Digital Marketing Course, Study notes of Marketing

Download Digital Marketing Course and more Study notes Marketing in PDF only on Docsity! Need Help? Speak with an Advisor: www.udacity.com/advisor Digital Marketing N A N O D E G R E E P R O G R A M S Y L L A B U S Digital Marketing | 2Need Help? Speak with an Advisor: www.udacity.com/advisor Overview Learn to create marketing content, use social media to amplify your message, make content discoverable in search, run Ads campaigns and advertise on Facebook. Additionally, learn how display and video ads work and how to market with email, and measure and optimize with Google Analytics. Prerequisites: No Experience Required Flexible Learning: Self-paced, so you can learn on the schedule that works best for you Estimated Time: 3 Months at 10 hrs/week Need Help? udacity.com/advisor Discuss this program with an enrollment advisor. IN COLL ABOR ATION WITH Digital Marketing | 5Need Help? Speak with an Advisor: www.udacity.com/advisor Course 2: Content Strategy Content is at the core of all marketing activity. In this course you learn how to plan your content marketing, how to develop content that works well for your target audience, and how to measure its impact. LEARNING OUTCOMES LESSON ONE Plan Your Content A marketer has a message and that message has to be communicated through great content. In this lesson, you learn how to plan and organize your content. LESSON TWO Create Content Great content has a few common components. In this lesson, you learn the power of storytelling, different frameworks you can use to tell persuasive stories, and how to make the most of your content with curation and repurposing. LESSON THREE Distribute & PromoteContent Compelling content on its own won’t get the job done. In this lesson, you learn how to promote and distribute your content, and how to keep it all organized with a content calendar. LESSON FOUR Optimize Website UX & Landing Pages Your website plays a crucial role in reaching your marketing objectives. In this lesson, you learn how to apply UX design principles to your website, and how to create and test landing pages. Digital Marketing | 6Need Help? Speak with an Advisor: www.udacity.com/advisor LEARNING OUTCOMES LESSON FIVE Measure Impact Measurement is key to the success of your content marketing. In this lesson, you learn what metrics to consider and how to optimize your results. LESSON SIX Jobs in ContentMarketing We describe what it’s like to be a Content Marketer and what skills recruiters look for in the recruiting process. Digital Marketing | 7Need Help? Speak with an Advisor: www.udacity.com/advisor Course 3: Social Media Marketing (Organic) Social Media is a powerful channel for marketers. In this course, you learn more about the main social media platforms, how to manage your social media presence, and how to create effective content for each platform. LEARNING OUTCOMES LESSON ONE Social Media Landscape First, it’s important to understand the social media landscape. Plan your approach with the help of two popular frameworks and align your strategy with the customer journey. LESSON TWO Social Media Channels We’ll take a closer look at Facebook, Instagram, Youtube, Twitter, and Snapchat. Deliver your message in the most important platforms for your audience. Find and work with influencers to help you. LESSON THREE Social Media Content Each social media platform requires a distinct approach. In this lesson, you learn how to develop or adapt content for social media, how to make your content match the platform you choose, and how to create content that audiences will share. LESSON FOUR Implement & Monitor Campaigns Success in social media requires careful monitoring and management of your content and your audience. Social media management tools, like Hootsuite, can help you get the most out of social media. Course Project Market Your Content In this project we want you to practice producing and marketing content about a subject you know very well – yourself! First you are going to write a blog post. Next, you’ll craft social media post for three social platforms to share your blog post with your audience. Digital Marketing | 10Need Help? Speak with an Advisor: www.udacity.com/advisor LESSON FIVE Facebook - Create and Manage Ads Facebook ads require thoughtful planning. Learn how to create and run ads on Facebook, write compelling copy, choose the right images, test different ads, and evaluate the performance of ads using campaign examples. LESSON SIX Jobs in Social MediaAdvertising We describe what it’s like to be a Social Media Advertiser and what skills recruiters look for in the hiring process. Digital Marketing | 11Need Help? Speak with an Advisor: www.udacity.com/advisor Course 5: Search Engine Optimization (SEO) Search engines are an essential part of the online experience. Learn how to optimize your search engine presence through on-site and off-site activities, including how to develop your target keyword list, optimize your website UX and design, and execute a link