2021DMMv20 220819 163841

CERTIFICATION WORKBOOK
DIGITAL MARKETING
MASTERY
Copyright © 2021 DigitalMarketer

digitalmarketer.com
DIGITAL MARKETING
MASTERY CERTIFICATION
Congrats! You just made one of the best decisions of your career (thus far 😉 ) and
we’re absolutely thrilled that you found this Certification.
I started what would become DigitalMarketer in my dorm room at The University of

Texas in the Spring of 1999. In the 20+ years since, Marketing as I’ve known it has
evolved into something I certainly couldn’t have imagined when I got into this business.
And that’s why I created this company and, more specifically, the Certification & Mastery
Course you now possess: because I wanted to give Marketers and Entrepreneurs
everywhere the tools and resources they need to succeed in this ever-changing business
landscape. I wanted to give Marketers and Entrepreneurs a cost-effective way to learn
how to market their product or service. And I wanted these trainings and tools to be
created by real marketers who are actually in the trenches, doing this marketing “thing”
every single day--people who know what is actually working RIGHT NOW.
And I think we, as a company, have succeeded in delivering just that 😊.

In this special, all-encompassing Mastery Course you’ll learn cutting edge and
foundational Marketing lessons that will serve you for the rest of your career. The
principles found in this training have not only helped me succeed in countless industries,
but my entire team. In fact, I tapped some experts on the DigitalMarketer team to
help me create this course. These are folks that have been in the trenches actually fine
tuning the strategies and learning the lessons that they’re about to teach you. Basically,
everything you’ll learn in this Mastery Course has worked for us time and time again.
And they’ll work for you.
Whether this is your first DigitalMarketer Certification & Mastery Course, or your 12th,
our goal is to leave you with proven, actionable lessons you can apply to your business
immediately.
So settle in and commit your focus to learning the valuable lessons included in this
course. I speak for everyone at DigitalMarketer when I say: you got this.
What are you waiting for? Let’s get started!
Ryan Deiss
P.S. If you’re serious about not only advancing your career, but growing your bank
account using DigitalMarketer’s tools, templates, and tactics… then visit https://www.
digitalmarketer.com/lab-plus/ to learn all about our entire suite of products aimed at
helping you grow your career and your business.
Digital Marketing Mastery Certification 2

TABLE OF CONTENTS
Meet Your Instructors 4
Module 1: Core Concepts of Digital Marketing 8
Module 2: Knowing Your Customer 17
Module 3: Mapping the CVJ 28
Module 4: Content Marketing 42
Module 5: Social Media Marketing 54
Module 6: Digital Advertising 70
Module 7: Search Marketing 88
Module 8: Email Marketing 101
Module 9: Community Management 115
Module 10: Data & Optimization 127
Quiz Answer Key & Explanations 144
Resources 151
• The Ultimate Guide to Digital Marketing 151
• Certifications 151
• Playbooks 152
• Podcasts 152
• Deals 153
• DigitalMarketer Engage 153
• How to Screenshot and Share 153
• Extra Resources 153
MEET YOUR INSTRUCTORS
RYAN DEISS (DMM PRINCIPLES)
Ryan Deiss is a best selling author, founder of multiple companies collectively
employing hundreds around the globe, and one of the most dynamic
speakers on marketing in the United States today. Ryan is the founder
and CEO of DigitalMarketer.com and Founder and Managing Partner of
RivalBrands.com and plattr.com. He is the creator of the “Customer Value
Optimization” methodology and has introduced and popularized many of
the digital selling strategies that modern companies now take for granted.
Ryan is also the founder and host of the Traffic & Conversion Summit, the
largest digital marketing conversion conference in North America.
Connect on LinkedIn: https://www.linkedin.com/in/ryandeiss/
BECKY ZIEBER (CONTENT MARKETING)

Becky Zieber is the Managing Editor at DigitalMarketer and is in charge of
editing and managing the DM blog. In 2018, a year after graduating from
California Polytechnic University, San Luis Obispo, Becky traded out her job
in education publishing to move to Austin, Texas and join the DM team.
She has since made it her mission to ruthlessly hound her coworkers about
commas and dashes.
Connect on LinkedIn: https://www.linkedin.com/in/rebecca-zieber/
BEN GRIFFIN (COPYWRITING)

Ben Griffin is the Lead (Copy)Writer at DigitalMarketer, where he helps drive
the mission to double the size of 10,000 businesses. Whether it be crafting
a high-converting sales page, video, Facebook ad, email, or his most recent
undertaking--the DM Insider newsletter--Ben is constantly working to create
new ways to drive engagement with customers and increase conversions.
Connect on LinkedIn: https://www.linkedin.com/in/ben-griffin-copywriter/

SHANNON GOODELL (SOCIAL MEDIA)
Shannon is the Social Media Manager at DigitalMarketer, where she works

to drive brand awareness and generate engagement on all social channels.
A former 10th grade english teacher, Shannon has worked in the marketing
field for the past seven years, implementing proven social strategies for
startups and large companies alike. Shannon is a self-professed “crazy cat
lady”, obsessing over her cats, Duncan and Callie. She also enjoys watching
sports and the works of Stephen King.
Connect on LinkedIn: https://www.linkedin.com/in/shannondtxstate/
BEAU HARALSON (DIGITAL ADVERTISING)

Co-founder of The Scalable Agency, Beau is a creative force behind some of
the world’s best-known brands. In his decade-plus of agency service, he’s had
the opportunity to work with Google, OfficeMax, Netflix, and celebrities such
as Lebron James and Arnold Schwarzenegger. Most notable is Beau’s passion
to double businesses of any size, which he’s been able to accomplish several
times over. In partnership with Alex Herndon and DigitalMarketer and after
an exit from his previous agency, Beau is out to build something new, The
Scalable Agency. Not only creating a path to scale for brands but breaking the
norms of traditional agencies models allowing agencies to scale as well. Beau
is a father to two and a bruised, but not broken, amateur mountain biker.
Connect on LinkedIn: https://www.linkedin.com/in/beauharalson/
ALEX HERNDON (DIGITAL ADVERTISING)
Co-founder of The Scalable Agency, Alex has directly run DigitalMarketer’s

traffic for the last year and a half, along with several other well-known entities.
No stranger to big budgets, significant returns, high stakes, and rapid growth
Alex has managed over $300M in ad spend over the last 10 years. After his
work as CEO of one of the fastest-growing agencies in the US, and #182 on
the 2018 Inc. 5000 Alex now has a close partnership with DigitalMarketer and
expert on all things traffic. He resides near Boulder, CO, is a father of two, and
an avid weightlifter and aspiring amateur drag racer.
Connect on LinkedIn: https://www.linkedin.com/in/alexherndon/

TAYLOR NELSON (DESIGN)
If you’ve ever seen a goofy picture of someone from DigitalMarketer, odds

are it was the work of Taylor Nelson, DM’s Lead Designer. Taylor hails from
Florida and fostered his love of design by teaching himself everything he
knows. He worked as a freelance designer for DM for 3 years before deciding
to leave his computer science degree at Florida State University to pursue his
passion by moving to Austin, TX and joining DM full time. Now, when he is
not at work, you can find him hanging out with his adorable golden retriever
puppy Scout.
Connect on LinkedIn: https://www.linkedin.com/in/taylor-j-nelson/
AMANDA POWELL (SEARCH MARKETING)
Amanda is the Director of Marketing at DigitalMarketer, where she helps

drive the mission to double the size of 10,000 businesses. She’s lived and
worked in Austin for the last 6 years, implementing marketing and content
strategies for local businesses and large software companies alike. With
a background in journalism, she’s focused on helping professionals grow
themselves and their businesses by asking the right questions and launching
the right campaigns.
Connect on LinkedIn: https://www.linkedin.com/in/amandalpowell/
RICHARD LINDNER (EMAIL MARKETING)
Richard Linder is the President and Co-Founder of DigitalMarketer, the

industry leader in global digital marketing education. While running a global
team of more than 50 professionals worldwide, Richard also is a sought after
executive leadership expert, working with some of the worlds most exciting
brands like Entreleadership, Marapost, Ethiad Airlines to name a few. Richard
hails from the great state of Tennessee and on most Saturdays in the fall
you can find him, his beautiful wife, Farrar, their two daughters, Callie and
Cayden, draped from head to toe in their Volunteer orange.
Connect on LinkedIn: https://www.linkedin.com/in/richardlindner/

JUSTINA FENBERG (COMMUNITY MANAGEMENT)
Justina Fenberg is DigitalMarketer’s Community Manager. She gets to work

with DM Lab subscribers in our private Facebook Groups; DigitalMarketer
Engage, and ELITE Commons. She’s also the host of DM’s live Elite
Workshops, ensuring attendees get answers to their questions so that they
can build profitable processes for their businesses. Justina’s career highlights
include Customer Support Management, Social Media Management, as
well as copywriting and editing. She thinks that the Oxford Comma should
NEVER be ignored, has an unnatural affection for coffee, and never met a
cheeseburger she didn’t like.
Connect on LinkedIn: https://www.linkedin.com/in/justina-fenberg-

4b128a123/
JUSTIN RONDEAU (LANDING PAGES, DATA &

OPTIMIZATION)
Justin Rondeau is the General Manager at DigitalMarketer, and leads a
growing team of marketers, content creators, and product developers.
Rondeau is a top-rated domestic and international speaker who has spent his
entire career working on optimization campaigns and helped train some of
the leading optimization teams at Fortune 500 companies. He’s run hundreds
of tests for both B2B and eCommerce brands and has analyzed 3,000+ tests
across virtually every industry.
Connect on LinkedIn: https://www.linkedin.com/in/jtrondeau/

MODULE 1 - CORE CONCEPTS OF
DIGITAL MARKETING
Notes:
TOOL: KWL CHART
Instructions: To start off, we are just going to fill out an old fashion
KWL chart. Under the “K section” fill out some things of what you
already know. For example, if you already know a bunch about
email marketing, go ahead and list that. Under the “W section” fill
out what you are hoping to learn throughout the course of Digital
Marketing Mastery. You can be as SPECIFIC as you want. This is
important...when you have completed Digital Marketing Mastery,
come back to this chart, and fill out the final column “What I
Learned.” From here, I want you to compare “What I Learned” to
“What I Want to Know”, and in the bottom box “Deeper Dive” find
those gaps that you want to learn more about. From here we have a
true audit of the gaps you want to be filled, and will help you figure
out your next path to go with your learning.
•••
“If you can tell a person a story, you can capture their
attention. If you can help them TELL A NEW STORY ABOUT
THEMSELVES, YOU’LL CAPTURE THEIR HEARTS.”
– Ryan Deiss
•••

K-W-L Chart
Topic: Digital Marketing
What I...
Know ? Want to Know Learned
1. ______________________ 1. ______________________ 1. ______________________

2. ______________________ 2. ______________________ 2. ______________________
3. ______________________ 3. ______________________ 3. ______________________
4. ______________________ 4. ______________________ 4. ______________________
5. ______________________ 5. ______________________ 5. ______________________
6. ______________________ 6. ______________________ 6. ______________________
7. ______________________ 7. ______________________ 7. ______________________
8. ______________________ 8. ______________________ 8. ______________________
9. ______________________ 9. ______________________ 9. ______________________
10. _____________________ 10. _____________________ 10. _____________________
Deeper Dive:

VIDEO 1 - THE GOAL
Notes:
• Learn to ________________ digital tools & channels to drive more:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
“Brand messaging should strive to deliver REALLY BIG

IDEAS TO REALLY FOCUSED AUDIENCES.”
– Ryan Deiss
•••
VIDEO 2 - TRADITIONAL V. DIGITAL
Notes:
• Marketing is more ________________ than ever.
• List the eight stages of the Customer Value Journey.

