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Strategies for Converting and Retaining Customers Online
  • Level Foundation
  • Duration 11 hours
  • Course by University of California, Irvine
  • Offered by

About

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

Modules

Search Engine Marketing (SEM)

    • 1 Videos
    • 2 Readings
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1 Videos

  • Search Engine Marketing

2 Readings

  • Search Engine Marketing
  • Supplemental Resources

The Search Engine Optimization (SEO) Process

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 1 Knowledge Check

1 Discussions

  • Creating Keywords and Phrases

1 Readings

  • Keywords

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

    • 3 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 2 Knowledge Check

1 Discussions

  • PPC Ad Campaign Activity

3 Readings

  • Pay-Per-Click (PPC)
  • Supplemental Resources
  • Search Engine Metrics

Landing Page Basics

    • 1 Videos
    • 2 Readings
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1 Videos

  • Microsites and Landing Pages

2 Readings

  • Introduction to Landing Pages
  • Supplemental Resources

Landing Pages and SEM Strategy Development

    • 2 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 3 Knowledge Check

1 Discussions

  • Critique a Landing Page

2 Readings

  • Ad Rank, Ad Copy, and How to Optimize Your Ads
  • Developing Your SEM Strategy

Online Customer Conversion

    • 4 Readings
    • 1 Discussion
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1 Discussions

  • Landing Page Overview Activity

4 Readings

  • Microsites and Calls to Action
  • Supplemental Resources
  • The Simplified Sales Process
  • Enhancement Features and Personalization

Customer Retention

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Module 4 Knowledge Check

1 Videos

  • Building Customer Loyalty

1 Readings

  • Retention Tactics
Stephane Muller
Instructor

Stephane Muller