DIGITAL MARKETING

MASTERY

www.rollaacademy.com
 MODULES

Introduction to Digital Marketing

Content Marketing

Social Media Marketing

Search Engine Optimization (SEO)

Paid Search (PPC) Using Google Ads

Display and Video Advertising

Email Marketing

Website Optimization

Analytics Using Google Analytics

Digital Marketing Strategy

 INTRODUCTION TO
MODULE DIGITAL MARKETING

1
Digital Marketing encompasses all
marketing efforts that use an electron-
ic device via internet. Businesses lev-
erage digital channels such as search
engines, social media, email and their
websites to connect with current and
prospective customers. This course of-
fers a practical guide to the core tech-
niques in digital marketing.

LEARNING OBJECTIVES

Gain indepth knowledge about the core concept of Digital marketing and its
different implementation strategies.

Get to know the reasons for increase in the digital marketing trend and its key
benefits for a business.

Compare the differences between digital marketing and traditional marketing

methods. Understand where to implement them in particular situations.

Find out the most essential digital marketing in demand skills in today’s world.

MODULE CURRICULUM

• Inbound and Outbound Strategies • Digital Research

• Digital Media Examples
• Traditional vs. Digital Marketing
• Principles of DMI’s 3i Methodology
• Digital Channels
• Smart Effective Objectives
• Audience Research
• Social Listening Platforms
• Social Listening and Audience
• Competitive Research Platforms and
Tools
• Competitive Research
• Platforms and Tools
• Industry Trend Research
• The Buyer’s Journey
• Five Marketing Functions
• 360 Digital Marketing Campaign
www.rollaacademy.com 3
 CONTENT
MODULE MARKETING

2 Content marketing is a marketing

technique of making and distribut-
ing valuable, relevant, and consist-
ent content to draw in and acquire a
clearly defined audience – with the
target of driving profitable customer
action.

LEARNING OBJECTIVES

Get the core concept of content marketing and its different techniques and
strategies.

Learn to evolve ideas for amazing content based on what your audience would
be interested in.

Learn to analyse the content of your competitor and create better engaging
content.

Efficiently review your content through the process of “content auditing”.

MODULE CURRICULUM
• Benefits of Content Marketing • Content Topics
• Qualities of Effective Content • Content Calendar
• Types of Content • Content Management Systems

• Content Alignment with the Buyer’s • Content Stakeholders

• Content Types and Formats
Journey
• Content Tools
• Community Management
• Content Creation and Curation
• Social Listening
• Content Creation Best Practice
• Competitor Content Analysis • Brand Components
• Content Audit • Content Personalization
• Content Marketing Goals • Content Marketing ROI
• Content/Business Goal Alignment
• Customer Personas

www.rollaacademy.com 4
 SOCIAL MEDIA
MODULE MARKETING

3 The term social media marketing (SMM)

refers to the employment of social me-
dia and social networks to promote a
company’s products and services. Social
media marketing has purpose-built data
analytics tools that allow marketers to
trace the success of their efforts.

LEARNING OBJECTIVES

Get indepth knowledge on working with the most important social media plat-
forms including facebook, instagram and linkedin .

Learn to work with facebook, instagram and linkedin effectively for your busi-
ness using each of its business features.

Implement the best practices and strategies while posting content on your
social media channels.

Learn to create social media campaigns using Ads Manager step by step and
optimize them.

Learn to use tools provided by social media platforms to analyse your cam-
paign insights and develope data-driven audience for your future ad cam-
paigns.

MODULE CURRICULUM

• Benefits of Social Media Marketing

• Social Media Marketer Responsibilities

• Influential Social Media Platforms

• Key Terminology

www.rollaacademy.com 5
• Community Techniques and Best Practices

• Content Sharing Best Practices

• Sharing Stories Best Practices

• Video Content Best Practices

• Hashtag Usage Best Practices

• Instagram Content Best Practices

• Facebook for a Business

• LinkedIn for a Business

• Instagram for a Business

• Campaign Set-up

• Facebook and Instagram Business Manager

• LinkedIn Ads Manager

• Campaign Tools Analysis

• Facebook Tools and Analytics

• LinkedIn Tools and Analytics

• Instagram Tools and Analytics

• LinkedIn Campaign Manager

www.rollaacademy.com 6
 SEARCH ENGINE
MODULE OPTIMIZATION

4 Search Engine Optimization, also known as

SEO means the method of improving your
site to extend its visibility for relevant search-
es. The higher visibility your pages have in
search results, the more likely you’re to gar-
ner attention and attract prospective and ex-
isting customers to your business.

LEARNING OBJECTIVES

Build a strong foundation on the concepts of SEO and its working.

Work with the steps to create a strategic SEO plan based on your business
goals.

Learn to conduct proper keyword research using various tools to help you
choose the right wording and phrases for your content.

