ClickZ Academy presents a range of online certified courses developed exclusively for marketers at every level and business type.

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1 ACADEMY

2 ClickZ Academy presents a range of online certified courses developed exclusively for marketers at every level and business type. ClickZ Academy (formerly SES Training) online courses afford you the freedom to get in-depth training from any location, any time. These practitioners have designed a comprehensive curriculum that will empower marketers to become the top performer in their field. Our courses have all the benefits of the existing SES and ClickZ events program with a number of additional advantages: Hands-on project and evaluation In-depth online assessment Downloadable, printable Certificate of Completion Customizable program Convenient access that eliminates the need to spend on travel The ClickZ Academy course selection includes: Online Marketing Foundation 12 modules providing an introduction to online marketing plus a detailed look at each discipline including SEO, , online PR, social media, and much more. SEO 6 modules covering all aspects of search engine optimization to ensure that marketers focus their efforts on what counts. Paid Search Strategies 8 modules covering the basics, such as building a keyword list and writing effective advertising copy and more advanced topics such as Google match types and AdWords extensions. Social Media 10 modules to help you engage with customers and prospects on social networks and use tools to better manage relationships and achieve business results. Strategy 7 modules to help you maximize your marketing efforts, with topics including restrictions in different countries, building your data list, ROI, and much more. W W W. C L I C K Z A C A D E M Y. C O M

3 Online Marketing Foundation These 12 modules provide an introduction to online marketing and cover each of the different disciplines. MODULES SEO Web Analytics Demand Generation Pay Per Click Usability Online PR Content Marketing Strategy Strategy Mobile Marketing Strategy Social Media Information Research All modules are accredited by CPD Certification Service W W W. C L I C K Z A C A D E M Y. C O M

4 These 12 modules provide an introduction to online marketing and full coverage of each discipline. SEO Authored by Mark Jackson This module will make sure that your customers can find you using organic search: Differences between SEO and SEM The features of today s search results The importance of the keyword The steps in the SEO process The importance of measurement and analytics Web Analytics Authored by Thom Craver This module shows you how to use the statistics that you have generated in relation to clicks, hits, and visits to determine your strategy: What web analytics means to you as a business owner How data is collected and which method will work for you How to decipher data and interpret it to meet your business objectives How to set and track your goals and increase your conversion rate and your ROI Tactics for tracking and interpreting online and offline visitors by: Tracking events Traffic sources campaigns Tracking links ONLINE MARKETING FOUNDATION I 3

5 Demand Generation Authored by Crispin Sheridan After this module, you will: Define demand generation and the key terms and acronyms used in this area Differentiate between B2C and B2B tactics Identify the 6 stages of the B2B sales cycle and the length of these cycles to conversion List the key tactics for generating leads and appreciate their relative success vs. cost Know several methods for optimizing conversion rates including: The use of A/B & MVT What to test and the quality of leads Measure KPIs leads, CPL, Sales, ROI Appreciate some of the consideration in converting leads to sales Pay Per Click Authored by Kevin Lee After this module, you will: Understand the benefits of balancing SEO and PPC resource allocation to obtain marketing objectives Understand the importance of relevant keywords and phrases to optimize the opportunity of each Know how to optimize your quality score through a knowledge of the factors which go into Google s Quality Score and Ad Rank Identify how to develop your AdGroups, and what you need to remember when structuring them Appreciate post-click behaviors and optimizing around balance rates and stickiness Identify the best strategies for optimizing retargeting opportunities as well as appreciate when you may not want to retarget ONLINE MARKETING FOUNDATION I 4

6 Authored by Jeanne Jennings By the end of this module, you will: Appreciate how useful can be as part of your marketing mix Know the importance of permission in marketing and the 2 primary types to consider Understand the importance of online calls to action when growing your list Understand the importance of the online registration page and know how this can be improved to best utilize your website s traffic Know the different types of and when it is best to use them Understand why it is important to recognize the issues with deliverability Recognize the laws regarding marketing and understand the general practices which make it easy to comply with the laws in almost every country Know the importance of tracking opens and clicks and how to do this Usability Authored by Shari Thurow By the end of this module, you will: Appreciate the fundamentals underlying website usability, including: How it is defined and measured in the context of tasks and goals The 6 steps to website usability Why usability is an important factor to make and save you money Be able to list the key usability activities including usability testing and heuristic (expert) reviews and describe: What usability testing includes Advantages and disadvantages of focus groups Appreciate what usability professionals are actually measuring Understand the myths and misconceptions regarding website usability, including: The best time to conduct usability tests on a website Whether you are testing the website of the users Whether a focus group is a usability test ONLINE MARKETING FOUNDATION I 5

