This course will define and explain the key components of the current yet ever-evolving digital marketing landscape, and how they work together in a successful digital marketing strategy.
What are the components of a successful digital marketing strategy? In addition to defining a framework, we’ll walk through a hands-on process for developing a strategy. This will include a workbook that can be used throughout the class.
Content marketing works best when organized around personas. We’ll work to define personas, each with their own unique interests. We’ll then build a content plan around content curated just for them.
From the top of the funnel (awareness) down to the bottom (conversion) and beyond, your customers are on a journey. Learn how to leverage strategic timing, retargeting and more to move them along the path that’s catered to them.
What story are you trying to tell? The message is critical but so is the media. Once we know the message, we’ll collect assets and learn the importance of defining constraints in order to know what you can accomplish.
Improve website visibility and traffic with proper use of the relevant keywords and other SEO techniques. Understand how modern SEO doesn’t live in a silo – it touches everything, including paid search and social media strategies.
When is paid search and SEM a good fit? How does one prioritize between Adwords and Facebook ads? It is critical to understand that ultimately, the two need to inform one another. We’ll take a deep-dive into these questions and cover how to leverage these tools, which campaigns work best with which goal, and more.
Organic social media may be dead, but paid social is alive and thriving. What makes paid social different from paid search? What social PPC platforms work best for what verticals? We’ll look at what makes a successful Facebook ad campaign.
Without a centralized system for keeping track of customers, why run digital marketing campaigns? We’ll highlight the pros and cons of the most popular CRMs, including HubSpot. We’ll also work to build an email marketing strategy that works with the rest of your sales funnel using both content and transactional email campaigns.
Most data is interesting, but which data actually matters? Together, we’ll learn how to define KPIs and discuss the best tools for reporting them. Then we’ll take a crash course in Google Data Studio, a great tool for automating much of that reporting.
Data that isn’t leveraged for improvement is data wasted. What’s the best process for deciding how to A/B split test campaigns, landing pages, copy, or creative? What resources are most helpful? We’ll deep dive into Google Optimizer and other popular tools such as Unbounce.com.
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