1. General
1.1. Exam Date:
1.2. Exam
1.2.1. Section 1
1.2.1.1. Multiple Choice
1.2.2. Section 2
1.2.2.1. Short Answer Questions
1.2.3. Section 3
1.2.3.1. Essay Questions
2. Resources
2.1. Textbook
2.2. Quizzes
2.3. Assignments
3. Additional Notes
4. Lesson Review
4.1. Module 1
4.1.1. Create Customer personas for your target audience
4.1.1.1. Customer personas represents a group of similar people in a desirable audience
4.1.1.1.1. Who (characteristics)?
4.1.1.1.2. Goal
4.1.1.1.3. Barrier
4.1.1.2. Reasons to create customer personas
4.1.1.2.1. Better to understand the customer's perspective
4.1.1.2.2. Easier to create customized content
4.1.1.2.3. Effective ad targeting
4.1.1.3. How to create customer personas?
4.1.1.3.1. Review customer data
4.1.1.3.2. Conduct customer interviews
4.1.1.3.3. Analyze web data
4.1.1.3.4. Send out surveys: to attract customer you can encourage by send something for free.
4.1.2. Awareness and consideration marketing funnel stages
4.1.2.1. Marketing funnel & its benefits
4.1.2.1.1. consider the buyer's journey
4.1.2.1.2. optimize your marketing strategy
4.1.2.1.3. increase conversion rate: number of purchasers/number of visitors
4.1.2.1.4. main goal is to provide a great experience for the customer and earn the business more revenue
4.1.2.2. The approach
4.1.2.2.1. Includes language with its purpose driven values
4.1.2.3. Awareness: Strategies to get customers introduced to a brand
4.1.2.3.1. Awareness: When a potential customer first becomes aware of the product or service
4.1.2.3.2. strategies (chiến lược): support the plan to achieve the marketing goal and tend to be more general ideas.
4.1.2.3.3. tactics (chiến thuật) are actions taken to make the plan happen
4.1.2.3.4. Search engine optimiztion
4.1.2.3.5. Search engine marketing
4.1.2.3.6. Display ad, social media marketing, social media advertising, video marketing (youtube), influencer marketing, content marketing (SEO,SEM). Procduct/Service specific value in detail (color, shape,...).Partnering with influencers and brands.
4.1.2.4. Consideration stage: When you build interest for your product or service
4.1.2.4.1. unique selling proposition: why your product/service better than competitor?
4.1.2.4.2. testimonials (lời chứng thực): when customers provide their experience with a product or service => tạo lòng tin cho khách hàng tiềm năng
4.1.2.4.3. case studies: same with testimonials but more in-depth
4.1.2.4.4. Remarketing ads
4.1.2.4.5. Webinars: presentation
4.1.2.4.6. Email marketting (Ex: educational emails about the products/services, discount for product/service purchasing,brand’s story)
4.1.2.4.7. Social media marketing: Post to followers consistently(nhất quán) with varied(đa dạng) content to build their interest in the brand
4.1.2.4.8. Trial Product/Service
4.1.3. Conversion and Loyalty marketing funnel stages
4.1.3.1. Conversion: Strategies to increase the conversion rate on a website
4.1.3.1.1. Conversion stage: the process to get a potential customer to take a desired action
4.1.3.1.2. Conversion rate: the percentage of users or service visitors that take a desired action
4.1.3.1.3. Optimize the check out process
4.1.3.1.4. Add better photos
4.1.3.1.5. Strengthen the copy (written material), frequently asked questions (FAQ help remove common concerns) : should be persuasive (có tính thuyết phục), emotional appeal (how the customer’s life might be different with product/service )
4.1.3.1.6. Add live chat: chatbot
4.1.3.1.7. Pursure abandoned carts: track by software, email remind.
4.1.3.1.8. Increase website speed: reduce picture size,...
4.1.3.1.9. Offer a trial or money-back guarantee
4.1.3.1.10. Experience with A/B tests: when you compare two versions of a webpage to determine which has the highest conversion rate. On website where to place product reviews and additional product recommendations...
4.1.3.2. Loyalty: Strategies to increase the loyalty of customers after a purchase
4.1.3.2.1. Loyalty stage: When customers become repeat customers and brand advocates (ủng hộ brand)
4.1.3.2.2. Rewards programs
4.1.3.2.3. Email marketing: keeps your brand in front of the customer on a consistent basis
4.1.3.2.4. Social shares: by shares post customer can receive rewards, encourage customer share contents
4.1.3.2.5. Remarketing customers: new advertising of products/services related with purchased P/S
4.1.3.2.6. Amusing confirmation messages: email confirmation, writing it in a way that makes the customer excited about receiving the product or service. Tell them how they'll feel when they receive.
4.1.3.2.7. Encourage reviews: follow up email to the customer encouraging them to write a review
4.1.3.2.8. Birthday and anniversary offers
4.1.3.2.9. Freebies: a way to get customers reminded of the brand. Give a sticker, a magnet, a t-shirt, or something related to the business... along with product/service.
4.1.3.2.10. Turning previous customers into loyal promoters of the brand is a low-cost or no-cost way to get even more sales.
