Insights and Optimization - Self-Guided Online
Duration: 6 hours
Skill level: All levels
Understanding the effectiveness of your digital marketing efforts in today’s ever-changing online environment extends far beyond baseline metrics and well into meaningful actions and conversions, and a serious understanding of what’s performing where, and how to continuously improve your content targeting, testing, optimizing and reporting.
This course maps out today’s most simple yet effective methods for gleaning insights, optimizing both organic and paid content, and spending every cent of your marketing budget like a brilliant, nimble ninja. Learn how to easily prepare meaningful reports, analyze data, share social media and digital marketing insights and benchmark your efforts for ongoing growth and success.
This is course #5 of 5 in our Digital Marketing Certificate program, and can be taken alone or as part of the complete certificate.
Upon completion of all 5 courses and the associated course requirements, your certificate will be issued, along with our utmost congratulations and continued support.
Register for the virtual courses or online certificate programs of your choice, and receive 12 months unlimited access to a suite of learning videos, program guides, workbooks, templates and tactical tools – keeping you in the loop and at the top of your game.
Upon registration, you will immediately receive login credentials for your Social School Course Dashboard, where all course materials can be found. Bookmark that page, log in at any time, and let your learning begin!
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
Founder & CEO, Social School
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.