Search Engine Optimization (SEO) is one of the most important pieces of Digital Marketing. This module provides the foundational knowledge in SEO, helping you to improve the visibility of your website on Search Engines and increase website traffic. After completing this course, you will understand the best on-page and off-page SEO practices, how to generate relevant keywords for SEO optimization, and how to do competitive analysis. You will also look at link building, local SEO, and how to measure SEO success.

Social media is about people connecting with each other and sharing content. It represents a huge opportunity for big and small brands alike to engage with people across various demographics—and drive traffic to their websites. In this course, you will learn the importance of building a social media strategy and how to strengthen your social media presence. You will learn about the variety of social media channels: blogs, microblogs, social networks, media sharing sites, social review sites. You will also look at engaging with influencers, as well as how to manage your social media reputation and measure performance against social media goals.

Content marketing enables marketers to distribute relevant and valuable content to attract customers. This content can be in the form of videos, articles, blog posts, guides, white papers, and more. In this course, you will learn about the importance of content marketing, content marketing strategy, and overseeing a content marketing program. When you have finished this course, you will be familiar with content marketing tactics and creating content for social media platforms, as well as budget and measurement considerations in content marketing.

Email has been viewed as a spammy channel in the past, but today it has made a comeback as a powerful marketing tool. In this course, you will learn how email can be effectively used to create a loyal base of engaged customers. After completing this course, you will be familiar with basic email terminology, understand how to build and maintain a mailing list, and avoid spam reports. You will also learn about measuring the performance of email campaigns and how to automate your email campaigns.

Pay-Per-Click (PPC), or paid search, enables advertisers to reach the audience they want, when they want, and at the budget they want. In this course, you will learn the basics of paid search and how to set up and organize a paid search account. You will compare different buying funnels and learn how to modify your PPC strategy based on the buying funnel structure. After completing this course, you will be able to execute a PPC auction, targeting options, and keyword research. You will also learn how to create compelling ads, measure goals and adjust bidding options, and conduct a PPC audit.

In this course, you will learn how Digital Analytics can unlock a wealth of information to better inform business decisions. You will look at Digital Analytics maturity levels and how to assess your organization’s strengths and weaknesses using a Maturity Model. You will learn about metrics, dimensions, and KPIs—and how to report and present the results of your analyses. The course also discusses how to leverage the concepts and techniques of Segmentation and Lean Six Sigma to improve and refine your analyses as well as how to derive meaningful results your business can benefit from. Finally, you will look at best practices in tracking your campaigns, how to test your website components for conversions, and the significance of “multiplicity” in Digital Analytics.

With the ever-increasing scope of Digital Marketing, having a strategy in place is indispensable. Digital Marketing Strategy is knowing what to do, why, and how to do it. A written digital marketing strategy provides a tremendous amount of focus and clarity to digital marketers. This course covers the details putting together a digital marketing plan that creates collaborative teams and a digital marketing program that empowers business. You will understand the importance and benefits of having a strategy and how you can use it for communicating brand value and improving ROI.