Digital Marketing course for graduates by E-Shiksha Acadmey

1.Search Engine Optimization

What is On-Page Optimization?
Keyword Research with Google Keyword Planner.
How to Select a Domain Name?
Page Naming {URL Structuring} and Folder Naming
Image Naming, Image Title and ALT Tags Creation
What are Meta Tags
Description
Keywords
Author
Country
Robots
Redirection Tags
Headings Tags {H1 to H6}
What is Content Writing?
SEO Friendly Content Writing {Insert keywords in content}
Anchor Text, Link Title
Robots.text file use and creation
HTML Sitemap creation
XML Site Map Creation
Ror text sitemap
Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool)
Why is Alexa?
Alexa Integration

What is Off-Page Optimization?
What are Backlinks?
Why Backlinks are Important?
How to Get Backlinks?
Difference Between Do-Follow and No-Follow Backlinks
What is Google Page Rank?
How to Increase Page Rank?
Search Engine Submissions
Directory Submissions
Article Writing and submissions
Press Release writing and submissions
Blog Posting and comment writing
Classifieds posting
Forum Posting
Business Listing
Social Bookmarking
Social Networking
RSS Feeds

Search Engine Algorithms
Basics
What is Search Engine s Algorithms?
How Algorithms Works?
Why a Search Engine needs to update its Algorithm?
Search Engine Penalties and Recoveries.
Why a Search Engine penalizes a Website?
Advanced
How to optimize your site for Google Hummingbird Algorithm?
What is Google Panda Algorithm?
What is Google Penguin?
What is Google EMD Update?
How to save your site from Google Panda, Penguin and EMD Update?
How to recover your site from Panda, Penguin and EMD?

2.Social Media Marketing

Why care about Social Media?
Orientation to Digital Marketing and Social Media
Latest Stats and Trends about Social Media (Global & Indian)
Relevant Social Media Success Stories (Global & Indian)
Demystifying Community Building on Facebook
Orientation to Facebook Brand Pages
Edge Rank Algorithm: Why engagement is a key to success on Facebook?
How to create Facebook Marketing Strategy?
Facebook Applications for Fan Growth and Engagement
How to create Brand Ambassadors on Facebook?
Leveraging Facebook Insights for Success
Relevant Facebook Marketing Success Stories (Global & Indian)

Creating Facebook Marketing Strategy
From Objectives to ROI
Competitive Research
Strategy Presentation by Participants
Exercise: Participants to create Facebook Marketing Strategy for their organizations
Types of Facebook Ads
Facebook Ads vs. Google Adwords
Significance of CTR (Click Through Rate)
Optimizing Ad Copy & Targeting
Exercise: Participants to launch & promote live Facebook Communities

Twitter: The Jewel in the Social Media Crown
Twitter in Plain English
Twitter for PR, Brand Building, Customer Engagement and Thought Leadership
Leveraging Lists, Hashtags & Trends
Tools to listen & measure Influence on Twitter: TweetDeck, Klout, PeerIndex

Creating Twitter Marketing Strategy
Twitter Strategy Framework: From Objectives to ROI
Exercise: Creating Twitter Marketing Strategy

Leveraging LinkedIn for B2B Lead Generation
LinkedIn in Plain English
Lead Generation through Individual Profiles
Lead Generation as Enterprise: Company Page, Ads, Developer API, Groups
Exercises: Profile Makeover, Answers, Groups, Status Updates, Recommendations

Discussion on other Social Media Channels
Opportunity of other Social Media Channels (e.g. SlideShare, Pinterest, Google+)
Open discussion on approach to leverage them

Measuring ROI of Social Media
Guidelines for Measurement on Social Media
Importance of Qualitative Feedback
Framework for ROI Measurement
Creating ROI Metrics Dashboard
Tools to Measure ROI

Planning & Creating Multi-channel Social Media Strategy
How to choose relevant Social Media Channels?
Creating multi-channel Social Media Strategy
Resource Planning: In-house vs. Outsource, Key competencies, Tools etc

3.Search Engine Marketing

Search Engine Marketing Overview
Understanding Google search
Rule based personalization of marketing at internet scale
Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing

