Foundations of Digital Marketing for Business Growth

Here's Donna explaining why Content Marketing is so important to the success of your digital marketing campaign.

The lesson in Content Marketing lays the foundation for understanding what is viewed as content in digital marketing.

In this lesson, we show you how the Marketing Funnel and Customer Journey match so that you are ready to learn about the content types for both the funnel and the journey.

This lesson discusses the types of content you use at the Top of the Marketing Funnel (ToFu) stage, and the goals and metrics you must aim for to launch a successful marketing campaign at this stage.

This lesson discusses the goals and metrics in the middle of the funnel, and we go through in detail the content types that are effective for achieving goals at this stage. We discuss lead magnets and how they are used to build email lists in the middle of the funnel.

This lesson discusses the goals and metrics at the bottom of the funnel, and we go through in detail the content types that are effective for achieving goals at this stage.

This lesson focuses on the type of content the meal kit company must create to move Sally, their Customer Avatar and their target audience through the Subscription, Conversion and Excitement Stages of the Customer Journey. We cover the selection process the meal kit company must use to decide which traffic channels will give them the best reach to Sally and their target audience in the middle of the funnel.

This lesson focuses on content that persuades Sally, the Customer Avatar to make a purchase. We also cover the overall customer experience which is essential to increasing buyer recency and frequency as well as building customer loyalty. A happy customer is much more likely to give your business a good review and tell friends and associates about how great your product is.

This lesson covers lead magnets, a special content type designed to attract subscription to a business so that the business can communicate directly and personally with the lead and move the lead forward towards a purchase.

Don't forget to download the slides for this lesson.

This lesson covers the fundamentals of writing copy to juice up your marketing content so that you motivate the prospect or lead to take the next step along the Customer Journey.

Don't forget to download the slides for this lesson.

This lesson shows you why the website is the center of your digital marketing activities. The content and design of your website play a critical role in the success of your digital marketing campaigns along the Customer Journey.

Don't forget to download the slides to this lesson.

This lesson provides a detailed overview for what you must include in your website to make it an automatic selling machine for you.

Don't forget to download the slides for this lesson.

This lesson introduces you to the major factors to master in search engine rankings. We show you the role of strategic keywords in ranking

This lesson goes through the methodology of selecting and using strategic keywords for your content so that your content ranks on the Search Engine Results Page (SERPs). We show you multiple examples of how selection and usage of keywords is implemented successfully in SEO practices.

You can download the slides for SEO for Your Business, which include the slides for this lesson below.

Smart choices in selecting the right traffic channels to get your message out to customers will make a big difference whether you achieve your growth targets or you struggle to grow revenues and add customers.

Search Engine Optimization is the workhorse of digital marketing. In this lesson, we provide you with a functioning framework for what is search engine optimization or SEO for short. This lesson lays the foundation for this chapter on SEO.

Download the slides for What is Search Engine Optimization below.

This lesson introduces the fundamental concepts of discoverability and availability in SEO as well the idea of the branded search and the unbranded search.

You can download the slides to this lesson from SEO for Your Business below.

This lesson introduces you to the major factors to master in search engine rankings. We show you the role of strategic keywords in ranking.

This lesson goes through the methodology of selecting and using strategic keywords for your content so that your content ranks on the Search Engine Results Page (SERPs). We show you multiple examples of how selection and usage of keywords is implemented successfully in SEO practices.

You can download the slides for SEO for Your Business, which include the slides for this lesson below.

Technical Factors can make a big difference in your website's SEO performance. This lesson explains what these factors are and why they are important.

In this lesson, we show you the 2 main types of backlinks that will increase SEO performance for your website.

The slides for this lesson are included in the SEO for Your Business slides

How do you know your SEO strategy is working? In this lesson, we walk you through the metrics that willgive you insight into the SEO performance of your website.

These statistics reinforce that SEO is the most important traffic channel in digital marketing.

They are included in the slides for SEO for Your Business

We define what social media marketing is so that you are clear what is required when your business pursues a social media marketing campaign.

The 202 downloadable slides below cover this entire chapter on Social Media Marketing. You may wish to download the slides by individual lessons, we have provided for you to do so as well. You may download after each lesson as well.

