing activities demanding our attention it's understandable for many to neglect 'tweeting' on Twitter as an important action item but before you write it off take a moment to learn about the 15 benefits it can have for your business.

Twitter for Business

(15 mins)

With so many online marketing activities demanding our attention it's understandable for many to neglect 'tweeting' on Twitter as an important action item but before you write it off take a moment to learn about the 15 benefits it can have for your business.

3. TripAdvisor essentials

Coming soon - Learn the basics of how to optimise your TripAdvisor listing and effectively manage your online reputation.

TripAdvisor Essentials

(15 mins)

TripAdvisor is a global review system for accommodation and tourism providers. When someone stays at your accommodation or is a client they can then log on to the site and leave a review of your services along with a rating and who they would recommend it for.

4. Reputation management

Do you know what people are saying about you online? Our reputation management tips will help you get a proactive strategy in place to listen and engage with online influencers.

Online reputation management

(15 mins)

Being aware of your online reputation and taking steps to managing it is crucial in this day and age as online reviews and mentions of your business are being given a lot of consideration by potential clients.

5. Email marketing

Coming soon - Building a targeted email marketing list can be one of the most profitable online initiatives you can take but in today's spam filled world you need to think outside the square to remain outside of the spam filters. Learn the basics of how you can implement email marketing in your business.

6. What next?

Coming soon - Our Internet marketing check-list is a great place to learn about the various online marketing options available and to quickly identify your high priority items but if you're looking for specific "how to" information to take any of these to the next level this tutorial will show you where to go next.