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Social Media Marketing Learning Path Use a strategic, data-driven approach to improve the effectiveness of your social media marketing activities How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team use a more structured approach to managing and optimizing social media as a strategic communications technique. Examples and benchmarks are discussed from the main social networks including Facebook, Instagram, LinkedIn and Twitter.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

We appreciate finding time for skills development is a challenge, and so Learning Paths enables training to be bite-sized, engaging and results orientated since they integrate with our templates to plan, manage and optimize your marketing.

Unlike many online e-learning courses, each module is self-contained, so you can rapidly/quickly access guidance to improve the effectiveness of the marketing activities you are working on right now. Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

As you work through each topic, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to manage and optimize the strategic implementation of social media platforms for marketing communications.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Identify the benefits of a more planned approach to social media marketing then design and implement a social media plan.

Review the effectiveness of your social media marketing against benchmarks and other organizations then identify improvements to how your social media marketing is managed.

Structure a social media strategy to improve customer lifecycle communications that translates into practical actions and improves your goals.

Review the requirements and features of tools for social listening and put in place a reputation management process to respond to complaints or customer service requests.

Identify how to improve your approach to optimizing the effectiveness of your social platforms, both organic and paid, by reviewing your company page to enhance its effectiveness and defining methods to increase follower engagement through optimizing content for each social channel.

Understand different types of insights you can present in a monthly social media report including the business contribution of social media using reports available in Google Analytics including comparing the follower growth and engagement for your company pages on different social networks

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Discover social media opportunities

A planned approach to social media marketing

Audit social media marketing activities

Learn the latest social media developments

Set social media goals

Topic 2 – Planning and governance of social media

Create a social media strategy

Social listening

Customer service and success

Influencer marketing

Topic 3 – Practical social media marketing

Optimize your organic TikTok marketing

Optimize your organic Instagram marketing

Optimize your organic Facebook marketing

Optimize your organic LinkedIn marketing

Using social media to support a marketing campaign

Using social media to amplify linkbait

Optimizing paid social media activity

Reporting on social media effectiveness

Roles who will find this Learning Path useful

Company owners and directors working for smaller businesses

Digital marketing managers, marketing executives or specialists responsible for social media marketing

Consultants or agency account managers

You're reading Social Media Marketing Online Training Course

Race Practical Digital Strategy Online Training Course

RACE Practical Digital Strategy Learning Path Learn how to create and implement an integrated omnichannel marketing plan How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team to implement digital marketing practices effectively within your organization by planning, managing and optimizing your digital media, digital experiences and digital data.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Our Learning Paths are integrated with downloadable templates to help you audit your performance, set forecasts and create action plans. Each Learning Path includes different types of example templates in Excel, Powerpoint and Word from our resource library to help you create your action plans as you work through the Learning Path.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to implement an integrated digital strategy and implementation plan as part of a wider strategic initiative.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Recognising the success factors of an effective digital marketing strategy.

Structure a plan using SOSTAC® and the RACE Framework.

Define audience personas and assess the customer journey.

Review your current digital marketing capabilities and benchmark competitors using RACE and implement the plan through search, social media and email marketing to achieve your goals

Define investments in digital customer experience with an online value proposition that improves customer onboarding, growth, service and success.

Create a RACE Framework dashboard for digital reporting incorporating Google Analytics goals.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Practical Strategy – Plan

Digital strategy success factors

Structure a plan using SOSTAC®

Structure a plan using the RACE Framework

Create a digital SWOT using RACE

Define audience personas

Assess audience customer journeys

Competitor benchmarking with RACE

Set digital marketing goals and objectives

Defining Google Analytics goals

Topic 2 – Practical Strategy – Reach

Review media performance

Select search marketing investments

Influencer marketing

Paid media investment

Define acquisition budget and plan

Create a digital marketing reporting dashboard

How to use campaign tracking in Google Analytics

Topic 3 – Practical Strategy – Act

Improve website customer journeys

Define data capture and profiling

Define content marketing strategy

Define landing pages

Define campaign budget

Define data capture and profiling

Define campaign timeline

Topic 4 – Practical Strategy – Convert

Set up email nurture and retargeting

Set up ad retargeting

Web personalization

Multichannel selling

Conversion optimization

Topic 5 – Practical Strategy – Engage

Customer onboarding and growth

Improve digital customer experience

Customer service and success

Use email to support marketing campaigns

Use social media to support marketing campaigns

Post-campaign review

Roles who will find this Learning Path useful

Company owners and directors working for smaller businesses

Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers

Digital marketing managers or marketing executives or specialists responsible for email marketing

Consultants or agency account managers

Digital Marketing Tutorial: Online Course

What is Digital Marketing?

Digital Marketing is a branch of marketing that mainly involves technologies like internet, computers and mobile phones to promote the products and services online. It is a well-targeted, conversion-oriented and interactive marketing approach to reach the customers and transform them into clients. The purpose of digital marketing is to promote your business online to reach the right audience that can be your customers.

