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ADVANCED DIGITAL MARKETING TRAINING COURSE CONTENT

1.Digital Marketing Overview
2. Website Planning & Creation
3. Content Marketing
4. Search Engine Optimization
5. Google Analytics
6. Search Engine Marketing (Google Ads/AdWords)
7. Social Media Marketing 8. Mobile Marketing
9. Influencer Marketing
10. Email Marketing
11. Affiliate Marketing
12. YouTube Marketing
13. Lead Generation for Business

Module – 1: Digital Marketing Overview

1. What is marketing?
2. What is Traditional & Digital Marketing?
3. Traditional Vs Digital Marketing
4. Advantages of Digital Marketing
5. What you will get by the end of this course
6. Advantages of learning Digital Marketing
7.Customer journey in Traditional Marketing
9.Types of Media in Digital Marketing
10.Process of Digital Marketing
11.Case Study
12. Practice
13.Assignment

Module – 2: Website Planning & Creation

1.Fundamentals of a Website
2.Domain Name, Hosting and Website Development Tools
3.Basics of UX (User Experience) Design
4.Importance of UX Design in Marketing
5. Basic UI Elements
6.Website Planning Process
7. Buy a Domain Name and Host the Website
8. Setup WordPress and Install Theme
9. Install Required Plugins
10. Create Google Analytics Account
11. Build Blog Posts
12. Build Pages
13. Setup Menus
14. Assignment: Setup Your Own Blog Website

Module – 3: Content Marketing

1. What is content marketing?
2. Importance of Content in Digital Marketing
3. Various forms of content
4. Content Strategy
5. Content Marketing Strategy
6. Organizational goals for content marketing
7. Principles of creating content
• Develop Buyer Persona
• Create the engagement cycle
• What is the brand story ?
• How to Develop content marketing channel plan
8. How to Identify the Right Topics to Write
9. Research and Collect Information
10. How to Write an Effective Blog Post
11. How to Create Great Titles for Your Post
12. Convert Your Post Into Various Formats
13. Measure the Reach and Actions
14. Assignment-1: Create your customer personal
15. Assignment-2: Create your content

Module – 4: Search Engine Optimization

1. What is Search Engine Optimization
2. Advantages of SEO
3. What do Search Engines Look?
4. What is crawling?
5. How Search Engines work?
6. What is Indexing?
7. What is ranking?
8. Google Algorithms Updates
9. SEO Glossary
10. SEO Process
• Step 1: Website Audit
• Step 2: Create Strong Website
• Step 3: Fill Each Page with Rich Content
• Step 4: Perform Keyword Research
• Step 5: On Page Optimization Factors
• Step 6: Off Page Optimization Activities
• Step 7: Monitor Performance
11. Webmaster Tools
12. Robots.txt
13. Sitemap.xml
14. Local SEO
15. Practice
16. Assignment

Module – 5: Google Analytics

1. What is Google Analytics?
2. Importance of Digital Analytics
3. Create Google Analytics Account and Setup Tracking Code
4. Create Custom Reports and Dashboards
5. Real-Time Reports
6. Audience Reports
7. Acquisition Reports
8. Behavior Reports
9. Conversion Reports
10. Setup Goals and Filters
11. Integrate Google Analytics with Other Systems
12. Manage Permissions
13. Conduct Experiments (A/B Testing
14. How to Come-up with Actionable Insights Based on Data
15. Practice: Develop the Suggested 10 Reports for Given Website

Module – 6: Search Engine Marketing

1. What is Search Engine Marketing?
2. Introduction to Google Ads (AdWords)
3. DIfferent Formats of Ads
4. What is Quality Score
5. What is Ad Rank
6. What is an Ad, Ad Group and Campaign
7. What are different types of bid strategies
8. What is a Keyword, match type, negative keywords
9. What is an Ad Extension and Types of Ad Extensions
10. What is an Ad Delivery Method
11. Generate and Add Conversion Tracking Code to the Website
12. Generate UTM Tagged Landing Page URL
13. Ad copy writing
14. Google Ads Account Creation & Payment
15. Creation of Search Network only Ads
16. Creation of Display Network only Ads
17. Creation of Search Network with Display select Ads
18. Creation of Video Ads
19. Creation of Shopping Ads
20. Creation of App promotion Ads
21. What is Remarketing
22. Setup Remarketing
23. How to Optimize an Ad for Better Results

