Digital Marketing Certificate - Guided Online

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Overview

PROGRAM DESCRIPTION


Social School’s one-of-a-kind Guided Online Digital Marketing Certificate combines all 5 of our proprietary Digital Marketing Courses into one spectacular virtual learning program. The program is available across a scheduled 5-week timeframe, 3 times throughout the year.

Upon completion of all 5 courses and their corresponding requirements, you’ll be the proud new owner of a Digital Marketing Certificate from Social School.

Grab a seat and prepare to get schooled on the imperative technical skills you can no longer market without.

CERTIFICATION

Upon completion of all 5 courses and the associated course requirements, your certificate will be issued, along with our utmost congratulations and continued support.

COURSE ACCESS

Upon registration, you will immediately receive login credentials for your Social School Course Dashboard, where all course materials can be found when the program begins. Bookmark that page, mark the course delivery and live webinar dates down in your calendar, wait for your course arrival notification emails to start rolling in, and grow the digital skills you’ve been missing.

Following the completion of the 5-week Guided Online Certificate program, you have a full 12 months of unlimited access to your suite of learning videos, webinar replays, program guides, workbooks, templates and tactical tools to refer back to, keeping you in the loop and at the top of your game.

UPCOMING SEMESTERS AND PROGRAM CALENDARS

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Winter 2019 >> October 28 - November 28

SPRING 2020 >> May 18 - June 18

Winter 2020 >> February 3 - March 5

FALL 2020 >> September 14 - October 15

CURRICULUM & INSTRUCTORS

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Curriculum

PROGRAM OUTLINE


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COURSE 1: DIGITAL STRATEGY

MODULE 1: BRAND & REACH, CONTENT CURATION & CREATION, SOCIAL MEDIA MARKETING

  • Strategically outline your digital marketing business goals, anticipated gains and a brilliant roadmap to get there

  • Integrate your current - or intended - content marketing and social media efforts into a broader, more cohesive digital marketing plan with both paid and organic tactics supporting one another

  • Discover world-class content strategies for both new business and expanded offerings, and sustained, ongoing growth

  • Learn how to validate new market opportunities and scale your product, messaging and marketing efforts accordingly

MODULE 2: EMAIL MARKETING, DIGITAL STRATEGY PLANNING & EXECUTION

  • Gain a deep understanding of modern email marketing and its unique opportunities for your business

  • Discover the ultimate visual planning tools and content worksheets developed by the country’s top agency insiders for their global clientele

  • Implement extensive budgeting tools and templates for well-planned, high return paid digital campaigns

MODULE 3: WEBSITE, SEARCH & CONVERSION, ADVERTISING & PROMOTION, SYSTEMS & MEASUREMENT

  • Develop custom guidelines and best practices for better reach, resonance and return from your website, email marketing, blogging, social media and SEO efforts

  • Gain a thorough understanding of Google Analytics and exactly where your digital efforts are working or weak

  • Identify imperative pay to play opportunities within Google, Facebook, Instagram, LinkedIn, YouTube, Twitter and more via self-serve ad campaigns, promoted posts and sponsored content

  • Understand the meaningful metrics behind your site traffic, audience behaviours, acquisition, user flow and beyond


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COURSE 2: SEARCH ENGINE OPTIMIZATION

MODULE 1: WHAT IS SEO?

  • Learn the definition of SEO and how search engines work

  • Explore the features of the Search Engine Results Page

  • Debunk some of the most common SEO myths

  • Learn the differences between SEM & SEO

  • Discover the “Big Three” areas of SEO

MODULE 2: CRAWLABILITY

  • Learn how internal linking provides SEO value

  • See what types of errors search engines look for (and learn how to fix them)

  • Find out about the importance of HTML and XML Sitemaps

  • Discover why Google hates duplicate content (and how to avoid it)

  • Learn about the importance of Google’s crawl budget (and how to maximize it)

MODULE 3: CONTENT & KEYWORDS

  • Learn how Google understands website content

  • Find out about the basics of effective keyword research

  • Discover the key components of on-page SEO

  • Learn how to create an effective keyword map


MODULE 4: LINK BUILDING & REPORTING/RESOURCES

  • Learn about the importance of backlinks

  • Discover some of the best ways to build powerful backlinks

  • Find out about some of the key SEO reporting tools available

  • Learn about further readings and resources to help with your SEO


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COURSE 3: GOOGLE ADS

MODULE 1: FUNDAMENTALS AND FEATURES

  • How to setup your Google Ads account and link it with Google Analytics

  • Determining the best campaign types and extensions for your business

  • Understanding Ad Rank and the auction process

  • Developing the optimal budget for your campaign goals

 MODULE 2: RESEARCH AND AUDIENCE

  • Discover research tools and keyword selection to improve, optimize and ensure maximum value for your Google Ads dollar

