Digital Marketing Course Basics to Advance

Eligibility: This Digital Marketing course in Dubai is appropriate for professionals who are seeking to pursue a career in the field of digital marketing. There are no prerequisites for this Digital Marketing course; however, a graduate degree in any domain is preferred. 

Outline:

Digital Foundation and Strategy

• Segmentation, Targeting, and Positioning (STP)

• 3C's - Customer, Content & Channels,

• Goals, Funnel,

• Customer Persona, & User Journey,

• Key Performance Indicators (KPI)

• Customer Acquisition Cost (CAC)  and Customer Lifetime Value (CLV)

• Channels mapping

Unique Selling Proposition

• Content Marketing and Communication

• Finding Seed Keywords: Mind Map for Keyword Research

• Using Wikipedia, Forums for Keyword Research

• Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords

• Grouping, Content planning, Content - Type,

• Google Keyword Planner Tool

• Copywriting Best Practices

• Advertising Best Practices

CX & CRO (Customer Experience & Conversion Rate Optimisation)

• Lead Magnet,

• Nudges, Optimisation tactics, UX, UI

• Conversion Optimization

• Role of Conversion

• Understanding Customer Psyche

• Conversion Optimization

• User Flow and Persuasion

• Landing Page User Flow

• 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

Analytics

• Key analytics concepts

• Goal set up

• Account set up, code, and profiles

• Goal configuration and funnels

• Dashboard

• Audience

• Acquisitions

• Technology

• Advertising

• AdWords campaigns

• Traffic sources

• Scheduling and delivery

• Bounce rate

• Site speed

• Site search

• Events

• Conversions

• Ecommerce

• Reporting

• Real - time reporting

• Intelligence reporting

• Customized reporting

• Rules and guidelines

Search - SEO

• Indexing & Crawling Basics

• Optimizing Crawl Budget, Anatomy of a Search Result (Search Snippet), On - page SEO

• HTML Basics

• Web Page Basics: What is HTML, JavaScript, CSS

• Basic HTML Tags to create a web page

• HTML Tags for SEO: Title, H1, META Tags, IMG, A

• On - page SEO Elements

• Crawling: XML, HTML Sitemaps, Robots.txt

• Content Clusters (Creating SEO - based content)

• Negative on - page to avoid

• Technical SEO

• URL Architecture

• Page Speed Analysis (GTMetrix / YSlow / Google Page Speed Insights)

• 301 Redirects

• Mobile SEO

• Mobile Websites: Responsive, Adaptive, Dynamic

• Schema markup

• What is Schema & Why is it relevant to SEO.

• Schema Types – Micro, JSON - LD

• Common JSON Schema Tags – Organisation, Website, Blog Posting LocalBusiness

• How Schema shows up in SERPs

• Off - page SEO

• Link Building

• What is Link Building

• Link Building Tactics

• Manual Link Building Process

• Link Building Metrics

• Local SEO

• What is Local SEO

• Google My Business

• Local Pages on your website

• Local Listings/Citations

• Google Search console, Tags, Google My Business

Search - Ads

• Google Network

• AdWords Terminologies

• How Does the SEM Auction Work?

• Structure of an AdWords Account

• Campaign Types – Introduction to Search, Display (including Videos)

• Shopping and Mobile - specific campaign types, and when/why to use them

• Creation of Search Network Campaign

• Ad Formats

• Ad Text Policies

• Ad Text Best Practices

• DKI

• Ad Extensions

• Keyword Research

• Tools – Keyword Planner & Estimator

• Keyword Match types

• Keyword Strategies

• Landing Page

• Bidding and Budget

• Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc

Display Videos

• Creation of Google Display Network

• GDN Targeting Options

• Display Ad Formats

• Ad Gallery Tool

• Conversion Tracking

• GDN Campaign Creation – Demo

• Remarketing

• Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing

• Advanced Display: Smart Display Campaigns

• Mobile Ad Campaigns

• Universal App Campaigns

• Mobile - Specific Bidding and Targeting Strategies

• Measuring Mobile Ad Performance and Conversions Report Editor

• Optimization Strategies

• Account Audit Demo

• Shopping Campaigns – Introduction

• What are Google Shopping Ads /Product Listing Ads?

• Where do they appear on Google? What do shoppers on the internet do?

