What is Digital Marketing?

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be.

MODULES

INTRODUCTION TO DIGITAL MARKETING

History of the internet, How Google works (video), What is Facebook for business?, Digital marketing channels, Organic search, Paid search, Social media, Email, Referral traffic,

Business objectives, traction and performance formula

Introduce the RACE model by Smart Insights, Use a real world example for each RACE module, Reach, Act, Convert, Engage,

Search Intent VS Social Interest

Introduction to organic search, Short vs long tail keywords, Buying funnel (top to bottom), Sign up to Adwords, Campaign creation, Advert creation,

Research

Keyword research, Keyword planner, Introduction content pillars, Google Suggestions, Keyword’s influence on URL structure, Competitor research, Advanced Google search, Scraping data

Traction in Search

Organic search, Google Search Console, Keyword ranking, Paid search, Campaign data, On-site data

Traction in Social

Introduction to social media, Facebook engagement guide, Facebook content packaging, Linkedin content packaging, Facebook boosted posts, Facebook custom ads

Web Analytics

Introduction to Google Analytics, Important metrics, Reporting

Tuition Fee: R1700

Registration: R500

Duration: 10 weeks

Payment Terms: R600 installment for 2 months

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