Recent studies show that Digital Marketing is the fastest growing sector in the tech industry. This course is geared to make you a digital marketing pro

In this tutorial, you will learn-

👉 Introduction to Digital Marketing

👉 Search Engine Optimization – SEO Tutorial

👉 Social Media Marketing: Tips and Secret

👉 Online Paid Advertising: Ultimate Guide

👉 Email and Mobile App Marketing

👉 Introduction to Digital Marketing

Throughout centuries, marketing always remained customer centric, the way of delivering services and product has changed but the strategies remained same. Technologies did bring revolution in all fields and marketing is no exception, from print media to digital media. The rapid growth of digital marketing is the direct consequence of penetration of internet and social media sites.

Unlike traditional marketing method you don’t have to go door to door to convince people how good your product is, instead the ‘likes’ in Facebook and ‘followers’ in twitter does this job.

Digital Marketing revolves around four things

Social Media : Interact with your customer base using social sites like Facebook and twitter. Use it as a support channel, Launchpad for new products , announce discount and exclusive coupons to drive sales

SEO: SEO or Search engine optimization is a technique that allows a site to get more traffic from search engines like Google, Microsoft, Yahoo etc. It is divided in two categories, off page SEO and on page SEO

Content Marketing: The goal of Content marketing is to retain and attract customers by consistently creating valuable and relevant content with the intention to engage targeted audience in order to drive profitable customer action. Content marketing is valuable for companies as information people find online impacts their purchase decision.

👉 Search Engine Optimization – SEO Tutorial What is SEO?

SEO is the process of improving the structure, content and organization of your site to the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank

Before we look into this any further, let’s first understand –

How Search Engine Works?

Almost every Search engine does the following Spiders or Web Crawling, Indexing & Displaying.

Spiders & Crawlers: Spiders crawl over the web in search of content (Hence the name Spider). Once they finish scanning and identifying the relevant content, they copy the searched content and store it in a search engines database. While they are scanning one web page, they make note of links to other web pages from this page and later scan the linked web pages as well & this process keeps going on for all webpages. (For example : Page A links to Page B which in turn links to Page C. Here, Page A,B,C will be stored as well as any page which is linked from Page C ) .

Web Crawler will collect the following (not limited to) information from a web page –

Indexing: Now that website information is stored in Search Engines Database, how will it know which page to put on top of search results and which on last ? Enter Indexing.

Ranking is done based on keywords.

As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword based indices. The search engines have millions and millions of smaller databases, each centred on particular keyword term or phrase.

Next question, how does the search engine know which keyword to rank a page for? To determine so the search engine looks into the content of the page, Page Title , Page URL and other factors

Next question, suppose there 20000 Webpages each catering to the same keyword say football. How does the Search Engine determine which Page to display as # 1 , # 2 and so on… Enter Search Engine Ranking Factors which considers Domain Age , Domain Trust , Topicality , Number and relevance of external pointing links to the page , social signals and many more. This will be covered in detailed later in the tutorial

Displaying: The last step in search engine activity is retrieving the best matched results for search queries, which is displaying the search result in browser.

Role of Keywords in SEO

Keyword is actually the key to SEO. Keyword is what a person or user enters into a search engine to find specific information.

Keywords form part of a web page’s metadata and help search engines to match page with an appropriate search query.

Keyword Density

Often it is misunderstood that by including more keywords which describe your website can eventually help search engine to bring your website on top. Infact, more keywords sometimes get you penalized for “spamming “or keyword stuffing. So, using keyword wisely from SEO point of view becomes mandatory. So what is the ideal frequency of Keyword? It is believed that for best result, keyword density should be 3-7% for the major and 1-2 % for minor key words.

Keywords in Special places, Page titles & Headings

It is imperative where your keyword exactly appears on your web page. It counts more if you have keywords in the “page title, the headings, the paragraphs” especially in URL. For instance, if your competitor’s web page has same number of keyword as your webpage but if you have included the keywords in your URL then your webpage have more chances to stand out than your competitor.

Placing the keywords in the “Title of the page” or “Heading tags” is considered the best place to put your keywords. The reason behind is that the search engine looks first for the keywords in your “Title tag” and then in “Heading tag”. The standard title tag keyword is around 70 characters max.

In order for a title tag to be most effective, it needs to be supported in other areas of each web page like the “headline”. Your headline should be the largest headline on the page rich with primary keywords, you can also include secondary keywords in your headline. There is no limitation for headline length, but still preferred around 7- 8 words length. For keywords there are some set criteria for best result as shown in table below.

Keywords Criteria for best SEO result

Keywords in URL

First word is best position for keyword in URL

Keywords in Title tag

Keywords should be in beginning of title tags, 10- 60 characters , no special characters

Keywords in description meta tag

Show theme less than 200 characters

Keywords in Keyword meta-tag

Show theme less than 10 words

Keyword density in body text

5- 20 % of the content

Keywords in Headlines

Use Hx font style tags appropriately

Word Stemming

Search engine like Google, uses word stemming for search query. Word stemming allows all forms of the word- singular, plural, verb form as well as similar words for a given search query. For example if someone search for “Mountain track” it will retain search result with all variation of that phrase like “Mountain tracking“, “Mountain trackers” and so on.

Ranking and Ranking factors

Meta-tags: one of the earliest method to optimize the website high in result was to offer Meta data to the search engines. Meta data is nothing but the data about the data found on that page.

