Strategies for Converting and Retaining Customers Online

Go to Course: https://www.coursera.org/learn/strategies-for-converting-and-retaining-customers-online

Introduction

### Course Review: Strategies for Converting and Retaining Customers Online If you're seeking a comprehensive and practical approach to digital marketing, look no further than **"Strategies for Converting and Retaining Customers Online,"** an essential offering from Coursera as part of the E-Marketing Specialization. This course serves as a gateway to understanding the nuances of digital marketing, particularly focusing on how to effectively convert leads into loyal customers and sustain that interest over time. #### Course Overview The course covers key aspects of Search Engine Marketing (SEM), effectively bridging the gap between drawing potential customers to your website and retaining them as loyal patrons. By the completion of this course, you will have the tools and knowledge to create a robust digital marketing strategy tailored to your specific business needs. #### Course Structure 1. **Introduction to Search Engine Marketing** This module lays the groundwork for grasping the fundamental concepts of SEM. By reviewing terminology and foundational ideas, students learn to enhance their website's visibility using Search Engine Optimization (SEO) and targeted keywords. This is crucial for anyone wanting to increase traffic organically before diving into paid strategies. 2. **Pay-Per-Click (PPC) and Search Engine Optimization (SEO)** Here, the course segments the two major online marketing models: PPC and SEO. Understanding the strengths and weaknesses of each strategy is crucial. By analyzing why one may be preferable over the other based on specific business goals, students can make informed decisions for effective implementation. 3. **Landing Pages** The third module focuses on creating effective landing pages designed for conversion. It’s not just about drawing customers to your site; it’s about ensuring that they take the desired action once they arrive. Students learn common pitfalls in landing page design and the elements that lead to successful conversion rates. 4. **Conversion and Retention** The final module offers an in-depth look at the entire customer journey. The course stresses the importance of viewing customer conversion as a process. Here, you'll learn innovative strategies to retain customers, emphasizing that keeping existing clients is just as significant—if not more so—than acquiring new ones. The focus on microsites as tools to engage niche audiences adds an extra layer of practical insight. #### Recommendations This course is an excellent fit for: - **Aspiring Digital Marketers**: Those just starting their journey in e-marketing will find valuable resources and guided instructions to help build foundational knowledge. - **Entrepreneurs**: If you're planning to launch or enhance a business, this course provides practical tools to immediately implement in your marketing strategy. - **Marketing Professionals**: Established marketers looking to refine their skills in conversion and retention strategies will benefit from the latest insights and tactics. #### Final Thoughts "Strategies for Converting and Retaining Customers Online" is not just about theory; it’s designed for real-world application. The myriad of actionable insights and structured modules will empower you to craft a personalized and effective digital marketing plan. Whether you are looking to increase traffic to your website or develop loyal customer relationships, this course is an invaluable resource. By the end of this course, participants will not only have gained theoretical knowledge but will also walk away with actionable strategies ready to be applied in their own business contexts. I wholeheartedly recommend this course for anyone serious about elevating their digital marketing abilities!

Syllabus

Introduction to Search Engine Marketing

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.

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.

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.

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.