Module 1: Introduction To Digital Marketing:

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2 Contents About The Trainer... 3 Module 1: Introduction To Digital Marketing:... 4 Module 2: Buliding A Website... 5 Module 3: Search Engine Optimization :... 6 Module 4: PPC Advertising / Search Engine Marketing:... 8 Module 5: Social Media Optimization Course: Facebook Marketing Twitter Marketing LinkedIn Marketing Google+ Marketing Module 6 : Marketing Module 7: Introduction to Mobile Marketing Mobile Advertising Ecosystem Mobile Campaigns SMS and MMS Marketing Mobile Web Mobile Search Marketing Mobile Apps Proximity Marketing Quick-Response (QR) Codes Mobile Marketing Trends & Code of Conduct Module 8: Video Marketing: Branding and Lead Generation with YouTube Module 9: Affiliate Marketing Module 10: Web Analytics Module 11: Lead Generation Module 12: E-Commerce... 23

3 About The Trainer Jatin Bindal, a graduate from Lingaya s University, is a first generation serial entrepreneur. He is a co-founder of google answers.org, a pioneer of google adwords and analytics certification portal in india. Jatin has grown along with the internet industry as a user, a service prover and now as an educator. Jatin has worked with various start-ups as well like ewows.net, fleaffair.com etc. Jatin has serviced more than 7 companies and handled clients like jobcast.net, assotech realty private ltd., sonoor.com and many others. Jatin his known for his simplistic and inquisitive leading style, which motivates people to think out-of the-box.it goes without saying that Jatin has a deep passion for entrepreneurship and digital marketing. He is a regular speaker at various digital marketing conferences and his previous speaking engagements include speaking at NSIC and Niesbud (Government Of India)

4 Module 1: Introduction To Digital Marketing: Digital marketing is all about selling and promoting products and services or brand via internet. Digital marketing combines with creative and technical features of the Internet with design, development, advertising and sales with effective contents for promotion of products or services via internet through websites, , social media and other online media. Digital marketing is a very economical and fast way to promote your service/product/brand compared to the more expensive and time-consuming process of traditional marketing. A well-executed digital marketing strategy, for a reasonable monthly investment, can help your business level the playing field and compete against larger competitors. Often, a television campaign is outside the budget of most small businesses, and even a hard copy brochure printing can be pricey. Digital marketing scales you can do as little or as much as you want to meet your budget.

5 Module 2: Buliding A Website We strive towards giving students as much practical training as possible. Digital Marketing can t be learnt by reading books or notes alone. Hence during the course, each student will make in his own website in Wordpress, and will learn how to do SEO/PPC etc. using that website itself. Course Contents Overview of Web Development Overview of Wordpress Content Management System Fundamentals of Wordpress Setup and Implementation Understanding of CMS tools, plug-ins, widget and apps Web Project Development Integration of Online Revenue Models

6 Module 3: Search Engine Optimization : SEO (Search Engine Optimization) is a great way to increase website traffic since it improves the website ranking on search engines and helps a business website to appear on the first page of a search engine. Somewhere between 80-90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase. It won t be long before virtually everyone is searching for products and services online. Do you want them to be able to locate your business, or not? Without organic SEO in place, people will have a very hard time finding you and will instead find your competitors. Course Contents On Page Optimization o Keyword Research with Google Keyword Planner o How To Select a domain name o Content Optimization and Planning

7 o Page Naming (URL Structuring) o Adding Social Media plug-in or web pages o Internal Linking o Meta Tag Creations o SEO Friendly Content Writing {Insert keywords in content} o Anchor Text, Link Title o Robots. text file use and creation o HTML Sitemap creation o XML Site Map Creation o Ror text sitemap o Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool) Off Page Optimization o What are Backlinks? o Why Backlinks are Important? o How to Get Backlinks? o Difference Between Do-Follow and No-Follow Backlink o What is Google Page Rank? o How to Increase Page Rank o Search Engine Submissions o Directory Submissions o Article Writing and submissions o Press Release writing and submissions o Blog Posting and comment writing o Classifieds posting o Forum Posting o Business Listing o Social Bookmarking o Social Networking o RSS Feeds o What is link building o Types Of Link Building o How to optimize your site for Google o Hummingbird Algorithm

8 o What is Google Panda Algorithm? o What is Google Penguin? o What is Google EMD Update? o How to save your site from Google Panda, Penguin and EMD Update o How to recover your site from Panda, Penguin and EMD Module 4: PPC Advertising / Search Engine Marketing: Pay-per-click (PPC) marketing is actually advertising over the internet where in advertisers pay the publisher when their ad is clicked by the audience. It is also known as cost per click marketing. Basically, in PPC marketing your ads are shown on other websites and if the user clicks on it the advertiser has to pay fixed rate for each click. The basic idea behind it is to drive more and more traffic to your website and generate more leads converting them into sales eventually. It is definitely an incredible tool for marketers who are willing to invest and get a good traffic to their site leading to sales. Course Contents o Google Adwords o Facebook Adverts- Paid Ads On Facebook o Linkedin Paid Ads o Microsoft Ad Center Bing Yahoo Paid Ads

