Attract and Engage Customers with Digital Marketing from Coursera

Attract and Engage Customers with Digital Marketing is the second of seven courses in the Google Digital Marketing & E-commerce Certificate. In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You’ll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building. You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs. By the end of this course you’ll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people's interests with products and services.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

By the end of this course, you will be able to do the following:

- Identify customer personas and build your target audience

- Describe the marketing funnel’s purpose and benefits

- Know how to increase your conversion rate

- Explain the purpose of SEO and the essential SEO terms to know

- Use Google Search Console and its reports to monitor a site’s presence in Google Search results

- Recognize the benefits of SEM and why to do it

- Understand the fundamentals of Google Ads and targeting audiences

What's inside

Syllabus

Introduction to attract and engage customers with digital marketing

You will continue to learn about the marketing funnel and its stages: awareness, consideration, conversion, and loyalty. You’ll also learn strategies for turning potential customers into paying and repeat customers at each stage of the marketing funnel. Finally, you’ll explore how to use customer personas to understand consumers’ goals, pain points, and preferred online platforms.

Understand search engine optimization (SEO)

You will review the fundamentals of SEO. Then, you’ll gain a basic understanding of how the Google Search engine works and how websites are ranked. Then, you’ll learn how to do keyword research.

Apply search engine optimization (SEO)

You will examine how to optimize a website for search engine optimization, including strategies for content, images, and linking. You’ll also learn how to help search engines better understand your content. Next, you’ll explore how to craft effective website titles and add structured data markups to help users and search engines find what they need. Then, you’ll learn all about how to use SEO tools to analyze search performance and user behavior.

Search engine marketing (SEM) and display advertising

You will learn about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll learn best practices for creating an ad in search results or a display ad. You’ll finish the course understanding how to apply and improve display ads.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Helps professionals transition their traditional marketing experience into the digital realm

Provides hands-on experience simulating common tasks in the field

Teaches use of various digital marketing tools, providing learners with practical experience

Provides learners with strategies to engage with and retain customers online

Provides a comprehensive overview of fundamental digital marketing concepts and techniques

Helps learners understand how to effectively use search engine optimization and paid search advertising

Requires learners to come into the course with pre-existing marketing knowledge

May require learners to purchase additional tools or resources

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 Attract and Engage Customers with Digital Marketing with these activities:

Refresh Your SEO Fundamentals

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Review and reinforce your understanding of basic SEO concepts, including keyword research, search engine algorithms, and link building, before taking the course.

Browse courses on Search Engine Optimization

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Read articles and blog posts about SEO basics.
Watch videos or take online courses on SEO.
Practice keyword research using free tools like Google Keyword Planner.

Attend an SEO Workshop

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Immerse yourself in a focused and interactive SEO workshop led by industry experts to gain hands-on knowledge and practical insights.

Browse courses on Search Engine Optimization

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Search for SEO workshops conducted by reputable organizations or trainers.
Register for a workshop that aligns with your learning goals.
Attend the workshop, participate actively, and engage with instructors and fellow attendees.

Follow SEO Tutorials

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Deepen your understanding of SEO by following step-by-step tutorials that demonstrate how to optimize websites for search engines.

Browse courses on Search Engine Optimization

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Find reputable SEO tutorials on platforms like Udemy or Coursera.
Follow the tutorials carefully, completing all exercises and assignments.
Apply what you learn by optimizing a practice website or blog.

Five other activities

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Join an SEO Study Group

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Collaborate with other learners to discuss SEO concepts, share best practices, and troubleshoot challenges, reinforcing your understanding.

Browse courses on Search Engine Optimization

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Find a study group or create your own with classmates or online communities.
Set regular meeting times and discuss assigned topics or case studies.
Share and provide feedback on each other's SEO projects.

Conduct Keyword Research Exercises

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Sharpen your keyword research skills by completing exercises that involve identifying relevant keywords for specific topics or businesses.

