Lesson Notes: Module 2 - Digital Marketing and Social Media Strategy

Duration: 3 Weeks

Credits: 3

Lesson Topic 1: Fundamentals of Digital Marketing (SEO, SEM, Content Marketing)

Objectives:

Understand the core concepts of digital marketing.

Learn the principles of Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

Explore the role of content marketing in digital strategies.

Learning Outcomes:

Explain the difference between SEO and SEM.

Develop a basic SEO strategy for a website.

Create a content marketing plan aligned with business goals.

Notes:

Digital Marketing Overview:

Digital marketing involves promoting products or services using digital channels such as search engines, social media, email, and websites.

Key components: SEO, SEM, content marketing, social media marketing, email marketing, and analytics.

Search Engine Optimization (SEO):

SEO is the process of optimizing a website to rank higher on search engine results pages (SERPs).

On-page SEO: Keyword research, meta tags, content optimization.

Off-page SEO: Backlinks, social signals, and domain authority.

Technical SEO: Site speed, mobile-friendliness, and structured data.

Search Engine Marketing (SEM):

SEM involves paid advertising to increase visibility on search engines.

Pay-per-click (PPC) campaigns, Google Ads, and Bing Ads.

Keyword bidding and ad targeting strategies.

Content Marketing:

Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.

Types of content: Blogs, videos, infographics, eBooks, and case studies.

Content marketing funnel: Awareness, consideration, and conversion.

Lesson Topic 2: Social Media Platforms and Strategies (Facebook, Instagram, LinkedIn, TikTok)

Objectives:

Understand the unique features of major social media platforms.

Develop strategies for engaging audiences on different platforms.

Learn how to create platform-specific content.

Learning Outcomes:

Identify the strengths and weaknesses of each platform.

Create a social media content calendar.

Analyze the performance of social media campaigns.

Notes:

Facebook:

Ideal for community building and targeted advertising.

Use Facebook Insights to track engagement and reach.

Instagram:

Focus on visual content (photos, videos, Stories, Reels).

Leverage hashtags and influencer partnerships.

LinkedIn:

Best for B2B marketing and professional networking.

Share thought leadership articles and industry insights.

TikTok:

Short-form video content for younger audiences.

Use trending sounds and challenges to increase visibility.

Lesson Topic 3: Email Marketing and Automation

Objectives:

Learn the basics of email marketing.

Understand how to use automation tools for efficient campaigns.

Develop personalized email strategies.

Learning Outcomes:

Create an email marketing campaign.

Set up automated email workflows.

Measure email campaign performance.

Notes:

Email Marketing Basics:

Build an email list through lead magnets and opt-in forms.

Craft compelling subject lines and personalized content.

Automation Tools:

Tools like Mailchimp, HubSpot, and ActiveCampaign.

Automate welcome emails, drip campaigns, and follow-ups.

Metrics to Track:

Open rate, click-through rate (CTR), conversion rate, and unsubscribe rate.

Lesson Topic 4: Analytics and Performance Measurement (Google Analytics, Social Media Insights)

Objectives:

Learn how to use analytics tools to measure campaign performance.

Understand key performance indicators (KPIs) for digital marketing.

Interpret data to optimize strategies.

Learning Outcomes:

Set up Google Analytics for a website.

Analyze social media insights to improve engagement.

Create performance reports for stakeholders.

Notes:

Google Analytics:

Track website traffic, user behavior, and conversions.

Set up goals and monitor acquisition channels.

Social Media Insights:

Measure engagement metrics (likes, shares, comments).

Analyze audience demographics and peak activity times.

KPIs to Monitor:

ROI, cost per acquisition (CPA), and customer lifetime value (CLV).

Lesson Topic 5: Creating a Digital Marketing Campaign

Objectives:

Learn the steps to plan and execute a digital marketing campaign.

Integrate multiple digital marketing channels for a cohesive strategy.

Evaluate campaign success and make data-driven adjustments.

Learning Outcomes:

Develop a comprehensive digital marketing campaign plan.

Execute a multi-channel campaign.

Measure and optimize campaign performance.

Notes:

Campaign Planning:

Define objectives, target audience, and budget.

Choose the right mix of channels (SEO, social media, email, etc.).

Execution:

Create content and ads tailored to each channel.

Schedule and publish content using tools like Hootsuite or Buffer.

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