1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
4. ______________________________________________________
5. ______________________________________________________
6. ______________________________________________________
7. ______________________________________________________
8. ______________________________________________________
•••
VIDEO 3 - ROLE OF DIGITAL MARKETING
• Attract and engage ________________.
• Convert leads into ________________.
• Transform buyers into ________________ ________________.
•••

VIDEO 4 - CRITICAL DISCIPLINE
Notes:
• List the 8 Critical Disciplines.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
It’s far easier and more efficient to just sell people what they
want, and then, only after you’ve scratched their itch, OPEN
THEIR MIND TO WHAT THEY TRULY NEED.
– Ryan Deiss
•••

Notes: VIDEO 5 - 3 TOOLS FOR MODERN MARKETERS
• ________________ do you ________________?
• How will you ________________ your ________________ to your

target market?
• How will you acquire customers ________________ and

________________?
• List the three tools for modern marketers.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
I’m not interested in what marketers think is cool. I’m

interested in WHAT MY CUSTOMERS THINK IS COOL.
– Ryan Deiss
•••

Notes: VIDEO 6 - B2B V. B2C
• What is the one thing that hasn’t changed?
•••
NOTES

MODULE 1 REFLECTION QUESTIONS
Notes:
• What are some differences you already noticed when you

compare and contrast traditional marketing to digital marketing?
• In the quick overview of the 3 digital marketing tools you learned

about in this module, which one has you most excited? Which
one do you think can have the biggest impact on your business/
agency?
• How do you perceive sales and marketing when Ryan discussed

that all sales and marketing are human to human? Has this
changed your perspective on how you will approach sales and
marketing?

MODULE 1 QUIZ QUESTIONS
Answer key can be
found in the resources
section at the back of 1. Which of the following is the role of digital marketing?
the workbook.
a. Communications & PR
b. Branding/Brand Development
c. Generate awareness through advertising
d. Attract and engage prospects, convert leads into customers
and transform buyers into raving fans
2. Which of the following tools for modern marketers helps you

understand how you will acquire customers from scratch?
a. Core Message Canvas

b. Before and After Grid
c. Customer Avatar Canvas
d. Customer Value Journey
3. At the end of the day, all marketing and sales is _____________.
a. Business to Business (B2B)

b. Human to Human (H2H)
c. Business to Consumer (B2C)
d. Consumer to Consumer (C2C)

MODULE 2 - KNOWING YOUR CUSTOMER
Notes: VIDEO 1 - KNOWING YOUR CUSTOMER
• In order to understand who your “who” is, which DigitalMarketer

tool should you be filling out?
•••
VIDEO 2 - CUSTOMER AVATAR CANVAS
• List the 9 Things to Record for Demographics & Interest.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • List 3 Frustration & Fears Questions
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List 2 Wants & Aspiration Questions

• ______________________________________________________
• ______________________________________________________
• List 6 Key Purchase Drivers

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
“All marketing comes down to is the marketer’s ability to

translate A “BIG IDEA” INTO A TIGHT, EASY-TO-CON-
SUME PACKAGE.”
– Ryan Deiss
•••

VIDEO 3 - BEFORE & AFTER
Notes:
• People don’t buy ________________ and ________________,

people buy ________________.
• List the 5 Categories of the Before & After Canvas.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• If you tell your customers ________________, you will

________________ their attention.
• If you can change the ________________ they tell about

________________, it will change their ________________.
• What is their ________________ ________________ like before,

compared to ________________?
• Whats a ________________ in the life of your customer

________________ verses ________________ the use of your
product?
• What is the ________________ ________________

________________ that our product helps the customer defeat?
•••
VIDEO 4 - BEFORE & AFTER IN ACTION
Notes:
• Baby Tub
• Lawn Care

Notes: • Chatbooks
•••
“It’s not about the tricks and hacks anymore. For a long
time, that’s what digital marketing was.”
– Ryan Deiss
•••
VIDEO 6 - CRAFTING YOUR CORE MESSAGE
• By the time we’re finished, you’ll know the ________________

________________ and ________________ messaging you need to
craft a “Perfect Offer” that gets you more ________________.

Notes:
• ________________ make complex ________________

understandable.

Notes:
•••

Notes:
• After filling out your Customer Avatar Canvas, what perspective of

your customer base has changed to you?
• After filling out your Core Message Canvas, what aspects of that
sheet can you add to your overall messaging? How will this help
your digital advertising messaging?
• Now that you have completed 2 of the 3 marketing tools (CVJ to

come in Module 3), how do you feel about your overall marketing
plan now? Do you think it’s becoming a little more streamlined?

Answer key can be
section at the back of 1. Which marketing tool helps you understand your customers?
the workbook.
a. Core Messaging Canvas
b. Customer Avatar Canvas
c. Customer Value Journey
d. Customer Insight Canvas
2. People don’t buy products or services, they buy ____________.
a. your message
b. transformations
c. makeovers
d. your core value
3.Which of the following aspects of the Before & Grid helps you
tell a story?
a. Have
b. Good v. Evil
c. Status
d. Average Day

MODULE 3 - MAPPING THE CVJ
Notes: VIDEO 1 - MAPPING THE CVJ
• ________________ matters.
• List all 8 Stages of the Customer Value Journey

1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
4. ______________________________________________________
5. ______________________________________________________
6. ______________________________________________________
7. ______________________________________________________
8. ______________________________________________________

•••

Notes:
•••
VIDEO 2 - AWARE
• How do qualified prospects find out about ________________

________________? What ________________ do we leverage to
create initial awareness?
• List the “big four” awareness channels.

1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
4. ______________________________________________________
•••
Notes:
“Companies that focus on branding alone will go broke if

they never figure out how to ask for the order.”
– Ryan Deiss
•••
VIDEO 3 - ENGAGE
• How do we leverage ________________ and ________________

marketing to engage new prospects and ________________ existing
prospects?
•••
“Spend 99% of your time, especially during your first year in

business, focused on selling and serving your customers.”
– Ryan Deiss
•••
•••
Notes:
“Dating doesn’t stop when you’re married, marketing

doesn’t stop when you make a sale.”
– Ryan Deiss
•••
VIDEO 4 - SUBSCRIBE
• What valuable chunk of ________________ content can we

offer in exchange for their contact ________________ and
________________ to follow up?
• List the six types of lead magnets you can use at the Excite
stage.
1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
4. ______________________________________________________
5. ______________________________________________________
6. ______________________________________________________

Notes: VIDEO 5 - CONVERT
• How can we get our prospect to make a ______________

that gives us the opportunity to deliver the ______________
______________?
• What are the two methods of commitment?

• ______________________________________________________
• ______________________________________________________
• What’s something your ______________ would only buy or

register for if they had a problem/challenge that you could
______________?
• What valuable part of your main offer can you ______________

______________ and deliver on an a la carte basis to deliver
______________ ______________ ______________ and get your
foot in the door?
• What’s a “______________ ______________” you can deliver

that will cause your cusotmer to believe that you have the
______________ ______________ to their problem?

Notes:
• The job of the Convert stage isn’t to close the sale, it’s to get a
“______________ ______________.”
•••
“The AHA MOMENT is when the INTRINSIC VALUE of a

product becomes KNOWN TO THE CUSTOMER.”
– Ryan Deiss
•••

Notes: VIDEO 6 - EXCITE
• What must the prospect experience, witness, or believe to be

true to make ______________ the next ______________ a forgone
______________?
• Ah-Ha Moment - When the true, core value “______________”

with a customer, ______________ your product from a “nice to
have” into a “______________ have.”
• Ah: ______________
• Ha: ______________
• What’s Your ______________ moment?
•••
VIDEO 7 - ASCEND
• What is our ______________, ______________ ______________ nad

how will we continue to deliver ______________ after the first sale
is made?

Notes: • List the three reasons why ascension matters.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• He or she who is ______________ and ______________ to pay the

______________ to acquire a customer, ______________.
• List the three types of revenue maximizers.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 8 - ADVOCATE
• How will we encourage our happy and successful customers to

say ______________ things about our ______________?
• What are the six questions you can ask for customer stories?
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List Ryan’s Favorite Question

• ______________________________________________________
•••
VIDEO 9 - PROMOTE
Notes:
• How will you turn your best customers into your ______________
______________?
• Who has your ______________, but is providing a ______________

______________ to the one you are offering?
•••
“Companies that focus on direct response will go broke

because everyone on Planet Earth hates them.”
– Ryan Deiss
•••

VIDEO 10 - OPTIMIZING YOUR VALUE JOURNEY
Notes:
• Rule #1 - Work ______________ through the CVJ.
• Rule #2 - Optimze ______________ stage at a time.
• In our attempt to do ______________, we wind up accomplishing

______________.
• Identify the ______________ stage that needs optimizing, then

focus on the ______________ that will unblock that stage. That’s
it! That’s your ______________ as a marketer.
•••
TOOL - ENTRY-POINT OFFER CHECKLIST
Instructions: Let’s go ahead and audit your EPO. Or if you do not

have an EPO, go ahead and begin creating one by using the audit
as a “guiding path” to make sure your EPO is solid. Work through
step-by-step and check off if your EPO meets the criteria.

ENTRY-POINT OFFER CHECKLIST
IMPULSE BUY / LOW BARRIER TO ENTRY

Make sure your EPO is something that is low cost. Your lead is getting a “taste” of what you have to offer.
This buy needs to be something you can do to help excite them in the next stage.
SPEAKS TO THE CONVERSATION YOUR AUDIENCE IS ALREADY HAVING

Lean on your customer avatar for this one. What is your audience talking about? Who and what are they
reading? Where do they “hang out” online? Is this EPO relevant to them?
USEFUL BUT INCOMPLETE

Your EPO needs to offer value and useful now, but it’s not the solution to the problem. Think of the free
teeth whitening by the dentist. You are going to get your teeth whitened but the entire package includes
X-rays, teeth cleaning, possible cavity fillings, etc.
PROMISES A SPECIFIC BENEFIT

BE SPECIFIC. The more specific you can be, the more likely someone will want your EPO. Vague EPOs
will not lead to conversions. People may not want to do upfront research into your EPO.
DELIVERS A QUICK WIN / “LITTLE VICTORY”

The EPO gives a quick win to your consumer. They are getting something useful now! With the
1-800-GOT-JUNK EPO, they are hauling off a single item for $20. It’s something small, but customers are
getting a “little victory” for cheap.
CREATES MICRO-COMMITMENTS
People commit two ways: Time & Money. Your EPO should be something that asks for just a little time or
a little money. Webinars, demos, trials, and low-risk trials are all examples of ways to generate a micro-
commitment.
HIGH PERCEIVED AND ACTUAL VALUE

Value is important in this context. People need to feel they are getting actual value from this. No bait and
switch.
FUNNELS SEAMLESSLY INTO THE CORE OFFER (DELIVERS AN “AH-HA MOMENT”)

If you EPO has nothing to do with your core offer, you need to go back and redo your entire EPO. Your
EPO MUST be connected with your core offer, otherwise, your funnel will not be as productive.

Notes:
• What are some ways you can provide MORE value to your
customers? Think of all of the things Ryan has talked about with
the CVJ, what tools can you add to your toolbox that will give your
customers even more value.
• What lead magnets do you already offer your customers? How

many do you make a month? If you produced more lead magnets
do you think it would help you get more leads?
• Which stage of the CVJ do you think is the easiest for you? Which
stage do you think is the most difficult and why? Brainstorm a few
ideas to help you optimize that one stage.

