Digital Marketing Framework - 2017 Edition
4.8 (2 ratings)
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Digital Marketing Framework - 2017 Edition

Learn how to build an efficient process to your digital marketing and get traction off any budget. By Webgrowth Academy
4.8 (2 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
10 students enrolled
Created by Neil Pursey
Last updated 6/2017
Current price: $10 Original price: $50 Discount: 80% off
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  • 3 hours on-demand video
  • 1 Article
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Develop a digital marketing framework
  • Define and execute on client objectives
  • Understand the influence that content has on digital marketing
  • Package content that performs on Facebook and Google (SEO)
  • Execute a content and SEO strategy
  • Report on KPI's that influence business growth
  • Understand how to integrate an Adwords, SEO, Social and Content strategy
View Curriculum
  • You should understand the basics of SEO, Social Media, Paid Advertising but don't have to be an expert
  • A willingness to learn new habits in digital marketing

Learn how to punch above your weight. Webgrowth's digital marketing course is based on successful performance and growth marketing techniques. Neil Pursey takes you through the digital marketing process that Webgrowth uses in house and for their clients. 

Neil strips away the complexities of digital marketing and keeps you focused on what matters and delivers a framework that can be implemented from small businesses to the largest corporates.

The RACE model

We use Smart Insights' RACE model and apply it to a performance formula to deliver exceptional results. 

The Traction model

We focus on the digital components of the Traction model developed by Gabriel Weinberg and show how you practically identify opportunities within the following channels; Adwords, SEO, Social Media and Email. 

Perfomance formula

Applying the formula "clickability X shareability X distribution" was a game changer for Webgrowth. We teach you how to apply these effectively within your campaign and how to build these KPI's into a reporting framework.

Search intent vs social interest

Content runs the web but how you package and promote this content determines if you get noticed or not. Throughout the course we touch on elements that influence search intent and social interest. Knowing your business objectives will ensure you have the right framework and methodologies to address each channel.

Who is the target audience?
  • Seasoned digital marketers looking for a strategic process
  • Students wanting to get into digital marketing
  • Career changers wanting to get into digital marketing
  • Small business owners with an aptitude for digital
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Curriculum For This Course
40 Lectures
Getting started
3 Lectures 14:55


Our penny drop moments
Business objectives
4 Lectures 15:54
Business objectives 1a

Business objectives 1b

Types of metrics

5 Lectures 20:10
Introduction to research

Keyword research

Content pillars methodology

Content research

Advanced Google search techniques
Website architecture
7 Lectures 31:36
Introduction to website architecture

Two focus areas

Duplicate content

Our penny drop moment #2

Page and domain authority

Introduction to URL structure

Internal and external links
Content optimisation
5 Lectures 28:39

Optimising for search

Anatomy of a good blog post

Wordpress + SEO

Anatomy of good landing page
Content promotion
8 Lectures 45:27
Introduction to content promotion

Misconceptions of Facebook Marketing

Business objectives and content promotion

Traction and content promotion

Search engine optimisation

Fundamental principles of paid search

Connecting business objectives to Google Adwords

The two email strategies to consider
Marketing automation
8 Lectures 35:03
Introduction to marketing automation

Business objectives for lead nurturing

Understanding workflows

Workflows - what are they?
4 questions

Remarketing to cold leads

Remarketing to cold leads
1 question

Steps to setting up Facebook remarketing

Don't sell - create value

Developing your content assets
About the Instructor
Neil Pursey
4.8 Average rating
2 Reviews
10 Students
1 Course
Director at Webgrowth Academy

Neil Pursey is a South African entrepreneur, digital marketer, educator and public speaker. In his speaking Neil has championed the principle of using data to inform digital marketing strategies, and has encouraged the pursuit of simplifying perceived complexity in the field of SEO and data analytics.

Neil is a co-founder of the GROW Academy, an NGO focused on providing digital marketing training to over 1000 of South Africa’s under-resourced youth. He is also an instructor at AAA Advertising School, Silulo Ulutho Technologies and Tsiba Education.

He has spoken at conferences like Wordcamp and top Institutions in South Africa. In 2014 he launched Webgrowth Academy, which provides online education and covers multiple digital marketing disciplines forming the Webgrowth Framework.

He has 11 years experience in search marketing and has taken a small startup, Webgrowth, to become one of the leading digital marketing training companies in South Africa.

"Our goal at Webgrowth is for our students to not just be consumers of information. Rather, they should be active creators and contributors – taking our craft as digital marketers forward. That’s what we mean when we talk about mastery."