In this guide, we reveiw Fundamentals Of Digital Marketing With Google, Funding Request For Business Plan, Funding Requirements For Business Plan, Funnel For Digital Marketing, and Funnel Strategy For Digital Marketing.
Get started in the high-growth fields of digital marketing and e-commerce with a professional certificate from Google. Learn to manage digital marketing campaigns, attract and engage customers, and sell products online.
Fundamentals Of Digital Marketing With Google
Get a job in digital marketing or e-commerce, with help from Google
Learn the fundamentals of digital marketing and e-commerce in order to gain the skills needed to land an entry-level job.
Median salary in the fields of digital marketing and e-commerce1
Job openings in the field of digital marketing and e-commerce1
Fast and flexible, the digital marketing & e-commerce curriculum is hosted on Coursera, one of the world’s leading online learning platforms, so you can learn at the pace that’s right for you.
Qualify for in-demand jobs with a Google Career Certificate in digital marketing and e-commerce
Digital marketing involves using email, social media, search engines, display advertising, and other online channels to attract customers, encourage them to make purchases, and keep them coming back. E-commerce involves using online platforms to sell products and services, which includes designing online stores, crafting product listings, conducting market research, and analyzing store performance.
Learn more about the certificate
Digital Marketing & E-commerce Certificate
This fully online program teaches you the skills you need for an entry-level job in digital marketing or e-commerce, with no experience required.
You’ll learn popular tools and platforms, such as Canva, Constant Contact, Hootsuite, HubSpot, Mailchimp, Shopify, Twitter, Google Ads, and Google Analytics.
This certificate is endorsed by the American Association of Advertising Agencies (4A’s) and the American Advertising Federation (AAF).
This program contains no confidential information. All Google Search features taught are publicly available, you can learn more in official Google Search documentation.
See full curriculum
Get on the fast track to in-demand jobs with top employers
Become a Google Career Certificate graduate and get exclusive access to the Google Coursera job platform, where a group of more than 150 employers are hiring for open roles.
Complete online certificate courses, at your own pace and time.
Access career resources like coaching sessions, mock interviews, and a resume builder tool.
Share your resume and get connected with national and local employers.
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Frequently asked questions
What is digital marketing and e-commerce?
Digital marketing is about connecting people and brands online. People with careers in this field use display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.
E-commerce is the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.
Is e-commerce part of digital marketing?
Digital marketing and e-commerce are interconnected, and digital marketers and e-commerce specialists have related (and sometimes overlapping) responsibilities. While digital marketing works to connect brands with people, e-commerce helps brands sell products to people. Digital marketers use online tools to reach customers and e-commerce specialists work to grow online sales. Digital marketers and e-commerce specialists both use tools and strategies that help businesses grow.
What are the different types of digital marketing?
The different types of digital marketing include…
Why start a career in digital marketing and e-commerce?
Digital marketing and e-commerce professionals have exciting careers at the crossroads of technology, people and business. As more people spend more time online, knowing how to find, communicate and sell to customers are in-demand skills. There are currently 218,000 U.S. job openings in digital marketing and e-commerce with a median salary of $51,000.¹ Companies across industries – like Wayfair, Macy’s, Crate & Barrel, and Google – hire digital marketers and e-commerce professionals.
¹Burning Glass: Labor Insight (Last 12 Months: Feb. 1, 2020 – Jan. 31, 2021)
What are some of the most in-demand digital marketing skills?
A digital marketer is able to use tools and strategies to help businesses attract and engage customers. Some of the most in-demand digital marketing skills are…
Is a certificate in digital marketing useful?
Yes, a certificate in digital marketing grows your skills and demonstrates your ability to use tools and strategies that are valuable to businesses. The Google Digital Marketing & E-commerce Certificate focuses on the skills that employers are seeking, including email marketing, designing and running an online store, social media marketing, and marketing analytics.
You’ll learn these job-ready skills through interactive content (discussion prompts, quizzes, and hands-on activities) in under six months, with less than 10 hours of flexible study per week. The certificate will teach you how to use popular digital marketing and e-commerce tools like Shopify, Mailchimp, Twitter, Google Ads and more. You’ll also have the opportunity to apply your new skills to real-world scenarios.
After you graduate from the program, you’ll have access to career resources and be connected directly with employers hiring for entry-level jobs in digital marketing and e-commerce.
Who is the Google Digital Marketing & E-commerce program for?
The Google Digital Marketing & E-commerce Certificate is for anyone who wants to learn digital marketing to build an online presence and engage with people and customers online. No previous experience or knowledge of specific tools is required.
Funding Request For Business Plan
These guidelines will help you prepare a funding request to present to a potential lender alongside your loan application.
