Understanding Digital Marketing

What is Digital Marketing?

• Defining Digital Marketing
• Evolution of Digital Marketing
• Key Components and Strategies

Online Vs Offline Marketing

• Comparing Strategies and Effectiveness
• Integration of Online and Offline Efforts
• Case Studies of Integrated Marketing Campaigns

Digital Marketing Channels

• Overview of Different Channels
• Best Practices for SEO, PPC, Email, and Social Media
• Measuring Success in Digital Channels

Types of Online Websites

• E-commerce Sites
• Blogs and Personal Websites
• Corporate and Brand Websites
• Social Media Platforms

Examples of Successful Digital Marketing Campaigns

• Analyzing High-Impact Campaigns
• Strategies Behind the Success
• Lessons Learned and Best Practices

Practical Application: Campaign Analysis

• Study and Present an Analysis of a Recent Digital Marketing Campaign

Understanding the Marketing Funnel

• Introduction to Marketing Funnels
• Stages of the Digital Marketing Funnel
• Creating Customer Journeys

Practical Application: Funnel Experience

• Share a Personal Experience of Entering a Marketing Funnel
• Discuss the Tactics and Strategies Used at Each Stage

Assignments

• Create a Storyboard for a Customer Journey Through the Digital Marketing Funnel

Tools Covered

• Analytics and Tracking Tools
• CRM Systems

Duration:

• 4 Hours

WordPress Creation & Design

• WordPress Basics: Pages, Posts, Menus

• Themes and Plugins: Selection and Usage

• Gutenberg and Classic Editors: Introduction

• Website Design: Home Page and Blog Setup

• Branding: Logo and Theme Customization

• Communication: Contact Forms with Contact Form 7

• WordPress Resources: Theme Stores like ThemeForest

• Email Setup: Hosting Accounts and G Suite Basics

Master the essentials of WordPress, the leading content management system for digital marketers. This module provides hands-on experience in building and customizing a WordPress site from the ground up. You’ll learn how to create engaging content, design effective layouts, and enhance functionality with plugins.

Key objectives include:

• Navigating WordPress interface for creating and managing content

• Customizing the look and feel of your site with themes and plugins

• Building a contact form for effective customer communication

• Exploring theme marketplaces for professional design options

• Setting up professional email services on your hosting account

By the end of this module, you’ll have the skills to create a fully functional WordPress site tailored to your marketing needs.

Tools Covered

• WordPress Dashboard • Contact Form 7

• G Suite for Communication

Duration: 6 Hours

Assignment: Set up a blog page and a contact us page on your WordPress site, integrating essential widgets and categories, and demonstrate the use of a custom email setup.

SEO Mastery Module

• Introduction to SEO and Keyword Research

• On Page Optimization Techniques

• Off Page SEO and Link Building

• Guest Posting and Outreach

• Local and Mobile SEO

• Blackhat SEO and PBN

Delve deep into the world of Search Engine Optimization with this module, designed to equip you with the tools and techniques necessary for improving website visibility and ranking.

This course covers both foundational and advanced aspects of SEO, from keyword research to the intricacies of on-page and off-page optimization.

Key learning areas include:

• Mastering SEO tools like Google Keyword Planner and RankMath.

• Understanding and applying on-page and off-page SEO techniques.

• Exploring guest posting strategies for link building.

• Navigating the nuances of local and mobile SEO.

• Recognizing the risks and strategies of Blackhat SEO.

This module is tailored to provide practical insights and hands-on experience, ensuring you’re ready to implement effective SEO strategies in real-world scenarios.

Tools Covered

• Google Keyword Planner, RankMath, Ahrefs, SEMRush

• Local SEO Tools: Google My Business, Bing Places

Duration: 6 Hours

Assignment:

• Perform keyword research and optimize a website article.
• Create backlinks through guest posting and local citations.

