Performance Marketing Course
About This course
This course will help you understand how to apply important traditional marketing concepts in the new digital age.
Marketing Basics Refresh
This class truly brings you back to the basics of marketing. You will enjoy learning with real world examples coupled with engaging discussions that will rejuvenate the passionate marketer in us all.
What you will learn:
- Key Marketing Skills – The important skills you and your team should have
- Brand Voice – The different brand voices companies use, and how to identify and communicate your unique brand voice
- Customer Behavior – A review of the 7P’s of marketing and how they play a role in your marketing strategy
- Marketing Funnel – A review of the marketing funnel and how to understand customers’ actions as they move through the buying process
- Online Marketing Channels – Introduction to the common online marketing channels
Media Planning & Buying
Week 2 will bring you further into the new age of media and how things are changing. You will learn key information and strategies for media planning in a digital world.
What you will learn:
- Media Planning & Buying – The differences between the two roles and how they work together
- The Planning Process – How to approach media planning and understand what you need to reach your business goals
- The Future of Media Planning – Looking into the future of automation and how it will impact media planning
- Media Buying – Explaining different media buying models and the importance of reach and frequency
- Traditional Media Buying – A review of traditional media purchasing compared to today
- Performance Media – Understanding what performance media is and how it can help achieve your business objectives
- The Bidding Auction – Learn how biddable media works and how the ad exchange behaves differently depending on the platform
- Data Intro – Introduction to data tracking and segmentation
Selecting the Right Channels
One of the most important steps in developing your marketing strategy is determining the channels you will advertise on.This class will teach you our methodology for making strategic and data driven decisions in order to determine which channels will reach your ideal customer.
What you will learn:
- Channel Strategy – Best practices for developing a channel strategy that matches your marketing initiative
- Customer Behavior – How to select the right channels based on your customers’ behavior
- Purchasing Funnel Strategy – Learn how channels fall in the purchasing funnel and where to allocate your media budget accordingly
- The Buying Auction – Understand the ad space purchasing process on different channels
The Evolution of Performance Measurement
Measuring the success of marketing initiatives has been essential since the inception of advertising. This course will walk you through how the digital era has drastically improved our ability to tie data back to a single purchase and the touch points along the way.
What you will learn:
- The Old & New of Measurement – Review the traditional measurement methods, learn how measurement has changed in the digital age, and how you should utilize both to ensure you are moving the needle for your business
- Cookie Tracking – All of your data tracking questions answered, from the history of cookies, to how they function, and their different types
- 1st Party Data – We will dive into what type of data is collected, how it is used, and discuss the ethical challenges of data tracking
- Attribution – Learn about the importance of attribution for your marketing initiatives, the different attribution models, and how to successfully analyze your data for attribution.
KPIs
The success of your marketing initiative depends on knowing your performance is trending properly throughout the duration of your campaign. In this course you will learn how to not only identify the right KPIs, but identify different KPI’s down the purchasing funnel and calculate the correct cost benchmarks to achieve your longer term revenue goals.
What you will learn:
- KPIs 101 – An overview of what is important to consider when selecting your KPI and the different types of KPIs within a single business
- Select Right KPI – Whether you’re a LeadGen, Brick & Mortar, or eCommerce business, we will share how you should think about and select the right KPI for you
- Measuring Success – You will learn the importance of, and how to calculate, your ROI, ROAS, and CPA to make sure you’re staying profitable
- Calculating Marketing KPI & Optimization KPI Goals -. We will walk you through how to calculate your marketing and optimization benchmark goals down the funnel
Competitive Landscape Analysis
Your marketing strategy can benefit greatly from having a good understanding of what your competitors are doing. We will teach you our approach to learning and analyzing important information about your competitors that will give you a competitive advantage.
What you will learn:
- Researching Your Competitors – Best practices for doing your competitor research and what information you should be looking for
- Types of Competitors – The two different types of competitors and why each are important to be knowledgeable about
- SWOT Analysis – Learn to develop a competitive SWOT analysis that will be valuable in developing your own marketing strategy
- Research Tools – The research tools available and which we recommend
Starting Your Marketing Initiative
Now it is time to start developing your own marketing strategy. It’s more complex than having jumbled notes, and we will teach you how to organize everything you’ve learned into a usable media plan.
What you will learn:
- Developing Your Media Strategy – We will walk you through all the key pieces of information you need to know for developing a top notch marketing strategy
- Creating Your Media Brief – You will learn how to create a useable media brief to guide your team through implementing your marketing initiative
- Campaign Launch Checklist – A checked-off campaign launch checklist is imperative prior to building your initiative, and we will walk you through each step
Messaging & User Experience
A killer media plan can still flop if you don’t have the right messaging and user experience. In this final class you will learn how to develop performance driving ad copy and best practices to organize your landing page. Match this with your media plan and you’re on your way to success!
What you will learn:
- Creative Brief – Learn the key pieces of information that all creative media briefs must have
- Ad Copy Best Practices – Learn how to develop ad copy that will drive results
- Influencer Marketing – Different from other marketing messaging, learn how to communicate with and get your message to your customers through influencer marketing
- Landing Page User Experience – :Learn how to optimize your landing page with the user experience in mind