تعلّم كيف تشتغل السالفة صح.

10

وحدات

53

دروس

239

مواضيع مغطّاة

مباشر

يُدرّس بدفعات صغيرة

المنهج.

شنو يغطّي.

افتح أي وحدة وشوف الدروس اللي داخلها. الشرح يصير بالقاعة — هذي الخريطة، مو المادة.

1. 01introduction to digital marketingthe core ideas, SMART objectives, research and the buyer's journey+

   5 دروس

   1. 01principles of digital marketinginbound and outbound · owned, paid and earned media · traditional vs digital · the 3i principles · choosing digital channels
   2. 02developing marketing objectiveswhat SMART objectives are · tips for clear objectives · making objectives measurable
   3. 03digital researchaudience research and data types · audience listening tools · cultural research · competitive research · industry trend research
   4. 04connecting with the customerthe buyer's journey · integrating traditional and digital · matching channels to each stage
   5. 05project managementwhy project management matters · the project manager's role · key competencies · the 7-step framework · writing a project brief

   تمرين الوحدة: organic bewt: goals and team

2. 02content marketingplan, research, create, share and measure content your audience wants+

   6 دروس

   1. 01content marketing concepts & strategywhat content marketing does · content with a clear intent · topical vs evergreen content · your content marketing strategy
   2. 02developing a content marketing plancontent goals · aligning with business goals · buyer personas · walkthrough: persona builder · the six campaign steps
   3. 03content research for opportunitiessocial listening and SparkToro · competitor analysis and Google Alerts · keyword research and the brief · brand storytelling · defining your brand personality
   4. 04creating and curating contentthe creative process and formats · images, video and writing · content curation · repurposing and personalization · content calendars
   5. 05publishing and distributing contentcontent seeding · content scheduling · content promotion · community management
   6. 06metrics and content marketingwhy measure content · engagement and conversion metrics · finding insights · ROI and reporting

   تمرين الوحدة: create, schedule and promote a post

3. 03social media marketingset up, grow, advertise and measure your brand on the platforms that matter+

   5 دروس

   1. 01key social platforms for marketingthe value of social media marketing · social across the consumer's journey · the major and rising platforms · social marketing in action · platform terms to know
   2. 02setting up social for a businessthe best approach to a business profile · meta business suite and instagram · linkedin company page · youtube channel and pinterest
   3. 03growing and engaging an audiencebuilding a community · posts, stories and video · hashtags · platform best practices · marketing on tiktok
   4. 04creating and optimising campaignsthe five campaign steps · objectives and KPIs · meta ads · x and linkedin ads · pinterest and snapchat ads
   5. 05social data and campaign insightswhy analyse and report · actionable vs vanity metrics · reporting tools · meta and instagram insights · linkedin and pinterest analytics

   تمرين الوحدة: create an ad and set up two profiles

4. 04seowin free search traffic: research keywords, optimize pages, build links, measure+

   5 دروس

   1. 01seo fundamentalspaid vs organic search · how search engines work · the three types of keywords · SERPs and their parts
   2. 02aligning seo and business objectiveswhy SEO needs objectives · what you can measure · objectives by type of website · SMART SEO objectives
   3. 03keywords and the seo content planwhy keyword research matters · short-tail vs long-tail · the four research steps · walkthrough: Moz Keyword Explorer · turning research into content
   4. 04optimizing organic search rankingtechnical optimization · walkthrough: Google Search Console · on-page optimization · off-page optimization and backlinks · your SEO action plan
   5. 05measuring seo performancetraffic sources · SEO success metrics · reading your results · walkthrough: GA4 and Search Console

   تمرين الوحدة: research, test and benchmark seo

5. 05paid search with google adsplan, build, manage and measure search campaigns that reach people ready to act+

   4 دروس

   1. 01fundamentals of paid searchpaid vs organic search · why paid search works · the purchase-decision cycle · keywords, ads and landing pages
   2. 02creating a google ads campaignaccount types and setup · account structure and match types · walkthrough: keyword planner · responsive search ads and assets · walkthrough: campaign setup
   3. 03managing a paid search campaignbudgets, trackers and forecasts · the auction and quality score · bidding and lowering your CPC · bid adjustments · walkthrough: google ads editor
   4. 04measuring a paid search campaignKPIs for paid search · conversion tracking · key metrics · reports and pivot tables · linking google analytics

   تمرين الوحدة: set up and launch a search campaign

6. 06youtube and display advertisingplan, build, target and optimize video and display campaigns on Google Ads+

