Digital Marketing: 16 Strategic and Tactical Courses in 1

This course will be divided into seven main lectures:

1. Introduction

2. Keyword selection and strategy

3. Setting Page Titles and URLs

4. Setting Meta Descriptions

5. Other On-Page considerations

6. Off-Page considerations

7. Measuring success

What do we mean by SEO?

How does Google search works?

Why we should bother?

Google robots crawl the web gathering and storing information

from websites.

SERP is an essential acronym used in SEO

How to look at the best keyword, learn keyword research, look at your competitor's keyword strategy, use tools to help you in your optimization growth.

SEO establish differents kind of keywords

Keywords are an essential part of SEO

Getting page titles and URLs is an essential part of your journey. We explain what to do and how to do it right.

Understanding page titles importance

Understand Page Title

We will look at:

1. What is the right length and how to construct these

2. How to optimize keywords into the meta description

3. How to locate and edit

Understand meta description importance

1. How to incorporate keywords phrases into on-page content?

2. What is the optimal link strategy to other pages?

   
   

On-Page SEO is one of the pillar of good SEO

1. What are backlinks and inbound links?

2. What are the best tactics to generate these?

3. What pitfalls do i need to look for?

Understanding external links

1. How long will take to have results?

2. What does success looks like?

3. What tools are available to help?

4. How can you keep the momentum going?

What is success in terms of SEO

Five short tips to help you focus on the SEO journey

1. Be Organised

2. Be Methodical

3. Be Realistic

4. Be Flexible

5. Be Patient

Understand what means a Generative pre-Trained Transformer

What are the origins of AI?

Very well-known platforms already use machine learning and AI. This is the reason they sound familiar to us.

Learn how AI is built into your customer journey

What is good and not about ChatGPT

How can we practically use ChatGPT for marketing

Examples of mistakes from ChatGPT use

Learn about some vertical AI tools that can help your marketing tasks

Understand the most important points about this masterclass

Understand who is the typical Tik Tok user and how they engage with the platform.

1. The set-up

2. Know your why

3. What Content? The Duolingo Example

   
   

1. Build credibility

2. Getting Discovered

3. Tik Tok funnel

Understand main points like competition and choosing your market approach.

Tik Tok as marketing channel

1. Brand awareness

2. Community building

3. Conversion

4. Customer service

1. Marketing product examples

2. Marketing services examples

3. KPI's tracking

1. Entertain

2. Content Themes

3. Ask Google

1. Duets

2. Stitches

3. Original Sounds

4. Trending Sounds

1. Content Template

2. Write your Scripts

3. Do's and Don'ts

How to repurpose content for Tik Tok

In-App filming and creating text

1. Best practice

2. Video batching

3. Captioning

4. Do's and Dont's

1. InShot

2. Prequel

3. CapCut

4. Magisto

Suggestions and FAQ's

In this course we will cover the following topics:

1. Introduction to GA4

2. Overview of the NEW GA4 Dashboard

3. Reports Snapshot & Real-time Data

4. Life Cycle Reporting

5. Explorations

6. Advertising Performance

7. Configure

8. Supporting tools: Campaign URL Builder, Google Search Console

Tour the new dashboard and explain the critical differences from the old Google Analytics dashboard.

In this lesson you will learn:

1. What source do new users come from?

2. Which countries do users come from?

3. What are your top-performing campaigns?

4. Which pages and screens get the most views?

5. How well do you retain users?

• Follows the funnel of acquiring, engaging, monetizing and retaining users.

• Analyze how users enter the conversion funnel and how they behave once they’re in the funnel.

• Life Cycle Reports will quickly answer:

  • How do users enter the conversion funnel?

  • How do users behave once they’re in the funnel?

• GA4 also includes user reports on demographics and technology, events, and conversions.

• What insights can you uncover with custom charts and tables?

• What user journeys can you analyze, segment, and break down with multi-step funnels?

• What user journeys can you uncover with tree graphs?

• What do intersections of your segments of users tell you about their behavior?

• What insights can you get from your user cohort's behavior over time?

• What can you learn by analyzing the entire lifetime of your users?

• Which channels drive the most conversions?

• What touchpoints do customers take to convert?

• How do you attribute channels to conversions?

Learn how to configure:

• Events

• Conversions

• Audiences

• Definitions

• Debug View

An invaluable GA4 supporting tool to help you understand:

• The health and performance of your site.

• The search terms used to deliver traffic to your site.

• The Impressions and clicks of your site page links in Organic Search.

• The URL builder

An overview of the GA4 Section and why is important for you and your business and the downloadable slides.

Would you like to sell more of your products and services?

Would you like to convert more of your web visitors to have more enquiries? If the answer is YES, you are in the right place!

This is a course about the science of persuasion which will help you learn how your customers think and behave.

See some case studies of those organisations which have failed with their marketing. We often think we understand our customers and ourselves but Marketing has been showing us we don’t at all! Science has also shown that what customers tell you face to face is not necessarily what they think. See how Group Thinking can sometimes be the synonym of flop!

Clarity of goals! That is something your marketing strategy MUST have!

• What do you want to do with your product?
• Who are you trying to persuade?
• What are your key objectives?

