Attract and Engage Customers with Digital Marketing
5.0 /5- Offered byCoursera
Attract and Engage Customers with Digital Marketing at Coursera Overview
Duration | 21 hours |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Attract and Engage Customers with Digital Marketing at Coursera Highlights
- Earn a Certificate upon completion
Attract and Engage Customers with Digital Marketing at Coursera Course details
- In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages
- You'll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building
- You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs
- By the end of this course you'll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people's interests with products and services
Attract and Engage Customers with Digital Marketing at Coursera Curriculum
Introduction to attract and engage customers with digital marketing
Introduction to Course 2
Welcome to week 1
Customer personas for your target audience
How to create a customer persona
Introduction to the marketing funnel and its benefits
Awareness: Strategies to get customers introduced to a brand
Consideration: Strategies to build interest in your product or service
Conversion: Strategies to increase the conversion rate on a website
Loyalty: Strategies to increase the loyalty of customers after a purchase
Wrap-up
Course 2 overview
Helpful resources to get started
Learn to create customer personas
Activity Exemplar: Create two customer personas
How a business creates awareness for their products
How a marketer increases consideration for a business
How a marketer increases the conversion rate of an e-commerce website
How a marketer increases the loyalty of customers post-purchase
Glossary terms from week 1
Activity: Create two customer personas
Test your knowledge: Create customer personas for your target audience
Test your knowledge: Awareness and consideration stages of the marketing funnel
Test your knowledge: Conversion and loyalty
Weekly challenge 1
Understand search engine optimization (SEO)
Welcome to week 2
How does the Google search engine work?
How Google determines website rankings
Breakdown of the Google search engine results pages (SERPs)
Jake - The purpose and process of search algorithms
What is SEO and why is it important?
First steps before implementing SEO
Keyword research and recommendations
Daniel - Steps and tips a beginner digital marketer should take to optimize a website for SEO
Organize your website?s pages: Website structure and navigation
Wrap-up
Other popular search engines
Beginner SEO terms
Site hierarchy best practices
Glossary terms from week 2
Test your knowledge: How search works
Test your knowledge: The purpose of search engine optimization (SEO)
Test your knowledge: Keyword research and website structure
Weekly challenge 2
Apply search engine optimization (SEO)
Welcome to week 3
Optimize a website's content
Optimize images for a website
Craft effective titles and meta descriptions
Create structured data markup
Introduction to Google Search Console
Google Search Console reports and metrics
Wrap-up
Best practices for links and promoting a website
Make your website mobile-friendly
Learn more about titles and meta descriptions
Activity Exemplar: Improve webpage titles and meta descriptions
Establish your business details on Google
More tools and reports in Google Search Console
Bing Webmaster Tools
Glossary terms from week 3
Test your knowledge: Optimize a website's content
Activity: Improve webpage titles and meta descriptions
Test your knowledge: Help Google (and users) understand your content
Test your knowledge: Analyze search performance and user behavior
Weekly challenge 3
Search engine marketing (SEM) and display advertising
Welcome to week 4
Understand SEM and why someone would do it
Common SEM ad formats in Google Ads
Ginny - SEM and how to attract customers
How Google Ads works
Identify keywords and understand the ad auction
Best practices when creating a Google Ad in Search
Introduction to display advertising
How to optimize a responsive display ad for your goals
Wrap-up
Course wrap-up
Common SEM terms
Google Ads bid strategies
Case study: How Studley's Flower Gardens uses Google Ads to grow their business
Google Ads account structure and organization explanation
Creating a Google Ad
Activity Exemplar: Create an effective responsive search ad
Advertise on YouTube
Activity Exemplar: Optimize responsive display ads
How to create a responsive display ad
Glossary terms from week 4
Course 2 glossary
Get started on Course 3
Test your knowledge: Understand search engine marketing (SEM)
Activity: Create an effective responsive search ad
Test your knowledge: Apply search engine marketing
Activity: Optimize responsive display ads
Test your knowledge: Apply display advertising
Weekly challenge 4
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Attract and Engage Customers with Digital Marketing at Coursera Students Ratings & Reviews
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