There are two important meta-tags or meta-data

Meta description

Meta Keyword

Both Meta keyword and Meta description can contribute to your search engine ranking. The meta description tag is intended to be a brief and concise summary of your page’s content. The limitation for meta-description is about 170- 200 characters, writing a unique description for each page of your site. Meta description format would look something like this

Example: Meta-description for website "guru99"

While meta keywords format would look something like this


Meta-keywords for website “guru99”

Link Building On Page & Off page Optimization

SEO optimization is primarily classified into two sections on page optimization and off page optimization.

Positive Off Page Optimization

Off page SEO is the process of boosting your search engine rankings by getting external links pointing back to it. The more and better links you can get to your webpage, better it will rank in search result

A quality backlink is considered good from the search engines point, and has the maximum effect on your off page SEO. A quality backlink has properties like

Incoming links from high page rank web page

Use different anchor texts

Dofollow or Nofollow links

Getting backlink from similar niche blog or website

Avoid black hat SEO

Good Domain Authority

High Trust

High Relevance in the subject matter of the linking and destination domains

Site Age- Shows site stability

What you should NOT do for Negative off page

Link Buying : If you get caught penalty is huge

Cloaking: Try prevent cloaking (representing different page to search engine than your original web page)

Domain Hi-jacking: It is when someone takes your domain away or misuses your domain without your knowledge by changing the registration of the domain name. Never do this , it’s a criminal offence.

Other Black Hat Techniques

Positive On Page Optimization

On page optimization directly deals with the content and structure of the website. On page optimization focuses on

Unique title tags and Headlines

Keyword frequency in the


Body Texts




Adding description to images

Good Internal Navigation

What you should not do for Negative On Page

Avoid negative over optimization penalty (OOP) by not repeating keywords very very frequently

Link to a bad neighbourhood : Do not link to link Farms or any other site with bad page rank

Avoid Poison words: The word “link” is considered poison words or stop words in a title tag. There are many other poison words that you should avoid

Avoid stealing text or images from other domains

Avoid Excessive cross linking

For best SEO result for your site always regularly maintain it, as you won’t rank as high in search engines, if your site is slow or has broken links.

Google Panda

Google panda is a Google’s search results ranking algorithm, it aims to lower the rank of “low quality sites” or “thin sites” and return higher quality sites near the top of the search result. In other words it does the verification of “content” of the websites.

How to escape the Panda’s Claw

Try to avoid link building with those sites which is already ranked as low quality website

Google Penguin

Another algorithm update from Google is “Google Penguin” which penalizes those sites that breach Google’s webmaster guidelines set by the search engines. This programme is specifically designed to target those sites that practice black-hat SEO techniques like keyword stuffing, duplicate content and bulk link building to name a few. Penguin does not damage the site unless spammed for too much keyword.

How to get away from Penguin’s Pecking

Remove all links from guest blogging network

Remove links from spam sites

Remove all exact match anchor links

Remove all optimized anchor links

Nofollow Guest Post links

SEO Audit and Link Removal

SEO Audit and link removal is very important for running your website successfully, as search engine modifies their algorithm from time to time. For success of your website, it is necessary to keep pace with their current guidelines and requirements of search engine. To ignore link audit may put your website at high risk.

For link audits and link removal many online tools are available like, Google webmaster tools, MOZ , Open Site Explorer , Majestic SEO etc. It will scrutinize ‘backlinks’ and provides some helpful metrics like

Specific URLs that link to your site

The pages on your site that each of these URLs link to

Anchor text used by each incoming link

Whether each incoming link is follow or no-follow

While removing low quality links, you have to be careful as some of them may be highly relevant to your website and come from websites on the upswing. In future they might become an important source of traffic.

What are the characteristics of a ‘bad links’

Links with the same anchor text coming from multiple sites

Links from sites that are unrelated to your niche

Links from low traffic and low PR ( Page Rank)

Links from articles directories or sites that look like link farms

Links from link exchanges

Paid links

Links from sites that are not in the Google Index

In case the site owner does not remove bad links from your website, then you can use Google’s disavow tool. This disavow tool will remove bad links.

This disavow tools are applicable in condition like

When you get a manual action

Webmaster won’t remove the bad links to your site or charge you to remove them

When you see links pointing to your site you do not want to be associated with

When you are worried about negative SEO

You see links pointing to your site you do not want to be associated with

You saw a link bomb attack and are afraid it might hurt your site

You are afraid someone will submit a spam report for you

You see your ranking dropped and you think it has to do with an algorithm Google ran, example: Penguin algorithm

👉 Social Media Marketing: Tips and Secret

Social Network Marketing is about using social media sites as marketing tools for the optimization of revenue or increasing brand exposure. Social Media Marketing use strategy like SMO (Social Media Optimization), it can be done in two ways

a) Adding social media links to content such as sharing buttons and RSS feeds

b) Promoting sites through social media by updating tweets, blog post and statuses

Social Media Marketing helps a company get direct feedback from customers, social websites like Twitter, Facebook, Instagram, Myspace, Linkedln and Youtube which have had significant contribution in social marketing in last couple of years. The success of social media in marketing is due to very “Personal” interactions between the user and service renderers.

FaceBook Marketing

Face book features are more detailed than other social networking sites. They allow a product to provide photos, videos, longer description option and testimonials as other followers can express their opinion on the product page for others to see. Facebook can link back to the products twitter page as well as send out event reminders. This can be done by connecting to various groups or business groups of your field on Facebook, admin page and direct message to admin for site promotion. You can also create your own personal page where you can upload videos or website information for example, here we have “Guru 99” Facebook page, which has reached many e-learners through Facebook.