See how the SOSTAC plan can help you, researchers, your strategy.

See also the GET-TO-BUY technique and what it implies.  

The power of authority. Can you use it to sell more? Can you add to your website a badge that gives you that sense of authority which could turn your sales upside down?

Learn what Stanley Milgram found out in his 1950’s studies and experiments and how charities can persuade people much better than businesses.  

The concept of Neuroscience i.e. the study of the most complex thing in the universe: the human brain. Scientists have started to use a range of tools to understand how our brain makes decisions taking short paths called heuristics. By doing that it tries to be efficient and would rather make a decision based on a pattern. When the patterns are disrupted the brain struggles. People have patterns when coming to your website i.e. existing ideas at a no conscious level. If you could give them those patterns, you could use them to your advantage.

Science also tells us that if we can present to our customers the information they are looking for, we can deliberately influence their later decision.

See how you can use that information for your conversion rate.  

Do you know what you are selling?

Do you understand it?

Do your customers?

To improve your Conversion Rate you need to understand what you are selling from your customers' perspective. Try to find out what your customers’ most challenging problem is.

Money? Business? Competitors? Once you have understood that you can start helping people with their challenges.

We are all very suspicious and sceptical when we try something we are not familiar with. The best way to gain our customers' trust is to show them we are different. Learn how to do it through your thinking process.

What would stop your clients from buying your product?

When and where do they seem to be struggling?

What is that gets in the way?

Learn the BUYING PROCESS, see at which point of their CUSTOMERS' JOURNEY your clients are, and those problems that may arise.

See also the AWARENESS LADDER, how to move people along and how to build your pages around it.  

Your website should be seen as a conversion machine and should, therefore, act to move people along.

See how Google Analytics can help you create your targets and how it allows you to start tracking your goals and conversion. Learn how to use this tool to see the content your potential customers are looking customers. See also how they are going and where they are going with the BEHAVIOR FLOW REPORT.

Learn to reduce the number of people leaving your page at each step of the funnel and to get more goal compliance.  

You have set up your Google Analytics and have your goal tracking in place. You can now start to look at your Behaviour Flow Report and see where there might be problems with your website.

How can you improve that flow? Web Usability can help you with that, making your site more intuitive and easier to navigate. Learn to build a user-centred site in order to turn your viewers into customers.

Follow Steve Krug’s advice on how to win against the Curse of Knowledge and start thinking like your visitors.

The bottom line is: you do not want your customers to hesitate, and the clearer your site is, the easier will be for your customers to move around.  

Links to the educational videos referred in this lesson

Selective attention test - https://www.youtube.com/watch?v=vJG698U2Mvo

Color changing card trick - https://www.youtube.com/watch?v=voAntzB7EwE

Test Your Awareness : Whodunnit? - https://www.youtube.com/watch?v=ubNF9QNEQLA

Experimental Psychology - Change Blindness - https://www.dailymotion.com/video/x3691xu

How does our visual system work?

Did you know that every time you show people something you drive their attention to a particular point?  If you learn to grab your customers’ attention you can show them whatever you want! 

Our brain can only process a certain amount of things at the same time, therefore, we need to be extremely careful when we place our “call to action” buttons. To assume that your potential clients will read everything we write is very wrong as human brain only “scan-reads” what is on the screen. If you want your customers to buy a particular item, you need to make sure you put it right on the top of the page. 

Learn how our eyes read the information we put on the screen and how sensitive they are about colours, buttons, callouts and violators. Your offer needs to grab their attention because it stands out! 

See also what the “Hello Bar” and the “Chat boxes” are and how to use them to have more customers return to your page.  

Once you have your customers’ attention you, unfortunately, have it only for a few seconds and in those few seconds, you need to keep them engaged.

Before you dive into the details of your products, you should give people some context. Learn to use Headlines to give that immediate context to your customers.

See how useful are also Explainer Videos, metaphors and analogies.

Your customers are still skeptical. What else can you offer them as a guarantee?

See what request pricing is all about. Making things less risky attracts more people.

When you think about your conversion journey you need to figure out how to make people less worried. Make sure they feel safe sharing their data with you.

Show them you have a strong privacy policy in place. Most people will not read it but having it will for sure convert more because it looks safer…  

People have come to your website and looked at some of your pages. You have managed to keep their attention focused. It’s time for you to start making your claims. It’s time to state what you do, your values and the benefits of your product or service.

Learn that there are different learning styles and that people learn in different ways. If you want to grab as many customers as possible you need to provide them with different forms of material they can engage with. Different types of people will ask different types of questions… are you ready to answer them all?

See how you can use videos, graphics, cartoons and images to answer them all!

How do you keep moving them along? Understand that giving your customers too many choices can be counter-productive. The fewer the better! Focus on clarity and simplicity and make your copy and web pages easy to understand.

See how important is to keep your site up to date and invest your money in the good graphic!

Clarity beats persuasion, remember that!  

You can give your customers something free, however, there are different ways of doing it. We are always very suspicious and to get people to that final step, we need to use some magic trick!

One of the key factors is thinking about the price and the price comparison. If we do not compare our product with something else we cannot estimate its real value.