building campaign. LEARNING OUTCOMES LESSON ONE How Search Works To execute a successful SEO strategy, you need to know how search engines work. In this lesson, you’ll learn search engines basics. LESSON TWO Keywords SEO needs to align with the keywords that matter most to your target audience. In this lesson, you’ll learn about keywords, how to choose the right ones for your objectives, and how research can help you to identify them. LESSON THREE On-Site SEO: OptimizeUX & Design Learn how to optimize the UX and design of your site to help search engines find and associate your content with your target keyword list. LESSON FOUR Off-Site SEO:Link-building Inbound links to your content are crucial in determining your search engine ranking for your target keywords. Develop and execute a link building strategy to improve your site’s relevance and ranking. LESSON FIVE SEO Audit &Future of SEO SEO is an ongoing effort, and it is important to audit your site on a regular basis to ensure optimal visibility. Execute a content and technical SEO audit, and explore tools that can help in this process. LESSON SIX Jobs in SEO We describe what it’s like to be a Search Engine Optimization (SEO) Marketer and what skills recruiters look for in the hiring process. Course Project Conduct an SEO Audit In this project, you will audit a website or your company’s website and recommend actions to optimize its ranking in search engine results. You will recommend a target keyword list, evaluate the design and the UX of the site, and recommend improvements. Digital Marketing | 12Need Help? Speak with an Advisor: www.udacity.com/advisor Course 6: Search Engine Marketing with AdWords (SEM) Optimizing visibility in search engine results is an essential part of Digital Marketing. Reinforcing findability through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google. LEARNING OUTCOMES LESSON ONE Adwords & KeywordSelection Explore how Google AdWords is organized and plan a Google AdWords campaign using keyword research. LESSON TWO Create Text Ads Search text ads are one ad type you can utilize in AdWords. In this lesson, you learn how to write compelling search text ads, align your text ads with your target keywords, and optimize landing pages to boost your search engine marketing campaigns. LESSON THREE CPC Bidding Learn how AdWords bidding works, Google’s ad placement formula, and plan your AdWords spend by calculating a max cost-per-click (CPC) bid. LESSON FOUR Navigate AdWords AdWords is the largest Search Engine Advertising platform. In this lesson, you learn how to set up a search engine marketing campaign along with a few nuances of the tool. Course Project Run an AdWords Campaign In this project, you will create, execute, and monitor a search engine marketing campaign on the AdWords platform for a Sandbox B2C or B2B product or your company’s product/service. While your campaign is live, you will test, monitor, and optimize your results for the best possible ROI. Digital Marketing | 15Need Help? Speak with an Advisor: www.udacity.com/advisor Course 8: Email Marketing Email is an effective marketing channel, especially at the conversion and retention stage of the customer journey. In this course, you learn how to create an email marketing strategy, create and execute email campaigns, and measure the results. Course Project Market with Email In this project, you will plan and prepare an email marketing campaign for a Sandbox B2C or B2B product or your company’s product/service. You will write an e-mail, and evaluate the results of an email campaign. LEARNING OUTCOMES LESSON ONE Email List Generation Learn how to build a subscriber list with contact formsand explore the double opt-in process. LESSON TWO Create an EffectiveEmail Campaigns Unopened emails are a missed opportunity. In this lesson, you learn how to write subject lines, pre-headers, calls to action, and effective email copy. LESSON THREE Create an Email Plan An email plan is necessary for developing a successful email marketing strategy. Learn how to create an email calendar and plan different types of email campaigns, like transactional and drip campaigns. LESSON FOUR Measure Results Email marketing is never done. In this lesson, you learn how to analyze the results of your email campaign, how to use A/B testing to improve your content, and how to use segmentation to better target specific subscribers. LESSON FIVE Jobs in EmailMarketing We describe what it’s like to be a Email Marketer and what skills recruiters look for in the hiring process Digital Marketing | 16Need Help? Speak with an Advisor: www.udacity.com/advisor Digital Marketing | 17Need Help? Speak with an Advisor: www.udacity.com/advisor LEARNING OUTCOMES LESSON FIVE Evaluate Conversions Discover how to set up your conversion goals in Google Analytics, evaluate your conversion success, and identify obstacles to conversion in your site and landing pages for different traffic sources. LESSON SIX Optimize CampaignBudgets All marketing action can be tracked. In this lesson, you learn