Welcome to Week 3

♪ [music] ♪ You’re all very welcome. This week, we’re focusing in on your website, and how to measure the valuable actions people can take on it like buying products, calling your business, or filling out a lead or contact form. In the previous weeks, we’ve dealt with customer personas and different inbound and outbound channels, the ones you can use to bring your target audience to your website. But when they reach your website, what happens next? What can you do to drive more sales, leads, and brand engagement for your business? These are the questions we’ll be looking at and answering this week. We’re going to begin by looking at ways to optimize your website, and improve the overall user experience.

This is also known as UX. Remember, you want to make it as easy as possible for people to take the actions you want them to take on your website, actions like buying, calling, or engaging with specific content. Actions that have real commercial or brand value for your organization. So you need to actively create the conditions for this to happen on your site. And when you’ve optimized your website experience, the next step is to measure the performance of your channels and your marketing activities, and we can do this using analytics tools. The insights that you will uncover from this activity can help you make sound, strategic decisions in relation to your campaigns and what you’re doing.

In the final part of the course, we’ll focus on digital marketing strategy, and how a robust data-driven strategy can contribute to an overall business performance. At the end of the course, ask yourself, “How can I use all the different components of digital marketing I’ve learned about to help deliver on my business goals?” When you’re able to answer this question, you’ll know exactly what it is you’re trying to achieve with your digital marketing campaign, and every campaign you launch now and into the future. ♪ [music] ♪