Digital Marketing Fundamentals
Digital Marketing Fundamentals
What you’ll learn
Skills you’ll gain
Digital Marketing is a powerful tool you have that can help you to achieve your marketing goals with ease. In this course, Director of Sales and Marketing, Kelli Schutrop provides you with her plan to get started with digital marketing. Kelli first explores concepts around defining your goals and identifying your target market effectively. She then reviews her tactics for identifying the right tools to use and what you should be doing to help your brand build credibility. Kelli goes on to reveal proven strategies for you to achieve brand visibility and drive leads, as well as exploring what's possible with marketing automations. Finally, she reviews how you can re-calibrate, measure, and improve your digital marketing over time. After completing this course, you'll feel confident in your ability to leverage digital marketing and achieve your marketing outcomes.
Syllabus
Download syllabus-
1
Aligning marketing with goals Whether you're attracting new customers, maintaining current customers, or even recruiting internal employees, digital marketing is a key component. 2m
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1
Ideal customer profiles The best marketing in the world only matters if it speaks to the right audience. 2m
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2
Buyer personas Decision makers have the final say on whether or not your product or services are right for themselves or their buyers. 2m
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3
Journey mapping Every potential customer is on a buyer's journey. 2m
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4
Content strategies Every buyer persona makes decisions based on specific pieces of information. 2m
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5
Marketing channel evaluation Once you know your buyer, how they make decisions, and what's most important to them, you need to get in front of them. 2m
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1
What's a martech stack? Businesses operate with key pieces of technology such as a CRM and marketing automation platforms. 2m
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Brand development From logo development, to color palettes and font selection, your brand says a lot about who you are. 4m
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2
Website creation Your website is prime real estate to tell the world who you are! 3m
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3
Social media creation It's important to meet your audience where they're at, including on social media. 3m
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4
Marketing collateral creation If you're selling products or services to educated buyers, they'll want to see more details about how you can help them. 3m
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1
Search engine optimization You can be found online by new customers by optimizing your website. 3m
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2
Social media management Whether you grew up with social media, or adopted it later in life, your audience likely spends a good portion of time here daily! 2m
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3
Content creation Your audience is looking for information to address their challenges and help them find solutions. 2m
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1
Paid search When was the last time you did a Google search? 2m
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2
Paid social People spend an incredible amount of time on social media. 3m
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3
TOFU, MOFU, BOFU From the stages of awareness, to consideration, to decision, you have the opportunity to advertise to your audience at each stage of their buyer's' journey. 2m
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1
Marketing automation You may have a database full of potential customers, but now what? 2m
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1
A/B testing Once you've reviewed the data, it's critical to test and refine your marketing initiatives to draw greater and greater results. 3m
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2
Measurement and refinement Running great marketing efforts can create pretty branding and fun interactions, but the way to confirm ROI (return on investment) is to review and analyze the data. 2m
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1
Let's get started! Thank you for watching this course. 1m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Kelli Schutrop
Kelli Schutrop is the Vice President of Sales and Marketing at Parqa, a performance marketing agency that helps staffing and recruiting companies leverage digital marketing strategies to achieve their business goals. Kelli has years of experience in marketing communications, PR, branding, and digital. Her career has included managing marketing in-house, and consulting business owners and leaders across the country on their marketing strategies. Kelli's passion for marketing has inspired her to share her expertise with others. Kelli regularly hosts fireside chats with industry leaders, conducts speaking engagements, and sits on boards and committees. Kelli has a BA in Public Relations and Marketing from the University of Northwestern, Saint Paul and resides in Minneapolis with her family.
Kelli Schutrop
Digital Marketing Expert and Director of Sales & Marketing
Accreditations
Link to awards
How GoSkills helped Chris
I got the promotion largely because of the skills I could develop, thanks to the GoSkills courses I took. I set aside at least 30 minutes daily to invest in myself and my professional growth. Seeing how much this has helped me become a more efficient employee is a big motivation.
