Small business owners are dedicating more time in a week to marketing than ever before. But a lot of that time is likely lost to learning how best to market their businesses and learning the skills to do the job right.
It was to meet this need that Lynda.com recently launched its Marketing channel. The site already has dozens of training and tutorial videos dedicated to online marketing. Each video offers a different focus for small business owners looking to stay current with marketing trends.
But this week, Lynda.com launched a new landing page that showcases more than 50 videos specific to marketing for business owners. The training videos cover a wide range of topics and as the new project develops, these topics will be discussed in greater and greater detail, says Willem Knibbe, Marketing Content Manager at Lynda.com.
In an interview with Small Business Trends recently, he explained:
“The need grew out of the response we got. (Marketing videos) were the most-watched courses at Lynda.com. This really needed its own area and its own direction. Small business owners are spending more of their time marketing. Marketing has gotten much more complex. And it’s a struggle for small business owners starting out. That’s where we come in.”
While Lynda.com introduced a lot of new content this week with the new marketing courses project, others included in the new section were already on the site, tucked away under different headings. But Knibbe says the importance of online marketing, especially the opportunities it affords small business owners, was driving the demand for these courses. In the official Lynda.com Article Cehter, Knibbe writes:
“Social media and self-service tools like AdWords have also helped level the playing field such that businesses of all sizes can (and must!) leverage these channels to be competitive in today’s hyperconnected world.”
The marketing courses at Lynda.com cover topics like search engine optimization (SEO), using Google Adwords, setting up a Facebook for Business page, and public relations. Site officials say even a novice in these disciplines will find relevant content posted on the marketing pages at Lynda.com.
Courses run the gamut from skills-based — like those on branding — to platform-based — those which teach viewers how to navigate and use tools like Google Adwords or social networks. Knibbe adds:
“We try to cover everything from basic marketing skills, like public relations and branding, to today’s modern (marketing) tools and platforms. We’re empowering … demystifying complex topics for small business owners.”
Knibbe says he expects there to be courses for every level of experience as well in these topics. So even if you’re a small business owner who doesn’t know what SEO means, there should be a course for you. With more advanced courses planned for the site, that novice small business owner could conceivably become an SEO expert – at least as it pertains to their business – the more courses they view.
One of the most popular marketing courses at Lynda.com has been a regular series of shorter 5- or 10-minute tips videos. These videos give viewers some brief pointers on marketing trends and cover trending topics, Web tools and platforms. Knibbe said other online marketing courses currently available on the site included:
This is the most popular marketing video course currently offered at Lynda.com. It’s a basic intro into search engine optimization (SEO) and designed for the totally uninitiated.
This course teaches how to set up a proper Page on Facebook for your small business. It also explains what a good page looks like and how to promote it to the public.
This course gives more insight on the data Google Analytics provides about your website’s visitors.
Taught by Wharton School professor Jonah Berger, this course focuses on what types of social media messages are more likely to be shared and go viral.
This course looks at gaining the best results from AdWords when creating a campaign for your business.
More marketing courses are in the works, Knibbe said. And he said he’s currently working with content creators to further enhance the new marketing section.
Lynda.com was launched in 1995 after co-founder Lynda Weinman became frustrated trying to learn to use a computer with a technical manual. Today, the site has more than 2,700 technology courses. Currently the most viewed of these is a course on HTML Essential Training.