Digital and Internet Marketing Channels

Digital marketing efforts have dramatically scaled lately across all business sectors and this has immensely changed how organizations interact and connect with their customers, both offline and online.

In this comprehensive learning path, every marketer is expected to master and gain proficient knowledge in the following key areas:

• Conversion rate optimization,
• Social media marketing,
• SEO and SERPs,
• How to use the right tools and techniques,
• Discover best practices in this field.

Foundations:

Summary of Introduction to Conversion Rate Optimization Modules

(a) Intro to Conversion Rate Optimization

Whether you are new to conversion rate optimization or looking to improve your CRO program, this course will teach you how to build a foundation for success. This includes the skills, tools, and organization needed to optimize digital content.

(b) Best Practices do have their place: as starting points.

Just like in normal life, CRO has a set of its own best practices to draw from, and understanding such practices lessens your entire CRO journey by half. The lessons and experiences of others are the best way to go in solving common business problems.

By adopting what others have established to be “Best Practices”, you essentially learn how to easily convert your traffic into customers, run more successful experiments, and get the skills to deliver consistent revenue gains on any website you work on.

(c)  Intro to Copywriting

This module allows developing a thorough understanding of how to design and write clear, concise, and effective copy that sells across all segments of the market.

(d) Product Messaging

Creating the right messaging for your products and brands helps prospects to easily resonate and align their emotions with your offer. You must improve your messaging through extensive customer research and strategy. All this does is give you an upper hand in converting them right off the bat.

(e) People & Psychology

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p.s. This is the sad and tragic reality of many a business today, underlining a cruel yet painful path to closure for many.

To convert the majority of people, then you must figure out every possible barrier that may be preventing them from triggering your call to action.

(f)  Social Proof

Customers, both new and regular alike, expect to subconsciously see valid social proof optimally displayed on your site. It, therefore, makes sense to start documenting and posting unbiased reviews as soon as possible.

(g) Intro to Neuromarketing

This module introduces and contextualizes the discipline that is Neuromarketing across the ecosystem of the internet and digital marketing.

(h) Developing & Testing an Emotional Content Strategy

A customer's decision-making process is likely to be influenced by certain emotional triggers and behavioral principles hence the need to fully research and review them.

(i)   Influence & Interactive Design

Certain tactical design strategies keep your customers highly motivated and fully engaged with your products and services. Modern marketers must be able to identify such desired outcomes and achieve each one with a unique design strategy.

(j)   Google Analytics for Beginners

The era of data-driven decisions is right here, and Google Analytics is at the forefront of every marketing initiative that is aimed at improving the product, marketing, or strategic decision making.

(k) Landing Page Optimization

Top-notch skills and knowledge are a bare minimum if you are to increase conversion rates significantly. Key areas of application include landing page design, research, and user psychology amongst others.

Conversion Research:

Summary of the first 2 Key Modules in Conversion Research

This is the most important part of the conversion optimization process. Conversion research done right ensures that you will be tackling the right issues and this leads to more wins and bigger wins eventually.

Every conversion optimization project starts with conversion research. This is where you diagnose a website and figure out where and how it is leaking money. And – the better the website is, the less obvious where the overarching problems are. So, you are left with opinions, the majority of which are null and void. Once you establish where the underlying serious flaws are, only then can you go ahead and start plugging the holes.

Recommended event video viewings:

• Strategic and Tactical Implementation and Analysis Techniques
• How Top Marketers Are Using Google Tag Manager to Improve Their Sales & Leads
• How to Give Your Data an Annual Checkup
• Optimizing Retention: The Silent Killer and King of Growth
• From WTF to Hell Yes: How to Design Copy That Persuades

(a) Conversion Research

Conversion Rate Optimization is 80% research and 20% experimentation. You need to plan and conduct your research diligently if you are to get sustainable and relevant results over time.

What conversion research consists of

Largely we can categorize it into three parts:

• Experience-based assessment
• Site walkthroughs
• Heuristic analysis
• Usability analysis
• Qualitative research
• Online surveys with recent customers
• On-site polls
• Phone interviews
• Live chat transcripts
• Customer support insight
• User testing
• Quantitative research
• Web analytics analysis (e.g. Google Analytics and other quantified data tools like Adobe Analytics, KISSMetrics, MixPanel, Heap Analytics)
• Mouse tracking analysis

(b) Using Analytics to Discover Conversion Opportunities

Digital marketing practices outline ways and steps to digitally track the buyer's journey, right from the acquisition of leads to eventual measurement of basic results and performance metrics.

Google Analytics

Google Analytics is the handiest tool in digital marketing that helps businesses to identify areas in the sales funnel that need to be optimized right away thereby increasing conversion opportunities.

In a nutshell, digital analytics helps businesses to:

• Determine appropriate goals & filters.
• Set up conversion goals.
• Understand and segment audiences rationally.
• Evaluate traffic quality.
• Understand the implications of key metrics such as bounce rate & page value.
• Use segments & secondary dimensions.
• Interpret potential errors in business data.
• Using event tracking.
• Audit the analytics data, reports, and metrics.