Atrair e engajar clientes com marketing digital from Coursera

Atrair e engajar clientes com marketing digital é o segundo dos sete cursos do Certificado de Marketing Digital e E-commerce do Google. Neste curso, você aprenderá de forma prática a usar a otimização para mecanismos de busca (SEO), marketing para mecanismos de busca (SEM) e publicidade gráfica para atrair e engajar clientes on-line. Você conhecerá os estágios do funil de marketing e descobrirá como usar táticas de marketing digital para movimentar os clientes ao longo dos estágios. Você aprenderá como melhorar a qualidade e a quantidade de tráfego do site ao entender os fundamentos de SEO, como a pesquisa de palavras-chave, algoritmos de mecanismos de busca e criação de links. Você também saberá mais sobre a publicidade e busca paga e conhecerá as táticas usadas para ganhar visibilidade e alcançar clientes em potencial nas páginas de resultados dos mecanismos de busca, ou SERPs. No final deste curso, você poderá aplicar estratégias de marketing digital, práticas recomendadas e ferramentas para melhorar a conscientização sobre um negócio, entender as necessidades dos clientes e engajar os interesses das pessoas com produtos e serviços.

Os colaboradores do Google que trabalham atualmente na área serão seus guias, fornecendo atividades práticas e exemplos que simulam tarefas comuns de marketing digital e e-commerce, mostrando algumas das melhores ferramentas e recursos usados no trabalho.

Os alunos que concluírem os sete cursos deste programa terão os recursos de que precisam para se candidatar a vagas de trabalho de marketing digital e e-commerce para iniciantes. Nenhuma experiência anterior é necessária.

Ao final deste curso, você será capaz de:

– Identificar as personas dos clientes e criar seu público-alvo

– Descrever o propósito e os benefícios do funil de marketing

– Saber como aumentar sua taxa de conversão

– Explicar o propósito da SEO e seus termos essenciais

– Usar o Google Search Console e seus relatórios para monitorar a presença de um site nos resultados do Google Busca

– Conhecer os benefícios do SEM e por que usá-lo

– Compreender os fundamentos do Google Ads e segmentar públicos-alvo

What's inside

Syllabus

Introdução sobre como atrair e envolver os clientes com marketing digital

Você continuará a aprender sobre o funil de marketing e seus estágios: conscientização, consideração, conversão e fidelidade. Você também aprenderá estratégias para transformar clientes em potencial em clientes pagantes e recorrentes em cada estágio do funil de marketing. Por fim, irá explorar como usar as personas do cliente para entender as metas dos consumidores, os pontos problemáticos e as plataformas on-line que preferem usar.

Entenda a otimização para mecanismos de busca (SEO)

Você revisará os fundamentos de SEO. Depois, vai conferir uma explicação básica de como o mecanismo de busca do Google funciona e como os sites são classificados. Na sequência, aprenderá a fazer pesquisa de palavras-chave.

Como aplicar a otimização para mecanismos de busca (SEO)

Você verá como otimizar um site para mecanismos de busca, incluindo estratégias de conteúdo, imagens e construção de links. Além disso, aprenderá a ajudar os mecanismos de busca a entender melhor seu conteúdo. Depois, descobrirá como criar títulos de sites eficazes e adicionar marcações de dados estruturados para ajudar os usuários e os mecanismos de busca a encontrar o que precisam. Na sequência, aprenderá tudo sobre como usar ferramentas de SEO para analisar o desempenho das buscas e o comportamento dos usuários.

Marketing para mecanismos de busca (SEM) e publicidade gráfica

Você aprenderá sobre oportunidades de publicidade nos mecanismos de busca, também chamados de publicidade para o Google Display e SEM. Você aprenderá as práticas recomendadas para criar um anúncio nos resultados de busca ou em um anúncio gráfico. Ao fim do curso, entenderá como aplicar e melhorar os anúncios gráficos.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Ensina persona dos clientes e público-alvo, tópicos cada vez mais comuns no mercado de trabalho

Traz cases práticos de marketing digital e e-commerce, simulações de tarefas comuns e demonstração de ferramentas

Apresenta o funil de marketing e seus estágios, premissa básica do marketing digital

Explora SEO (otimização para mecanismos de busca) e SEM (marketing para mecanismos de busca), pilares da estratégia digital

Ensina publicidade gráfica, tática complementar para atingir público nas páginas de resultados de mecanismos de busca

Traz exercícios práticos, estudos de casos e exemplos de ferramentas do mercado

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Atrair e engajar clientes com marketing digital with these activities:

Revise SEO Concepts

Show steps

Refresh your memory on what SEO is, the fundamentals of SEO, and its benefits.