Answer key can be
section at the back of 1. All business selling is ____________.
the workbook.
a. business to business
b. business to consumer
c. human to business
d. human to human
2. Which of the following is NOT a lead magnet?
a. Downloadable Report
b. Gated Video Series (Mini-Class)
c. Webinar Registration
d. A free trial of your product
3. What are the 2 methods of commitment at the Conversion

stage?
a. Purchase & Commitment

b. Time & Money
c. Time & Commitment
d. Money & Commitmentc

MODULE 4 - CONTENT MARKETING
Notes: VIDEO 1 - WHAT IS CONTENT MARKETING?
• Content marketing is the __________________ and

__________________ of __________________ content to build and
__________________ an audience for your brand.
• Value = __________________
• Trust = __________________
• List the 5 different types of content marketing you can use:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• __________________ > __________________
• __________________ = Everything
•••
“Your content needs to give your customers tons of value,

which builds trust with them. Because eventually you will
trade that trust for their money.”
– Ryan Deiss
•••
VIDEO 2 - YOU ARE HERE
Notes:
• List the 5 stages where content marketing lives on the CVJ:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• The __________________ stage is the biggest opportunity for

impact with content marketing.
• The __________________ stage is designed to get your potential

customers to interact with your brand and content.
• The content at the Engage stage you want to be something

a little more __________________ that primes them for the
__________________ stage.
• The content at the Engage stage you want to be something

a little more __________________ that primes them for the
__________________ stage.
• In the __________________ stage is where you use your content

to give them an __________________.
• The __________________ stage is where your content

should continue to build __________________, but the
__________________ is a little bit different.
Module 4: Content Marketing ••• 43

VIDEO 3 - VOICE
Notes: • __________________ is your content marketing edge.
• __________________ content is __________________!
• A voice is the _________________ that shines through in your

________________ via the _________________, _________________,
and _________________ _________________ of your writing.
• The main issue when concerning your __________________ is you

have to be __________________.
• __________________ __________________ are the unsung hero of

content marketing.
• Having a style guide helps you have a documented

_______________.
• List the 5 aspects of building your own style guide:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• When people are __________________ your ideas, they are also

__________________ your __________________.
• The most important part of a style guide is to __________________

to __________________.
•••
VIDEO 4 - CONTENT STRATEGY
Notes:
• You want a content strategy plan that tells you

__________________ you are doing, __________________
you are doing it, __________________ you are doing it, and
__________________ you know it’s been successful.
• List the 5 aspects of building your own Content Strategy:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Your content strategy should not exceed __________________

__________________.
• Working with people in your company is critical to making

sure you are __________________ the right kind of content,
for the __________________ kind of people at the right
__________________.
• List out the 6 teams (if applicable to your business) you should
be working with when creating your content marketing strategy:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Make your editorial calendar __________________.

• Your editorial calendar can be targeted for the
__________________ process or __________________ schedule.
• The most important thing when creating a content marketing
strategy is to __________________ __________________!
•••
VIDEO 5 - CONTENT OPTIONS
• __________________ is more than just a __________________.
• There are more than __________________ million blogs online.
• List out the 5 different types of content options you can use:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Video is __________________ and informative.
• Video can be used for __________________ __________________

and social as well.
• __________________ need to be entertaining and

__________________ to your audience.
• Email newsletters provide __________________ first.

__________________ /__________________ are secondary.
Notes: • List out the 4 additional types of content you can make for your
content strategy:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 6 - MONETIZE CONTENT
• __________________ __________________ is a way to monetize

your content with your blogs and videos.
• __________________ __________________ in your content can also

generate revenue for your content marketing.
• Another way to monetize your videos is on __________________.
• Your __________________ may not be directly making money, but

your content marketing is marketing your __________________
money through the Subscribe stage.
•••
“With more than 500 million blogs on the internet right

now, your content is probably not unique. But when you
have a distinct brand voice, you set yourself apart from
the competition and build recognition and trust with
your audience.”
•••
VIDEO 7 - CONTENT MARKETING KPIS
Notes:
• You can’t __________________ what you don’t _________________.
• List out the 5 different types of content options you can use:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 3 metrics you can track for videos:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 3 metrics you can track for podcast:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• If it’s not __________________, __________________ doing it!!!
•••

VIDEO 11 - CONTENT WRITING V. COPYWRITING
Notes:
• The purpose of content is to __________________,

__________________, and establish your brand as an
__________________ in your industry.
• Copywriting includes: __________________, __________________

__________________, __________________ (print & digital),
__________________ descriptions, video sales letters,
__________________, etc.
• The purpose of copywriting is to __________________ someone

to take a __________________ __________________.
• Copy is used to __________________ __________________

customers and __________________ them into
__________________ of your products or services.
• When it comes to content vs. copy, it’s all about the

__________________ __________________.
•••

TOOL - BLOG EDITORIAL CALENDAR
Notes:
Instructions: Let’s build a blog editorial calendar. Staying organized

is going to be your best bet when it comes to creating and
maintaining your blog editorial calendar. And to make it even easier
for you, we have created a quick way to get started. Click the link
below to download a copy of our calendar via Google Docs. The
purpose of this spreadsheet is meant to help you quickly map out
outlines for your blog content.
Module
Module4:4:Content
ContentMarketing
Marketing 50
The first page of the sheet (Editorial Calendar tab) is where your
Notes:
calendar will show up. (TIP: There is data already here, but it’s just
an example) The page has a column for all the most important
dimensions of your upcoming blog post, including:
• Day of the week or month
• Author
• Medium (vehicle)
• Source
• Category
You’ll also notice the “Offer” column. If you use CTAs on your blog
that goes to an offer, this is where you want those to live. You can
also personalize this page to match what you want to track on your
own blog (i.e. keywords, post, length, update date).
If you click on a cell, you will see a drop-down menu that has the
data you will need for the column. Certain things, (like writer,
headline, and publish date) don’t have a drop-down because they
will be different for each post. All the data that feeds into these
drop-down menus are in the second page of the sheet under the
Data tab.
It is this handy equation built into the sheet that makes building
your calendar so easy. All you have to do is start building out your
content and post types. Once you get all your categories and offer
information in the Data tab, just select and fill out the information for
each upcoming blog post. When you get a single row completely
filled out, contractions you’ve just scheduled a blog post.
If you need to reschedule a post, just drag the row to the new spot
and change the date. That’s it! You’re ready to go!
Access your calendar

now and get started!

Notes:
• What is your current content marketing plan look like? What new
channels can you add to your content marketing plan to help
bolster your content and value you provide your customers?
• Why is it important to have a Style Guide? Do you (company or

agency) currently have a Style Guide? If not, what’s the first thing
you can contribute to the development of a Style Guide?
• Are you currently monetizing your content marketing? If not, what

is the first step you can do to help you set up a monetization
strategy for your content marketing?

Answer key can be
section at the back of
the workbook. 1. What is the main goal of content marketing?
a. To create content that can only be marketed to a niche

b. To create copy that is able to help sell your product
c. To create valuable content to engage your audience for your
brand
d. To create valuable content that you turn around and market to
your potential prospects
2. What tool do you want to develop that helps your company

maintain consistency and congruence?
a. Content Guide
b. Style Guide
c. Marketing Guide
d. Customer Value Journey
3. Which of the following stages of the CVJ can utilize content

marketing to get your audience to keep coming back?
a. Advocate
b. Subscribe
c. Ascend
d. Engage

MODULE 5 - SOCIAL MEDIA MARKETING
Notes: VIDEO 1 - YOU ARE HERE
• The ________________ ________________ ________________

helps you get to know your audience and figure out their
________________ points.
• Determine ________________ channels.
• After you have determined your avatar and channels, you want
to ________________ your profile.
• You want to establish your ________________ personality. Make

your brand stand out and ________________ to your audience.
• ________________: Audience + ________________
• You HAVE to make your content specific to the

________________.
• ________________ your reach by tagging other brands you are

partnering with or by participating in ________________ chats.
• List out the 3 engagement types and what each type does:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • List out the 3 ways you can use social media marketing at the
Subscribe stage:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• On social media you can run a ________________ to get more

subscribers.
•••
VIDEO 2 - SOCIAL CHANNELS
• List out the “big 4” social channels where you can find a majority
of your target audience:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• You’re most likely going to find your target audience on

________________.
• Your Facebook profile needs to have a ________________ to

________________ button.
• ________________ is owned by Facebook.
• Instagram is a must for a _______________-_______________ brand.

Notes: • Instagram targets a ________________ demographic than
Facebook - ________________ - ________________ is typical age
range
• ________________ is best known as a customer ________________

channel.
• ________________ is the top ________________ marketing

network.
• List the 4 content types you can post on Facebook:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 3 content types you can post on Instagram:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Longer form videos on Instagram live in ________________.
• List the 4 content types you can post on LinkedIn:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 4 content types you can post on Twitter:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

•••
Notes:
“Yes, you can sell on social media. Provide value FIRST

and build and nurture relationships. That’s how you sell
your brand.”
- Shannon Goodell
•••
VIDEO 3 - TARGETING YOUR AUDIENCE
• Finding your ________________ ________________ means

discovering what kind of ________________ are most likely to be
________________ in your service or product.
• If you’re not focusing on your ________________ and

what’s ________________ to them, your efforts will be a
________________ of time.
• ________________ - channels, ________________, and hashtags.
• Creating ________________ FOR your ________________.
• ________________ is the number one key to a ________________

social media strategy.

Notes: • List out the 6 questions you need to answer to research your
target audience:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Hone in on those ________________ even if it’s just one.
• List out the 3 questions you need to answer when researching

your competitors:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• With ________________ party tools you can ________________ and

________________ your performance with your competitors.
• List out the 4 additional research points you want to do on your

social audience:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
“Your social media efforts shouldn’t be about you; they
should be about the VALUE you’re providing for your
target audience.“
- Shannon Goodell
•••
Notes: VIDEO 4 - CREATING CONTENT
• When it comes to ________________-________________ focus, ask

yourself is your content ________________ to your audience. You
can determine this based on the ________________ you get.
• People like to be ________________ and give ________________.
• Facebook is ________________ focused: ________________,

________________, and ________________.
• ________________ is ________________ focused:

________________, ________________, and ________________;
inspiring, educational, and funny.
• LinkedIn is ________________/________________ Focus -

________________ (advice, case studies), ________________
(stats/quotes), ________________, articles, company culture/
leaders/updates; thought leadership, ________________,
practical.
• ________________ is short & to-the-point - ________________,

________________ (memes), ________________, link shares,
list, breaking news/important updates, and trending topics;
________________, ________________, and ________________.

Notes: • To test your content you must first ________________
a ________________. Just start ________________ (with
________________ and ________________ in mind).
• After a few weeks you need to ________________;

________________ what’s working and what hasn’t.
• Optimize - Now that you know what’s ________________ and

what ________________, establish your ________________ mix.
• If your ________________ are outperforming photos, adjust your

________________ to post more ________________.
• List the 3 biggest content mistakes you can make:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 3 aspects of engagement tactics:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ________________ is a key strategy that goes overlooked.
• Scheduling helps you ________________ with other teams.
• The key to a ________________ social content strategy are

the ________________ tactics. Also making sure that you have
________________ going out.
•••

VIDEO 5 - SOCIAL MEDIA METRICS
Notes:
• Awareness: ________________ & ________________.
• Impressions - The ________________ of times your

________________ is displayed, no matter if it was clicked or not.
• Reach - The ________________ ________________ of people who

see your content. As ________________ increases, it naturally
leads to ________________ awareness.
• Reach is more ________________.
• Engagements - ________________ with your ________________

________________ (actions your audience takes).
• The more ________________ you have on a post, the more

________________ you’ll get.
• ________________ (Facebook or LinkedIn) - a users

________________ yours post with their ________________
(friends and/or followers).
• ________________/________________ (Facebook, LinkedIn,

Instagram, Twitter) - A user feels ________________
________________ about your content piece to leave a
________________.

Notes: • ________________ ________________ (Facebook, LinkedIn,
Twitter, Instagram) - ________________ ________________ +
caption + call-to-action drives ________________ to a content
piece (mainly on your website.)
• ________________ (Instagram) - ________________ that is saved

to private “Collections.”
• ________________(Twitter) - a repost of another Twitter

user’s tweet on your own profile to show to your own
________________.
• ________________ (Facebook, Instagram, LinkedIn, Twitter) -

Quick and easy way for people to ________________ to a post;
express an ________________ - the easiest type of engagement
to get.
• List out when to track performance:

• Daily- _________________________________________________
• Weekly -_______________________________________________
• Monthly - _____________________________________________
• Quarterly - ____________________________________________
• Yearly -________________________________________________
•••
VIDEO 6 - GOALS OF SOCIAL MEDIA
• Why is your ________________ on ________________

________________ in the first place?
• Align your ________________ ________________

________________ with your business ________________.

Notes: • List the 3 biggest content mistakes you can make:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 4 social media methods:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Whether you’re ________________ attention or not, people are

talking about your ________________.
• ________________ and ________________ to both positive and

negative brand mentions.
• List the 4 other aspects of addition social listening:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Your aim is to ________________ and ________________

your followers’ ________________, ________________,
and ________________ - ENGAGEMENTS! Show your
________________ in your industry.
• Share ________________ ________________ from peers in your

industry and your competitors.
• Remember, it’s all about ________________ ________________.

