Strategies for Converting and Retaining Customers Online from Coursera

Welcome to Course 2 of the E-Marketing Specialization: Strategies for Converting and Retaining Customers Online. In this course, we will begin with an introduction to Search Engine Marketing. We will then explore elements of an effective marketing campaign, landing pages, and strategies for converting and retaining your customer base.

You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan.

Our learning goals for this course are to:

- Explore how to leverage keywords and search engine marketing in your ad campaigns

- Develop a sample pay per click (PPC) ad campaign that aligns with your marketing goals

- Analyze a landing page and identify successful and unsuccessful elements

- Recognize how to apply calls-to-action to increase customer conversion

- Identify tactics of customer conversion and retention to add to your digital marketing plan

What's inside

Syllabus

Introduction to Search Engine Marketing

Welcome to Module 1: Introduction to Search Engine Marketing. In this module, we will cover the terminology and foundational concepts associated with Search Engine Marketing or SEM. We will review the tactics and strategies that will make your website more visible on the Internet, and how to use Search Engine Optimization and Keywords to attract new consumers and grow your customer base.

Pay-Per-Click (PPC) and Search Engine Optimization (SEO)

Welcome to Module 2: Pay-Per-Click (PPC) and Search Engine Optimization (SEO). In this module, we will explore aspects of the PPC online marketing strategy. We will cover the main differences between paid and organic search engine optimization models, and how each model will affect the search results your potential customers will find. Finally, we will use this knowledge to weigh the pros and cons of each strategy and discuss how to decide which one is best for your business or website.

Landing Pages

Welcome to Module 3: Landing Pages. In this module, we will explore the elements of an effective landing page and which aspects to focus on for successful conversion. We will review what mistakes to avoid when building a landing page and common problems to consider. And finally, we will build on the concepts you have learned in the previous modules to draw connections between various search engine marketing models and how they influence landing pages in terms of advertisement rankings and quality scores.

Conversion and Retention

Welcome to Module 4: Conversion and Retention. In this module, you will begin to think about conversion as a journey that the customer takes. You will also study how you can influence this journey with a creative digital strategy. You will then discuss tactics for achieving audience conversion before moving onto a lesson about the final step in the process: retention. You will learn why retention is so important in a sales strategy and the digital tactics that contribute to retaining customers. Finally, you will study microsites and how they can be instrumental in reaching the target niche audiences for your website or business.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores concepts of SEM to assist learners in increasing visibility of their website or business online

Helps learners develop a pay per click (PPC) ad campaign that is aligned with their marketing goals

Provides guidance on analyzing landing pages and identifies successful and unsuccessful elements

Highlights tactics of customer conversion and retention which can be added to a digital marketing plan

Course instructors are recognized for their work in SEM

Teaches skills which are highly relevant to industry and practice

Reviews summary

Customer conversion and retention strategies

According to students, this course is a good starting point for beginners looking to enter the industry and learn about customer conversion. Beginners say the materials are essential for learning about search engine optimization and customer retention tactics. Experienced learners may not find much new information, however. Reviews indicate the difficulty level is appropriate for beginners with easy-to-follow content.

Appropriate for beginners.

"So far the content has been easy to follow and interesting for beginners."

Suitable for beginners.

"It's good for beginners wanting to start on this industry."

"Best course for the beginners"

Essential for beginners.

"This course provides essential materials in order to acquaintance with the latest tools about search engine marketing."

"I've learned a lot through this course."

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 Strategies for Converting and Retaining Customers Online with these activities:

Review Concepts of Search Engine Optimization

Show steps

Establish a solid foundation for students by refreshing their knowledge of search engine optimization concepts, ensuring they have a clear understanding of the fundamentals before delving deeper into the course.

Browse courses on Search Engine Optimization

Show steps

Review the basics of SEO.
Identify different SEO techniques.
Learn how to use SEO tools.

Review Best Practices for Writing Call-to-Actions

Show steps

Reinforce the importance of effective call-to-actions and provide practical tips to enhance student's ability to craft compelling CTAs that drive conversions.

