Digital Marketing Course

• Define Digital Marketing; explore its evolution and the current landscape.

• Define segments and the role segmentation plays in marketing.

• Define your audience and build a target persona with a customer map.

• Describe the landscape of channels today and how channels are used

• Differentiate between broadcast, direct, and social channels

• Identify the relevance and role of various channels for your business and customers

• Define channels that you will use in campaigns, and where your approach is paid, earned or owned

• Explain how to use channels to market to the right customers at the right time.

• Perform keyword research analyzing search volume and competition

• Apply keyword and search intent targeting to your business

• Define click bidding and bid management, budgeting

• Create your own AdWords campaigns

• Evaluate results and optimize AdWords

• Review key metrics and KPIs for SEM

• Outline the process for running a social ad campaign

• Create and manage a social ad campaign for Facebook, Twitter, and/or Instagram

• Identify the data that is available from social media platforms and how it can be used

• Create and distribute UTM-coded links

• Interpret metrics to optimize paid social strategies across platforms

Select appropriate social media platforms for a brand and specific campaigns

• Outline the process for developing content campaigns

• Create a content plan with key messaging, content mapping, distribution and measurement

• Develop a Native Advertising strategy to increase targeted reach of your content

• Assess which content marketing tactics meet specific marketing and business goals

• Determine the key metrics for measuring and optimizing content marketing tactics

• Distinguish best uses and approaches to the primary social platforms

• Select appropriate influencers for your project and determine your influencer outreach strategy

• Curate and modify digital content across your social channels

• Determine the role of community management in social media marketing

• Identify metrics and KPIs for measuring impact of social media

• Landing Pages, UX, & Lead Gen

• Review best practices of digital marketing UX

• Explore how on-site marketing works and the ways to optimize those efforts

• Evaluate the design, functionality, and effectiveness of landing pages

• Develop landing pages and forms for your business

• Plan and prepare lifecycle marketing strategies

• Map content and channels (like email) to your customer’s lifecycle

• Plan, execute, and measure email-marketing campaigns

• Gain basic familiarity with common tools of the trade