Notes: • Engage with your ________________.
• Engage with your ________________.
• After ________________ to your ________________, building

authority in your space, and establishing a ________________
________________, you can start putting your ________________
in front of people — and ________________ them.
• The key to ________________ ________________ is to not

“________________.”
• The ________________ mistake a business can make

is ________________ being promotional with their
________________.
• Focus on the #1 rule - ________________ ________________!
• Let your audience in on ________________, ________________

company updates - ________________ ________________, new
services, etc.
•••
“Social media marketing is a two-way street. Stop us-

ing social as a way to just broadcast your products and
services. Starting and nurturing conversations should be
your #1 focus.”
- Shannon Goodell
•••

VIDEO 7 - BRAND MANAGEMENT
Notes:
• List out the 4 strategies for brand management on social media:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 4 steps to resolving conflict on social media:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••

TOOL - SOCIAL MEDIA AUDIT
Notes: Instructions: Let’s run a quick audit of your social media channels.
Before we go over the directions let’s have a quick reminder of the
different pillars of social media.
• Social Listening: Monitoring and responding to customer service

and reputation management issues on the social web
• Social Influencing: Establishing authority on the social web,

often through the distribution and sharing of valuable content
• Social Networking: Finding and associating with authoritative

and influential individuals and brands on the social web
• Social Selling: Generating leads and sales from existing

customers and prospects on the social web
Below you will click the link to download the PDF version of the
audit. Visit a social media channel where your company is currently
active, like your Facebook page. If you don’t have an active channel,
audit a competitor’s channel. In the 10-Minute Social Media Audit
worksheet (included below), you’ll record the following for at least
the last 10 social media updates:
• The date of the update
• A quick description of the update
• The type of update (is it Social Listening, Social Influencing,

Social Networking, or Social Selling?)
At the bottom of the audit, you’ll calculate the percentage of

updates that fall in each category. For example, if 4 of the last 10
updates on your Twitter account are distributing your blog content,
your current activity on that channel is 40% Social Influencing.
Repeat the process for each of your active channels.
10-MINUTE SOCIAL MEDIA AUDIT
SOCIAL NETWORK:
CHANNEL LINK:
Audit, at a minimum, the last 10 status updates you or your brand(s) have made on
your primary social media channels. Map each update back to one of the 4 stages of
the Social Success Cycle.
Date Update Description Update Type
AVG. UPDATE FREQUENCY:
% LISTENING % INFLUENCING
% NETWORKING % SELLING

Notes:
• Which social channels are you currently using for your marketing?
After watching this module, do you feel there is another you could
be using or one you no longer need to be using?
• Where would you say your audience is mainly living on your social
channels? Are they mostly on Facebook, LinkedIn, or even TikTok?
How can you create content that specifically targets them on those
channels?
• After completing the social media marketing, what aspects of your

social media plan do you think you need to improve? How can
these improvements help expand your social media audience?

Answer key can be
section at the back of 1. Which of the following stages can social media fall under in the
the workbook.
CVJ
a. Aware
b. Engage
c. Advocate
d. All of the Above
2.Which of the following social media channels is designed for

more B2B interactions?
a. Twitter
b. Facebook
c. LinkedIn
d. Instagram
3. When it comes to your audience on social channels, what

should be your main focus?
a. What is the easiest way to quickly and seamlessly move your

customers through the CVJ?
b. What is the easiest way to sell your product or service?
c. What is the best way to monetize my content?
d. What’s valuable to them?

MODULE 6 - DIGITAL ADVERTISING
• Paid media can be used at __________________ stage of the CVJ.
• At the Awareness stage __________________ or any type of

emotion is perfect at this stage.
• Ads at the Aware stage are not only pre-qualifying, but also
__________________.
• Because of the internet, at the Engage stage, you can now

provide _________________ to a potential client. An example of
this would be a _________________ _________________ or a quiz.
• We are all dating these brands and getting to know each

other, and so you want to understand each other and the
__________________ or __________________ upfront.
• At the Subscribe stage, it does not have to just be an email

address it can also be a __________________.
• The purpose of a cookie is to stay __________________ and top

of mind of your consumer.
• At the Convert stages, one way to convert our prospect using

paid media is using __________________.
• At the Convert stage, this does incur a __________________.

This is called a __________________ __________________
__________________ or a CPA.
Notes: • Ideally, we want to break even at this phase but can make money
through the cross-sell or __________________ at the Ascend
stage of the CVJ.
• Most companies want to skip from __________________ to

__________________.
• The key reason not to skip steps is to establish our customer for
the __________________ __________________.
• Most advertisers stop after __________________ and do not run

ads at the __________________ stage.
• The Excite stage is a perfect time to thank them because they

have now voted with both their __________________ and their
__________________.
• The Ascend stage is a great opportunity to __________________

and __________________. This is great for the eCommerce
brands.
• Ads at the Advocate and Promote stages can be combined into

__________________ ad.
• Word of mouth marketing is much more __________________

then trying to pay to find a new prospect.
•••
“Great marketing helps a bad product fail faster.”

- Beau Haralson
•••
VIDEO 2 - PAID TRAFFIC: OVERVIEW
Notes:
• There is nothing __________________, just new
__________________.
• Paid traffic is like a __________________ __________________, you

can turn it on and get as much traffic as you want.
• TV = _________________, _________________, _________________
• Radio = __________________, __________________
• Newspaper = __________________, __________________
• Coupons = __________________, __________________
•••
VIDEO 3 - WHY USE PAID TRAFFIC?
• List the 4 core elements of where to get new traffic:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out Traffic Sources for the following:

• Paid: __________________
• Shared: __________________
• Earned: __________________
• Owned: __________________

Notes: • For paid media: the pro is __________________. The con is
__________________.
• For shared media: the pro is __________________. The con is

__________________.
• For earned media: the pro is __________________. The con is

__________________.
• For owned media: the pro is __________________. The con is

__________________.
•••
VIDEO 4 - LANDSCAPE OVERVIEW
• Passive Entertainment/Education (Traditional Marketing = Radio)

= __________________ and __________________.
• Passive Inspiration/Research (Traditional Marketing =

Newspaper) = __________________, __________________, and
__________________.
• Active Entertainment/Education (Traditional Marketing = TV) =

_________________, _________________, and _________________.
• Active Research/Intent to Buy (Traditional Marketing = Coupons)

= _________________, _________________, _________________.
• Digital Advertising really started in its core with _______________.
• Examples of search platforms include __________________,

__________________, and __________________.
• YouTube is also a _____________ engine, but falls under Google.
• When consumers are on search channels they are in a

__________________ mindset.

Notes: • With Facebook/Instagram, you are not buying against a keyword,
instead you are buying a _______________ segment.
• There are __________________ daily active users on Facebook

and __________________ active daily users.
• __________________ at the end of the day is a search engine like

Google.
• __________________ of consumers start their product search on

Amazon.
• You can also __________________ on Amazon through sponsored

product, __________________ __________________, and product
display.
• Sponsored Product Ads are __________________ base.
• Headline Search Ads are searching for your __________________

name.
• Product Display Ads are great for __________________ sell and

__________________ sells.
• LinkedIn is the best social network for __________________

__________________.
• To get better at both __________________ and

__________________, LinkedIn should be at the top of your
priority list if you serve businesses.
• Programmatic is also known as a DSP (__________________

__________________ __________________) or RTB
(__________________ __________________ __________________)
•••
VIDEO 5 - PLANNING
Notes:
• To formulate our plan, we need to think about 2 questions:

1. Where are we __________________ our __________________?
2. How much are we __________________?
• At the top of the funnel, we are spending __________________ of

our budget with the __________________ ROI. At the bottom of
the funnel, we are spending __________________ of our budget
with the __________________ ROI.
• You need to think about the _________________ of each channel.
•••
VIDEO 6 - CREATIVE: THE 3 CORE ELEMENTS
• List the 3 core elements of creative:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Define the __________________ you serve.
• Define the __________________ or __________________ that will

get them excited.
• People = __________________
• Position = __________________
• Process = __________________

Notes: • When things are not working in advertising we can look back at
“The ________________ ________________ ________________.”
• Distance = __________________
• Good marketing and copywriting simply articulate the move from

the _________________ state to the _________________ state.
•••
VIDEO 7 - BUDGETING
• What are the 3 things you need to make sure you have in place
before you begin budgeting your campaigns?
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Once we know our metrics, it’s a simple game of

_________________ more to make _________________.
• A portfolio style management applies across our whole

_________________ _________________.
•••
VIDEO 8 - 3 PILLARS OF PAID MEDIA
• List the 3 Pillars of Paid Media:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• After you boil it down to these 3 pillars, the _________________

process becomes more simple.
•••

VIDEO 9 - OPTIMIZING YOUR ADS
Notes:
• List the 2 general rules for performance optimization:

• ______________________________________________________
• ______________________________________________________
• Only test _________________ variable at a time, such as a

_________________ or an _________________.
• If CPC is down you can look at ______________/_______________.
• If _________________/_________________ is bad you need to

focus on _________________.
• If _________________/_________________ is good, but the CTR is

bad, then the issue is _______________ and/or _______________.
• What are the 2 ways to scale?

• ______________________________________________________
• ______________________________________________________
• Generally speaking, the higher you spend there will be a point

where you get _________________ _________________.
• With _________________ scaling you are advertising to the same

audience.
• With _________________ scaling you are advertising to multiple

audiences.
•••
VIDEO 10 - REPORTING
Notes:
• List the 3 tools you can use for reporting:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the following KPIs:

• CPM: _________________________________________________
• CPV: _________________________________________________
• CTR: _________________________________________________
• CPC: _________________________________________________
• CPL: _________________________________________________
• CPA: _________________________________________________
• CPO: _________________________________________________
• ROAS: ________________________________________________
• In marketing there will always be _________________ and

_________________.
• List the Product KPIs:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 11 - WRAP UP
Notes:
• Your _________________ size and your _________________ type

can help define which platform you should be advertising on.
• Continue to expand across the Customer Value Journey with

the right _________________ at the right time and with the right
_________________.
•••
“Never underestimate the importance of accurate

conversion tracking. Bad data in equals bad outputs
and poor optimization decisions. Triple check your
tracking and monitor that it doesn’t break.”
- Alex Herndon
•••
VIDEO - 14 - LANDING PAGES
• If you can _________________ you are going to cut down on your

CPOs and CPAs.
• Your landing page is your _________________ impression so

make it _________________.

Notes: • Landing page optimization can cut ad cost, boost leads and
sales, and is a _________________ _________________ for your
_________________, _________________, and _________________
campaigns.
• List the 2 types of Landing Pages:

• ______________________________________________________
• ______________________________________________________
• The 1:1 Ratio - All landing pages need to have

_________________ navigation. Ideally you want to keep your
_________________ to _________________ as close to 1:1 as
possible.
• Always optimize your landing pages for _________________ first.
• You want a clear and noticeable _________________.
• List the 2 magic questions for headlines:

• ______________________________________________________
• ______________________________________________________
• Don’t get banned: link to get off page & _________________

_________________ and terms.
• List the 3 reasons landing pages fail:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
“Predictable offers, lead to predictable business.”

