Internet Marketing Mastery Journey

Andrea Risch's Mastery Journal. I am in the Internet Marketing Master's Program. I am entrepreneurial by nature and plan to learn the latest marketing skills to eventually be an independent marketing agent.

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(via Guided Meditations)

Meditation can remove stress and replace it with a dose of inner peace. But it can be tough to meditate with . . .

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Beginning to use consistent colors and style for all online posts.  Also including keyword tags!

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Final Mastery Reflection

My journey to mastering Internet Marketing began last January and though classes recently finished, the journey continues. The next phase requires honing these newly acquired skills for a position in Internet marketing. 

I learned numerous skills for digital storytelling and branding, search engine optimization (SEO), Pay-Per-Click (PPC) advertising, email, social marketing, and analytics.  I became Google Analytics certified (GAIQ)! 

 I discovered several online tools for managing a brand’s digital reputation and research. For social monitoring: Klout, Hootesuite and Google Alerts.  For research: SEMRush, SpyFU and Google Trends.  

The most helpful project was the Internet Marketing Plan combining everything learned throughout the courses into an integrated strategy for the case study company Vail Trappings. In addition to course work, Full Sail helped with resume improvements and practice interviews. 

My action list includes hiring a professional photographer for improving my online profiles and using consistent colors and style, after creating graphics in Canva, for social media posts.  I also plan to upload my course projects to an online portfolio and add these presentations to Slideshare and YouTube; I already created a channel.   I look forward to the next phase: a position as an Internet Marketing professional.

Image Credit: 

Galloway, J. (2009, December 20). Venn Diagram - Dream Job. Retrieved [Digital image]  December 22, 2015, from https://www.flickr.com/photos/jongalloway/4201087549

References

https://www.google.com/trends/

https://www.google.com/alerts

https://hootsuite.com

https://klout.com/home

https://www.semrush.com

http://www.spyfu.com  

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Internet and the Law

My objective for this course was understanding what laws, specifically focusing on privacy and copyright, apply to the Internet and identifying the necessary legal resources for beginning my Internet Marketing career.  The course assignments indeed focused on privacy and copyright, but also jurisdiction, cyber crimes, spam, workplace monitoring and defamation. However, I did not find any legal resources that would help professionally.  

Several laws relate to the Internet: CAN-SPAM, the Digital Millennium Copyright Act (DMCA), the Identity Theft Penalty Enhancement Act, and the Communications Decency Act (CDA). The CAN-SPAM act attempts to minimize junk email, also called spam.  This sets guidelines for using email marketing in my career.  The DMCA will be important, if I write a blog or gather user generated content for a website, since it covers copyright issues.  

The Identity Theft Penalty Enhancement Act deals with cyber crime and while not applicable to me professionally, opened my eyes to the extent these crimes happen and what they cost globally.  The CDA, specifically section 230, states “No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider" (Eff.org, n.d.).  This provides important protection against defamation lawsuits to websites that contain user-generated content.

As in other courses, Internet and the Law consisted of assignments and discussions.  The assignments allowed me to use different software like Keynote and Photo Booth.  The instructor for this class pointed out that I struggle with grammar periodically in my written assignments.  As a result, I plan to use Full Sail’s writing center to complete my final project for the Internet Marketing Masters Program.  I value constructive criticism because it shows me where I need improvement.

References

Image Credit: https://flic.kr/p/dvMZm5

Section 230 of the Communications Decency Act. (n.d.). Retrieved November 22, 2015, from http://www.eff.org/issues/cda230

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Mastery Reflection: Web Analytics and Optimization

 “Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends” (Rouse, n.d.)

This course added a valuable resume skill:  the Google Analytics Individual Qualification (GAIQ).  Google Analytics is a free tool that gathers data so companies can gauge their website’s performance by answering questions like (ePower.com, n.d.):

    Who is visiting?

    Where do visitors come from?

    What are they doing?

    How long are they staying?

    Are they taking any action?    

 (placester.com)

References

Digital Analytics Fundamentals. (n.d.). Retrieved October 21, 2015, from    https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4

Honeysett, A. (n.d.). Google Analytics 101: 3 Key Things You Can Learn. Retrieved October 21, 2015, from https://www.themuse.com/advice/google-analytics-101-3-key-things-you-can-learn

[Infographic] An Introduction to Google Analytics for Real Estate. (n.d.). Retrieved October 21, 2015, from https://placester.com/real-estate-marketing-academy/infographic-an-introduction-to-google-analytics-for-real-estate/placester-google-analytics-for-real-estate-infographic/

Rouse, M. (n.d.). What is Web analytics? - Definition from WhatIs.com. Retrieved October 21, 2015, from http://searchcrm.techtarget.com/definition/Web-analytics

What Can Google Analytics Do For Me? (n.d.). Retrieved October 21, 2015, from http://www.epower.com/what-can-google-analytics-do.php

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Strategic Internet Public Relations

(Snider, 2014)

Goal: Design a public relations online campaign.