A brief introduction to the 4 components of social media marketing, Social Listening, Social Influencing, Social Networking and Social Selling.

This lesson focuses on Social Listening, the 1st of the 4 components of social media marketing. The other 3 components are Social Influencing, Social Networking and Social Selling.

This lesson focuses on Social Influencing, the 2nd of 4 major components in social media marketing. The other 3 components are Social Listening, Social Networking and Social Selling.

This lesson focuses on the 3rd component of social media marketing, that of social networking.

This is the last component in social media marketing, social selling.

This is a short lesson about certain common practices in social media marketing that are bad, and you should never use.

This lesson focuses on the criteria and best practices to use when selecting the right social media channels to use for your business.

This lesson focuses on the key factors that contribute to the success of a social media marketing campaign.

This lesson walks you through why social media marketing's benefits make it worthwhile for businesses to use social media to reach their target audience.

This lesson introduces influencers and influencer marketing, both of which are now a core part of social media marketing.

In this lesson, we walk you through the factors that you should take into account when selecting an influencer to collaborate with in your influencer marketing campaign.

This lesson talks about the important practices that every business and marketer should implement when executing their influencer marketing campaign.

This lesson introduces paid advertising as a major traffic source in digital marketing, including social media channels and Google. We discuss the stages of the Customer Journey where paid advertising is effectively used, we elaborate on the main channels for paid advertising and we discuss the key metrics you should track in your paid advertising campaign.

This lesson is an introduction how advertising on Google works.

Get an introduction to the basics of Google Search Ads, a popular way for businesses to generate awareness of their business with prospects who demonstrate intent through the use of keywords in their search query.

An introductory lesson to Google Display Ads, an effective way to re-target website visitors and reach a target audience that has demonstrated interest in your product through their online behavior.

A brief introduction to the important role that social media platforms play as a traffic source in digital marketing.

In this lesson, we discuss the essentials of Facebook as a social media traffic source. Facebook can be used at any stage along the Customer Journey to reach your target audience and motivate them to take the next step along the Customer Journey towards a purchase.

We discuss 5 examples of Facebook Business Pages.

This lesson goes over the basics of a paid advertising campaign on Facebook. We talk about the key factors that drive a successful ad campaign on Facebook and we explain the Facebook algorithm that will determine your cost per click.

We go through 6 real examples of Facebook ads and their landing pages to show you what businesses do to promote themselves on Facebook using paid advertising.

This lesson focuses on YouTube as a social media platform and traffic source for businesses. We include important statistics about YouTube that will inform any decision on whether it is the right channel for your business, and we include the best practices for using YouTube successfully as a traffic source for your business.

This lesson takes you through numerous examples of YouTube channels used by a broad spectrum of businesses to reach their target audience with relevant and valuable content.

This lesson covers the basics of YouTube Paid Advertising including the types of ads available for businesses to use, the best practices for an effective YouTube paid ad campaign and how to set up a YouTube campaign ad.

This lesson on LinkedIn addresses the characteristics of this social media channel as a traffic source for attracting a target audience and moving them along the stages of the Customer Journey with relevant and valuable content.

We share examples of LinkedIn business pages in this lesson, and look at what has been done right in each of these examples.

This lesson covers the basics of LinkedIn Paid Advertising, including the types of LinkedIn ads available to businesses, best practices for successful LinkedIn paid ads campaign and creating LinkedIn ads.

We share several examples of LinkedIn paid ads to illustrate what works.

In this lesson, we focus on important statistics you need to know about Instagram, and best practices for launching a successful Instagram social media campaign.

This lesson shows you examples of how businesses use their Instagram pages to build relationships with prospects, leads and customers along the Customer Journey.

This lesson introduces you to the basics of Instagram Paid Advertising, and includes a survey of the different types of ads available from Instagram accompanied by real examples of ads used by businesses on Instagram. We go through the most important factors you must know about Instagram advertising including the factors that most affect your advertising costs on Instagram. We show you  how to set up an Instagram ad.

This lesson focuses on Twitter as a traffic channel in digital marketing. Includes important Twitter statistics relevant for business decision making, and best practices for launching successful Twitter social media campaigns.