Social Media Management

• Introduction to Social Media Platforms

• Content Creation and Curation

• Social Media Strategies and Planning

• Engagement and Community Building

• Analytics and Reporting

• Social Media Advertising

• Crisis Management on Social Media

This module provides an in-depth exploration of social media management, crucial for digital marketers in today’s interconnected world. It’s designed to equip you with the skills to create, manage, and optimize social media content and campaigns across various platforms.

Key learning areas include:

• Navigating major social media platforms and understanding their unique features.

• Developing engaging content tailored to each platform’s audience.

• Crafting and executing effective social media strategies.

• Analyzing performance data to refine tactics.

• Managing paid advertising campaigns on social networks.

• Handling crises and maintaining brand reputation online.

The course combines theoretical knowledge with practical exercises, ensuring you gain both understanding and experience in managing social media effectively.

Tools Covered

• Social Media Platforms (Facebook, Twitter, Instagram, LinkedIn)

• Analytics Tools (Google Analytics, Facebook Insights)

• Advertising Platforms (Facebook Ads Manager)

Duration: 20 Hours

Assignment:

• Create and implement a social media strategy for a brand.
• Analyze and report on the performance of a social media campaign.

Facebook Ads

• Introduction to Facebook Ads

• Setting Up Facebook Ad Campaigns

• Targeting and Audience Selection

• Ad Formats and Creative Best Practices

• Budgeting and Bidding Strategies

• Analyzing and Optimizing Ad Performance

• Advanced Techniques in Facebook Advertising

Explore the dynamic world of Facebook advertising in this comprehensive module. Designed for digital marketers, this course covers all aspects of creating, managing, and optimizing Facebook ad campaigns to achieve marketing objectives effectively.

Key learning areas include:

• Navigating the Facebook Ads Manager interface.

• Crafting compelling ad creatives and choosing the right formats.

• Targeting your ads to the right audience segments.

• Managing budgets and bids for maximum ROI. • Interpreting ad performance data to refine strategies.

• Utilizing advanced tools and features for sophisticated ad campaigns.

This module is aimed at equipping you with both the theoretical knowledge and practical skills necessary to run successful Facebook advertising campaigns.

Tools Covered

• Facebook Ads Manager

• Audience Insights Tool

Duration: 10 Hours

Assignment:

• Create and launch a Facebook ad campaign for a hypothetical product or service.
• Analyze the campaign’s performance and suggest optimization strategies.

Search Engine Marketing (SEM) 

• Introduction to SEM

• Understanding PPC Campaigns

• Google Ads: Setup and Management

• Keyword Research for SEM

• Creating Compelling Ad Copy

• Landing Page Optimization

• Bidding Strategies and Budget Management

• Analytics and Conversion Tracking

• Advanced SEM Tactics and Tools

In this module, you’ll dive into the world of Search Engine Marketing, an essential aspect of digital marketing that focuses on paid strategies to gain visibility in search engine results. You’ll learn to effectively create and manage Pay-Per-Click (PPC) campaigns, primarily focusing on Google Ads.

Key learning areas include:

• Basics of SEM and its role in digital marketing.

• Setting up and managing Google Ads campaigns.

• Conducting keyword research specifically for paid search.

• Writing effective ad copy that converts.

• Optimizing landing pages for higher conversion rates.

• Employing effective bidding strategies and budget management.

• Using analytics to track and measure campaign success.

• Exploring advanced SEM tools and techniques for enhanced performance.

This module provides both theoretical knowledge and practical skills necessary for successful SEM campaign management.

Tools Covered

• Google Ads

• Google Analytics

Duration: 20 Hours

Assignment:

• Create a Google Ads campaign for a given scenario.
• Analyze campaign data to optimize performance and ROI.

Content Writing and Copywriting

• Fundamentals of Content Writing

• Principles of Copywriting

• Crafting Engaging and Persuasive Copy

• SEO in Content Writing

• Writing for Different Digital Formats

• Effective Research Techniques

• Editing and Proofreading Best Practices

• Content Strategy and Planning

• Copywriting for Social Media and Ads

This module focuses on the art and science of content writing and copywriting, crucial skills for digital marketers and communicators. You’ll learn how to create compelling content that engages audiences and drives action, blending creativity with strategy.

