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Digital Marketing

Course Overview

The Digital Marketing course is designed to provide participants with a comprehensive understanding of the key principles, strategies, and tools in the field of digital marketing. In today's highly interconnected and technology-driven world, digital marketing plays a crucial role in promoting products, services, and brands. This course covers various aspects of digital marketing, including search engine optimization (SEO), social media marketing, content marketing, email marketing, and analytics.

Learn software skills with real experts, either in live classes with videos or without videos, whichever suits you best.

Description

This course begins with an introduction to the digital marketing landscape, explaining the significance of online channels in reaching and engaging target audiences. Participants will learn about different digital marketing channels and tactics and understand how to create effective digital marketing campaigns. The course covers topics such as creating a digital marketing strategy, optimizing websites for search engines, leveraging social media, and measuring the performance of digital campaigns.

Course Objectives

The primary objectives of the Digital Marketing course are as follows:

Introduction to Digital Marketing: Provide an overview of digital marketing, its evolution, and its role in modern business.
Digital Marketing Channels: Explore various digital marketing channels, including search engines, social media, content platforms, and email.
Creating a Digital Marketing Strategy: Understand the process of developing a comprehensive digital marketing strategy aligned with business goals.
Search Engine Optimization (SEO): Learn the principles of SEO to optimize websites for better visibility on search engines.
Social Media Marketing: Explore social media platforms and strategies for effective social media marketing campaigns.
Content Marketing: Understand the importance of content in digital marketing and how to create and distribute valuable content.
Email Marketing: Learn the essentials of email marketing, including list building, campaign creation, and performance tracking.
Digital Advertising: Explore various forms of digital advertising, including display ads, pay-per-click (PPC), and social media ads.
Analytics and Measurement: Introduce tools and techniques for measuring the effectiveness of digital marketing campaigns and making data-driven decisions.
Legal and Ethical Considerations: Discuss legal and ethical aspects of digital marketing, including privacy, data protection, and compliance.

Prerequisites

- Basic understanding of internet usage and online platforms.
- Familiarity with social media platforms and their functionalities.
- Knowledge of basic marketing principles and consumer behavior.
- Understanding of content creation and management.
- Awareness of search engine optimization (SEO) principles.
- Experience with digital tools and analytics platforms.

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Course Curriculum

Basic Marketing Terms
Marketing Types
Sales Process
Lead Generation Methods
Market Segmentation
Market Channelization
Market Research, Technical Methods of Market Research

What is digital marketing?
Scope of digital marketing
Traditional marketing vs digital marketing
Different digital marketing channels
Digital Marketing Funnel
TOFU, MOFU, BOFU
Conversion Strategy of Sales

What is inbound marketing
Inbound marketing methodology (a-c-c-d method)
Understanding buyers journey
Marketing strategies at different stages of a buyers journey

What are keywords?
Significance of keywords in search engine marketing
Classification of keywords
Keyword metrics
Keyword research tools
Keyword research techniques
Keyword research strategy
Mining quantitative data (search volume, competition) of keywords
Nlp & lsi keywords
Keyword selection strategy

Introduction to organic search marketing
Introduction to search engines & web crawlers
Understanding Google web crawlers
Google search engine Algorithms (hummingbird, pigeon, panda…)
Decoding google's hummingbird algorithm
Moz rank, moz trust & domain authority
Introduction to seo
Types of seo
Different seo factors(on-page, technical, off-page)
On Page SEO

Anatomy of a SERP
Anatomy of a web page
Introduction to meta tags
Different meta tags (title, description, social, author….)
Title tag
Meta description tag
Social meta tag (open graph, twitter cards)
Page content (headings, anchor text, internal links, external links)
Image alt text
Robots meta tag
Keywords tag
Language tag
Schema.org structured data & rich snippets
Featured snippets

Technical SEO

Webpage design & layout
File naming protocol
Robots.txt file
Sitemaps
Types of sitemaps
Page speed
Domain & domain names
Url structure
Url canonicalization
Http status codes
Custom 404 page

Off Page SEO

Understanding backlinks & link juice
Types of backlinks (do-follow & no-follow)
Qualitative backlinks prospecting
Contextually relevant backlinks prospecting
Similar content prospecting tools
Competitor's backlinks strategy
Link prospecting tools, techniques & strategies
Disavow tools

