Digital Marketer Mastery 2016 – Ryan Deiss

Each week for 10 weeks you will master a new digital marketing discipline. Along the way you’ll complete “Mini-Projects,” get instructor feedback and receive Specialist Certifications after successful completion of each unit exam. Here’s how each week will break down…

Before you can begin promoting any business, there are important questions that need to be answered, namely: Who is my customer? What’s the value we bring? And, what’s the best way to reach them? In this opening unit, we’ll answer all three of these questions, and outline the “Customer Journey” so you can articulate the role your brand plays in it. We’ll also determine which of the 3 available marketing goals your brand will pursue FIRST, so you can deploy a FOCUSES marketing strategy the right way, the first time.

Most businesses have some sort of “funnel” for generating leads and converting those leads into paying customers, but very few have a truly OPTIMIZED funnel that maximizes immediate average order value while simultaneously reducing overall acquisition costs. That’s where you come in. In this unit, you’ll learn how to architect a “conversion funnel” that gives businesses exactly what they want: MORE customers, that are MORE valuable, all while spending LESS to acquire them.

Content marketing isn’t an “optional extra”…it’s an essential aspect of any modern digital marketing strategy. In this unit, you’ll learn our “Value First” content plan that transforms ice cold prospects at the top of the funnel (TOFU) into loyal buyers of even your most expensive products and services at the bottom of the funnel (BOFU). You’ll also learn how to leverage “other people’s content” to generate free, organic leads while simultaneously building your brand’s value and authority.

Companies today must have scalable traffic campaigns that produce new, qualified customers from scratch if they want consistent growth. In this unit, you’ll gain the skills you need to help brands and businesses leverage paid traffic channels such Google, Facebook, Twitter, YouTube and other demand-gen platforms to grow their customer base…without breaking the bank.

Email marketing consistently generates highest ROI of any marketing activity, but sadly most businesses are doing it wrong (or ignoring it completely). In this unit you’ll learn the three types of email campaigns and how and WHEN to use them. You’ll also learn how to architect the perfect promotional calendar, and how to use automated email marketing to literally “sell while you sleep.” By the time you finish this unit, you’ll be able to effectively monetize any email list list, while simultaneously increasing engagement with your subscribers.

Thanks to an ever-changing social landscape, consumers have altered the way they voice criticism and praise, find and consume information, and, most importantly, they have changed the way they buy. Successful brands must learn to adapt to these changes, and put plans and processes in place to listen, influence, network and sell in this environment. In this unit, you’ll learn to assess business goals and employ sound social media marketing practices to meet those goals. You’ll also be trained on the most up-to-date social media marketing practices that work TODAY, and will continue to work TOMORROW.

With all the “noise” in the world today, it’s critical that brands and business get found when a customer or prospect is looking for them. It’s also critical that your brand is shown in a positive light when the right person is looking for a solution that YOU provide. And that’s exactly what you’ll learn how to do in this unit. You’ll learn how to leverage search channels such as Google, Amazon and even local channels such as Yelp to ensure that your brand gets found…and that when it’s found the message your prospects see is a positive one.

Are your decisions driven by data or hunches? Logic…or fear? In this unit, you’ll learn how to setup a basic analytics plan, and determine the key metrics that your brand needs to track on a daily, weekly and monthly basis. You’ll also learn how to setup simple dashboards that alert your brand to potential problems and opportunities BEFORE it’s too late.

Conversion Rate Optimization and Split Testing are two of the most identifiable marketing tactics in the industry today. Unfortunately most marketers claim to be doing CRO, but are merely relying on hacks and tricks. In this unit, you’ll learn a repeatable process that increases converting actions from the traffic you already have by leveraging assets you’ve already created. In short, you’ll be able to produce immediate results…making you immediately valuable to any business or brand.

Congrats…you’re done! Or are you? This is the week where you get to decide to go for your CDMP (Certified Digital Marketing Professional) designation. You’ll be assigned a simple, but appropriately-difficult project with a one-week deadline. Your assignment: Build a complete digital marketing plan for a mock brand. Your project will be reviewed and graded by your instructors, and upon successful completion you will be awarded with the Certified Digital Marketing Professional designation.