Digital Marketing Strategist Certificate

Module 1 | Social Media

This module teaches trainees how to identify their target market, personified as a Buyer Persona. Identifying this Persona is key to determining the company's social media strategy (and digital marketing strategy more generally) since this Persona will not use all channels equally. Building on this awareness, the lesson moves to offer a foundational overview of the main social media channels (Facebook, YouTube, Pinterest, Twitter, Instagram and LinkedIn), and how these integrate with a successful social media strategy.

Module 2 | SEO (Search Engine Optimization)

This module explains what 'search engine optimization' means and presents an overview of a successful SEO strategy. A foundational understanding of various factors that affect SEO, including onsite (technical) and offsite (public relations, list building, Google Maps and YouTube), is provided. The lesson guides the trainees in auditing their current website's status with Google and explains which tools are best for tracking and monitoring growth for status with Google and explains which tools give trainees the questions to ask and the tools to use to either bring SEO in-house or be able to better monitor their vendor.

Module 3 | Google Ads

This module provides a foundational understanding of Google Search, Display and YouTube campaigns, how they work, and what a successful strategy looks like. It covers the benefits of the various campaign types, their challenges and how to avoid wasted ad spend.

Module 4 | Facebook & Instagram Ads

This module provides a foundational understanding of the Facebook and Instagram ad platforms, how they work, and what a successful strategy looks like. It covers which ad types work best for which business objectives and the targeting possibilities for reaching the trainees' ideal customers.

Module 5 | Google Analytics

This module covers the fundamentals of website traffic analytics. Its purpose is to help trainees understand how their customers engage with their website and determine which of their marketing channels are performing best using Google Analytics 4 and Google Tag Manager.

Module 6 | Public Relations (PR) & Influencer Marketing

This module explains what ‘public relations' means and presents an overview of a successful PR strategy. It provides a foundational understanding of various PR avenues, including traditional, experiential, influencer partnerships, and thought leadership. Trainees are guided in auditing their current social media presence and are taught the basics of a successful press release.

Module 7 | Email Marketing & Automation

Email marketing is a tried-and-true digital tactic that delivers high return on investment (ROI) and allows businesses to build strong direct relationships with their audiences. This module teaches trainees the fundamentals of email marketing and automation, how and when to incorporate it into their digital strategy, best practices, leading industry tools, email metrics and key performance indicators (KPIs).

Module 8 | Growth Marketing Strategy

The module will help participants combine their knowledge and skills from the first seven modules. Participants will learn to analyze data within a Customer Relationship Management (CRM) dashboard and digital marketing tools to track marketing performance, establish key performance indicators (KPIs), and develop performance optimization and growth recommendations.