Search Engine Optimization (SEO)
Arguably the toughest part of the course, the basics of Search Engine Optimization (SEO) covers long-tail keyword research methods, on-page SEO for a focus keyword, inbound link building, and identifying influential sites based on Domain Authority to support online PR efforts. You’ll do this for your own WordPress site using the Yoast SEO plugin for on-page SEO.
Next, we’ll build out a social media strategy and campaign against a target market’s preferred outlets and measure engagement for Conversation, Amplification, and Applause. After all, are Facebook Likes really that important for a brand? You’ll see why social is a critical part but not the only tool in the modern marketer’s arsenal.
We’ll scratch the surface for basic fluency in online paid platforms like Google AdWords and Facebook Ads to map out target markets, acquisition costs, and retargeting campaigns. Here’s where we’ll crack open a spreadsheet, evaluate our margins, and compare cost-per-click to basic metrics like customer lifetime value (CLV) and Average Order Price (AOV) to see if paid ads make sense for customer acquisition.
The unifying framework behind all this will be basic web analytics using the Google Analytics platform This is an incredible opportunity to work with real data to validate hypotheses in real-time for an e-commerce store. Google Analytics is overwhelming, so we’ll play with this tool early and often. Students are encouraged to also download the mobile app of this tool for daily updates via iOS or Android.
Finally, we’ll move beyond just crunching numbers to data-visualization for crafting custom dashboards that help our key stakeholders see the important numbers and the changes over time. We’ll rely on Google Data Studio to sync various datasets across Google Analytics, MailChimp, Social, or whatever dataset you like to get the right insights using integration services like Zapier. (Bonus points here for providing context around the data and making it actionable)
To supplement the concepts, various leading marketers, designers, and content strategists from industry will address special topics such as email marketing, user experience design, search engine optimization (SEO), building online communities, geo and mobile marketing.
Students will also have the opportunity to examine these topics firsthand through group projects and exercises ranging from getting a project funded on Kickstarter, building out a personal site in WordPress, to working with a real e-commerce company on the final.
Participants will exit the course with a solid understanding of digital marketing tactics, tools, and resources available for ongoing education.