|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/attract-and-engage-customers
课程评论：没有评论
课程名称：用数字营销吸引和吸引客户 课程概述：用数字营销吸引和吸引客户是谷歌数字营销与电子商务证书课程中的第二门课程。在本课程中，您将练习使用搜索引擎优化（SEO）、搜索引擎营销（SEM）和展示广告在线吸引和吸引客户。您将探索营销漏斗的各个阶段，并学习如何使用数字营销策略引导客户走过这些阶段。您将通过了解SEO基础知识，如关键词研究、搜索引擎算法和链接建设，来增加网站流量的质量和数量。此外，您还将学习付费搜索和广告，并探索用于提高搜索引擎结果页面（SERP）上可见性和触及潜在客户的策略。通过本课程的学习，您将能够应用数字营销策略、最佳实践和工具，以提高商业意识、了解客户需求并吸引人们对产品和服务的兴趣。 本课程由在相关领域工作的谷歌员工指导，提供实践活动和示例，模拟常见的数字营销和电子商务任务，并展示一些最佳工具和资源。在完成这个项目的七门课程后，学习者将能够申请数字营销和电子商务的入门级工作。课程不需要先前的经验。 课程目标： - 确定客户角色并建立目标受众 - 描述营销漏斗的目的和好处 - 了解如何提高转化率 - 解释SEO的目的和基本术语 - 使用Google Search Console及其报告监控网站在Google搜索结果中的表现 - 认识SEM的好处及其实施原因 - 理解Google Ads的基本概念及目标受众的定位 课程大纲： 1. 吸引和吸引客户的数字营销入门：学习营销漏斗的各个阶段，包括意识、考虑、转化和忠诚度，了解如何将潜在客户转变为支付和重复客户，同时使用客户角色理解消费者的目标、痛点和偏好在线平台。 2. 了解搜索引擎优化（SEO）：回顾SEO的基础知识，理解Google搜索引擎的运作方式及网站排名，并学习如何进行关键词研究。 3. 应用搜索引擎优化（SEO）：研究如何优化网站以提高搜索引擎优化效果，包括内容、图片和链接的策略，帮助搜索引擎更好地理解您的内容，制作有效的网站标题，并添加结构化数据标记，帮助用户和搜索引擎找到所需信息，利用SEO工具分析搜索表现和用户行为。 4. 搜索引擎营销（SEM）和展示广告：学习搜索引擎中的广告机会（SEM）和Google展示广告，掌握在搜索结果或展示广告中创建广告的最佳实践，了解如何应用和改进展示广告。 通过本课程的学习，您将具备必要的技能与知识，推动您在数字营销领域的职业发展。
Name:Introduction to attract and engage customers with digital marketing
Description:You will continue to learn about the marketing funnel and its stages: awareness, consideration, conversion, and loyalty. You’ll also learn strategies for turning potential customers into paying and repeat customers at each stage of the marketing funnel. Finally, you’ll explore how to use customer personas to understand consumers’ goals, pain points, and preferred online platforms.
Name:Understand search engine optimization (SEO)
Description:You will review the fundamentals of SEO. Then, you’ll gain a basic understanding of how the Google Search engine works and how websites are ranked. Then, you’ll learn how to do keyword research.
Name:Apply search engine optimization (SEO)
Description:You will examine how to optimize a website for search engine optimization, including strategies for content, images, and linking. You’ll also learn how to help search engines better understand your content. Next, you’ll explore how to craft effective website titles and add structured data markups to help users and search engines find what they need. Then, you’ll learn all about how to use SEO tools to analyze search performance and user behavior.
Name:Search engine marketing (SEM) and display advertising
Description:You will learn about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll learn best practices for creating an ad in search results or a display ad. You’ll finish the course understanding how to apply and improve display ads.
Attract and Engage Customers with Digital Marketing is the second of seven courses in the Google Digital Marketing & E-commerce Certificate. In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You’ll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building. You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs. By the end of this course you’ll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people's interests with products and services. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify customer personas and build your target audience - Describe the marketing funnel’s purpose and benefits - Know how to increase your conversion rate - Explain the purpose of SEO and the essential SEO terms to know - Use Google Search Console and its reports to monitor a site’s presence in Google Search results - Recognize the benefits of SEM and why to do it - Understand the fundamentals of Google Ads and targeting audiences
