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July 7, 2011

DIY Internet Marketing Education: Where to Start

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So you’re a small business and you want to learn how to get a proper education in Internet marketing to maintain your online marketing plan on your own. Consulting and agency fees are out of the question long term, but you do have a little money set aside for marketing spend and continuing education. You’re in luck. With a little planning and budgeting, your spend can go a long way. Let’s explore some of the resources to learn the discipline of Internet marketing, so you can run those programs on your own.

School of Business

Use an Agency/Consultant for a Short Period of Time

If you have some money set aside that you can invest in online marketing services or consulting, it’s not a bad idea to use these services for a period of time to get on the right path. This is if it’s an agency that’s committed to educating clients along the way on where you are and where you should be headed and why.

There’s no use spending the money if you won’t be able to maintain the site moving forward on your own and/or if you haven’t learned one thing from the experience. Make sure when you’re shopping around for consulting or services that you get a feel for the firm’s attitude about knowledge transfer and what they are offering you as far as tools you can take with you.

Take Internet Marketing Training

Nowadays, many of the well-known online marketers offer some type of training, whether it’s online, classroom or at conferences. Training is a good way to get your head wrapped around key concepts and take away some actionable items you can begin applying to your own site.

When looking for training, keep in mind:

  • Who the teachers are. Are they reputable in the industry? What companies are they attached to? What reputation do those companies carry?
  • What the curriculum is like. What is the scope of what they are teaching? How do they teach – virtually or face-to-face? Are the concepts up-to-date? Will the training actually be applicable and is it right for your business and objectives?

Some of the industry’s best and brightest offer training courses in multiple disciplines. This includes:

  • Market Motive: This training has a host of industry thought leaders and experts teaching everything from SEO and PPC to social media, conversions, analytics and more.
  • SEOToolSet® Training: This classroom SEO training is hands on, and taught by industry veteran Bruce Clay. This training covers best practices in SEO and Internet marketing that can be applied to your site immediately. A shortened one-day training course is offered at conferences such as Search Marketing Expo (SMX) and Search Engine Strategies (SES).
  • aimClear Facebook Marketing Intensive: This thorough full-day classroom course is offered at the SMX conferences and taught by aimClear, a leader in Facebook marketing. The course covers all-things Facebook, from community management to Facebook ads and everything in between.
  • SEMPO Institute: The nonprofit Search Engine Marketing Professional Organization offers one or more courses as needed, by topics such as search marketing, SEO, copywriting and much more.
  • Local University: This local search engine optimization training brings together experts in local search to teach the basics of Internet marketing and optimizing for a local focus online.

Buy Books and Tap into Online Resources

Education doesn’t just start and stop with someone else’s agenda. If you simply can’t spend the money on consulting services or training, there are some really great books out there that are jam-packed with all the info you need to get started on your online marketing and to refer to along the way.

Some great books to get you started include:

  • SEO: “Search Engine Optimization All-in-One for Dummies” by Bruce Clay and Susan Esparza
  • PPC: “Pay-Per-Click Search Engine Marketing: An Hour a Day” by David Szetela and Joseph Kerschbaum
  • Analytics: “Web Analytics 2.0″ by Avinash Kaushik
  • Conversion: “Always Be Testing: The Complete Guide to Google Website Optimizer” by Bryan Eisenberg
who thinks i have a book problem? (274/365)

And to stay on top of the changing face of Internet marketing, like really stay on top, you should invest a little time each week in researching new developments. This industry is fast moving, so while the foundational principles will stay the same, not everything in a book is going to be the most current.

Some sites you’ll want to put on your reading list are:

Those are just the tip of the ice berg. If you take a look the right of this post in our SEO & SEM blogroll column —–>, you’ll see a wealth of resources from some of the industry’s most active contributors who tackle the issues and changes we face daily.

A note on Twitter: Most online marketers have a Twitter account. If you want to tap into real-time expertise, join the conversation on Twitter. If you don’t have an account already, make one. Start aligning yourself with online marketers who you can engage in conversations with, exchange information and start discovering new resources.

Attend Internet Marketing Conferences

Conferences are a great way to stay on top of industry trends and how to meet the challenges Internet marketers face with hands-on tactics from agency and in-house online marketers. You’ll probably get the most out of conferences once you’ve had a little experience applying Internet marketing to your site, instead of treating conferences as a starter education.

Some of the bigger industry conferences in the U.S. include:

  • SMX West
  • PubCon South
  • SES New York
  • Ad:tech San Francisco
  • SMX Advanced
  • SES San Francisco
  • SMX East
  • SES Chicago

Both SMX and SES host conferences globally, so if you’re not in the United States, check their websites to see when a conference is coming near you. And if you can’t make it to some of the bigger conferences, check local associations and companies that host Internet marketing workshops you can tap into.

Putting it All Together

Some forms of training and continuing education are more appropriate at different stages in your education. Think about the combinations that will set you up for success in the long run. For example, you could use an agency/consultant to give your online marketing a jump start and then take it from there by using that knowledge and mixing it with additional training on your own.

Books can be a good reference for when you need strategies and to know “how to” on your Internet marketing plan. Then, continuing education through conferences once or twice a year and reading blogs weekly can keep you up-to-date and give new perspective.

And of course, when you need a second opinion or have questions, Twitter and forums are a good way to tap into instant knowledge from your Internet marketing community.

Now go forth and tackle your Internet marketing plan!

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9 responses to “DIY Internet Marketing Education: Where to Start”

  1. Jim Rudnick writes:

    sniff….sniff….

    gee Jessica, while I think that most Canucks and Yanks are dang close in just about everything (except maybe beer!) I was sad to note that you didn’t list either of Toronto’s big marketing shows where we Canucks show the world just what it’s like up here for SEO and Marketing too!

    sniff…sniff…

    :-)

    Jim

  2. empresas de consultoria writes:

    Hey Jessica, really enjoyed your article, congratulations! I was watching market motive videos and they are really awesome!

  3. Kent writes:

    Hi Jessica, for my case. Books, blogs (RSS) and twitter are my sources of learning SEO. I never attended any SEO training or seminar.

    The fastest way is blog and twitter. Very powerful tools to keep myself up to date. :)

  4. Jessica Lee writes:

    Ah, Jim — you know I <3 Canadians — you crazy bunch of Molson-drinking Internet marketers! Please do share with us — I know you all are kicking butt up there. :)

  5. Jessica Lee writes:

    Very glad to hear that! Thanks so much for letting us know!

  6. Jessica Lee writes:

    Hi, Kent! Thanks you for sharing. Wow, you really are self-taught. Impressive!

  7. Gareth writes:

    Hi Jessica,

    Great run down. To add to it I would recommend the book The Art of SEO, I’ve been in the industry for five years, and I still picked up a few tips from that book after one of the juniors in the office purchased it for the “office library”.

    Good read.

  8. Anshul writes:

    Hi Jessica,

    Great post indeed. I got the PPC book by David and the Analytics book as suggested.

    Thaaanks!

  9. SEO Manchester writes:

    Hello, if you can’t make it to some of the bigger conferences, check local associations and companies that host Internet marketing workshops you can tap into.
    =====================



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