Online anytime - Digital Essentials Certification Online Anytime

Class 1 - Digital Marketing Fundamentals

Crafting the right strategy for your business takes a visionary approach to understanding the real business value of digital and how to create experiences that customers want. This lesson will start with the basics about how to define value, craft an overall digital approach, and offer a simple framework that brings all the evolving pieces together in a clear way.

Class 2 - Digital Planning and Strategy Network

Today nearly all businesses are using digital marketing, but many do not have a strategy. This means they"re missing out on opportunities to get more leads and sales from their online channels. Watch now to learn how to create a plan and roadmap to take your organization to the next level.

Class 3 - Understanding Your Buyers and How They Purchase

The world of digital analytics is changing quickly. In this class, Google"s own analytics evangelist discusses three important ideas you need to incorporate into your analytics organization to stay ahead of the digital measurement curve. Plus, we dive deep into the ways Google Analytics is evolving to tackle these challenges and opportunities.

Class 4 - Demand Generation:  Defining Your Target Market

Audiences aren’t just average, generic, or a series of demographic information. Your customers have a certain language they use to talk about their needs. They have unique fears, desires, concerns, and goals. Many businesses fail to look beyond a basic list of customer attributes to learn what really motivates their customers to buy. Watch now to learn how to look beyond basic demographic information for your potential customer group. In addition, you"ll find out how to build your ‘perfect customer,’ and learn how to talk to more of them. You"ll walk away with the secrets to getting inside your target market’s head, and the ability to understand what drives them from curiosity to conversion.

Class 5 - How to Create Great Landing Pages

Like gasoline, landing pages are powerful but volatile. They can power the engine of your online or burn through leads with little to show. When done right, landing pages will reduce the cost of your advertising. They make everything we do online less expensive by reducing the cost of getting new customers and leads. The good news is that with the right combination of elements, you can enjoy online success and avoid singed eyebrows. In this class learn the easy formula for successful landing pages for selling to businesses or consumers. Brian Massey shows you how to combine some simple elements to create pages that get visitors to act. And it’s completely backwards. You’ll become a confident online chemist when you turn Of + Fm + Pr + Tr + I into Gold.

Class 6 - Introduction to SEO

Now that you’ve gained an understanding of communications with your current prospects and customers, it’s time for new prospects and customers to find you. That’s where SEO comes in. SEO is how your customers find you. But marketers are often put off by all the technical language SEO experts use so they never really understand SEO’s benefits and capabilities.

Class 7 - Email Marketing Strategy Foundations

Developing a new email strategy? Learn the key factors to consider in planning and a few advanced techniques to ensure success.

Class 8 - Introduction to Web Analytics

Foundations of Web Analytics- Begin your learning by focusing on the end. You’re going to be measuring and reporting on your digital marketing efforts. So before you learn about each of the tactics, it’s important to understand what to measure and how to measure it. Keep this lesson in mind as you complete all the remaining classes.

Class 9 - Blueprint for Content Marketing Strategy

Content marketing without an actionable strategy is often a risk. It is essential to know the true value of content for your audience, and how to integrate different channels to create a results-oriented strategy. Learn the five content planning tactics through which digital marketers can find success.

Class 10 - Introduction to Social Media Marketing

This introductory class defines what is (and what isn’t) social media marketing and how to describe its real value. In addition, by looking at the five most common social media marketing mistakes, we offer a framework for what types of thinking to avoid on the path to using social media marketing effectively.

Class 11 - The Business Case for PPC

Even with excellent SEO, internet searchers could still miss you. That’s where Paid Search comes in to play. Paid Search, or Pay-per-click (PPC), is demonstrably the most effective spend of any marketing dollar. Consider this lesson part two of how your customers find you.

Class 12 - Web Usability Definitions

This module is an introduction to the fundamentals of usability, user-centered design, user experience, and human-computer interaction, drawing important distinctions between tactical usability and strategic user experience, and generally defining terms that students will encounter in professional settings.

COURSE EXAM - Digital Essentials