Digital marketing is essential in today’s ultra competitive marketplace. What is digital marketing? Simply put, it’s any marketing effort that uses an electronic device or the Internet. Businesses often leverage a mixture of digital channels such as search engine optimization (SEO), email marketing, and social media to connect with their target audience.
If you want to be successful in the Digital Age, then you have to be online and your various digital properties need to be found easily by others. Studies have shown that the top 10 search results (which are found on the first SERP – Search Engine Results Page) garner between 80% and 90% of global search traffic. In fact, the top organic listing still captures the most click activity (approximately 33%), regardless of what new elements are presented on the page, like Google Local listings and advertisements (which occupy Position Zero).
In a world where more and more activities are centered online, developing an effective digital marketing plan is a necessity in the year 2020 and beyond. It is imperative for entrepreneurs to learn how to assess customer needs and utilize social media, search engine marketing, display advertising, content marketing, email, and other digital channels to develop high-performing integrated marketing plans that deliver on relevant metrics.
Given all the players, platforms, pitfalls and potential profits associated with effective digital marketing, it can seem overwhelming. This course is meant to provide you with a clear overview of the digital marketing landscape. You’ll discover how various platforms, like social media, interact with content publishers and consumers to create an ecosystem of online commerce and information exchange. You’ll also learn how to use time-proven frameworks to assess your customers’ needs and identify your primary marketing objectives. Check out the video below on the top 5 Digital Marketing Skills to Master in 2020.
Although emerging technologies are creating new digital marketing channels at a dizzying rate, there are core fundamentals that will never change. Our course will center on the foundational principles of all good digital marketing while expanding upon evolving niches, like SEO. Below is a list of subject matter that we will be focusing on throughout the course.
With the exception of those enterprises operating a monopoly (which almost never exists), every business needs to do marketing. In the Digital Age and the Age of Information technology is playing the most important role in any marketing effort. It is imperative that you understand the basics when it comes to understanding human behavior and how you can influence that behavior into favorable outcomes for your business.
Search engine optimization is the process of making a website rank highly on SERPs (Search Engine Results Pages) for any particular search query. When you consider that 80% to 90% of all global search traffic falls on page 1 of major search engines, like Google, then the need to be a highly ranked search result becomes obvious.
Social media platforms are everywhere and fulfill all kinds of niches. What social media marketing does is it uses these niche platforms to your marketing advantage by exploiting their features, reach, audience targeting capabilities, and mediums of communication beyond just paying for ads to display (which doesn’t always have the greatest ROI). You can create or curate compelling content that stimulates emotional responses to grow your audience and create brand awareness.
No marketing effort would be sound without some kind of lead generation. These can be almost anything from free online tools you create, like Ubersuggest, or offering valuable information, like through a white paper or report. All you have to do is capture contact information along the way, namely email addresses, so you can build a list of contacts that you can re-market to later.
A marketing funnel (digitally speaking) is the series of steps a website visitor needs to go through before they can reach a conversion. Maybe you want them to make a purchase, sign up for something, or perhaps fill out a form (lead generation). When someone does something you want them to do, it’s known as a conversion. The visitor converts from browsing to taking the action you want them to take.
Reputation management refers to the influencing and controlling of an individual’s or group’s reputation. Originally a public relations term, the growth of the Internet, social media, and websites like Yelp have made search results a core component of an individual’s or group’s reputation. The customer journey is heavily influenced by what they can research online about a business.
In the Digital Age, videos are the new “face to face” communication. This medium allows you to have a 24 hour a day, 7 days per week conversation with whoever wants to engage the information you have to provide. Not only that, but videos rank really well in search engine results while providing your target audience with great content that can easily be shared on social media.
In the SEO community there is an old saying “Content is king”, which speaks to the effectiveness and high value of this digital marketing channel. Content marketing is focused on creating, publishing, and distributing content (e.g., blogs, infographics, video, etc.) for a targeted audience online. When done properly this will prime marketing funnels and should have a net positive outcome on other SEO efforts.
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