- Beau Haralson
•••
VIDEO 15 - LANDING PAGE COPY
Notes:
• List the 5 critical copy elements to landing page copy:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 3 critical copy elements of the 2nd description and
headlines:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Your landing page copy should _________________ the promise

made in your ad copy.
• When writing your paid ads and your landing page, make sure
that your copy is _________________. It does not have to match
_________________ for _________________.
•••
“Lead your creative efforts with something that

stirs emotion first, the rest will follow.”
- Beau Haralson
•••
VIDEO 17 - DESIGN GOALS
Notes:
• There’s really only 1 goal of design when it comes to

paid media… stop the scroll and _________________ the
_________________!
• Your ad needs to _________________ out.
• Images work with the _________________ _________________ to

sell the click.
• _________________ is key!
• Your _________________ needs to be clear and mirror the

messaging of the _________________ _________________.
• List out the 4 elements you need to create a style guide:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Choose _________________ or _________________ colors.
• Avoid _________________ blue for Facebook Ads.
• Only use _________________ or _________________ fonts on your

ads, never more.
• Choose _________________ fonts.

Notes: • Decide if you want to be primarily _________________ or
_________________.
• _________________ use images from a Google image search.
• Your style guide should ALWAYS be _________________.
• It’s always best you use a mix of _________________

_________________ instead of using just _________________ type
of placement.
• List the 3 ad sizes of Facebook Ads:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Facebook has a ______ image text rule.
• ___________ (dynamic) ads can contain multiple __________ and

use the appropriate image based on a given “container.”
• List the 5 Google Display Ad Types:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
“The United States Marine Corps mission statement

pretty much summarizes Digital Advertising:
‘Improvise, adapt, overcome.”
- Alex Herndon
•••
VIDEO 18 - AD CREATIVES
Notes:
• Videos perform best at engaging _________________ traffic, but

don’t count _________________ out.
• More freedom with _________________ traffic.
• Retargeting ads need to be _________________. You want to stay

_________________ of _________________.
• Ad Scent - The _________________ page your ad directs to needs

to _________________ the _________________ of the ad.
• It all comes down to users _________________ to see the offer

that they _________________ on.
•••
TOOL - TRAFFIC SYSTEM PLANNING CANVAS
Instructions: Work through each level of the Traffic System Planning

Canvas and fill out the content, benchmark cost, and metrics
tracked for each step of the traffic CVJ. There are extra Traffic
System Planning Canvases in the resource section of the workbook
for download.

TRAFFIC SYSTEM PLANNING CANVAS
85
Copyright © 2021 DigitalMarketer Labs
All of the contents of this document are protected from copying under U.S. and international copyright laws and treatises.
Any unauthorized copying, alteration, distribution, transmission, performance, display or other use of this material is prohibited.
Notes:
• Which channels are you currently using in your digital advertising?

What new channels did you learn about in this module that you
can use in your marketing strategy?
• Why do you think it is important for your landing page to be

congruent with your digital advertising?
• What are some steps you can take to develop a design guide to
help make your brand recognizable?

Answer key can be
section at the back of 1. Which stages can paid media be used on the CVJ?
the workbook.
a. The first 6: Aware, Engage, Subscribe, Convert, Excite, and
Ascend.
b. Only the middle areas: Convert, Excite, and Ascend
c. Every stage of the CVJ
d. Only the bottom 3: Aware, Engage, and Subscribe.
2. Which of the following mediums are Active Research/Intent to

Buy?
a. LinkedIn
b. Pandora
c. Netflix
d. Amazon
3. Leveraging LinkedIn is a great practice for lead generation,

specifically for _______.
a. B2B
b. B2C
c. C2C
d. C2B

MODULE 7 - SEARCH MARKETING
• The primary goal is to get __________________ to your site.
• To get clicks, people need to __________________

__________________ of your brand.
• In order for people to be aware your site needs to be

__________________ in Google.
• We have to build __________________ with Google and potential

__________________.
• Once you capture someone’s __________________, you want

them to __________________ with your brand.
• This builds __________________ and __________________.
• When a prospect enters organically, we want them to

__________________ to what we’re selling.
• __________________ in content (like blog post) allow people to

get a taste of what you’re __________________.
•••
“SEO is about optimizing for your customers while

keeping search engines in mind. It’s never the other
way around.”
- Amanda Powell
•••
VIDEO 2 - WHAT IS SEO?
Notes:
• SEO = _________________ _________________ _________________
• We need to optimize for our __________________ not for

__________________ __________________.
• List the 3 Pillars of SEO:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Focusing on just ______________ can help your website just a bit.
• List the 4 overarching Technical SEO errors:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• On-Page SEO also means __________________ for top ranking

factors and understanding how to conduct __________________
__________________.
• List out the 5 aspects of On-Page SEO:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • ______________________________________________________
• ______________________________________________________
• Off-page SEO is a primary way to build ______________ and

______________ to your website.
• List the 7 Off-Page SEO Techniques

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• You need your ______________ ______________ to be SO strong,

the algorithms have no choice but to ______________ you.
•••
VIDEO 3 - TECHNICAL SEO
• There are many aspects of technical SEO...from ______________

______________ to ______________ ______________.
• A ______________ ______________ (rel-canonical) identifies

the ______________ URL for any piece of content that avodies
______________ content.
• It’s ______________ code that references the master page for

similar duplicated topic.
• This tag ______________ ______________ where to ______________

in the search results.

Notes: • In a nutshell,”______________” just means “______________.”
• An ______________ ______________ ______________ allows you to

control what shows up on Facebook when someone shares your
content.
• This is important because these tags can affect ______________

______________ rates and ______________.
• In a nutshell, this tag influences the performance of your

______________ on social media, which in turn affects the
______________ of your site (a ranking factor for Google).
• Robots.txt files are important because your site has a

______________ ______________.
• In a nutshell, your ______________ file is just a ______________

roadmap of your site.
• A good site structure (and URL structure) will prove for a

better ______________ ______________ and quicker and easier
______________ of your website.
• You’ll want to create a ______________ of your web pages.
• A proper ______________ site and ______________ structure is just

organizing your site in a ______________ way.
•••
“You have to build authority with Google AND

potential customers.”
- Amanda Powell
•••

VIDEO 4 - ON-PAGE SEO
Notes:
• On-Page SEO optimizes your ______________.
• List the 3 main on-page areas:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 3 main Google ranking factors:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Your ______________ ______________ determines your display in

the SERPS.
• Your primary ______________ should be put in the title tag.
• Using your target ______________ in the URL of your content

provides a ______________ to Google.
• ______________ on a page should include your ______________

keyword.
• Keyword ______________ is all about finding the ______________

______________/______________ to write about that your
______________ ______________ are interested in.

Notes: • There’s no ______________ right way to do it!
• The main objective for all keyword research is finding a

______________ ______________ … one single keyword that you
can ______________ your ______________ around.
• The secondary objective for keyword research is finding

______________ keywords to serve as your long-tail keywords in
content.
• A long tail keyword is ______________ ______________.
• Your ______________ ______________ is a strategic plan that

delivers ______________ to your customers but also helps drive
______________ traffic and ______________.
• In order to create a successful ______________ ______________,

you need to understand the kind of content your customers
______________ and ______________ to consume.
• If you just focus on building content that will ______________ you

in Google, you’ll provide no ______________.
•••
“Keyword research is all about finding the right

subject/topic to write about that your ideal
customers are interested in.”
- Amanda Powell
•••

VIDEO 5 - OFF-PAGE SEO
Notes:
• Off-page SEO is the ______________ you’re taking
______________ of your own site in order to improve
______________ and gain ______________ and ______________.
• You do not have complete ___________ over your off-page SEO.
• Because off-page SEO is ______________, we’re going to focus

on: ______________ ______________ (or backlinks), _____________
and ______________ building, and _____________.
• Where an ______________ link is from your own ______________,

a ______________ is one from an external source.
• Backlinks can happen ______________ or through ______________

______________.
• Link building is all about ______________ ______________.
• Link building then becomes a ______________ with other relevant

companies where you can link to each other.
• In order to gain ______________ through off-page SEO, you need

something called “______________ ______________.”
• The more ______________ links you have pointing to your site

the more Google will see your site and ______________ as a
______________ ______________ in your industry.
•••
VIDEO 6 - SEO KPIS
Notes:
• The 3 main KPIs we want to look at are organic ______________,

______________ rankings, and our domain ______________.
• Organic traffic will allow you to know how many people are
coming in through Google. Typically, organic traffic brings in
usually around ______________ - ______________ of traffic.
• ______________ are the biggest indicator of how well your

______________ is doing in the SERPS.
• You’ll want to track both ______________ rankings and a list of

“______________” keywords that are specific to your brand.
• You want your ______________ list, so you know when you

____________ or _____________ keywords specific to your brand.
• ______________ ______________ (DA) Is a number

(______________ - ______________) to predict the relative success
of a domain in the ______________ ______________.
• If the score goes ______________, it could mean a lot of

______________ links are linking to your ______________.
•••
“You need your ranking signals to be SO strong,

the algorithm has no choice but to rank you.”
- Amanda Powell
•••
TOOL - KEYWORD PLANNER
Notes:
Instructions: Keywords are a great tool to help you optimize your

SEO for your potential customers. Let’s begin discovering your
keywords. Start by brainstorming some basic keywords. Think about
your core offer, and how you would search for it yourself. Talk to
friends, family, or (even better) ask the DM Engage community
Facebook group what keywords they would think about searching
for when looking for your product/service. Make 3 lists for your 10
favorite keywords: exact, phrase, and broad examples.
Go to Google AdWords Keyword Planner (NOTE: You need to set

up an account if you don’t already have one) and start doing your
keyword research for popular terms that relate to your core offer. As
a bonus, search and discover your negative keywords.

KEYWORD ALIGNMENT PLANNER
Target Keyword Header URLs Title Tags
1. Example Keyword Blog Post 1. https://www.example.com/blog/example-keyword 1. Example Keyword Blog | Example.com
2. 5 Example Keywords for Yor Headers 2. https://www.example.com/lp/example-keyword 2. Example Keyword Landing Page | Example.com
Example Keyword 3. Example Keywords for On-Page SEO 3. https://www.example.com/productpage/example-keyword 3. Example Keyword Product Page | Example.com
4. 4. 4.
5. 5. 5.
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4. 4.
5. 5. 5.

Notes:
• After learning about the 3 pillars of SEO, which one do you want
to focus on and why?
• How can you change up your content strategy for your business/
agency in order to build better authority with Google?
• SEO can be a very intimidating section of digital marketing. After

watching this training what do you still feel like you need to learn
to make you more comfortable with SEO?

Answer key can be
section at the back of 1. In order to generate awareness with your SEO, you need to be
the workbook.
________ on Google.
a. opinionated
b. ranked
c. paying
d. judged
2. What selling tactic can you add to your content, like blog posts,
that gives people a taste of what you are selling?
a. Internal links
b. CTAs
c. Lead Magnet downloads
d. All of the Above
3. Which of the following is NOT a core SEO Pillars?
a. Crawler SEO
b. On-Page SEO
c. Technical SEO
d. Off-Page SEO

MODULE 8 - EMAIL MARKETING
Notes: LESSON 1 - YOU ARE HERE
• The role of ________________ ________________ is to

________________ and subtly usher prospects and customers
through the entire ________________ ________________
________________.
•••
LESSON 2 - 3 TYPES OF EMAIL
• Email Type #1 - ________________ emails are triggered

messages sent to facilitate a ________________ or provide a
________________ or ________________ that was requested by the
customer.
Notes: • List the 8 different examples of transactional emails.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Email Type #2 - ________________ emails are bulk messages

to speed up the ________________ process, create
________________ or ________________ customers, or encourage
contacts to take a ________________ action.
• List the 8 different examples of promotional emails.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Email Type #3 - ________________ emails are bulk messages sent

to the ________________ ________________ or large segments
of the list to ________________ ________________ with your
subscribers by adding ________________ or providing free
________________ and relevant information.