Pay per click overview
PPC Definition & how it function
Important Terms - Quality Score, Conversion Rate etc.
Quality Score Overview Understanding

Strategizing PPC campaigns
Setting objectives, goals & expectations
Actionable metrics for performance measurements
Formulating account structure
Effective segmentation of keywords
Usage of multiple match types
Non overlapping Ad Groups

Market Analysis
Understanding industry key drivers
Competitive Analysis
Organizational positioning
Targeting

Ad writing Techniques
Compelling ads that increase click through rates (CTR) lower costs
Understanding, Analyzing & Improving - Relevance & Quality score
Improve conversion rates Targeted ads & relevant landing pages
Ad Preview tool
Best Practices like using features such as reviews, +1 button etc

Campaign Management
Overview of the tools
Understanding advance functionality

Bid Management Plan
Understand bidding strategy
Manual vs. Automated bid management
Different bid management features CPA bidding, position preference etc

Effective landing pages
Importance of UI/UX design
Call to Action

Performance Tracking
Set campaign objectives & goals
Define Performance metrics
Monitor PPC activity with Google Analytics

Decipher User Psychology
Understand & connect with the user
Benefit from search behavior of prospective customer

Reporting & Analysis
Integrate PPC account with Google Analytics
Understanding reports and define the future plan of action Testing
Multivariate Testing
A/B split Testing

SEM Management (Other Opportunities)
Remarketing
Mobile Advertising
Display & Video Formats
Optimize the display network campaigns
Track & measure view through conversions

4.Affiliate Marketing
Advertiser
Publisher
Consumer

5.Mobile Marketing
Introduction
Mobile Advertising
Understanding the market

6.InBound Marketing

Attracting your potential customers into conversion funnel
Various ways to build reach through Digital Marketing
What are Engagement Magnets?
How to identify right set of engagement magnets for your business?
Effectiveness of various Engagement Magnet
Digital Reach Building Strategy through Inbound Interest Generation
Converting your prospects into leads using emails
What is Audience aggreation?
Benefits of Audience Aggreation
How to do Audience Aggreation thrugh Emails

Conversion Optimization:
Role of Conversion
Understanding Customer Psyche
Conversion Optimization User Flow and Persuasion
Online Persuasion
True meaning of Landing Page
User Flow and Online Persuasion
Conversion Optimization Patterns for Engaging website Visitors
Patterns for Engaging Website Visitors
Pattern#1 Pop-Ups
Pattern#2 Pop Under Call to Action
Pattern#3 - Inside Article CTA
Landing page
Conversion Oriented Landing Page Design
Investment in Landing Page
Is it for me?
What is it?
Critical concerns to address on landing page
What s the next step
Life Cycle Emails
Life Cycle Emails: What and Why?
Lead Nurturing with Drip Email Marketing: How?

7.Web Analytics
Introduction
Navigating Google Analytics
Traffic Sources
Content
Visitors
Goals & Ecommerce
Actionable Insights and the Big Picture
Web analytics tools
Making better decisions
Summing up
Common mistakes analysts make
Social media analytics
Social CRM & Analytics

8.Email Marketing

Deliverability
Setting up an Email Marketing Machine
ISPs
Hosting Facility
MTA
IP/DNS
Shared vs. Dedicated IPs
Reverse DNS
MX Record
White listing
Response Handlers
Bounces

Effective Email Content
Conversation
Relevance
Incentives
Timing
Creative & Copy
Attributes

Customer Acquisition Strategies
Rented List Emails
Co-branded Emails
Third Party email Newsletters
Viral Emails
Event Triggered Emails
House e-newsletters

Effective Creative
Introducing: CRABS
Does your email have crabs?
Email template model
Best Practices
NLP Demonstrations (neuro linguistic programming) to understand customers better

Nurturing & Automation
Tools to enhance lead nurturing
Enhance better reach
Analyze behavior patterns
Analytics
Automation and more

Resources to do situational analysis and progressive
Customer personal tool kit
Complete email marketing worksheet
Content Editorial Calendar
Digital Marketing Strategy toolkit
Email contact strategy template
Email campaign calculator
Email Marketing Health Check
Structuring Digital Marketing Team
Web resources to improve subject lines, html codes, spam testers and deliver ability issues