1. Digital marketing and the online opportunity
Understanding the basic of digital marketing. Find out what opportunities exist and how a website, videos or social media could help you reach your goals.
1.1 Intro to the Digital Garage
1.2 Your digital opportunity
- the core components of a digital presence
- how they relate to your business
- how to get started.
2.Your first steps in online success
2.1. Your online goals
2.2. Building your online presence
- local listings
- social media and video
- websites and mobile apps
2.3. Marketing your online presence
- search engines
- other websites
- social media
- email.
2.4. Analyze and adapt
- setting realistic expectations
- tracking and measuring how you’re doing
- adapting to changes in technology and your industry
3. Build your web presence
3.1 Choosing your online presence
- websites
- local business listings and review sites
- social media
- mobile apps.
3.2. How websites work
- what web servers do
- how domain names work
- how your website uses these
3.3. Key website ingredients
- your name
- the website’s organisation
- text, photos and other interactive elements.
3.4. Websites and your business goals
- using your site to further your business goals
- thinking like a customer
- telling your story online.
3.5. Make your website easy to use
- providing simple and clear navigation
- creating a consistent layout
- writing relevant and effective content.
3.6 Website design do’s and don’ts
- quick-loading pages
- mobile-friendliness
- general accessibility.
4. Plan your online business strategy
4.1. The benefits of an online strategy
- how an online business can benefit from a business strategy
- best practices when creating a business strategy
- examples of common goals and popular strategies to achieve them.
4.2 Taking a business online
- customer behaviours online, and how these overlap with offline behaviours
- the "See, Think, Do, Care" framework, and how to use this to help understand the online customer journey
- how to group your audiences using audience segmentation.
4.3 Understanding customer behavior
- what customer touchpoints are
- how to map common online customer journeys
- how to identify customer touchpoints that generate business goals
4.4 How to stand out from the competition
- how to identify what makes a business stand out in a busy marketplace
- why Unique Selling Points (USPs) are important and how to construct them
- online tools available to help you research the competition.
4. 5. Using goals to improve business performance
- why setting goals and KPIs is so important to online businesses
- how to construct a KPI using the SMART framework
- how to analyze data gathered to help improve online marketing efforts.
5 Get started with search
5.1Search engine basics
- a brief history of search engines
- how search engines changed business
- why search is a good place to start.
5. 2. How search engines work
- how search engines find web pages
- what they do with the web pages they find
- how they decide what to show on search results pages.
5. 3. How search engines see the web
- how search engines understand what's on a web page
- which parts of a web page help search engines do this
- how to make your web pages more visible to search engines
5. 4. Organic search explained
- what organic results are
- what search engine optimization (SEO) is
- how good website content affects the organic search results.
5.5 Paid search explained
- a bit about advertising on search engines
- why advertising on search engines is so effective
- how advertisers compete for an opportunity to show ads on the search results page.
5.6 Google search console
- what Search Console is, and how it can help
- some of its useful features
- how to set it up.
6. Get discovered with search
6.1 Intro to search engine optimisation(SEO)
- what search engine optimisation is
- how search engines understand your website
- what they value most.
6.2 The importance of an SEO plan
- develop
- prioritise
- adjust the plan to best suit your goals.
6.3 The SEO process
- discovering what words or phrases people use to search for your products or services
- improving the content on your site.
6.4. How to choose keywords
- why you need to do keyword research
- the difference between short tail and long tail keywords
- what to consider when selecting keywords.
6. 5. Setting realistic SEO goals
- how to define success
- how to select measurements that matter
- what tools can help.
7. Make search work for you
7. 1. Making your web pages’ search friendly
- title and description meta tags
- heading elements
- page copy.
7.2. How other websites can work for you
- encouraging links to your website
- engaging with your audience through good content
- promoting your site with social media.
7.3. Cross borders with SEO
- language
- localization
- country targeting.
8. Be noticed with search ads
8. 1. Introduction to search engine marketing (SEM)
- what SEM is
- how it works
- why it works so well.
8. 2. The SEM auction
- how an SEM auction works
- factors that influence the outcome
- a detailed example.
8. 3. What makes a good keyword
- relevance
- traffic
- competition.
8. 4. Make your ads stand out
- write headlines that make a connection
- write a clear, compelling call to action.
9. Improve your search campaigns
9. 1. Achieve relevance with good structure
- how SEM campaigns are structured
- how to use that structure to achieve relevance
- the benefits you’ll get by focusing on relevance.
9. 2. Get the most from your keywords
- research tools
- related searches
- negative keywords.
9.3. Fine-tune with keyword match types
- what match types are and why they’re useful
- the different kinds of match types
- how to control which searches may trigger ads.
