Digital Marketing Foundations

Learn the key skills, strategies, and techniques of digital marketing—a key skill to support the success of your brand and business.

Introduction

• Connecting with customers online
• What is digital marketing?

1. The Digital Marketing Framework

• The building blocks of digital marketing
• The marketing funnel
• The buyer journey
• Create a buyer journey map

2. Digital Marketing Basics

• How to develop a marketing strategy
• How to define your value proposition
• How to identify your target market
• How to create your customer persona
• How to establish goals for digital marketing
• How to develop your digital marketing KPIs
• How to draft a one page marketing plan

3. Digital Marketing Key Concepts

• Digital marketing: Persuading with data
• How analytics work in digital marketing
• How to capture key insights in your digital marketing

4. Digital Marketing Hub and Spokes

• How to outline your online marketing presence
• How to decide on a marketing channel
• How to prioritize in marketing
• How to create powerful marketing messaging
• How to create lean messaging in marketing copy

5. Digital Marketing with Your Website

• How to optimize your website
• How to use copywriting in your marketing
• How to build landing pages that convert

6. Digital Marketing with Paid Channels

• Introduction to paid advertising
• How to identify the value of a customer
• How to budget for paid marketing
• How to create your first paid campaign

7. Digital Marketing with Social Media

• Social media marketing: First steps
• How to decide on a social media platform
• How to build and leverage followers

8. Digital Marketing with Email

• The power of email marketing
• How to develop an email marketing plan
• How to measure the success of email
• How to launch successful campaigns: Email tools

9. Marketing Analytics Skills

• How to decide what to track in marketing analytics
• How to generate reports for marketing analytics

Conclusion

• How to continually build digital marketing skills