Browse courses on Search Engine Optimization

Show steps

Review course notes and materials on SEO
Watch online tutorials or videos on SEO basics
Talk to a friend who is experienced in SEO

Practice Keyword Research

Show steps

Learn how to conduct keyword research to improve the visibility and ranking of your website in search engine results pages (SERPs).

Browse courses on Keyword Research

Show steps

Find and use keyword research tools
Identify relevant keywords for your target audience
Analyze keyword competition and search volume
Implement keywords in your website content

Create High-Quality Content

Show steps

Develop your skills in creating valuable, engaging, and informative content that attracts and retains customers.

Browse courses on Content Creation

Show steps

Identify your target audience and their needs
Research and gather relevant information
Write clear and concise content
Optimize content for SEO
Promote your content across multiple channels

Four other activities

Expand to see all activities and additional details

Show all seven activities

Understand Google Search Console

Show steps

Gain insights into how your website performs in search results and improve its visibility by using Google Search Console.

Browse courses on Google Search Console

Show steps

Create and verify a Google Search Console account
Monitor website traffic and performance
Identify and fix website errors
Submit sitemaps and track indexing status

Develop a Content Marketing Strategy

Show steps

Learn how to plan and execute a content marketing strategy to effectively reach your target audience and achieve your marketing goals.

Browse courses on Content Marketing

Show steps

Define your target audience and goals
Conduct a content audit
Develop a content calendar
Create and publish high-quality content
Promote your content and track its performance

Attend Industry Conferences

Show steps

Connect with other professionals in the field, learn about the latest industry trends, and gain valuable insights to enhance your knowledge.

Show steps

Identify and register for relevant conferences
Attend keynote speeches and breakout sessions
Network with attendees and speakers
Share your knowledge and expertise

Contribute to Open-Source Projects

Show steps

Get hands-on experience working on real-world projects, contribute to the community, and enhance your technical skills.

Browse courses on Open Source

Show steps

Identify open-source projects that align with your interests
Review the project documentation and codebase
Find and fix bugs
Contribute new features or enhancements
Collaborate with other contributors

Career center

Learners who complete Atrair e engajar clientes com marketing digital will develop knowledge and skills that may be useful to these careers:

Digital Marketing Specialist

Digital Marketing Specialists are responsible for planning, executing, and measuring digital marketing campaigns. They work closely with Marketing Managers to develop and implement marketing strategies. This course will help you develop the skills you need to become a successful Digital Marketing Specialist. You will learn how to use digital marketing tools to attract and engage customers, and you will gain a deep understanding of the marketing funnel. This course is a great way to build a foundation for a career in digital marketing.

See salaries and explore the career path for Digital Marketing Specialist

Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns that attract and engage customers. They use a variety of marketing channels, including digital marketing, to reach their target audience and achieve their marketing goals. This course will help you develop the skills and knowledge you need to become a successful Marketing Manager. You will learn how to use digital marketing tools to attract and engage customers, and you will gain a deep understanding of the marketing funnel. This course is a great foundation for anyone who wants to start or advance a career in marketing.

See salaries and explore the career path for Marketing Manager

SEO Specialist

SEO Specialists are responsible for optimizing websites for search engines. They use a variety of techniques to improve a website's ranking in search results, which can lead to increased traffic and revenue. This course will help you develop the skills you need to become a successful SEO Specialist. You will learn how to use SEO tools to improve your website's ranking, and you will gain a deep understanding of search engine algorithms. This course is a great way to build a foundation for a career in SEO.

See salaries and explore the career path for SEO Specialist

SEM Specialist

SEM Specialists are responsible for managing search engine marketing campaigns. They use a variety of techniques to improve a website's visibility in search results, which can lead to increased traffic and revenue. This course will help you develop the skills you need to become a successful SEM Specialist. You will learn how to use SEM tools to manage your search engine marketing campaigns, and you will gain a deep understanding of search engine algorithms. This course is a great way to build a foundation for a career in SEM.

