Digital Marketing For Startup & Leaders → Primary Success Metrics

Introduction 1
- Lecture1.1
  
  Welcome to Session 1 02 min
Build Your Model 4
- Lecture2.1
  
  Introduction to Building Your Model 05 min
- Lecture2.2
  
  Role of Marketing 09 min
- Lecture2.3
  
  Importance of Marketing 04 min
- Lecture2.4
  
  Introduction to Building Your Model 01 min
Step 1: Know Your Numbers 2
- Lecture3.1
  
  Step 1: Know Your Numbers 12 min
- Lecture3.2
  
  HOMEWORK: KNOW YOUR NUMBERS 03 min
Step 2: Measuring 4
- Lecture4.1
  
  Step 2: Measuring 09 min
- Lecture4.2
  
  Experience Mapping 04 min
- Lecture4.3
  
  The Buying Process 09 min
- Lecture4.4
  
  HOMEWORK: BUYER JOURNEY QUESTIONS 03 min
Step 3: Conversion Rates 2
- Lecture5.1
  
  Step 3: Conversion Rates 09 min
- Lecture5.2
  
  Industry Averages
Step 4: Building Your Model 3
- Lecture6.1
  
  Step 4: Building Your Model 05 min
- Lecture6.2
  
  Knowing the Value of a Lead 05 min
- Lecture6.3
  
  HOMEWORK: BUILD YOUR MODEL 03 min
Step 5: Building Your Scenarios 2
- Lecture7.1
  
  Step 5: Building Your Scenarios 09 min
- Lecture7.2
  
  HOMEWORK: BUILD YOUR FUNNEL 03 min
Next Steps 2
- Lecture8.1
  
  Next Steps 03 min
- Lecture8.2
  
  End of Session 11 min
SESSION 2 INTRODUCTION 1
- Lecture9.1
  
  Welcome to Session 2
The Belief Framework 1
- Lecture10.1
  
  Introduction to the Belief Framework 12 min
Rules of Belief 5
- Lecture11.1
  
  Rule 1: Everybody has Beliefs 07 min
- Lecture11.2
  
  Rule 2: Belief is a Strong Motivator 08 min
- Lecture11.3
  
  Rule 3: Belief Preceeds Behavior 06 min
- Lecture11.4
  
  Rule 4: All Beliefs can be Developed 02 min
- Lecture11.5
  
  Rule 5: Beliefs can be Measured 05 min
The Belief Framework 1
- Lecture12.1
  
  THE 5 BELIEF FRAMEWORK PRINCIPLES 03 min
Principle 1: Act Like a Mentor 7
- Lecture13.1
  
  Principle 1: Act Like a Mentor 07 min
- Lecture13.2
  
  Definition of Mentorship 05 min
- Lecture13.3
  
  A Mentor is Other-Centered 03 min
- Lecture13.4
  
  A Mentor is Authentic 05 min
- Lecture13.5
  
  A Mentor is Empathetic 05 min
- Lecture13.6
  
  A Mentor is an Authority 05 min
- Lecture13.7
  
  A Mentor is Committed 05 min
Principle 2: Your Curstomer is Human 6
- Lecture14.1
  
  Principle 2: Your Customer is Human 03 min
- Lecture14.2
  
  Introduction to Personas 06 min
- Lecture14.3
  
  HOMEWORK: DEFINING YOUR TARGET MARKET 03 min
- Lecture14.4
  
  Elements of a Good Persona 08 min
- Lecture14.5
  
  Telling Your Persona’s Story 07 min
- Lecture14.6
  
  HOMEWORK: PERSONAS 05 min
Principle 3: Identify and Establish the Need 5
- Lecture15.1
  
  Principle 3: Identify and Establish the Need 09 min
- Lecture15.2
  
  Defining Consumer Needs 06 min
- Lecture15.3
  
  Discovering Your Genuine Contribution 12 min
- Lecture15.4
  
  Create or Satisfy Needs? 04 min
- Lecture15.5
  
  HOMEWORK: IDENTIFY AND ESTABLISH THE NEED 04 min
Principle 4: You Have the Solution 5
- Lecture16.1
  
  Principle 4: You Have the Solution 05 min
- Lecture16.2
  
  Journey Specific Solutions 10 min
- Lecture16.3
  
  HOMEWORK: ESTABLISHING THE SOLUTION 04 min
- Lecture16.4
  
  Content Types per Stage 08 min
- Lecture16.5
  
  HOMEWORK: DEFINING THE BUYING PROCESS 03 min
Principle 5: People Respond to Direction 5
- Lecture17.1
  
