Ryan Diess- Digital Marketer Mastery 2016

Ryan Diess- Digital Marketer Mastery 2016

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Ryan Diess- Digital Marketer Mastery 2016

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INTRODUCING: DIGITAL MARKETING MASTERY
Become the “Smartest Marketer in the Room” by mastering the 8 Critical Core Disciplines of Digital Marketing…
HOW IT WORKS :
Each unit is led by an industry expert, and is designed to be completed in a week (although students are allowed
to work at their own pace).
On Thursdays you’ll receive access to the streaming video lessons for that particular unit. Each unit typically
contains 4 – 6 hours of video, handouts and an optional “Mini-Project”…
On the following Tuesday you’ll attend an Oce Hours session with the instructor where you can get your
questions answered and get help completing your “Mini-Project”

On Wednesday you’ll turn in your “Mini-Project” and take the Unit exam, both of which will be graded and
reviewed by your instructor…
Upon successful completion of the Unit Exam, you will be rewarded with a specialist certicate and badge
denoting your mastery of the subject…
Once you nish all 8 exams, you will be invited to participate in the nal class project, which is the rst step in
becoming eligible for the coveted Certied Digital Marketing Professional designation.
COURSE BREAKDOWN :
Each week for 10 weeks you will master a new digital marketing discipline. Along the way you’ll complete “MiniProjects,” get instructor feedback and receive Specialist Certications after successful completion of each unit
exam. Here’s how each week will break down…
WEEK 1
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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 rst time.
UNIT 1: Introduction To Digital Marketing Strategy
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.
UNIT 2: Conversion Funnels and Customer Value Optimization
WEEK 2
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.
UNIT 3: Content Marketing Mastery

WEEK 3
Companies today must have scalable trac campaigns that produce new, qualied 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 trac channels such Google, Facebook, Twitter, YouTube and other demand-gen platforms to grow their
customer base…without breaking the bank.
UNIT 4: Paid Trac and Customer Acquisition Mastery
WEEK 4
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 nish this unit, you’ll be able to
eectively monetize any email list list, while simultaneously increasing engagement with your subscribers.
UNIT 5: Email Marketing and List-Building Mastery
WEEK 5
Thanks to an ever-changing social landscape, consumers have altered the way they voice criticism and praise,
nd 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, inuence, 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.
UNIT 6: Social and Community Management
WEEK 6
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.
UNIT 7: Search Marketing Mastery
WEEK 7
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.
UNIT 8: Marketing Analytics and Data Science
WEEK 8
Conversion Rate Optimization and Split Testing are two of the most identiable 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 trac 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.
UNIT 9: Testing and Conversion Optimization
WEEK 9
Congrats…you’re done! Or are you? This is the week where you get to decide to go for your CDMP (Certied
Digital Marketing Professional) designation. You’ll be assigned a simple, but appropriately-dicult 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
Certied Digital Marketing Professional designation

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