Courses and Curriculum


Digital Marketing Training Course


The complete curriculum for digital marketing course is given below. Please scroll to the bottom of the page to check your bonus course.


1. Search Engine Optimization (SEO)


On-page Search Engine Optimization 

  • Keyword Research with Google Keyword Planner. Alternates to Google Keyword Planner 
  • How to Select a Domain Name?
  • Page Naming {URL Structuring} and Folder Naming
  • Image Naming, Image Title, and ALT Tags Creation
  • What are Meta Tags: Description, Keywords, Author, Country, Robots 
  • Redirection Tags
  • Headings Tags {H1 to H6}
  • What is Content Writing?
  • SEO Friendly Content Writing {Inserting keywords in content}
  • Anchor Text, Link Title
  • Robots.text file use and creation
  • HTML Sitemap creation
  • XML Site Map Creation
  • ROR text sitemap
  • Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool)
  • What is Alexa?
  • Alexa Integration

Off-page Search Engine Optimization

  • What are Backlinks?
  • Why are Backlinks important?
  • How to Get Backlinks?
  • Difference between Do-Follow and
  • No-Follow Backlinks
  • What is Google Page Rank?
  • How to Increase Page Rank?
  • Search Engine Submissions
  • Directory Submissions
  • Article Writing and submissions
  • Press Release writing and submissions
  • Blog Posting and comment writing
  • Classifieds posting
  • Forum Posting
  • Business Listing
  • Social Bookmarking
  • Social Networking
  • RSS Feeds

Search Engine Algorithms 

Basics

  • What are Search Engine's Algorithms?
  • How Algorithms Work?
  • Why does a Search Engine need to update its Algorithms?
  • Search Engine Penalties and Recoveries.
  • Why a Search Engine penalizes a Website?

Advanced

  • How to optimize your site for Google
  • Hummingbird Algorithm?
  • What is Google Panda Algorithm?
  • What is Google Penguin Algorithm?
  • What is Google EMD Update?
  • How to save your site from Google Panda, Penguin, and EMD Update?
  • How to recover your site from Panda, Penguin, and EMD?

2. Search Engine Marketing (SEM)


SEM Overview

  • Understanding Google search
  • Rule-based personalization of marketing at internet scale
  • Overview of Google Adwords, Microsoft AdCenter, and Yahoo Search Marketing

Pay Per Click Overview 

  • PPC Definition & how it functions
  • Important Terms - Quality Score, Conversion Rate etc.
  • Quality Score Overview, Understanding

Special Course:  How to gain Google Adwords Certificate and become a Google Partner.

In this course, Google Adwords book will be covered in detail. 

PPC Campaign Strategy 

  • Setting objectives, goals & expectations
  • Actionable metrics for performance measurements
  • Formulating account structure
  • Effective segmentation of keywords
  • Usage of multiple match types
  • Non-overlapping Ad Groups

Market Analysis  

  • Understanding industry key drivers
  • Competitive Analysis
  • Organizational positioning
  • Targeting

Ad Writing Techniques 

  • Compelling ads that increase Click Through
  • Rates (CTR) at lower costs
  • Understanding, Analyzing & Improving -
  • Relevance & Quality score
  • Improve conversion rates, Targeted ads & relevant landing pages
  • Ad Preview tool
  • Best Practices like using features such as reviews, +1 button etc.

Campaign Management

  • Overview of the tools
  • Understanding advanced functionality

Bid Management Plan

  • Understand bidding strategy
  • Manual vs. Automated bid management
  • Different bid management features like CPA
  • bidding, position preference etc.

Performance Tracking 

  • Set campaign objectives & goals
  • Define Performance metrics
  • Monitor PPC activity with Google Analytics

Reporting and Analysis 

  • Set campaign objectives & goals
  • Define Performance metrics
  • Monitor PPC activity with Google Analytics

Testing

  • Multivariate Testing
  • A/B split Testing

Effective Landing Pages 

  • Importance of UI/UX design
  • Call to Action

Decipher User Psychology 

  • Understand & connect with the user
  • Benefit from search behavior of
  • prospective customer

SEM: Other Opportunities 

  • Remarketing
  • Mobile Advertising
  • Display & Video Formats
  • Optimize the display network campaigns
  • Track & measure view-through conversions

3. Social Media Marketing (SMM)


Why care about Social Media?

  • Orientation to Digital Marketing and Social Media
  • Latest Stats and Trends about Social Media (Global & Indian)
  • Relevant Social Media Success Stories (Global & Indian)

Getting started with facebook Community 

  • Orientation to Facebook Brand Pages
  • EdgeRank Algorithm: Why engagement is key to success on Facebook?
  • How to create Facebook Marketing Strategy?
  • Facebook Applications for Fan Growth and Engagement
  • How to create Brand Ambassadors on Facebook?
  • Leveraging Facebook Insights for Success
  • Relevant Facebook Marketing Success Stories (Global & Indian)

Creating Facebook Marketing Strategy 

  • From Objectives to ROI
  • Competitive Research
  • Strategy Presentation by Participants
  • Practical: Participants to create Facebook Marketing Strategy for their organizations
  • Types of Facebook Ads
  • Facebook Ads vs. Google Adwords
  • Significance of CTR (Click Through Rate)
  • Optimizing Ad Copy & Targeting
  • Practical: Participants to launch & promote live Facebook Communities

Getting Started with Twitter 

  • Twitter in Plain English
  • Twitter for PR, Brand Building, Customer
  • Engagement and Thought Leadership
  • Leveraging Lists, Hashtags & Trends
  • Tools to listen & measure Influence on
  • Twitter: TweetDeck, Klout, PeerIndex