  Principle 5: People Respond to Direction 05 min
- Lecture17.2
  
  Ad & Brand Exposure 05 min
- Lecture17.3
  
  Two Types of Actions 06 min
- Lecture17.4
  
  Creating the Belief Framework 03 min
- Lecture17.5
  
  HOMEWORK: THE BELIEF FRAMEWORK 10 min
Important Tensions 2
- Lecture18.1
  
  Values-Based vs Fear-Based Marketing 06 min
- Lecture18.2
  
  Features vs Benefits 05 min
SESSION 3 INTRODUCTION 1
- Lecture19.1
  
  Welcome to Session 3 01 min
Conversion Rate Optimization (CRO) 3
- Lecture20.1
  
  Introduction to CRO 11 min
- Lecture20.2
  
  Defining Conversion 14 min
- Lecture20.3
  
  Building Your Conversion Plan 07 min
STEP 1: MEASURE 8
- Lecture21.1
  
  Measure 13 min
- Lecture21.2
  
  3 Primary Methods of Data Analysis 09 min
- Lecture21.3
  
  Data Tools and Tags 07 min
- Lecture21.4
  
  HOMEWORK: INSTALLING TOOLS 07 min
- Lecture21.5
  
  Important KPIs 04 min
- Lecture21.6
  
  Funnel Pages 03 min
- Lecture21.7
  
  HOMEWORK: DASHBOARD & REPORTS 04 min
- Lecture21.8
  
  HOMEWORK: SEGMENTS 03 min
STEP 2: ANALYZE 2
- Lecture22.1
  
  Analyze 09 min
- Lecture22.2
  
  Funnel Touchpoints 11 min
STEP 3: STRATEGIZE 4
- Lecture23.1
  
  Strategize 01 min
- Lecture23.2
  
  Hypothesize 11 min
- Lecture23.3
  
  Prioritize 03 min
- Lecture23.4
  
  HOMEWORK: CRO WORKLOG 10 min
STEP 4: DESIGN 6
- Lecture24.1
  
  Design 04 min
- Lecture24.2
  
  Mobile Design 05 min
- Lecture24.3
  
  Buzzword Compliance 02 min
- Lecture24.4
  
  User Experience 03 min
- Lecture24.5
  
  Consumer Focus 02 min
- Lecture24.6
  
  What’s Missing? 04 min
STEP 5: IMPLEMENT 1
- Lecture25.1
  
  Implement 11 min
STEP 6: LEARN 1
- Lecture26.1
  
  Learn 05 min
Key CRO Takeaways 1
- Lecture27.1
  
  Key CRO Takeaways 03 min
SESSION 4 INTRODUCTION 1
- Lecture28.1
  
  Welcome to Session 4 02 min
Search Engine Optimization (SEO) 6
- Lecture29.1
  
  Introduction to SEO 08 min
- Lecture29.2
  
  Defining Modern SEO 07 min
- Lecture29.3
  
  The 5 Primary Keys of SEO 07 min
- Lecture29.4
  
  Common SEO Myths and Misconceptions 07 min
- Lecture29.5
  
  Why is SEO Important? 04 min
- Lecture29.6
  
  The SEO Plan 02 min
PART 1: TECHNICAL SEO 6
- Lecture30.1
  
  Technical SEO 10 min
- Lecture30.2
  
  Meta Tags 01 min
- Lecture30.3
  
  Meta Tag: Title 06 min
- Lecture30.4
  
  Meta Tag: Description 06 min
- Lecture30.5
  
  URL Construction 06 min
- Lecture30.6
  
  Duplicate Content 04 min
PART 2: CONTENT 10
- Lecture31.1
  
  Content 04 min
- Lecture31.2
  
  Stage 1: Keyword Research 08 min
- Lecture31.3
  
  4 Steps of Keyword Research 11 min
- Lecture31.4
  
  HOMEWORK: KEYWORD LIST 07 min
- Lecture31.5
  
  Stage 2: Content Audit 06 min
- Lecture31.6
  
  Conducting a Content Audit 12 min
- Lecture31.7
  
  HOMEWORK: Content Audit 12 min
- Lecture31.8
  
  Stage 3: Competitor Analysis 12 min
- Lecture31.9
  
  HOMEWORK: SITE COMPARISON 08 min
- Lecture31.10
  
  Stage 4: User Experience 15 min