Key learning areas include:

• Understanding the core principles of content writing and copywriting.

• Developing SEO-friendly content that ranks and engages.

• Writing effectively for various digital platforms, including websites, blogs, and social media.

• Mastering research techniques to add depth and credibility to your content.

• Sharpening editing and proofreading skills to ensure quality.

• Strategizing content to align with marketing goals.

• Crafting persuasive copy for advertising and social media campaigns.

You’ll gain practical skills that enable you to produce content that resonates with your target audience and meets business objectives.

Tools Covered

• SEO Tools (e.g., Google Analytics, Keyword Planner)

• Editing Software (e.g., Grammarly)

Duration: 6 Hours

Assignment:

• Write a blog post incorporating SEO best practices.
• Create a copy for a social media ad or an email campaign.

• Introduction to Ecommerce

• Ecommerce Platforms: Overview and Comparison

• Setting Up an Online Store

• Product Selection and Sourcing

• Ecommerce Website Design Principles

• Payment Gateway Integration

• Ecommerce SEO and Marketing Strategies

• Customer Experience and Retention

• Analytics and Performance Measurement

Delve into the world of Ecommerce with this comprehensive module, designed to provide a thorough understanding of setting up and running an online store. You’ll explore various Ecommerce platforms, learn about effective product sourcing, and understand how to design a user-friendly online shopping experience.

Key learning areas include:

• Understanding different Ecommerce platforms and choosing the right one.

• Key steps in setting up an Ecommerce website.

• Strategies for selecting and sourcing products.

• Best practices in website design tailored for Ecommerce.

• Integrating secure and efficient payment gateways.

• Implementing SEO and digital marketing tactics specific to Ecommerce.

• Enhancing customer experience to boost loyalty and retention.

• Utilizing analytics tools to measure and optimize store performance.

This module is crafted to equip you with the skills to successfully establish and grow an Ecommerce business.

Tools Covered • Ecommerce Platforms (e.g., Shopify, WooCommerce)

• SEO and Analytics Tools (e.g., Google Analytics)

Duration: 15 Hours

Assignment:

• Design a blueprint for an Ecommerce store, including platform selection, product categorization, and marketing strategy.
• Analyze an existing Ecommerce store and propose optimization strategies.

Graphic Design For Digital Marketers

• Canva Tutorial
• Pixlr Tutorial
• Shopify Logo Creator
• Canva Logo Maker
• Making Background Transparent
• Changing Dimensions of An Image
• List of Sites To Get Free Images

Graphic design is an indispensable tool in the digital marketer’s toolkit. This module equips you with the practical skills to create visually captivating content that stands out in today’s crowded digital space. You’ll learn to use popular graphic design tools to construct logos, social media posts, and other marketing materials that resonate with your target audience.

The module’s key learning outcomes include:

• Crafting unique logos and branding materials using Canva and Pixlr.
• Designing impactful social media posts that engage and convert.
• Understanding the importance of image transparency and how to achieve it.
• Resizing and adapting images for different platforms with precision.
• Accessing a wealth of high-quality images from sources like Pexels and Unsplash for your creative projects.
• Creating animated graphics and GIFs to enhance your digital storytelling.

By the end of this module, you’ll have a solid foundation in graphic design principles and the confidence to create your own marketing visuals.

Tools Covered • Canva • Pixlr • Shopify Logo Creator

Duration: 6 Hours

Assignment: • Create a logo for your business using the graphic design tools discussed. • Design a social media post for your business using Canva.

