Digital Marketing Strategy & Web Fundamentals Online (Self-Paced)

This is the foundation course for the program. Before a website can be optimized for an audience, that audience has to be identified, so the course starts with defining who you are trying to reach, building customer personas, and articulating a value proposition that gives someone a reason to choose you. From there it covers goal setting and the metrics that actually indicate progress rather than simply moving.

The second half turns to the website itself: the elements every site needs in order to convert visitors into leads, how those leads are nurtured toward a sale, and how to read marketing performance to improve return on investment. You finish with a complete digital marketing strategy document covering audience, positioning, conversion pathways, and measurement, which becomes the reference point for every channel-specific course that follows.

What You Will Learn

• Define a target audience and build customer personas
• Develop a value proposition that differentiates your business
• Set marketing goals and choose metrics that reflect real progress
• Identify the website elements that drive conversions
• Build conversion pathways that turn visitors into leads
• Nurture leads toward a sale
• Analyze marketing performance and improve return on investment