PART 3: LINKING 8
- Lecture32.1
  
  Linking 04 min
- Lecture32.2
  
  Internal Linking 05 min
- Lecture32.3
  
  External Linking 07 min
- Lecture32.4
  
  Link Flywheel 05 min
- Lecture32.5
  
  Link Types 05 min
- Lecture32.6
  
  Link Building Strategies 04 min
- Lecture32.7
  
  Social’s Impact on SEO 08 min
- Lecture32.8
  
  HOMEWORK: SOCIAL INFLUENCERS 08 min
METRICS 11
- Lecture33.1
  
  Metrics 02 min
- Lecture33.2
  
  Keyword Rankings 05 min
- Lecture33.3
  
  Backlinks & Linking Root Domains 05 min
- Lecture33.4
  
  Organic Traffic 03 min
- Lecture33.5
  
  Average Time-On-Page 03 min
- Lecture33.6
  
  Pages Per Session 04 min
- Lecture33.7
  
  Returning Users 03 min
- Lecture33.8
  
  Bounce Rate 03 min
- Lecture33.9
  
  Page Speed 04 min
- Lecture33.10
  
  Traffic By Device 04 min
- Lecture33.11
  
  Conversions 02 min
SESSION 5 INTRODUCTION 1
- Lecture34.1
  
  Welcome to Session 5 02 min
Content Engagement Plan 9
- Lecture35.1
  
  Introduction to Content Engagement Plan 10 min
- Lecture35.2
  
  Modern Marketing Funnel 03 min
- Lecture35.3
  
  Why Content Fails 06 min
- Lecture35.4
  
  What Makes Content Valuable? 05 min
- Lecture35.5
  
  Interactive Content 05 min
- Lecture35.6
  
  Personalize Content 08 min
- Lecture35.7
  
  Full-Funnel Content Plan 12 min
- Lecture35.8
  
  Defining Content Type 07 min
- Lecture35.9
  
  Consumer-Centric Content 06 min
STAGE 1: TOFU CONTENT 3
- Lecture36.1
  
  TOFU Content 09 min
- Lecture36.2
  
  TOFU Spotlight: Social Media 03 min
- Lecture36.3
  
  TOFU Content Examples 08 min
STAGE 2: MOFU CONTENT 3
- Lecture37.1
  
  MOFU Content 07 min
- Lecture37.2
  
  MOFU Goals and Tactics 04 min
- Lecture37.3
  
  MOFU Content Examples 11 min
STAGE 3: BOFU CONTENT 3
- Lecture38.1
  
  BOFU Content 07 min
- Lecture38.2
  
  BOFU Goals and Tactics 05 min
- Lecture38.3
  
  BOFU Content Examples 07 min
STAGE 4: RETENTION CONTENT 3
- Lecture39.1
  
  Retention Content 04 min
- Lecture39.2
  
  Retention Goals and Content Types 04 min
- Lecture39.3
  
  Retention Content Examples 07 min
Measuring Success 1
- Lecture40.1
  
  Measuring Success 08 min
HOMEWORK 1
- Lecture41.1
  
  HOMEWORK: CONTENT ENGAGEMENT PLAN 08 min
SESSION 6 INTRODUCTION 1
- Lecture42.1
  
  Welcome to Session 6 02 min
Multi Channel Lead Acquisition 1
- Lecture43.1
  
  Introduction to Multi-Channel Lead Acquisition 06 min
DATA INFORMED 8
- Lecture44.1
  
  Data Informed 06 min
- Lecture44.2
  
  Primary Success Metrics 13 min
- Lecture44.3
  
  Syncing Your Accounts 03 min
- Lecture44.4
  
  Tracking & UTM Codes 11 min
- Lecture44.5
  
  HOMEWORK: UTM CODES 04 min
- Lecture44.6
  
  Custom Dashboards 03 min
- Lecture44.7
  
  HOMEWORK: DASHBOARD & REPORTS 04 min
- Lecture44.8
  
  HOMEWORK: SEGMENTS 03 min
ALL CHANNELS ARE PART OF THE JOURNEY 1
- Lecture45.1
  
  All Channels Are Part Of The Journey 05 min
INTEGRATED MARKETING COMMUNIATIONS (IMC) 4
- Lecture46.1
  