7 Online PR Authored by Lisa Buyer By the end of this module, you will: Know the different topic areas that you can cover in an online press release Appreciate whom you are writing for and the different content Understand that keyword research is required, that your chosen topic will dictate the keyword, and how keyword tools work Know the format for writing a press release and the best ways to make newsworthy and engaging content Understand how multimedia such as images and videos can be used within a press release to optimize your online PR plan Recognize the tools available that can be used to analyze and measure the distribution of your press release Recognize how social media can be used to optimize SEO and understand how to build a special media content strategy to distribute content Content Marketing Strategy Authored by Heidi Cohen By the end of this module, you will: Understand how integrating your content marketing goals with your overall business goals will support your business development Recognize the potential content areas across your organization and the various ways this can be reproduced in social media Utilize user-generated content by working with online communities to generate feedback on your business Recognize the importance of an editorial calendar and understand the factors you should consider when deciding what content to use and when Identify how the metrics that already exist in your organization can be used to build up and support your content marketing strategy ONLINE MARKETING FOUNDATION I 6

8 Social Media Authored by Li Evans By the end of this module, you will: Understand that social media can be an efficient marketing channel and that using Twitter, Facebook, and other channels is a good way to disseminate your content Know the importance of planning your strategy when marketing in social media and that this must fit in with the business goals you hope to attain Know who your audience is and where the communities are that you should engage with Research how and why you should interact with your audience and how to get the most value from this relationship Learn what you can look for to measure your campaign s success Include details of your social media campaigns with your other marketing strategies to integrate your content, remembering that social media doesn t happen on its own Mobile Marketing Strategy Authored by Heidi Cohen By the end of this module, you will: Understand the meaning of mobile marketing and the benefits it will have for your overall marketing strategy Know the variety of options available within mobile marketing and the benefits these will have for your business, with a focus on SMS and Appreciate the value in the different mobile marketing media, including advertising, mobile phone apps, and mobile video Understand the important differences to consider when developing your website for a mobile market and how to facilitate a smaller screen with a slower connection Learn the 7 mobile website must-haves and the 10 mobile metrics for measuring your success ONLINE MARKETING FOUNDATION I 7

9 Strategy Authored by Krista Neher By the end of this module, you will: Understand how approaching internet marketing strategically, by defining your goals and objectives, will increase the chances of success for your business online Know the 8 stages of the social media plan and how these will benefit your business Appreciate the value in including a relevant call to action to your online content and how to link this to the overall goals for your online marketing strategy Understand how to measure your online success as a business value focused on a high return on the time, money, and resources that have been invested in your online strategy Understand what it means to use a balanced approach to measure your online success and the importance of tying this back to your overall business results MODULE COMING SOON Information Retrieval Authored by Mike Grehan This is an overview of information retrieval on the web from an SEO perspective, and how frequent changes affect the design and implementation of search engines. ONLINE MARKETING FOUNDATION I 8

10 6 modules cover all aspects of search engine optimization. MODULES Keyword Research & Mapping SEOThese Fundamentals & Best Practice Project Management Link Building Research Optimized Copywriting All modules are accredited by CPD Certification Service W W W. C L I C K Z A C A D E M Y. C O M

11 These 6 modules cover all aspects of search engine optimization. Keyword Research & Mapping Authored by Bill Hunt After completing this module, you will be able to: Understand the universe of keywords Ensure searchers can more effectively map your content This is achieved through: Consideration of several keyword tools Review of techniques for keyword mapping and prioritization Review of best practices Fundamentals & Best Practices Authored by Bill Hunt This module will help you ensure that your site is search friendly to encourage the maximum number of visits through: A review of how search engines works An appreciation of the 4 fundamentals of SEO: Indexability (ensuring that all of the pages on your site are seen by search engines) Relevance (making sure your pages are relevant to the query through the appropriate use of keywords) Authority (the usefulness of links and how to successfully build them) Clickability (encouraging more clicks by ensuring that your SERP snippets are relevant) The module concludes with a review of best practices of SEO. SEARCH ENGINE OPTIMIZATION I 10

