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2019 Marketing Masterclass for Leaders & Startups
Introduction
Welcome to the Course (3:12)
Session 1: Building Your Model
Welcome to Session 1 (1:21)
Introduction to Building Your Model (4:30)
Role of Marketing (8:54)
Importance of Marketing (3:37)
Building Your Model (1:08)
Step 1: Know Your Numbers (11:39)
HOMEWORK: KNOW YOUR NUMBERS (2:25)
Step 2: Measuring (9:11)
Experience Mapping (4:17)
The Buying Process (8:21)
HOMEWORK: BUYER JOURNEY QUESTIONS (2:22)
Step 3: Conversion Rates (8:10)
Industry Averages (12:12)
Step 4: Building Your Model (5:07)
Knowing the Value of a Lead (4:24)
HOMEWORK: BUILD YOUR MODEL (3:02)
Step 5: Building Your Scenarios (8:18)
HOMEWORK: BUILD YOUR FUNNEL (2:58)
Practical Campaign Models (10:26)
Next Steps (2:32)
Session 2: The Belief Framework
Welcome to Session 2 (1:04)
Introduction to the Belief Framework (11:58)
Rule 1: Everybody has Beliefs (7:09)
Rule 2: Belief is a Strong Motivator (7:41)
Rule 3: Belief Preceds Behavior (5:34)
Rule 4: All Beliefs can be Developed (2:10)
Rule 5: Beliefs can be Measured (4:18)
The 5 Belief Framework Principles (2:44)
Principle 1: Act Like a Mentor (6:27)
Definition of Mentorship (4:16)
A Mentor is Other-Centered (3:08)
A Mentor is Authentic (5:07)
A Mentor is Empathetic (4:28)
A Mentor is an Authority (4:42)
A Mentor is Committed (4:50)
Principle 2: Your Customer is Human (2:18)
Introduction to Personas (6:00)
HOMEWORK: DEFINING YOUR TARGET MARKET (2:49)
Elements of a Good Persona (8:16)
Telling Your Persona's Story (6:17)
HOMEWORK: PERSONAS (5:15)
Principle 3: Identify and Establish the Need (8:12)
Defining Consumer Needs (6:07)
Discovering Your Genuine Contribution (11:35)
Create or Satisfy Needs? (3:31)
HOMEWORK: IDENTIFY AND ESTABLISH THE NEED (3:55)
Principle 4: You Have the Solution (4:26)
Journey Specific Solutions (9:26)
HOMEWORK: ESTABLISHING THE SOLUTION (4:01)
Content Types per Stage (7:47)
HOMEWORK: DEFINING THE BUYING PROCESS (2:34)
Principle 5: People Respond to Direction (5:02)
Ad & Brand Exposure (4:32)
Two Types of Actions (5:56)
Creating the Belief Framework (2:48)
HOMEWORK: THE BELIEF FRAMEWORK (9:49)
Values-Based vs Fear-Based Marketing (5:37)
Features vs Benefits (5:08)
Session 3: Conversion Rate Optimization (CRO)
Welcome to Session 3 (1:10)
Introduction to CRO (11:03)
Defining Conversion (13:23)
Building Your Conversion Plan (7:06)
STEP 1: MEASURE (12:25)
3 Primary Methods of Data Analysis (8:54)
Data Tools and Tags (7:07)
HOMEWORK: INSTALLING TOOLS (7:03)
Important KPIs (4:11)
Funnel Pages (3:11)
HOMEWORK: DASHBOARD & REPORTS (3:47)
HOMEWORK: SEGMENTS (3:04)
STEP 2: ANALYZE (8:31)
Funnel Touchpoints (10:37)
STEP 3: STRATEGIZE (0:30)
Hypothesize (11:15)
Prioritize (2:47)
HOMEWORK: CRO WORKLOG (10:17)
STEP 4: DESIGN (3:54)
Mobile Design (4:47)
Buzzword Compliance (1:21)
User Experience (3:11)
Consumer Focus (2:11)
What's Missing? (4:09)
STEP 5: IMPLEMENT (10:39)
STEP 6: LEARN (4:30)
Key CRO Takeaways (2:54)
Session 4: Search Engine Optimization (SEO)
Welcome to Session 4 (1:21)
Introduction to SEO (8:04)
Defining Modern SEO (6:39)
The 5 Primary Keys of SEO (6:37)
Common SEO Myths and Misconceptions (6:55)
