Introduction to Inbound Marketing

Aim

In this course, students will explore the fundamentals of marketing for a business, including inbound marketing, audience profiling, digital channel analysis, and measurable goal setting with action items.

Rationale

As a business owner in the digital marketing space, you will learn how to create a buyer persona, create a measurable marketing plan, determine goals and benchmarks, and determine a content strategy.

Learning Outcomes

Upon successful completion of this course, students will understand how to:

• Define inbound marketing and explain its advantages over traditional marketing methods.
• Develop a comprehensive buyer persona for a business, including demographic information, pain points, and preferences.
• Create a detailed brand persona that aligns with the values, voice, and identity of a business.
• Incorporate storytelling techniques effectively into the brand message to engage and resonate with the target audience.
• Evaluate and select the most suitable marketing channels based on the target audience, business objectives, and industry trends.
• Develop a marketing plan that is actionable, measurable, and accountable, including setting SMART goals and outlining strategies for implementation.
• Construct a content plan with clear objectives, utilizing the appropriate channels and integrating the brand persona, buyer persona, and brand story.
• Utilize key metrics and tools to measure the effectiveness of marketing efforts and make data-driven decisions for optimization.
• Apply learned concepts and strategies to real-world scenarios, adapting marketing approaches to meet evolving business needs.
• Demonstrate an understanding of fundamental marketing principles and their practical application in developing successful marketing campaigns.