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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/strategies-for-converting-and-retaining-customers-online
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课程名称：在线客户转化和留存策略 课程概述：欢迎参加电子营销专业的第二门课程：在线客户转化和留存策略。在本课程中，我们将首先介绍搜索引擎营销（SEM），然后探讨有效营销活动的要素、登陆页面的设计及转化和留存客户的策略。您被鼓励利用本课程的经验开始为当前或未来的业务制定数字营销计划。课程中的活动旨在指导您完成数字营销计划的不同部分。 学习目标： - 探索如何在广告活动中利用关键词和搜索引擎营销 - 制定符合营销目标的示例按点击付费（PPC）广告活动 - 分析登陆页面，识别成功与不成功的要素 - 认识如何应用行动号召（CTA）以提升客户转化率 - 确定客户转化和留存的策略，以纳入您的数字营销计划 课程大纲： 1. **搜索引擎营销介绍** - 介绍搜索引擎营销的术语和基础概念，回顾提升网站在互联网上可见性的策略和方法，如何运用搜索优化和关键词吸引消费者，拓展客户基础。 2. **按点击付费（PPC）和搜索引擎优化（SEO）** - 探讨PPC在线营销策略的各个方面，比较付费与有机搜索引擎优化模型的主要区别，分析这两种模型对潜在客户搜索结果的影响，学习如何选择最适合您业务或网站的策略。 3. **登陆页面** - 探索有效登陆页面的要素，关注成功转化的关键因素，避免在构建登陆页面时常见的错误，并将前面学习的概念与搜索引擎营销模型的影响关系进行联系。 4. **转化与留存** - 将转化视作客户经历的旅程，研究如何通过创意数字策略影响这一旅程，讨论实现受众转化的策略，学习留存的重要性及相关数字策略，最后探讨微网站在针对特定细分市场受众时的作用。 通过本课程，您将能够制定出更有效的数字营销计划，推动您的业务成功。
Name:Introduction to Search Engine Marketing
Description:Welcome to Module 1: Introduction to Search Engine Marketing. In this module, we will cover the terminology and foundational concepts associated with Search Engine Marketing or SEM. We will review the tactics and strategies that will make your website more visible on the Internet, and how to use Search Engine Optimization and Keywords to attract new consumers and grow your customer base.
Name:Pay-Per-Click (PPC) and Search Engine Optimization (SEO)
Description:Welcome to Module 2: Pay-Per-Click (PPC) and Search Engine Optimization (SEO). In this module, we will explore aspects of the PPC online marketing strategy. We will cover the main differences between paid and organic search engine optimization models, and how each model will affect the search results your potential customers will find. Finally, we will use this knowledge to weigh the pros and cons of each strategy and discuss how to decide which one is best for your business or website.
Name:Landing Pages
Description:Welcome to Module 3: Landing Pages. In this module, we will explore the elements of an effective landing page and which aspects to focus on for successful conversion. We will review what mistakes to avoid when building a landing page and common problems to consider. And finally, we will build on the concepts you have learned in the previous modules to draw connections between various search engine marketing models and how they influence landing pages in terms of advertisement rankings and quality scores.
Name:Conversion and Retention
Description:Welcome to Module 4: Conversion and Retention. In this module, you will begin to think about conversion as a journey that the customer takes. You will also study how you can influence this journey with a creative digital strategy. You will then discuss tactics for achieving audience conversion before moving onto a lesson about the final step in the process: retention. You will learn why retention is so important in a sales strategy and the digital tactics that contribute to retaining customers. Finally, you will study microsites and how they can be instrumental in reaching the target niche audiences for your website or business.
Welcome to Course 2 of the E-Marketing Specialization: Strategies for Converting and Retaining Customers Online. In this course, we will begin with an introduction to Search Engine Marketing. We will then explore elements of an effective marketing campaign, landing pages, and strategies for converting and retaining your customer base. You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan. Our learning goals for this course are to: - Explore how to leverage keywords and search engine marketing in your ad campaigns - Develop a sample pay per click (PPC) ad campaign that aligns with your marketing goals - Analyze a landing page and identify successful and unsuccessful elements - Recognize how to apply calls-to-action to increase customer conversion - Identify tactics of customer conversion and retention to add to your digital marketing plan