Why is SEO Important? (3:39)
The SEO Plan (1:28)
PART 1: TECHNICAL SEO (9:09)
Meta Tags (5:24)
Meta Tag: Title (5:37)
Meta Tag: Description (4:57)
URL Construction (5:27)
Duplicate Content (4:03)
PART 2: CONTENT (4:06)
Stage 1: Keyword Research (7:44)
4 Steps of Keyword Research (10:53)
HOMEWORK: KEYWORD LIST (7:03)
Stage 2: Content Audit (5:48)
Conducting a Content Audit (11:16)
Stage 3: Competitor Analysis (11:24)
HOMEWORK: SITE COMPARISON (7:38)
Stage 4: User Experience (14:44)
PART 3: LINKING (3:58)
Internal Linking (4:15)
External Linking (6:39)
Link Flywheel (5:02)
Link Types (4:19)
Link Building Strategies (7:45)
Social's Impact on SEO (3:37)
HOMEWORK: SOCIAL INFLUENCERS (8:02)
METRICS (2:14)
Metric: Keyword Rankings (4:31)
Metric: Backlinks & Linking Root Domains (4:44)
Metric: Organic Traffic (2:27)
Metric: Average Time-On-Page (2:48)
Metric: Pages Per Session (3:04)
Metric: Returning Users (2:40)
Metric: Bounce Rate (2:23)
Metric: Page Speed (3:29)
Metric: Traffic By Device (3:05)
Metric: Conversions (1:43)
Session 5: Content Engagement Plan
Welcome to Session 5 (1:21)
Introduction to Content Engagement Plan (9:49)
Modern Marketing Funnel (2:39)
Why Content Fails (5:27)
What Makes Content Valuable? (4:30)
Interactive Content (4:05)
Personalize Content (7:35)
Full-Funnel Content Plan (11:30)
Defining Content Type (6:49)
Consumer-Centric Content (5:34)
STAGE 1: TOFU CONTENT (8:46)
TOFU Spotlight: Social Media (2:16)
TOFU Content Examples (7:29)
STAGE 2: MOFU CONTENT (6:29)
MOFU Goals and Tactics (3:58)
MOFU Content Examples (10:59)
STAGE 3: BOFU CONTENT (6:35)
BOFU Goals and Tactics (5:05)
BOFU Content Examples (6:48)
STAGE 4: RETENTION CONTENT (3:11)
BOFU Goals and Content Types (3:56)
Retention Content Examples (6:17)
Measuring Success (7:16)
HOMEWORK: CONTENT ENGAGEMENT PLAN (8:10)
Session 6: Multi-Channel Lead Acquisition
Welcome to Session 6 (1:26)
Introduction to Multi-Channel Lead Acquisition (5:56)
#1: DATA INFORMED (5:34)
Primary Success Metrics (12:53)
Syncing Your Accounts (2:30)
Tracking & UTM Codes (10:08)
HOMEWORK: UTM CODES (3:39)
Custom Dashboards (2:23)
HOMEWORK: DASHBOARD, REPORTS & SEGMENTS (6:51)
#2: ALL CHANNELS ARE PART OF THE JOURNEY (4:55)
#3: INTEGRATED MARKETING COMMUNICATIONS (IMC) (5:22)
IMC Defined (5:07)
IMC Strategy (3:29)
IMC Examples & Marketing Mix (10:51)
#4: DEVICE AGNOSTICISM (14:43)
#5: BRANDED STYLE GUIDE (7:07)
Manual of Styles (9:03)
Example Style Guides (3:22)
CHANNEL: EMAIL (3:22)
Email Metrics (9:17)
Email Design (8:33)
Email Personalization (5:48)
Lead Nurturing Campaigns (7:35)
Different Types of Lead Nurturing Emails (7:00)
Growing Subscribers (3:11)
CHANNEL: SOCIAL (7:37)
LinkedIn (2:14)
Facebook (3:47)
Twitter (2:20)
YouTube (2:35)
Other Social Networks (1:40)
CHANNEL: SEARCH MARKETING (1:43)
#1: Be Found at Every Stage (2:14)
#2: Drive Dual Strategies (3:02)
#3: Boost Conversions (2:51)
#4: Dominate the SERPs (2:55)
#5: Conversions (2:04)
Integrate, Don't Separate (3:14)
CHANNEL: REMARKETING (8:26)
Why Remarketing Works (3:00)
Different Types of Remarketing (2:39)
#3: INTEGRATED MARKETING COMMUNICATIONS (IMC)
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