Strategies for Converting and Retaining Customers Online

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

• Explore how to leverage keywords and search engine marketing in your ad campaigns

• Analyze a landing page and identify successful and unsuccessful elements

• Identify tactics of customer conversion and retention to add to your digital marketing plan

Syllabus

Syllabus - What you will learn from this course
Week 1
Introduction to Search Engine Marketing
Week 2
Pay-Per-Click (PPC) and Search Engine Optimization (SEO)
Week 3
Landing Pages
Week 4
Conversion and Retention

FAQ

When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

What will I get if I subscribe to this Specialization?

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Reviews

This course provides essential materials in order to acquaintance with the latest tools about search engine marketing. I strongly recommend it.

So far the content has been easy to follow and interesting for beginners. I am happy with the course work.

I've learned a lot through this course. 100% helpful in the real world.