Notes: • List the 8 different examples of relational emails.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
LESSON 3 - EMAIL SEND TYPES
• The only emails that should be ________________ are

________________ and ________________ ________________.
• All other emails should be ________________ by a

________________ subscriber action or ________________.
• List the 7 examples of common triggered email types.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••

Notes: LESSON 4 - EMAIL FROM TYPES
• List the three types of Email From Types

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ________________ email you send should be ________________

and ________________ by a ________________ person.
• All businesses need someone to add a ________________

________________ to the brand.
•••
LESSON 5 - LIST BUILDING
• Lead Magnet
• A lead magnet is an ________________ bribe offering a

________________ chunk of ________________ to a prospect in
exchange for their ________________ information.
• A lead magnet needs to solve a ________________

problem, by offering a ________________ solution, to a
________________ segment of your market.

Notes: • List the 5 Types of Leag Magnets
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
LESSON 6 - CAMPAIGN CREATION
• Indoctrination Campaigns - ________________ campaign sent to

________________ new subscriber to build the relationship and
initiate bonding.
• List the 10 different types of Indcotrination campaigns.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• Conversion Campaigns - ________________ campaign sent

following a specific action meant to turn ________________ into
________________.
• Broadcast to a large segment of your list or ________________

________________.
Notes: • Engage subscribers with a timely and ________________
________________.
• Leverages 3rd party content to prime the need and provide

________________.
• Conversion campaigns starts the ________________ sales

conversation.
• Conversion campaigns starts the ________________ on a new

customer value journey.
• Ascension Campaigns - ________________ campaign sent to

buyers post-purchase to turn them into ________________.
• References the previous ________________ action.
• ________________ or ________________ against known

objections.
• Prescribe the next ________________ step.
• Increase ________________ and _______________ of the brand.
• Convert buyers from “just” a customer into a

________________ ________________.
• Segmentation Campaigns - ________________ campaigns sent

ot the entire database to ________________ ________________ by
interest.
• ________________ broadcast to large segment of

________________ base.
• Piques the interest of the subscriber with ________________,

________________, or ________________ sensitive topic or
hook.

Notes: • Add subscriber to new conversion campaign by leveraging
________________, ________________ ________________, and
events.
• Re-Engagement Campaigns - ________________ campaigns sent

to unengaged subscribers to add ________________ and rebuild
the ________________.
• List the 7 reasons your customers aren’t engaging.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 7 types of re-engagement campaigns you can create.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••

Notes: LESSON 7 - EMAIL COPYWRITING
• Blind or Curiosity - Intentionally ________________ subject lines

meant to pique your recipient’s ________________.
• List the 7 Blind or Curiosity Subject Line Examples.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Direct or Benefit - Clearly ________________ the topic to grab the

attention of ________________ aware ________________.
• List the 5 Direct or Benefit Subject Line Examples.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• Urgency or Scarcity - Highlight a deadline to ________________

________________ to ________________ scrolling their inbox.

• List the 8 Urgency or Scarcity Subject Line Examples.
Notes:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Proof or Desired End Result - Leverage 3rd parties to

________________ your ________________ and offer’s
________________ ________________.
• List the 7 Proof or Desired End Result Subject Line Examples.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 8 tips for crafting subject lines.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
Copyright © 2021 DigitalMarketer •••
Notes:
LESSON 8 - EMAIL CALENDAR
• Make a ________________ of your ________________ goals.
• Look back at what you did ________________ year.
• Is there any reason we can’t do the ________________ this year?
• Denote ________________.
• Slot in ________________ ________________.
• Slot in ________________ ________________.
• Break out your ________________ by ________________.
• Project your ________________ by ________________.
• Run the ________________.
• ________________ additional ________________ ideas.
• Then, ________________ the ________________ again.
• List additional ________________ or ________________ needed.
•••

Notes:
LESSON 9 - METRICS & KPIS
• Activity Metrics - measures the ________________ taken by your

email ________________ or ________________.
• List the six types of activity metrics.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• Objective metrics - measures the ________________ of

________________ based on stated ________________.
• List the five types of objective metrics.

• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
• ______________________________________________________
• ______________________________________________________
• System metrics - measures ________________ and

________________ ________________ of your database.
• List the three types of system metrics.

• ______________________________________________________
• ______________________________________________________
• _____________________________________________________
•••

Notes:
LESSON 10 - EMAIL COPY
• Emails have one of the highest ________________ of any

marketing channel.
• Email doesn’t actually ________________ anything.
• The end goal of email copy is to ________________

________________ ________________!!!
• The subject line determines the ________________.
• The body copy determines if your audience ________________

________________.
• The CTA determines if your email will ________________

________________ ________________.
• What are the two types of closing hooks that stress “BUY
NOW”?
• ______________________________________________________
• ______________________________________________________
• If you can use ________________ AND ________________

________________ DO IT!

TOOL - CRAFT EMAIL SUBJECT LINES
Notes:
Instructions: Now that you have a good foundation of email

marketing strategy, let’s create some subject lines you can use for
your email campaigns. For this learning check, we have broken
down subject lines into three categories: Benefit, Curiosity, and
Urgency.
• “Benefit Subject Lines” are written for the recipient to see an

OBVIOUS benefit to opening the email
• “Curiosity Subject Lines” are written to build curiosity in the
recipient in the hopes they will open the email
• “Urgency Subject Lines” are written for the recipient to
understand they have a short time to act on a Call-To-Action.
For this learning check, think of each category and write 3 separate
subject line that fits within the definition of Benefit, Curiosity, and
Urgency.
*BONUS*! As a bonus, you can combine each of the different

categories to create subject lines that really draw attention. Below
are a few examples.
1. Save 74% on ALL workshops (until Midnight!)

a. This would be an example of Urgency & Benefit!
2. Claim a *Special Discount* Until Midnight?

a. Curiosity & Benefit
In the final column, (remember this is a bonus) create a subject line

that covers 2 categories.

CRAFT EMAIL SUBJECT LINES
1.
Beneﬁt 2.
3.
1.
Urgency 2.
3.
1.
Curiosity 2.
3.
1.
Bonus
(Combination) 2.
3.
LESSON 11 - ELEMENTS OF EMAIL COPY
Notes:
• List the 7 elements of email copy:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Outlining your email sequence allows you to get your ideas down in
a ________________ order and helps to eliminate ________________.
• List the 3 different types of subject lines you can use to GET THE
CLICK!
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• What are the 2 strategies to write engaging body copy?

• ______________________________________________________
• ______________________________________________________
• Most of the time, start off your CTAs with a ________________.
• ALWAYS keep your CTA congruent with your ________________

________________ that it is linking to.
Module 8: Email Marketing

••• 115
Notes:
• After looking at the different types of email marketing campaigns,

which email marketing campaigns are you currently using? Which
ones are you not using? Pick one you are not using and explain
how it can help your business today.
• List hygiene is underutilized by many email marketers today. After

learning about list hygiene, how do you think it can help your
email marketing campaigns?
• What are some copywriting email marketing strategies you

learned about in the lesson that can help improve the copy in your
email right now?

Answer key can be
section at the back of 1. What type of email marketing campaign would you want to
the workbook.
leverage at the Convert and Excite stage?
a. Welcome series
b. Conversion series
c. Engagement series
d. Re-engagement series
2. When writing subject lines for your Re-engagement phase,

what is best to do with your subject lines?
a. Make them exciting

b. Make them one word
c. Make them informative
d. Make them a pattern-interrupt
3. Which of the following is a strategy to help create a framework

for a winning email campaign?
a. Use emojis in your subject line as pattern-interrupts

b. Avoid hooks and “sales-y” language
c. Add an outro or a sign-off
d. Outline your sequence

MODULE 9 - COMMUNITY MANAGEMENT
• At the __________________/__________________ communities

these are typically __________________ to anyone.
• There are __________________/__________________ barriers of

entry to join.
• Usually __________________ numbers of members.
• __________________/__________________ communities are the

__________________ groups to create on the CVJ.
• For these communities to work, they have to turn the

__________________ into the __________________.
• Position subscription groups as __________________ of value.
• __________________/__________________ communities are

designed as __________________ or signup communities.
• You are looking to create __________________ experiences,

advice, info.
• __________________/__________________ communities are at

the top. And they contain __________________, super users and
highly __________________ segment.
• Members __________________ the brand in return for

__________________ “__________________.”

Notes: • The Halo Benefit: As group members __________________
a deeper level of __________________, they’ll naturally
move through the __________________ __________________
__________________ inside the community.
•••
VIDEO 2 - WHY COMMUNITIES?
• List out the 7 benefits of a community:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• If your organization is primarily __________________ to your

customers that’s an __________________.
• When you have a __________________ you members are talking

to each other.
• List out the 5 stages of the Levinger’s Relationship Model:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • Step 1: Acquaintance - At this stage we want to
__________________ a mutual __________________.
“__________________” conversations, safe, non-personal
__________________.
• Step 2: Build Up - __________________ to find compatibility and

where you can have the most __________________.
• Step 3: Continuation - __________________ conversation, where

__________________ is established and members are able to
make __________________ connections.
• List out the 4 common community segments you will see in a

community:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 3 - CREATING YOUR COMMUNITY
• List the 4 common goals when creating your community:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 3 common interests when it comes to creating your

community:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • List the 3 common experiences when it comes to creating your
community:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• What are the 3 pros of an open group?

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• What are the 3 cons of an open group?

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• What are the 3 pros of a closed group?

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• What are the 2 cons of a closed group?

• ______________________________________________________
• ______________________________________________________
• List the 3 things your community must have when you are
creating your new community:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 4 - LAUNCHING YOUR COMMUNITY
Notes:
• There are two ways to launch your community. The first is

__________________.
• List the 4 ways to seed your new community:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 6 ways to have a cold open launch of your new community:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the 4 channels of digital marketing you can use to grow your
group:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 5 - SENSE OF COMMUNITY
Notes:
• Sense of Community is a __________________ that members have
as a __________________.
• List the 4 elements that create a strong sense of community:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• With membership, you can get encouragement through:

________________ & ________________, group _________________,
__________________, and __________________ spotlights.
• With influence you can get encouragement through:

__________________ hierarchy, highlight __________________,
welcoming __________________ __________________, and
__________________.
• With integration & fulfillment of needs you can get

encouragement through: __________________ thank yous,
__________________ to __________________ shoutouts,
__________________ notes, and gifts of __________________.
• With shared emotional connection, you can get

encouragement through: __________________ and victories,
__________________ discussions, __________________ content,
and __________________ /__________________ events.
Notes: • Ritual content can be posted __________________,
__________________, __________________, etc. and it
__________________ to sense of __________________.
• Extrinsic rewards are __________________ rewards. Such as

__________________ & __________________ merchandise.
This is great for __________________ participation and
__________________ __________________ and gamification.
• Intrinsic rewards are __________________ based. They are

motivated by: __________________ achievement, sense of
__________________, social __________________, special
__________________ /__________________, and shout-outs.
• __________________ __________________ should encourage

conversation & self-disclosure.
• You need to beware of __________________ post!
• List out 5 aspects of proactive moderation:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 5 aspects of reactive moderation:

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • With Customer Support you want to create a
__________________ loop. Such as __________________ the
concern to the __________________ channels. You want to do this
in a __________________, __________________ response. The key
thing is users should feel “__________________.” In the end you
need to have a __________________ and be __________________.
• Transparency = __________________.
•••
VIDEO 6 - COMMUNITY METRICS
• Active v. Total - __________________ is a vanity metric.
• You should be measuring __________________,

__________________, and reactions.
• __________________ are proof of activity.
• The __________________ __________________ score is a formula

that takes into account comments.
• __________________ contribute more to __________________ and

gives you a better idea of __________________ members are
taking.
• List the 4 steps you can use to help your declining activity score:
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••

TOOL - COMMUNITY RESEARCH
Notes:
Instructions: In order to create a community from scratch, it’s best

to do some research first. So let’s research a few communities. To
start off, you can use the examples that the SME used in the lesson
(GoPro, Sephora, DM Engage, AllRecipes) as a starting point. Use
these different communities and look at their guidelines, rules,
interactions, engagement post, etc. Find a few things that you
like about each community and record your observations in the
chart below. Then find a few things that you would want to change
about those communities and record your observations in that
chart. This should give you a great opportunity for starting your
new community. After you have completed your research and have
defined your community, at the bottom of the chart, write out your
community’s mission statement.
•••
“A product purchase alone is not enough of a

common bond to keep members connected and
talking to each other. The most successful brand
communities turn transactional relationships into
emotional relationships.”
- Justina Fenberg
•••

COMMUNITY RESEARCH
Community Name Positives Changes
Mission Statement

Notes:
• After completing this section, which type of community (by CVJ

stage) do you think could be best for your business?
• Do you think that an open or a closed community is a better

option for your company?
• Based on your current audience, what is the best way for you to
launch your community (seeding, cold open, or digital marketing)?

