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Building a business strategy

From the course: Online Marketing Foundations

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  • 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.

    This course is part of a Learning Path approved by the American Marketing Association.

    Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.


    • Brad Batesole

      Brad Batesole

      Chief Learning Officer, Growth Marketing Consultant & Marketing Author on LinkedIn Learning
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      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

      View all courses by Brad Batesole
  • 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…

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