Learn how to create a successful digital marketing strategy and optimize your business's website to reach your target audience. This accelerated course covers topics such as identifying your goals and audience, optimizing your website for conversion, and developing a value proposition.
Overview
Syllabus
Digital Marketing Strategy
Intro to Digital Marketing
- What is digital marketing?
- The digital marketing landscape
- A look at digital marketing channels
- Establishing goals, objectives & KPIs
- Leveraging social media for growth
Target Audience Identification
- How to identify your target audience
- How to build customer personas
- Tools for researching your targeting audience
Developing Your Positioning in the Market Place
- Identify what makes your company unique
- Develop your positioning statement
- Develop a value proposition
Developing Your Digital Marketing Strategy
- Identifying your top goals
- Establishing a budget
- Design Tactics
- Tracking Key Performance Indicators (KPIs)
- Measuring Results
Website Fundamentals
Introduction to the Hub & Spoke Model
- The role of your website
- Three questions every website should answer
- Developing a user-friendly website structure
Designing an Effective Homepage
- The role of your website homepage
- Elements of a successful homepage
- Using persuasion in design
Designing Effective Product Pages
- Product page formats
- Best practices for product pages
- Features every product page should have
Taught by
Nicole McCullum, J.J. Coleman, and Dan Rodney
