One of the biggest problems in DM is dated and iffy knowledge.

On an average the technologies change every three months. Practices change every other year. Processes change too. The discipline is too dynamic and changes fast for most professionals to keep up with it.

Past training and certifications are of little use in this chaotic, ever-changing landscape.

Navigating a new territory with an old map combined with poor processes is the perfect recipe for grief, not growth.

Most professionals and business owners know some digital marketing. Great!

You are exposed to bits and parts of it. Snatches from blogs, Gleanings from YouTube videos and conversations with practitioners. All patched together to form some sense.

The problem is that the parts do not make it whole. A holistic understanding of digital marketing backed by well-defined processes is what you need for success,

Uncoordinated  knowledge results in investments that don’t translate into growth.

As a Manager in charge of DM, you have strict KPIs to meet. You are forever anxious to beat the next quarter’s targets.

But your team is still raw. You are perhaps raw too. Your resources are limited. Your budget is tight. You begin to look for magic bullets.

You have two choices before you.

1. Learn, read, reflect, and then implement. Fall, bruise, get up, tweak, and experiment. Fall again, spend some more, learn, read…. Till eventually wisdom finds you.
2. Or, short circuit the process in one swoop and get the best DM wisdom on your side, without any of the bother.

Past digital marketing battles have left you badly bruised.

You are hungry for results.

But the refrain is endless: FB doesn’t work. PPC is too expensive. Cold email brings awful results. Social media marketing fetches marginal ROI.

You are fed up – DM is a black box without clear-cut answers. Worse, there are too many gurus inundating the web, with too many ideas. What works? Who do you believe?

Your growth plans are stymied for want of clear marketing ideas.

Many business owners understand the importance of marketing. They shy away from controlling it.

You short change your dreams because digital marketing is alien to you and you abdicate it to someone else.

This Masterclass teaches you to take control of your marketing, your agency and team so that you get the best out of them.

1. 1. Mode: Live lectures using whiteboard drawings.
   2. Delivery: Via Zoom
   3. Action-driven Curriculum with templates
      1. Conversion Strategies: Branding and Strategy, Models in DM, Conversion Strategies, Designing Websites that convert,
      2. Retention Strategies: Pre-sell, Upsell, Cross-sell, Loyalty, Advocacy
      3. Acquisition Strategies: Content Marketing, Influencer Marketing, Online PR and Lead Generation – Paid, Organic, Cold Email

1. Crafting Your Ideal Customer Avatar
   What is it // How & Where to research it // Persona Templates
2. Understanding Motivations & Choice Frames
3. Researching Customer Vocabulary
4. Crafting a Value Proposition

1. Three buckets to define DM
   
   Covered are DM Buckets // Objectives // Order // Activities // Metrics
2. Competitive Research and Strategy
   Find best in class sites to model your strategy on
   The Storytelling Blueprint for designing and evaluating LPs that convert based on Avatars
   Leveraging heuristic and data-driven research for executing a holistic strategy
3. Customer Journey
   
   The Model for Messaging & Content. How does it work in messaging across elements in your communication mix //
   Landing Pages with examples and tear downs
   Email Sequences
   Paid Ads
   Social Posts
   Blog Content // Case Studies // FAQs
4. Value/ Price Ladder
   
   What is it
   Why do you need it
   What happens when you don’t have it
   How to construct it
   Examples of Value Ladder for various businesses.
5. Sales Funnel
   
   What is it
   How to model it and execute it
   Examples in real life.

1. Websites
   1. Elements of a successful Landing Page // Building a Landing Page // Tear downs of Great Landing Pages
   2. How to use Social Proof effectively on LPs
   3. How to use Marketing Psychology to sell
   4. How to use Pricing Psychology to sell
2. Content Strategy
   1. How to think of content // Structuring Themes
   2. Strategy // Formats // Content Types // Platforms // Metrics // Triggers // Checklist
   3. Curating content // Sources, Techniques
   4. How to find FAQs for content
   5. Formatting Content // Techniques
   6. Content Mandatories // CTAs
3. Keyword Research
   Models // On-page SEO // Tools
4. Content Repurposing
   Why and how repurpose, Formats / Types

How to handle retention like pros do.

1. Pre-sell
2. Onboard
3. Upsell, Cross-sell
4. Continuity
5. Loyalty
6. Advocacy

1. Content Repurposing
   
   PDFs/ Webinars/ Newsletters/ Email Course/ Quiz/ Video/ Slides/ Infographics.
2. SEO On-page
   Audit, Checklist, Tools
3. SEO Off-page 
   1. Influencer Outreach // Tools
   2. Guest Post Outreach // Tools
   3. Directories
      1. Local // List of sites
      2. International // List of sites
      3. Niche // List of sites
   4. Web 2.0 Blogs // List of Sites for Submission
   5. Online PR // Templates, Opportunities, Tools, Sites
4. Social Media // Growth Strategies
   1. Content // Curation, Blog, Tools
   2. Growth // Follows, Shares, Tools
   3. Ads // Funnel stages
5. PPC // Google, YT Ads
   
   A quick review of strategies and tools.
6. B2B/ B2C Lead Generation 
   1. LinkedIn // Other sites // Tools needed
   2. Cold Email // Tools Needed
   3. Visitor Identification // Tools
   4. Scraping for Information and Leads
   5. Tools & Techniques for Growth

1. Case Studies // Competitor Research, Branding, Website, Retention, Acquisition
2. Any doubts and clarifications