12 Project Management Authored by Mike Moran From this module you will learn how to: Use direct marketing principles to integrate SEO into a marketing strategy and plan SEO programs through: Identification of projected revenue and costs Ability to prove usefulness Make SEO operational, in particular how to: Monitor activity Use scorecards to motivate teamwork Select the right metrics to monitor Establish early warning systems when things go wrong Set up central teams to assist the extended teams in larger organizations Differentiate between running SEO campaigns and using project management principles to: Align SEO into your strategy Plan out programs Use tactics to identify problem areas Link Building Authored by Bill Hunt Upon completing this module, you will be able to: Define links and appreciate their importance for SEO Differentiate between internal, external, and incoming links, as well as reciprocal, triangular, and one-way links Develop efficient link-building strategies through: Identification of why users should link to you Construction of an asset matrix of content to satisfy needs Construct an efficient content distribution strategy Identify key link acquisition concepts and how to choose quality links The steps in the SEO process SEARCH ENGINE OPTIMIZATION I 11

13 Research Authored by Bill Hunt In this module we consider the items that should be periodically reviewed in a search program to ensure it is being optimized, covering the key SEO diagnostics that you need. By the end of the module you will be able to answer the questions: How are we doing and how to benchmark? How and what is my competition doing? What opportunities am I missing? This module provides you with the tools to be able to: Understand your business goals Baseline your current state and desired outcomes Monitor performance against baseline Develop cost of not ranking analysis Develop missed opportunity analysis Use multiple tools to monitor competition Diagnose site performance Optimized Copywriting Authored by Lisa Buyer After this module, you will: Understand the meaning of optimized copywriting and the benefits it will have for your online marketing strategy Learn the 3 fundamentals of search engine optimization Understand the value of good copywriting and how these set the law of attraction for websites, social media news, and blogs Know the importance of keywords and how these can be used in your copy to get the best results in a search Understand how to use links and calls to action in your copy to increase traffic to your site Have knowledge of the optimizing guidelines and how you can use these for effective copy Understand how optimized copy can also be used across the social networks, specifically Facebook, Twitter, and LinkedIn SEARCH ENGINE OPTIMIZATION I 12

14 Paid Search Strategies Optimize your paid search strategy with 8 modules covering everything from basics to landing page design. MODULES Introduction to PPC PPC Basics Adwords Editor Implementing Strategy Content Networks Landing Page Design Beyond the SERP PPC Optimization All modules are accredited by CPD Certification Service W W W. C L I C K Z A C A D E M Y. C O M

15 Optimize your paid search strategy with 8 modules that cover improving your quality score, writing effective ad copy, negative keyword management, and more. Introduction to PPC Authored by Kevin Lee This module concentrates on techniques to optimize your profit from search PPC and contextual-based inventory. By the end of this module, you will be able to: Prioritize within and across media types to ensure maximum return for your campaigns Identify particular areas of interest and techniques Compare and contrast paid search algorithms from Google Adwords and Microsoft adcenter Review the type of metrics that will help you manage and optimize your campaign Optimize your quality score through a knowledge of the factors which go into Google s Quality Score and Ad Rank Appreciate the usefulness of campaign enhancements Increase ROI with keyword targeted media Identify the best strategies for optimizing retargeting opportunities as well as appreciate when you may not want to retarget Highlight the other auction-based media opportunities available in addition to standard PPC via Google AdWords and Microsoft Advertising adcenter PPC Basics Authored by Kevin Lee Every day millions of people tell Google and other search engines exactly what they want. In this foundation module we review the methods that search engine advertisers can use to take full advantage of that behavior. By the end of this module, you will be able to: Develop an effective and optimized PPC strategy Undertake research to learn from competitors successes and avoid their mistakes utilizing either free or paid tools Build your own keyword list to optimize the success of your campaign goals and objectives PAID SEARCH STRATEGIES I 14

16 AdWords Editor Authored by Kevin Lee This module explores how to use Google AdWords Editor, and advanced strategies for improving your campaign. By the end of this module, you will be able to: Understand how the AdWords Editor interface works and how to adjust the settings and functions to customise the views of your campaigns Appreciate the usefulness of the AdWords Editor features and functions, including: Offline capacity Advanced search functionality Negative keyword management Geo-cloning Identify the benefits of geo-targeting from conversion rate differences to higher spenders and life-time value (LTV) Understand how to copy/clone portions of a campaign Learn how to back up your campaign using the AdWords Editor snapshots Implementing your PPC Strategy Authored by Kevin Lee This module will help you understand settings, structuring your account, writing effective copy, landing pages, keyword matching, and bidding strategies. By the end of this module you will be able to: Understand what you can do to structure your campaign and how to be successful by using the optional campaign settings, including the daily budget and geo-targeting Identify the different Google Match Types and work out the right mix to use within your campaign Know how to find the negative match keywords as you gain more coverage for your campaign Understand the opportunities available in the AdWords extensions in the search engine results page, such as PPC Sitelinks and Products Ads and Plus box ads Know that session-based ads are hard to control in Google if you are running a broad match search and how you might go about identifying these, and whether this is problem or opportunity this is for you PAID SEARCH STRATEGIES I 15