Module – 7: Social Media Marketing

1. Introduction to Social Media Marketing
2. Advantages of Social Media Marketing
3. Social Media Marketing Methods
4. Create Content Strategy
5. Create Social Media Calendar
6. Create Social Media Content
7. Content Distribution / Scheduling - Process and Tools
8. Social Media Monitoring - Process and Tools
9. Social Media Analytics - Process and Tools
10. Build Audience & Connections
11. Facebook Marketing
12. Instagram Marketing
13. LinkedIn Marketing
14. Google Plus Marketing
15. Twitter Marketing
16. Pinterest Marketing
17. Practice: Create Social Media Calendar for a Given Brand
18. Practice: Create a Social Media Post for a Given Brand
19. Practice: Setup Social Media Channels for Your Website

Module – 8: Mobile Marketing

1. The Mobile opportunity
2. What is Mobile Marketing
3. The Mobile Web Site
4. Mobile Messaging
5. Mobile Advertising
6. Geo-location & Geo-targeting
7. Mobile Coupons
8. Loyalty Programs & Mobile
9. Games for Mobile as a Marketing Tool
10. Video for Mobile
11. Consumer Feedback & Surveys
12. Creating your own mobile app

Module – 9: Influencer Marketing

1. Introduction to Influencer Marketing
2. Who is an Influencer?
3. What is influencer marketing?
4. Why influencer marketing is effective?
5. Influencer Marketing Obstacles
• Pairing the Right Influencer for Your Brand
• The “Mega-Influencer” Distraction
6. How to nail Influencer Marketing?
• Establish Your Presence as a Thought Leader
• Invest In Your Influencer Relationships
• Hiring an Influencer Management Team

Module – 10: E-Mail Marketing

1. Fundamentals • What is Email Marketing ?
• What do marketers need to do in 2018 to comply with GDPR changes?
• What is Transactional Email ?
• What Marketing Email ?
• Where Does Email Fit In?
• Email Marketing Isn’t New
• Email Facilitates ‘Lifecycle’ Marketing
• Relevancy Is Factor #1
• The Mobile Imperative
2. List Management
• Driving Sign-Up
• Welcome E-mails
• List Segmentation
• List cleansing & Management

3. Creative

• Understanding Reading Patterns
• Design Imperatives
• Design Fundamentals
• Content
• Long-Tail E-mails
• Latest Trends in E-mail Marketing
• Retention Strategies
4. Testing & Optimization
• Subject Line Testing
• Heat Maps
• Segments
• Images/Colors
• Copy Variants
• Mobile
• Frequency
• Date & Time
5. Measuring Success
6. Optimize & Innovate
7. How to reduce your Bounce Rate
8. Ultimate List of Email SPAM Trigger Words
9. List of Do’s and Don’t in Email Marketing

Module – 11: Affiliate Marketing

1. Introduction to Pay On Performance Marketing
• What is POP Marketing?
• Benefits of POP marketing
• Types of POP marketing techniques
2. Affiliate marketing – the original performance marketing technique
• What is Affiliate Marketing?
• Examples of affiliate websites
• How does it work?
• How to manage an affiliate program
• Key elements
• Using an affiliate network
• Tracking sales/leads
• Popular Affiliate networks
• The differences between networks
• Overview of costs and commissions
• Examples of commission
• Preparing your affiliate campaign
• Creative
• Managing your campaign
• Likely results
• Improving your results
3. Promotional marketing - voucher sites, daily deals and mobile phone deals
• Voucher Sites
• Daily Deals
• Location and mobile phone deals
4. Lead generation for B2B and services

Module – 12: YouTube Marketing

1.

Introduction to YouTube Marketing
2. Importance of YouTube Marketing
3. Benefits of YouTube Marketing
4. How to Setup a YouTube Channel
5. How to create videos for YouTube channel
6. How to upload, optimize and monetize YouTube Videos
7. YouTube Advertising using Google Adwords
8. YouTube Marketing Trends
9. YouTube Marketing - Best Practices
10. Youtube Marketing - Case Studies
11. Practice: Create Own YouTube Channel and Upload Videos

Module – 13: Lead Generation for Business

1. Why Lead Generation is important?
2. The New Buying Process
3. Rented Attention Vs Owned Attention
4. Biggest Lead Generation Challenges
5. Greatest Barriers to Lead Generation
6. Most Effective Lead Generation Tactics
7. The Basics of Lead Generation
8. Lead Generation Channels in Digital Marketing

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