The Internet has empowered buyers beyond historical limits. Buyers have information readily available to them by simply doing a quick search on their mobile phone. As technology has changed and will continue to change, buying behavior will continue to change. Learn how your marketing can adapt and evolve to match buying behaviors.

A long-term marketing plan will help you identify and organize all the future initiatives and campaigns where content will need to be created. Developing your marketing plan will help you create content more easily and on a consistent basis. In this lesson, you’ll learn how to create realistic goals for your audience (also known as buyer personas), perform an audit to identify content needs and gaps to build a helpful, relevant journey for your personas, and create your content compass by mapping out your content creation roadmap.

When people first started blogging, they wrote personal accounts sharing their lives or their travels. And while people still do this today, blogging has evolved into a much more valuable content medium. Today, blogging is an effective way to regularly publish and promote new content related to your business and industry. In this lesson, you’ll learn how to create an optimized blog post.

Developing a strong social media strategy is key to successfully engaging customers and promoting your business. Your customers and prospects are already using social media and might even be using it to talk about your company or your products — positively or negatively. Creating a promotion plan that takes advantage of social and digital technologies will help you shape the conversation, build loyalty, and attract new customers and partners.

Marketers have conversations to build relationships every day. In this lesson, you'll explore the fundamentals of conversations and how they can help you not just market but grow your business is key to reaching and delighting your online audience.

Conversions can act as health checks that let you know if your marketing, promotional, lead nurturing, or conversational marketing strategies are working as well as expected. You want to make sure each conversion is being recorded and that this information is being used to inform your efforts moving forward. Knowing when and where to look to conversions for insight as well as how to implement effective conversion paths and calculate conversion rates is key to the continued optimization of your online marketing strategy.

A key challenge faced by online marketers today is not getting enough leads. But how do you continue to hit your goals without exponentially increasing your marketing efforts? By understanding the fundamentals of conversion optimization, you can make the most out of your traffic by solving for user problems and improving your site over time. In this lesson, you’ll learn about the impact of conversion optimization, the steps to implementing it in your marketing strategy, and how it ties into reporting and analytics.

Understanding the fundamentals of lead nurturing will help you build long-lasting relationships with your customers. The purpose of a lead nurturing strategy is to help your company create meaningful relationships with people at any point in their journey with you. And the first step is to understand the buyer's journey and the types of content you need to offer in each stage. In this lesson, you’ll learn how to create a vision for your marketing actions, how to send the right content to your contacts, and how to set the foundation for long-lasting, successful relationships.

It’s important to understand that a marketer’s role doesn’t end after converting a lead. Marketing plays an integral role in helping engage and close leads. It takes a lot to turn a lead into a customer: multiple interactions on multiple channels, good third-party coverage and reviews, a solid sales team, and much more. Take the time and learn how to build a sales enablement strategy that has a significant, measurable impact on the process.

With today’s empowered buyer, you need to be in the mindset that your best marketing channel is actually going to be your existing customers and when your customers succeed, it’s your best predictor for business growth.  Your customers will help prove your brand values. Learn how to better listen, serve, and follow up with your customers.