See salaries and explore the career path for SEM Specialist

Content Marketer

Content Marketers are responsible for creating and distributing content that attracts and engages customers. They work closely with Marketing Managers to develop and implement content marketing strategies. This course will help you develop the skills you need to become a successful Content Marketer. You will learn how to create and distribute content that is relevant to your target audience, and you will gain a deep understanding of the content marketing funnel. This course is a great way to build a foundation for a career in content marketing.

See salaries and explore the career path for Content Marketer

Social Media Manager

Social Media Managers are responsible for managing a company's social media presence. They create and publish content, engage with customers, and track results. This course will help you develop the skills you need to become a successful Social Media Manager. You will learn how to create and publish effective social media content, and you will gain a deep understanding of social media marketing. This course is a great way to build a foundation for a career in social media marketing.

See salaries and explore the career path for Social Media Manager

Email Marketing Specialist

Email Marketing Specialists are responsible for planning, executing, and measuring email marketing campaigns. They work closely with Marketing Managers to develop and implement email marketing strategies. This course will help you develop the skills you need to become a successful Email Marketing Specialist. You will learn how to create and execute effective email marketing campaigns, and you will gain a deep understanding of email marketing best practices. This course is a great way to build a foundation for a career in email marketing.

See salaries and explore the career path for Email Marketing Specialist

Marketing Analyst

Marketing Analysts are responsible for collecting and analyzing data to measure the effectiveness of marketing campaigns. They use this data to make recommendations for improvements. This course will help you develop the skills you need to become a successful Marketing Analyst. You will learn how to collect and analyze data, and you will gain a deep understanding of marketing analytics techniques. This course is a great way to build a foundation for a career in marketing analytics.

See salaries and explore the career path for Marketing Analyst

Growth Marketer

Growth Marketers are responsible for identifying and implementing strategies to grow a company's customer base. They work closely with Marketing Managers to develop and implement growth marketing strategies. This course will help you develop the skills you need to become a successful Growth Marketer. You will learn how to identify and implement growth marketing strategies, and you will gain a deep understanding of growth marketing best practices. This course is a great way to build a foundation for a career in growth marketing.

See salaries and explore the career path for Growth Marketer

Customer Relationship Manager (CRM)

CRMs are responsible for managing relationships with customers. They work to ensure that customers are satisfied with their products or services and that they have a positive experience with the company. This course will help you develop the skills you need to become a successful CRM. You will learn how to manage customer relationships, and you will gain a deep understanding of customer relationship management best practices. This course is a great way to build a foundation for a career in customer relationship management.

See salaries and explore the career path for Customer Relationship Manager (CRM)

Public Relations (PR) Specialist

PR Specialists are responsible for managing a company's public image. They work to build relationships with the media and other stakeholders, and they help to promote the company's products or services. This course will help you develop the skills you need to become a successful PR Specialist. You will learn how to manage public relations, and you will gain a deep understanding of public relations best practices. This course is a great way to build a foundation for a career in public relations.

See salaries and explore the career path for Public Relations (PR) Specialist

Event Marketing Manager

Event Marketing Managers are responsible for planning and executing marketing events. They work closely with Marketing Managers to develop and implement event marketing strategies. This course will help you develop the skills you need to become a successful Event Marketing Manager. You will learn how to plan and execute effective marketing events, and you will gain a deep understanding of event marketing best practices. This course is a great way to build a foundation for a career in event marketing.

See salaries and explore the career path for Event Marketing Manager

Brand Manager

Brand Managers are responsible for managing a company's brand. They work to develop and implement brand strategies. This course will help you develop the skills you need to become a successful Brand Manager. You will learn how to manage a brand, and you will gain a deep understanding of brand management best practices. This course is a great way to build a foundation for a career in brand management.

See salaries and explore the career path for Brand Manager

Product Marketing Manager

Product Marketing Managers are responsible for managing the marketing of a company's products. They work closely with Product Managers to develop and implement product marketing strategies. This course will help you develop the skills you need to become a successful Product Marketing Manager. You will learn how to manage product marketing, and you will gain a deep understanding of product marketing best practices. This course is a great way to build a foundation for a career in product marketing.

See salaries and explore the career path for Product Marketing Manager

Marketing Consultant

Marketing Consultants provide marketing advice to businesses. They work with businesses to develop and implement marketing strategies. This course will help you develop the skills you need to become a successful Marketing Consultant. You will learn how to provide marketing advice, and you will gain a deep understanding of marketing best practices. This course is a great way to build a foundation for a career in marketing consulting.

See salaries and explore the career path for Marketing Consultant