competency in skills and knowledge through assessment tests,
but are not required to complete a specific number of hours.
Digital Marketer
Anonymous
Work Process Content
On the Job Training
Search Engine Marketing (SEM)
8
Reviews components of existing search marketing campaigns. Builds, analyzes, measures, monitors, and assesses digital marketing campaigns.
- Successfully complete Google Ads Search Certification
- Can perform search terms review for an account and understands the correlation between search terms and keywords.
- Understands ad group segmentation, keyword organization, and ad copy. Can create ad copy.
- Understands ad group segmentation, keywords, and ad copy. Can create new keywords and complete keyword research.
- Is able to set up an account and configure campaign level settings and can complete an audit of existing Google Ads accounts.
- Is able to create a report of work done and campaign performance in order to communicate results to a client.
- Understands basic concepts behind bid and budget management.
- Able to communicate issues and opportunities to practitioners in the field, and concepts and performance to non-practitioners of the field.
Display Marketing
6
Reviews components of existing display campaigns. Builds, analyzes, measures, monitors, and assesses display campaigns.
- Can build a basic display campaign. Can make adjustments to image and text creatives.
- Can identify relevant audiences to target based on market research and performance data.
- Can set up audiences in Google Analytics.
- Is able to identify and recommend improvements to placement targeting based on performance data.
- Is able to identify and recommend improvements to demographic and interest targeting based on performance data.
- Is able to create a report of work done and campaign performance in order to communicate results to a client.
Social Media Marketing
6
Assesses, plans and prepares social media campaigns on various social media platforms.
- Can perform a social account audit and understands the correlation between goals and the type of ad and platform that should be selected.
- Is able to set up an account and configure campaign-level settings. Must have first-hand experience doing so in these platforms: Facebook, Instagram.
- Understands how to set up an account and configure campaign-level settings. Basic understanding of: LinkedIn, Pinterest, Twitter.
- Understands the benefits of different ad types and ad copy. Can create new ads based on what the client needs and the assets they have.
- Is able to create a report of work done and campaign performance in order to communicate results to a client.
- Understands basic concepts behind budget management and optimizations.
Search Engine Optimization (SEO)
7
Implements Search Engine Optimization (SEO) tactics to improve position on Search Engine Results Page (SERP).
- Demonstrate ability to complete the following delegated tasks and associated deliverables with minimal guidance: Titles and Description Optimization
- Demonstrate ability to complete the following delegated tasks and associated deliverables with minimal guidance: Link Research
- Demonstrate ability to complete the following delegated tasks and associated deliverables with minimal guidance: Technical SEO Audit
- Understands concepts of website and web page construction, including basic familiarity with HTML, CSS and JavaScript
- Is able to utilize software tools to assist with link research, technical SEO auditing, on-page content analysis, and page speed optimization.
- Is able to create a report of work done and organic search performance in order to communicate results to a client.
- Understands Google My Business and can audit and optimize a Google My Business listing.
Keyword Research
1
Performs keyword research for digital marketing campaigns across a variety of disciplines: SEM, SEO, and Content.
- Demonstrate ability to identify keyword opportunities related to search engine marketing, search engine optimization, and content creation.
Digital Marketing Tools and Automation
1
Utilizes internal and external tools for building and optimizing digital marketing campaigns.
- Demonstrate ability to identify opportunities for tool usage in building, automating, and optimizing digital marketing campaigns across a variety of different digital marketing disciplines.
Analytics and Reporting
5
Implements tracking via Google Analytics and Google Tag Manager in order to set up goals for digital marketing campaigns. Delivers reporting on campaign results to clients using Google Analytics, Google Data Studio, and other platforms.
- Is able to implement tracking with Google Analytics and Google Tag Manager.
- Demonstrate ability to complete the following tasks with minimal guidance: Can set up basic event tracking (form submits, button clicks) in Google Tag Manager.
- Is able to identify and troubleshoot tracking issues such as duplicate tags, cross-domain tracking issues, missing tags.
- Can generally use Analytics to support campaign work and answer questions regarding website effectiveness, audience and marketing performance.
- Demonstrate ability to create and read reports as well as deliver client reports across a variety of digital marketing disciplines.
Portfolio-Building and Specialization
1
Builds portfolios that demonstrate digital marketing competency i.e., content, ecommerce, lead generation, Google Ads Script.
- Demonstrate advanced mastery in a specialized area of digital marketing through the development and presentation of a portfolio in one or more focus areas in digital marketing, including, but not limited to: Display Marketing, Content Creation, Ecommerce, Lead Generation, Tools and Automation (Google Ads Script or Google Apps Script)
Account and Task Management
4
Provides account management and customer service to clients. Builds and maintains strong client relationships. Manages administrative needs of projects, including order processing and prompt client communication.
- Demonstrate the ability to build and maintain strong client relationships through strong written and verbal communication.
- Is able to define an agenda for and effectively lead a meeting towards a desired outcome.
- Demonstrate the ability to understand how to attribute efforts to billable client time.
- Is able to translate a client goal and constraints into granular tasks with clear and measurable outcomes.
Productivity Software and Technical Skills
2
Demonstrates understanding in the usage of office suite software, including Excel or Google Sheets, in order to process and deliver information to clients.
- Demonstrate understanding to utilize spreadsheet software in data analysis with the following: Pivot Tables, VLOOKUPs, and Formula Building for Text Manipulation
- Demonstrate understanding in the usage of office software (Microsoft Office, Google Docs, or similar) to deliver client work, including deliverables, presentations, and reports.
Related Instruction Content
Training Provider(s):
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Legal Environment of Business
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Busines Statistics
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English Composition or Technical Writing
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Principles of Marketing
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