This course defined Public Relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (PRSA, n.d.).  This encompasses more than just managing media relations.  Mike Cherenson, a former Chair and CEO of the Public Relations Society of America, feels PR also ties into SEO: “The future of SEO is not in the technology, it’s in the ability to tell stories that readers and Google will find interesting… and that’s public relations” (McGaffin, 2012).

Skills Required

According to PR consultant Ken Jacobs seven skills are required for PR professionals (Jacobs, 2014):

The need for speed: “It will be more critical to be efficient — you must identify processes that allow you to scale and move quickly — and effective” (Jacobs, 2014).

An increasing emphasis on flexibility.

A willingness to be bold.

The ability to adapt to new technologies.

A global mindset.

A strong vision, with the ability to see what’s ahead.

The desire for personal growth and accelerated learning.

I learned

I learned how to collaborate online using Facebook Groups and Google Hangouts which will help when I work in Internet Marketing and completed these specific tasks:

How to write and distribute an effective press release.

What an effective online Press Room looks like.

How to create an internal PR strategy.

How to create a PR crisis strategy.

  References

Jacobs, K. (2014, April 8). 7 skills PR leaders need to succeed in the coming years: Do you have what it takes? Retrieved September 22, 2015, from http://www.prsa.org/Intelligence/TheStrategist/Articles/view/10605/1092/7_Skills_PR_Leaders_Need_to_Succeed_in_the_Coming#.VgG55LT_TjI

McGaffin, K. (2012, December 31). 10 reasons why Public Relations is a 'must-do' for SEO in 2013. Retrieved September 22, 2015, from http://searchenginewatch.com/sew/how-to/2232614/10-reasons-why-public-relations-is-a-mustdo-for-seo-in-2013

Snider, A. (2014, April 13). Public relations: Perception vs. reality. [digital image].  Retrieved September 22, 2015, from http://www.adamsnider.com/portfolio/public-relations-perception-vs-reality/

What is Public Relations? (n.d.). Retrieved September 22, 2015, from http://www.prsa.org/aboutprsa/publicrelationsdefined/#.VgGeDrT_

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Advanced Search Engine Optimization

         This course familiarized me with effective online tools I will need for Internet marketing while sharpening my technical, research and organization skills.  We examined advanced keyword strategies and analysis, conducted competitor research for a PPC campaign, prepared a proposal, reviewed website architecture, discussed link building and learned how to optimize for local search. Several online tools were used giving me practical experience with data collection and interpretation.  After learning all the tools and techniques in this course plus everything for the Internet Marketing Masters Program it is easy to go overboard with technical adjustments, so also learning about over-optimizing was very helpful.

           The class began by discussing advanced keyword strategies for increasing targeted traffic, reducing bounce rates, increasing conversion rates, as well as rankings with less competition.  “Think about what a consumer would search for to find your business or its products/services. If you always stay in that mindset, you’ll be able to figure out what it will take to give the searcher what they want” (Barker, 2015).  Keywords were then analyzed using SpyFU revealing their search volume, click-through-rate and cost-per-click. (SpyFU.com)  For the second week these keywords were combined with competitor research to create a PPC proposal.  The third week focus was improving website architecture and building links, thereby increasing rankings and traffic.  The final week was about optimizing for local search and how to avoid over-optimization.

           A good website can improve using advanced keyword strategies, improving website architecture, building links and avoiding over-optimization.  Traffic and rankings can also increase using an effective PPC campaign and optimizing local search.

References

 Barker, S. (2015, April 20). 5 advanced keyword analysis tips for your ppc strategy. Retrieved August 26, 2015, from http://www.business2community.com/online-mar

Search Marketing Research & Tracking | SpyFu SEM Tools. (n.d.). Retrieved August 26, 2015, from http://www.spyfu.com

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Internet Marketing Mastery Journal-Advanced Internet Marketing Strategies

           My goal for this course was somewhat broad: learning about online promotions. The main project was an Internet Marketing Action Plan consisting of: relationship development, conversion optimization and traffic and promotion.  Preparing convincing proposals like this one will be valuable in my career in Internet Marketing. Understanding testing and cost analysis will also be important.

           First, the relationship development strategy aimed to define a target audience by demographics as well as psychographics, where they are in the AIDAS model and their buyer persona.  Different text ads were created appealing to four buyer personas: competitive, spontaneous, humanistic and methodical.  A Unique Value Proposition was then created to appeal to these potential customers.  The most challenging task was the UVP, but I settled on:

Vail Trappings creates design solutions: providing homeowners and designers with upholstery, draperies, blinds and custom sewing since 1997. We help you choose from a wide selection of the highest quality fabrics and Hunter Douglas blinds to create stylish, high quality interiors backed by a lifetime workmanship guarantee.

Second, the conversion optimization strategy created an effective landing page, conversion funnel optimization and proposed a testing plan.  The goal is finding which landing page elements (headline, call to action, images etc.) produce higher conversions.  Testing can be either simple A/B, or multivariate.

           Finally, the traffic and promotion strategy identified potential online publishers for broad, targeted, intention-based paid and email sponsorship campaigns along with cost and revenue projections.  Messaging and goals were unique to each audience.

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New Media Marketing

     I had a goal to for this class:  discover how to use blogs and video as marketing tools.  However, all projects focused more on using social media to create a brand ambassador program while considering increasing mobile usage.  First we created personas for customers, influencers and fans. Second we identified specific fans that also had social influence for my case study company Vail Trappings.  Third we created a brand ambassador program with specific marketing goals that tied to the overall business objectives.  Finally we established metrics for determining ROI.

     One of the most useful discussions was regarding how to deal with negative online comments.  Working as an Internet marketer I will need to handle these issues professionally and effectively.  It is possible to convert these unhappy customers into fans and potentially brand ambassadors.

     Another discussion regarding the demographics of social media will also prove useful professionally. “The goal is to empower you to better align your brand’s efforts with the social conversations that matter most, while making lasting, meaningful connections with core groups of brand loyalists” (Patterson, 2015).  Understanding how and where to reach buyers is fundamental to marketing.

References

Book, C. (n.d.). Convince and convert: Social media strategy and content marketing strategy. Retrieved June 22, 2015, from http://www.convinceandconvert.com/social-media-strategy/4-keys-to-turning-negative-commenters-into-brand-advocates/

Mulcrone, K. (2014, October 20). Using demographics to simplify your social media strategy. [Image] Retrieved June 22, 2015, from http://www.asbpe.org/blog/2014/10/20/using-demographics-to-simplify-your-social-media-strategy/

Patterson, M. (2015, May 4). Social media demographics for marketers | Sprout Social. Retrieved June 22, 2015, from http://sproutsocial.com/insights/new-social-media-demographics/

The one thing you need to do to create brand ambassadors with Social Media. (n.d.).  [Brand ambassador image] Retrieved June 22, 2015, from http://www.greenapplestrategy.com/blog/the-one-thing-you-need-to-do-to-create-brand-ambassadors-with-social-media/

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Mastery Reflection: Web Design and Usability

     For this course I learned how to make websites more usable and findable.  Our reference materials were numerous articles, the books Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability by Steve Krug. (Krug, 2014) and Aaron Walter’s Building Findable Websites. (Walter, 2008) The concept of findability means people can “find the websites they seek, find content within websites, and rediscover valuable content they’d found” (Walter, 2008). 

      First, as a class we analyzed CNN’s Sports Illustrated website over the years to see how it has evolved, as well as how they adapted the site for mobile use.   This site can be found at: http://www.si.com (n.d.). Second, I performed usability testing for Vail Trappings website located online at: https://www.vailtrappingsco.com and addressed some issues that were discovered. (n.d.)   Third, the concept of accessibility was introduced as a way to allow not only handicapped access to websites, but also make navigation clearer for every user.   Fourth, usability was looked at relating to mobile access.  Finally, we also looked at ways to improve our classmate’s websites and incorporated their feedback into improvements for our case study website.

In the Mastery class I had set up some goals for this class, but I did not achieve them. One was to view Lynda.com videos related to Web design, and another was to follow “A List Apart” blog and watch their Youtube videos.  However, I did use the Internet Archive Wayback Machine to see how a website evolves over time.

 References

 Krug, S. (2014). Don't make me think, revisited: A common sense approach to Web usability (Third ed.).  CA: Pearson. Retrieved 5/26/15, from http://ce.safaribooksonline.com/book/web-design-and-development/9780133597271

Sports News, Scores and Highlights from Sports Illustrated. (n.d.). Retrieved May 26, 2015, from http://www.si.com

Vail Trappings Co Reupholstery - Fabric - Blinds - Drapes. (n.d.). Retrieved May 26, 2015, from https://www.vailtrappingsco.com/Home.html

Walter, A. (2008). Building findable websites: Web standards, SEO, and beyond. Berkeley, CA: New Riders.  

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Business Storytelling and Brand Development

My goal for Business Storytellingand Brand Development was “developing my own effective brand that tells a storyof my unique skills and expertise”. (prezi.com/your/)  My brand should tell people who I am, what I do and why it matters, according to Marty Neumeier in The Brand Gap, but I am struggling with the last two. (Neumeier,2006)  Right now I am a full time student struggling to define my future role and why it matters.  In each assignment for this class I learned about creating emotional connections with customers and telling a compelling story, but am not yet sure what mine is or why my story matters.  