4.2. Module 2
4.2.1. How search work?
4.2.1.1. Search engine: software that locates information on a search query
4.2.1.2. Crawling: the process of finding new or updated pages
4.2.1.3. Indexing
4.2.1.4. Serving
4.2.1.5. Algorithm: automated software that helps locate information to answer a user's query. The purpose of the search algorithm is to deliver the best results for a search. Generally speaking, an algorithm is just a set of instructions for solving a problem or accomplishing a task.
4.2.2. Website rankings?
4.2.2.1. SERPs: Search engine result pages. Appear whenever someone performs a search query.
4.2.2.1.1. SERPs features
4.2.2.2. 5 Key factors
4.2.2.2.1. Meaning of the query
4.2.2.2.2. Relevance of web pages
4.2.2.2.3. Quality of the content
4.2.2.2.4. Usability of web pages
4.2.2.2.5. Context and settings
4.2.3. SEO
4.2.3.1. This is the process of increasing the visibility of website pages on search engines in order to attract more relevant traffic.
4.2.3.2. Google search console:https://search.google.com/search-console
4.2.3.2.1. Tool monitor, maintain, and troubleshoot a website's presence in Google search results.
4.2.3.3. SEO Tasks
4.2.3.3.1. Review website content or structure and navigation
4.2.3.3.2. Technical website development
4.2.3.3.3. Content development
4.2.3.3.4. Keyword research: A process to find the terms people use in search engines.
4.2.3.4. SEO first step: Pre-SEO work
4.2.3.4.1. Know your website or organization's goals
4.2.3.4.2. Know the customers
4.2.3.4.3. Brainstorm content for people first
4.2.3.4.4. Know your competitors well
4.3. Module 3
4.3.1. Optimize a website'content for SEO
4.3.1.1. Recommendations
4.3.1.1.1. make the website useful and interesting
4.3.1.1.2. know what the visitors want and give it to them
4.3.1.1.3. act in a way that cultivates customer trust (nuôi dưỡng niềm tin của người tiêu dùng): reputation for expertise in your industry or a certain area
4.3.1.1.4. make expertise and authoritativeness clear (làm rõ chuyên môn và thẩm quyền)
4.3.1.1.5. provide an appropriate content for your subject
4.3.1.2. links and promoting a website
4.3.1.2.1. internal link: Links on a website pointing to another page within the website
4.3.1.2.2. external link/outbound links: pointing to a page on another website
4.3.1.2.3. backlinks/ inbound links: Links that point to your website from another website
4.3.1.2.4. Anchor text: is the visible text in a hyperlink
4.3.1.2.5. Nofollow links
4.3.1.2.6. Paid links: not good
4.3.2. Optimize images for a website
4.3.2.1. Create a great user experience
4.3.2.1.1. most importance image on top, device-friendly
4.3.2.2. Include descriptive titles, captions, and filenames
4.3.2.3. Descriptive alt text
4.3.2.3.1. focus on creating useful, information-rich content that uses keywords appropriately
4.3.2.4. Optimize for speed
4.3.2.4.1. Tool measure: Page speed insights
4.3.3. Make your website mobile friendly
4.3.3.1. Use a responsive web design
4.3.3.2. How easy mobile customers can complete common tasks.
4.3.3.3. Measure the effectiveness of your website
4.3.4. Help Google (and users) understand your content
4.3.4.1. Craft effective titles and meta descriptions
4.3.4.1.1. Web page title element (HTML): The webpage title element provides both the user and search engines with a page's topic
4.3.4.1.2. Meta (HTML element) description provides the search engines a summary of what the page is about
4.3.4.2. control title links and snippets
4.3.4.2.1. title link (the title of a search result that links to a webpage): insights of the content & why it's relevant to customer's query.
4.3.4.2.2. snippet (the description or summary part of the search result).
4.3.4.3. create structured data markup
4.3.4.3.1. rich results : enhanced results in Google Search with extra visual or interactive features
4.3.4.3.2. structured data: code used to describe a webpage content better to search engines
4.3.4.3.3. Structured data markup : is a way of providing additional machine readable information within a webpage
4.3.4.3.4. schema: the type of code used for the structured data markups.
4.3.4.4. Establish your business details on Google
4.3.4.4.1. Google knowledge panel: a Google search engine results pages (SERPs) feature that displays brand and business information separate from general search results
4.3.5. Analyze search performance & user behavior
4.3.5.1. Google Search Console
4.3.5.1.1. Add and verify website ownership
4.3.5.1.2. Ensure GG can find & read your pages
4.3.5.1.3. REVIEW ANY MOBILE USABILITY ERRORS
4.3.5.1.4. consider to submit sitemap
4.3.5.1.5. monitor your site performance
4.3.5.1.6. reports and metrics
4.3.5.1.7. training video : https://www.youtube.com/playlist?list=PLKoqnv2vTMUOnQn-lNDfT38X9gA_CHxTo
4.3.5.1.8. URL inspection tool
4.3.5.1.9. Change of address
4.3.5.1.10. Removals tool
4.3.5.2. Bing Webmaster Tools
4.3.5.2.1. similar features of gg search console and offers other features: Backlinks, Keyword Research, SEO Report, Site Scan
4.4. Module 4
4.4.1. Review and organize notes from lessons 1-3
4.4.2. Lesson 4 Notes
4.4.3. Questions on material: