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