Digital Marketing Overview

• Overview of Digital Marketing
• Different online marketing channels
• How is it different from Traditional Marketing?
• Understand the journey of online customer
• Key Terminologies in Online Marketing
• Overview to Content Management System
• Overview of case studies and business model
• Introduction to SEO, How Do Search engines work?
• Search Engine Algorithms & google algorithm Updates
• Google Search Console
• Competition Analysis
• On-page, and Off-Page Optimization strategies
• Content development strategy

Module 1: SEM/SMO expert/Google AdWords/Google AdSense

Search Engine Marketing – SEM

• What is SEM? Why SEM?
• What is Google AdWords? Why Google AdWords?
• 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

• What are Ads?
• 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

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 Shoppers on the internet do?
• What retailers need? – New Advertising technologies
• Google Shopping set retailers up for success
• Features of Google Shopping Why PLA’s?
• Path to creating PLA Ads
• Merchant Centre Steps
• Create Shopping Campaign on Google AdWords
• Track Performance and Optimize the Campaigns

Introduction to SEO

• What is Search Engine Optimization?
• Indexing & Crawling Basics
• Optimizing Crawl Budget

Organic Search vs. Paid Search Results

• Anatomy of a Search Result (Search Snippet)
• What is On-page SEO (Content, Architecture, HTML)?
• What is Off-page SEO/Link Building (Social, Content-based, PR)?

Keyword Research

• Finding Seed Keywords: Mind Map for Keyword Research
• Using Wikipedia, Forums for Keyword Research
• Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map
• Keywords
• Google Keyword Planner Tool

On-page SEO

• 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
• Optimising for Voice Search
• Schema markup
• What is Schema & Why is it relevant to SEO.
• Schema Types – Micro, JSON-LD
• Common JSON Schema Tags – Organisation, Website, Blog Posting
• How Schema shows up in SERPs?

Off-page SEO

Social SEO

• Quora
• YouTube Video SEO
• SlideShare, Scribd and other Social Channels for SEO

Local SEO

• What is Local SEO, Pigeon Update
• Google My Business, Bing Places
• Local Pages on your website
• Local Listings/Citations
• Backlink audit of one website
• How to audit backlinks of competitors and gain insights?

SEO Audit, Tools, Measurement

• SEO Audits
• Different Types of SEO Audits
• Complete SEO Audit with Checklist – Screaming Frog SEO Spider, SEMRush
• Backlink Audit, Page
• Speed Audit with GTMetrix / Google Page Speed Insights, Mobile Site Audit
• Google Search Console

Algorithm Updates

• History of Google Algorithms
• Panda, Penguin, Pigeon, Caffeine updates
• RankBrain and the Future of SEO

Measurement with Google Analytics

• Basics of Google Analytics
• SEO Metrics to Measure – On-page, Off-page, Technical
• SEO Reporting

Google AdSense

• What Is Google AdSense?
• Difference between Google AdWords vs Google Analytics
• How much minimum traffic i need for Google AdSense approval?
• Which sizes for AdSense is very effective?
• How to create google AdSense account
• Different types of Ad unit
• Plugin for AdSense integration
• AdSense Reports Study
• Difference between Google AdSense vs Affiliate Marketing?
• What is CPC?
• Easy steps for Google AdSense

Module 2: Social Media Manager

Social Media Marketing

• Brief to social media marketing
• Key steps for social media success.
• Social Media Statistics & Strategy
• Importance of using essential social media tools
• Social media marketing integration

Creating Content for Facebook & Social Media

• Why Content is the foundation of SMM?
• Psychology of Social Sharing
• Building Content That is Inherently Shareable

Facebook marketing

• Facebook Page Best Practices
• KPIs to measure success
• Facebook Insights
• Facebook Business Manager

Facebook advertising

• How does Facebook Advertising Work?
• Facebook Ad Campaign Objectives
• Facebook Ad Targeting

YouTube marketing

• YouTube Marketing Overview
• YouTube Marketing Strategy
• How to Find Video Ideas with Competitor Analysis
• How to Find YouTube Video Ideas with Keyword Research
• YouTube Account Setup
• YouTube Account Optimisation
• YouTube Banner
• YouTube Channel Tags
• YouTube SEO
• Enable Custom Thumbnails
• YouTube Thumbnails
• YouTube Cards
• YouTube Comments
• Manage Multiple YouTube Accounts
• YouTube Monetisation
• YouTube Ads
• YouTube Analytics

Twitter marketing

• Twitter Marketing for Brand Awareness
• Twitter Ads
• Twitter Analytics
• Twitter Tools

LinkedIn marketing

• LinkedIn for Personal Branding
• Brand Marketing on LinkedIn
• LinkedIn Company Pages
• LinkedIn Advanced Search
• LinkedIn Premium
• LinkedIn Ads

Instagram Marketing

• Optimizing your Instagram business profile
• Crafting an Instagram content strategy
• Best Practices
• Influencer Marketing on Instagram
• Analytics & Measurement
• Instagram Ads

Snapchat Marketing

• Snapchat for business
• Building a following
• Driving Engagement
• Analytics & Measurement

Document Sharing Site

Overview of Online Reputation Management (ORM).

