Certified Digital Marketing Professional

Digital marketing professional is responsible for creating as well as looking into the online marketing strategies for any organization. In this role, they plan and execute marketing campaigns and maintain content for the organization’s website. They also work on SEO/SEM, marketing database, email, social media and display advertising campaigns.

Roles and Responsibilities

• Digital marketing professional is responsible for designing, building and maintaining social media presence. Moreover, they also measure and report performance of all digital marketing campaigns.
• They identify latest trends and insights as well as optimize spend and create growth strategies.
• Digital marketing professional plan, execute, and measure the experiments and conversion tests.
• Further, they also collaborate with internal teams for creating landing pages and optimize user experience.
• Lastly, using their skills and ability they evaluate end-to-end customer experience across multiple channels.

Vskills Certified Digital Marketing Professional

In today’s world, the digital economy is growing at a rapid speed which in turn is creating more opportunities and more jobs. Talking about the certification, Vskills certification for Digital Marketing examines the candidate knowledge in various channels that include Emailers, Social Media, Search Engine, and Inbound techniques. However, the certification will validate the candidate’s skills in various areas like Search Engine Optimization, Search Engine Marketing, Email Marketing as well as Inbound Marketing and Affiliate Marketing. This certification is best for professionals and graduates who want to excel in the field of digital marketing. And., the candidates earning the Vskills Digital Marketing Professional Certification will be able to explore various new opportunities in top companies.

Vskills being India’s largest certification providers gives candidates access to top exams as well as provides after exam benefits. This includes:

• The certifications will have a Government verification tag.
• The Certification is valid for life.
• Candidates will get lifelong e-learning access.
• Access to free Practice Tests.
• Candidates will get tagged as ‘Vskills Certified’ On Monsterindia.com and  ‘Vskills Certified’ On Shine Shine.com.

Course Outline for Certified Digital Marketing Professional

Certified Digital Marketing Professional covers the following topics –

Social Media Marketing

Why care about Social Media?

• Orientation to Digital Marketing and Social Media
• Latest Stats and Trends about Social Media (Global & Indian)
• Relevant Social Media Success Stories (Global & Indian)
• Demystifying Community Building on Facebook
• Orientation to Facebook Brand Pages
• Edge Rank Algorithm: Why engagement is a key to success on Facebook?
• How to create Facebook Marketing Strategy?
• Facebook Applications for Fan Growth and Engagement
• How to create Brand Ambassadors on Facebook?
• Leveraging Facebook Insights for Success
• Relevant Facebook Marketing Success Stories (Global & Indian)

Creating Facebook Marketing Strategy

• From Objectives to ROI
• Competitive Research
• Strategy Presentation by Participants
• Exercise: Participants to create Facebook Marketing Strategy for their organizations
• [/list][/accordion-group][accordion-group title=”Live Facebook Community Building & Facebook Advertising”][list]
• Types of Facebook Ads
• Facebook Ads vs. Google Adwords
• Significance of CTR (Click Through Rate)
• Optimizing Ad Copy & Targeting
• Exercise: Participants to launch & promote live Facebook Communities

Twitter: The Jewel in the Social Media Crown

• Twitter in Plain English
• Twitter for PR, Brand Building, Customer Engagement and Thought Leadership
• Leveraging Lists, Hashtags & Trends
• Tools to listen & measure Influence on Twitter: TweetDeck, Klout, PeerIndex

Creating Twitter Marketing Strategy

• Twitter Strategy Framework: From Objectives to ROI
• Exercise: Creating Twitter Marketing Strategy

Leveraging LinkedIn for B2B Lead Generation

• LinkedIn in Plain English
• Lead Generation through Individual Profiles
• Lead Generation as Enterprise: Company Page, Ads, Developer API, Groups
• Exercises: Profile Makeover, Answers, Groups, Status Updates, Recommendations

Discussion on other Social Media Channels

• Opportunity of other Social Media Channels (e.g. SlideShare, Pinterest, Google+)
• Open discussion on approach to leverage them

Measuring ROI of Social Media 

• Guidelines for Measurement on Social Media
• Importance of Qualitative Feedback
• Framework for ROI Measurement
• Creating ROI Metrics Dashboard
• Tools to Measure ROI