Understand and work with the methods to bring your business on the top list-
ings of the Google Search results page.

Learn to analyse the results of your SEO plan by using analytic tools and SEO
Metrics to evolve better SEO strategies.

MODULE CURRICULUM
• Paid and Organic Search
• Key SEO Components
• Search Engine Introduction
• Common Search Query Types
• SERP (Search Engine Results Pages)
• SEO Objective Types
• SEO Audit

www.rollaacademy.com 7
 PAID SEARCH USING
MODULE GOOGLE ADS (PPC)

5 Paid search is a digital marketing

method within which marketers
place ads on search results pages
(SERPs) and obtain the engagement
that’s received by those ads. With
paid search ads, businesses bid on
ad placement to seem as a spon-
sored link on the search results page.

LEARNING OBJECTIVES

Understand the core concept of Paid Ad search by using Google Ads.

Learn to conduct keyword research and organize them to use it for your
google ads.

Understand and work wth google ad creation, its elements, testing and
extensions.

Learn to target your “potential audience”.

Learn to measure your google ads success by analysing your results using
Google Analytics.

MODULE CURRICULUM

• Paid vs. Organic Search
• Customer Use of Search Engines
• Paid Search Benefits
• Elements of Paid Search Campaigns
• Google Ads Manager Account
• Google Ads Best Practice
• Google Ads Account Elements
• Paid Search and SEO Keyword Research
• Google Ads and Paid Search Campaigns
• Paid Search KPIs
• Conversion Tracking
• Success Metrics
• Google Analytics Measurement
• Google Analytics and Search Console
Reporting

www.rollaacademy.com 8
 DISPLAY AND VIDEO
MODULE ADVERTISING

6 Display marketing is advertis-

ing on graphical screens on
the web. The advertising me-
dia used are images, videos or
animations, also as text links
and moving images, which
are delivered on various end
devices like desktop PCs or
smartphones.

LEARNING OBJECTIVES

Gain indepth understanding about the concepts of display and video

advertising.

Understand and work efficently with a YouTube Advertising.

Target the right audience for your display and video ads.

MODULE CURRICULUM

• Key Concepts, Benefits and Value

• Key Advertising Platforms

• Advertising Buying Mechanisms

• Strategy Objectives

• Google Ads Manager Account.

• Paid Search and SEO Keyword Research

• Google Ads and Paid Search Campaigns

www.rollaacademy.com 9
• Key Display Campaign Metrics

• Video Campaign Metrics

• Performance Analysis of Display Campaigns

• Performance Analysis of Video Campaigns

• Impact Performance Analysis

• Campaign Optimization

• Google Ads Display Ad Campaign

• Responsive and Non-responsive Ads

• Standard Video Ad Campaigns

• Targeting Types

• Audience Targeting

• Contextual Targeting

• Advanced Google Ads Features

• Configure Ad Exclusions

• Bidding Strategy

• Google Display Network Campaign Types

• Ad Formats and Sizes

www.rollaacademy.com 10
 EMAIL MARKETING
MODULE

7 Email marketing is a powerful market-

ing channel, a branch of digital market-
ing, that uses email to market your busi-
ness’s products or services. It can help
make your customers responsive to your
latest items or offers by integrating it
into your marketing automation efforts.

LEARNING OBJECTIVES

Have a strong conceptual idea about Email marketing.

Learn to draft Emails with catchy captions and awesome description to attract
your audience’s attention.

Create effective Email campaigns using the best Email marketing practices.

Find out which emails are best performing with your audiences using A/B test-
ing technique.

Get useful insights on your Email marketing campaigns to measure the perfor-
mance of your emails.

MODULE CURRICULUM

• Key Concepts

• Inbound Email Marketing

• Legislation and Regulations

• Key Strategy Principles

• Email Service Providers

• Recipient Sources
www.rollaacademy.com 11
• Contact Databases

• Email Writing and Design

• Subject Lines

• Copy Essentials

• Design Best Practices

• Call-to-Actions (CTAs)

• Image Best Practices

• Email Campaign Creation

• Delivery Factors

• Delivery and Placement Challenges

• Campaign Management Best Practices

• Test Components

• A/B Testing

• Mobile Optimization

• Bounce Rates and Unsubscribes Marketing Automation

• Benefits of Automation Tools

• Key Process Building Blocks

www.rollaacademy.com 12
 WEBSITE OPTIMIZATION
MODULE

8 Website optimization is the pro-

cess of using tools, advanced
strategies, and experiments to
enhance the performance of your
website, further driving more traf-
fic, increasing conversions, and
growing revenue.

LEARNING OBJECTIVES

Gain a deep understanding of planning out a website layout.

Use the important components to be incorprated withing your website.

Build a simple website with WordPress.

Get firm knowledge on the importance of mobile friendly websites and the
best SEO practices for your website.