Next you can also make a group or join a group of your liking, for example if you are a computer geek and searching for a java computer group then you can join a Java group where you ask questions pertaining to java or share any information related to Java with your group.

To facilitate social media marketing and to manage posting of messages on regular basis on social sites, automated scheduling tools are used. Hootsuite is one such tool, which gives users extended facility for automating and scheduling messages, monitoring conversation and track result across multiple networks. For example, here it is shown how different tutorials are set and scheduled for website Guru99.

Twitter Marketing

It’s a micro blogging service that allows sending and receiving message from customers. This can help business people to contact and communicate with peer group and to their customers. You can create your personal page in twitter as well, and can upload your site and share information related to site on twitter.

Twitter is a great tool to reach out new customers/clients without invading their privacy

LinkedIn Marketing

LinkedIn connects professionals from various backgrounds and provides an opportunity to expand business by connecting business professional. Through the use of widgets, members can promote their product or website directly to their clients. “Company Page” is one such feature in linkedin which acts like a business resume for your client to get a quick overview about your business.

Your personalized webpage on linkedin can also be used as an open platform for discussion with peer group or e-learners. Apart from your personalized page there are option like joining groups, companies or any particular professional groups (Doctors, Real estate & Infrastructure, Job portals, business groups etc.)

Recent research has marked Linkedin on top for social referrals to corporate homepages.

LinkedIn: 64% of social referrals to corporate homepage

Facebook: 17% of social referrals to corporate homepage

Twitter: 14% of social referrals to corporate homepage

Google+ plus

Google plus provides various features which can be used for marketing purposes like

Circles : You can create groups or join circles of your likings

Stream: Gives instant updates on selected contacts or groups

Photos: Upload photos

Sparks: It allows you to specify your area of interest every time you logged in

Plus One: It is like a face book ‘like button’, where you can express your opinion about any particular product

Video Chat and Huddles: All queries can be solved by video chat facility which can be used to facilitate live customer interactions and huddles allow for group chats.

Apart from these you can join communities of your interest, like here guru99 has created community for software testers where they can use these page for discussion for topics of their common interest.

Video Promotion

Video’s are one of the quickest ways to reach your customer. Visual effect has more impact on customer than print or digital text, it enables to explain the product more convincingly than any other medium. Marketing on “Youtube” turns, viewers into fans and, fans into customers. Also with video pages on your site has more chances to get good rating, as there are very less competition for video pages.

To get maximum viewer to your video link, attach the script of your Video. Youtube also provide captioning alternative for videos.

For Intagram Marketing refer this tutorial

👉 Online Paid Advertising: Ultimate Guide

Several aspects important for successful PPC campaign

First Understand the purpose of PPC campaign

Research on your target audience

Keyword Research

Perform A/B Testing

Learn from your competitors Ad copy before you make your own

Keyword grouping and Organization

Keywords in Ad should include keywords of the landing page

Ad groups creation and Management

Managing your PPC campaign

Once you have created your new campaigns, you have to make sure that they remain active and effective and for that you have to manage your PPC campaign properly

Continuously analysing the performance of your account

Add PPC Keywords and expand the reach of your PPC campaign

To improve campaign relevancy, add non-converting terms as negative keywords

Split up your ad groups into smaller and more relevant groups.

Stop the underperforming keywords

Modify the content and call to actions (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates

Don’t send all your traffic to same page

Example for Bad Ad Example for Good Ad

Hob’s black coffee

Selling coffee since 1947

Come and see our selection

Hob’s great organic black coffee

Refreshing and High quality

Special discount on imported black coffee

Facebook Ad

Once you enter your URL to the ad page, the next step will be to upload the image for your ad that you want to display when users look at your ad. Here in the screen shot we had uploaded an image showing “Free Live Selenium Project”.

Once you have uploaded ad image the next step is to identify and target your audience for ad. On ad page you can handle your account as shown in below screen shot and you can target specific audience by narrowing down them according to their location, age, gender, language and so on also you can bid from the same page.

Here, we had chosen country like India, U.S and U.K and we targeted the audience between the age of 19- 24 for our ad and set the rest of category accordingly.

The next step is to set the limit for your ad like how much money you want to spend for your ad and you can set the amount limit accordingly. For instance, we have set the limit Rs 100 per day, then your ad will display on Facebook till your amount becomes nil for the day.

Once everything is set up, you will be proceeded to the most important part and final step of the process, yes you guessed right, money in the bank, as soon as you are done with the payment thing your ad will be reviewed and approved by Facebook group and soon your ad will start displaying on your account.

For the desktop users the ad will display something like this as show in the screen shot below

While for mobile users the ad will display like this, as shown below

Twitter Ad

Twitter’s Ad Types

Twitter has exceptionally shown its potential in online marketing through promoting Ads and product. Some of these ad types are emphasized over-here.

Promoted hashtags , promoted account, promoted tweet:

Twitter Cards

With Twitter cards, you can attach rich photos, videos and media experience to tweets that drive traffic to your website.