Browse courses on Keyword Research

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Use Google Keyword Planner or other keyword research tools to find keywords.
Analyze search volume, competition, and relevance of keywords.
Create a list of targeted keywords to use in your SEO efforts.

Volunteer with a Digital Marketing Organization

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Gain practical experience and connect with professionals in the field by volunteering with an organization focused on digital marketing.

Browse courses on Digital Marketing

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Research local or online organizations involved in digital marketing.
Contact organizations to inquire about volunteer opportunities.
Participate in digital marketing campaigns or projects under the guidance of experienced professionals.

Develop an SEO Strategy for a Real-World Business

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Apply your SEO knowledge to create a comprehensive SEO strategy for a real-world business, considering their target audience, industry, and competition.

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Research the business, its industry, and its competitors.
Conduct thorough keyword research and analysis.
Develop a content strategy that targets relevant keywords and provides valuable information to users.
Identify and implement technical SEO improvements to enhance the website's performance in search results.
Track and monitor the results of your SEO strategy and make adjustments as needed.

Contribute to Open-Source SEO Projects

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Contribute to open-source SEO projects to gain hands-on experience, learn from experts, and make a meaningful impact on the SEO community.

Browse courses on Search Engine Optimization

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Find open-source SEO projects on platforms like GitHub or GitLab.
Review the project documentation and identify areas where you can contribute.
Submit code improvements, bug fixes, or feature enhancements.

Career center

Learners who complete Attract and Engage Customers with Digital Marketing will develop knowledge and skills that may be useful to these careers:

Search Engine Optimization (SEO) Specialist

An SEO Specialist is responsible for optimizing websites and content for search engines in order to improve visibility and organic traffic. This course can help you develop the skills needed to succeed in this role by teaching you the fundamentals of SEO, including how to do keyword research, optimize website content, and build backlinks. You will also learn how to use Google Search Console and other tools to track and analyze SEO performance. Overall, this course may be useful for those looking to start or advance a career as an SEO Specialist.

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

Search Engine Marketing (SEM) Specialist

A SEM Specialist is responsible for creating and managing paid search campaigns in order to generate traffic and leads. This course can help you develop the skills needed to succeed in this role by teaching you the basics of SEM, including how to create effective search ads, target audiences, and track campaign performance. You will also learn about different types of SEM campaigns, such as search, display, and video advertising. Overall, this course may be useful for those looking to start or advance a career as a SEM Specialist.

See salaries and explore the career path for Search Engine Marketing (SEM) Specialist

Digital Analytics Manager

A Digital Analytics Manager is responsible for collecting, analyzing, and interpreting data in order to improve the performance of digital marketing campaigns. This course can help you develop the skills needed to succeed in this role by teaching you how to use Google Analytics and other tools to track website traffic, analyze campaign performance, and identify areas for improvement. You will also learn about different data analysis techniques, such as A/B testing and regression analysis. Overall, this course may be useful for those looking to start or advance a career as a Digital Analytics Manager.

See salaries and explore the career path for Digital Analytics Manager

Display Advertising Specialist

A Display Advertising Specialist is responsible for creating and managing display advertising campaigns in order to reach and engage target audiences. This course can help you develop the skills needed to succeed in this role by teaching you the basics of display advertising, including how to create effective display ads, target audiences, and track campaign performance. You will also learn about different types of display advertising, such as banner ads, rich media ads, and video ads. Overall, this course may be useful for those looking to start or advance a career as a Display Advertising Specialist.

See salaries and explore the career path for Display Advertising Specialist

Affiliate Marketer

An Affiliate Marketer is responsible for promoting other people's products or services in order to earn a commission. This course can help you develop the skills needed to succeed in this role by teaching you how to find and partner with other businesses, create effective affiliate marketing campaigns, and track campaign performance. You will also learn about different affiliate marketing platforms, such as ClickBank and ShareASale. Overall, this course may be useful for those looking to start or advance a career as an Affiliate Marketer.

