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LinkedIn Learning

Digital Marketing Foundations (2021)

via LinkedIn Learning

Overview

Prepare for a new career with $100 off Coursera Plus
Gear up for jobs in high-demand fields: data analytics, digital marketing, and more.
Learn how to develop a targeted online marketing strategy that helps your business cut through the noise, engage potential customers, and adapt with the times.

Syllabus

Introduction
  • Connecting with customers online
  • What is digital marketing?
  • Getting started with digital marketing
1. The Digital Marketing Framework
  • The building blocks of digital marketing
  • The marketing funnel
  • The buyer journey
  • Creating a buyer journey map
2. Digital Marketing First Steps
  • Developing a marketing strategy
  • Defining your value proposition
  • Identifying your target market
  • Creating your persona
  • Establishing goals
  • Developing your KPIs
  • Drafting a one-page marketing plan
3. Digital Marketing Key Concepts
  • Digital marketing is persuasive
  • Digital marketing is data driven
  • How online analytics work
  • Capturing key insights
  • Connecting with your customer
4. Digital Marketing Hub and Spokes
  • Understanding your online presence
  • Deciding on a marketing channel
  • The power of messaging
  • Creating lean messaging
  • How to prioritize in marketing
5. Digital Marketing with Your Website
  • Optimizing your website
  • Investing in copywriting
  • Building landing pages that convert
6. Digital Marketing with SEO
  • What is SEO?
  • Essential SEO techniques
  • Evaluating local SEO
7. Digital Marketing with Paid Channels
  • Introduction to paid advertising
  • Identifying the value of a customer
  • Deciding when to pay to advertise
  • Budgeting for paid marketing
  • Creating your first paid campaign
8. Digital Marketing with Social Media
  • The value of social media marketing
  • Getting started with social media
  • Deciding on a platform
  • Building and leveraging followers
9. Digital Marketing with Email
  • The power of email marketing
  • Developing an email marketing plan
  • Dealing with email fatigue
  • Measuring the success of email
  • Tools to launch successful campaigns
10. Digital Marketing with Video
  • The impact of video marketing
  • Getting started with video marketing
11 Analytics Skills
  • Deciding what to track
  • Generating reports
  • Campaign tagging
12. Additional Marketing Channels
  • Digital marketing: Influencer marketing
  • Digital marketing: Automation
13. Trends to Watch
  • Trends to watch: Interactivity
  • Trends to watch: Chatbots
  • Trends to watch: Artificial intelligence
Conclusion
  • Continue learning digital marketing

Taught by

Brad Batesole

Reviews

5.0 rating, based on 2 Class Central reviews

4.8 rating at LinkedIn Learning based on 18738 ratings

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  • GODSFAVOUR UKPONG
    Very awesome time here,I enjoyed all, the teaching methods are awesome with strategic forms.i would like my friends and relatives to be on here
  • Profile image for Piarul Islam Pias
    Piarul Islam Pias
    It was good as a basic level course.
    I suggested that to my friends.
    It's very helpful and provides certificate

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