Digital Marketing Framework - 2018 Edition

Align business objectives before setting goals to avoid misalignment and a tactic-first approach that confuses messaging and complicates measurement. KPIs measure progress against objectives to guide digital marketing strategy.

Apply the race model to set online growth goals across reach, engage, and convert, optimizing content, design, and value proposition to boost traffic, leads, and digital word-of-mouth.

Explore metrics types, from reach to conversion rate, to guide internal reporting and executive decisions. Avoid vanity metrics like followers; focus on channel performance, return visits, and meaningful data signals.

This lecture argues digital marketing needs alignment of data, metrics, and content strategy within a clear framework; promotion alone won’t drive business goals without KPI-driven decisions.

Plan growth by applying competitor analysis, content research, and keyword research to shape strategy and tactics. Align search intent with social interests to create content architecture across channels.

Master keyword research with tools like Google Keyword Planner, Search Console, Trends, Analytics, and Screaming Frog. Create content pillars to guide research and enhance search engine marketing and social engagement.

Discover how to build content pillars from a business's products or services, turn them into main and supporting pages, and drive growth with targeted keyword research.

Identify what makes content successful by comparing social shares and competitive pieces, using sumo and the keyword planner to tailor content for your audience.

Learn advanced google search queries to conduct competitor research by using the site: operator to exclude domains, and enclose brand names in quotes for exact matches, then review top results.

Learn how to turn keyword research into a well-structured website foundation with landing pages, a clear sitemap, and a content strategy, then brief developers to implement and optimize for growth.

Identify two focus areas for sound web architecture: product or service pages and the blog or news top section, and learn how solid structure boosts traffic and business growth.

Define duplicate content as identical copy across multiple pages with different designs, explain its harm to authority, and show why Google's Panda penalization and the 80:20 rule discourage over-optimization.

A penny drop moment shows how simplifying the blog URL and tracking blog post performance in Google Analytics boosted organic traffic and ranking for online marketing.

Explore page authority and domain authority as predictors of Google rankings through link counts. Compare these metrics with Page Rank concepts and learn how on-site and off-site optimization influences rankings.

Discover how URL structure supports two traffic drivers—the product pages and a fresh content resource—through keyword frameworks and semantic search to build trust and sales.

Understand how external links transfer page authority and how internal links boost site-wide authority. Learn to pursue high-quality links, natural anchors, nofollow considerations, and avoid over-optimization that harms rankings.

Explore how content optimization builds trust, captures emails via gated content, and guides users through the top, middle, and bottom of the conversion funnel.

See how on-page optimization, including title tag, meta description, headings, keywords, image optimization, and internal links, improves Google rankings and click-through rates.

Learn how five on-page elements: the title tag, article title, meta description, the real string, and the featured image drive click-through and shareability, with framework-driven optimization and balanced intrigue.

WordPress drives growth beyond blogging, enabling landing pages and templates with Yoast SEO, plus lead capture via HubSpot and Sumo heat maps, redirection, and broken-link checks.

Learn how to implement landing page optimization by aligning value proposition, messaging, copy, and design, with above-the-fold forms, clear calls to action, and social proof.

Promote content using a data-driven, user-centered mindset that turns useful content into lasting assets, tests ideas with small ships, and tracks metrics across top, middle, and bottom of the funnel.

Unpack misconceptions of Facebook marketing for small businesses and explain why organic reach is under 3 percent. Emphasize the need for a paid, data-driven strategy to generate leads.

Promote content by aligning with business objectives across the reach, act, convert, and engage stages of the race model, using ads to reach audiences and track conversions.

Identify macro and micro traction points across channels—organic, email, and social media—to align with business objectives, track Fabian's metrics, and optimize content promotion for low-cost leads and sales.

Focus on content promotion as a tactical process built on research, planning, and content architecture; leverage Facebook engagement and open graph data to boost page authority, traffic, and search ranking.

Learn fundamental principles of paid search, align bottom-funnel intent with optimized landing pages for immediate ROI, and develop content, keywords, credibility cues, and marketing automation to nurture leads.

Align paid search with business objectives by selecting Google Adwords components—display network, Gmail ads, and remarketing—paired with a targeted landing page and clear call to action.

Compare bulk monthly email campaigns with targeted marketing automation to boost open rates and conversions, using content assets and personalized links to drive engagement and sales.

Explore marketing automation fundamentals across multi-channel campaigns, segmentation, and personalized content to nurture leads and align marketing and sales. Improve lead nurturing and cross-channel tracking.

Explore user journeys driven by search intent and social interests, and how marketing automation platforms such as Mailchimp, HubSpot, and Intercom personalize emails, remarketing, and segmentation to convert leads.

Explore how marketing automation shapes reach, act, engage, and convert within the race model, using remarketing, personalized emails, and multi-platform interactions to drive conversions.

Design automated workflows that trigger emails based on behavior and contact data, use lead scoring to warm leads, and segment messages for purchases or info pack downloads.

Remarketing to cold leads uses Facebook ads and a pixel-based audience strategy to guide visitors through the conversion funnel, delivering targeted offers and boosted posts to warm prospects.

Learn to build value-driven content and automated promotions that educate prospects, showcase your expertise, and nurture trust across emails, social, and site touchpoints.

Capture leads quickly on landing pages by optimizing copy, design, and calls to action, and guide them through personalized marketing automation journeys.