This course will make you an expert on digital channels and how to target the right audience. You will learn about social media, facebook marketing, youtube marketing, email and mobile marketing, and marketing automation.
· Section 01 – Social Media Foundations
o Lesson 1 – SME Introduction
§ Faculty Introduction
§ Meta Business Coach: The answer to all your social media queries!
o Lesson 2 – Introduction to Social Media
§ 1.01 Introduction to Social Media
§ 1.02 Modern Communication
§ 1.03 Social Media Landscape
§ 1.04 Social Media and Content Marketing
§ 1.05 Reputation Management and Monitoring
§ 1.06 Customer Engagement
§ 1.07 Key Takeaways
§ Knowledge Check
o Lesson 3 – Social Media Strategy and Planning
§ 2.01 Introduction
§ 2.02 Social Media Impact On Business Goals
§ 2.03 Social Media Marketing Integration
§ 2.04 Strategic Business channel Part One
§ 2.05 Strategic Business channel Part Two
§ 2.06 Define Your Target Audience
§ 2.07 Types of Content to Post and Promote
§ 2.08 Key Takeaways
§ Knowledge Check
o Lesson 4 – Social Media Channel Management
§ 3.01 Introduction
§ 3.02 Social Networking
§ 3.03 Microblogging
§ 3.04 Media Sharing Videos
§ 3.05 Media Sharing Images
§ 3.06 Other Services
§ 3.07 Key Takeaways
§ Knowledge Check
o Lesson 5 – Social Media Management Tools
§ 4.01 Introduction
§ 4.02 Impact On Business Goals
§ 4.03 Buffer
§ 4.04 Hootsuite
§ 4.05 Social Studio
§ 4.06 Link Shortener
§ 4.07 Key Takeaways
§ Knowledge Check
o Lesson 6 – Social Media Measurement and Reporting
§ 5.01 Introduction
§ 5.02 Key Performance Indicators
§ 5.03 Social Analytics Tools
§ 5.04 Key Takeaways
§ Knowledge Check
o Lesson 7 – Social Advertising
§ 6.01 Introduction
§ 6.02 Social Advertising Key Factors
§ 6.03 Advertising Campaign in LinkedIn and Facebook
§ 6.04 Key Takeaways
§ Knowledge Check
o Social Media Foundations Quiz
· Section 02 – Facebook Marketing
o Lesson 01 – Course Introduction
§ 1.01 Course Introduction
o Lesson 02 – Understanding Facebook
§ 2.01 Introduction
§ 2.02 Role of Marketing in the Future
§ 2.03 Social Media Landscape
§ 2.04 Facebook Introduction
§ 2.05 Starting Your Facebook Journey
§ 2.06 Facebook Options for Business
§ 2.07 Key Takeaways
§ Knowledge Check
o Lesson 03 – Understanding the Facebook Algorithm
§ 3.01 Introduction
§ 3.02 The Facebook News Feed and Organic Reach
§ 3.03 The Facebook Algorithm Today
§ 3.04 Top Ranking Factors in the Facebook Algorithm
§ 3.05 The Future of the Facebook News Feed
§ .06 Key Takeaways
§ Knowledge Check
o Lesson 04 – Groups, Pages, Messenger, and Facebook Live
§ 4.01 Introduction
§ 4.02 Facebook Groups Set Up and Business Use
§ 4.03 Facebook Pages Setup, Business Use, and Best Practices
§ 4.04 Anatomy of a Facebook Page
§ 4.05 Facebook Pages Best Practices
§ 4.06 Facebook Messenger: How to Use for Business
§ 4.07 Facebook Live: Set Up and How to Use for Business
§ 4.08 Key Takeaways
§ Knowledge Check
o Lesson 05 – Managing Facebook
§ 5.01 Managing Facebook
§ 5.02 Facebook Business Manager
§ 5.03 Publishing, Scheduling, and Moderation
§ 5.04 Facebook Page Insights
§ 5.05 Demo: Facebook Productivity Tools
§ 5.06 Facebook Pages, Groups, and Events Policies
§ 5.07 Key Takeaways
§ Knowledge Check
o Lesson 06 – Facebook Marketing Tools
§ 6.01 Introduction
§ 6.02 Facebook’s Social Plugins
§ 6.3 Facebook Rights Manager
§ 6.04 Set Up Facebook Local and Facebook Place
§ 6.05 Facebook and Non-Facebook Marketing Tools
§ 6.06 Key Takeaways
§ Knowledge Check
o Lesson 07 – Understanding Facebook Ads
§ 7.01 Introduction
§ 7.02 Global Advertising Spend by Media
§ 7.03 Facebook Ad Campaign Structure, Ad Objectives, and Targeting
§ 7.04 Facebook Ad Placements, Ad Formats, and Budgeting
§ 7.05 Facebook Ad Performance, Testing, and Tools
§ 7.06 Key Takeaways
§ Knowledge Check
o Lesson 08 – Creating Your Facebook Ad
§ 8.01 Introduction
§ 8.02 Facebook Ad Manager
§ 8.03 Demo: Create Your Facebook Ad Campaign
§ 8.04 Demo: Create Your Facebook Ad Set
§ 8.05 Demo: Create Your Facebook Ad