9 Key Training Areas o Keyword Planning for Paid Marketing o On Page Optimization for Paid Marketing o Landing Page Creation o Ad Making Strategies o Geo targeting of Ads o Bidding o Campaign Designing o Campaign Optimization o Conversion Tracking o Conversion Optimization o Geo Targeting in Paid Marketing o Reporting o Fraud Click Analysis o CPV Management o CPC/CPM o Display Management o Website Research For Conversions o Cost Per Acquisition Management o Enhanced Campaigning o Targeting Mobile Devices o Google Analytics Linking o Google Products o Account Sharing and Permissions o Billing o New Legal AD Policies o Traffic Estimator o Display Planner o Contextual Display Advertising o +1 Annotation o Preparation Of Google Ad Words Certification

10 Module 5: Social Media Optimization Course: Social media marketing refers to the process of gaining website traffic or attention through social media sites. It aims at creating a content that attracts attention and encourages users to share it on their social network. Also, communication is important for any business but positive engagement with the customer base can really lead to improved reputation. Social media allows brands and user to interact freely and quickly. The brand takes on a personal role and becomes a member of a conversation. Resulting exposure can develop a quality brand image.

11 Course Contents Facebook Marketing Facebook Overview Types of profiles Facebook pages Advantages of creating Facebook pages for businesses Page design principle Tips for creating Facebook pages Marketing opportunities on Facebook Posts Sponsored stories Facebook Groups Developing a Facebook Marketing Plan Creating a page Building your Audience Promoting your Page Advertising your Page Measuring your Ad Adding Social Plug-ins Adding a Badge to your Website/blog Tracking with Facebook Analytics Developer Tools and Apps Twitter Marketing Twitter statics Twitter, an effective marketing tool Twitter Marketing strategies Twitter Marketing Steps Set up your personal twitter profile Plan your twitter content strategy Know your competitors Building your Audience Engage with your audience Enhance your website with twitter

12 Advertise with twitter Analyze your results Twitter Metrics Engagement Response time Response rate Reach Potential impressions Twitter Analytics tools Followerwonk Buffer, etc LinkedIn Marketing Set up your personal LinkedIn profile Build your network Use LinkedIn Groups Explore pro account features Setup your company page Advertise with LinkedIn Sponsored InMail Content Ads Sponsored Updates Premium Display Advertising Self service Advertising LinkedIn Advertising Metrics Promote your website with LinkedIn Analyze your results LinkedIn Analytics Tool Simply Measured Linked Maps Buffer Sproutosocial etc Google+ Marketing Features

13 For Business Marketing Opportunities Google+ Marketing Steps Setting up your personal profile Creating a business page Create a local business page Planning your content strategy Building audience Circles Communities Hangouts Promoting your business Add social plugins Linking your website with Google + page Connecting Google+ page to Adwords Account Measuring your social presence on Google+ pages Analytics tool Google Analytics Engagor

14 Module 6 : Marketing marketing is an efficient way to stay connected with your clients while also promoting your business. With marketing, you can easily and quickly reach target markets without the need for large quantities of print space, television or radio time or high production costs. Course Contents: Types Of Marketing Marketing Servers Marketing Applications/ Softwares Database Management Data Extraction and Collection Free Marketing Apps Transactional s Direct s Opt-in Unconfirmed opt-in Confirmed opt-in Newsletters Tracking Conversions Mail Chimp

15 Module 7: Introduction to Mobile Marketing Mobile Marketing is the future of digital marketing. Mobile is growing and people are spending more and more time on their mobile phones. As per Google survey, the mobile website traffic will surpass Desktop and laptop usage by the end of This Module will teach you how website and s are designed for Mobile users, setting up a mobile display Ad Campaign and launch SMS campaign. Mobile Marketing is not just SMS or cold calling. It has reached to new level of advertisement like Mobile Web, Mobile Search Marketing, Mobile Apps, Proximity Marketing and Quick-Response (QR) Codes. Course Contents: Terminology Mobile Marketing Introduction to mobile advertising Mobile Advertising Ecosystem Advertiser

16 Ad Agencies Ad Network Ad Server Content Publisher Content Enabler Carrier(Portal) Carrier(Network) Handset Consumer Mobile Campaigns Plan your Campaign Identify your Target Audience Build your Campaign Infrastructure Select your Mobile Advertising Channel Initiate your campaign Track your campaign with Mobile Analytics SMS and MMS Marketing Build database of potential customers Perform due diligence Start SMS and MMS campaign Types of Mobile messaging ads How SMS messaging works Creating SMS marketing campaign SMS and MMS Mobile Web Mobile web advertising Google mobile advertising Mobile website Responsive web design Dedicated mobile site Difference between mobile web page and regular web page Mobile website builders Mobile Search Marketing Factors determining successful mobile search marketing