• What do retailers need? – New Advertising technologies

• Google Shopping set retailers up for success

• Features of Google Shopping Why PLA’s? And the path to creating PLA Ads

• Merchant Centre Steps

• Create Shopping Campaign on Google AdWords

• Track Performance and Optimize the Campaigns

• YouTube Marketing – Introduction & Ad Formats

• YouTube Campaign Creation

• YouTube Analytics

• Video Campaign Optimization Tips

Owned and Earned

• Key social media concepts

• Social media goals

• Setting goals and priorities

• Implementing social

• New social challenges

• Listening first

• The quality scale

• Landing pages

• Facebook promotions, offers, and events

• Promote an event

• Event follow up

• Facebook places, advertising, and sponsored stories

• Goals and targeting

• Scheduling and delivery

• Apps and plugins

• Facebook groups and page insights

• LinkedIn groups, job search, and advertising

• Promoted tweets

• Promoted Twitter accounts

• KPI measures

• Analytics

• Third - party apps

• Reporting

• Social - Paid

Tracking Pixels

• The importance of tracking pixels

• Facebook Pixel Implementation

• Twitter Pixel Implementation

• LinkedIn Pixel Implementation

• Pixel Debugging & Best Practices

Marketing Funnels 

• Starting with the objective in mind

• Understanding how different social media channels can fit as part of the overall marketing mix

Account Structure & Ad Types

• Best practice recommendations and guidance on structuring social media campaigns

• Ad objective exploration / examples / best practices

• Insights into ad formats across Facebook, Twitter, and LinkedIn

• What works what doesn’t

• The importance of matching these to the objective in mind

• How to expand your audiences and grow your campaigns

• 6 top audiences all attendees should build

• Review of existing account structure for attendees and recommendations on how to improve

Audience Research & Development

• Insight into best practices for audience development

• Sources to gather audience insights

• Sequential advertising – what it is and how you can set it up

• Different available audiences and best practices for use on Facebook

• Different available audiences and best practices for use on Twitter

• Different available audiences and best practices for use on LinkedIn

• Hands - on audience development session, working on your business or client campaigns specifically

Campaign Setup + Optimisation

• Best practice recommendations on account naming structure taxonomy

• Split - testing using dynamic creative

• Reaching broader international audiences using dynamic language optimization

• Budget optimization best practices

• Budget allocation for social campaigns

• Mobile and Marketplace

• Developing your mobile marketing strategy

• Study the competitive Landscape

• Getting started App store optimization

• App store category and keywords

• Icons, Screenshots, and Video

• Organic Reviews and feedback

• Google Play vs IOS

• Mobile Web vs App

• User Acquisition

• Vertical Marketplace Listing & Optimization

• Marketing Automation (Email and Push Notification)

• Key email marketing concepts

• Campaign process

• Online data capture

• Offline data capture

• Segmentation

• Email design

• User behavior

• User characteristics

• Email copy

• Email structure

• Email delivery

• Email systems

• Filtering

• Scheduling

• Measurement

• Key terms and metrics

• Split testing

• Rules and guidelines

• Conversational Channel (Whatsapp and Messenger)

• Personal and Conversational.

• Reasons: Surpassed Social Media Usage, Fewer downloads.

• Channels: Whatsapp, Messenger, Google My Business Message, Instagram Direct, Website Chatbot, Apple Chat

• Use Cases

• Conversational Engagement Promotional Tactics

• Capstone Project

• In this module, students are given a project as a final task in their course

Key Takeaways:

Upon completion of our CPD Digital Marketing course, the candidate will be able to:

• Understand the functions of Digital Marketing, such as Inbound Marketing, Paid Marketing, Social Media Marketing, and Web Analytics

• Plan, manage and execute integrated multi - channel campaigns

• Develop and implement Digital Marketing strategies for the organization

• Become familiar with how the various Digital Marketing disciplines work together and how to optimize the use of each

• Assess and analyze the challenges involved in adapting to globalized and constantly changing markets

Why Falcons Union Institute:

Being one of the top providers of the Digital Marketing course in Dubai, we have significant experience in delivering essential skills and knowledge. 

We offer the following benefits in our Digital Marketing courses:

• Our Digital Marketing training in Dubai is designed based on real - world scenarios, formulating and evaluating practical requirements

• Our Digital Marketing courses strive to provide a reality check and insight into the requirements of a challenging role and how to fulfill it

• We also provide live interactive sessions and hands - on experience through assignments associated with the actual work environment

• To enhance the learning experience of our students we provide organized group sessions and integrated training modules

• Our discrete approach to career guidance enables our students to get successfully placed in renowned organizations