Coursera offers MOOCs (massive online open courses) created and taught online by universities such as Northwestern University, the University of Pennsylvania, and the University of California system. These courses start at various times throughout the year, so browse the catalog to see when one lines up with your schedule. Below are a couple courses that are perfect for content marketers -- here's what a module for #4 looks like:
With an objective to build sustainable traffic for business growth, the 2018 SEO training course by Matthew Howells-Barby provides an in-depth, actionable, and comprehensive insight into the world of SEO. The course doesn’t just impart knowledge to beginners. It also offers regular exercises, quizzes, and workbooks so that prospective marketers can learn well and perform better.
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Last but not least, for succeeding in the digital marketing sector, you will need to inculcate CRM or customer relationship management skills. As every client is different, you will have to understand individual customer behaviour and provide them with an experience which is satisfying and unique on a personal level. They will have to be emotionally invested in your business if you want to retain them for a long time.
Ever heard of Maslow's hierarchy of needs? It's a theory of psychology that prioritizes the most fundamental human needs (like air, water, and physical safety) over more advanced needs (like esteem and social belonging). The theory is that you can't achieve the needs at the top without ensuring the more fundamental needs are met first. Love doesn't matter if you don't have food.
Marcus Miller is an experienced SEO and PPC consultant based in Birmingham, UK. Marcus focuses on strategy, audits, local SEO, technical SEO, PPC and just generally helping businesses dominate search and social. Marcus is managing director of the UK SEO and digital marketing company Bowler Hat and also runs wArmour aka WordPress Armour which focuses on helping WordPress owners get their security, SEO and site maintenance dialled in without breaking the bank.
Because it's such a popular communication channel, it has wide-ranging integrations with plenty of other tools. You can tack on a seemingly unlimited amount of integrations and Slack applications to make the tool even more powerful -- for instance, many teams will pipe in A/B test results, analytics notifications, new customer or transaction notifications, or even sales or customer support bots. While undeniably powerful, Slack is easy to start using immediately.
Search engines want to connect people with the best possible results — so user engagement and satisfaction is likely an SEO ranking factor. Certainly, on-page signals and links are still super-important, but these won’t help if users do not engage with your site. SEO is now firmly a part of the overall marketing process, and good marketing will only help improve rankings and drive more traffic.
Google analytics results and reports can be a bit confusing such that people end up missing important information. SEMrush, one of the popular digital marketing tools, gives marketers a great opportunity to analyze Google organic and paid search results to allow you to evaluate your site and perform competitor analysis. Check the other SEO tools we like to use.
In the 1990s, the term Digital Marketing was first coined,. With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant part of marketing technology. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad.
Many tools now offer more than one service - you'll find that they each have their own USP but it'll get quite expensive if you have subscriptions to every tool available. We recommend having a good selection of free and premium tools to give you a full 360-degree insight into your target audiences search behaviour and making sure your site is fully search engine optimized.
Local businesses will often want to rank for local-intent keywords such as “[service] + [near me]” or “[service] + [city]” in order to capture potential customers searching for products or services in the specific locale in which they offer them. However, not all businesses operate locally. Many websites do not represent a location-based business, but instead target audiences on a national or even an international level. Be on the lookout for more on the topic of local, national, and international SEO in Chapter 4!
The mobile device is a uniquely personal medium that has transformed the customer journey. The pervasiveness and proximity of mobile makes it a powerful tool for marketers to understand and anticipate customer behavior. As a result, marketers now have the opportunity to respond to their users’ needs, goals, feelings, and expectations with a customized experience — both in and out of their mobile apps.
Indexing: Post-crawling content the Spider stores the indexed page in a giant database from where those can be retrieved upon entering a related search string or keyword. For humans this will not be possible, but for search engine, this is every day’s work. Sometimes, the search engines cannot understand the page content. And for that, you need to correctly optimize the page.
The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company. The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.
Digital marketing poses special challenges for its purveyors. Digital channels are proliferating rapidly, and digital marketers have to keep up with how these channels work, how they're used by receivers and how to use these channels to effectively market things. In addition, it's becoming more difficult to capture receivers' attention, because receivers are increasingly inundated with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.
Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content -- such as a billboard or print ad.
Digital marketing terminology can be one of the greatest barriers to the industry for small business owners and marketing novices. The Emergent Digital team has worked with those in the Nonprofit sector and have found a similar trend. Let’s face it: we use confusing jargon that very few outside our industry can understand. Below, we delve into SEO, SEM, SMM, which are the most popular commonly-used terms in our field today.
TalkWalker Alerts - This is a free alerts tool to help you find versatile opportunities for link building quite easily - for instance if you set up alerts for your brand name or keyword, you’re going to get a list of posts which mention your brand and/or keywords. You’d be surprised at how often people mention you but don’t link to you! After you're done identifying a list of these posts, reach out to the authors and request that they link back to you. You can track mentions on Twitter, blogs, and discussions.
At this point, you probably already know what Facebook is and what it does. What you might not know? It has a training and certification program. Facebook Blueprint offers self-paced and live e-learning courses for marketers seeking to grow their organizations using Facebook. Blueprint offers classes in different languages on how to use Facebook and Instagram -- here's a peek at the course catalog.
Also, they launched a brand new Site Audit tool. They are still polishing it but it already gets some enthusiastic reviews. Unlike other tools, it does not just show you website errors and SEO issues and relevant recommendations. It lets you create your own issues and configurations for the site audit. I think it’s really great in the constantly changing environment of today’s SEO.
We’re going to slightly modify their approach, though. The Bullseye Framework is an excellent tool for finding certain channels to try for your product, but it’s also useful for running experiments within a certain channel. For now, you want to stay focused on your stack, so you can use the Bullseye Framework to run certain experiments within those skills.