Table of Contents
 

 

Email Marketing

Deliverability
  • Setting up an Email Marketing Machine
  • ISPs
  • Hosting Facility
  • MTA
  • IP/DNS
  • Shared vs. Dedicated IPs
  • Reverse DNS
  • MX Record
  • Whitelisting
  • Response Handlers
  • Bounces

Content

  • Conversation
  • Relevance
  • Incentives
  • Timing
  • Creative & Copy
  • Attributes

Customer Acquisition Strategies

  • Rented List Emails
  • Co-branded Emails
  • Third Party email Newsletters
  • Viral Emails
  • Event Triggered Emails
  • House e-newsletters   

Effective Creative

  • Introducing: CRABS
  • Does your emails have crabs?
  • Email template model
  • Best Practices
  • NLP Demonstrations (neuro linguistic programming) to understand customers better

Nurturing & Automation

  • Tools to enhance lead nurturing
  • Enhance better reach
  • Analyze behavior patterns
  • Analytics
  • Automation and more.

Resources to do situational analysis and progressive updates

  • Customer personal tool kit
  • Complete email marketing worksheet
  • Content Editorial Calendar
  • Digital Marketing Strategy toolkit
  • Email contact strategy template
  • Email campaign calculator
  • Email Marketing Health Check
  • Structuring Digital Marketing Team
  • Web resources to improve subject lines, html codes, spam testers and deliverability issues

Social Media Marketing

Why care about Social Media?

  • Orientation to Digital Marketing and Social Media
  • Latest Stats and Trends about Social Media (Global & Indian)
  • Relevant Social Media Success Stories (Global & Indian)

Demystifying Community Building on Facebook

  • Orientation to Facebook Brand Pages
  • EndgeRank Algorithm: Why engagement is key to success on Facebook?
  • How to create Facebook Marketing Strategy?
  • Facebook Applications for Fan Growth and Engagement
  • How to create Brand Ambassadors on Facebook?
  • Leveraging Facebook Insights for Success
  • Relevant Facebook Marketing Success Stories (Global & Indian)

Creating Facebook Marketing Strategy

  • From Objectives to ROI
  • Competitive Research
  • Strategy Presentation by Participants
  • Exercise: Participants to create Facebook Marketing Strategy for their organizations

Live Facebook Community Building & Facebook Advertising

  • Types of Facebook Ads
  • Facebook Ads vs Google Adwords
  • Significance of CTR (Click Through Rate)
  • Optimizing Ad Copy & Targeting
  •  Exercise: Participants to launch & promote live Facebook Communities

Twitter: The Jewel in the Social Media Crown

  • Twitter in Plain English
  • Twitter for PR, Brand Building, Customer Engagement and Thought Leadership
  • Leveraging Lists, Hashtags & Trends
  • Tools to listen & measure Influence on Twitter: TweetDeck, Klout, PeerIndex

Creating Twitter Marketing Strategy

  • Twitter Strategy Framework: From Objectives to ROI
  • Exercise: Creating Twitter Marketing Strategy

Leveraging LinkedIn for B2B Lead Generation & Personal Branding

  • LinkedIn in Plain English
  • Lead Generation through Individual Profiles
  • Lead Generation as Enterprise: Company Page, Ads, Developer API, Groups
  • Exercises: Profile Makeover, Answers, Groups, Status Updates, Recommendations

Discussion on other Social Media Channels

  • Opportunity of other Social Media Channels (e.g. SlideShare, Pinterest, Google+)
  • Open discussion on approach to leverage them

Measuring ROI of Social Media

  • Guidelines for Measurement on Social Media
  • Importance of Qualitative Feedback
  • Framework for ROI Measurement
  • Creating ROI Metrics Dashboard
  • Tools to Measure ROI

Planning & Creating Multi-channel Social Media Strategy

  • How to choose relevant Social Media channels?
  • Creating multi-channel Social Media strategy
  • Resource Planning: In-house vs Outsource, Key competencies, Tools etc

Inbound Marketing

  • Attracting your potential customers into conversion funnel
  • Converting your prospects into leads using emails
  • Digital marketing: Optimizing the conversion funnel
  • Managing leads and making them sales ready

Search Engine Marketing

 
Search Engine Marketing Overview
  • Understanding Google search
  • Rule based personalization of marketing at internet scale
  • Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing

Pay per click overview

  • PPC Definition & how it function
  • Important Terms - Quality Score, Conversion Rate etc.
  • Quality Score Overview Understanding

Strategizing PPC campaigns

  • Setting objectives, goals & expectations
  • Actionable metrics for performance measurements
  • Formulating account structure
  • Effective segmentation of keywords
  • Usage of multiple match types
  • Non overlapping Ad Groups