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E-commerce Manager

An E-commerce Manager is responsible for managing the day-to-day operations of an online store. This course can help you develop the skills needed to succeed in this role by teaching you how to manage inventory, process orders, and provide customer service. You will also learn about different e-commerce platforms, such as Shopify and WooCommerce. Overall, this course may be useful for those looking to start or advance a career as an E-commerce Manager.

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Data Scientist

A Data Scientist is responsible for using data to solve business problems. This course can help you develop the skills needed to succeed in this role by teaching you how to collect, clean, and analyze data. You will also learn about different data science techniques, such as machine learning and artificial intelligence. Overall, this course may be useful for those looking to start or advance a career as a Data Scientist.

See salaries and explore the career path for Data Scientist

Business Analyst

A Business Analyst is responsible for using data to improve the efficiency and effectiveness of business processes. This course can help you develop the skills needed to succeed in this role by teaching you how to collect, analyze, and interpret data. You will also learn about different business analysis techniques, such as process mapping and value stream mapping. Overall, this course may be useful for those looking to start or advance a career as a Business Analyst.

See salaries and explore the career path for Business Analyst

Marketing Manager

A Marketing Manager is responsible for developing and executing marketing strategies. This course can help you develop the skills needed to succeed in this role by teaching you how to identify target markets, develop marketing campaigns, and measure campaign performance. You will also learn about different marketing channels, such as digital marketing, print advertising, and public relations. Overall, this course may be useful for those looking to start or advance a career as a Marketing Manager.

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Product Manager

A Product Manager is responsible for developing and managing products. This course can help you develop the skills needed to succeed in this role by teaching you how to identify market needs, develop product specifications, and manage product launches. You will also learn about different product management methodologies, such as Agile and Scrum. Overall, this course may be useful for those looking to start or advance a career as a Product Manager.

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Digital Marketing Manager

A Digital Marketing Manager is in charge of developing and executing digital marketing campaigns that reach and engage target audiences. This course can help you develop the skills needed to succeed in this role by teaching you how to use search engine optimization (SEO), search engine marketing (SEM), and display advertising. You will also learn how to use customer personas to understand consumer goals and pain points, which is essential for creating effective marketing campaigns. Overall, this course can be useful for those looking to start or advance a career as a Digital Marketing Manager.

See salaries and explore the career path for Digital Marketing Manager

Project Manager

A Project Manager is responsible for planning, executing, and closing projects. This course can help you develop the skills needed to succeed in this role by teaching you how to manage project scope, timelines, and budgets. You will also learn about different project management methodologies, such as Waterfall and Agile. Overall, this course may be useful for those looking to start or advance a career as a Project Manager.

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Content Marketer

A Content Marketer is responsible for creating and distributing content that attracts and engages target audiences. This course can help you develop the skills needed to succeed in this role by teaching you how to create effective content, such as blog posts, articles, infographics, and videos. You will also learn how to use social media, email marketing, and other channels to distribute your content. Overall, this course may be useful for those looking to start or advance a career as a Content Marketer.

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Social Media Manager

A Social Media Manager is responsible for creating and managing social media campaigns in order to reach and engage target audiences. This course can help you develop the skills needed to succeed in this role by teaching you how to create effective social media content, manage social media accounts, and track campaign performance. You will also learn about different social media platforms, such as Facebook, Twitter, and Instagram. Overall, this course may be useful for those looking to start or advance a career as a Social Media Manager.

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Email Marketing Manager

An Email Marketing Manager is responsible for creating and managing email marketing campaigns in order to reach and engage target audiences. This course can help you develop the skills needed to succeed in this role by teaching you how to create effective email campaigns, manage email lists, and track campaign performance. You will also learn about different email marketing platforms, such as MailChimp and Constant Contact. Overall, this course may be useful for those looking to start or advance a career as an Email Marketing Manager.

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