Online anytime - Digital Marketing Certification Online Anytime

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Over the course of 10 one-hour modules spanning four weeks, students of all levels will learn about the rewarding sector of digital marketing, with the help and support of industry leading experts, lecturers, and tutors throughout.

This course is aimed at those who wish to advance their career, or indeed start a new one, by out pacing the competition and growing themselves, their business, and their sales.

We'll teach ambitious students about acquiring clients for less, converting greater numbers of leads into profitable customers, and increasing market share in a highly competitive, exponentially growing, and lucrative, online market place.


The ten live one-hour webinars include:


1. Your Digital Marketing Foundation - Designing for Conversions

  • Online Marketing otherwise known as Internet or Digital Marketing, is introduced in comparison to more "traditional" marketing techniques.

    Does Online Marketing work? Can it be used effectively for all business types? Can I employ these techniques successfully?

    The answers to these questions are a categorical yes but unfortunately obtaining tried and tested practical understanding and straight forward techniques to exploit the opportunities in the digital space are extremely difficult and not relevant to day to day business needs.

    The main practical methods are introduced, the importance of marketing goals, and alignment with business and sales requirements are also discussed.

    Finally, some common misconceptions and buzzwords are dispelled while critical but simple online marketing rules are presented.

    2. eCommerce - Converting 101

    • One of the many great things about online revenue generation is that it is instant, if a customer wants to buy something immediately, there are so many technology and payment services there to facilitate this for business owners. Nonetheless, online marketers have to consider their particular markets and the client journeys to facilitate maximum percentage returns through their particular web assets.

      This has to be launched in a smart way so that the promoter is in a position to monitor the performance of their eCommerce strategies and methodologies. In this eCommerce lesson, we take a look at what is required to make your website have a sales optimized structure before you spend time, money, and effort acquiring customers.

      3. Web Development & Design

      • Images and graphics are critical to achieve success with marketing goals. However, there are some very common pitfalls that are all too often not known, forgotten or even ignored.

        Are the images consistent with marketing objectives? are they of the right size in both dimensions and file weight? Do we know what colors drive user action in the online arena? Are "flashy graphics" good or bad? Do your images work on all devices?

        In this lesson, a practical guide is presented that starts with defining web design to how to create and amend basic images using commonly used web design software. We also consider images being viewed across multiple devices, the use of responsive web design principles, image optimization and design goals.

        Without understanding the very basics of how web pages are physically constructed and hosted, the Online Marketer is at a serious disadvantage. Web editing software and hosting software are also introduced and shown how to be used in a practical sense. Finally, working with developers & program managers to get your website or online marketing objectives achieved is also taught.

        4. Pay Per Click Advertising (PPC) - Acquiring the Right Leads for Less

        • In the old days, the marketer would put ads on billboards, TV, radio, and other traditional media to build "brand awareness" with unclear ideas in relation to return on investment (ROI). With the advent of online advertising and particularly pay per click (PPC), we now have the tools to spend only on what delivers results beyond the click and through to the sale or other objectives

          In this lesson, we show the online marketer how to set PPC goals, how to choose and use search keywords in the pay per click campaign, how to write search ads, how to employ suitable geographic targeting, how to use ad frequency capping, exploit re-marketing along with the importance of Relevance and Quality Scoring.

          Display advertising and Cost Per Thousand (CPM) are also evaluated in the context of a successful PPC campaign.

          A lot to get through but worth the effort!

          5. More For Less - Online Affiliate Marketing Made Easy - Acquiring Leads Risk Free

          • Online Affiliate Marketing is often overlooked by smaller businesses in the broader context of Online Marketing. However, it is a multi-billion dollar process that is successfully used by companies of all sizes.

            What is it? It is another way of saying partner business development. How do we use it online?

            In this lesson, we introduce Cost per Acquisition (CPA) methods to only pay for paying customers introduced by partners. We compare this to other partner incentives including Cost per Lead (CPL), Cost per Click (CPC) and the older Cost per thousand (CPM) incentives.

            Setting up your partner platform to attract suitable partners, working with partner networks, and being an attractive partner are also presented in a practical sense.

            Once this module is completed, all students will understand the power of partner referrals and how to get started.

            6. Search Engine Optimization (SEO) - Acquiring Leads Long Term

            • Search Engine Optimization is simply the science and art of getting your web presence to appear higher on search engine results pages. For example, you may want your product or service to appear on page 1 of Google in your country when someone searches for that product or service.

              So what can we do to achieve this? Are there any magic bullets?

              The answer to the former is "quite a lot" and the latter is "Unfortunately, no".

              In this lesson, we introduce "On-Site" optimization that looks at aspects of your web presence that includes, meta-tags, header tags, keyword densities, and suitable website development techniques.

              The "black hat" techniques are dispelled and "Off-Site" techniques such as "back linking" are also evaluated.

