Digital Marketing Foundations (2021)

Introduction

• Connecting with customers online
• What is digital marketing?
• Getting started with digital marketing

1. The Digital Marketing Framework

• The building blocks of digital marketing
• The marketing funnel
• The buyer journey
• Creating a buyer journey map

2. Digital Marketing First Steps

• Developing a marketing strategy
• Defining your value proposition
• Identifying your target market
• Creating your persona
• Establishing goals
• Developing your KPIs
• Drafting a one-page marketing plan

3. Digital Marketing Key Concepts

• Digital marketing is persuasive
• Digital marketing is data driven
• How online analytics work
• Capturing key insights
• Connecting with your customer

4. Digital Marketing Hub and Spokes

• Understanding your online presence
• Deciding on a marketing channel
• The power of messaging
• Creating lean messaging
• How to prioritize in marketing

5. Digital Marketing with Your Website

• Optimizing your website
• Investing in copywriting
• Building landing pages that convert

6. Digital Marketing with SEO

• What is SEO?
• Essential SEO techniques
• Evaluating local SEO

7. Digital Marketing with Paid Channels

• Introduction to paid advertising
• Identifying the value of a customer
• Deciding when to pay to advertise
• Budgeting for paid marketing
• Creating your first paid campaign

8. Digital Marketing with Social Media

• The value of social media marketing
• Getting started with social media
• Deciding on a platform
• Building and leveraging followers

9. Digital Marketing with Email

• The power of email marketing
• Developing an email marketing plan
• Dealing with email fatigue
• Measuring the success of email
• Tools to launch successful campaigns

10. Digital Marketing with Video

• The impact of video marketing
• Getting started with video marketing

11 Analytics Skills

• Deciding what to track
• Generating reports
• Campaign tagging

12. Additional Marketing Channels

• Digital marketing: Influencer marketing
• Digital marketing: Automation

13. Trends to Watch

• Trends to watch: Interactivity
• Trends to watch: Chatbots
• Trends to watch: Artificial intelligence

Conclusion

• Continue learning digital marketing