  • Learn top targeting tools for serving up ads in small doses, or at scale to segmented custom audiences

  • View tags, create remarketing lists, and gather audience insights with Google Ads Audience Manager interface

  • Learn how to harness the power of retargeting to stay “top of mind” and move potential customers through the sales funnel

 MODULE 3: CAMPAIGNS AND ADVERTISING

  • Learn more about the campaign types available to you

  • Design standout search ad campaigns across the Google Search network

  • Dive into display ads and the rich visual interaction and engagement opportunities available

  • Create your first campaigns, and bring the whole design process together


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COURSE 4: ADVANCED FACEBOOK ADS

MODULE 1: PIXEL PERFECT CUSTOM AUDIENCES

  • Utilizing customer insights for advanced Facebook remarketing strategies

  • Creating custom audiences with Facebook Pixel tracking

  • New prospects, new markets – understanding Lookalike Audiences as the way to grow

  • Analyzing frequency caps and audience overlap

MODULE 2: HIERARCHIES, FUNNELS AND CAMPAIGNS

  • Mapping your campaign strategy, budget, assets and audience month over month

  • Awareness, consideration and conversion – understanding the customer journey

  • Building your funnel of exceptionally effective ad sets and assets to take your prospects from cold lead to hot buyer

  • CPC, CPM and CPA – proven methodologies to maximize your budget

  • Looking at the different available ad types for your campaigns

MODULE 3: MEASURING AND MONITORING

  • Split testing campaigns and leveraging cost-effective content

  • Improving audience actions, engagement and conversions with the right kind of content

  • Using the Google URL Builder for advanced tracking of traffic-driving content and top converting campaigns

  • Understanding social performance and data-driven insights through Google Analytics

  • Benchmarking your performance and continuous strategic improvement


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COURSE 5: INSIGHTS & OPTIMIZATION

MODULE 1: METRICS AND MODELING

  • Analyzing the specific behaviours of your online audience to understand the flow, journey, and user experience of your site and platforms

  • Identifying your broader business metrics that can be tied to marketing ROI

  • Setting up a measurement framework that’s specific to your business goals and social media / digital marketing maturity

  • Knowing your current customer journey and how it forms the foundation of your measurement framework

MODULE 2: BENCHMARKING AND TESTING

  • Using benchmarking to evaluate current paid and organic performance

  • Measuring the revenue impact of social

  • Best practices for A/B testing of both organic and paid content

  • Optimizing your organic reach based on audience insights and content type

  • Optimizing your paid reach based on cost per click, meaningful promotion and funnel methodology

MODULE 3: MEASURING AND REPORTING

  • Analyzing promoted content and paid ad campaign results for better performance across 
    multiple channels and platforms

  • Understanding the specific KPI’s of your digital campaigns and careful mapping of your 
    budget, audiences, assets and opportunities 

  • Creating meaningful templates for easy monthly benchmarking and results reporting

  • Identifying the ways in which your digital channels and user interfaces can better serve your 
    audience, grow your leads and convert to sales


PROGRAM SUMMARY

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Instructors
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Kelly Doody

Digital Strategy, Insights & Optimization

Kelly is a journalist-turned-digital marketer with an unrelenting passion for the knowledge-share community that is marketing today. In addition to leading Social School, she is the co-founder of renowned Canadian digital agency Press + Post.

Nothing makes Kelly happier than moving individuals and organizations toward becoming the masters of their online domain, and connecting the top digital trends and tools with the entrepreneurs and innovators who need them most.

Make her dinner and she’ll tell you the secret to the internet.


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Dan Dryfhout

Search Engine Marketing, Google Ads, Advanced Facebook Advertising

A senior digital marketing specialist at renowned digital agency Vovia, Dan is a sought-after faculty member in Social School’s Digital Marketing department.

With extensive experience managing data-driven digital ad campaigns for global brands, Dan is our go-to lead on Google, Facebook and Instagram ads, and the data insights that drives them.

When he’s not setting his sights on 30x ROAS for clients and students, he’s seeking mad back country adventures in his sweet purple Jeep.


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Adam Volk

Search Engine Optimization

SEO lead at award-winning agency Critical Mass, Adam lives to see businesses rise above the fold on Google’s coveted first page.

One of Social School’s most deeply versed digital marketing specialists and five-star faculty members, Adam helps students and clients alike cut through the online noise and achieve meaningful, measurable results using leading technology, compelling content, creative strategy and plain ol’ english.

We regularly rave to Adam’s wife Pam about how crazy smart he is, and she quickly reminds us not to let him know.