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Stephane Muller
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.
Read more
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.
Read more
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
Register for this course and see more details by visiting:
OpenCourser.com/course/qkaom8/strategies
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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.
Read more
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
Save this course
Create your own learning path.
Save this course to your list so you can find it easily later.
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Reviews summary
Practical strategies for online customer growth
According to students, this course offers a solid foundational understanding of digital marketing strategies for converting and retaining customers online. Learners frequently highlight its practical applicability, noting that the content on Search Engine Marketing (SEM), Pay-Per-Click (PPC), and landing page optimization provides actionable insights. Many found the focus on building a digital marketing plan particularly useful, enabling immediate application. While it provides a comprehensive overview for beginners, some experienced marketers suggest it may lack advanced depth in certain areas. Overall, it's considered an effective starting point for enhancing online business growth.
Instructor effectively explains complex topics in an accessible way.
"The instructor's explanations were very clear and made even complex topics like PPC campaigns easy to understand."
"I appreciated the concise and straightforward delivery, which kept me engaged throughout the course."
"The way the instructor broke down concepts like quality scores and ad rankings was highly effective."
Well-suited for those new to online marketing strategies.
"As someone new to digital marketing, this course was perfect for giving me a broad yet understandable overview."
"It's an excellent starting point if you're looking to understand how to attract and keep online customers."
"I recommend this for anyone who needs a structured introduction to online conversion and retention tactics."
Offers a clear introduction to key digital marketing concepts.
"This course provides a great introduction to Search Engine Marketing and the critical differences between paid and organic search."
"I found the foundational concepts of PPC and SEO clearly explained, giving me a strong understanding to build upon."
"It helped me grasp the core principles of customer conversion and retention, which are essential for any online business."
Provides actionable strategies immediately applicable to businesses.
"I immediately started applying the strategies to my e-commerce business, especially regarding landing page optimization."
"The course content is very practical; I learned tactics for conversion and retention that I could use right away."
"The focus on building a digital marketing plan throughout the modules was incredibly valuable for my future business."
Digital marketing changes quickly, some content may need updates.
"Given how rapidly the digital marketing landscape evolves, some examples and strategies felt a little dated."
"I think the course could benefit from an update to reflect the latest trends and changes in SEO and PPC algorithms."
"While the principles are solid, more recent case studies or tool references would enhance its value."
May be too basic for experienced digital marketers.
"While good for beginners, I felt some sections were a bit basic for my existing marketing experience and wished for more advanced insights."
"As an intermediate learner, I hoped for deeper dives into specific analytical tools or more sophisticated optimization techniques."
"The course sets a good foundation, but if you're already familiar with these concepts, you might not find enough new information."
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.
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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:
Digital Marketing Manager
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.
Search Engine Optimization (SEO) Specialist
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.
Pay-Per-Click (PPC) Specialist
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.
Content Marketing Manager
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.
Social Media 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.
E-commerce 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.
Digital Analyst
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.
Marketing Consultant
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.
Sales Manager
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.
Customer Success 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.
Product Marketing 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.
Brand 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.
Public relations 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.
Advertising 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.
Marketing Director
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.
For more career information including salaries, visit:
OpenCourser.com/course/qkaom8/strategies
Reading list
We've selected 12 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Strategies for Converting and Retaining Customers Online.
Provides a practical guide to optimizing customer conversion rates. It covers topics such as A/B testing, personalization, and more.
Provides a step-by-step guide to creating and managing PPC campaigns. It covers topics such as campaign setup, keyword targeting, ad copywriting, and more.
Save
Provides a practical guide to growth hacking. It covers topics such as experimentation, viral marketing, and more.
Save
Provides a strategic overview of digital marketing. It covers topics such as customer segmentation, content marketing, and more.
Provides a theoretical overview of the experience economy. It covers topics such as the importance of creating memorable experiences for customers.
Provides a classic framework for marketing and selling technology products to mainstream customers.
Provides a classic framework for understanding the challenges and opportunities of innovation.
Save
Provides a practical framework for developing and executing good strategy.
Provides a practical guide to building a successful startup using the lean methodology.
Provides a contrarian perspective on building successful startups.
Save
Provides a practical guide to getting customers for your startup.
Provides a practical guide to the challenges and opportunities of building a successful business.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/qkaom8/strategies
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Rating
4.7
Effort
10 hours to complete
Level
Introductory
Via
Coursera
Institution
University of California, Irvine
Instructor
Stephane Muller
Language
English
Transcripts
Español
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This course belongs to a
collection
called
E-Marketing. It's comprised of three courses:
- Mobile Marketing, Optimization Tactics, and Analytics
- Identifying, Attracting, and Growing Your Digital Audience
- Strategies for Converting and Retaining Customers Online (viewing)
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