Browse courses on conversion optimization

Show steps

Review guidelines for writing effective call-to-actions.
Analyze examples of successful call-to-actions.
Practice writing your own call-to-actions.

Attend a Workshop on Effective Keyword Research

Show steps

Provide students with an immersive learning experience by attending a workshop specifically designed to enhance their keyword research skills, a crucial aspect of search engine marketing.

Browse courses on Search Engine Optimization

Show steps

Identify the right keywords for your business.
Use keyword research tools effectively.
Track your keyword performance and make adjustments as needed.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Build a Landing Page Using a Template

Show steps

Provide a hands-on opportunity to design and develop a landing page, fostering a deeper understanding of landing page best practices and their impact on conversion.

Browse courses on conversion optimization

Show steps

Choose a landing page template.
Customize the template with your own content.
Test the landing page and make adjustments as needed.

Explore Customer Conversion and Retention Tactics

Show steps

Provide structured guidance to students as they explore various customer conversion and retention tactics, expanding their knowledge and skills in these areas.

Browse courses on Customer Segmentation

Show steps

Identify different customer segments.
Research and select effective retention marketing strategies.
Set up an email marketing campaign.

Read 'The Conversion Code' by Chris Smith

Show steps

Enhance students' understanding of the principles and techniques discussed in the course by providing a deeper dive into the subject matter through a relevant book.

View The Conversion Code on Amazon

Show steps

Read the book and take notes.
Identify key concepts and insights.
Apply the knowledge gained to your own marketing efforts.

Develop a Digital Marketing Plan

Show steps

Enable students to apply their knowledge and skills by creating a comprehensive digital marketing plan, which serves as a valuable tool for their future marketing endeavors.

Browse courses on Digital Marketing Plan

Show steps

Define your marketing goals and objectives.
Identify your target audience.
Develop a content strategy.
Choose the right marketing channels.
Set up a budget and timeline.

Career center

Learners who complete Strategies for Converting and Retaining Customers Online will develop knowledge and skills that may be useful to these careers:

Search Engine Optimization (SEO) Specialist

SEO Specialists help businesses improve their organic search rankings. They use their knowledge of search engine algorithms and keyword research to optimize websites and content for search engines. This course will help you develop the skills you need to conduct keyword research, optimize landing pages, and track your results. It will also provide you with a deep understanding of how search engines work, which will be essential for your success as an SEO Specialist.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Digital Marketing Manager

Digital Marketing Managers plan and execute marketing campaigns that span multiple online channels. They use their knowledge of digital marketing strategies like search engine marketing and pay-per-click advertising to drive traffic to a company's website and increase brand awareness. This course provides a strong foundation in these concepts and will help you develop the skills you need to succeed as a Digital Marketing Manager.

See salaries and explore the career path for Digital Marketing Manager

Pay-Per-Click (PPC) Specialist

PPC Specialists manage paid search advertising campaigns. They use their knowledge of keyword research, ad copywriting, and campaign optimization to generate leads and drive traffic to a company's website. This course will help you develop the skills you need to create and manage successful PPC campaigns. It will also provide you with a deep understanding of how PPC advertising works, which will be essential for your success as a PPC Specialist.

See salaries and explore the career path for Pay-Per-Click (PPC) Specialist

Content Marketing Manager

Content Marketing Managers plan and execute content marketing campaigns that are designed to attract and engage a target audience. They use their knowledge of content marketing strategies, SEO, and social media to create and distribute content that is valuable and relevant to their audience. This course will help you develop the skills you need to create and manage successful content marketing campaigns. It will also provide you with a deep understanding of how content marketing works, which will be essential for your success as a Content Marketing Manager.

See salaries and explore the career path for Content Marketing Manager

Social Media Manager

Social Media Managers plan and execute social media campaigns that are designed to increase brand awareness, generate leads, and drive traffic to a company's website. They use their knowledge of social media marketing strategies, content creation, and community management to create and distribute content that is engaging and relevant to their audience. This course will help you develop the skills you need to create and manage successful social media campaigns. It will also provide you with a deep understanding of how social media marketing works, which will be essential for your success as a Social Media Manager.