9.4. How to know what’s working and what isn’t
- what conversions are
- how to choose the ones you want to measure
- what tools you can use to track them
10 Get noticed locally
10. 1. Marketing to the locals
- what local means in digital
- how your business can build a local search presence
- and a perfect pair: local marketing and mobiles
10.2 The power of local directories
- where to start
- how to list your business
- how to manage your local profiles
11. Help people nearby find you online
11. 1. Using digital to advertise locally
- why local advertising is important
- where you can advertise online to local customers
- some special features of “local” ads.
11.2 Reaching locals on their mobiles
- the importance of being found in local search results
- making the most of mobile features, like GPS and applications (apps)
- using paid advertising to reach a local audience on the go
11. 3. SEO for local businesses
- including key information on your website
- how search engines choose local results
- the importance of mobile.
12. Get noticed with social media
12.1. Social media basics
- understanding why you need to be there
- joining the right social media sites
- growing your presence and engaging with your networks.
12.2. The right social media sites for you
- different types of networks
- understanding their contexts
- the best ways to get involved.
12.3. Setting your goals for social media
- setting specific goals for your social media efforts
- focusing your efforts on those goals
- putting your plan into action.
12.4. Getting on social media
- the basics of getting started with a social media site
- the difference between business and individual accounts
- the importance of your profile.
13. Deep dive into social media
13.1 Your long-term social media plan
- the benefits of creating a plan for social media
- what a social media plan might look like
- tools to help you put your plan into action.
13 2. Advertising on social media
- how to get your message in front of specific audiences
- how advertising on social networks can complement your other social efforts.
13. 3. Measuring success in social media
- collect data from the networks themselves
- make the most of social management and monitoring tools
- see what social visitors are doing on your website.
13. 4. Avoiding social media pitfalls
- bore people to tears
- put your posts on autopilot
- spread yourself too thin.
14. Discover the possibilities of mobile
14.1. The evolution of mobile devices
- how mobile usage has changed in the last four decades
- what features are available on today’s mobile devices
- what the explosive growth of mobile use means for you.
14. 2. Understanding mobile web and mobile apps
- search engines and the mobile searcher
- ways to make your website mobile-friendly
- what you should consider for mobile SEO.
14.3 Understanding mobile apps
- the difference between mobile websites and mobile apps
- the benefits unique to mobile apps
- how to determine whether an app is right for you.
15. Make mobile work for you
15. 1. Introduction for advertising on mobile
- benefits of mobile-specific marketing
- mobile opportunities available to advertisers
- challenges to effective mobile advertising.
15.2. Search campaigns for mobile
- the importance of having a mobile-friendly site
- getting your keywords and ads right
- special features for mobile search campaigns.
15.3. Display campaigns for mobile
- the importance of trying different ad formats
- tools to help you quickly develop ads
- targeting apps.
15.4. Social media campaigns for mobile
- how to create a mobile social media campaign
- targeting options available on social networks
- guidelines for creating mobile social ads.
15.5. Video for mobile
- the growth of mobile video
- how to create mobile video ads
- targeting mobile video ads to related content.
16. Get started with content marketing
16.1 Intro to content marketing
- what content marketing is, and why it can add value to an online business
- best practices for creating your own content marketing strategy.
16.2. Get to know your online customers
- what audience segmentation is and how it can benefit a business
- how to use audience segmentation to boost your content marketing efforts
- some of the tools and systems available to help you segment your audience correctly.
16.3. Choosing the right format for your content
- popular online content formats
- the four main purposes for content marketing
- how to match different formats to your content goals
16.4. Writing for online audiences
- how online audiences and offline audiences differ in their the way they read content
- why it's important to adapt your writing style to an online audience
- tools and systems to help support writing copy for the web.
16.5. Help your content be seen
- the channels available to promote and distribute content effectively
- how a content calendar can help you organize your content marketing activities
- best practices that ensure your content gets the attention it deserves.
16.6. Measuring your success in content marketing
- the tools available to help track the success of your published content
- key metrics used to measure the success of content marketing campaigns
- how to use data gathered to better meet goals in future campaigns
17. Connect through email
17.1. Email marketing basics
- developing a contact list
- targeting audiences based on interests
- building relationships with customers.
17. 2. Your email marketing options
- common features of email marketing tools
- benefits of tracking email recipient behaviors
- personalizing content according to customer information.
17.3. Crafting great marketing emails
- use subject lines to make a good first impression
- write concise content with strong calls to action
- include helpful links for customers.
17.4. Managing successful email campaigns
- use A/B testing to improve engagement
- create relevant campaign landing pages
- measure the performance of your email campaigns.
