Table of Content
 

 

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
  • Edge Rank Algorithm: Why engagement is a 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
  • [/list]
    [/accordion-group][accordion-group title="Live Facebook Community Building & Facebook Advertising"]
    [list]
  • 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

  • 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

 

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

  • Understand & connect with the user
  • Benefit from search behavior of prospective customer

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

Affiliate Marketing

  • Advertiser
  • Publisher
  • Consumer

Mobile Marketing

  • Introduction
  • Mobile Advertising
  • Understanding the market

 

InBound Marketing

Attracting your potential customers into conversion funnel

  • Various ways to build reach through Digital Marketing
  • What are Engagement Magnets?
  • How to identify right set of engagement magnets for your business?
  • Effectiveness of various Engagement Magnet
  • Digital Reach Building Strategy through Inbound Interest Generation

Converting your prospects into leads using emails

  • What is Audience aggreation?
  • Benefits of Audience Aggreation
  • How to do Audience Aggreation thrugh Emails

Conversion Optimization:

  • ·Role of Conversion 
  • ·Understanding Customer Psyche 
  • ·Conversion Optimization User Flow and Persuasion 
  • ·Online Persuasion 
  • ·True meaning of Landing Page
  • ·User Flow and Online Persuasion  
  • Conversion Optimization Patterns for Engaging website Visitors 
  • ·Patterns for Engaging Website Visitors
  • ·Pattern#1 Pop-Ups
  • ·Pattern#2 Pop Under Call to Action
  • ·Pattern#3 - Inside Article CTA
  • Landing page 
  • ·Conversion Oriented Landing Page Design
  • ·Investment in Landing Page
  • ·Is it for me?
  • ·What is it?
  • ·Critical concerns to address on landing page
  • ·What's the next step
  • Life Cycle Emails 
  • ·Life Cycle Emails: What and Why?
  • ·Lead Nurturing with Drip Email Marketing: How?

 

SearcH Engine Optimization

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 Friendly 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 (Google Webmaster Tool, Google Analytics Tool)
  • Why is Alexa?
  • Alexa Integration
     

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
  • 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

 

Search Engine Algorithms

  • Basics
    • What is Search Engine's Algorithms?
    • How Algorithms Works?
    • Why a Search Engine needs to update its Algorithm?
    • Search Engine Penalties and Recoveries.
    • Why a Search Engine penalizes a Website?
  • Advanced
  • How to optimize your site for Google Hummingbird Algorithm?
  • What is Google Panda Algorithm?
  • What is Google Penguin?
  • What is Google EMD Update?
  • How to save your site from Google Panda, Penguin and EMD Update?
  • How to recover your site from Panda, Penguin and EMD?

Web Analytics

  • Introduction
  • Navigating Google Analytics
  • Traffic Sources
  • Content
  • Visitors
  • Goals & Ecommerce
  • Actionable Insights and the Big Picture
  • Web analytics tools
  • Making better decisions
  • Summing up
  • Common mistakes analysts make
  • Social media analytics
  • Social CRM & Analytics

Email Marketing

Deliverability

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

Effective Email 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 email 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

  • 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 

 

Apply for Certification

https://www.vskills.in/certification/Certified-Digital-Marketing-Professional