See salaries and explore the career path for Social Media Manager

E-commerce Manager

E-commerce Managers plan and execute e-commerce strategies that are designed to increase sales and improve customer satisfaction. They use their knowledge of e-commerce marketing, website design, and customer service to create and manage online stores that are user-friendly and efficient. This course will help you develop the skills you need to create and manage successful e-commerce stores. It will also provide you with a deep understanding of how e-commerce works, which will be essential for your success as an E-commerce Manager.

See salaries and explore the career path for E-commerce Manager

Digital Analyst

Digital Analysts collect and analyze data from digital marketing campaigns to measure their effectiveness and identify areas for improvement. They use their knowledge of data analysis techniques, such as web analytics and social media analytics, to provide insights that can help businesses improve their marketing strategies. This course will help you develop the skills you need to collect and analyze data from digital marketing campaigns. It will also provide you with a deep understanding of how data analysis can be used to improve marketing performance.

See salaries and explore the career path for Digital Analyst

Marketing Consultant

Marketing Consultants provide marketing advice and support to businesses of all sizes. They use their knowledge of marketing strategies, market research, and customer behavior to help businesses develop and implement marketing plans that are designed to achieve their business goals. This course will help you develop the skills you need to provide marketing consulting services to businesses. It will also provide you with a deep understanding of how marketing works, which will be essential for your success as a Marketing Consultant.

See salaries and explore the career path for Marketing Consultant

Sales Manager

Sales Managers plan and execute sales strategies that are designed to increase sales and improve customer satisfaction. They use their knowledge of sales techniques, customer relationship management, and market research to develop and implement sales plans that are tailored to their target market. This course may be useful for Sales Managers who want to learn more about digital marketing strategies that can be used to generate leads and drive sales.

See salaries and explore the career path for Sales Manager

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with their products or services. They use their knowledge of customer service, product management, and marketing to develop and implement strategies that are designed to improve customer satisfaction and retention. This course may be useful for Customer Success Managers who want to learn more about digital marketing strategies that can be used to acquire and retain customers.

See salaries and explore the career path for Customer Success Manager

Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing strategies for new and existing products. They use their knowledge of product management, market research, and customer behavior to create and implement marketing plans that are designed to increase product awareness and sales. This course may be useful for Product Marketing Managers who want to learn more about digital marketing strategies that can be used to generate leads and drive sales.

See salaries and explore the career path for Product Marketing Manager

Brand Manager

Brand Managers are responsible for developing and executing marketing strategies that are designed to build and maintain a strong brand image. They use their knowledge of brand management, market research, and customer behavior to create and implement marketing plans that are designed to increase brand awareness and loyalty. This course may be useful for Brand Managers who want to learn more about digital marketing strategies that can be used to build and maintain a strong brand image.

See salaries and explore the career path for Brand Manager

Public relations manager

Public Relations Managers are responsible for developing and executing public relations campaigns that are designed to improve a company's reputation and visibility. They use their knowledge of public relations, media relations, and crisis management to create and implement public relations plans that are designed to achieve their business goals. This course may be useful for Public Relations Managers who want to learn more about digital marketing strategies that can be used to generate positive media coverage and build relationships with key stakeholders.

See salaries and explore the career path for Public relations manager

Advertising Manager

Advertising Managers are responsible for developing and executing advertising campaigns that are designed to increase brand awareness and sales. They use their knowledge of advertising, marketing, and media planning to create and implement advertising plans that are tailored to their target market. This course may be useful for Advertising Managers who want to learn more about digital marketing strategies that can be used to generate leads and drive sales.

See salaries and explore the career path for Advertising Manager

Marketing Director

Marketing Directors are responsible for developing and executing marketing strategies that are designed to achieve a company's business goals. They use their knowledge of marketing, sales, and finance to create and implement marketing plans that are tailored to their target market. This course may be useful for Marketing Directors who want to learn more about digital marketing strategies that can be used to generate leads and drive sales.

See salaries and explore the career path for Marketing Director