Welcome to Week 2

♪ [music] ♪ You’re all very welcome. So this week, we’re going to build on the concepts we covered in week one, which were channel planning and how to connect with the customer using things like buyer personas, content, and social media marketing. Now, we’re going to turn to inbound and outbound marketing and how these channels can be used to drive valuable customer engagements. We’re going to begin by looking at ways of using inbound channels in your digital marketing plan, channels like Google search ads, search engine optimization, also known as SEO, email marketing, and affiliates.

These inbound channels typically drive sales or conversions for your business, so it’s really important to know how to get the most from them to ensure that you’re getting enough inbound inquiries. We’ll also explore outbound marketing and how it can assist in driving sales and conversions, because it will be able to drive product and brand awareness from your target personas. We’ll cover a lot of high impact learning around channel choice this week. And when you finished, you should take a little bit of time to reflect and consider, what is the purpose of each channel type in your digital toolkit, and what kind of inbound or outbound actions can you expect from these channels?

When you know who you are targeting and how you are targeting which channels, you will be able to move on to the next step, which is creating a channel plan to ensure your customers take the actions you want them to take on your website. And that, of course, will be the subject of next week’s lesson. ♪ [music] ♪