Social media measurement and reporting.

Online Reputation Management (ORM)

• What is ORM?
• Why ORM is important for your business?
• Factors of Online Reputation Management
• Negative effects of bad online reputation
• How to get customer reviews?
• Monitor Online Conversations
• Don'ts of Online Reputation Management
• Do's of Online Reputation Management
• How to Improve Your Reputation
• Tools of Online Reputation Management
• Introduction to Google Alerts
• Different Types of Google Alerts

Google AdWords

• What is Google AdWords? Why Google AdWords?
• Google Network
• AdWords Terminologies

Google AdSense

What Is Google AdSense?

Difference between Google AdWords vs Google Analytics

How much minimum traffic i need for Google AdSense approval?

Which sizes for AdSense is very effective?

How to create google AdSense account

Different types of Ad unit

Plugin for AdSense integration

AdSense Reports Study

Difference between Google AdSense vs Affiliate Marketing?

What is CPC?

Easy steps for Google AdSense

Media buying & selling

• Setting up the objectives
• Understand the key tasks to draft an “awesome” digital media plan
• Segmentation & targeting of the audience
• Best practice to execute the campaigns post the media plan
• Understanding multiple formats & appropriate for our targeted digital platforms

Video Marketing

• What is Video Marketing?
• Difference between Video Marketing Vs Video Optimization?
• How to promote videos through Google AdWords?
• How to Create in-stream Ads?
• How to increase Video views?
• What is CPV and CPM?
• Video Marketing basic concepts
• True View Ads vs Stream Ads
• How to create Sequence Ads?
• How to create Bumper Ads?

Video Optimization

• Video Optimization Basics
• How to increase your views on YouTube?
• How to monetize your YouTube video?
• How to rank videos in 24hr in YouTube?
• YouTube Ranking Techniques
• Annotations
• Using YouTube Cards

Module 3: Email Marketers

Setting-up an Email Marketing Machine

ISPs, Hosting Facility and MTA

IP/DNS and Shared vs. Dedicated IPs

MX Record, Whitelisting, Response Handlers and 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 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 Toolkit
• 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

Email Automation

• Introduction to Automation
• What is Automation?
• How does it Work?
• What are the Benefits?
• Choosing an Automation Platform
• Features & Functions Available
• What are Workflows? How to Create a Workflow?
• Cost
• Most Widely Used Platforms

Module 4: Lead Generation Expert

Inbound Marketing

• What is Inbound Marketing?
• Inbound Marketing Process
• Content Marketing Concepts
• Strategies for Inbound Marketing
• Tools for Inbound Marketing
• Using a CRM
• Delight your Customers

Landing Page Design Concepts

• 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?

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

Website planning/Creation/Optimization

• Webpage and website
• Basics of HTML
• Other languages for website creation
• Common tag
• PHP Based Platform
• What is a webpage?
• Types of Website
• Difference between Blog and Service Webpage
• WordPress
• Difference between themes and plugins
• Posts vs pages
• Category vs tags
• General Customization
• What is WordPress?
• How to change theme in WordPress?
• How to use plugin?
• How to install WordPress?
• How to upload Demo content?
• How to install premium plugins?
• Difference between Free themes and premium themes
• Create Posts and Pages

Content Marketing

• How many types of Content Marketing?
• What is a writer?
• Difference between Informative and Potential Content?
• Content Marketing Do's and Don’ts
• Content Planning
• Final words on your Strategy
• How to generate leads through potential content?
• How to target potential customers through right content?
• Find right keywords for content marketing
• Effective content marketing strategy
• Let’s talk about strategy for content marketing
• Analyzing the keyword for content

Lifecycle Emails

• What are Lifecycle Emails?
• Where do Lifecycle Emails fit in?
• Tools used for Lifecycle Emails
• Lifecycle Emails – Case Studies
• Lead Nurturing with Drip Email Marketing: Implementation

Affiliate Marketing

• Understanding Affiliate Marketing
• Google Analytics
• Google AdWords
• Google AdSense
• Google Webmaster
• Banners, Promos, Discounts
• Different type of campaigns
• Email campaign
• Campaign measurement and Tracking