Answer key can be
section at the back of 1. Which of the following is a key aspect of an Awareness
the workbook.
community?
a. Only people who have made a purchase can join

b. Small and inclusive community
c. Zero/Few barriers to entry or join
d. Multiple barriers or multiple criteria for entry or to join
2. Which of the following communities is one of the trickiest

communities to create?
a. Subscribe communities
b. Awareness communities
c. Engage communities
d. Excite communities
3. An Excite/Ascend Community is usually a __________ type of

community.
a. pre-purchase
b. post-purchase
c. subscription
d. high-barrier

MODULE 10 - DATA & OPTIMIZATION
• Data and optimization covers ________________ step of the CVJ.
• Tracking at each stage ________________ ________________ mean

tracking everything.
• You only need ________________ to ________________ top level

________________ at each stage of the CVJ.
• Each key metric will have an associated “________________

________________” metric that influences top level metrics.
• Key metric = what’s ________________ to your business.
• Deep Dive Metric = will ________________ the key metric.
• With the Aware & Engage stages, our goal is to get

________________ & keep ________________.
• With the Subscribe & Convert stages, our goal is to

________________ traffic to leads and leads to ________________.
• With the Excite & Ascend stages, our goal is to get people to
________________, ________________, and buy more or expand
on their original ________________.
• With the Advocate & Promote stages, our goal is to get people
________________ about you and your product/service.
•••
VIDEO 2 - DATA PURPOSE
Notes:
• Digging into your data will tell you the ________________ of your
company and tell you ways to ________________ your business.
• All data is asking the ________________ ________________.
• When asking questions you must...

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the 4 steps of data analysis
• (create scope) aka ________________
• (picking data source) aka ________________
• (compiling data) aka ________________
• (applying data) aka ________________
• Always stay within the ________________ of your question.
•••
“Don’t get lost in the sheer volume of data. Have specific

questions you want answered then dig in.”
– Justin Rondeau
•••
VIDEO 3 - LAGGING V. LEADING METRICS
Notes:
• Data requires ________________ & ________________.
• Lead measures are in ________________ of performance that

might ________________ the ________________.
• Leading measures need to be ________________ &

________________ measure that impact lag measures.
• Departmental KPIs = ________________ ________________.
• Lagging measures are an indicator of ________________

performance that measures how we performed. They are
“lag measures” because by the time you get the data the
________________ have already happened.
• You cannot directly ________________ a lagging measure.
• Company KPIs = ________________ ________________.
• Lagging measures are east to ________________.
• Your ultimate goal is to find a ________________ relationship

between ________________ and ________________ measures and
put all effort there.
• List where you will be pulling your data sources

• ______________________________________________________
• ______________________________________________________

Notes: • ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• The data across all the platforms will never be ________________

with each other.
• If you’re new to data, get good at ________________

________________.
• Whatever tools you are using need to fit in the ________________

________________.
•••
VIDEO 4 - TOP OF THE FUNNEL METRICS
• List out the key Aware lagging measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ________________ traffic is one of the hardest things to move and

measure.
• List out the Aware leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________

Notes: • List out the Engage lagging measures.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Engage leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Excite lagging/leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
“Trust but verify is your new motto. Try pulling a new metric
various ways to make sure it’s accurate.”
– Justin Rondeau
•••

VIDEO 5 - MIDDLE OF THE FUNNEL METRICS
Notes:
• List out the Subscribe lagging measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Subscribe leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Convert lagging measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Convert leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••

VIDEO 6 - BOTTOM OF THE FUNNEL METRICS
Notes: • List out the Ascend lagging measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Ascend leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Advocate lagging measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Advocate leading measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List out the Promote lagging measures.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
Notes: • List out the Promote leading measures.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••
VIDEO 7 - OPTIMIZING USING DATA
• We want to use data to ________________ and ________________

the future.
• Optimization is a ________________.
• CRO Cycle:
1. ________________ ________________ - You need to identify

________________ and ________________ first, without a goal or
________________ you can’t optimize.
2. ________________ ________________ - When you know your

________________ you need to gather data to ________________
performance.
3. ________________ ________________ - We simply can’t

________________ data, we need to ________________ next.
4. ________________ ________________ ________________ - Next we

take our ________________, and we develop a ________________
for a competing ________________.
5. ________________ ________________ - At this step we create the

________________ ________________, timing varies here depending
on the ________________ & ________________ of variants.
6. ________________ ________________ - After the design process,

you need to ________________.

Notes: 7. ________________ - If you are running a ________________
________________, run that test before full implementation.
8. ________________ ________________ - Just like with

gathering data, we don’t just make ________________ or run
________________ without regards to the ________________.
9. After we complete the CRO Cycle we ________________.
•••
VIDEO 8 - IDENTIFICATION
• List out the 4 growth levers.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ________________ is the idea focused around driving

________________ and generating more ________________.
• ________________ is the idea focused on turning _______________

into customers and/or further ________________ the leads.
• ________________ is the idea of focusing on turning

________________ buyers into ________________ customers and
can expand revenue from current ________________.
• ________________ these ideas focus on keeping _______________

/________________ and reducing ________________.
• Qualitative Data is the “________________”
• Use analytics and data to identify ________________ you need

to improve. Use qualitative data to find out ________________ to
improve.
•••
Notes: VIDEO 9 - USER RESEARCH
• ________________ ________________ helps you come up with on-

page optimization ideas.
• Active User Data - evaluated when they ________________ they’re

in a tested ________________.
• Passive User Data - evaluated when they ________________

________________ they’re in a tested ________________.
• The first type of survey is a ________________.
• List the pros of a Micro Survey.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• List the cons of a Micro Survey.

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• Really just ask things that are ________________ at the stage in

the ________________ ________________.
• The second type of survey is the ________________ survey.
• List the pros of a Long-Form Survey.

• ______________________________________________________
• ______________________________________________________

Notes: • List the cons of a Long-Form Survey.
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• The biggest problem with surveys is there’s a big difference

between what they ________________ and what they
________________.
• ________________ ________________ (passive user data) is where

your users are ________________.
• ________________ (passive user data) are how individuals are

actually ________________ the site.
• ________________ ________________ (passive user data) covers

form ________________.
• ________________ ________________ ________________ (passive

user data) covers what your customers ________________ think.
• ________________ ________________ (passive user data) covers

what makes them ________________.
•••
“2 numbers that should always alert you are 0 and 100%. If

you see either of these something is probably broken.”
– Justin Rondeau
•••

VIDEO 10 - HYPOTHESIS CONSTRUCTION
Notes:
• The reason you want to have a hypothesis is to have some level

of ________________ for your test.
• There’s only a ________________ and no ________________ when

you don’t know ________________ you can’t ________________
results.
• Observed data is ________________ data.
• Observed feedback is ________________ data.
•••
VIDEO 11 - PRIORITIZATION
• List out the prioritization of ICE.

• I - ____________________________________________________
• C - ___________________________________________________
• E - ___________________________________________________
• Scale of ________________ - ________________
•••
“Anyone can ‘do data’ you just need to get good at asking
questions and know where to look.”
– Justin Rondeau
•••
VIDEO 12 - RUNNING & REPORTING A TEST
Notes:
• First, pick your ________________ ________________.
• Synchronous —> ________________ testing.
• Asynchronous —> ________________ testing or ________________

testing.
• A/B or Split Testing is better for ________________

________________ sites.
• Multivariate testing, don’t run if you get less than

________________ pageviews per month.
• The question you should ask is: “Can I ________________

________________ this page?”
• The next question you should ask is: “________________ I actually

________________ this page?”
• The easier way of calculating significance: use the

________________ ________________.
• Conversion Rate - A static number that generally the

“________________ ________________” of a conversion interval.
• Conversion Interval - The interval your page will most

likely perform within. ________________ range means a
________________ likelihood this will perform in a similar way
when ________________ out.

Notes: • For ________________ work backwards. Do I get at least
________________ conversions per variation in at most
________________ weeks?
• Always ________________ the week!
• Work backwards—based on my current ________________ rate I

can expect that ________________ lift?
• Always ask—is the potential ________________ worth the extra

________________ and ________________.
• Ask: were there ________________ forces that could skew the data?
• List out the steps for reporting the results

• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
• ______________________________________________________
•••

TOOL - MARKETING SCORECARD
Notes:
Instructions: The link below will take you to our Marketing

Scorecard that we use here at DigitalMarketer. Each week, our
different departments fill out the metrics on our scorecard. This
scorecard is 100% editable to fit your organizations needs. Once
you click the link below, you will be asked to make a copy in your
Google Drive (NOTE: You need a Google Account to access this
document) The first tab (bottom of the page) is a quick video
on how to setup your scorecard. The second tab is the actual
scorecard. The final tab is a list of different metric ideas that you can
use. Working with your team, identify the metrics that are important
to your team, and begin filling it out. As a bonus, this sheet can be
adapted to fit to other departments as well, not just marketing.
Access your Marketing Scorecard

now and get started!

Notes:
• What lagging versus leading metrics are you currently tracking? If

you have not started tracking lagging versus leading metrics, what
are a few of each you think you can start tracking?
• What are some of the top of the funnel metrics that you are running?
What are some middle of the funnel metrics that you are running?
What are some bottom of the funnel metrics that you are running?
• After completing the module, come up with a few new hypotheses

to test some of your different metrics.

Answer key can be
section at the back of 1. How many top level metrics should you be looking to track at
the workbook.
each level of the CVJ?
a. 3 - 10
b. 3 - 5
c. 1 - 3
d. 1 - 10
2. Lead Measures need to be ________________ & ________________

to impact lag measures.
a. Predictive/Measurable
b. Influenceable/Accurate
c. Predictive/Influenceable
d. Accurate/Measurable
3. Which of the following would be considered a “top of the

funnel” lagging metric?
a. New visitors
b. Email list size
c. CPL (Cost Per Lead)
d. MQL to SQL (Marketing Qualified Lead) to (Sales Qualified
Lead)

QUIZ ANSWER KEY & EXPLANATIONS
Notes: Module 1 - Core Concepts of Digital Marketing
1. D. - With the rise of TECHNOLOGY we can now use all our digital
tools at our disposal the role of marketing has changed. It’s no
longer about just generating awareness and that’s it. We, as digital
marketers, can now actively engage our prospects and formulate
relationships with them through our brand to make them raving
fans.
2. D. - In order to move our customers from just leads to fans,

we need the right tool. The Customer Value Journey (CVJ), will
help you take customers from scratch and systematically and
SEQUENTIALLY move them through the value journey. This tool
will help you every step of the way from taking a cold prospect
and making them a true raving fan.
3. B. - At the end of the day nobody likes being sold to. Marketing
is about forming human to human relationships. We do this by
taking our prospects through every step of the CVJ, and NEVER
skipping a step.
•••
Module 2 - Knowing Your Customer
1. B. - The Customer Avatar Canvas was designed to let you