👉 Email and Mobile App Marketing

With the use of internet, e-mail marketing has become more prevalent and common method to reach maximum users with minimum costs. It is a form of direct marketing that uses electronic mail as a means of communication. E-mail marketing is an efficient way to stay connected with the clients and at the same time promoting your business and products. With e-mail marketing you can also track how much percentage of people have shown interest in your product or service. Professional e-mail marketing is considered as a better approach for organized marketing strategy. Here are some benefits for e-mail marketing.

Permission based list building: It is a creation of an email list by providing a sign up box for for prospective e-mail contacts and confirming their approval with a follow up email

Campaign creation: The capability to organize and structure large volumes of e-mail messages by branding, theme and schedule

Online reporting: Track the sending of individual email campaigns and at what rates they were opened and which e-mails are not open or bounced

Rich content Integration: Addition of graphics, video, audio and test using templates,drag and drop editor

List Management: The ability to organize, segment, edit, grow and manage a database of customer or client e-mail contact information

How to implement successful e-mail marketing campaign

There are some simple tips for effective e-mail marketing

To grab the attention of your readers, make sure that your subject line or title should stand out. Need to keep message short and to the point

Your logo needs to be highlighted clearly at the top of the e-mail

Stress first two or three lines of your e-mail to make an impact

Provide link for the landing page on your website

Collect e-mail addresses at offline events like trade shows and import them into your database and send them a welcome email

Promote offers and e-mail sign up through Google plus company page

Automate scheduling for e-mail

E-mail schedule can be of great help when one has to mail same document or message to different people on regular basis in bulk. Automation of e-mails are not restricted to sending and receiving mail but also account for other activities like deleting unwanted emails automatically, save e-mail attachments into local folders, e-mail integration with text files or csv and so on. Aweber is one such platform where you can manage and automate your mail and schedule your mail according. As shown in screenshot below, we have schedule each message or tutorial on JavaScript and send to subscribers by scheduling it one after the other.

There are many e-mail service providers which does not have automation scheduling in-built, for them extensions are available and can add on this extension to their mailing system. For example, “Boomerang” which can be used in Google chrome or Firefox for scheduling e-mails. Mail Chimp is another mail manager where you can set data, time , batch delivery and so on for your mail .

Mobile App Marketing

While building your mobile App there are certain things that needs to be work out

Growing your social media presence : Building a steady social media following on Facebook, Twitter, Google+, Tumblr

Driving engagement across the app: Focus your efforts on encouraging ongoing engagement and keep updating fresh content so to prevent users from losing interest in your app

Increasing app store ratings : Try to improve rating of your app, this will drive a lot traffic to your app

Promo video for mobile APP

As a part of viral marketing campaign, a promo video is quite essential.

Create a promo videos which is short and informative.

Highlight all your app’s key features and point out why your app is better than its competitors

Also, include screen shot of your app as well

Once the video is ready you have to be active in marketing or distributing that video over the web. Post it on forums, use social sites like Facebook and twitter to reach out maximum, upload it to youtube and so on.

In the end, if you create a GREAT mobile app, people will do the marketing for you!. Here, we will see a mobile app for company Guru99.

Web Analytics

Web analytics is the study, analyses and reporting of a web data for purposes of understanding and optimizing web usage. This technique is useful to measure how many people have visited a site, and how frequent they have visited the site or what route they have opted to reach your site. Web analytics is very useful from the point of administrator as they can figure it out which area of the site is popular and which area is not.

Web analytics software can be used to monitor whether your site page are working properly or not. There are various web analytics software available in market, some of them are Google Analytics, Adobe site catalyst, IBM coremetrics web analytics, IBM’s Unica Netsight, yahoo marketing dashboard, Piwik, Moz and so on.

A good analytic tool should meet following criteria

Can you re-analyze data if you decide to change something

Can you re-analyze subsets of your logs for more focused views

How many web pages does the solution track per month

What is the total cost of ownership

Does it integrate easily with other sources of data

The Complete Digital Marketing Course

What Is Social Media Funnel Marketing?

Introduction: What is Marketing Funnel?

A marketing funnel is a strategy that outlines a prospect’s journey from brand awareness to purchase decisions and all the way to post-buy. This model gives marketers an in-depth understanding of consumer behaviour, and that knowledge helps them decide how to close sales and develop connections with customers. The funnel can assist you in organising your customer’s journey across many channels so you can address any issues that result in the transaction failing.

You may decide when and where to connect with your clients to foster continuing engagement by using a well-designed funnel. Optimize your marketing initiatives and create a unique strategy for each funnel level.

Evolution of the Marketing Funnel

A marketing funnel is an effective tool that companies may use to organise and concentrate their marketing efforts. Businesses need to maximise their efforts at every stage of a marketing funnel to achieve desired results.

The Main Four stages make up a basic and generic marketing funnel –





The goal of using any funnel is to obtain the ToFU, MoFU, and BoFU results that are most preferable. ToFu is Top of the Funnel, MoFu is Middle of the Funnel and BoFu is Bottom of the Funnel.

It’s likely that sales funnels were the first types of funnels. A straightforward sales funnel comprises four stages: awareness, interest, decision, and action.

The following outputs for a sales funnel might be desired

Awareness (ToFU) − Your company, its goods, or services are generally known to the customer.

Interest (MoFU) − When a customer searches, compares prices or considers their options, your company, product, or service is one of the top results.

Decision (MoFU) Your brand, item, or service is preferred by the customer above those of your rival.

