Digital Marketing Training Course

Digital Marketing Course Contents

This digital marketing course is a fast track for following courses

1. Email marketing course
2. PPC training & Google Adwords course
3. Social Media Marketing course

4. Google Analytics course
   

5. Google Search Console / Google Webmaster Tools

Part 1: Email Marketing

What is Email Marketing?

• Marketing
• The backbone of marketing

SPAM

• How to avoid
• Emails Sent From A Real Email Address
• Accurate Subject Lines
• Statement of Type of Email in Message Body
• Opt-Outs/Unsubscribes
• Mailing Address
• Trust, Reputation & Permission
• Winning friends & influencing people through the inbox.
• SPF Records
• Domain Keys
• Sender ID’s

What can it do for Your Business?

• Boost Repeat Business
• Create & Increase Awareness
• Drive Revenue & Profit

Benefits

• Email Marketing Has a Wide Reach
• Email Marketing Excels in Return-on-Investment
• Email Marketing Improves Brand Awareness and Customer Relations
• Email Marketing Is Measurable
• Email Marketing Can Be Highly Customized

Why use an email service?

• Email Service vs. Outlook
• Standard Email Programs (e.g. Outlook, Hotmail)
• Email marketing services automate best practices
• Be a Trusted Sender

Email Marketing Systems

• Different Email Marketing Systems
• Open Source Email Marketing Systems
• Paid Email Marketing

MailChimp system requirements

• Star ratings mean:
• Create a campaign
• Link to a web address
• Adding content
• Formatting content
• Tips for creating your HTML Campaign
• Using merge tags in campaigns
• Autoresponders
• Add a birthday field
• Create a birthday autoresponder
• Connect MailChimp with your Google account
• Add Google Analytics tracking to your campaign

Reporting Information

• Overview
• Activity
• Links
• Social stats
• Ecommerce
• Single campaign report
• Combined campaign report
• Share campaign reports

Why Email Marketing

• ROI
• Flexibility & Speed
• Customer Preference
• Is Email’s ROI Even Higher
• Is that number relevant to you?

Know Your Audience

• How do your subscribers want to hear from you?
• How often do they want to hear from you?
• How often would you prefer to receive emails from us?
• Create a segment based on the frequency answer.
• Would your subscribers prefer to receive emails in text format?

Email Marketing Technical Terms

• Deliverability
• Open RATE
• CTR
• Conversion Rate
• Unsubscribe Rate
• Viral Rate
• ROMI
• Value of a Subscriber

Advanced Email Marketing

• Developing Your Calls to Action
• Creating Effective Calls to ActionGetting what you want from website visitors and email recipients
• Layout & Design Considerations
• Comparing website & email design
• Tracking CSS Support in Multiple Email Clients can be complex:
• Why standards matter:
• Testing & Experimentation
• Monitoring Performance
• Soft and Hard Bounces
• List Building Techniques
• Ideas and What’s Next

Part 2: PPC & Google Adwords

Introduction Google Adwords

• What is AdWords
• What AdWords can do for you

Set up an AdWords account

• Create a website for your ads
• Create an AdWords account
• Setting up currency and time zone
• Creating your ad campaign
• Submit billing information
• Understanding your billing options
• Finding your first ads
• Languages and browsers that you can use

Running a campaign

• How your account is structured
• Targeting your audience
• Setting your bid and budget

Create an Ad Group

• Creating your first ad and keywords
• Writing an effective ad
• Selecting keywords

Monitor and Refine your Ads

• Getting your ads up and running
• Basic reporting
• Refining your campaign
• Adjusting your ads and keywords

Tracking and improving results

• Results matter
• Measuring your conversions
• Understanding conversion data

Optimise your Keywords

• Improving your keywords
• Understanding search terms data
• Smarter bidding

Optimise your Ads and Landing Pages

• Improving your ads
• Choosing the right landing page
• Understanding how users behave on your site

Keyword options

• Broad Match
• Negative Match
• Phrase Match
• Exact Match

Technical Terms

• What is Ad Ranks
• Quality Score
• A bit about bidding and Quality Score
• clickthrough rate (CTR)
• Cost
• CPM
• CPC
• CPA
• maximum cost-per-click bid
• bid adjustments
• Enhanced CPC

Control your costs

• Daily budget
• Actual CPC
• Overdelivery
• Fine tune your bids
• Automatic bidding.
• Quality Score

 Key Concepts

• Relevance:
• Why it matters
• higher position
• How it's used
• Return on investment (ROI).

Campaign types

• Google search sites
• Search Network:
• On mobile search
• Google Display Network.

