Reaching Customers Digitally
Every company knows that to attract new customers and retain existing ones, they must be able to harness the opportunities that the internet provides. To reach this target market online, you’ll need an effective digital marketing strategy.
In this course, you’ll learn about marketing communication strategies that will help you connect with your customers. You’ll explore the digital marketing funnel, which can lead your customers from considering your product or service to actually buying it.
In addition, you’ll learn about digital marketing planning and the role of social media in marketÂ
40 Minutes
- Recognize types of marketing communication in action
- Recall the importance of the zero moment of truth in digital marketing
- Recognize the types of marketing channels and activities associated with each stage in the digital marketing funnel
- Recall the steps in a digital marketing planning effort
- Recall the benefits and concerns related to social media marketing
- Recognize the value of various types of social media in a digital marketing strategy
- Use digital marketing within your organization
Helping Customers Find You
In addition to social media marketing, many companies are now using search engine marketing (SEM) to reach out to their target markets. SEM is one of the most powerful digital marketing tools available, eclipsing traditional advertising.
In this course, you’ll learn about the importance of SEM, and how it can help bump your site to the top of a search engine results page. You’ll explore search engine optimization (SEO), as well as organic tactics for improving your website’s ranking.
You’ll learn about offsite strategies to help you leverage external organizations. And you’ll also discover paid for search tactics to help you target interested customers in your market.Â
40 Minutes
- Recognize the urgency and relevance of search marketing for your business
- Analyze elements of a web page for their impact on search engine optimization
- Identify the SEO impact of the formatting, headline, and keyword elements of a web page
- Recognize offsite SEO methods that enhance your SEO ranking
- Recognize how to capitalize on search engine advertising strategies
- Recognize SEO strategies and techniques
- Expertise Level
Managing Your Corporate Reputation Online
Social media pages, user review sites, and online communities are some common digital marketing tools used to connect with your target market. These tools, however, can also be used by customers to rate – and complain about – a company’s products or services. Without proper online reputation management, your relationship with your customers may be irrevocably damaged.
In this course, you’ll learn how to build and maintain relationships with your online customers to protect your corporate reputation. You’ll also learn how to use digital PR, blogs, and online user communities to drive your brand.Â
50 Minutes
- Recognize the four major trends of the digital revolution
- Recognize how to intensify your connection with consumers
- Recognize the scope and potential of online PR
- Recognize how to generate traffic for your organization’s blog
- Recall uses of social communities in an online PR strategy
- Respond appropriately to a media crisis
- Use strategies for managing reputation through content marketing and online PR
Embracing the Digital Opportunity
The growth of mobile devices and social media have dramatically changed how consumers interact online. This has had a profound effect on how businesses market services and products to their customers.
The facts about Digital are compelling. People prefer to interact online, mobile devices now account for over 50 percent of web page views, the current worldwide total number of Internet users is 4.5 billion, and social media users worldwide represent 3.2 billion people.
In this course, you’ll learn how digital provides opportunities for understanding the customer journey, creating sustainable business growth, and fostering more highly functioning organizations, teams, and individuals. You’ll also learn how organizations can benefit from applying digital technologies and practices to their marketing plans and strategies.
This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com)
For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft.Â
50 Minutes
- Discover the key concepts covered in this course
- Identify the opportunities and challenges for businesses as consumer behavior changes with advances in digital technology
- Recognize how businesses need to adapt to fulfill changing customer expectations in response to advances in digital technology
- Identify how digital technology has disrupted both the structure of businesses and how they market services and products to customers
- Match the stages of the customer journey to their associated digital touchpoints and the behaviors they typically drive
- Identify the opportunities and challenges digital innovation and transformation present for all functions within an organization
- Recognize that adopting digital best practices can help grow and sustain a business and present opportunities for organizations
- Knowledge Check: Reviewing Your Digital Opportunity Skills
Building a Digital Market via Websites and Email
According to recent research, over 90% of business-to-business customers carry out online research before they make a purchase decision. It’s clear that it’s important for every business to have an online presence. Today, when customers have a need or a problem to solve, the first step is to search for an answer online.
In this course, you’ll learn about how customers search for solutions to their needs and how businesses can match those searches with the right online presence.
You’ll also learn how an online presence can be designed to engage and connect with customers, building strong relationships to support your business, as well as how you can increase conversion by optimizing your website content for searches.
Finally, you’ll examine the role of email marketing, which continues to provide one of the highest returns on investment of any digital channel by examining the key elements of compelling email communications, including how they align to your customer’s journey, and how they can help you to achieve your business objectives.
This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com)
For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft.Â
0.6 Hours
- Discover the key concepts covered in this course
- Recognize the indications that online searching has become the predominant pathway driving consumer discovery and action
- Identify the critical benefits and advantages for businesses that use a website to engage with customers
- Identify the best practices of websites that consistently drive high volumes of online search traffic
- Identify the best practices for providing a quality online user experience for consumers
- Identify best practices for using the customer journey model to maximize valuable customer actions
- Recognize the key challenges that successful email marketing campaigns need to address
- Identify the advantages of email marketing for engaging customers and driving conversions
- Match the characteristics of well-designed email marketing campaigns to the valuable outcomes they facilitate for customers and businesses
- Knowledge Check: Reviewing Your Digital Market Skills
Social Media and Social Selling
More than ever, people are using social media. They aren’t just interacting with friends, but with businesses as well. Today, customers expect businesses to reach them on social media. As a result, social media not only gives businesses invaluable customer data, it provides an effective way to promote products and services to grow the business as well.
