Hello there, and welcome!
In this course,
we'll discuss how to identify your ideal customers, connect with them online, and
motivate them to
become paying customers. Specifically, you'll learn marketing strategies including
search engine optimization
and search engine marketing. Now, before we talk
about what you'll learn, let me first introduce
myself. My name is Coach AK. I'm a performance coach, serial entrepreneur,
and the current Sales Excellence
Lead here at Google. I am excited to be the instructor
for this course. For over ten years, I've worked in the
startup space, really helping
entrepreneurs turn their ideas into reality. Everything we experience from
the furniture in our homes, the appliances we use, even the way in which we travel,
all started with an idea. That idea manifested into
action, and that action led to new products and
services that impact billions of people every day. For me, my first experience with
entrepreneurship was actually in athletics as a professional
track and field athlete. Now from there, that really
taught me the importance of continually growing
to make big results. I always found a way
to grow, to iterate, and learn the latest
techniques and strategies to become successful. And after retiring from
athletics in 2016, I used that same
energy and dedication and transferred it into the
entrepreneurship world. I learned from
scratch how to build websites and incorporate
SEO strategies. I even used Google Ads
to reach audiences from across the world I
never knew I could reach. My first website,
I still remember. It was awful! But looking back, it's what started my journey.
Every new thing I learned, I implemented piece by piece. My biggest takeaway
after all of these years is that you can always grow and you can always learn
something new. If you just take the time, be willing to try something new,
everything will come together. Every new skill gained
is a new muscle formed, which helped me and you become better than
you were the day before. Because I believe
that one percent better each day creates
massive results. This course is all
about that improvement: Helping you build marketing
muscles to advance your career in digital marketing when you cross that
course finish line. Let's discuss what we'll
cover in this course. We'll begin with an
important marketing concept and something you should create before beginning any
campaign: customer personas.
The personas help you ensure you represent
specific customer identities, traits, and needs
in your marketing. Then we'll go in-depth on strategies for each step
of the marketing funnel: Awareness, consideration,
conversion, and loyalty. Then you'll learn about search engine optimization,
also called SEO. Search engine optimization
is the practice of getting your website
to rank higher in search engines like Google. Think about when a
potential customer searches for your
product and service. You'd like your website
to appear as close to the top the results
page as possible, right? Next, you'll learn about search engine marketing,
also called SEM. Search engine
marketing is similar to search engine optimization, except it's paid placement. A
popular example of SEM, are the search ads on the Google search
engine results page. This type of advertising
is also often referred to as PPC,
or price-per-click, because advertisers
typically only pay when a user clicks on an ad. We'll wrap up with
display advertising. You know when you visit a website
and see an advertisement? That's often a display ad. You'll learn how display ads
work and some best practices on when and how to
use display ads. Okay! Now that you have an
overview of the course, you're ready to get started.