Learn to give people options by remembering to put the one you prefer right in the middle.

Understand also that people tend to be very lazy when surfing the net and that your call to action must be therefore prominent.

This is the end of our journey. A brief summary of what we have seen so far.

See how, to make things work, you need to think about your website as a funnel.

Learn to use in the best possible way all the information you have gathered so far.

Ask yourself questions about your website and see how you can improve it.

Learn to use Google Pagespeed Insights to see how fast your pages are and some other brilliant tools to emulate people doing eye tracking on web pages.

Finally, see how prototypes can help you design from scratches your site before actually doing live changes on your web copy.  

While 2018 saw the rise of video content and influencer marketing, 2019 is set to be the year of emerging technology, and as a result, changing values for marketers.

So what does 2019 hold for you as a marketer? To help you plan for the next year, we’ve gathered five digital marketing trends, and emerging technologies that we think should be in your sights for 2019 if you want to improve your strategy and stay ahead of the curve. 

1. AI & MACHINE LEARNING

Big Brother is watching. Moreover, contrary to popular belief, people WANT it. According to research by ClickZ, 47% of consumers assume that brands will use their data, and want them to. 73% are disappointed if their data isn’t used to create the convenient, personalized experience that they’ve come to expect from marketing in 2019.

While the demand for personalized experience isn’t necessarily new - it’s been called for over the last decade - the issue has always been that every consumer is unique with different interests and tastes, so full personalization has been hard to achieve until now.

Artificial intelligence has now risen to the forefront of marketing thanks to the advancements in algorithms and software available and the massive increase in the amount of data we currently hold. With more insights than ever into what consumers want and need, and the innovative software and technologies available, machine learning now allows us to provide a unique experience tailored to the wants and needs of individuals.

2. AR & VR

Augmented reality (AR) and virtual reality (VR) may not be new (we’ve all used Snapchat filters before…), they are set to evolve into something more than just a fun gimmick.

A few years ago VR was the talk of the town, so to speak, with marketing conferences worldwide shouting about how this exciting new technology would become part of our everyday experiences. However, when it didn’t become ingrained in our lives, some considered it ‘dead.’ However, think about some of the other things considered to be ‘dead’ - email, Youtube, TV, Snapchat, The Internet of Things… Now you tell us if VR is dead?

The truth is, VR and AR didn’t take off in the what it was predicted, or when, but both are still robust marketing technologies that many brands are utilizing in 2019. While there are still stumbling blocks to overcome, it’s one to watch.

3. VOICE SEARCH

With over 100 million Amazon Echo devices now sold, not to mention competitors such as Google Home and Apple Homepod growing in popularity, it’s inevitable that voice is the future of search. Comscore predicts that by 2020, 50% of search queries will be spoken, not typed.

In addition to smart home speaker devices, which you can ask a question and receive an immediate vocal response to, there are also voice search options in our smartphone, tablet and desktop devices including Siri and Google Assistant. With the latter, you can voice a query and receive visual search results in the same way you would if you typed in Google; saving you the effort of manually inputting the phrase.

Due to this rise in voice search, it’s more important than ever to reconsider how we are optimizing for search engines. Although Google has been strongly nudging us in the direction of more natural written content (written for the reader, not the robots), we are now taking this a step further in that we have to consider how the user would naturally speak and what they would ‘ask’ in their search query. This shift will be a positive one, as this will mean marketers will deliver much more targeted and relevant content, leading to rising click-through rates.

4. SMARTER CHATBOTS

With machine learning on the rise, chatbots have become increasingly popular and will continue to be used more and more in customer service into 2019.

Chatbots are vital to the improvement of the customer experience, and allow marketers to engage with and learn from the consumer with little extra work. They improve the experience for the user as they can get quick and tailored responses to frequently asked questions, and in turn, the marketer can learn more about the common queries and understand what issues real consumers face when using their products or services.

The amount of users opting for online communication over face-to-face or phone interaction is predicted to double in 2019. 

5. BLOCKCHAIN

If you’ve been following financial news and cryptocurrency for the past ten years, then you may have come across the development of blockchain. Even if you haven’t, you can’t escape the mention of the blockchain’s first largest application, Bitcoin.

While the idea of cryptocurrency may still seem a way off for the general consumer, blockchains aren’t just about currency. It’s about recording the millions of transactions made daily online and how the shift in control will change what marketers can leverage to ‘market’ to individuals. 

While blockchain might seem like a futuristic concept, it’s already happening now; just one example is that Homeland Security is working on the development of blockchains to track imports and exports as well as people crossing borders. Although it might still be a while off for consumers, marketers need to understand and prepare now for how this shift will impact how we work. 

CONCLUSION

There’s much emphasis going into 2019 and beyond on personalization. Consumers have come to expect that if they surrender their data, they will, in turn, receive a relevant and unique experience tailored to them. 

There are also a lot of new technologies that will allow us to evolve that personalized experience, even more, gaining more data and insights and churning out ‘consumer-first’ content on a much more regular basis.

Key takeaway: to consumers, technology and personalization is the norm. However, is it for your business? It needs to be in 2019.