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Understanding Digital Marketing in the context of Business Models
Introduction
Introduction
What is Digital Marketing?
How Does Digital Marketing Work
What Are the Benefits of Digital Marketing?
Learn the Strategies That Get Real Results
About the Course
What You’ll Learn
Week 1
Your Digital Marketing Strategy Template (AKA The Customer Value Journey)
An Overview of the Customer Value Journey
How To Move Prospects Through The Customer Value Journey
Value Journey Campaign Case Studies (2:08)
Summing Up
Week 2
Developing a Content Marketing Strategy (6:06)
Content Marketing Planning: The Content Campaign
Your Content Marketing Success Metrics
Relevant Roles in Content Marketing
The Lingo You’ll Use as a Content Marketer
Summing Up
Week 3
Crafting a Digital Advertising Plan
The Difference Between Paid and Organic Traffic
Methods of Well-Executed Digital Advertising
The 5 Elements of a High-Performing Campaign
Creating an Ad Campaign
Optimizing Your Process
The Lingo: The Language of Digital Advertising
The Metrics You’ll Use to Measure Success
The Roles: Who Has Responsibility for Digital Advertising?
Summing Up
Week 4
Developing a Social Media Strategy
Methods of Well-Executed Social Media Marketing
Relevant Roles in Social Media Marketing
The Lingo You’ll Use in Your Social Cycle
Your Social Media Success Metrics
Summing Up
Week 5
Following Email Marketing Best Practices
The Role of Email Marketing
Methods of Well-Executed Email Marketing
When to Send Each Type of Email (And to Whom)
Understanding Email Timing
The Metrics: How Email Marketing Is Measured
The Lingo Email Marketers Use
Relevant Roles
Summing Up
Week 6
Designing Your Search Marketing Strategy
The Big Picture
The Methods of Well-Executed Search
The 6-Part Model for Winning at SEO
The 6-Part System in Action
The Lingo: How does a Search Marketer Talk?
Metrics
The Roles: Who Has Responsibility for Search Marketing?
Summing Up
Week 7
Applying Website Analytics to Your Digital Marketing
Why Data Matters
The Methods of a Well-Executed Analytics & Data Strategy
Categorizing Data by The Stage of the Funnel
Reviewing Key Metrics to Inspire Questions
Making Data Actionable
The Lingo Analysts Use
Key Performance Indicator (KPI)
The Roles: Who Needs to Be in the Know?
Summing Up
Week 8
Leveraging Conversion Rate Optimization to Drive Growth
The Methods of Well-Executed Conversion Rate Optimization
The Lingo of Optimization and Testing
The Metrics
The Roles: Who on Your Team Owns CRO?
Summing Up
What’s Next?
Congratulations!
The Lingo Analysts Use
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