This course begins by helping you use key marketing tools like persona development,
target market interviewing, and “buying center" analysis to establish your approach to
growth. Then, you'll develop analytical skills that will enable you to understand what's
working, where it's working, and what needs to be changed. You'll start with a section
on web traffic analysis before moving onto lean analytics. Then you'll develop the ability
to design and track digital conversion funnels which, when combined with lifetime
customer value (LTV) and customer acquisition cost (CAC), will enable you to find
opportunities to bring new customers into your ecosystem on a revenue-positive basis.
In the second half of the course, you'll develop a user-centric approach to marketing.
You'll start with a section on the new social media marketing landscape and then move
on to viral marketing and public relations. Then, you'll get a crash course in SEO for
online destinations as well as for content marketing so that you can ensure that your
content is discoverable on the web. The email marketing section will introduce you to
automated email marketing strategies and also develop your ability to use email
marketing platforms to manage a group of email list subscribers. The course wraps up
with a section on paid acquisition and online advertising so that when you have an
advertising budget, you'll know how to use it.