Module 1

Core Concepts of Digital Marketing

Learn the role of digital marketing and how to leverage it in today’s business world.

1. The Goal
2. Traditional v. Digital
3. Role of Digital Marketing
4. Critical Disciplines
5. 3 Tools for Modern Marketers
6. B2B v B2C

Module 2

Knowing Your Customer

Build out a Core Message Canvas and Customer Avatar Canvas and finally get clear on who you’re selling to.

1. Knowing Your Customer
2. Customer Avatar Canvas
3. Customer Before & After
4. Building Your Before & After
5. Before & After in Action
6. Core Message Canvas

Module 3

Customer Value Journey

Discover the steps in your marketing plan that seamlessly moves a person from lead, to paying customer, to raving fan.

1. Mapping The Customer Value Journey
2. Awareness
3. Engagement
4. Subscribe
5. Convert
6. Excite
7. Ascend
8. Advocate
9. Promote
10. Optimizing Your Value Journey
11. Call To Action

Module 4

Content Marketing

Learn which types of content to use to attract your audience and leverage content marketing strategies to grow your business.

1. Content Marketing: Introduction
2. What is Content Marketing?
3. You Are Here
4. Voice
5. Content Strategy
6. Content Options
7. Monetize Content
8. Content Marketing KPIs
9. Content Tools
10. Call To Action
11. Copywriting: Introduction
12. Content Writing v. Copywriting

Module 5

Social Media

Gain a basic, clear understanding of how to use social media to build real relationships with your audience.

1. Social Media: Introduction
2. You Are Here
3. Social Channels
4. Targeting Your Audience
5. Creating Content
6. Social Media KPIs
7. Goals of Social Media
8. Brand Management
9. Call To Action

Module 6

Digital Advertising

Dive into paid traffic strategies, landing pages, copy and ad design elements, and how these functions work together to bring prospects to your pages.

1. Digital Advertising: Introduction
2. You Are Here
3. Paid Traffic: Overview
4. Why Use Paid Traffic?
5. Landscape Overview
6. Planning
7. Creative: The 3 Core Elements
8. Budgeting
9. The 3 Pillars of Paid Media
10. Optimizing Your Paid Media
11. Reporting
12. Paid Advertising Wrap-Up
13. Call To Action
14. Data & Optimization/Landing Pages: Introduction
15. Landing Pages
16. Landing Page Copywriting
17. Design Elements: Introduction
18. Design Goals
19. Ad Creatives
20. Design Resources
21. Call To Action

Module 7

Search Marketing

Use SEO strategies to generate better rankings on search engines, and free organic traffic to your site.

1. Search Marketing: Introduction
2. You Are Here
3. What is SEO?
4. Technical SEO
5. On-Page SEO
6. Off-Page SEO
7. SEO KPIs
8. Call To Action

Module 8

Email Marketing

Learn how to create email campaigns that get opened, get clicked, and convert passive list subscribers into active customers.

1. Email Marketing: Introduction
2. You Are Here
3. Tools & Tactics
4. List Hygiene
5. Actionable Metrics & KPIs
6. High-Value Segmentation
7. Broadcast v. Follow-up
8. Call to Action
9. Email Copy
10. Elements of Email Copy
11. Call to Action: Using Social Media to Practice Copywriting

Module 9

Community Management

Go in depth into how to build a thriving online community that positively impacts your business’ bottom line.

1. Community Management: Introduction
2. You Are Here
3. Why Communities?
4. Creating Your Community
5. Launching Your Community
6. Sense of Community
7. Community Metrics
8. Call To Action