Planning & Creating Multi-channel Social Media Strategy

• How to choose relevant Social Media Channels?
• Creating multi-channel Social Media Strategy
• Resource Planning: In-house vs. Outsource, Key competencies, Tools etc

Search Engine Marketing

Search Engine Marketing Overview

• Understanding Google search
• Rule based personalization of marketing at internet scale
• Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing

Pay per click overview

• PPC Definition & how it function
• Important Terms – Quality Score, Conversion Rate etc.
• Quality Score Overview Understanding

Strategizing PPC campaigns

• Setting objectives, goals & expectations
• Actionable metrics for performance measurements
• Formulating account structure
• Effective segmentation of keywords
• Usage of multiple match types
• Non overlapping Ad Groups

Market Analysis

• Understanding industry key drivers
• Competitive Analysis
• Organizational positioning
• Targeting

Ad writing Techniques

• Compelling ads that increase click through rates (CTR) lower costs
• Understanding, Analyzing & Improving – Relevance & Quality score
• Improve conversion rates Targeted ads & relevant landing pages
• Ad Preview tool
• Best Practices like using features such as reviews, +1 button etc

Campaign Management

• Overview of the tools
• Understanding advance functionality

Bid Management Plan

• Understand bidding strategy
• Manual vs. Automated bid management
• Different bid management features CPA bidding, position preference etc

Effective landing pages

• Importance of UI/UX design
• Call to Action

Performance Tracking

• Set campaign objectives & goals
• Define Performance metrics
• Monitor PPC activity with Google Analytics

Decipher User Psychology

• Understand & connect with the user
• Benefit from search behavior of prospective customer

Reporting & Analysis

• Integrate PPC account with Google Analytics
• Understanding reports and define the future plan of action

Testing

• Multivariate Testing
• A/B split Testing

SEM Management (Other Opportunities)

• Remarketing
• Mobile Advertising
• Display & Video Formats
• Optimize the display network campaigns
• Track & measure view through conversions

Affiliate Marketing

• Advertiser
• Publisher
• Consumer

Mobile Marketing

• Introduction
• Mobile Advertising
• Understanding the market

InBound Marketing

Attracting your potential customers into conversion funnel

• Various ways to build reach through Digital Marketing
• What are Engagement Magnets?
• How to identify right set of engagement magnets for your business?
• Effectiveness of various Engagement Magnet
• Digital Reach Building Strategy through Inbound Interest Generation

Converting your prospects into leads using emails

• What is Audience aggreation?
• Benefits of Audience Aggreation
• How to do Audience Aggreation thrugh Emails

Conversion Optimization:

• ·Role of Conversion 
• ·Understanding Customer Psyche 
• ·Conversion Optimization User Flow and Persuasion 
• ·Online Persuasion 
• ·True meaning of Landing Page
• ·User Flow and Online Persuasion  
• Conversion Optimization Patterns for Engaging website Visitors 
• ·Patterns for Engaging Website Visitors
• ·Pattern#1 Pop-Ups
• ·Pattern#2 Pop Under Call to Action
• ·Pattern#3 – Inside Article CTA
• Landing page 
• ·Conversion Oriented Landing Page Design
• ·Investment in Landing Page
• ·Is it for me?
• ·What is it?
• ·Critical concerns to address on landing page
• ·What’s the next step
• Life Cycle Emails 
• ·Life Cycle Emails: What and Why?
• ·Lead Nurturing with Drip Email Marketing: How?

SearcH Engine Optimization

What is On-Page Optimization?

• Keyword Research with Google Keyword Planner.
• How to Select a Domain Name?
• Page Naming {URL Structuring} and Folder Naming
• Image Naming, Image Title and ALT Tags Creation
• What are Meta Tags
  • Description
  • Keywords
  • Author
  • Country
  • Robots
• Redirection Tags
• Headings Tags {H1 to H6}
• What is Content Writing?
• SEO Friendly Content Writing {Insert keywords in content}
• Anchor Text, Link Title
• Robots.text file use and creation
• HTML Sitemap creation
• XML Site Map Creation
• Ror text sitemap
• Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool)
• Why is Alexa?
• Alexa Integration
   

What is Off-Page Optimization?