§ 8.06 Facebook Ad Images and Text
§ 8.07 Facebook Ad Review Process
§ 8.08 Key Takeaways
§ Knowledge Check
o Lesson 09 – Facebook Targeting
§ 9.01 Introduction
§ 9.02 Targeting in Facebook Pre and Post GDPR
§ 9.03 Key Takeaways
§ Knowledge Check
o Lesson 10 – Facebook Tracking and Reporting
§ 10.01 Introduction
§ 10.02 Facebook Conversion Tracking and Facebook Pixel
§ 10.03 Facebook Analytics
§ 10.04 Key Takeaways
§ Knowledge Check
o Lesson 11 – Facebook Commerce
§ 11.01 Introduction
§ 11.02 Setting up Your Facebook Shop
§ 11.03 Creating Your Facebook Catalog
§ 11.04 Using Facebook Dynamic Ads
§ 11.05 Key Takeaways
§ Knowledge Check
o Lesson 12 – Facebook Best Practices
§ 12.01 Introduction
§ 12.02 Optimize Your Facebook Page
§ 12.03 Best Practices in Pages Posts and Ads
§ 12.04 Facebook Ads in the Sales Funnel
§ 12.05 Best Practices Facebook Images and Ad Copies
§ 12.06 Key Takeaways
§ Knowledge Check
o Lesson 13 – Facebook Privacy and Security
o Lesson 14 – Facebook Blueprint Examinations
§ 14.01 Introduction
§ 14.02 Certifications and Badges
§ 14.03 Exam Process and Fees
§ 14.04 Facebook Planning Professional Certification
§ 14.05 Facebook Buying Professional Certification
§ 14.06 Key Takeaways
§ Knowledge Check
o Facebook Quiz
§ Facebook Quiz
· Section 03 – YouTube and Video Marketing
· Section 04 – Twitter Marketing
o Lesson 01 – Understanding Twitter
o Lesson 02 – Using Twitter as a Marketer
o Lesson 03 – Customer Service and Engagement Via Twitter
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o Lesson 04 – Marketing on Twitter
o Lesson 05 – Understanding Twitter Advertising
o Lesson 06 – Twitter Ad Options
o Lesson 07 – Demos
o Lesson 08 – Twitter Marketing Quiz
· Section 05 – Mobile Marketing Foundations
o Lesson 1 – SME Intro
o Lesson 2 – Introduction to Mobile Marketing
o Lesson 3 – Mobile Products and Services
o Lesson 4 – Promotions and Incentives
o Lesson 5 – Integration with Marketing Mix
o Lesson 6 – Mobile Advertising
o Lesson 7 – Mobile Analysis
o Lesson 8 – Rules and Regulations
o Mobile Marketing Foundations Quiz
· Section 06 – Email Marketing Foundations
o Lesson 01 – Course Introduction and What You Will Learn
§ Course Introduction
§ What You Will Learn
o Lesson 02 – Introduction to Email Marketing
§ 2.1 Introduction
§ 2.2 What Is Email Marketing
§ 2.3 Email And Marketing
§ 2.4 The Immediate Application of Email
§ 2.5 Key Business Drivers of Email
§ 2.6 Quick Recap
§ Knowledge Check
o Lesson 03 – Elements of Email
§ 3.1 Introduction
§ 3.2 Primary Email Elements
§ 3.3 Types of Email Correspondence
§ 3.4 Email Clients
§ 3.5 Define Spam
§ 3.6 Quick Recap
§ Knowledge Check
o Lesson 04 – Spotlight and On a Lighter Note
§ Spotlight
§ On a Lighter Note
o Lesson 05 – Email Service Providers
§ 5.1 Introduction
§ 5.2 What Are Esps And Why Are They Important
§ 5.3 Typical ESP Account Features
§ 5.4 Building a Campaign
§ 5.5 ESP Reporting Features
§ 5.6 Legal Responsibilities
§ 5.7 Quick Recap
§ Knowledge Check
o Lesson 06 – Your Email List
§ 6.1 Introduction
§ 6.2 The Importance of Email Lists
§ 6.3 Build Your Subscriber Lists
§ 6.4 List Building Tactics
§ 6.5 Subscriber Disclosures
§ 6.6 Subscribe and Unsubscribe: Best Practices
§ 6.7 Manage and Maintain Your List
§ 6.8 Use Segmentation to Optimize Your List
§ 6.9 Quick Recap
§ Knowledge Check
o Lesson 07 – Spotlight and On a Lighter Note
§ Spotlight
§ On a Lighter Note
o Lesson 08 – Email Regulations and Laws
§ 8.1 Introduction
§ 8.2 Privacy and Data Ownership
§ 8.3 GDPR and the California Consumer Privacy Act (CCPA)
§ 8.4 Spam Laws and Regulations
§ 8.5 Best Practices to Avoid Sending Spam
§ 8.6 Sender Reputation and Deliverability
§ 8.7 Quick Recap
§ Knowledge Check
o Lesson 09 – Email Campaign Measurement
§ 9.1 Introduction
§ 9.2 Email Campaign Measurement
§ 9.3 Visualize the Email Funnel: Deliverability and List Quality
§ 9.4 Visualize the Email Funnel: Engagement and Conversion
§ 9.5 Essentials of Landing Pages
§ 9.6 Quick Recap
§ Knowledge Check