Action (BoFU) − Your brand, good, or service is bought by the customer.

Most likely, sales funnels served as the foundation for combined marketing and sales funnels.

Ideally, a combined sales and marketing funnel would produce the following results

Awareness (ToFU) − Your company, its goods, or services are generally known to the customer.

Interest (MoFU) − When a customer searches, compares prices or considers their options, your company, product, or service is one of the top results.

Desire (MoFU) − Your brand, product, or service has an incentive for the customer to buy it.

Action (BoFU) − The buyer makes their first purchase of your company’s name, good, or service.

Conversion (BoFU) − The customer establishes a relationship through making repeated purchases.

Social Media Marketing Funnel

Awareness − Find new consumers for your company, your goods, or your services.

Consideration − To give potential buyers a favourable image of your company, product, or service, and stand out from your rivals.

Action − Encourage potential customers to act and buy.

Engagement − After a customer makes a purchase, maintain their interest to keep your company, brand, product, or service in the public eye.

Advocacy − Establish trust with clients to earn their referrals of your company, brand, product, or service.

Strategies for Each Stage of the Marketing Funnel 1. Awareness

Marketing goals: Build awareness, target relevant audiences

Building awareness with SEO

Building awareness with social media.

2. Consideration

Marketing goals: Target higher-intent audiences, turn awareness into purchase intent

Target higher-intent keywords

3. Conversion

Create search campaigns for people ready to buy now

Do CRO the smart way.

4. Loyalty

Marketing goals: Get customers to buy again, reduce churn rates, build loyalty.

Make customer service a priority

Reward your customers

Run upselling/cross-selling campaigns.

5. Advocacy

Marketing goals: Turn happy customers into a lead generation strategy

Build a profile of positive reviews

Get success stories from your customers

Benefits of Marketing Funnels Understanding The Buyer’s Journey

You may fine-tune your marketing strategy and increase sales by using a structured marketing plan and metrics analysis that is in line with the various stages of the funnel. The buyer’s journey is simpler to comprehend and follow when using marketing funnels.

Companies who use these strategies not only have a chance to become leaders in their field but also have a chance to improve consumer satisfaction levels. By establishing the pipeline, it provides the sales representatives with a common set of instructions to follow.

You may identify the reason why potential consumers leave the funnel by following them to the stage they left. Businesses that use conversational marketing strategies to enhance the online purchasing process will establish themselves as industry leaders. Everything should be connected as an experience, from the awareness stage at the top of the customer journey’s funnel all the way down to the stage of brand loyalty.

Tracking More Than Sales

If a prospect has never heard of you, they are less likely to respond favourably to cold calls or sales emails, which might hurt your reputation and your prospects of closing the transaction later. You can discover what the customers’ true wants are by interacting with them.

The steps of a funnel make it easier to comprehend the factors that influence your potential customers’ decision to study and buy. By distributing product information and pitching the features and benefits, marketing is used to acclimate and nurture new prospects.

You may use marketing funnels to apply to any action you deem a conversion because they can be applied to decision-making processes that customers make. Calls, social media activity, and email subscriptions all fall under this category. The sales team can intervene to support what the marketing team has said and complete the deal after the lead is fully informed and prepared to make a decision.

Optimizing your marketing strategy

The buying process, rather than the actual product or service, frequently leaves a lasting impression. Gaining insights into the behaviour of customers as they progress through the marketing funnel.

It becomes increasingly important to make your marketing funnel adaptable as you learn more about your target audience, their behaviour, and intentions, and as your company expands and diversifies.

An excellent website offers information that prompts the user to act right away. You gain a greater insight into your consumers, their motivations for doing business with you, the elements that increase conversion rates, and the elements that can increase client retention.


The Six Senses Of Social Media Marketing

I don’t have to explain to you that a big part of human communication occurs without us even knowing it. We smell and sense fear, affection, tension, pressure and even love.

We “read” body language and we have a gut feeling about the person we are communicating with. First impressions, a sense of attraction, trust or maybe disgust.

And of course there is the way we have learned to look at the world and people, ages ago. Education, culture, early experiences, you name it. We often call all these abilities and ways of interpreting the unconsciousness, “that what we cannot explain”, the unreadable, allow me to call it the sixth sense.

How you call it depends from your way of looking at the world and life. Are you religious or an atheist? Are you a sociologist or marketer? Do you prefer the views on mankind of Freud, Jung, Maslow or Seth Godin (the last one was a joke)?

see how the six senses apply to social media marketing

With the six senses there still is no communication, but you need them to be able to “connect”.

A connection is the basis of a dialogue and a conversation. It’s the basis of communication and the start of a possible relationship.

In marketing, we like to call these senses, that enable us to connect, “channels” or “media”. And we wonder if and how we have to integrate them. We are talking about omni-channel, cross-channel, multi-channel, holistic and integrated now. Which is kind of weird.

When communicating and connecting with people I never wonder if I only need my mouth, eyes and ears. I just communicate with what I have.

The same should apply in business. If you want to connect and engage, you use all the “channels” that you have. And of course you combine them: to communicate you need to offer the people you want to talk with, various “channels”.

In fact, in this social media and digital day and age, it’s often the opposite: people decide how and where they connect with you and your business.