Have a detailed picture on the importance of UI UX design, its principles , ben-

efits and web optimization.

MODULE CURRICULUM

• Website Optimization and SEO

• Optimization and Digital Marketing Strategy

• Design, Construction, Maintenance and Optimization

• in a Marketing Context

• Key Components of Web Design

• Match Website Activity to Goals

www.rollaacademy.com 13
• Use Goal Funnels to Analyze Customer Conversion Journey

• Website Hosting Options

• WordPress.org Setup

• WordPress Themes

• Web Design Principles

• Mobile-First Design and SEO

• Copy Best Practice

• A/B Best Practice Testing

• UX and UI Design, Benefits and Principles

• UX Assessment

• User Experience Improvement and User- Centered

• Design Methods

• Key Optimization Performance Factors

• Website Metrics and Developing Insight

• Website Monitoring

• Implement Monitoring and Optimization Best Practice

www.rollaacademy.com 14
 GOOGLE ANALYTICS
MODULE

9 Google Analytics could be a free

tracking and statistics software
that offers you vital insights on
how visitors find your site, what
they are doing after they get
there, and other important infor-
mation on the health of your busi-
ness: like eCommerce and lead
conversions.

LEARNING OBJECTIVES

Learn to use Google Analytics for data collection, measurment and evolve your
analysis for best campaign creation and audience targeting.

Understand the types of insights and its usage for different situtation.

Learn to work with different analytic tools to collect data for various purposes
of digital marketing strategies.

Learn to plan and use your budget wisely for your digital marketing plans and
objectives.

Learn to effectively manage and monitor your campaigns using Google Analyt-
ics Report.

MODULE CURRICULUM

• Insight Types for Digital Marketers

• Analytics Tools for Data Collection, Measurement and Analysis

• Google Analytics Benefits and Limitations

• Analytics Reporting Terminology

• Legal Requirements, Responsibilities and Best Practice

www.rollaacademy.com 15
• Creating and Configuring a Google Analytics Account

• Account Setup

• Tracking Code Installment

• Key Settings and Navigational Functions

• Account Settings and Filters

• Benefits and Risks of Sharing Access

• Linking Google Analytics and Other Tools Setting Goals with

Google Analytics

• Match Website Activity to Goals

• Use Goal Funnels to Analyze Customer Conversion Journey

• Campaign Types

• Audience, Acquisition, Google Ads, Behavior,

• Events and Conversion Reports

• Multichannel Funnels Reporting

• Analyzing and Recording Google Analytics Data

• Track Traffic Changes in Real-Time

• Custom reporting, Annotations and Custom Segments

• Standardized Data Process

www.rollaacademy.com 16
 DIGITAL MARKETING
MODULE STRATEGY

10 Digital Marketing strategy is a set

of actions planned out to achieve
your business goals at each step
of the marketing process. Each
goal is set based on your market-
ing objective priorty wise.

LEARNING OBJECTIVES

Learn to setup step by step objectives and measure them to see if your busi-
ness is able to reach them by setting KPIs (Key performance indicators).

Learn to develope a creative strategy using content based elements and crea-
tive format specifications.

Learn to build a stratgic digital marketing plan by understanding its core con-
cepts.

Learn to plan and use your budget wisely for your digital marketing plans and
objectives.

Learn to communicate your digital marketing strategic ideas and the best
practices you can implement while planning them.

MODULE CURRICULUM

• CommonBusiness Objectives and Campaign Expectations.

• Identitfy and Distinguish KPIs.

• Past Performance and Industry Benchmarks for Forecasting.

• Regular Performance Reviews with Digital Strategy Research.

• Key Research Activities.

www.rollaacademy.com 17
• Audit Factors.

• Audience and Competitor Research,

• Social Listening Study.

• Key Creative Strategy Ingredients.

• Maximise and Repurpose Creative Output.

• Content Strategy Elements.

• Strategy for Communication Plan.

• Digital Marketing and Digital Media.

• Resource Mapping.

• Budget Planning.

• ROI and Success Metrics.

• Media Planning for Paid Channels.

• Key Campaign Components.

• Stakeholder Communication Tools.

• Digital Marketing Strategy Best Practice.

• Reputation Management.

www.rollaacademy.com 18
TOOLS

www.rollaacademy.com 19
 COMPUTER INSTITUTE
CELEBRATING 27 YEARS IN UAE

COMPUTER TRAINING & SERVICES

CELEBRATING 27 YEARS IN UAE

UNITED ARAB EMIRATES FOR DIGITAL MARKETING SERVICES,

Sharjah-Ajman-Dubai CONTACT;
Rolla Computer Institute,
Phone No: +971 54 515 2444 Phone : +971 56 153 3313
Email : rollacomputers@gmail.com
www.rollaacademy.com