Google Digital Marketing & E-commerce Professional Training Course

Foundations of Digital Marketing and E-commerce for Government

• Define the fields of digital marketing and e-commerce for government operations.

• Describe the job responsibilities of an entry-level digital marketer and e-commerce specialist in a public sector context.

• Explain the concept of a marketing funnel as it applies to government services and outreach.

• Understand the elements and goals of a digital marketing and e-commerce strategy for government agencies.

Attract and Engage Customers with Digital Marketing for Government

• Recognize strategies to build brand awareness among potential customers or constituents in government programs.

• Explain the purpose of SEO (search engine optimization) and essential SEO terms for enhancing online visibility for government services.

• Optimize website content for SEO to improve access to public information and services.

• Understand search engine marketing (SEM) and how it benefits government agencies in reaching their target audience.

From Likes to Leads: Interact with Customers Online for Government

• Define social media marketing and describe its purpose for engaging with constituents in a public sector setting.

• Identify core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, advertising, tailored to government communication.

• Define the goals of a social media campaign for enhancing public awareness and participation in government initiatives.

• Write, design, and repurpose engaging content for social media to promote government programs and services.

Think Outside the Inbox: Email Marketing for Government

• Understand how email marketing fits into a digital marketing strategy for government agencies.

• Write effective email copy, subject lines, and preview text to communicate with constituents about important updates and information.

• Test, execute, and optimize an email marketing campaign to enhance engagement with the public.

• Measure and analyze email campaign results to inform future communication strategies for government.

Assess for Success: Marketing Analytics and Measurement for Government

• Define media planning and strategies in the context of government marketing efforts.

• Describe what defines a successful marketing campaign for government initiatives.

• Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy to improve public outreach.

• Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights for government decision-making.

Make the Sale: Build, Launch, and Manage E-commerce Stores for Government

• Understand essential e-commerce strategies and practices for government services and procurement.

• Explain what e-commerce stores and platforms are and how they work in the context of government operations.

• Create an engaging customer experience online using best practices to improve access to government services.

• Set up a mock e-commerce store using Shopify or similar platforms to demonstrate potential applications for government procurement and service delivery.

Satisfaction Guaranteed: Develop Customer Loyalty Online for Government

• Identify common strategies for building customer loyalty in e-commerce as they apply to government services and citizen engagement.

• Successfully manage client relationships and measure satisfaction with government programs and services.

• Find, apply for, and prepare for interviews and jobs in the public sector related to digital marketing and e-commerce.

• Put together a portfolio and/or resume to present to government employers highlighting relevant skills and experiences.