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Explore website performance within a digital marketing framework
Assessment Strategies
Quiz, discussion board posting, Dimension assignment
Criteria
Summarize how digital marketers can improve website performance
Analyze a website using the 3 dimensions (traffic, conversions, revenue)
Differentiate between direct, paid, referral, and search traffic
Identify factors that lead to positive revenue performance
Recommend 5 suggestions to improve performance for assigned website
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Examine the fundamentals of inbound and outbound marketing
Assessment Strategies
Discussion board posting, HubSpot Video Series Project, Quiz
Criteria
Analyze proven principles of inbound marketing
Determine the differences between inbound and outbound marketing
Analyze benchmark digital marketing strategies for various sectors of business
Explain the opportunities to impact a buyer’s journey on the web
Summarize content differences throughout the buyer’s journey
Summarize the marketing goals of inbound/outbound marketing
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Prepare a Landing Page Analysis
Assessment Strategies
Discussion board survey, Quiz
Criteria
Landing Page analysis follows marketing template
Landing Page analysis contains 5 common landing page types
Landing Page analysis identifies a minimum of 10 Elements of Trust
Landing Page analysis is clearly organized and uses clickable links
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Explore Google Analytics
Assessment Strategies
Expert session video, Google Analytics case reports, expert session quiz
Criteria
Explain the 10 most common types of GA reports and how they are used
Identify relevant information from GA reports for decision making
Summarize key ideas from Expert Session on Google Analytics
Complete a conversion rate funnel using data from web and Google reports
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Complete the Google Analytics Academy
Assessment Strategies
Online Project
Criteria
Complete the 5-hour Google Analytics Academy for Beginners with a passing grade of 70%
Submit proof of certification from Google Analytics Academy
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Explore search engine optimization strategies (SEO)
Assessment Strategies
Written product - discussion questions, organic search activity, case study
Criteria
Explain why SEO is important to marketers
Explain the difference between on-site vs. off-site SEO
Define organic search and the idea of relevant content
Visit 3 different keyword planning sites
Investigate copywriting techniques to increase click-through rate
Explore fixed-placement and pay-for placement
Investigate web analytics as they relate to SEO
Use the “Answer the Public” site to find relevant keywords for an assigned client
Recommend content marketing opportunities for assigned case study
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Examine the fundamentals of email marketing
Assessment Strategies
Email project with Mail Chimp Program
Criteria
Explain the importance of email marketing for reaching client goals
Complete the Mail Chimp tutorial
Investigate popular Email programs and analytic dashboards
Describe how a marketer builds an e-list from various platforms
Explain the function of auto-respond as it relates to target segmentation
Create and send Email for assigned client following the Mail Chimp template
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Explore Remarketing strategies
Assessment Strategies
AB Testing activity/project, Quiz
Criteria
Explain how Remarketing works to improve results
Investigate ROI tracking tips
Describe how SEO and Remarketing work together for your website
Create an example of Remarketing in the Discussion Board
Analyze elements of AB Testing that include CTA, Price, Color, Quotes
Implement AB Testing for Retargeting Banners
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Create recommendations for a Digital Marketing Campaign
Assessment Strategies
Digital marketing campaign case study
Criteria
Create relevant content suggestions to improve organic search
Create recommendations on content calendar
Create recommendations to increase traffic to your site
Determine budget increase or decrease of SEO Channel
Provide PPC (pay per click) information within your plan
Provide site recommendations based on personas
Analyze email data
Analyze dashboard analytics to make action plan recommendations