Week 1: Introduction to Digital Marketing
Class 1: What is Digital Marketing?
- Definition and importance of digital marketing
- Overview of different digital marketing channels (SEO, SEM, Social Media, Content Marketing, etc.)
- Setting goals for digital marketing campaigns
- Understanding the digital marketing funnel
Class 2: Digital Marketing Tools and Platforms
- Introduction to digital marketing tools (Google Analytics, SEMrush, Hootsuite, Mailchimp)
- Overview of website and landing page optimization
- Creating and managing an online presence (Website, Blog, Social Media profiles)
- Introduction to the concept of inbound and outbound marketing
Week 2: Search Engine Optimization (SEO) Basics
Class 1: Introduction to SEO
- What is SEO and why it’s essential for digital marketing
- How search engines work: Crawling, indexing, and ranking
- Key SEO terms: Keywords, organic search, on-page vs. off-page SEO
- Overview of Google’s ranking factors
Class 2: On-Page SEO
- Keyword research tools (Google Keyword Planner, Ahrefs, etc.)
- Optimizing page titles, meta descriptions, headings, and URLs
- Content optimization: Writing for both users and search engines
- Using internal links, image alt text, and schema markup
Week 3: Off-Page SEO and Link Building
Class 1: Link Building and Backlinks
- What are backlinks and why they matter for SEO?
- Building high-quality backlinks: Guest posting, influencer outreach, and content marketing
- Avoiding bad backlinks: Google penalties and link schemes
- Social signals and their effect on SEO
Class 2: Local SEO and Mobile Optimization
- Introduction to local SEO: Optimizing for “near me” searches
- Creating and optimizing Google My Business listings
- Mobile-first indexing: Ensuring your website is mobile-friendly
- Local directory listings and citations
Week 4: Paid Search Advertising (PPC)
Class 1: Introduction to Paid Search Advertising (PPC)
- What is PPC advertising? Overview of Google Ads, Bing Ads
- How Google Ads work: Campaigns, ad groups, keywords, and bidding
- Setting up a Google Ads account and basic campaign structure
- Defining goals and setting a budget for paid campaigns
Class 2: Google Ads Campaigns and Ad Extensions
- Creating and optimizing Google Ads campaigns (Search and Display)
- Understanding ad types and targeting options
- Using ad extensions (site link, call, location extensions)
- Analyzing campaign performance: Click-through rates, conversions, cost-per-click
Week 5: Social Media Marketing
Class 1: Introduction to Social Media Marketing
- Importance of social media for digital marketing
- Overview of major platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, YouTube
- Choosing the right platform based on your audience
- Organic vs. paid social media strategies
Class 2: Creating and Managing Social Media Campaigns
- Content planning and calendar creation
- Best practices for posting and engagement
- Running Facebook and Instagram ads: Targeting, budgeting, and creative formats
- Analyzing social media metrics: Engagement, reach, impressions
Week 6: Content Marketing and Blogging
Class 1: What is Content Marketing?
- Importance of content marketing in the digital landscape
- Types of content: Blog posts, videos, infographics, podcasts, etc.
- Understanding buyer personas and content strategy
- Content creation tools and platforms (Canva, BuzzSumo, etc.)
Class 2: Blogging for Business
- Setting up and optimizing a blog for SEO
- Writing compelling blog posts: Structure, tone, and storytelling
- Repurposing content for social media and email marketing
- Content promotion strategies: Outreach, guest blogging, and sharing
Week 7: Email Marketing and Automation
Class 1: Introduction to Email Marketing
- What is email marketing and why is it important?
- Setting up an email list and building an audience
- Introduction to email marketing platforms (Mailchimp, Constant Contact, etc.)
- Email campaign types: Newsletters, promotional emails, and transactional emails
Class 2: Email Automation and Best Practices
- Setting up automated email sequences: Welcome series, nurture campaigns
- A/B testing emails for better performance
- Writing effective email copy: Subject lines, personalization, and call-to-action
- Analyzing email marketing metrics: Open rate, click-through rate, conversion rate
Week 8: Analytics and Reporting
Class 1: Introduction to Web Analytics
- What is web analytics and why it’s crucial for digital marketing?
- Setting up and using Google Analytics
- Understanding key metrics: Sessions, users, bounce rate, conversion rate
- Tracking goals and setting up event tracking
Class 2: Creating and Analyzing Digital Marketing Reports
- How to measure the success of your campaigns: KPI’s and ROI
- Using analytics to make data-driven decisions
- Creating reports for clients or stakeholders
- Tools for reporting: Google Data Studio, Excel, Power BI