• What are Backlinks?
• Why Backlinks are Important?
• How to Get Backlinks?
• Difference Between Do-Follow and No-Follow Backlinks
• What is Google Page Rank?
• How to Increase Page Rank?
• Search Engine Submissions
• Directory Submissions
• Article Writing and submissions
• Press Release writing and submissions
• Blog Posting and comment writing
• Classifieds posting
• Forum Posting
• Business Listing
• Social Bookmarking
• Social Networking
• RSS Feeds

Search Engine Algorithms

• Basics
  • What is Search Engine’s Algorithms?
  • How Algorithms Works?
  • Why a Search Engine needs to update its Algorithm?
  • Search Engine Penalties and Recoveries.
  • Why a Search Engine penalizes a Website?
• Advanced
• How to optimize your site for Google Hummingbird Algorithm?
• What is Google Panda Algorithm?
• What is Google Penguin?
• What is Google EMD Update?
• How to save your site from Google Panda, Penguin and EMD Update?
• How to recover your site from Panda, Penguin and EMD?

Web Analytics

• Introduction
• Navigating Google Analytics
• Traffic Sources
• Content
• Visitors
• Goals & Ecommerce
• Actionable Insights and the Big Picture
• Web analytics tools
• Making better decisions
• Summing up
• Common mistakes analysts make
• Social media analytics
• Social CRM & Analytics

Email Marketing

Deliverability

• Setting up an Email Marketing Machine
• ISPs
• Hosting Facility
• MTA
• IP/DNS
• Shared vs. Dedicated IPs
• Reverse DNS
• MX Record
• White listing
• Response Handlers
• Bounces

Effective Email Content

• Conversation
• Relevance
• Incentives
• Timing
• Creative & Copy
• Attributes

Customer Acquisition Strategies

• Rented List Emails
• Co-branded Emails
• Third Party email Newsletters
• Viral Emails
• Event Triggered Emails
• House e-newsletters

Effective Creative

• Introducing: CRABS
• Does your email have crabs?
• Email template model
• Best Practices
• NLP Demonstrations (neuro linguistic programming) to understand customers better

Nurturing & Automation

• Tools to enhance lead nurturing
• Enhance better reach
• Analyze behavior patterns
• Analytics
• Automation and more

Resources to do situational analysis and progressive

• Customer personal tool kit
• Complete email marketing worksheet
• Content Editorial Calendar
• Digital Marketing Strategy toolkit
• Email contact strategy template
• Email campaign calculator
• Email Marketing Health Check
• Structuring Digital Marketing Team
• Web resources to improve subject lines, html codes, spam testers and deliverability issues     

Preparation Guide for Vskills Certified Digital Marketing Professional

Candidates before starting preparing for the should get all the exam-related resources so that they can start preparation in a proper manner. Moreover, doing this will not only help them understand things better but it will also help them to quickly complete the syllabus. Further, this will provide an advantage to better understand the concepts. However, in the Certified Digital Marketing Professional exam preparation guide, we will discuss some of the most important resources to help you prepare well for the exam.

Refer Exam Objectives

Understanding exam objectives is essential for any exam as it provides a huge benefit to candidates during the preparation time. So, the first task should be to get all the exam-related details that include the important contents and its resources. Doing this will help candidates to understand things more accurately. For the Certified Digital Marketing Professional topics include:

• Social Media Marketing
• Search Engine Marketing
• InBound Marketing
• Conversion Optimization:
• Search Engine Optimization
• Web Analytics
• Email Marketing

Vskills E-Learning

Vskills Certified Digital Marketing Professional helps candidates to prepare for the exam using the online learning material for a lifetime. The online material for this is regularly updated. Moreover, the e-learning that is provided comes with hard copy material for helping candidates to improve and update the learning curve for getting better opportunities.

Books for Reference

While preparing reference books can provide an advantage to learn and understand things more accurately. For the Certified Digital Marketing Professional exam, there are various books available which you can find online or in libraries. Some of the books are as follows:

• Digital Marketing Strategy Book by Simon Kingsnorth
• Digital Marketing For Dummies Book by Russ Henneberry and Ryan Deiss

Evaluate yourself with Practice Test

After completing the topics for the Certified Digital Marketing Professional exam, candidates should start assessing using practice tests. Using practice tests will help them for better preparation. Moreover, it will provide an advantage to candidates as by examining and assessing with these tests they will know about their weak areas and improve them.

Job Interview Questions

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