how to evaluate the results of different campaigns using Google Analytics and how to compare results across platforms to further optimize your marketing budget. LESSON SEVEN Jobs in MarketingAnalytics We describe what it’s like to work in Marketing Analytics and what skills recruiters look for in the hiring process. Digital Marketing | 20Need Help? Speak with an Advisor: www.udacity.com/advisor All Our Nanodegree Programs Include: EXPERIENCED PROJECT REVIEWERS RE VIE WER SERVICES • Personalized feedback & line by line code reviews • 1600+ Reviewers with a 4.85/5 average rating • 3 hour average project review turnaround time • Unlimited submissions and feedback loops • Practical tips and industry best practices • Additional suggested resources to improve TECHNICAL MENTOR SUPPORT MENTOR SHIP SERVICES • Questions answered quickly by our team of technical mentors • 1000+ Mentors with a 4.7/5 average rating • Support for all your technical questions PERSONAL CAREER SERVICES C AREER COACHING • Personal assistance in your job search • Monthly 1-on-1 calls • Personalized feedback and career guidance • Interview preparation • Resume services • Github portfolio review • LinkedIn profile optimization Digital Marketing | 21Need Help? Speak with an Advisor: www.udacity.com/advisor Frequently Asked Questions PROGR AM OVERVIE W WHY SHOULD I ENROLL? Digital marketers are in high demand, and in this unique introductory program, you’ll learn exactly the skills you need to succeed in the field. We’ve collaborated with industry leaders like Google, Facebook, HubSpot, Hootsuite, Moz, and MailChimp to help ensure that you emerge from the program with a valuable holistic understanding of how digital marketing works, and why it’s so important. Multi-platform fluency and real-world experience are the building blocks for a successful career as a digital marketer, and this program is the ideal way to get started. WHAT JOBS WILL THIS PROGRAM PREPARE ME FOR? Graduates will be uniquely prepared to fill a wide array of digital marketing roles. These include: Social media analyst, Social media manager, Social media community manager, Social media coordinator, Social media marketer, Social media strategist, SEO manager, SEO analyst, SEO partnership specialist, SEO strategist, Digital marketing manager, Internet marketing manager, Website optimization manager, SEM analyst, SEM manager, SEM marketing coordinator, Search analyst, Paid search marketing manager, Digital marketing manager, Head of growth and acquisition, and Email marketing manager. For market salary details, please visit Paysa. HOW DO I KNOW IF THIS PROGRAM IS RIGHT FOR ME? If your goal is to embark on a successful career as a digital marketer, and you want to master the right skills by running actual advertising campaigns on major digital platforms, analyzing and optimizing the results, and producing actionable insights based on your analyses, then this is the right program for you, because it offers valuable real-world experience. ENROLLMENT AND ADMISSION DO I NEED TO APPLY? WHAT ARE THE ADMISSION CRITERIA? No. This Nanodegree program accepts all applicants regardless of experience and specific background. WHAT ARE THE PREREQUISITES FOR ENROLLMENT? The Digital Marketing Nanodegree program is designed for students with any skill level and work background. Students should be comfortable using a computer, navigating social media platforms, and writing and reading in English. Digital Marketing | 22Need Help? Speak with an Advisor: www.udacity.com/advisor FAQs Continued TUIT ION AND TERM OF PROGR AM HOW IS THIS NANODEGREE PROGRAM STRUCTURED? The Digital Marketing Nanodegree program is comprised of content and curriculum to support eight (8) projects. We estimate that students can complete the program in three (3) months working 10 hours per week. Each project will be reviewed by the Udacity reviewer network. Feedback will be provided and if you do not pass the project, you will be asked to resubmit the project until it passes. CAN I SWITCH MY START DATE? CAN I GET A REFUND? Please see the Udacity Nanodegree program FAQs for policies on enrollment in our programs. HOW LONG IS THIS NANODEGREE PROGRAM? Access to this Nanodegree program runs for the length of time specified in the payment card above. If you do not graduate within that time period, you will continue learning with month to month payments. See the Terms of Use and FAQs for other policies regarding the terms of access to our Nanodegree programs. I HAVE GRADUATED FROM THE SELF-DRIVING CAR ENGINEER NANODEGREE PROGRAM BUT I WANT TO KEEP LEARNING. WHERE SHOULD I GO FROM HERE? Once you have completed the Digital Marketing Nanodegree program, you may want to consider taking the Marketing Analytics Nanodegree program, that can help you learn how to analyze the business impact of digital marketing. SOF T WARE AND HARDWARE WHAT SOFTWARE AND VERSIONS WILL I NEED IN THIS PROGRAM? To enroll, students should have basic computer skills, a Gmail account, and a Facebook account to complete the projects.