17 Content Networks Authored by Kevin Lee By the end of this module, you will be able to: Know when contextual-based advertising is appropriate for your campaign Understand how to set up Google Display Network Identify differences between searchers and surfers Know how to structure a contextual campaign and how to find placements Understand how to use the Google Ad Planner Identify negative placements and placement exclusions Understand retargeting and how to use cookies Identify how to use display ads and video Understand optimization within the display network, including dayparting, geo-targeting, frequency capping, and how to use the other networks MODULES COMING SOON Landing Page Design & Launch Analysis Authored by Kevin Lee This module looks at best practices of designing, building, testing, and optimizing PPC landing pages. Beyond the SERP Authored by Kevin Lee This module looks at PPC advertising opportunities that are available beyond the Search Engine Results Page through retargeting and effective use of social media. PPC Optimization Authored by Kevin Lee This module explains how to maximize the effectiveness of PPC, collect data, demonstrate results, and improve upon your current campaigns. PAID SEARCH STRATEGIES I 16

18 Social Media These 10 modules explore how to get the most out of social media tools and the best practices in social marketing. MODULES Why Use Social Media Blogging YouTube Social Media Strategy Facebook Twitter LinkedIn Social Media ROI Social News Networks Online Press Releases W W W. C L I C K Z A C A D E M Y. C O M

19 These 10 modules explore how to get the most out of social media tools and the best practices in social marketing. Why Use Social Media Authored by Li Evans After this module, you will: Understand that social media can be an efficient marketing channel and that using Twitter, Facebook, and other channels is a free way to disseminate your content Appreciate that marketing in social media requires a strategy that fits in with your business goals Understand your audience and how social media has changed how they communicate, how they use and engage with information, and how you can use this to make your business successful Know that social media communities can help you engage one-on-one with your customer base on a more personal level and how to get the most value out of this relationship Blogging Authored by Li Evans After this module, you will: Understand the different approaches you can take to blogging, either as a blogger or engaging with bloggers and which will work best for you Know the top 5 guidelines for successful blogging Understand how to build relationships with other bloggers and learn how this community can make your blog become successful Learn how blogs can be useful in alerting your audience to new content that can be found on your website or your other social network channels, and how new content will help with search engine optimization Know what data you can use to measure the impact of your blog such as shared content via Twitter and Facebook and web traffic to your site Appreciate how important it is to have a strategy when approaching your blog, understanding what your content will be about, and who will write and edit this content SOCIAL MEDIA I 18

20 YouTube Authored by Li Evans After this module, you will: Understand how YouTube can work with your marketing strategy Know the different ways that videos can be broadcast and identify the key demographics that they will appeal to and why Understand how YouTube can be used to optimize your business search engine results and increase your conversion rates Learn how you can use tools to increase your video s success Understand how to drive an audience to your video by utilizing your existing online presence, such as through your website and social media channels Social Media Strategy Authored by Li Evans After this module, you will: Understand your audience and how social media has changed how they use and engage with information, and how you can use this to develop a successful strategy Know how to build a strategy based on your research, and understand the factors you will need to consider to help you achieve your goals Know that social media communities can help you engage with you customer base, and how to get the most value out of this relationship Appreciate the value of measuring your progress with metrics and what tools to use to recognize whether your strategy is right for you and whether it is worth your investment Understand that social media can be an efficient marketing channel and that it is important to integrate your content with your other strategies to help you to engage with a wider audience SOCIAL MEDIA I 19

21 Facebook Authored by Li Evans After this module, you will: Understand the best ways to engage with consumers on Facebook through organic marketing, paid marketing, location-based marketing, gaming, and applications Learn about the opportunities open to you on Facebook, including Facebook Profiles and fan pages, events, and groups Know the tools available that make Facebook easier to use, from desktop apps that make it easier to post updates, to content delivery tools that will free up your time Understand how to use Facebook Insights along with your own website analytics to measure your impact on Facebook Think about the policies and contingency plans to put in place to ensure your content is compliant with your brand plan Twitter Authored by Li Evans After this module, you will: Understand the importance of building your community on Twitter and what you can do to establish yourself as an authority for your industry Use Twitter as a customer service channel and understand how you can use this as a tool to engage on a personal level with both loyal and new customers Plan a strategy to ensure that your company s profile is compliant with your brand plan, and put in place policies and contingency plans on how you will respond to any negative or abusive traffic you might face Understand the language used in the Twitter universe and how to use it to connect with your audience Know the tools available that will help you to disseminate your content simply, and what content delivery tools you can use to make the best use of your time Measure your success on Twitter by analyzing how your audience is engaging with you and your content SOCIAL MEDIA I 20