o Lesson 10 – Spotlight and On a Lighter Note
o Email Marketing Foundations Quiz
· Section 07 – Marketing Automation Foundation
· Section 08 – Website Conversion Rate Optimization Foundations
o Lesson 1 – Introducing Website Conversion Rate Optimization
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Introducing Website Conversion Rate Optimization
§ 1.5 The Traits of Success
§ 1.6 The Amazon Example
§ 1.7 What Should You Test
§ 1.8 Robert Cialdini’s Principles of Persuasion
§ 1.9 Key Takeaways
§ Knowledge Check
o Lesson 2 – Laying the Foundations of Conversion
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Understanding AIDAS
§ 1.5 Understanding Information Scent
§ .6 Maintaining the Scent Examples
§ 1.7 Key Takeaways
§ Knowledge Check
o Lesson 3 – Getting to Know Your Customers
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Identify Your Visitors Goals
§ 1.5 Modeling Your Customers
§ 1.6 Key Takeaways
§ Knowledge Check
o Lesson 4 – Creating the Message
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Identify Your Message
§ 1.5 Sell More Effectively
§ 1.6 Microcopy
§ 1.7 What if Your Copy Still Doesn’t Convert
§ 1.8 Key Takeaways
§ Knowledge Check
o Lesson 5 – Anatomy of a Landing Page
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Landing Pages
§ 1.5 Elements of a Great Landing Page
§ 1.6 Key Takeaways
§ Knowledge Check
o Lesson 6 – Why Design Matters
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 The Elements of Design
§ 1.5 Fitting Your Page Together
§ 1.6 Technical Considerations
§ 1.7 Key Takeaways
§ Knowledge Check
o Lesson 7 – Testing for Conversions
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Three Key Factors of Conversion
§ 1.5 The Three Factors in Action
§ 1.6 Key Takeaways
§ Knowledge Check
o Lesson 8 – Seeing the Bigger Picture
§ 1.1 Introduction
§ 1.2 What’s In It For Me
§ 1.3 Objectives
§ 1.4 Conversion Optimization and SEO
§ 1.5 Conversion Optimization and Social Media
§ 1.6 Conversion Optimization and Paid Search
§ 1.7 Conversion Optimization and Email Lists
§ 1.8 Conversion Optimization and Analytics
§ 1.9 Conversion Optimization in the Mobile World
§ 1.10 Key Takeaways
§ Knowledge Check
o Website Conversion Rate Optimization Foundations Quiz
· Section 09 – Digital Marketing Strategy
Section 09 – Digital Marketing Strategy
· Lesson 01 Course Introduction
o 1.1 Course Introduction
· Lesson 02 Digital Marketing Strategy Overview
o 1 Digital Marketing Strategy Overview
o 2 What Is Digital Marketing Strategy?
o 3 Obstacles to Strategy
o 4 Integrated Process
o 5 Case Study: Dive Rite
o 6 Key Takeaways
o Knowledge Check
· Lesson 03 Create Narratives
o 1 Create a Narrative
o 2 Define Objective
o 3 Internal Narrative: Overview
o 4 Internal Narrative Example
o 5 Key Takeaways
o Knowledge Check
· Lesson 04 Customer Needs
o 1 Positioning Customer Needs
o 2 Customer Needs
o 3 Basic Customer Needs
o 4 Customer Experience
o 5 Describe Customer Segments and Personas
o 6 Key Takeaways
o Knowledge Check
· Lesson 05 Market Research
o 1 Market Research
o 2 Keyword Categorization
o 3 Keyword Research Tools
o 4 Research Customers
o 5 Define Trends
o 6 Map the Customer Journey: Identification
o 7 Map the Customer Journey: Evaluation
o 8 Market Research: Plan Your Strategic Approach
o 9 Tactics
o 10 Case Study: Loreal
o 11 Key Takeaways
o Knowledge Check
· Lesson 06 Marketing Calendar
o 1 Marketing Calendar
o 2 Map Content Demand
o 3 Create a Visual Organizer
o 4 Create a Content Calendar
o 5 Assess Your Resources
o 6 Create Videos
o 7 Develop Process
o 8 Plan the Right Channel Mix
o 9 Publish the Content
o 10 Multi-Device Engagement
o 11 Contextualization
o 12 Plan for Success
o 13 Case Study: 02
o 14 Key Takeaways
o Knowledge Check
· Lesson 07 Measurement and Management
o 1 Measurement and Management
o 2 Analytics: Measure What Matters
o 3 Customer Lifetime Value
o 4 Measure Content Drivers
o 5 Case study: Eloqua
o 6 Key Takeaways
o Knowledge Check
· Digital Marketing Strategy Quiz