   6 دروس

   1. 01display and video fundamentalswhy display and video matter · display and video vs search · platforms and buying models · campaign objectives
   2. 02creating a youtube channelpersonal vs brand channels · walkthrough: channel and upload · the ABCD of video creative · metadata, thumbnails and cards · youtube studio and analytics
   3. 03display network and video ad formatsthe google display network · image vs responsive display ads · youtube ad formats · advanced and premium options
   4. 04creating display and video campaignswalkthrough: display campaign · building ads that fit everywhere · linking youtube and google ads · walkthrough: video campaign
   5. 05targeting display and videoaudience vs content targeting · audience types · keywords, topics and placements · exclusions, observations, remarketing · bidding and mobile
   6. 06measuring and optimizing campaignsdisplay and video metrics · reports in google ads · follow-on effects in GA4 · optimizing display and video

   تمرين الوحدة: launch a youtube video campaign

7. 07email marketingbuild a list, design and send campaigns, then test, measure and automate+

   6 دروس

   1. 01email marketing fundamentalswhy email still matters · five levels of email campaigns · automated emails · single vs double opt-in · email laws: permission first
   2. 02email tools and strategysegmentation, personalization, timing · email service providers · growing your list · email and the buyer's journey · walkthrough: import to mailchimp
   3. 03email designthe parts of an effective email · subject lines · writing email copy · design and layout · images
   4. 04creating an effective campaignthe campaign steps · walkthrough: mailchimp campaign · deliverability and spam filters · five delivery challenges · before and after the send
   5. 05testing and optimizing an emailtesting and a/b tests · walkthrough: a/b test in mailchimp · campaign and program metrics · optimizing clicks and mobile · fewer bounces and unsubscribes
   6. 06marketing automationwhat automation does · a b2b automation example · what to automate · workflows and building blocks · walkthrough: mailchimp automation

   تمرين الوحدة: build a list and an email campaign

8. 08website optimizationbuild, design and optimize a website that turns visitors into customers+

   4 دروس

   1. 01web design and website optimizationyour online presence and website types · the site across the buyer's journey · key elements and main pages · conversion rate optimization · how to design a website
   2. 02design principlesform and function · five principles of web design
   3. 03user-centered designux vs ui · ux and ui principles · navigation and responsive design · designing for devices and audiences
   4. 04website metrics & developing insightthe metrics that matter · evaluating and monitoring your site · a/b testing · building a basic website · google tag manager

   تمرين الوحدة: set up a website for a brand

9. 09analytics with google analyticsset up GA4, measure what matters, and turn website data into better decisions+

   6 دروس

   1. 01web analytics fundamentalswhat web analytics gives you · analytics tools · dimensions and metrics · consent and data protection
   2. 02creating and configuring ga4account, property and data stream · installing and testing the tag · key settings and user access · linking Google products · the GA4 demo account
   3. 03measuring key events in ga4why measure key events · common key events · turning events into key events · thank-you pages and Google Ads · funnel explorations
   4. 04monitoring campaigns with ga4 reportswhere to find answers · channels, source and medium · UTMs and the URL builder · pages, events and ecommerce · attribution
   5. 05analyzing and recording ga4 datarealtime and insights · dashboards in Looker Studio · explorations and ways to slice data · annotations and exports · tracking data effectively
   6. 06how google analytics 4 worksbuilt on events, not sessions · four types of events · cookies, consent and modelling · old GA terms, new GA4 names

   تمرين الوحدة: set up ga4, key events and a dashboard

10. 10digital marketing strategyset goals, research, plan, budget and present a digital strategy that works+

    6 دروس

    1. 01digital strategy fundamentalsthe five core components · your overarching strategy · time, money and people · budgets and budget plans · ROI and the value of a lead
    2. 02setting objectives and kpisobjectives and SMART goals · KPIs by channel and team · forecasting from past results · reviews
    3. 03digital strategy researchresearch activities and the map · owned and desk research · the digital audit · audiences and social listening · competitors and the brief
    4. 04developing a creative strategythe four key creative areas · getting more from every asset · content strategy and planning · format plans and channel specs
    5. 05executing a digital strategychoosing channels · the media plan · campaign action plans · digital that boosts TV
    6. 06communicating a digital strategypresentation vs document · structuring your strategy · when to reveal costs · using the plan in-campaign

    تمرين الوحدة: forecast a budget and plan a quarter