Creating Twitter Marketing Strategy  

Twitter Strategy Framework: From Objectives to ROI
Practical: Creating Twitter Marketing Strategy

All About Linkedin 

  • LinkedIn in Plain English
  • Lead Generation through Individual Profiles
  • Lead Generation as Enterprise: Company
  • Page, Ads, Developer API, Groups
  • Exercises: Profile Makeover, Answers,
  • Groups, Status Updates, Recommendations

Brief Introduction to 

  • Google Plus 
  • Pinterest
  • Slideshare 
  • Stumble Upon 
  • Importance of Social Bookmarking Sites 

Measuring ROI of Social Media 

  • Guidelines for Measurement on Social Media
  • Importance of Qualitative Feedback
  • Framework for ROI Measurement
  • Creating ROI Metrics Dashboard
  • Tools to Measure ROI


Planning and meeting multi-channel social media strategy 

  • How to choose relevant Social Media Channels?
  • Creating multi-channel Social Media Strategy
  • Resource Planning: In-house vs. Outsource, Key competencies, Tools etc.

4. Email Marketing 


Basic Terminologies 

  • Setting up an Email Marketing Machine
  • ISPs
  • Hosting Facility
  • MTA
  • IP/DNS
  • Shared vs. Dedicated IPs
  • MX Record
  • Whitelisting
  • Response Handlers
  • Bounces

How to write effective email content 

  • Conversation
  • Relevance
  • Incentives
  • Timing
  • Creative & Copy
  • Attributes

Customer Acquisition Strategies 

  • Rented List Emails
  • Co-branded Emails
  • Third Party email Newsletters
  • Viral Emails
  • Event Triggered Emails
  • House e-newsletters

Effective Creative 

  • Introducing: CRABS
  • Do your emails have crabs?
  • Email template model Best Practices
  • NLP Demonstrations (neuro-linguistic programming) to understand customers better

Nurturing and Automation 

  • Tools to enhance lead nurturing
  • Enhance better reach
  • Analyze behavior patterns Analytics
  • Automation and more

5. Inbound Marketing 


How to attract your potential customers 

  • Various ways to build reach through Digital Marketing
  • What are Engagement Magnets?
  • How to identify the right set of engagement magnets for your business?
  • Effectiveness of various Engagement Magnet
  • Digital Reach Building Strategy through Inbound Interest Generation

How to convert your prospects into leads using emails 

  • What is Audience aggregation?
  • Benefits of Audience aggregation 
  • How to do Audience aggregation through Emails

All about landing page 

  • Conversion Oriented Landing Page Design
  • Investment in Landing Page
  • Is it for me?
  • What is it?
  • Critical concerns to address on landing page
  • What's the next step

Conversion Optimization 

  • Role of Conversion
  • Understanding Customer Psyche
  • Conversion Optimization User Flow and Persuasion
  • Online Persuasion
  • True meaning of Landing Page
  • User Flow and Online Persuasion

Recent practices for engaging website visitors 

  • Pop-Ups
  • Pop Under Call to Action
  • Inside Article CTA

Life Cycle Emails

  • Life Cycle Emails: What and Why?
  • Lead Nurturing with Drip Email Marketing: How?

6. Web Analytics 


Getting Started 


  • What's analysis?
  • Is analysis worth the effort?
  • Small businesses
  • Medium and Large scale businesses
  • Analysis vs intuition
  • Introduction to web analytics

Content Performance Analysis 

  • Pages and Landing Pages
  • Event Tracking and AdSense
  • Site Search

Goals and Ecommerce Tracking 

  • Setting up goals
  • Goal reports
  • Ecommerce tracking

Social Media Analytics 

  • Facebook insights
  • Twitter analytics
  • Youtube analytics
  • Social Ad analytics /ROI measurement

Social CRM and Analysis 

  • Radian6
  • Sentiment analysis
  • Workflow management
  • Text analytics

Google Analytics 

  • Getting Started With Google Analytics
  • How Google Analytics works?
  • Accounts, profiles and users navigation
  • Google Analytics
  • Basic metrics
  • The main sections of Google Analytics report to Traffic Sources Direct, referring, and search traffic Campaigns AdWords, Adsense

Visitor Analysis 
  • Unique visitors
  • Geographic and language information
  • Technical reports
  • Benchmarking

BONUS COURSE 


If you master bonus course, you will able to make huge money independently. 

B1. Blogging 
  • Main components of a blog, popular platforms signing up on Blogspot
  • Getting started: profile, template, features and key blogging terms
  • How to write a good blog post
  • How to take your blog to the next level and professionalize it
  • Blog content strategy
  • Using content for conversations & communities
  • Managing multimedia and multi-platform blogging
  • Niche Blogging vs Multi Niche Blogging
  • Event Blogging vs Long Term Blogging 
  • How to monetize your blog and earn money from it.
  • Adsense: Dos and Dont's for AdSense and its alternatives
  • Basics of online Advertisement: Understanding CPA, CPC, CPM, CPL, and PPD network.

B2. Affiliate Marketing 
  • Introduction to Affiliate Marketing
  • Models of Affiliate Marketing
  • How to generate and convert leads
  • Using CPA, CPC, CPM, CPL, and PPD network to sell your affiliate product.
  • Industries best practices and guide to success 

How to prepare yourself for a bright career in Digital Marketing 
  • Opportunities in Digital Marketing- Profiles & Industry Requirements
  • Understanding the requirements of right digital marketing skill-set
  • Equipping yourself with must have industry updates
  • Presenting Yourself: Cover letter, Resume Writing, and Social Media Presence
  • How to Approach an Employer

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