Market Analysis

  • Understanding industry key drivers
  • Competitive Analysis
  • Organizational positioning
  • Targeting

Ad writing Techniques

  • Compelling ads that increase click through rates (CTR) lower costs
  • Understanding, Analyzing & Improving - Relevance & Quality score
  • Improve conversion rates Targeted ads & relevant landing pages
  • Ad Preview tool
  • Best Practices like using features such as reviews, +1 button etc

Campaign Management

  • Overview of the tools
  • Understanding advance functionality

Bid Management Plan

  • Understand bidding strategy
  • Manual vs. Automated bid management
  • Different bid management features CPA bidding, position preference etc

Effective landing pages

  • Importance of UI/UX design
  • Call to Action

Performance Tracking

  • Set campaign objectives & goals
  • Define Performance metrics
  • Monitor PPC activity with Google Analytics

Decipher User psychology
Reporting & Analysis

  • Integrate PPC account with Google Analytics
  • Understanding reports and define the future plan of action

Testing

  • Multivariate Testing
  • A/B split Testing

SEM Management (Other Opportunities)

  • Remarketing
  • Mobile Advertising
  • Display & Video Formats
  • Optimize the display network campaigns
  • Track & measure view through conversions

Search Engine Optimization

On page Optimization Course
  • What is On-Page Optimization
  • Keyword Research with Google Keyword Planner
  • How to Select a Domain Name?
  • Page Naming {URL Structuring} and Folder Naming
  • Image Naming, Image Title and ALT Tags Creation
  • What are Meta Tags-Description, Keywords, Author, Country, Robots Redirection Tags
  • Headings Tags {H1 to H6} What is Content Writing?
  • SEO Freindly Content Writing {Insert keywords in content}
  • Anchor Text, Link Title
  • Robots.text file use and creation
  • HTML Sitemap creation
  • XML Site Map Creation
  • Ror text sitemap
  • Site Tracking Tools (Googe WebmasterTool, Google Analytics Tool)
  • Why is Alexa?
  • Alexa Integration

Off Page Optimization Course

  • What is Off-Page Optimization?
  • What are Backlinks?
  • Why Backlinks are Important?
  • How to Get Backlinks?
  • Difference Between Do-Follow and No-Follow Backlinks
  • What is Google Page Rank?
  • How to Increase Page Rank?
  • Search Engine Submissions
  • What is Content Writing?
  • Directory Submissions
  • Article Writing and submissions
  • Press Release writing and submissions
  • Blog Posting and comment writing
  • Classifieds posting
  • Forum Posting
  • Business Listing
  • Social Bookmarking
  • Social Networking
  • RSS Feeds
  • Link Exchange (one way, two way and three way)

Search Engine Algorithms

  • What is Search Engine's Algorithms?
  • How Algorithms Works?
  • Why a Search Engine Need to Update It's Algorithm?
  • Search Engine Penalties and Recoveries.
  • Why a Search Engine Penalize a Website?

Search Engine Algorithms

  • What is Google Panda Algorithm?
  • What is Google Penguine?
  • What is Google EMD Update?
  • How to save your site from Google Panda, Penguine and Emd Update?
  • How to Recover your site from Panda, Penguine and EMD?

Web Analytics
 
Introduction

  • What’s analysis?
  • Is analysis worth the effort?
  • Small businesses
  • Medium and Large scale businesses
  • Analysis vs intuition
  • What is web analytics?
  • Getting Started With Google Analytics
  • How Google Analytics works
  • Accounts, profiles, and users

Navigating Google Analytics

  • Basic metrics
  • The main sections of Google Analytics reports

Traffic Sources

  • Direct, referring, and search traffic
  • Campaigns
  • AdWords, Adsense

Content

  • Pages and Landing Pages
  • Event Tracking and AdSense
  • Site Search

Visitors

  • Unique visitors
  • Geographic and language information
  • Technical reports
  • Benchmarking

Goals & Ecommerce

  • Setting up goals
  • Goal reports
  • Ecommerce tracking

Actionable Insights and the Big Picture

  • Recap of Google Analytics reports and tools
  • Finding actionable insights
  • Getting the organization involved
  • Creating a data-driven culture
  • Resources

Web analytics tools
Making better decisions
Summing up
Common mistakes analysts make

 
Social media analytics

  • Facebook insights
  • Twitter analytics
  • Youtube analytics
  • Social Ad analytics / ROI measurement

Social CRM & analytics

  • Radian6
  • Sentiment analysis
  • Workflow management
  • Text analytics

Apply for Certification

https://www.vskills.in/certification/Digital-Marketing-Certification