              Some common Dos and Don'ts are highlighted with the Ultimate Rule of SEO explained in a common sense way regardless of your level of experience

              7. Converting More for Less [Includes Email Marketing]

              • How do you automate mass lead acquisition? How do you ensure that the customer experience is optimized for the individual? How do you nurture your leads? In an online context, people are much more skeptical and have less loyalty. How do we gain this trust so that you maximize your sales conversions? This is where mass tailored communications and marketing automation become absolutely crucial to ensure that maximum returns are achieved as that propels further business growth.

              8. DataDriven Marketing and Sales for Maximum Return

              • Data drives everything you do in Digital Marketing and Digital Sales. Data Determines Decisions. Data Dictates Spend. Data Drives Sales. Here we delve into analytics to maximize your return on investment and track your success.

                Do you know how much you can spend to acquire a client? Do you know your cost per acquisition and all subsets of this including CPL, CPC, and even CPM? Do you know your average revenue per lead? Do you know your average revenue per user?

                Here we get under our hood to look at how we have been successful at digital sales conversions in many industries and how this data driven digital marketing will change the way you do business.

                9. Social Marketing and ORM - Closing and Acquiring All At Once

                • We all have a view on social websites such as Facebook, LinkedIn, YouTube, Twitter, and even Google Plus. Love them or hate them, they are here to stay. But even if you are a disbeliever, you cannot argue with their sheer size. For instance, Facebook has over 1 billion users and 1 million advertisers. This is just the tip of the iceberg and the potential is truly limitless.

                  In this lesson, we look at how businesses can maximize the opportunity of effectively using social web assets across multiple providers. You'll learn how to build social assets as well as how to keep them relevant and updated without overloading valuable and scarce business resources. Software that can assist with this is also presented.

                  Forums and Online Reputation Management (ORM) is also discussed. How to deal with negative reviews on online forums and build a platform for dealing with rogue and valid negative reviews are also presented.

                  A must for anyone aiming to impact on business marketing in the 21st Century.

                  10. Your Strategy - Building a Platform For Success

                  • Developing a structured and workable digital marketing strategy is crucial to achieve the successful realization of your business goals.

                    In this session, we combine all that we have learned in the previous modules and discuss the next steps and practicalities of employing the knowledge you have gained for the benefit of you, your career, and your business.

                    Students will be able to catch up with any lecture whenever the time fits for them, as each lecture is recorded as they are broadcasted. Each video is available to the student within 24 hours of each lecture concluding and will be available for unlimited access for up to 12 days after the entire course has been completed.

                    This course will also provide weekly quizzes in order to self-assess your progress. These are completely voluntary and a fantastic revision tool. Only live courses have weekly quizzes. Upon course completion, a final assignment will be made available.

                    Each student can participate using their own computer, either Mac or Windows devices will suffice. Live lessons are not essential in order to pass diploma courses as each student can view the recordings in their own time and pace.

                    1. Your Digital Marketing Foundation - Designing for Conversions

                    • Online Marketing otherwise known as Internet or Digital Marketing, is introduced in comparison to more "traditional" marketing techniques.

                      Does Online Marketing work? Can it be used effectively for all business types? Can I employ these techniques successfully?

                      The answers to these questions are a categorical yes but unfortunately obtaining tried and tested practical understanding and straight forward techniques to exploit the opportunities in the digital space are extremely difficult and not relevant to day to day business needs.

                      The main practical methods are introduced, the importance of marketing goals, and alignment with business and sales requirements are also discussed.

                      Finally, some common misconceptions and buzzwords are dispelled while critical but simple online marketing rules are presented.

                      2. eCommerce - Converting 101

                      • One of the many great things about online revenue generation is that it is instant, if a customer wants to buy something immediately, there are so many technology and payment services there to facilitate this for business owners. Nonetheless, online marketers have to consider their particular markets and the client journeys to facilitate maximum percentage returns through their particular web assets.

                        This has to be launched in a smart way so that the promoter is in a position to monitor the performance of their eCommerce strategies and methodologies. In this eCommerce lesson, we take a look at what is required to make your website have a sales optimized structure before you spend time, money, and effort acquiring customers.

                        3. Web Development & Design

                        • Images and graphics are critical to achieve success with marketing goals. However, there are some very common pitfalls that are all too often not known, forgotten or even ignored.

                          Are the images consistent with marketing objectives? are they of the right size in both dimensions and file weight? Do we know what colors drive user action in the online arena? Are "flashy graphics" good or bad? Do your images work on all devices?

                          In this lesson, a practical guide is presented that starts with defining web design to how to create and amend basic images using commonly used web design software. We also consider images being viewed across multiple devices, the use of responsive web design principles, image optimization and design goals.

                          Without understanding the very basics of how web pages are physically constructed and hosted, the Online Marketer is at a serious disadvantage. Web editing software and hosting software are also introduced and shown how to be used in a practical sense. Finally, working with developers & program managers to get your website or online marketing objectives achieved is also taught.

