Online Marketing

8 Courses to Take to Make a Move In Digital Marketing – PCMag.com

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Take online courses in areas covering SEO, voice, and content to prepare for your next role in digital marketing.
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Digital marketing is the fast-expanding aspect of marketing that involves anything with a digital element. That includes work in social media, email marketing, search engine optimization (SEO), and digital advertising. If you’re looking to move your marketing career forward, or even get into marketing from some other field, then gaining skills in the discipline’s digital elements is an excellent career move. Even better, you don’t need to go back to college or business school to do it. There are plenty of quality courses in these subjects available online.

“Digital marketing encompasses any type of marketing that involves an Internet-enabled device and related technology to deliver advertising, messaging, content and/or communications to engage new or existing audiences with the goal of building business value,” said Heidi Cohen, Chief Content Officer of the Actionable Marketing Guide.

Staying current in digital marketing can be challenging as it moves just as quickly as technology. As an example, email marketing is exploding with products such as Salesforce Pardot offering features that let companies send automated messages if someone fails to open emails or has an e-commerce cart that’s left with products in it. Those capabilities are being bolstered by artificial intelligence and data analytics to not only better understand your marketing data, but also forge closer relationships with prospects and customers.

Online learning sites, such as Coursera, LinkedIn Learning, Udemy, and even YouTube have plenty of web-only courses available to teach you what you need to know for your next digital marketing role. Here are some recommendations:

  • 1
    Introduction to Digital Marketing

    ,For an introduction to digital marketing, try the course “Become a Digital Marketer.” You’ll learn how to integrate search, video, social media, email marketing, and display advertising into your marketing efforts. You’ll also get an introduction to Google Analytics and lead generation, which is the process of attracting new prospects.

    This course serves not only to introduce you to these aspects of digital marketing, you’ll also get a beginner’s glimpse into how they work. That includes things like the auction process to paying for important marketing keyword mentions, how to technology allows for automation in marketing, and how integrating data from marketing campaigns can help other aspects of the business.

  • Social Media Management & Analytics Tools

    2
    Social Media Marketing

    Social media management and analytics is all about steering a brand’s presence across sites like Facebook, Twitter, and Instagram; sites that have become key elements in many companies’ marketing strategies.

    John Marcinek, Group Director of Integrated Digital Marketing at Blue Fountain Media, recommends taking a course like “Social Media Marketing Mastery” on Udemy to prepare for a digital marketing role in social media.

    This course gives you the knowledge on how to promote a brand on YouTube, Pinterest, and other platforms. It also teaches how to create ads in social media and to target your messaging for the right social properties. For example, according to Marcinek, Pinterest has become something of a forgotten social brand for fields like fashion and food. “It’s a great place to advertise if it’s appropriate for your brand,” he said.

  • Email Marketing

    3
    Email Marketing

    Email marketing involves building subscribers for deals, content, and communications about product offerings and sending out scheduled blasts of marketing emails. To learn what you need to know in email marketing for your next role, Marcinek recommends the class “Managing Email Marketing Lists and Campaigns” on LinkedIn Learning. It’s taught by Megan Adam, a social media strategist.

    “This course teaches you how to build out your subscriber base, keep yourself focused, and manage email for the long term,” Marcinek said. It’s ideal for users who need intermediate training beyond simply understanding the basic features of a product like Mailchimp.

    The course helps you to decide which email marketing platform to use, how to build an email list, and how to optimize your email campaigns. It also covers email marketing automation and how to conduct A/B testing, which lets you send out two versions of an email to see which one is more effective for a particular audience translating into more responses or opened messages.

  • Customer Analytics

    4
    Integrated Marketing

    An area of marketing called integrated marketing melds multiple areas, including advertising, PR, and direct marketing, both from a strategic as well as technology perspective. To prepare for this aspect of digital marketing, Marcinek recommends the course “Integrated Marketing Communications: Advertising, Digital Marketing, and More” on Coursera.

    The course is taught by Professor Eda Sayin of the IE Business School, which comprises three educational institutions: the University of Chicago Booth School of Business, Brown University in Providence, Rhode Island, and Singapore Management University. The course covers how to combine multiple areas like PR, social media, and SEO into your marketing plans.

    Integrated marketing communications is part of a holistic marketing strategy, according to Marcinek. “Just performing advertising or just doing PR without them talking to each other, without a greater goal in mind, or aligning your business goals won’t get the same results without an integrated mindset,” Marcinek said.

  • SEO Marketing Analytics

    5
    SEO Skills

    SEO is a key way to build links and increase your traffic for your websites. To gain more knowledge in SEO, we recommend the course “Become an SEO Expert” on LinkedIn Learning. You’ll learn about SEO foundations, keyword strategy, and the difference in SEO locally versus internationally.

    In addition to its relationship to email marketing, a key thing to study regarding SEO is search intent. “It’s all good to be ranking for keywords you should be ranking for, but we need to ask why. Is it a vanity metric to satisfy people in the C suite?” Marcinek asked.

  • ebooks

    6
    Content Marketing

    A growing area of digital marketing is the field of content marketing, in which brands become publishers of articles, infographics, podcasts, and videos. You can choose key courses to take in this area as part of LinkedIn Learning’s “Become a Content Marketer” program. The “learning path,” or course series, includes an introductory course called “Content Marketing Foundations.” There are also introductions to blogging, newsletters, and podcasting.

    In addition to this course, Marcinek recommends “What Is Content Marketing and How to Do It” from HubSpot Academy. HubSpot also offers a marketing automation and email marketing platform. The course addresses how to build a content creation framework, generate content ideas, and measure your content. Marcinek says companies need to know when to invest in a piece of content, how to frame it, and how to build it in a scalable way.

  • Amazon Alexa Custom Interfaces Learn Piano

    7
    Voice Marketing

    A growing part of digital involves voice, in which you try to attract the attention of your audience using a voice-based device, Cohen noted. Amazon’s Alexa and Apple’s Siri are part of this growing space, and these products will play a role in voice search marketing, according to Cohen. To learn more about this topic, take the course “Voice Search Marketing” on LinkedIn Learning.

    John Jantsch, a marketing consultant and author of “Duct Tape Marketing,” teaches the class. You’ll learn how searching for products on computers, phones, and TVs helps marketers find customers. It also covers the background of how voice search is used.

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