Local SEO

Google my business
Optimizing local business on Google Maps

Webmaster Tools

Google search console
Bing web master

Introduction to paid search advertising
Introduction to adwords
Adwords account structure
Google adwords networks(search/display)
Types of campaigns & campaign sub -types
Anatomy of google adwords: a walk- through of the adwords interface
AdWords Bidding

Types of bidding
Types of manual bidding
Conversion optimization/smart bidding
Max CPC vs actual CPC vs average CPC

Quality Score(QS)

What is quality score?
Components of quality score
Factors impacting qs on search n/w
Factors impacting qs on display n/w
Understanding how qs impacts bids, budgets & costs
Strategies to achieve high qs

Ads & Ad Copies

Components of a text ad
Art of writing effective text ad's
Cta's & setting expectations
Adwords editorial guidelines-do's & don’t's
Ad extensions & types of ad extensions

Landing Pages

Components of landing pages
Creating effective landing page for better conversions
Lead forms & CTA buttons

Google Search Campaigns

Introduction to search campaigns
Google keyword planner
Keyword match types
Keyword strategy w.r.t campaign objectives
Types of search campaigns
Dynamic search ads
Call -only ads & call tracking
Rlsa (remarketing list for search ads) campaign
Dynamic keyword insertion
Ad customizers (countdown function, iff function..)
Conversion tracking
Auto tagging vs manual tagging
Value track parameters
Final url vs tracking template vs custom parameters
Testing landing pages
Campaign drafts & experiments
Search ad's on google maps
Campaign labels
Business-data feeds
Bid adjustments
Automated rules
Auction insights

Display Campaigns

Introduction to display n/w & display campaigns
Display planner tool
Types of display campaigns & campaign sub types
Targeting methods of display campaigns
Contextual targeting-keyword & topics
Placement targeting-automatic & managed
Audience targeting-affinity audience, in-market audience
Demographic targeting-age, gender..
Re-marketing campaigns
Dynamic re-marketing campaigns
Campaign exclusions
Types of display ad's
Responsive display ad's
Display ad builder-ad gallery
Html-5 ad's
App/digital content ads

Search with Display Campaigns

Introduction
Advantages & disadvantages

Video Campaigns

Video campaigns & campaign sub types
Types of video ads-true view, discovery & bumper
Bidding methods
Hosting video ads
Video remarketing campaigns
Setting kpm's of video ad's
Popular bid adjustments

Universal App Install Campaigns

Introduction to app install campaigns
Campaign sub types
Bidding methods
App remarketing campaigns
App engagement campaigns
Setting up custom deep links

Shopping Campaigns

Introduction to PLA ad's
Google merchant centre (gmc)
Interlinking adwords & gmc
Setting Up Product, Category Feeds
Targeting methods

Understanding dimensions tab in adwords interface
Customizing columns
Key performance metrics (kpm)-measuring & optimizing
Audience manager
Portfolio bid strategies
Shared budgets
Bulk actions
Adwords scripts (API)
Business data
Shared library
Search attribution
MCC account-manager account
Adwords editor
Custom reports & dashboards
Conversion Rate Optimization (CRO)

Introduction to CRO
Kpi-setting up, measuring, benchmarking
Optimizing campaigns for improved conversions
Strategies to control CPA ( cost per acquisition)

Significance of content in the digital marketing landscape
Types of content text, image, infographics, video, etc
Content planning
Concept of buyers persona
Understanding buying behaviors
Creating data-points of the buyers persona
Content creation
Creating content that resonates with target audience
Keyword research for content creation-target keywords & keyword density
Tools for content creation-buzz sumo, read-able, keyword density analyzer
Content distribution
Selecting marketing channels for content distribution
Strategy & planning
Blogs & blog marketing
Introduction to blogs
Significance of blog marketing
Blog creation-blogger & wordpress
Art of writing effective blog titles-blog title emulator tools
Enhancing blogs with plug-ins

Significance of social media from marketing perspective
Social media etiquette
Social media strategy
Different social networks facebook, twitter, LinkedIn, instagram, hootsuite
Facebook Marketing

Understanding facebook -features, tools, api's
Facebook as a critical component of marketing mix
Facebook posts-planning, posting & measuring
Facebook business pages-creation, postings & measuring user engagement
Facebook events
Facebook groups
Facebook seller groups
Facebook market place
Facebook live videos
Fcebook notes