Sense and sensibility: the six senses to get and stay connected

Let”€™s have a look at the six senses and how they apply to marketing and communication in this social media marketing era.

Sight: monitor, track and “€˜read”€™ your customer

Since people are increasingly using online media in the various steps of the buying process, we have fewer opportunities to actually see them, meet them and “€˜read”€™ their needs, attitude and buying signals. In social media marketing your eyes are monitoring and tracking tools: to see those signals of your (potential) customer and where he is in the buying cycle. Furthermore, you will need all your “€˜senses”€™ to see if what you are doing in social media marketing results in value for both, you and your customer, as I will develop further.

Hearing: listen before you start talking

The days of broadcasting in marketing are over. On top of that, people can now broadcast themselves. They have the means and social channels. Sometimes they will shout loud and clear, reaching a large “€˜audience’,”€™ and sometimes they will whisper in a one-on-one conversation. When that conversation happens you should listen to it, even if it”€™s not with you but about you. Listen and learn how your business is perceived. Listen before you start talking. And when you start talking, listen carefully to the answers.

Taste and smell: what”€™s in it for your business and your customers?

When you see and hear what people are doing by monitoring, tracking and listening to them, you can start talking. If speech was a sense, this post would have been called the “€˜Seven senses of social media marketing”€™. When interacting with people, (potential) customers, via social media and other marketing channels, you are getting closer and start connecting. You need your eyes and ears here too. But you also need your other senses, taste and smell, to detect the value of those conversations and interactions. Do they taste sweet or bitter? Do you connect or not? Do you smell an opportunity? Is there value for your business and your prospects and customers or are the interactions leading nowhere?

Touch: engage your customers

If the conversations and interactions you have with people taste, smell and “€˜feel”€™ good, it”€™s time to add an extra layer. “€œGood”€ connections become relationships and ultimately new business or, in the case of existing customers, result in increased loyalty. To achieve this you need to “€˜touch”€™ people. You have to give them a tap on the shoulder or shake their hands. You have to put them in the spotlight, engage them and touch them in their hearts and souls by continuing to listen, respond and offer value. Touch and engage your relations and customers, and you will have a community, a “€˜fan base”€™, people who like to share because you do. Ultimately, that”€™s what social media marketing is about: community, conversation, respect and engagement. And that is something you have to deserve.

The sixth sense: perception and trust

Respect and you will get respect. Trust and you will be trusted and become a valued voice in the social networking reality. Open the corporate doors and enable people to have a word with you.

Building strong relationships with customers in the social media world is based upon these six senses and communication in the true sense of the word: a two-way dialogue where trust, value and respect are key.

Sure, there will be people saying bad things about your company, and you will need to be more customer-centric and “€˜open”€™ but if you use all your senses to measure and listen, what is the risk?

After all: people are having conversations about your business right now.

So why not join them?

Summary – the six senses of social media communications

In order to communicate with people you need a mouth. Without it, you can’t speak and have no voice. You need ears. To listen. However, you also need a nose to smell, eyes to see and often the ability to touch, to shake a hand, to show your affection with a hug or to motivate with a friendly tap on the shoulder at the right moment.

You can still communicate if you have lost the ability to speak, listen, smell, see or touch. However, unfortunately the communication is less valuable.

Key takeaway: marketing communication should be like human communication. It is about using all your channels – or senses “€“ in an integrated way to build connections and relationships with customers and prospects and to be able to listen to them when and where they want to talk to us.

Digital Marketing Course (36 Courses Bundle, Online Certification)

About Digital Marketing Training Course

Course Name Online Digital Marketing Course Bundle

Deal You get access to all 36 courses, Projects bundle. You do not need to purchase each course separately.

Hours 198+ Video Hours

Core Coverage Search Engine Optimization (SEO), Social Media Marketing, Search Engine Marketing (SEM), Google Adwords, Google Analytics, Digital Marketing, Display Advertising, Email Marketing, Conversion Rate Optimization (CRO), Instagram Marketing and others

Course Validity Lifetime Access

Eligibility Anyone serious about learning Digital Marketing and wants to make a career in this Field

Pre-Requisites Basic knowledge about Marketing would be preferable

What do you get? Certificate of Completion for each of the 36 courses, Projects

Certification Type Course Completion Certificates

Verifiable Certificates? Yes, you get verifiable certificates for each course with a unique link. These link can be included in your resume/Linkedin profile to showcase your enhanced cloud computing skills

Type of Training Video Course – Self Paced Learning

Software Required None

System Requirement 1 GB RAM or higher

Other Requirement Speaker / Headphone

Online Digital Marketing Training Curriculum

In this section, each module of the Digital Marketing certification course is explained.



Course Highlights

Project Highlights


The primary goal of digital marketing training is to enhance the marketing skill of professionals who wish to make their career in digital marketing. Digital marketing which is also known as internet marketing is the upselling, branding and promotion of the products and services using internet via the digital platforms like social media websites, e-commerce websites, radio, television, electronic devices like mobile phones, tablets, etc. This training aims at learning and understanding of various digital marketing methods to promote and reach the audience target effectively.


The primary objective of any digital marketing training is to enhance the marketing skills of marketing professionals to increase revenue or sales.  This training helps to understand the marketing concepts and techniques to attract customers towards the brand along with the brand and campaign conversions. This training focusses on the understanding of mobile-internet marketing and to explore vast digital marketing possibilities.