In this course, you’ll learn the key features and benefits of social media for businesses, and become familiar with its key concepts and terminology, essential to understanding the role it can play in engaging with customers, providing support, advertising, and generating business. You’ll also learn about the most popular social media tools, and how personal branding and an active community can be a real differentiator for your organization, and how it can support your overall business objectives.
This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com
For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft.Â
0.7 Hours
- Discover the key concepts covered in this course
- Identify the advantages and key features of social media for engaging with an audience
- Recognize key features of social media platforms used by businesses to engage customers
- Recognize the benefits to a business of engaging customers on social media
- Identify the benefits to a business of building an active social media community
- Recognize the advantages of using paid social media advertising for businesses
- Recognize the benefits to a business of including social media in its overall digital strategy
- Identify how businesses use common social media to support their digital strategy
- Recognize the differing characteristics of social selling and traditional selling approaches
- Identify the benefits to a business of building a personal brand on social media
- Knowledge Check: Reviewing Your Branding and Selling on Social Media Skills
Creating Effective Social Customer Service
Social media and mobile use are closely linked, which means customers are more likely to connect with businesses for customer service when it suits them. Customers prefer social media for contacting businesses because they can multi-task while waiting for a response.
This gives customers more control over the communication channel, so businesses must have a plan to manage expectations and engage with customers on their terms and in the social media platforms they frequent.
In this course, you’ll learn about the importance of using social media for customer service, the changes brought about by social customer services, and how companies are adapting to this new way of addressing customer issues. You’ll also learn how changes in the behavior and expectations of customers have impacted customer service and become familiar with the advantages of social customer service for businesses, gaining an understanding of the importance of other digital tools to support your customers.
Finally, you’ll explore the challenges of social customer care and the strategic approaches that you can implement to improve customer service.
This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com)
For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft.Â
50 Minutes
- Discover the key concepts covered in this course
- Identify examples of the changing behaviors and habits of customers when engaging with the customer service function in a business
- Recognize the changed expectations customers have when communicating with a business over social media
- Recognize best practices for effective social customer service that can increase the volume of successful service responses for a business
- Identify the advantages of providing effective social customer service for business
- Recognize the different benefits of using live chat and chatbots to support customer service
- Recognize how social listening tools enable a business to anticipate and exceed customer service expectations
- Recognize common challenges facing effective use of social customer service
- Identify the advantages of social customer service that enable businesses to continually improve customer experience
- Knowledge Check: Assessing Your Skills for Effective Social Customer Service
Assessing Digital Challenges and Risks
With the rise in Digital, businesses are challenged to carefully consider how customer and employee data are captured, stored, and retained. Because data security risks such as data breaches and cyber threats regularly affect organizations, businesses do well to plan, manage, and mitigate against these internal and external risks.
Without careful management, risks can easily get out of hand, especially in a social media environment. This can cause serious damage to a business or its brand.
In this course, you’ll learn about the risks that can affect organizations online, how, without careful management, they can grow beyond control, and ways to manage and mitigate against them.
You’ll also review the potential impacts of various risks related to Digital, such as a data breaches and cyber threats, and how proper planning can prevent them.
You’ll explore how the rise in social media increases the likelihood that small events can quickly become a global issue for a company, and how issues that arise must be treated with care, using pre-defined guidelines.
In addition to these risks, you’ll examine various business challenges associated with Digital, such as lack of digital skills faced by many companies, the need for innovation, and difficulties related to an organization’s structure.
Finally, you‘ll review evolving regulations around the use of Digital, and how to ensure that your approach is aligned with local market requirements.
This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com)
For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoÂ
50 Minutes
- Discover the key concepts covered in this course
- Recognize the critical consequences of a data breach for a business
- Recognize common internal and external digital security risks that businesses need to protect against
- Identify types of threats to data that businesses need to protect against
- Recognize key elements to include in a business’s risk mitigation strategy
- Recognize the value of including operational requirements in a business’s risk mitigation strategy
- Identify best practice processes and digital tools that businesses use to manage and respond to a live crisis
- Recognize key challenges facing businesses undergoing a digital transformation
- Identify key policies and legislation governing data protection and data privacy internationally
- Knowledge Check: Reviewing Your Skills for Managing and Mitigating Digital Risks
Expanding Your Digital Mindset
Digital technology brings the power to transform interactions within business, but it’s imperative that organizations are agile enough to respond in an ever-changing digital landscape. Digital also enables easier review of digital metrics. By consistently measuring key metrics and performance indicators, Digital helps businesses to learn from each cycle of the process to inform the next iteration.
In this course, you’ll learn that a digital mindset means understanding the power of digital technology to transform interactions within the business and you’ll gain a richer set of customer insights by analyzing the way they interact with your organization through your digital assets. This in turn can help you to understand the customer journey and to improve the experience for your customers, which further increases engagement and conversion.
You’ll also explore the customer and company benefits of adopting a digital mindset and how an agile approach involves frequent reviews, allowing businesses to lower their costs and to increase their market reach more efficiently.
Finally, this course shows you how to solve problems differently with Digital, and how adopting a digital culture and mindset can add value to your business, your organization, your department, and your own role. In this course,
This course was developed in partnership with the Digital Marketing Institute. (www.digitalmarketinginstitute.com)
For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website: https://digitalmarketinginstitute.com/lp/skillsoft.Â
30 Minutes
- Discover the key concepts covered in this course
- Identify key characteristics of an agile approach to the development of digital products and services
- Recognize the advantages of using Digital when setting and reviewing business goals in a digital transformation project
- Recognize the advantages of using digital analytics with Key Performance
- Indicators to monitor business performance
- Identify the opportunities Digital presents to enable you to work more effectively in your own role
- Identify best practices for supporting the development of a digital culture and mindset within an organization
- Knowledge Check: Applying a Digital Mindset
