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Individual Certification Program Outline

Individual Certification Program Outline

The Program Covers:

Session 1 & 2: Introduction to Digital Marketing:
  • Course Introduction & Overview
  • How does the Digital Marketing Arena look like in 2018?
  • What are the latest local & international digital marketing trends?
  • What is the WSI Digital Model?
  • What are the main digital marketing tactics available?
  • Business Goals VS. Digital Tactics
Session 3: Google Paid Search Advertising
  • Introduction to Google Advertising Program
  • Google Campaigns constituents
  • The Power of Keywords
  • Targeting options available 
  • Creating Ad Copies
  • The Bidding System & the Google Auction
Session 4: Creating a Google Adwords PPC Campaign
  • Keyword Research & Keywords Grouping
  • Ad Groups Planning & Implementing
  • Ad Copies Creation
  • Targeting & Bidding Setting
  • Billing Setting & Adwards Policies
  • Google PPC Campaign Launch
Session 5: Display Banner Advertising
  • Introduction to Contextually targeted banner advertising
  • When & why do you need a display banner campaign
  • Introduction of Online Display Ad planners
  • The Ad builder: Designing even if you are not a designer
  • Launching your first Display banner advertisement 
  • Other Networks & other methods of displaying your banner campaign
Session 6: Online Video & YouTube Advertising
  • Introduction to online video marketing
  • Online video marketing best practices
  • Introduction to YouTube advertising
  • YouTube ad formats & policies
  • Launching your first YouTube video campaign
Session 7 & 8: Social Media Communication 
  • Setting your Macro Social Strategy
  • Setting  your Social Policy
  • Facebook Communication Strategy
  • Facebook Advertising & Landing Pages
  • Facebook Applications
  • Twitter Communication Strategy
  • Twitter advertising
  • LinkedIn Communication Strategy
  • LinkedIn advertising
  • Google+ Communication Strategy
  • Introduction to Pinterest, Flickr, SlideShare, Instagram
Session 9: Search Engine Optimization
  • What is Search Engine Optimization?
  • On Page Optimization Elements
  • Off Page Optimization Elements
  • SEO Friendly Content
  • Page Importance & High authority Domains
  • Link Building & the Ranking Algorithm

Session 10: SEO in Practice

  • SEO analysis & recommendation for your company
  • SEO on page activities in practice
  • SEO off page activities in practice
  • Writing SEO friendly content exercise
  • Link building exercise
Session 11: Online Presence & Content Marketing
  • Website Audit & Recommendations
  • The Web Solution Era & what should each web solution in 2018 include
  • Setting your Content Framework
  • 7+1 Rule & landing pages
  • Setting your Content Blue Print
  • Micro Websites & Blogs - A true online presence is more than a website
  • Conversion Architecture - how are visitors converted into leads
  • Website audit for company detailed walkthrough
Session 12: Email Marketing 
  • How is Email Marketing Used properly?
  • Building your database 
  • Setting your email marketing strategy
  • The elements of a successful email marketing campaign

Session 13: Analytics, Measurement & Optimization

  • Interpreting Google Analytics Reports & website Optimization
  • Interpreting PCC search Campaigns Reports & Campaigns Optimization
  • Interpreting Display Banner Advertising Reports & Campaigns Optimization 
  • Interpreting Social Advertising Reports & Optimization
Session 14: Internet Business Analysis
  • Analyzing your overall Marketing Strategy
  • Lead Generation Analysis
  • Brand Exposure Analysis
  • Customer Retention Analysis
  • Conversion Architecture Analysis
  • Testing & Measurement Analysis
  • Problem/ Lost Opportunity VS. Digital Tactics
Session 15: Setting Your Digital Marketing Strategy
  • Setting an Online Lead Generation Strategy
  • Setting an Online Brand Credibility Strategy
  • Setting an Online Presence Strategy
  • Setting Prospect/Customer Communication Strategy
  • Setting an Exposure Strategy
Session 16: Course Assessment
  • Reviewing assignments
  • A Final assessment of the material covered
  • A Q&A Covering the previous material covered
  • Interpreting Results & Attendee course assessment
  • Assessment will be web-based
  • Distribution of certificates to attendees

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