22 Social News Networks Authored by Lisa Buyer After this module, you will: Appreciate the importance of establishing a voice and style on your social news networks through a brand plan Understand the factors that you should consider when developing your brand plan and how this should be developed to help achieve your goals Use your brand plan and the knowledge of your audience to develop a strategy for each social media channel to benefit from the advantages of each Understand the current social media trends that will help you be the most up-to-date source within your industry Online Press Release Authored by Li Evans After this module, you will: Know the different topic areas that you can cover in an online press release Appreciate who you are writing for and different content Understand that keyword research is required, that your chosen topic will dictate the keyword, and how keyword tools work Know the format for writing a press release and the best ways to make newsworthy and engaging content Understand how multimedia such as images and videos can be used within a press release to optimize your online PR plan Recognize the tools available that can be used to analyze and measure the distribution of your press release Recognize how social media sites can be used to optimize SEO and understand how to build a special media content strategy to distribute content SOCIAL MEDIA I 21

23 LinkedIn Authored by Li Evans After this module, you will: Establish whether LinkedIn is right for you and your audience Consider the marketing options available and what can be achieved through both paid advertising and building relationships organically Understand how participating in LinkedIn can build your brand awareness and industry authority in a very targeted way through the Q&A and Groups tools Plan a strategy to ensure your company s profile will comply with your brand plan, and what policies and contingencies you ll need to put in place considering that LinkedIn is a professional network Measure your success on LinkedIn by analyzing how your audience is engaging with you through the Q&A and Group Activity tools Social Media ROI Authored by Li Evans After this module, you will: Understand how to measure your social media success and what you should look at to consider if this is a good return on investment for your business Examine what you consider your goals to be, as social media requires a different view to traditional business goals of buying and selling, and are also different from the metrics that track your progress online Know the value of your community and recognize the evangelists and ambassadors for your business Know the value of good content and ensure your resources are being used wisely SOCIAL MEDIA I 22

24 Strategy These 7 modules will help you maximize your marketing campaign and ensure that you are aware of the restrictions in different countries. MODULES Compliant Getting to the Inbox Strategy Building your Data List Sending Strategy Format ROI All modules are accredited by CPD Certification Service W W W. C L I C K Z A C A D E M Y. C O M

25 These 7 modules will help you maximize your marketing efforts and ensure that you are aware of the restrictions in different countries. Compliant Authored by Jeanne Jennings By the end of this module, you will be able to: Understand the laws relating to marketing Understand the Canadian laws: FISA PIPEDA Understand the UK laws: EC Directive Data protection act Understand the US laws: CAN-SPAM COPPA Identify easy ways to comply with these laws Getting to the Inbox Authored by Jeanne Jennings By the end of this module, you will be able to: Understand why deliverability is an issue in general Understand the key elements of reputation, including policies on: Authentication List management Handling of spam complaints Promoting re-engagement Understand the other aspects that can affect deliverability, including: Content HTML code White listing Certification Identify the additional resources that can be of use STRATEGY I 24

26 Format Authored by Jeanne Jennings By the end of this module, you will be able to appreciate the standards and best practices in format to maximize the response rate through a review of how to: Ensure that creatives carry the correct messages Use of snippets and autopreview to increase success rates Design preview panes Develop effective newsletters Incorporate video in Increase reach through social media sharing You will be able to: Choose the most effective voice Incorporate calls to action Devise effective communication for mobile devices Choose the correct coding and rendering You will also be able to find additional resources available to assist you. Sending Strategy Authored by Jeanne Jennings After this module, you will: Understand the fundamentals of strategy and which elements of these should be part of your marketing plan Learn the benefits and drawbacks to consider when arranging the frequency of marketing messages, with regard to both internal resources and your external audience and competition Understand how to use existing data and knowledge of your audience to consider the best day and time to send your s Learn the value of an calendar that defines the schedule for your sends and includes seasonal priorities and initiatives from all groups of your organization Understand the value of a production schedule and the benefits this will have for producing creative and content for your s Know the 4 different formats available in which to program your s and the advantages of each STRATEGY I 25