We’ve talked before about the benefits of having a business plan for every business, but the truth is, most companies don’t put one together until they want to apply for funding, whether from a bank or investor. Sometimes, even if you don’t need a full business plan when applying for a loan, you will be asked for a funding request. You can also follow the guidelines below to prepare a stand-alone proposal to present to a potential lender with your application.
If the purpose of your business plan is NOT to get funding, feel free to skip this section.
As we’ve said before about writing a business plan, it’s important to keep your audience in mind. You can certainly prepare different versions of your funding request depending on whether you’re applying for a loan or approaching an investor. The terms of each would be different, and you might be looking for different amounts of money or types of funding, especially if you’re approaching several potential partners.
Be clear about whom you’re directing the request to, and think about the questions they might have and what they would want to see. Make sure you’ve done your homework regarding the costs involved with your plans. This is where the financial section of your plan will work hand in hand with this one. Be consistent with your numbers, and ask for enough to cover your needs fully so you don’t fall short and remain unable to complete your goals. At the same time, don’t ask for more than you need.
What to Include in Your Funding Request
1. A summary of the business
If the request is part of your business plan, you will have already put together all the information found in a business summary. If you’re creating a funding request as a stand-alone document, explain what the company is, where you’re located, what you sell or what services you offer, and who your customers are. Mention whether you’re incorporated, and if so, what type of corporation it is, along with who the owners and key staff members are. Briefly list your business successes and accomplishment thus far.
2. How much money you’re requesting
How much cash are you looking for now, and if you anticipate this being the first part of an ongoing growth plan, how much more money do you plan to request over time? What would the specific timeline look like? The Small Business Administration suggests thinking as far as five years down the road when putting your funding request together. Also spell out what type of funding you’re looking for, whether a loan or investment, and the terms you’re asking for. (As we suggested above, you can put together different versions of the request for different types of funding.)
3. What you will use the money for
Do you need some extra funds for working capital to buy more inventory? Are you paying off a high-interest loan? Buying a building, new equipment, or another company? Expanding your advertising campaign, or hiring more staff? Whatever it is, explain how much each aspect will cost.
4. Financial information
This will be the heart of the financial information section of your business plan , but you need to include it here if you’re putting together a stand-alone funding request.
You’ll need historical data on the company (if it’s an established business), like income statements, balance sheets, and cash flow statements for the last three to five years. If the funding request is for a loan that requires collateral, document what you have to offer. If you’ve invested your own money in the company or there are other investors, state that along with how much.
Offer realistic projections for the future, and explain how this new funding would help you reach those goals. Prepare yearly forecasts for income, balance sheets, cash flow and capital expenditure budgets for the next five years. Be even more specific for the first year, with projections for each month or quarter.
You also need to cover how you plan to pay off the debt, or what kind of return on investment you can offer a potential investor. Potential funders will pay particular attention to this, wanting to maximize their gains and minimize their risk as much as possible. If the plan is targeted to investors, what would their exit plan be? Can they cash out in a specific number of years? Do you plan to go public and offer stock?
Finally, address anything that might affect your ability to repay, whether positively or negatively, such as being acquired, buying out another business, relocating, etc.
Getting money to fund your business may very well be the point of creating your entire business plan, so take the time to carefully prepare your funding request, making sure to include all the information a decision-maker will need.
Funding Requirements For Business Plan
When you start your own company, you’re in for a marathon rather than a sprint. You’ll hit tons of milestones—some of which are more challenging than others. Writing a business plan for funding, be it for a business loan or an investor, can seem like one of the more daunting tasks for an entrepreneur. This is especially true if you’re doing it for the first time (or if you don’t consider yourself to be much of a wordsmith).
But writing a business plan for funding your company appears to be scarier than it really is. In fact, the typical funding request in a business plan follows a fairly boilerplate format. Your would-be business funders want to see specific details about your business (or, if you’re just starting up, what you expect your business to be). So long as you cover these details, know your financials by heart, and can write convincingly about why your business plan and funding requirements make sense, you can take this challenge on without breaking a sweat.
Why Do You Need a Business Plan for Funding Your Company?
The rationale behind drafting a business plan for funding a business is simple: Would-be investors and lenders want to know what they are getting themselves into. Just as you would want to know the specifics of a mutual fund or stock portfolio before you put down money, your investors and creditors want to know if funding your business is a sound idea.
It’s not easy for early investors or lenders to measure a company’s performance. There isn’t a ton of financial history available about new businesses, which means that you have to provide much more information about your vision and projected revenue to help them get a full view of what you’re doing. Plus, some loans require a business loan proposal with your application—such as SBA 7(a) and SBA 504/CDC loans.
So long as you know why you’re creating a business plan for funding, whether that means investments or loans, you can ensure that your would-be investors have all the details they need. Here’s an overview of why you need a business plan for funding your company successfully.