Course Highlights

Below listed are the highlights of the digital marketing training:

The digital marketing training offered by educating focusses on a clear understanding of marketing concepts, difference between the traditional and modern marketing methods, mobile and internet marketing, different digital marketing platforms, various digital marketing techniques like email marketing, search engine optimization, search engine management, affiliate marketing, etc.

Digital marketing training helps in learning techniques that help to build a brand in the market and gain the customer’s trust and increased customer satisfaction. Internet marketing helps build the brand name because nowadays the internet is a medium to reach a wide number of customers.

This course teaches about search engine optimization and its types which is extremely important while generating web traffic for a website. It also helps to understand the local SEO to attract the local customers looking for the product or the services. Increased web traffic points to a greater number of customers visiting the website which is good for any business.

The course helps to understand the brand and campaign conversions like filling up the inquiry forms, subscription letters which are crucial while enrolling the customers for subscribing to the services.

Retaining customers is again crucial for any business or customer servicing organization. This course helps to understand the customers in an effective manner and various methods to retain the old customers and add new customers. Any organization or growing business would not want to lose loyal customers.

Digital marketing training helps to understand the market and the target audience. Deciding the target audience is extremely important for creating brand image and awareness.

Various digital marketing techniques are taught in this training which helps to reduce the bounce rates of the website allowing a greater number of audiences to connect and, hence expanding the market.

Project Highlights

Content Marketing: Good and engaging content is pivotal for grabbing customer interest. The content can either be textual, audio or video. This training helps to create such customer engaging content.

Search Engine Optimization: SEO, local SEO helps to generate organic web traffic to the website which means a large number of customer visits on the website. This course helps in learning and understanding the SEO effectively.

Affiliate Marketing: This course covers affiliate marketing that is collaborating or affiliating with a business partner to receive a commission for the web traffic generated.

Certificate of Completion

What is Digital Marketing?

Whenever you want to eat at a place or want to go on a vacation, what would you do? You go to Google and search with words like ‘restaurants nearby’ or ‘a place to visit for a couple of days nearby’. And then Google helps you find the right searches so that you can choose something that you like.

All of this is possible just because the businesses that want to get your attention to use digital marketing. Not only being the first name when you search for a restaurant or a holiday destination in your Google search but also constantly reaching out to you with the right content marketing, social media marketing strategy are parts of digital marketing.

The scope of digital marketing is huge. And if you start learning about it, you would see that you would need at least a year to have a fundamental grip over digital marketing.

We thought about this and tried to distill the most valuable information from digital marketing, so that, we can create a course that would be utterly valuable to you.

Which Skills will you learn in this Digital Marketing Course?

You will learn a ton. We’re highlighting here the most relevant ones –

Social Media Marketing: If you look out, you would see almost all businesses now understand the value of social media marketing and how it catapults a business from a mere newbie to a giant contributor to the marketplace. You will learn SMM incomplete details in this course.

SEO: SEO is a vast subject. In this digital marketing certification course, you would learn how to look at your content with the expertise of an SEO expert. And you would also learn SEO page optimization that will help you rank well on Google.

YouTube, Instagram, LinkedIn, Pinterest Marketing: Generally understanding social media marketing and understanding each social media with deep focus are completely different things. And you will learn both in this course.


Willingness to master digital marketing: If you don’t like to learn digital marketing, this course may not be for you. This course is particularly designed for people who want every element of digital marketing under one umbrella.

Basic common sense: Digital marketing isn’t rocket science. If you have basic intelligence, you can do this digital marketing course online. Of course, a fundamental understanding of digital marketing will help.

Target Audience

Students: Any student from any field can do this course. Learning digital marketing is an asset in today’s economy. It will not only help you get a job but also build a personal brand for yourself.

Professionals: No matter what profession you are in, you can do this course. This digital marketing certification course will teach you everything you need to learn to search for jobs (yes on social media) and also spread the words about who you are and how you can help.

Entrepreneurs: If you have a business, you need to know about digital marketing. Before you can hire a digital marketer from the market, you need to do everything by yourself. And without learning the nitty-gritty of digital marketing, it’s impossible.

Digital Marketing Certification FAQ’s Why should I do this digital marketing course?

Because there’s no better digital marketing course you would find in the market. If you’re willing to learn digital marketing, your search ends here.

I’m a mid-level manager working in the HR domain. Can I do this digital marketing training course?

Yes, you can. But you should first be clear about what you want and how this course can help you. If you want to help your company with digital marketing or want to start your own business, you can do this digital marketing certification course.

Sample Preview

Career Benefits

You would be able to get promoted to a higher rung: Digital marketing can help you promote your business or yourself to a higher rung. By learning and applying the techniques of digital marketing, you would be able to get promoted faster and achieve more for your company or business.

You will be way ahead than your peers: If you do this digital marketing course online, you would be way ahead than your peers since you would be able to embrace modern marketing and its principles in your life, business, or employment.

Digital Marketing Course Reviews

Great learning experience


Leena Papneja

Digital Marketing Certification


Bart Rebels

Great Tutorial


Flavio Cassini

Superb Online Digital Marketing Course!


Charles Lee Wai Wah

Digital Marketing Training Course


Antonio Elizondo-Corral

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