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LinkedIn Learning

Digital Marketing Foundations

via LinkedIn Learning

Overview

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.

Digital marketing tools and techniques are constantly evolving. In this course, instructor Brad Batesole helps you keep up with this fast-moving field, covering what you need to know to help your business cut through the noise, engage potential customers, and adapt with the times. Brad begins by discussing the building blocks of online marketing, including how it's used, where it's been, and where it's headed. He then steps through how to define your value proposition, identify your target market, and establish your goals and KPIs. Next, he covers how customers evaluate the entirety of a brand's online presence, as well as how to decide on a marketing channel, optimize your website, and leverage SEO, paid advertising, and social media to help your target audience find you. Plus, learn how to develop an email marketing plan, get started with video marketing, and create easy-to-understand marketing reports that help you assess your progress.Note: The previous version of this course was titled Online Marketing Foundations.

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

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