Facebook Ad's

Understanding facebook ads manager
Types of ad's, campaigns & campaign sub types
App engagement ad's
App install ad's
Brand awareness ad's
Store visit ad's
Local awareness ad's
Website conversions ad's
Clicks to website ad's
Events ad's
Offer claim ad's
Lead generation ad's
Page likes ad's
Post engagement ad's
Fcebook ad's tools-facebook ad's manager, qwaya, adespresso, hootsuite ad, Social ad's tool, adstage, driftrock, adroll, perfect audience
Ad types-photo, video, carousel, slideshow, collection, messenger
Remarketing campaigns
Facebook pixel-conversion tracking
Facebook event tracking tag
Facebook audience
Conversion funnels
Offline events
Catalogs
Audience insights
Automated rules

Facebook Insights-Analytics
Twitter Marketing

Introduction to twitter marketing
Twitter terminology
And @-significance and usage
Retweets
Twitter lists
Direct messages
Tips & strategies to increase followers
Twitter text messages
The art of tweeting
Twitter cards
Twitter trends

Twitter Ad's

Twitter ad campaigns & campaign sub types
Promoted tweets
Promoted accounts
Promoted trends
Remarketing campaigns
Twitter website tags
Twitter audiences

M.twitter analytics
N.twitter tools bit.ly, canva, twellow, twellohood, bufferapp, tweetdeck, paper.li
LinkedIn Marketing

Introduction to linkedin
Types of linkedin accounts
Tips to create an effective linkedin profile
Linkedin network-connections
Linkedin search
Inmail
Linkedin pulse
Linkedin jobs
Company pages
Showcase pages
Showcase pages
Linkedin talent solutions

LinkedIn Ad's

Introduction to campaign manager
Types of ad's, campaigns & campaign sub types
Sponsored content ad campaign
Text ad's campaign
Sponsored inmail ad campaign
Remarketing campaigns
Linkedin website insight tag
Conversion tracking tag
Audience-matched lists & blocked lists
Lead generation forms
Campaign performance
Website demographics

Hootsuite Marketing

The hootsuite platform overview
Hootsuite & social media
Overview of hootsuite dashboard

Adding social networks to hootsuite

Facebook integration
Ttwitter integration
Linkedin integration
Youtube integrations
Instagram integrations

Social listening
Audience engagement
Hootsuite publishing

Composing & scheduling messages
Scheduling instagram posts
Publishing images directly to instagram
Publishing youtube videos
Sharing content using hootlet

Hootsuite campaigns
Basic analytics
YouTube Marketing

Scope of YouTube marketing
Channel creation
Video manager
Optimizing videos for video search
Adding keywords & channel description
Video enhancements-overlays & cards
Live streaming
YouTube analytics

Fundamentals of email marketing
Email marketing strategy
Kpm's & kpi's of email marketing
The art of writing subject lines
Tips & strategies to improve landing rate
Tips & strategies to improve open rate
Improving CTR
Sign up forms & integrations
Email lists-creation & segmentation
 Lead nurturing using emails-mql to sql
Pre-requisites of a good email marketing software
Email marketing tools-a comparative study
MailChimp Platform

Mailing list creation
Signup forms
Merge tags
Plain-text campigns
Html campaigns
A/b testing
Marketing automation
Tagging campaigns using utm parameters
Analytics-tracking performance & measurement

An overview of landing pages
Creating landing pages-effective strategies
Types of landing pages
Landing pages software-unbounce, lead pages, landing ,mailchimp, ucraft
Lead forms (signup forms)
Cta buttons
Lead magnets-e books, whitepapers, coupons, collaterals
Lead nurturing- mql's to sql's
Lead nurturing & crm tools

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Who can learn this course

This course is suitable for a diverse range of individuals, including:

Marketing Professionals: Those looking to expand their skill set by incorporating digital marketing strategies into their marketing efforts.
Business Owners and Entrepreneurs: Individuals seeking to promote their products or services online and increase their online presence.
Aspiring Marketers: Students or individuals interested in pursuing a career in marketing and wanting to specialize in digital marketing.
Sales Professionals: Individuals looking to leverage digital channels for lead generation and customer engagement.
Web Developers and Designers: Professionals interested in understanding the marketing aspect to create websites that align with digital marketing strategies.
Content Creators: Writers, bloggers, and content creators aiming to learn how to optimize their content for digital marketing.
Small Business Managers: Those responsible for marketing activities in small businesses seeking to enhance their online presence.

The Digital Marketing course is designed to cater to both beginners and individuals with some marketing experience, providing a solid foundation in digital marketing strategies and tactics for effective online promotion.