Training Duration: 80 Hours.

This is what you will learn during the Digital Marketing Advanced Training
with Axpino Technologies

Introduction to Digital Marketing

● How Online Marketing works

● Customer Engagement Metrics
● Understand the "See Think Do" Framework
● Case Study walk-through and Identification and setting the work plan for Live project
● Develop a working website by adding themes, plug-ins, web pages etc.
● Define website monetization plan
● Setup AdSense on the web platform
● Understand Acquisition channels and conversation metric

WebAnalytics
● What is Digital Analytics?
● Understand the Web Analytics Process
● Google Analytics
● Google Tag Manage
● Understand how Google Analytics, Google Tag Manager and Google Data Studio can be used for
better understanding of Consumer Behavior

SEO - On page Optimization

● Understand the major functions of a Search Engine

● What is SEO and its need?
● How to find/choose relevant keywords
● Using tools and competitor analysis to find the keywords to optimize the website
● On Page Optimization

SEO - Off page Optimization

● What is the Page Rank? How do you increase this?

● Off page optimization
● Advanced SEO Concepts
● Structured Data
● Local SEO
● Semantic Mark-up
PPC Marketing

● What is Online Advertising?

● Why Pay Per Click (PPC)?
● Types of Online Advertising : Search, Display, Shopping, Video and Retargeting
● Keyword Research
● Search Campaign - Creation and Optimization
● Monitoring a campaign - Quality Score for keywords & CTR for keywords, Ad copies

PPC and Video Marketing:

● Why Display Ads? Isn’t search enough

● What are the different Ad formats
● Display Campaign Creation in AdWords and Finding your target audience
● Video Marketing
● YouTube Channel Creation and Growth
● Video Campaign Creation in AdWords
● Using YouTube videos to redirect traffic to your website
● YouTube video analytics

Social Media Marketing - Facebook and Instagram

● Social media advantages & other touchpoints

● Selling on social media and content formats
● Facebook
● Consumer POV, Marketer POV & Publisher POV
● Engaging with fans on Facebook and growing organically
● Advertising On Facebook - Creating And Running An Ad
● Facebook Insights - Understanding important metrics to measure audience engagement
● Ad Manager On Facebook
● Instant Articles & Facebook Audience Network
● Instagram
● Why We Need Instagram - And a different approach as compared to Facebook!
● How to grow on Instagram organically
● Advertising On Instagram - Running Ads & Understanding Ad Formats
● How to become an Instagram influencer

Social Media Marketing - 2 and Content Marketing

● SnapChat Marketing
● LinkedIn Marketing
● Twitter Marketing and Ads
● Pinterest Marketing
● Content Marketing
● Tools used in content marketing
● Content creation and curation tools
● Content automation tools

Email Marketing:

● Email Marketing advantages and When to use it

● How to create a Email Marketing list
● Using Mailchimp
 ● How to develop an email list
● How to write engaging emails?
● Content writing and A/B testing
● Drip E-mail Marketing
● How to deal with domain black list?

Affiliate Marketing

● What is Affiliate Marketing and how does it work?

● The Different Commission Structures Involved
● Best Practices in setting up an Affiliate Program
● Different type of Affiliates with examples
● Tracking and Attribution Models
● Establishing an Affiliate Network for your website
● How to Sign Up Affiliates for your website
● Setting up your own Affiliate Program

Lead Management and Growth Hacking

● What is lead generation? and different methods

● Best practices in setting up a lead management system
● How to nurture leads? Case Studies.
● Strategies to convert leads into users of your platform
● Growth Management
● What is Growth Hacking?
● The problem that Growth Hacking solves
● The Lean Marketing framework

Project Review and Mobile Marketing

● Revise the Online Marketing methods

● Revisit Google Analytics, AdWords, and Facebook insights to identify the improvement areas
● Mobile Marketing
● Why your Website should be mobile friendly
● Responsive v/s Separate mobile portal
● Mobile site vs App
● Getting listed on app stores and App Store Optimization(ASO)
● How to Promote your App
● How to Monetize your App

Funnel Creation and Optimization

A funnel is a multi-modality, multi-step campaign that seamlessly and subtly leads a prospect towards
a desired action. Why do we need a funnel? Because:

1. A website is not enough

2. A great product or a service is not enough
3. Even traffic alone is not enough

For a business to succeed you need automation funnel. Something that looks like this:
1. Introduction to Marketing Funnels
a. What is a marketing funnel
b. Customer Value Optimization
c. Formula for growth
d. Automated funnels
e. Types of funnels
f. Leads vs customers
2. Determining the Product/Market fit
a. Marketing Goals
b. Value hypothesis
c. Crafting Value Statement
d. Traffic analysis
3. Lead Magnet
a. Introducing lead magnets
b. Cost factor vs Value factor
c. Lead magnets and specificity
d. Lead magnet examples
e. Lead magnet ideas
f. Landing page checklist
4. Tripwire offers
a. Introducing tripwires
b. Types of commitment
c. Types of tripwire
d. Tripwire checklist
5. Profit Maximizers
a. Introducing profit maximizers
b. Immediate upsells
c. Cross-sells
d. Automation
6. Customer Return Path
a. What is a customer return path
b. Exit offers
c. Retargeting
d. Segmentation
e. Compete funnel targeting
 7. Setting up a Live Funnel
a. Different kinds of funnels
b. Example funnel templates
c. Creating your own funnel
d. Creating funnel pages
e. Creating email campaigns
f. Creating automation logic
g. Traffic test

Marketing Optimization with Hubspot

1. Introduction to Inbound Marketing

2. Lead nurturing programs
3. Building digital personas
4. Digital strategies
5. Building a lead nurturing campaign
6. Marketing automation strategy for full lifecycle management
7. Search and social retargeting
8. Demand generation – sales and marketing alignment
9. Lean content marketing for lead generation
10. Lead generation – quality, quantity and conversion
11. Metrics
Programmatic Buying using Double Click by Google

1. Overview and Setup

a. DoubleClick Search overview
b. Supported engines, languages, and ads
c. Setup the Account
d. Manage users and settings
e. Timeline for getting started with DoubleClick Search
2. Manage campaigns
a. Create and edit campaigns
b. Sync changes from the engine into DoubleClick Search
c. Automate your workflow
d. Remarketing
e. Experiment with ad copy
f. Test landing pages
3. Automate bidding
a. About DoubleClick Search bid strategies
b. Create and apply cross-engine bid strategies
c. Create and apply DoubleClick Search bid strategies
d. Evaluate bid strategy performance
4. Measure results
a. View and customize reports
b. Save, download, or schedule a report
c. Create and apply labels