1. To Help Investors Know About Your Business
Before any investor makes the plunge to help you fund your business, they will want to know what it is that your company does. Sounds simple enough, right? Your business plan for funding serves as an official introduction to your company and builds upon any prior conversations you’ve had about what it does.
2. To Share Your Business Objectives and Goals
Investors will want to know what your goals are for your company once they understand exactly what it does. You’ve already addressed what your business is—now you need to explain your vision.
3. To Explain Your Current Financials and Future Projections
Once you’ve explained your vision for the company, you’ll need to dive into the financial details of how you plan to make it happen. You need to provide investors with a complete glimpse into your financial situation in order to make a compelling case for your business.
4. To Persuade Investors to Help Fund Your Business
The numbers tend to do the talking in a business plan for funding opportunities, but that doesn’t mean that you shouldn’t create a compelling case for why you want an investment through other means. A persuasive argument complements robust financials, and a business plan for funding allows you to make your case.
What Should You Include When Writing a Business Plan for Funding?
Now that you know why a business plan for funding is essential, the next step in the process is knowing what you need to cover. Thankfully, the topics covered in your business plan for funding are pretty boilerplate. Investors know what to expect from the typical business plan—so long as you cover them satisfactorily, you’ll provide all the standard details one might want to know about your company. Here are the core components of a successful business plan for funding.
1. An Executive Summary
The executive summary should cover the essential information about your business: what it does, who it serves, and what you’re looking for from the people who read it. A strong executive summary hits upon the problem your company solves, your target market, competitors in the space, and a brief section on your colleagues.
Tailor your executive summary toward investors if you’re writing a business plan for funding. Make sure that it provides the valuable financial information and value proposition behind investing in your company. Sometimes it’s easier to write the executive summary last, as you’ll have an easier time summarizing the other topics you’ve covered in detail elsewhere.
2. Your Business Opportunity
Your executive summary covered the basics behind what your company does, but the opportunity section dives deeper into what sets your company apart and makes it a particularly worthy investment.
Here, you’ll want to get into the nitty-gritty about your product or service, the target market, and how you differentiate your business from your competitors. Show your potential investors why you deserve their money, and back it up with data. The best way to do this is by detailing market share insights within your business plan. For example, discuss the following:
Next, you’ll need to cover your key customers—the people within the share of market category. These are the people you intend to target the most. Feel free to go into detail on who they are (as a group, not individually of course), why you’ve selected them, and how they align with leading influencers in your industry.
3. Your Company’s Current Financials
Now that you’ve provided an overview of the potential market for your goods or services, you’ll want to dive into your company’s financials. Don’t be shy on details for this section—your investors need to have a full picture of your company’s current performance, as well as your future revenue projections.
If you’re just getting your company off the ground and don’t have revenue to show yet, be sure to include detailed income and expense projections instead. The more information you can provide about your company, the better your odds are at getting funded.
4. Your Current (and Future) Loan Requirements
This section should include your current funding request, as well as any anticipated funding requirement in the foreseeable future. Be candid and upfront about why you’re requesting a loan or investment in your company, outlining precisely what you expect your needs to be based on your bookkeeping and financial forecasting.
5. A Description of How You’ll Use the Funds
Creditors and investors won’t just want to know how much money you need. They’ll also expect to know what you intend to do with the money they give you. After all, it’s in their best interest to understand how you plan to spend these funds—this can help lenders and investors determine if your plans are sound and can yield the best chance of repayment possible.
6. Your Current (or Future) Loan Repayment Plans
Your prospective lenders and investors need to know about any outstanding investments in your company, or loans you’ve already taken out. And if you’re starting out with neither of those two, you’ll need to provide this information to give your funders a full sense of your business financials.
An outline of your current and expected loan repayment plans gives these groups a better understanding of how you intend to pay them back. A strong repayment plan is an essential part of a successful business plan for funding. The more convincing your plan, the less risky your business appears.
7. A Brief Description of Your Team
Creditors and investors don’t just want to know the financial ins and outs of your business. They want to know more about the people within your company itself, too. This is particularly true if members of your organization come with a distinguished background. Anything you can boast about with regards to personnel could help woo investors.
If your loan application requires a business plan, you’ll have to do more than just provide team member bios. Get ready to spill the details on your own financial history (and that of any co-signer on the loan), as creditors want to know if you have a personal history of solvency and debt repayment.
8. An Appendix (If Necessary)
Your appendix is the ideal place for any information or graphics that don’t quite flow with the rest of your proposal. Say, for example, that you want to include more details about your revenue projection. Putting this information in the main text of your proposal could shift focus away from the essential details about your request. Place these materials at the end of the proposal document, and opt for an in-text citation for these materials instead.
