Mastering Digital Marketing Strategies

Module 1: Introduction to Digital Marketing

• What is Digital Marketing?

  • Understanding the fundamentals: What digital marketing encompasses

  • Key digital marketing channels: SEO, Social Media Marketing, Content Marketing, Email Marketing, PPC, and Affiliate Marketing

  • The digital marketing funnel: Awareness, consideration, and conversion

• Setting Digital Marketing Goals and KPIs

  • How to define and measure success in digital marketing

  • Understanding metrics: Traffic, conversions, ROI, and lifetime value

  • Setting SMART goals for campaigns

IT Requirements:

• Laptop/PC with internet access

• Google Analytics and social media platforms (for setting up accounts)

Module 2: Search Engine Optimization (SEO)

• On-Page SEO

  • Keyword research: Tools and techniques (Google Keyword Planner, Ahrefs, SEMrush)

  • Optimizing content for SEO: Title tags, meta descriptions, headings, and images

  • Creating SEO-friendly URLs, internal linking, and improving site structure

• Off-Page SEO

  • Link building: White-hat vs. black-hat techniques

  • Understanding domain authority and how to improve it

  • Social signals, guest blogging, and influencer outreach

• Technical SEO

  • Site speed, mobile-friendliness, and HTTPS protocols

  • Structured data (schema markup) and XML sitemaps

  • Fixing crawl errors and optimizing the website for search engines

IT Requirements:

• Laptop/PC with internet access

• Access to Google Search Console, Google Analytics, and keyword research tools

• Website or blog to apply SEO techniques

Module 3: Content Marketing

• Content Creation and Strategy

  • Understanding your audience: Creating buyer personas and content targeting

  • Content types: Blogs, articles, videos, podcasts, infographics, and social media posts

  • Content creation process: Writing compelling copy, storytelling, and brand voice

• Content Distribution

  • Paid vs. organic reach: Understanding platforms like Facebook, Instagram, LinkedIn, Twitter

  • Distribution networks: Email marketing, content syndication, and repurposing content

  • Tracking and analyzing content performance

• Content Calendar and Planning

  • Creating a content calendar for regular content publishing

  • Tools for managing content: Trello, Asana, or CoSchedule

IT Requirements:

• Laptop/PC with internet access

• Access to content creation tools (e.g., Canva, Adobe Spark)

• Social media accounts for content distribution

Module 4: Social Media Marketing (SMM)

• Building a Social Media Strategy

  • Defining social media goals: Brand awareness, lead generation, and engagement

  • Choosing the right platforms based on target audience (Facebook, Instagram, LinkedIn, TikTok, etc.)

  • Organic vs. paid social media strategies

• Paid Advertising on Social Media

  • Understanding Facebook and Instagram Ads Manager

  • Setting up paid campaigns: Audience targeting, budget, ad copy, and creatives

  • A/B testing and optimization of ad campaigns

• Community Building and Engagement

  • Managing online communities: Responding to comments, messages, and engaging with users

  • Running contests, giveaways, and leveraging UGC (User-Generated Content)

IT Requirements:

• Laptop/PC with internet access

• Access to social media ad accounts (Facebook Ads Manager, LinkedIn Campaign Manager)

• Social media profiles for engagement and testing ads

Module 5: Pay-Per-Click (PPC) and Google Ads

• Introduction to PPC Campaigns

  • What is PPC and how it works: Search Ads, Display Ads, and Shopping Ads

  • Google Ads structure: Campaigns, Ad Groups, and Keywords

  • Setting up your first Google Ads campaign: Bidding strategies, keyword targeting, and ad creation

• Advanced PPC Strategies

  • Retargeting and remarketing techniques

  • Understanding Quality Score and how to improve it

  • Analyzing PPC performance: CTR, CPC, conversion rate, and ROI

• Google Analytics and Conversion Tracking

  • Setting up and integrating Google Analytics with Google Ads

  • Tracking conversions: Setting up goals and events

  • Analyzing and optimizing your PPC campaigns

IT Requirements:

• Laptop/PC with internet access

• Google Ads account setup

• Google Analytics account for tracking performance

Module 6: Email Marketing

• Building an Email Marketing Strategy

  • Creating segmented email lists and understanding email opt-ins

  • Designing effective email campaigns: Newsletters, promotional emails, and transactional emails

  • Writing compelling subject lines and email copy

• Email Automation and Personalization

  • Setting up drip campaigns and email automation tools (e.g., Mailchimp, ActiveCampaign)

  • A/B testing email campaigns and analyzing open rates, click-through rates, and conversions

• Compliance with Email Regulations

  • Understanding GDPR, CAN-SPAM Act, and best practices for email marketing

IT Requirements:

• Laptop/PC with internet access

• Email marketing platform (e.g., Mailchimp, ConvertKit)

• Email list or CRM for managing contacts

Module 7: Conversion Rate Optimization (CRO)

• Understanding the User Journey

  • Mapping the customer journey and understanding pain points

  • Key elements of a conversion-optimized website: Call-to-action buttons, landing pages, and forms

• A/B Testing and Heatmaps

  • Conducting A/B tests on website elements: Headlines, buttons, and images

  • Analyzing website performance with tools like Google Optimize and Hotjar

• Improving Landing Pages

  • Best practices for designing high-converting landing pages

  • Optimizing forms for user experience and conversions

IT Requirements:

• Laptop/PC with internet access

• Website or landing page for A/B testing and optimization

• Access to conversion optimization tools (e.g., Google Optimize, Hotjar)

Module 8: Analytics and Reporting

• Introduction to Digital Marketing Analytics

  • Understanding Google Analytics and other analytics tools

  • Setting up goals and tracking eCommerce transactions

  • Using UTM parameters for campaign tracking

• Analyzing and Interpreting Data

  • Understanding key metrics: Traffic sources, user behavior, and conversion rates

  • Creating custom reports and dashboards for stakeholders

• Improving Strategies Based on Data

  • Data-driven decision-making: Optimizing campaigns based on performance data

  • Reporting ROI on marketing activities and adjusting strategies

IT Requirements:

• Laptop/PC with internet access

• Google Analytics account

• Social media insights for performance analysis

Module 9: Mastering Digital Marketing Campaigns

• Integrated Digital Marketing Campaigns

  • Creating a full-fledged digital marketing campaign: Combining SEO, PPC, social media, and content marketing

  • Managing campaigns across multiple platforms: Facebook, Google, LinkedIn, and others

• Branding and Positioning

  • Building a strong brand presence through digital marketing

  • Strategies for competitive analysis and positioning in the market

• Final Project

  • Create and execute a digital marketing strategy for a business, real or hypothetical, covering all channels

IT Requirements:

• Laptop/PC with internet access

• Access to marketing platforms (e.g., Google Ads, Facebook Ads)

• Tools for campaign management (e.g., Hootsuite, Buffer)

Tools & Platforms Covered:

• SEO Tools: Google Analytics, Google Search Console, SEMrush, Ahrefs, Moz

• Social Media Management: Hootsuite, Buffer, Sprout Social

• PPC Tools: Google Ads, Facebook Ads Manager

• Email Marketing: Mailchimp, ActiveCampaign, ConvertKit

• Landing Page Optimization: Unbounce, Leadpages, Google Optimize

• Analytics: Google Analytics, Hotjar, Mixpanel