17 Mobile Mobile Social Networking Engaging mobile user Mobile conversion best practices Mobile Apps Why Mobile Application Types of Mobile Apps(environment) Types of Mobile Apps(application category) Key Players in mobile apps advertising Advertising opportunities Ad consideration Mobile application connectivity Ad serving and ad connectivity Target and rendering Mobile App Creation Tools Mobile App Analytics Services Proximity Marketing Bluetooth Marketing Wi-Fi Marketing Near Field Communication(NFC) Quick-Response (QR) Codes What is QR codes Types Working Creating Mobile Marketing Trends & Code of Conduct Near field communication Mobile visual search Mobile ticketing Mobile future Code of conduct Choice and consent Security

18 Enforcement and accountability Customization and constraint Notice Mobile Marketing Association(MMA) Interactive Advertising Bureau(IAB) Module 8: Video Marketing: Branding and Lead Generation with YouTube Of all the searches that are made on all the Search engines, the highest percentage of the results will be of the videos. Top results of any organic searches will be of video adverts and this means that Video adverts will always rank high in the search engines. Therefore, there is a possibility of your video being viewed by many people as it keeps on popping up in many searches. This will definitely increase the traffic on your site and there is a huge probability of improving the sales. Furthermore, It is only through YouTube or online video marketing that the marketer will be able give a demonstration to the customers how the product works. A video clip will give to the finest detail the qualities of the product that is being marketed. This is likely to create a very huge impact on the buyers and the chances of convincing them to buy the item are very high. Course Contents Video Making

19 Uploading And Managing Videos On Page Optimization Of Videos Search Engine Optimization Of Videos Promoting Videos Brand Promotion Through Videos Paid Advertising On YouTube Online Video Integration into Internet Marketing or Digital Campaigns Module 9: Affiliate Marketing Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. In this type of marketing the affiliates show the ads for the businesses on their own website and get paid if the customers click on their ads and visit the website of the respective business. It is a wonderful way to cover a large part of internet space with a very little effort by you. Course Contents: What is Affiliate Marketing How to Sell through Affiliates and make money Branding through Affiliate Marketing Affiliate Management Agencies

20 Merchant, Affiliate, Market, and Customer Product and Service Marketing Product Selling Stores Traffic From Affiliate Network Commission Based Lead Generation Profitable Niche Product Promotion Market Research Affiliate Tracking Affiliate Training For Training Industry Affiliate For Hotel Industry Expanding Business Through Affiliate Marketing Affiliate marketing For E Commerce Business

21 Module 10: Web Analytics One of the key role players in Internet Marketing. All online marketing activities can be tracked using this, and this tracking helps in understanding ROI from every area of digital marketing, hence this is very essential in understanding profit and loss. Course Contents Setting up goals and tracking E-commerce Tracking Traffic Analysis Sales Tracking Sign Up Tracking Preparation Of Google Analytics Certification

22 Module 11: Lead Generation It is the methodology of generating sales leads for any products or services which may turn into a sale for the company. This module assists in the process of lead generation and further dictates how to nurture these leads so as to Convert them into customers and further maintain the relationship with the customer to ensure loyalty in the future. Course Contents: Understanding Lead Generation For Business Why Lead Generation is Important? Understanding Landing Pages Understanding Thankyou Page Landing Page vs. Website Best Practices to create a Landing Page Best Practices to create a Thankyou Page Practical Exercise in creating a Landing Page What is A/B Testing? How to do A/B Testing Selecting Landing Pages after A/B testing Converting leads into sales Creating lead nurturing strategy

23 Understanding lead funnel Steps in lead nurturing Module 12: E-Commerce At its core, e-commerce refers to the purchase and sale of goods and/or services via electronic channels such as the Internet. The changing market represents a vast opportunity for businesses to improve their relevance and expand their market in the online world. By 2013, worldwide e-commerce sales reached $1.2 trillion, and U.S. mobile sales reached $38 billion, according to Statista. More than 40 percent of Internet users 1 billion in total have purchased goods online. Course Contents: SEO For E-Commerce Paid Marketing for E- Commerce E-commerce CMS Management International Ecommerce Strategy Ecommerce Apps/ CMS Gateway Providers And Policies Landing Page Optimization For E Commerce Mobile Payments Core Selling Strategies Up sell/ Cross Sell Open Cart Marketing Strategies for Ecommerce Websites

24 Payment Gateway Integration Legal Policies Sales Conversion Tracking Sales Conversion Optimization Ecommerce Analytics Tracking Solutions Use Social Media Network for Product Selling Buyer Fraud Signals E- Commerce Payment India Blueprint For E- Commerce Website Launch