COURSE 3 | DIGITAL MARKETING & E-COMMERCE CERTIFICATE
From Likes to Leads: Interact with Customers Online
In this course, you’ll learn how to develop effective social media marketing strategies to engage customers online. You will build core skills by exploring how to select the right platforms, create compelling content, and use analytics to drive your paid advertising decisions.
What you'll learn
- The foundational principles of social media marketing and its value to a business
- How to establish clear, actionable goals for your social media campaigns
- Develop, design, and adapt content to build an active online audience
- How to build campaigns using the five core pillars: strategy, publishing, community engagement, analytics, and paid advertising
CONTENT CREATION CUSTOMER ENGAGEMENT SOCIAL MEDIA STRATEGY BRAND AWARENESS
SOCIAL MEDIA MANAGEMENT TARGET AUDIENCE
SOCIAL MEDIA MANAGEMENT TARGET AUDIENCE
What to expect
No experience required
All skill levels welcome
1 week at 10 hours
Learn at your own pace
5 modules
Gain insights on specific topics
4.8
3,990 reviews
Course Details
From Likes to Leads: Interact with
Customers Online
Link to Youtube Video (visible only when JS is disabled)
Learn the value of social media marketing for business promotion. You will learn how to evaluate social platforms and choose the right ones for your campaigns. You will also look at the five core pillars of the field, covering strategy, publishing, engagement, analytics, and paid ads.
Explore strategy, and planning and publishing – the first two pillars of social media marketing. You will connect your campaigns to real business objectives and build a brand identity for a specific audience. You will also break down the four types of social media activities (paid, owned, earned, and organic) before learning how to determine the ideal timing and frequency for your posts.
Dive into the third pillar of social media marketing: listening and engagement. After learning the value of monitoring online conversations and practicing with relevant tools, you will uncover practical ways to connect with customers and grow your brand authority.
Break down the fourth pillar of social media marketing: analytics and reporting. You will assess the value of social metrics and leverage platform data to drive smarter campaign decisions. To finish the module, you will draft your own presentation-ready report.
Build your skills in the fifth pillar of social media marketing: paid advertising. You will evaluate the advantages of paid campaigns and determine where to place your ads. After comparing ad formats and content types, you will measure campaign impact and run targeted social tests.
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View all the courses in the series
Complete all 8 courses in the Google Digital Marketing & E-commerce Certificate to advance your career. Get equipped with the skills you need to apply to entry-level roles in this field.
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Google Digital Marketing & E-commerce
Foundations of Digital Marketing and E-commerce
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Google Digital Marketing & E-commerce
Attract and Engage Customers with Digital Marketing
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Google Digital Marketing & E-commerce
Think Outside the Inbox: Email Marketing
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Google Digital Marketing & E-commerce
Assess for Success: Marketing Analytics and Measurement
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Google Digital Marketing & E-commerce
Make the Sale: Build, Launch, and Manage E-commerce Stores
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Google Digital Marketing & E-commerce
Satisfaction Guaranteed: Develop Customer Loyalty Online
Frequently asked questions
The modules included in the From Likes to Leads: Interact with Customers Online course are:
- Introduction to from likes to leads: interact with customers online
- Social media strategy, planning, and publishing
- Listening and engagement on social media
- Social media analytics and reporting
- Paid social media
All of the courses in the Google Digital Marketing & E-commerce Certificate are now available on Google Career Skills and Coursera..
This course is part of the Google Digital Marketing & E-commerce Certificate. When you enroll, you subscribe to the entire certificate program and gain access to all included courses. In the U.S. and Canada, the subscription cost is $49 USD per month after an initial 7-day free trial period. In other countries where Google Career Certificates are available, your cost may be lower. To see the exact cost in your local currency, please visit the Coursera page and view the enrollment options.
In addition to this course, the Google Digital Marketing & E-commerce Certificate includes:
- Foundations of Digital Marketing and E-commerce
- Attract and Engage Customers Through Digital Marketing
- Content Marketing
- Email Marketing
- Marketing Analytics and Measurement
- Build, Launch, and Manage E-commerce Stores
- Develop and Maintain Customer Loyalty Online
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.
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.
The different types of digital marketing include...
- Content marketing
- Search engine optimization
- Search engine marketing
- Affiliate marketing
- Email marketing
- Social media marketing
A digital marketer can use tools and strategies to help businesses attract and engage customers. Some of the most in-demand digital marketing skills are...
- Social media marketing
- Email marketing
- Advertising
- Marketing analytics and measurement
- Audience research
- Planning, creating, and publishing content
- Analyzing data
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’ve graduated 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.
The Google Digital Marketing & E-commerce Certificate can qualify you for high-paying digital marketing jobs such as digital marketer and e-commerce specialist. There are many types of roles within digital marketing and e-commerce in organizations of all sizes, across most industries.
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