Description:
The importance of digital marketing is increasingly growing these days due to the rising presence of users in the digital world and the significant amount of time they spend online, often extending for several hours a day. It is also well-known that smartphone usage has been steadily increasing across almost all age groups. A recent study revealed that the average number of times a person checks their smartphone ranges between 80 to 160 times a day, and this number continues to rise. Since user attention has shifted to digital channels, it has become crucial to be present where users are and engage with them there.
The Digital Marketing specialization consists of three courses:
- Search Engine Optimization (SEO)
- Digital Analytics
- Correct Digital Presence
Search Engine Optimization (SEO) Course:
In this course, we will learn what SEO is by understanding how search engines generally work, with a focus on Google. We will then learn how to understand the search behavior of the target audience and how to find appropriate keywords to use in website content and other areas that we will learn about throughout the course. Next, we will explore the ranking factors that influence search results and how to manage them to achieve the best visibility in search engines. We will also delve into the technical aspects of SEO and the importance of both internal and external links, as well as best practices on social media platforms to help website pages rank higher in search results. Following that, we will learn how to optimize videos for better rankings. By the end of the course, we will learn how to measure and analyze the effectiveness of the SEO improvements we’ve made.
Digital Analytics Course:
In this course, we will explore the basic principles of digital analytics and how to build a digital analysis plan with an example. We will then look at the Google Tag Manager tool, with a practical example of how to set up and install a tracking tag for Google Analytics. We will then dive into the important reports available in Google Search Console, which help us analyze our performance on Google Search. Following that, we will explore Google Analytics, one of the most important tools for analyzing website traffic, where we will learn how to use key reports. We will also familiarize ourselves with Firebase, a tool used for analyzing mobile app performance. Additionally, we will explore tools for analyzing YouTube, Facebook pages, and Twitter. Afterward, we will cover Google Data Studio, which helps us create comprehensive dashboards, and we will also learn about Heatmaps and how to use the Hotjar tool.
Correct Digital Presence Course:
In this course, we will learn how to plan for the correct digital presence by understanding the digital journey of our customers. We will then explore the Google My Business tool, its best practices, and how to make the most of it. After that, we will learn how to plan and build a simple yet effective website using Google Sites and how to publish this site online. We will also study the best practices for establishing a correct presence on social media platforms and explore additional tools that help us create exceptional content to increase engagement on these platforms. We will then discuss the best practices for building mobile apps. Next, we will learn how to create correct digital content, and finally, we will learn how to create and manage effective email campaigns.
What You Will Learn:
- Improve website performance for better search engine visibility
- Optimize videos for better search engine ranking
- Manage and improve business presence on Google My Business
- Manage website links effectively
- Improve and manage your presence on app stores
- Manage email marketing campaigns
- Build a simple website
- Create correct digital content
- Manage tags with Google Tag Manager
- Analyze reports from Google Analytics
- Analyze reports from Google Search Console
- Analyze reports from Firebase
- Analyze reports from social media analytics tools
- Analyze reports from Hotjar
Why we should learn about Digital Marketing?
1. Growing Digital Presence of Users:
- User Behavior Shift: With an increasing number of people spending hours each day on digital platforms and frequently checking smartphones, businesses must adjust their marketing strategies to engage users where they are. This course provides the knowledge to tap into this vast digital audience effectively.
2. Critical for Business Growth:
- Better Visibility & Competitive Edge: SEO helps your website appear higher in search engine results, leading to greater visibility. Understanding how to optimize your site and content means attracting more organic traffic, which is essential for business growth.
- Increased Engagement: Learning how to create compelling content and optimize your digital presence across platforms (including social media and app stores) allows you to engage users better, increasing interaction, retention, and conversions.
3. Stay Ahead of Changing Algorithms:
- SEO Adaptation: Search engines, especially Google, are constantly updating their algorithms. The SEO course will teach you how to stay on top of these changes and adapt your strategies for maximum visibility and reach.
- Video SEO & Optimization: As video content becomes an increasingly important part of digital marketing, understanding how to optimize videos for search engines will give you an edge in ranking better across platforms like Google and YouTube.
4. Understand and Measure Digital Performance:
- Data-Driven Decisions: The Digital Analytics course provides essential tools like Google Analytics, Google Search Console, and Firebase, empowering you to analyze traffic and user behavior to optimize marketing efforts. You’ll learn how to make data-driven decisions, which is a crucial skill in modern marketing.
- Holistic View of User Behavior: You’ll be able to understand how users interact with your content, from your website to social media, apps, and more. This allows you to refine your strategy and improve customer journeys and experiences.
5. Effective Online Presence Management:
- Google My Business: Learning how to optimize your Google My Business profile is critical for local businesses, ensuring they appear in relevant local searches. This directly impacts foot traffic and local online visibility.
- Mobile App & Store Presence: The course teaches you how to manage your presence on app stores and improve your app’s visibility, which is key as mobile apps play a larger role in modern consumer behavior.
6. Comprehensive Digital Strategy:
- Building an Effective Website: You will learn how to create a simple and effective website using Google Sites, providing you with the knowledge to launch a business site quickly and cost-effectively.
- Content Strategy: Understanding how to create the right content for digital platforms, including blogs, social media, and email, is key to effective marketing. This course will help you build a content strategy that resonates with your target audience.
7. Career Advancement:
- In-Demand Skills: Digital marketing skills, particularly in SEO and analytics, are among the most in-demand skills in today’s job market. By mastering these areas, you position yourself as a valuable asset to businesses seeking to enhance their online presence.
- Cross-Industry Application: Digital marketing strategies are applicable across various industries—whether in retail, education, healthcare, or technology. Learning these skills opens up opportunities in multiple sectors.
8. Effective Campaign Management:
- Email Marketing: You will also learn how to manage email marketing campaigns, which are one of the most cost-effective methods for reaching and nurturing customers, leading to increased retention and sales.
9. Hands-On Experience:
- Practical Tools: The course includes practical tools and real-world examples, giving you hands-on experience with platforms like Google Analytics, Google Tag Manager, Firebase, Google Data Studio, and Hotjar, which are commonly used in the industry.
In Summary:
By taking this course, you will:
- Gain a deep understanding of SEO to improve your website’s search engine ranking and visibility.
- Master digital analytics tools to measure and analyze your digital presence effectively.
- Learn how to create a correct digital presence across various channels (websites, social media, app stores) to engage and retain customers.
- Stay competitive in the digital marketing landscape with a focus on data-driven decision making, content creation, and email campaign management.
