Digital Marketing Game Plan

Course Introduction
Week 1: Your Business & Your Humans
1.0 – Week 1 Overview
1.1 – Activity: What is digital Marketing?
3 Topics
1.1.1 – The digital marketing landscape
1.1.2 – What we are told.
1.1.3 – The Digital Marketing Game Plan
1.2 – Activity: Your Business challenges
3 Topics
1.2.1 – Problem statements
1.2.2 – Setting objectives
1.2.3 – Let’s get SMART
1.3 – Activity: Audience research – Your Humans
3 Topics
1.3.1 – Let’s talk personas
1.3.2 – Triggers & Using your audience research
1.3.3 – Your humans’ jobs to be done & pain points
Week 1 Assignment – Your objectives & Audience Canvas
Week 1 webinar – Set your foundations & Q&A Drop In
Week 2: You, Them & Your Offer
2.0 – Week 2 Overview
2.1 – Social listening
3 Topics
2.1.1 – What is social listening?
2.1.2 – Get ready to listen
2.1.3 – Social listening: ready, set, listen
2.2 – Where you fit in
3 Topics
2.2.1 – Preparing for your landscape analysis
2.2.2 – How to conduct your landscape analysis
2.2.3 What does the landscape look like
2.3 – Your Offer
3 Topics
2.3.1 – Your offer: positioning
2.3.2 – Framing your offer
2.3.3 – Crafting offers
Week 2 Assignment – Your insights & crafting your offer
Learner Checkin – Assignment Review – Wk 1 & 2
Week 2 webinar – Understanding your market and how to stand out & Q&A Drop In
Week 3: Content & Your humans journey
3.0 – Week 3 Overview
3.1 – Your humans’ journey
3 Topics
3.1.1 – Funky funnels & meandering maps
3.1.2 – The modern online buyer journey that humans undertake
3.1.3 – Journeys in real life
3.2 – Digital Findability
3 Topics
3.2.1 – How do your humans discover you?
3.2.2 – Digital discovery paths
3.2.3 – Mapping discovery paths
3.3 – Content foundations
3 Topics
3.3.1 – Content the heart of any business
3.3.2 – Foundational content
3.3.3 – Foundational content review
Week 3 Assignment – Foundational content review
Week 3 webinar – Content Marketing
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Previous Lesson

1.0 – Week 1 Overview

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