Building a business strategy

From the course: Online Marketing Foundations

  • Course details

    Learn how to promote your business effectively online and develop a targeted online marketing strategy that engages potential customers throughout the digital landscape. In this course, Brad Batesole explains today's digital marketing techniques in simple terms, demonstrating how to build a successful online marketing campaign for all digital channels: search, video, social, email, and display.

    Brad shows how to evaluate your website and identify conversion goals, measure and interpret website analytics, get the most out of SEO, and set up your first text and display ads. See how to connect with communities on the leading social networks, learn best practices for developing and distributing video marketing content, and find out what makes an email marketing campaign successful. This course also covers content marketing, mobile marketing, and influencer marketing, as well as recommendations for expanding your digital marketing skillset. Upon completing this foundational digital marketing course, you'll be equipped with skills and strategies that can help you navigate today's online landscape and develop a smart plan of action.


    • Click here to view Brad Batesole’s instructor page

      Brad Batesole

      Partner @ Madecraft | Instructor @ LinkedIn Learning | Growth Marketer

      Brad Batesole is an internationally recognized marketing thought leader.

      Brad has led teams at top companies including LinkedIn, LegalZoom,, and TMZ. He's a proven entrepreneur, startup advisor, and growth marketing expert. His wildly popular instructional marketing courses are among the most watched online.

      Brad has spent more than 15 years working at the crossroads of growth marketing, business development, and advertising. He was featured in Entrepreneur magazine after launching his first successful business at the age of 15. Brad honed his skills working as a growth consultant alongside brands large and small, including Warby Parker, Staples, BioLite, Dickies, and Urban Outfitters. He has also served as an advisor to multiple startups, providing marketing direction and strategic advice.

      In addition to speaking at conferences nationwide, including CES and SXSW, Brad is constantly learning the latest marketing tools and technologies. Brad's passion for marketing is rivaled only by his passion for flying and whiskey—at separate times, of course.

      Today, Brad is the chief learning officer at MadeCraft and can be found on Twitter @bradbatesole or

    Skills covered in this course

    For each course you will get

    • Exercise files and quizzes
    • Certificate of completion from LinkedIn
    • Offline and audio-only options
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  • Connecting with customers online

    - The first of our three strategies is the business strategy. Here, we wanna identify the mission statement, objectives, value proposition and the elevator pitch. These four elements help to focus our attention and they'll make it easier as we look at our customer and marketing strategies. But before we get there, we need to cross the basic off the list. Is your business digital? Do you have the right structure in place? Will your online marketing efforts fit into your existing process? And do you have the time necessary to maintain your strategy? We'll talk about the minimum effort required within each channel but you'll still need to know that you can maintain the day-to-day. One of the biggest challenges of online marketing is keeping things up to date. You can only plan an effective strategy if you have a clear understanding of your business from the start. You need a big picture view to determine which route makes the most sense. and when you hit a hurdle, you'll need that big picture view to pick a new route that gets you to your destination. So let's get back to building our business strategy. I've put together a very basic worksheet that you can use to start collecting your thoughts. Feel free to expand this in as much detail as you need. I'm a fan of keeping strategies simple. You need to be able to reference this quickly and socialize it with others without it taking a long time to read through. At this stage, we're just trying to get a dart on a dartboard. Marketing is very iterative, things change. Over time, you can refine your strategy to find a way to get closer to that bullseye. Okay, so we need to start by defining our mission statement. This one sentence should summarize what we're trying to do. It can be vague but it should be able to stand up on its own. You'll use your mission statement to keep everything else in check. In this table, I like to put it at the top. This is so I can refer to it as I fill in the additional elements. I'm going to use an example from an brand called H+ Sport and replace the information accordingly. Next, we should define at least three organizational objectives. And you can have more, if you're so inclined. These should be the pieces that are necessary to keep the business running and to maintain your brand identity. It can be anything from selling product to increasing signups. So for H+, our objectives are to sell nutritional products, be a socially responsible company and receive validation from the athletic community. These are the makeup of what the business is set out to do. Next, we need to identify the value proposition of those objectives. Why do you stand out? What makes you unique? Why would someone choose you over your competitor? Ideally, you'll select one or two value propositions for each of your objectives. Finally, add your elevator pitch. Your pitch helps you think concisely. Online marketing has many channels that limit the amount of information you can communicate. So this is a great opportunity to practice thinking in a concise manner. For H+, I've created a two-sentence pitch that I think sums up the brand nicely. So pick and choose the elements that are specific to your business. Going through this process will help you understand who your business is and where you want your online marketing efforts to take you.

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