Module 5: E-Commerce SEO & E-Commerce Marketing

Website planning/Creation/Optimization

• Webpage and website
• HTML basics
• Other languages for website creation
• Common tag
• PHP Based Platform
• What is a webpage?
• Types of Website
• Difference between Blog and Service Webpage
• WordPress
• Difference between themes and plugins
• Posts vs pages
• Category vs tags
• General Customization
• What is WordPress?
• How to change theme in WordPress?
• How to use plugin?
• How to install WordPress?
• How to upload Demo content?
• How to install premium plugins?
• Difference between Free themes and premium themes
• Create Posts and Pages

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

E-Commerce SEO

• What is E-commerce SEO?
• Understanding of Best product keywords
• How to index product in search engine?
• Rank on Potential Keywords
• Increase Quality Backlinks

What is Ecommerce Marketing?

• Difference between Normal SEO and Ecommerce website SEO?
• What is the role of reviews in ecommerce marketing?
• Product presentation and "ROI" parameter
• How to think as a customer
• Boosting sales
• How to increase ecommerce sales through Facebook?
• Ecommerce basic concepts?
• How to promote large products in single click?
• Effective strategy plan for Ecommerce website
• Cart development techniques

Content Marketing

• How many types of Content Marketing?
• What is a writer?
• Difference between Informative and Potential Content?
• Content Marketing Do's and Don’ts
• Content Planning
• Final words on your Strategy
• How to generate leads through potential content?
• How to target potential customers through right content?
• Find right keywords for content marketing
• Effective content marketing strategy
• Let’s talk about strategy for content marketing
• Analyzing the keyword for content

Module 6: Mobile Marketing/App Marketing/APP Store Optimization

Mobile Marketing

• Understanding Mobile Devices
• Impact of Mobile Marketing in Social Media
• Mobile Marketing Analytics
• Mobile Apps Engagement
• Growth in the Mobile Industry
• Promoting Site in Mobile Apps
• Benefits of Mobile Marketing
• Targeting Options in Mobile Apps
• Mobile Marketing Goals
• Mobile Ad Formats
• Reporting in Mobile Ads
• Google AdWords

App Marketing/App Store Optimization

• What is App Marketing?
• App Store Optimization
• How to decide Target Cost Per Install?
• How to increase install in Play Store?
• How to generate downloads through Facebook?
• How to make business from mobile marketing
• Effective mobile marketing strategy
• Create iOS and Android App Ads
• How to lower Target CPI?
• How to target potential customers through search engine marketing?

Content Marketing/Blog Management

• What is Content Marketing?
• How many types of Content Marketing?
• What is a writer?
• Difference between Informative and Potential Content?
• Content Marketing Do's and Don’ts
• Content Planning
• Final words on your Strategy
• How to generate leads through potential content?
• How to target potential customers through right content?
• Find right keywords for content marketing
• Effective content marketing strategy
• Let’s talk about strategy for content marketing
• Analyzing the keyword for content

Module 5: Web Analytics & Report

Introduction

• What’s analysis?
• Is analysis worth the effort?
• Small businesses
• Medium and Large-scale businesses
• Analysis vs Intuition
• Introduction to Web Analytics

Google Analytics

Getting Started with Google Analytics

How Google Analytics works?

• Accounts, profiles and user’s navigation
• Google Analytics
• Basic Metrics
• The main sections of Google Analytics reports
• Traffic Sources
• Direct, referring, and search traffic
• Campaigns
• AdWords, AdSense

Content Performance Analysis

• Pages and Landing Pages
• Event Tracking and AdSense
• Site Search

Visitors Analysis

• Unique visitors
• Geographic and language information
• Technical reports
• Benchmarking

Social Media Analytics

• Facebook Insights
• Twitter Analytics
• YouTube Analytics
• Social Ad Analytics /ROI measurement

Digital Analytics

• Web Masters
• AdWords Reports, Custom Reports, Custom Dimensions
• Dashboard and Segmentation
• Multi-Channel Funnels Reports
• Attribution modeling and reports

Module 6: Online Reputation Management (ORM)

What is ORM?

• Why ORM is important for your business?
• Factors of Online Reputation Management
• Negative effects of bad online reputation
• Step-by-step guide to overcome bad reputation
• Understanding ORM scenarios
• How to deal with criticism online?
• Some proven ways for build positive brand reputation
• How to get customer reviews?
• Monitor Online Conversations
• Don'ts of Online Reputation Management
• Do's of Online Reputation Management
• How to Improve Your Reputation?
• Tools of Online Reputation Management
• Introduction to Google Alerts
• Different Types of Google Alerts
• Best examples of online reputation management
• ORM Case Studie