Funnel For Digital Marketing
Digital marketing funnel is a strategic model that represents complete journey of your customers in their buying journey, and highlights all the steps they take from the moment they get to know about the product to the final moment of purchasing it. The purpose of digital marketing funnel is to send qualified traffic at the top, and nurture them with content marketing and other forms of framework to finally convert them into customers.
So what is a digital marketing funnel, anyway? In its simplest form, a marketing funnel is created when you map out the different stages a customer goes through from the time they first hear about your product or service to the point where they either buy or abandon it.
At each stage of the funnel, you’ll want to put in place different strategies and techniques to encourage customers to move further down the funnel and closer to making a purchase. For example, you might use social media to generate awareness about your product, email marketing to get people interested, and paid ads to drive traffic to your website.
The key is to continuously test and tweak your funnel until you find what works best for your business.
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When you are trying to market your product to an audience base, it is quite factual that people won’t buy products instantly. Instead, there is a complete process behind the customer journey from knowing about the product to purchasing it. When you are selling your product to a customer, you need to understand the various characteristics and stages that a customer goes through before purchasing your product.
The first step to a successful customer journey and a digital marketing funnel is to understand the target audience. The classic mistake in marketing that most people tend to make is assuming that everybody is their audience, and they could sell to everyone. However, it is just a waste of time, energy, and resources to think this way. People travel from awareness interest desire and then action stage in the customer journey where they purchase your product.
What is the digital marketing funnel?
A digital marketing funnel is a visual and strategic representation of the steps that a customer takes in the entire journey from the moment they realize the problem till they become your customer. Marketers have widely accepted this concept, and they have been using this marketing funnel to achieve success in marketing actions. To succeed in your marketing campaign, it is highly recommended to better segment your marketing actions based on the content ads and the messages you were trying to put forward to your audience.
A person who has just realized that they may need a marketing agency for their project that will take place after three months would need to be marketed in a completely different manner than a person who has to take action within a few days. In the former case, you would like to do inbound marketing(SEO) and attract potential customers with your blogs, infographics, and LinkedIn post(if they search for potential agencies on LinkedIn) to ensure that they see you as an authority in the marketing niche. However, the latter potential customer needs to hear instantly from you. You may target them with Google ads or outbound marketing and present a completely different marketing message to influence their decision in your favor.
Why do you need a digital marketing funnel?
Many marketers suffer a loss with their paid campaigns on social media marketing, whereas others achieve a return on investment of 3X to 4X. Is there any magical ingredient?
No. Simply allocating budget and throwing money recklessly on paid ads or any form of marketing would never generate results unless you have a strong foundation. Every firm that is investing in marketing works to have a good and positive return on investment by properly knowing what they are upto.
A digital marketing funnel helps you understand your target audience, which means you could have multiple opportunities to connect with your prospects at their preferred time and platform to impress them with your brand message and converse directly with them.
When you know your audience, you can easily create personalized content based on their stage in the customer journey. The world loves personalization, and there is no doubt about that. A proper digital marketing funnel could help you enhance personalization where you easily create content or copywriting focused on your audience. When you distribute a budget for various digital marketing channels, then it is evident that you would be generating a higher return on investment for every single buck spent.
Funnel Strategy For Digital Marketing
A funnel can help you visualize the journey your prospects will take to reach their final destination—whether that’s a completed purchase or another goal that requires multiple steps. This guide will show you how to build funnels for digital marketing, from attracting new traffic and capturing leads all the way through closing deals and upselling.
Now that you’ve chosen your target audiences and you know what they want, it’s time to hook them with a compelling offer.
The best way to do this is by using the right keywords in your ad copy, landing page and call-to-action button.
Now that we’ve covered the basics of funnel strategy, let’s dive into a few specific types of funnels. The first is called “capture.” This is where you collect info from your leads.
The best way to capture leads is by offering something for free—something like an ebook or cheat sheet that gives them value upfront. This can be done in several ways:
- Landing pages
- Forms on your website (like contact forms)
- Content upgrades (PDFs, videos, etc.)
Once you’ve gotten the customer to contact you, you need to close the sale. This means getting them to buy from you or make a purchase of some kind.
There are many ways to do this, and every business will have its own way of going about it. But no matter which method is used, closing should be an ongoing process throughout the entire lifecycle of your funnel strategy:
- At each stage in your funnel, ask yourself how many customers will be looking at this stage right now? How many can I expect at each point in time? How long will they stay at each step before deciding whether they’re going to commit or not?
- What do my customers need me most right now? What’s stopping them from moving forward with their purchase? What do I need to tell them that will motivate them enough so that they convert from being a lead into becoming a customer?