  Integrated Marketing Communications (IMC) 06 min
- Lecture46.2
  
  IMC Defined 06 min
- Lecture46.3
  
  IMC Strategy 04 min
- Lecture46.4
  
  IMC Examples & Marketing Mix 11 min
DEVICE AGNOSTICISM 1
- Lecture47.1
  
  Device Agnosticism 15 min
BRANDED STYLE GUIDE 3
- Lecture48.1
  
  Branded Style Guide 08 min
- Lecture48.2
  
  Manual of Styles 09 min
- Lecture48.3
  
  Example Style Guides 04 min
CHANNEL: EMAIL 7
- Lecture49.1
  
  Introduction to Email 04 min
- Lecture49.2
  
  Email Metrics 12 min
- Lecture49.3
  
  Email Design 09 min
- Lecture49.4
  
  Email Personalization 06 min
- Lecture49.5
  
  Lead Nurturing Campaigns 08 min
- Lecture49.6
  
  Different Types of Lead Nurturing Emails 07 min
- Lecture49.7
  
  Growing Subscribers 04 min
CHANNEL: SOCIAL 6
- Lecture50.1
  
  Introduction to Social 08 min
- Lecture50.2
  
  LinkedIn 03 min
- Lecture50.3
  
  Facebook 04 min
- Lecture50.4
  
  Twitter 03 min
- Lecture50.5
  
  YouTube 03 min
- Lecture50.6
  
  Other Social Networks 02 min
CHANNEL: SEARCH MARKETING 7
- Lecture51.1
  
  Introduction to Search Marketing 02 min
- Lecture51.2
  
  #1: Be Found at Every Stage 03 min
- Lecture51.3
  
  #2: Drive Dual Strategies 04 min
- Lecture51.4
  
  #3: Boost Conversions 03 min
- Lecture51.5
  
  #4: Dominate the SERPs 03 min
- Lecture51.6
  
  #5: Conversions 03 min
- Lecture51.7
  
  Integrate, Don’t Separate 04 min
CHANNEL: REMARKETING 4
- Lecture52.1
  
  Introduction to Remarketing 09 min
- Lecture52.2
  
  Why Remarketing Works 03 min
- Lecture52.3
  
  Different Types of Remarketing 03 min
- Lecture52.4
  
  End of Session 03 min

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Introduction 1

Build Your Model 4

Step 1: Know Your Numbers 2

Step 2: Measuring 4

Step 3: Conversion Rates 2

Step 4: Building Your Model 3

Step 5: Building Your Scenarios 2

Next Steps 2

SESSION 2 INTRODUCTION 1

The Belief Framework 1

Rules of Belief 5

The Belief Framework 1

Principle 1: Act Like a Mentor 7

Principle 2: Your Curstomer is Human 6

Principle 3: Identify and Establish the Need 5

Principle 4: You Have the Solution 5

Principle 5: People Respond to Direction 5

Important Tensions 2

SESSION 3 INTRODUCTION 1

Conversion Rate Optimization (CRO) 3

STEP 1: MEASURE 8

STEP 2: ANALYZE 2

STEP 3: STRATEGIZE 4

STEP 4: DESIGN 6

STEP 5: IMPLEMENT 1

STEP 6: LEARN 1

Key CRO Takeaways 1

SESSION 4 INTRODUCTION 1

Search Engine Optimization (SEO) 6

PART 1: TECHNICAL SEO 6

PART 2: CONTENT 10

PART 3: LINKING 8

METRICS 11

SESSION 5 INTRODUCTION 1

Content Engagement Plan 9

STAGE 1: TOFU CONTENT 3

STAGE 2: MOFU CONTENT 3

STAGE 3: BOFU CONTENT 3

STAGE 4: RETENTION CONTENT 3

Measuring Success 1

HOMEWORK 1

SESSION 6 INTRODUCTION 1

Multi Channel Lead Acquisition 1

DATA INFORMED 8

ALL CHANNELS ARE PART OF THE JOURNEY 1

INTEGRATED MARKETING COMMUNIATIONS (IMC) 4

DEVICE AGNOSTICISM 1

BRANDED STYLE GUIDE 3

CHANNEL: EMAIL 7

CHANNEL: SOCIAL 6

CHANNEL: SEARCH MARKETING 7

CHANNEL: REMARKETING 4

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