LinkedIn Marketing Module

• Understanding LinkedIn’s Platform

• Building a Strong LinkedIn Profile

• LinkedIn Content Strategy

• Networking and Building Connections

• LinkedIn Advertising

• Measuring Success with LinkedIn Analytics

• LinkedIn for Personal Branding

• Advanced LinkedIn Features and Tools

• Best Practices for B2B Marketing on LinkedIn

This module is dedicated to exploring LinkedIn Marketing, an essential tool for professionals and businesses in the B2B space. You’ll learn how to effectively use LinkedIn to build a professional network, enhance personal branding, and execute successful marketing campaigns.

Key learning areas include:

• Crafting an impactful LinkedIn profile.

• Developing and implementing a content strategy on LinkedIn.

• Expanding your professional network and engagement.

• Utilizing LinkedIn’s advertising platform to reach targeted audiences.

• Leveraging LinkedIn analytics to measure and improve performance.

• Utilizing LinkedIn for brand building and thought leadership.

• Exploring advanced tools and features for enhanced marketing efforts.

• Applying best practices for B2B marketing on LinkedIn.

This module aims to provide comprehensive insights and practical skills for leveraging LinkedIn as a powerful marketing and networking tool.

Tools Covered

• LinkedIn Platform

• LinkedIn Analytics

Duration: 7 Hours

Assignment:

• Create and optimize a LinkedIn profile for a professional or business.
• Develop and implement a LinkedIn content and engagement strategy.

WhatsApp Marketing Module

• Introduction to WhatsApp Marketing

• Setting Up a WhatsApp Business Account

• Effective Messaging Strategies

• Utilizing WhatsApp for Customer Service

• Creating and Managing Broadcast Lists

• WhatsApp Business API Overview

• Campaign Planning and Execution

• Measuring Campaign Effectiveness

• Best Practices for WhatsApp Marketing

In this module, delve into WhatsApp Marketing, an increasingly popular tool in the digital marketing toolkit. Learn how to use WhatsApp effectively to reach and engage customers, providing a personalized marketing experience.

Key learning areas include:

• Understanding the potential of WhatsApp as a marketing channel.

• Setting up and optimizing a WhatsApp Business profile.

• Developing strategies for effective communication and engagement.

• Leveraging WhatsApp for customer support and service.

• Utilizing broadcast lists for targeted messaging.

• An overview of WhatsApp Business API for advanced functionalities.

• Planning and executing marketing campaigns via WhatsApp.

• Analyzing and measuring the impact of WhatsApp campaigns.

• Best practices to ensure success in WhatsApp marketing.

This module provides both the fundamental concepts and practical approaches to make the most of WhatsApp in your marketing strategy.

Tools Covered

• WhatsApp Business App

• WhatsApp Business API

Duration: 5 Hours

Assignment:

• Develop a WhatsApp marketing strategy for a business.
• Implement a campaign and analyze its effectiveness.

• Fundamentals of Digital Analytics

• Introduction to Google Search Console

• Setting Up Google Search Console

• Understanding Search Console Reports

• Integrating Google Analytics with Search Console

• Analyzing Website Traffic and User Behavior

• SEO Insights from Google Search Console

• Tracking and Improving Website Performance

• Advanced Features and Tools in Analytics and Search Console

In this module, you’ll explore the essential aspects of digital analytics with a focus on Google Search Console, a critical tool for understanding and optimizing your website’s performance in Google search. Gain insights into effectively analyzing data to make informed decisions.

Key learning areas include:

• Basic concepts and importance of digital analytics in marketing.

• Setting up and navigating Google Search Console.

• Interpreting data and reports from Google Search Console.

• Integrating with Google Analytics for comprehensive insights.

• Understanding user behavior and traffic patterns on your website.

• Leveraging SEO data from Search Console to enhance website visibility.

• Monitoring and improving site performance using analytics tools.

• Exploring advanced functionalities for in-depth analysis.

This module is designed to provide a thorough understanding of digital analytics tools and practices, with a special emphasis on Google Search Console.

Tools Covered

• Google Search Console

• Google Analytics

Duration: 7 Hours

Assignment:

• Set up Google Search Console for a website.
• Analyze and report on key metrics and insights using Google Analytics and Search Console.