For the “Brand You” assignment I submitted: 

Small business owners need marketing strategies created with the three Es of enthusiasm, an entrepreneurial spirit and experience.  First, fuel your success with my enthusiasm plus a Masters of Science in Internet marketing.  Second, draw inspiration from an entrepreneurial spirit with almost 20 years experience running different small businesses: a fabric store and a massage practice.  Finally, let’s collaborate for effective, insightful solutions to your Internet marketing needs.  

This seems like a statement that is full of enthusiasm, but does not explain why anyone should hire me.  I am following the blogs I mentioned in my Mastery Timeline (Brand Freak, Media Post) and building my Personal Learning Network on Diigo, so I hope I am building a foundation for a viable career. 

References

Amrisch's Public Library. (n.d.). Retrieved March 25, 2015, from https://www.diigo.com/user/amrisch

BrandFreak. (n.d.). Retrieved March 25, 2015, from http://www.brandfreak.com

Image Credit: http://cursorch.deviantart.com/art/Modern-Communication-Technology-Flat-Illustration-428004339

MediaPost - News and Conferences for Media, Advertising and Marketing Professionals. (n.d.). Retrieved March 25, 2015, from http://www.mediapost.com

Neumeier, M. (2006). The Brand Gap. Berkekley, CA: Pearson.

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INTERNET MARKETING FUNDAMENTALS

     My goal for Internet Marketing Fundamentals was more understanding of digital marketing strategies like search engine optimization, social media and email. This class accomplished that goal; I also learned about affiliate marketing, local, display and search advertising.   I then learned how to analyze any strategy with free online tools. Finally, I added these tools to my Personal Learning Network on Diigo.

The course content was plentiful.  First, I learned the difference between inbound and outbound marketing and how each remains relevant. A social media campaign builds brand awareness and supports print and television ads. 

Second, I researched Vail Trappings including their target-market, environment (Vail, Colorado), and most importantly it’s industry, (upholstery, fabric, draperies, blinds).  I also performed a SWOT analysis.  This research moves me closer to my goal of becoming an independent marketing agent.  I have also discussed developing marketing strategies for Vail Trappings competitors, Silver Scissors LLC (upholstery) and Sante Fe Furniture (custom and imported furniture).

Third, I researched click-fraud prevention; ensuring pay-per-click campaigns succeed without unnecessary costs. Additionally, I prepared a Keynote presentation and familiarizing myself with this software. Now I will prepare professional presentations for potential clients.  

Fourth, I performed a detailed website analysis for Vail Trappings and three competitors.  I discovered many free online tools for professional use: SpyFU, SEMRush, and WebSEOAnalytics.  I now see the importance of identifying what the competition does with their websites and will offer these services to clients as their independent marketing agent.

My Mastery Journey has just begun, but I follow Greene’s advice and “Instead of feeling complacent about what you know…You must experiment and look at problems from all possible angles” (Greene: 2012 p. 167). 

Internet Marketing Fundamentals introduced several digital marketing strategies; I will continue to learn about each one independently.   I will practice analytics with free online tools and sharpen my research skills to ultimately become an independent marketing agent.  

For personal development this month I used Linked In, Diigo and industry resources. On Linked In:

Joined the Social Media Marketing and SEO/SEM Social Mobile groups 

Connected to professionals in digital marketing 

Next, I added resources to my Personal Learning Network on Diigo.  Finally, I Signed up for e-newsletters from Search Engine Watch and Marketing Sherpa

 References

Image Credit: http://www.bnibizreferrals.com/online-networking-worth-it/

http://www.spyfu.com

https://www.semrush.com

http://www.webseoanalytics.com/free/seo-tools/web-seo-analysis.php

Greene, R. (2012).  Mastery.  New York: Viking.

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This Master’s program is intense. I need to remember that I can do this!

Audrey Hepburn. (n.d.). BrainyQuote.com. Retrieved December 21, 2015, from BrainyQuote.com Web site: http://www.brainyquote.com/quotes/quotes/a/audreyhepb413479.html

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Graphic designer friend shared link to this company. Great example of a website.

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This my Mastery Journey Timeline on prezi.com

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This is a visual timeline from dipity.com

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"Change Your Life with the Power of Positive Thinking" This video was posted by a classmate and explains how to think positively to achieve your goals. Tracy, B. [Brian Tracy]. (2014, Sep 26,). Change Your Life With The Power of Positive Thinking  [Video file]. Retrieved 1/30/15 from http://youtu.be/m7cnRn2xqtI