We show you examples of how businesses use their Twitter accounts to connect with prospects, leads and customers along the Customer Journey.

This lesson introduces Twitter Paid Advertising, and it goes through the different ad types offered by Twitter together with real examples of ads used by businesses on Twitter.

This lesson covers the best practices for Twitter paid ads to drive a successful ad campaigns on Twitter, the basic methodology for creating an ad in Twitter, and Twitter analytics, metrics and pricing methodology.

This lesson focuses on Pinterest as a traffic source in social media marketing. We explore the important statistics on Pinterest that will inform your decision when considering Pinterest as a social media platform for your business. This lesson covers the best practices when using Pinterest to drive a successful social media marketing campaign.

This lesson introduces you to Pinterest, and focuses on the important statistics of Pinterest that will inform your decision whether Pinterest is the right social media channel for your business. This lesson also walks you through the best practices for Pinterest that will give you a successful Pinterest social media marketing campaign.

This lesson introduces you to the basics of Pinterest Paid Advertising, and includes sections on the different types of Pinterest ads together with real examples used by businesses, the best practices to drive a successful Pinterest ad campaign, and what to do to set up a Pinterest ad.

This lesson focuses on Snapchat as a main traffic source and social media channel for businesses to reach their target audience and move them along the Customer Journey. This lesson includes important statistics that can inform your decision if Snapchat is the right social media channel for your business. The best practices section shows what to do to make your Snapchat marketing campaign a success.

We go through diverse examples of how businesses use Snapchat to market their businesses to their target audience.

This lesson covers the basics of Snapchat Paid Advertising, including the types of ads available from Snapchat, best practices for a successful Snapchat paid advertising campaign and and creating a Snapchat ad.

This lesson introduces TikTok as a major traffic source in digital marketing. We cover the most important TikTok statistics that will inform your decision whether TikTok is the right social media channel for your business in reaching your target audience along the Customer Journey. We share the best practices in TikTok social media marketing to drive successful TikTok social media marketing campaigns.

This lesson summarizes examples of businesses that have used TikTok successfully to reach their target audience and increase awareness and engagement with them.

This lesson introduces you to TikTok Paid Advertising, and it includes the different types of ads available on TikTok, real examples of ads used by businesses to reach their target audience on TikTok, best practices to drive a successful TikTok ad campaign and the basics of setting up an ad on TikTok.

This lesson gives you a brief introduction to email marketing, and its role as a traffic source that sends visitors to your website as well as move your target audience along the Customer Journey to a purchase.

This lesson gives you an overview of what email marketing is and how it works to help you grow your revenues.

This lesson covers the 3 main types of emails used by businesses in email marketing: the transactional email, the relational email and the promotional email.

This lesson walks you through the 5 important email marketing campaign categories that businesses use to nurture their leads and convert them to customers. We share real examples of email campaigns used by businesses.

In this lesson, we cover the multiple methods to legitimately build a permission-based email list of qualified leads. We share real examples used by businesses to successfully build their email lists.

This lesson is an introduction to lead magnets, a special content type designed to help businesses build their email lists rapidly.

This lesson covers the use of lead capture forms and "squeeze" pages to build email lists. Real examples of how businesses use lead capture forms and "squeeze" pages to build their email lists are included in the lesson.

We cover the best practices at the building, nurturing and maintenance stages of email marketing. We go through the most important metrics you should b tracking to evaluate the performance of your email marketing campaigns.

A brief introduction to the use KPIs and ROI in measuring the performance of digital marketing strategies along the Customer Journey.

In this lesson, we cover the fundamentals of setting SMART goals to drive a business' digital marketing strategy. We introduce the use of key performance indicators (KPIs) to track progress towards achievement of SMART goals and overall digital marketing strategy.

This lesson covers the Customer Journey pathways and relevant KPIs that measure performance and effectiveness of marketing campaigns to move the prospect or lead along the Customer Journey.

This lesson covers the KPIs that inform a business on the performance and effectiveness of their overall digital marketing strategy. The are 5 strategy KPI groups - costs, value, campaign performance, search and annual comparisons.

This lesson provides you with the basic framework for developing a digital marketing strategy and plan of execution.