Digital Marketing Circuit DIGITAL MARKETING CIRCUIT. Student Handbook

Transcription

1 DIGITAL MARKETING CIRCUIT Student Handbook

2 STUDENT HANDBOOK Over the next 5 weeks, you ll learn how to acquire customer across web and mobile, using paid advertising, search engine optimization, content and social media. You will then understand how to convert and retain them using landing pages and . And finally, you ll learn how analytics allows you to measure and improve your campaigns. At the end of this course, you ll put together a detailed, real-world marketing brief that will contain details about planning, running and measuring your campaigns. KEY TAKEAWAYS Create objectives that will drive your marketing campaigns. Reach and acquire your target audience through paid and content channels. Convert your potential customers to paying ones through optimized landing pages. Retain your customers through marketing. Use analytics to measure and improve your campaigns.

3 SYLLABUS UNIT 1: GA S DIGITAL MARKETING FRAMEWORK AND THE FUNNEL Unit 1 teaches students how to design marketing campaigns based on clear objectives. Learn why GA s Objective-First Framework works for digital marketers Understand the traditional marketing funnel, it s stages and how it s evolved over time Build a target customer persona, identify how to reach that customer and set goals & objectives for how to engage with them at every part of the marketing funnel. UNIT 2: CUSTOMER ACQUISITION AND CHANNELS Unit 2 focuses on the ways marketers use various channels to reach and acquire new customers through paid and content marketing efforts. Understand various digital marketing channels and how they are used Compare and contrast paid and content marketing Breakdown different paid advertising opportunities on social media Learn how keywords can affect search engine optimization (SEO) Develop a multi-channel strategy and flesh out detailed plans for a paid marketing campaign and a content marketing campaign. UNIT 3: CONVERSION AND RETENTION MARKETING Unit 3 focuses on lead generation techniques, optimizing landing pages, and how plays a key role in retention marketing efforts. Learn an overview of digital marketing UX and optimizing for conversion Explore how on-site marketing works and the ways to optimize those efforts Understand the importance of marketing to retention marketing Examine marketing tools and tactics Develop all the elements of a landing page for your product, develop paid ads and create an campaign that will retain your customers after they purchase. UNIT 4: MEASUREMENT AND METRICS Unit 4 explores how digital marketers should use data where they can find it and how they should use it to measure a digital marketing campaign s success and to optimize campaigns. Understand the difference between metrics and KPIs Identify the KPIs that matter most when measuring a campaign Explore different sources for marketing data and how to use it to evaluate a campaign s performance Learn how to turn insights gained from data into actionable insights Practice assigning KPIs to every part of your marketing campaign and then do some analysis to figure out how each of your efforts is performing. UNIT 5: FINAL PROJECT Put together everything you ve learned so far and develop an entire marketing campaign, across every stage of the funnel: you will create an objective-driven plan for how to reach and acquire customers, how to convert and retain them and how to measure and optimize your efforts.

4 COURSE STRUCTURE The Digital Marketing Circuit consists of a series of 4 week-long units and a final project. Each of those units consists of videos, quizzes, slideshows, review guides and projects. You will also have a weekly 1:1 session with your mentor, scheduled at a time that s convenient for you. Videos & Slideshows Introduce new concepts and allow you to see them in action through images and screencasts. We walk you through new skills like setting up a paid campaign, designing a landing page and using website analytics. Quizzes & Review Guides Make sure that you re remembering all of the important stuff. Plus, we ve packed the review guides with loads of further readings. For those of you who want to go above and beyond, we ve provided resources for you to learn skills well beyond this class. Weekly s Once you ve learned and practiced the skills taught in each lesson, you ll get to apply them to a real-world task that digital marketing professionals do on a frequent basis, then get personalized feedback on it from your mentor. 1:1s with your Mentor Every week you ll attend a 1:1 session with your mentor, where you can ask questions, get feedback on your project and work together through any material where you re stuck or confused. Our mentors are professional digital marketers, but they re great at breaking things down for beginners and helping you get through any concepts where you get stuck on your own.

5 SYSTEM REQUIREMENTS Any computer with a strong enough internet connection to play videos online should work great for this course. We recommend using Google Chrome as your browser.