Overview
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Learn how to develop a targeted online marketing strategy that helps your business cut through the noise, engage potential customers, and adapt with the times.
Syllabus
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Introduction
- Connecting with customers online
- What is digital marketing?
- Getting started with digital marketing
- The building blocks of digital marketing
- The marketing funnel
- The buyer journey
- Creating a buyer journey map
- Developing a marketing strategy
- Defining your value proposition
- Identifying your target market
- Creating your persona
- Establishing goals
- Developing your KPIs
- Drafting a one-page marketing plan
- Digital marketing is persuasive
- Digital marketing is data driven
- How online analytics work
- Capturing key insights
- Connecting with your customer
- Understanding your online presence
- Deciding on a marketing channel
- The power of messaging
- Creating lean messaging
- How to prioritize in marketing
- Optimizing your website
- Investing in copywriting
- Building landing pages that convert
- What is SEO?
- Essential SEO techniques
- Evaluating local SEO
- Introduction to paid advertising
- Identifying the value of a customer
- Deciding when to pay to advertise
- Budgeting for paid marketing
- Creating your first paid campaign
- The value of social media marketing
- Getting started with social media
- Deciding on a platform
- Building and leveraging followers
- The power of email marketing
- Developing an email marketing plan
- Dealing with email fatigue
- Measuring the success of email
- Tools to launch successful campaigns
- The impact of video marketing
- Getting started with video marketing
- Deciding what to track
- Generating reports
- Campaign tagging
- Digital marketing: Influencer marketing
- Digital marketing: Automation
- Trends to watch: Interactivity
- Trends to watch: Chatbots
- Trends to watch: Artificial intelligence
- Continue learning digital marketing