17.5. Measuring success in email marketing
- why email metrics are important in evaluating campaign success
- five useful metrics that can help you understand email performance
- how to draw insights from the email metrics gathered.
18. Advertise on other websites
18.1. What is display advertising?
- what display advertising is
- how it works
- the goals it can help you reach.
18.2. Search advertising vs. display advertising
- how they both work
- where the different ads appear
- what those advertisements look like.
18.3. The ins and outs of display advertising
- how to find and target the right audience
- how to create different kinds of adverts
- how to organize your display campaigns.
19. Deep dive into display advertising
19.1. Making display ads meet your goals
- making a great first impression
- moving customers through the sales funnel
- turning interested people into paying customers.
19.2. Understanding ad networks
- how websites and businesses work together
- common things advertising networks do.
19.3. How retargeting works
- tracking what people do on your site
- using that information to identify people you want to target
- creating ads specifically for those people.
20. Make the most of video
20.1. The rise of online video
- how technology has improved online video
- why online video is here to stay
- ways to promote your business with video.
20.2. How video fits into your online strategy
- how video can further your business goals
- expanding your online presence with video
- ways to advertise using video.
20.3. Creating video content within your budget
- how to be creative with your resources
- simple planning tips for videos on a budget
- video editing resources for beginners.
20.4. Sharing and promoting your videos
- organize videos on your website
- share videos via social media and email marketing.
20. 5. Advertising on video sharing sites
- top video sharing sites
- ways to advertise on video sharing sites.
20.6. Measuring video performance
- how to determine who watches your videos
- ways to find out what they like and don’t like
- opportunities to improve and engage new audiences.
21. Get started with analytics
21.1. What is web analytics?
- the kind of data web analytics can provide
- how to understand that data
- how simple it is to get started.
21. 2. Making web analytics work for you
- why web analytics underpins everything you do in digital
- the kinds of insights you can gain using analytics
- how to use data to support your business goals.
21.3. Tracking specific goals with web analytics
- examples of goals and conversions
- why it’s important to create and configure goals
- how to determine what your own goals and conversions should be.
22. Find success with analytics
22.1 Web analytics and organic search
- what kinds of data web analytics can give you about search traffic
- how to evaluate trends in your search traffic
- how to discover opportunities to make your website more relevant to searchers.
22.2 Tools to measure SEM
- which keywords are paying for themselves
- how to understand which ads are working
- how to use analytics to help you bid smarter.
22.3. Breaking down your data for insights
- what segmentation is
- why it’s valuable
- how to do it.
23 Turn data into insights
23.1 Using data to understand audiences
- the differences between quantitative and qualitative data
- how online data can be used to complement your offline business approach
- common ways to collect data.
23.2 Understanding the Data Cycle
- how the data cycle can help improve your efforts online
- which tools can be used to capture your data
- best practices to help you get the best results from the data collected.
23.3. Creating actionable insights from your data
- what an actionable insight is, and how it differs from a regular insight
- how to take action based on the data you've analyzed.
23.4 Managing numbers using spreadsheets
- what a spreadsheet is, and how you can use it to collate and analyze data
- basic spreadsheet formulas that can help make life easier.
23.5. Presenting data effectively
- how to present your data in a clear and understandable way
- popular visual formats to use when presenting data
- how to match your data to the right format, based on your audience's needs.
24. Build your online shop
24.1 Using e-commerce to sell
- what e-commerce is
- varying levels of e-commerce used in business
- how to match your needs to the options available.
24.2-Taking payments and manage orders
- handling online payments
- managing orders.
25. Sell more online
25.1 Creating a smooth e-commerce experience
- for different devices
- navigation and search
- product pages
- checkout by using customer accounts.
25.2. Product promotion and merchandising
- promoting products and specials
- predicting products your customers might like
- showcasing products visitors might not normally see.
25.3 Retargeting for e-commerce
- what product retargeting is
- how product retargeting works
- tips for successful retargeting campaigns
26. Expand internationally
26.1. Introduction to international marketing and export
- how to evaluate international markets for your product
- practical and cultural issues of expanding internationally.
26.2. Validating your new market
- how to identify potential markets using analytics
- researching search terms for international customers
- advertising on social networks.
26.3 Being understood abroad
- the difference between translation and localization
- how to do it right.
26.4 Advertise across borders
- search advertising
- display advertising
- advertising on social networks.
26.5 The support systems you will need
- making your business accessible to new customers
- managing the supply chain
- possible legal and regulatory implications.
26.6. Helping customers abroad buy your products
- your site itself
- the e-commerce system
- the payment process.
26.7 Delivering to customers across the globe
- processes involved in deliveries
- choosing reliable shipping partners and services
- post-sales customer service and support.
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