                          4. Pay Per Click Advertising (PPC) - Acquiring the Right Leads for Less

                          • In the old days, the marketer would put ads on billboards, TV, radio, and other traditional media to build "brand awareness" with unclear ideas in relation to return on investment (ROI). With the advent of online advertising and particularly pay per click (PPC), we now have the tools to spend only on what delivers results beyond the click and through to the sale or other objectives

                            In this lesson, we show the online marketer how to set PPC goals, how to choose and use search keywords in the pay per click campaign, how to write search ads, how to employ suitable geographic targeting, how to use ad frequency capping, exploit re-marketing along with the importance of Relevance and Quality Scoring.

                            Display advertising and Cost Per Thousand (CPM) are also evaluated in the context of a successful PPC campaign.

                            A lot to get through but worth the effort!

                            5. More For Less - Online Affiliate Marketing Made Easy - Acquiring Leads Risk Free

                            • Online Affiliate Marketing is often overlooked by smaller businesses in the broader context of Online Marketing. However, it is a multi-billion dollar process that is successfully used by companies of all sizes.

                              What is it? It is another way of saying partner business development. How do we use it online?

                              In this lesson, we introduce Cost per Acquisition (CPA) methods to only pay for paying customers introduced by partners. We compare this to other partner incentives including Cost per Lead (CPL), Cost per Click (CPC) and the older Cost per thousand (CPM) incentives.

                              Setting up your partner platform to attract suitable partners, working with partner networks, and being an attractive partner are also presented in a practical sense.

                              Once this module is completed, all students will understand the power of partner referrals and how to get started.

                              6. Search Engine Optimization (SEO) - Acquiring Leads Long Term

                              • Search Engine Optimization is simply the science and art of getting your web presence to appear higher on search engine results pages. For example, you may want your product or service to appear on page 1 of Google in your country when someone searches for that product or service.

                                So what can we do to achieve this? Are there any magic bullets?

                                The answer to the former is "quite a lot" and the latter is "Unfortunately, no".

                                In this lesson, we introduce "On-Site" optimization that looks at aspects of your web presence that includes, meta-tags, header tags, keyword densities, and suitable website development techniques.

                                The "black hat" techniques are dispelled and "Off-Site" techniques such as "back linking" are also evaluated.

                                Some common Dos and Don'ts are highlighted with the Ultimate Rule of SEO explained in a common sense way regardless of your level of experience

                                7. Converting More for Less [Includes Email Marketing]

                                • How do you automate mass lead acquisition? How do you ensure that the customer experience is optimized for the individual? How do you nurture your leads? In an online context, people are much more skeptical and have less loyalty. How do we gain this trust so that you maximize your sales conversions? This is where mass tailored communications and marketing automation become absolutely crucial to ensure that maximum returns are achieved as that propels further business growth.

                                8. DataDriven Marketing and Sales for Maximum Return

                                • Data drives everything you do in Digital Marketing and Digital Sales. Data Determines Decisions. Data Dictates Spend. Data Drives Sales. Here we delve into analytics to maximize your return on investment and track your success.

                                  Do you know how much you can spend to acquire a client? Do you know your cost per acquisition and all subsets of this including CPL, CPC, and even CPM? Do you know your average revenue per lead? Do you know your average revenue per user?

                                  Here we get under our hood to look at how we have been successful at digital sales conversions in many industries and how this data driven digital marketing will change the way you do business.

                                  9. Social Marketing and ORM - Closing and Acquiring All At Once

                                  • We all have a view on social websites such as Facebook, LinkedIn, YouTube, Twitter, and even Google Plus. Love them or hate them, they are here to stay. But even if you are a disbeliever, you cannot argue with their sheer size. For instance, Facebook has over 1 billion users and 1 million advertisers. This is just the tip of the iceberg and the potential is truly limitless.

                                    In this lesson, we look at how businesses can maximize the opportunity of effectively using social web assets across multiple providers. You'll learn how to build social assets as well as how to keep them relevant and updated without overloading valuable and scarce business resources. Software that can assist with this is also presented.

                                    Forums and Online Reputation Management (ORM) is also discussed. How to deal with negative reviews on online forums and build a platform for dealing with rogue and valid negative reviews are also presented.

                                    A must for anyone aiming to impact on business marketing in the 21st Century.

                                    10. Your Strategy - Building a Platform For Success

                                    • Developing a structured and workable digital marketing strategy is crucial to achieve the successful realization of your business goals.

                                      In this session, we combine all that we have learned in the previous modules and discuss the next steps and practicalities of employing the knowledge you have gained for the benefit of you, your career, and your business.

                                    COURSE LOGISTICS
                                    CertificatesReceived upon successful completion of course if requested, for a $5 supplemental fee. armando.aguero@shawacademy.com
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