Targeting ads

• Geographic location
• interest categories
• age or gender.
• Re-marketing campaigns

Part 3: Social Media Marketing

Introduction

• What is social media?
• Proof of the power of social
• How does social media help businesses?
• Social media habits to avoid

Social media in business

• Understand the current social media landscape
• Case studies and examples of who’s doing it well – and who’s not!
• The challenges and opportunities presented by social media
• Overcoming resistance to change

Planning for Social Media

• Aligning social media with your business plan
• Using social media to establish your identity and your message

Blogs

• The importance of blogging
• Audience engagement using video
• What to blog about
• Commenting and guest blogging

Twitter in your Social Media campaign

• Getting the best out of Twitter
• Twitter jargon
• Retweets, hashtags and lists
• Twitter tools
• Finding influential users
• Adding a Twitter widget on your site/blog
• Changing your Twitter background

LinkedIn in your Social Media campaign

• Enhancing your profile
• Building connections and recommendations
• Driving traffic with groups and answers

Facebook in your Social Media campaign

• Profiles, groups and business pages
• Developing a Facebook business page
• Making the most of Facebook timeline
• Promoted Posts & Facebook Ads

Google+ in your Social Media campaign

• Your profile and business page
• Using Circles
• +1’s – their impact on SEO

Pinterest in your Social Media campaign

• The power of sharing visuals
• Pinning and repinning

Measuring and monitoring

• What are people saying about you?
• Analytics and stats tools

Developing your social media plan

• Measure the success (or failure) of your current social media efforts
• How do you determine the ROI of social media?
• Crowdsourcing - what it is and how you can use it
• The role of User Generated Content
• How to use social media for enhanced search engine visibility
• Ways to implement the technology internally for improved growth and profitability
• How to get the best out of online video, podcasts, discussion forums, wikis and blogs
• Developing your Key Performance Indicators

Part 4: Google Analytics

Introduction to Google Analytics

• The history
• Evolution of Google Analytics
• Future of Google Analytics
• Google Analytics terminology
• Role of Google Analytics in your website
• How Google Analytics works
• Google analytics cookies for tracking information

Creating your Google Analytics Account

• Create your profile
• When to use profile
• Account vs Profile
• Manage multiple website accounts
• Manage profiles
• Work with filters
• Working with goals
• Analytics funnels to maximise performance

Export Reports

• Export report into PDF, CSV and other formats
• Create an export email

Real-Time reports

• When to use real time reports
• Benefits of real time reporting

Google Analytics Interface.

• Understanding the dashboard
• Report navigation
• Setting date and comparison date ranges
• Interpreting reports

Metrics Types

• Visits
• Visitors
• Pageview
• Time Metrics

Content Reports

• Usage of content reports
• Analyse visitors’ behaviour using content reports
• Create content drilldown reports
• Site Content
• All Pages
• Content Drilldown
• Landing Pages
• Exit Pages
• Site Speed Overview
• Page Timings
• User Timings
• Site Search Overview
• Usage
• Search Terms
• Pages
• Events

Traffic Sources

• Understanding traffic sources
• Overview of key traffic sources reports
• Which traffic sources are working?
• Traffic conversion into revenue
• Multi-channel funnels: how to allocate conversions when multiple channels are involved
• Using the Google URL builder to tag campaigns
• All Traffic
• Direct
• Referrals
• Search
• Campaigns
• Search Engine Optimisation
• Queries
• Landing Pages
• Geographical Summary
• Cost Analysis
• Advertising
• AdWords sources

Social Media Monitoring

• Overview
• Network Referrals
• Landing Pages
• Conversions
• Plug-ins
• Visitors Flow

Visitors Analysis

• Overview
• Demographics
• Language
• Location
• Behaviour
• New vs. Returning
• Frequency & Recency
• Engagement
• Technology
• Browser & OS
• Network
• Mobile Overview
• Mobile Devices
• Custom
• Custom Variables
• User-Defined
• Visitors Flow

Campaign tracking for e-mail marketing

• Integrate your Google Analytics account in your email
• Analyse results

Integration with other applications

• Google AdWords Integration.
• Connecting Google Webmaster tools to Google Analytics

Measuring Online Success using E-commerce tracking

• Overview
• Monetising performance with e-commerce reporting
• Product Performance
• Sales Performance
• Transactions
• Time to Purchase

Campaign ROI & Multi-Channel Funnels

• Overview
• understanding how other channels impact on performance
• Assisted Conversions
• Top Conversion Paths
• Time Lag
• Path Length

Goals

• Overview
• Goal URLs
• Reverse Goal Path
• Funnel Visualisation
• Goal Flow