UNDERSTAND your customer in every way possible. This tool
accomplishes this by helping you understand your customer’s
demographics, key purchase drivers, their before and after state,
fears, and their wants & aspirations. All of these key factors will
help you know the best way to solidify your marketing plan.
Quiz Answer Key 144
Notes: 2. B. - People just don’t want to buy a product, they want to buy
TRANSFORMATIONS! No matter what the product or service is,
their purchase/investment is based on the fact that this will help
transform their life. So when developing your marketing plan,
don’t tell people they just need to have “Product X” in their life,
tell them how “Product X” will transform their life.
3. D. - Stories are POWERFUL marketing tools. People relate to

them and when it comes to the Before and After Grid, the best
way to do this is to think about their average day. Think back
to the Chatbooks Case Study. The mom had no time, and their
product was able to transform her life and give her just a bit more
time in her day.
•••
Module 3 - Mapping the CVJ
1. D. - The key to business selling is to form relationships. This

is why the CVJ is vital to your marketing plans. It helps ensure
you have zero sequencing issues. Remember, it makes people
UNCOMFORTABLE when you skip steps when forming
relationships.
2. D. - A free trial is not a lead magnet. This is part of the CONVERT

stage. When converting we are asking people to make a micro-
commitment. With a lead magnet we want people to give us their
contact information and exchange we give them VALUE. Today,
more than ever, people are being more selective who they give
their info to. This is why we need to give them exceptional value.
3. C. - These are the ONLY two ways people can show commitment,
Time & Money. However at this stage we want them to show a
micro-commitment. Something small, a few dollars or a little of
their time. Webinars are great to take care of both the Subscribe
Stage (register) and the Convert Stage (attend).
•••
Quiz Answer Key 145

Notes:
Module 4 - Content Marketing
1. C. - Engagement is important, however we want to make sure

that all the content that is created is VALUABLE. When it comes
down to it, our audience wants to get something out of what
they are consuming. If they are getting no value from it, there is a
high possibility they will move on to content from another brand.
The key here is quality over quantity when making our content.
Make sure that the value is apparent when planning, creating, and
posting your content.
2. A. - Style Guides are important for you to create for your brand.
No matter who is writing for your content, you want it to have
the same VOICE, tone, and writing style. This is essential for
expectations and congruence of your brand. Creating a Style
Guide will take a lot of practice, patience, and testing. However,
once you have it in place for your brand, your writing will be
seamless.
3. D. - Once our audience has consumed some of content,

producing new and valuable content is what keeps our audience
ENGAGE and coming back. The more we are able to engage our
audience, the easier it will be to transition them to the next stage
of the CVJ, subscription.
•••
Module 5 - Social Media
1. D. - Social Media is GREAT for Awareness, Engagement,

Subscription, and Advocate stages of the CVJ. However, you need
to make sure your post are not only relevant to your audience and
the channel you are posting them on, but that those posts also
provide value to your audience.
Quiz Answer Key 146

Notes: 2. C. - Of all the social media platforms that is covered in this
module, LinkedIn is the platform you want to leverage for business
to business connecting and selling. When you know your TARGET
audience is that of mainly business owners, then the best way to
find them is a more professional platform like LinkedIn. From here
you can use the different features of the platform to specifically
target certain job titles on LinkedIn.
3. D. - Just as it is with any of the marketing types we have covered

so far, the focus of your social media posts should be VALUE.
What makes your audience drawn to your post is the value you
can provide. So when making and posting on your social channels,
think about the value your post can provide.
•••
Module 6 - Digital Advertising
1. C. - Since digital advertising hits on every stage of the CVJ, it’s

vital to be leveraging this strategy for your business/agency. Being
able to not only bring in new leads, but CONVERT those leads
and have them become “raving fans” makes digital media such an
important step in your marketing process.
2. D. - Amazon is the number one search engine when it comes to

searching for physical products. People use the platform all the
time to read reviews, search for the best prices, and view videos
about the product. This is an underutilized channel when it comes
to digital advertising.
3. A. - LinkedIn is great for B2B. You can search for ACTUAL

company leaders you are trying to reach. This is a great platform,
albeit expensive, to generate those business leads you covet.
However, research shows that the close rate is higher on qualified
leads found through LinkedIn.
•••
Quiz Answer Key 147
Notes:
Module 7 - Search Marketing
1. B. - It’s really simple, if you cannot get your website ranked by

Google, you cannot generate awareness. However, it’s not enough
to be simply ranked by Google, we have to strive to OPTIMIZE
and improve our ranking. We want our sites to be on “page one”
for our prospects to be able to find us.
2. D. - Internal links, CTAs, and Lead Magnet downloads are all

GREAT selling tactics to add to your content marketing strategy to
give people a taste of what your core offer is.
3. A. - A crawler lives under our TECHNICAL side of SEO. Google

and other search engines sends out crawler “bots” that go
through the pages on your sites that help improve your rankings
on each search engine.
•••
Module 8 - Email Marketing
1. B. - The entire purpose of a Conversion Series is to make the sale

and convert your leads into repeat buyers. On average you are
looking to send 3 - 10 emails over 3 - 15 days. REMEMBER only
include one Call to Action (CTA) in this email!
2. D. - We want our subscribers to re-engage with our emails. If your

subject lines are just bland, boring, or unentertaining, they will
ignore them. The key is to find a way to make your subject line
stand out as they sort through all their other emails. STAND OUT.
Use emojis, curiosity subject lines, or a random word that will draw
attention.
3. D. - This is a process that many people do NOT do. As a resource

in the back of this workbook is a link to Ben’s Outline Sequence
template to help you plan and write your email series.
•••
Quiz Answer Key 148
Notes:
Module 9 - Community Management
1. C. - The entire purpose of an Awareness community is for

everyone to have an opportunity to access the community and
have a chance to become AWARE of your brand and what you
have to offer. In order for you to do this, you need to make sure
that your community has zero to very few barriers for entry and to
sign up.
2. A. - Subscribe communities are the TRICKIEST of all communities

to set up. They are tricky because it’s hard to get people to bond
over products. This type of community has to turn traditionally
transactional relationships into emotional ones in order to
create conversations that members would be able to benefit
from. Position your group as an element of value, making the
community a resource that supports your niche.
3. B. - After people have made their purchase, we want to give them

an opportunity in an EXCITE community. They are able to get with
other members who have made the same purchases and help to
instill excitement among the community.
•••
Module 10 - Data & Optimization
1. B. - You don’t want to measure EVERY metric you can think of at

each stage. You want to identify only 3 - 5 metrics at each stage
that you can track and measure. To figure out which ones you
need to be tracking, you need to figure out the purpose of your
data and what you want your end goals to be.
2. C. - We want our lead measures to be predictable and

influenceable because they help predict future of our metrics.
With lead measures that are predictable and influenceable we
have the opportunity to formulate better questions about our data
and have the ability to create better hypothesis.
Quiz Answer Key 149

Notes: 3. A. - New visitors live at the top of the funnel and help us figure
out how many unique new visitors are coming to our site. These
metrics live in the awareness stage. It lets us know how our
Awareness campaigns are working and gives us an indicator of
how we need to spend our budget for new traffic.
Quiz Answer Key 150

RESOURCES
Notes: The Ultimate Guide to Digital Marketing

The perfect resource for beginner-to-advanced digital marketers looking
to learn new skills or hone existing ones.
Certifications
Content Marketing Mastery Paid Traffic Mastery Optimization & Testing Mastery
Social Media Mastery Search Marketing Mastery Email Marketing Mastery
Analytics & Data Mastery Community Management

Mastery
Resources 151
Notes:
Playbooks: Getting Started with DigitalMarketer
Customer Avatar Playbook Customer Value Journey
Podcasts
DigitalMarketer Podcast:
Launching DigitalMarketer Meet DigitalMarketer’s Content How DigitalMarketer’s

Insider with Justin Rondeau Team of One with Becky Zieber Instagram Grew from 15k to
80k Followers in Less than a
Year
Perpetual Traffic Podcast:
Amanda Powell, SEO Manager Ryan Deiss Shares 4 Steps to Episode 84: Ryan Deiss: 7
@ DigitalMarketer on Building Crafting and Optimizing the Questions I Ask Myself Before I
Skyscraper Content Perfect Offer Finish Writing Ad Copy
Resources 152
Deals
Notes:
We want to make sure our members are using the best tools and getting
the best possible price! Take a look at the special pricing and discounts
you get from our favorite vendors in the DM Deals.
DigitalMarketer Engage
Not a Member of the Community? Join Today! DigitalMarketer Engage
is the go-to community for DigitalMarketer Lab members to get
answers to any questions related to digital marketing and growing your
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CERTIFICATION WORKBOOK

Copyright © 2021 DigitalMarketer

I started what would become DigitalMarketer in my dorm room at The University of

And I think we, as a company, have succeeded in delivering just that 😊.

What are you waiting for? Let’s get started!

Digital Marketing Mastery Certification 2

Connect on LinkedIn: https://www.linkedin.com/in/ryandeiss/

BECKY ZIEBER (CONTENT MARKETING)

Connect on LinkedIn: https://www.linkedin.com/in/rebecca-zieber/

BEN GRIFFIN (COPYWRITING)

Connect on LinkedIn: https://www.linkedin.com/in/ben-griffin-copywriter/

Meet Your Instructors 4

Shannon is the Social Media Manager at DigitalMarketer, where she works

Connect on LinkedIn: https://www.linkedin.com/in/shannondtxstate/

BEAU HARALSON (DIGITAL ADVERTISING)

Connect on LinkedIn: https://www.linkedin.com/in/beauharalson/

ALEX HERNDON (DIGITAL ADVERTISING)

Co-founder of The Scalable Agency, Alex has directly run DigitalMarketer’s

Connect on LinkedIn: https://www.linkedin.com/in/alexherndon/

Meet Your Instructors 5

If you’ve ever seen a goofy picture of someone from DigitalMarketer, odds

Connect on LinkedIn: https://www.linkedin.com/in/taylor-j-nelson/

AMANDA POWELL (SEARCH MARKETING)

Amanda is the Director of Marketing at DigitalMarketer, where she helps

Connect on LinkedIn: https://www.linkedin.com/in/amandalpowell/

RICHARD LINDNER (EMAIL MARKETING)

Richard Linder is the President and Co-Founder of DigitalMarketer, the

Connect on LinkedIn: https://www.linkedin.com/in/richardlindner/

Meet Your Instructors 6

Justina Fenberg is DigitalMarketer’s Community Manager. She gets to work

Connect on LinkedIn: https://www.linkedin.com/in/justina-fenberg-

JUSTIN RONDEAU (LANDING PAGES, DATA &

Connect on LinkedIn: https://www.linkedin.com/in/jtrondeau/

Meet Your Instructors 7

Module 1: Core Concepts of Digital Marketing 8

Know ? Want to Know Learned

1. ______________________ 1. ______________________ 1. ______________________

Module 1: Core Concepts of Digital Marketing 9

• Learn to ________________ digital tools & channels to drive more:

“Brand messaging should strive to deliver REALLY BIG

• Marketing is more ________________ than ever.

• List the eight stages of the Customer Value Journey.

VIDEO 3 - ROLE OF DIGITAL MARKETING

• Attract and engage ________________.

• Convert leads into ________________.

• Transform buyers into ________________ ________________.

Module 1: Core Concepts of Digital Marketing 11

Module 1: Core Concepts of Digital Marketing 12

• ________________ do you ________________?

• How will you ________________ your ________________ to your

• How will you acquire customers ________________ and

• List the three tools for modern marketers.

I’m not interested in what marketers think is cool. I’m

Module 1: Core Concepts of Digital Marketing 13

• What is the one thing that hasn’t changed?

Module 1: Core Concepts of Digital Marketing 14

• What are some differences you already noticed when you

• In the quick overview of the 3 digital marketing tools you learned

• How do you perceive sales and marketing when Ryan discussed

1. 1. 1. __

• Transform buyers into .

• do you ?

• How will you your to your

• People don’t buy and ,

• What is their like before,

• What is the

• make complex

• How do we leverage and

• What’s a “ ” you can deliver

• What is our , __ nad

• He or she who is and to pay the

• Who has your , but is providing a