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A Complete Guide to Digital Marketing
Digital marketing works particularly well when channels are not viewed in isolation. SEO, content, social media, email marketing, and web analytics are all interconnected and guided by measurable goals.
Key Topics
- Digital Marketing Strategies and Campaign Goals
- SEO, SEM, and Keyword Research
- Content Marketing and Storytelling
- Social media and editorial planning
- Email Marketing and Automation with Mailchimp
- Google Analytics and Conversion Tracking
- Customer Journey and Landing Page Optimization
Prerequisites
Basic computer and internet skills, as well as an interest in online marketing and digital media.
Target Audience
Marketing professionals, content managers, social media managers, self-employed individuals, and professionals in sales and communications.
From the initial search query to conversion, this course provides a clear understanding of how digital marketing initiatives are planned, integrated, and optimized using data.
Course Content
Digital Marketing Basics
- Core Principles According to the “Koenig Original” Methodology
- Marketing Channels in Omnichannel Marketing
- Customer Journeys and Conversion Paths
- Key Performance Indicators (KPIs) Based on Industry Standards
- Measurable campaign goals
- Data-Driven Market Trends
- SEO Basics for Better Visibility
- Hands-On: Keyword Research with SEMrush/Ahrefs
Advanced SEO Optimization
- On-Page Optimization with Schema.org Markup
- Technical SEO Audits with Google Search Console
- Implementing Proven Link-Building Strategies
- Local SEO measures for regional visibility
- Create SEO content for high rankings
- Applying best practices for mobile SEO
- Monitoring Key Performance Indicators for Organic SEO
- Hands-on exercise: Keyword research with SEMrush/Ahrefs
Content and Social Media Planning
- Content Strategy
- Creating Blog Content
- Selecting Social Media Platforms
- Planning a Social Media Calendar
- Implementing Facebook Marketing
- Setting Up LinkedIn Campaigns
- Optimizing Instagram content
- Measuring social media engagement
Email and Mobile Marketing
- Create email campaigns with a 20% open rate
- Segment email lists using personalization
- Create mobile-friendly email designs
- Marketing automation with Mailchimp
- Analyze email metrics
- Implement mobile app strategies
- Comply with SMS marketing regulations
- Hands-On: Email Campaign with Mailchimp
Web Analytics and ROI Strategy
- Set Up Google Analytics Tracking
- Track conversion goals
- Analyze user behavior
- Create Google Ads campaign reports
- Integrate web analytics
- Develop marketing plans
- Measuring campaign ROI
- Hands-On Exercise: Analyzing Campaign Data with Google Analytics
Up to 100% funding for your continuing education
Attractive funding opportunities are available for numerous continuing education programs – depending on the funding program, up to 100% funding is possible.
The requirement is that you live or work in Germany. Our funding opportunities are not available outside of Germany.
Funding opportunities are available for career starters, job seekers, career changers, startups, experienced professionals, those seeking career advancement, and specialists.
Who can benefit from digital marketing skills?
- For marketing, content, social media, sales, and e-commerce. This knowledge supports the planning, implementation, and evaluation of digital marketing initiatives.
Do you need prior experience in online marketing?
- No, basic PC and Internet skills are sufficient. Some experience with websites, social media, or online marketing is helpful.
What tools play a role in digital marketing?
- These include Google Analytics, Google Search Console, Mailchimp, and SEO tools such as SEMrush and Ahrefs. They support analytics, SEO, and campaign management.
What does digital marketing encompass today?
- Key areas include SEO, content marketing, social media, email marketing, web analytics, and conversion optimization. These channels are linked together throughout the customer journey.
What is Google Analytics used for in marketing?
- Google Analytics makes it possible to measure traffic, user behavior, and conversions. This helps you identify which content and marketing strategies are effective.
What role does SEO play in digital marketing?
- SEO improves a website's visibility in search engines. This includes keyword research, on-page optimization, technical SEO, and search performance analysis.
How can you measure the success of a campaign?
- KPIs such as traffic, clicks, leads, conversions, and ROI measure performance. Conversion tracking helps identify successful channels and areas for optimization.
What are some common mistakes in digital marketing?
- Common issues include unclear goals, a lack of tracking, and undefined target audiences. Problems also arise when SEO, content, social media, and email marketing are planned in isolation.
