Digital Marketing Specialist Course Highlights
MODULE #1: THE 4M FRAMEWORK FOR DIGITAL MARKETING
· The Goal of digital marketing
· The 4M Marketing Framework - the essentials of ANY marketing strategy
· This is the framework that powers all successful digital marketing campaigns.
· The 4M Framework is the foundation that leads on to all the other modules that follow
· The 4M Framework in detail
MODULE #2: MARKETING ANALYTICS
· Why analytics?
· Data-driven decision-making
· Google Analytics
· Key Performance Indicators (KPI's)
· Business KPI's
· Marketing KPI's
· A/B Testing
· What is A/B testing?
· A/B testing vs Multi-variate
· Why test?
· The testing process
· What to test
· Testing tools
· Data analysis tools
· A look at the metrics that matter and which ones don't
· Setting up your tracking systems
MODULE #3: ELEMENTS OF HIGH-PERFORMANCE WEBSITES
· I've been building and working on websites for over fourteen years, I share with you the common costly mistakes people make.
· I share the crucial elements to a high-performance website that works for you.
· Elements of High-Performance Websites Introduction
· The important mindset approach to your website
· Aligning your website with your business goals
· The 3 elements of high-performance webistes
· Design & Layout
· Common design layouts
· Mobile-responsiveness
· Navigation
· Colours
· Colour theory
· How to figure out what colours work together
· Pretty design vs effective design
· How to know when your website needs revisions
· Content
· Text elements
· Text Font Styles
· Text Font Colours
· Text Font Size
· Copywriting
· Call-to-Actions
· Image elements
· Image relevancy
· Image file formats
· Image optimization
· Image ALT tags
· Video elements
· Video relevancy
· Video file formats
· Video optimization
· Technical Factors
· Web hosting
· Site speed
· URL structure
· Internal link structure
· Content management system (CMS)
MODULE #4: FUNNEL MARKETING STRATEGY
· Introduction to Marketing Funnels
· What is a funnel
· The stages of a funnel
· The goal of a funnel
· Why marketing funnels?
· The role of funnels in your entire marketing campaign
· Top of funnel
· Middle of funnel
· Bottom of funnel
· How to design, map, and build your funnel
MODULE #5: 80/20 FOUNDATIONS IN HIGH-PERFORMANCE EMAIL MARKETING
· Contrary to what you may think email is NOT dead. In fact, it's the "not so-secret" weapon of all successful digital marketers and businesses.
· I show you how email has been the most profitable channel, even now.
· Why email marketing
· Regulatory compliance
· US CAN-SPAM
· Canada Spam Laws
· European Union GDPR
· Best practices to comply with international regulations
· How to build your email list
· The Email Life Cycle
· Email capture
· Anatomy of a Successful Email
· Follow-up sequences
· Key performance indicators (KPI's)
· Pillars of email marketing
· Marketing Automation
MODULE #6: SEARCH ENGINE OPTIMIZATION (SEO)
· SEO and organic reach is dying, but still has its place.
· I share with you the 80/20 of SEO and how it fits in your overall marketing strategy
· Keyword research
· Tools
MODULE #7: SEARCH ENGINE MARKETING (SEM) / PAID SEARCH
· Paid search can be highly profitable, but if you don't know what you're doing (or if you hire an agency that doesn't know what they're doing), you can lose a lot of money fast.
· I share my framework for you how to roll out profitable search campaigns - works for small budget campaigns and million-dollar campaigns
· Search Campaign Planning
· The 8 campaign planning processes such as:
· Your ideal customer
· Mapping your search campaigns to your marketing funnel
· Attribution models (what are they and how to select the right one for your business)
· Keyword research
· Search Campaign Structure
· The framework for organizing and setting up your campaigns that can mean either success or failure for your campaigns
· How to use the Ad Matrix
· Keyword Match Types explained
· Attribution models
· Bidding options explained
· Ad extensions
· Quality Score explained
· Ad writing tips
· Key Performance Indicators (KPI's)
· How not to lose money
MODULE #8: CONTENT MARKETING
· If you haven't had success with content marketing but see everyone else doing it, this module pulls back the curtain to share with you how to do content marketing the right way.
· The Goal of Content Marketing
· What content should you produce? Content Research
· Producing your content
· Elements of high-converting content
· The SMART Content Production Method
· The content myth
· How to promote & distribute your content
· Methods to promote your content
· Tools
· How to measure your content marketing efforts
MODULE #9: SOCIAL MEDIA MARKETING
· Which social media platforms should you be using? I show you how to answer this question.
· How to integrate social media campaigns into your overall marketing strategy
· What this module is and isn't and why most social media marketing courses aren't effective
· How to develop a social media strategy
· Applying our ad campaign framework to Facebook Ads
MODULE #10: DISPLAY AND NATIVE ADVERTISING (Hot!)
· As Facebook and Google ad costs skyrocket, businesses are looking for more cost effective yet profitable traffic sources, this is a hot area
· Why display and/or native ads
· The Google Display Network (GDN)
· Mapping display campaigns to your funnel
· How to structure your campaigns
· Mapping your display campaigns to your Ad Matrix
· Native Ads
· What are native ads?
· Is native ads for you?
· Native ad networks
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