The List of Resources from Fundamentals of Digital Marketing by Google Digital Garage
Introduction
Fundamentals of Digital Marketing by Google Digital Garage is a great resource for anyone who would like to have an overview of digital marketing. Apart from its succinct video content, great quizzes and certification, it also offers links to a wealth of great tools that a digital marketeer needs. However, I can't seem to find a page with an index of this for ease of access and future reference. This is why I have taken upon myself to put this list together. I hope that it will help you as much as it helps me.
Links
Jargon Busters
Digital marketing jargon buster
If you are new to the digital marketing world or you've forgotten some of it, here is a list of digital marketing jargons and its meaning.
Search engine optimisation jargon buster
This is the jargon buster for search engine optimisation aka SEO.
Search engine marketing jargon buster
This is the jargon buster of search engine marketing aka SEM.
Web analytics jargon buster
This is the jargon buster of web analytics.
e-commerce jargon buster
This is the jargon buster of e-commerce.
Tools
Website Testing
Google’s Mobile-Friendly Testing Tool
This is a tool to help you test how mobile-ready your website is. It will test your mobile site's speed and provide you with detailed recommendations about improvements you could do.
Google's PageSpeed Insight
This is similar to Google's Mobile-Friendly Testing Tool. The only difference that I know of is that it looks older, it tests both desktop and mobile performance. What's more, you don't need to provide it with your email to get your detailed report. If you are thinking of measuring how fast your website is, I would recommend this tool over the Mobile-Friendly Testing Tool.
WebPageTest
This is quite the technical tool and it might overwhelm you if you don't have a strong technical background. It enables you to customize your test according to the device and the server location. It will run the test twice so that you can see the average request speed and sequence. Not recommended for novices.
GTMetrix
This sits between Google's tool and WebPageTest. It is not as easy to use as Google's tool but it is not as technical as WebPageTest. I recommend you to run your site through this. You might get some unexpected insights.
Listing
Google My Business
This site helps businesses promote themselves on Google Search and Google Maps. This will enable you to edit your business's opening time, contact details, photos, and much more on your business's listing on Google Maps. This is a must-have if you want your business to appear on Google Maps.
Keyword Analysis
AnswerThePublic
This is a tool that answers the question, "What are people searching for?". You can enter a keyword into their system and it will show the related search term. This will help you understand the question that people are asking regarding that topic. While this is a paid tool but from what I see, it is worth every penny that you are paying. This source is more quantitative compared to YouGov below.
YouGov
This tool is similar to AnswerThePublic with a very distinctive difference, their source of data. AnswerThePublic's data is from the automated collection of data from Google's search engine, whereas YouGov's data source is from a panel of 9 million+ of people from all over the world. This means that YouGov's data is more qualitative compared to AnswerThePublic. Not from the UK? No problem. Scroll down to the bottom see if they cover your country or not.
Google Keyword Planner
While AnswerThePublic and YouGov will help you discover what does the general public thinks, Google Keyword Planner will help you find out what are the relevant keywords to the keywords you have in mind. You can also know the search volume of each keyword, how much it might cost and what is the competition level. This is more of a convergent tool that leads to action.
Bing Keyword Research
This is a similar tool by the number two player in the market. According to Statista, as of April 2020, Bing accounts for 6.25% of the desktop search market share whereas Google accounts for 86.2% of the market share. I believe this is important for those who would like to target the niche that Bing holds.
Google Trends
This is another great tool that will help you with your keyword research. Apart from understanding the interest in a keyword over time and interest by region, you will also have the ability to compare other keywords side by side. You can either use this to tease out the best keyword for your campaign or use this tool to gauge the effectiveness of your SEO efforts compared to your competitors.
Management
Strides
Strides is an iOS app that helps you keep track of your goals regardless of what it is. Be it your marketing goals, business goals or personal goals, this free app can track them all.
CoSchedule
Working with a team that needs a centralized place to organize your content marketing schedule and Google Calendar is not cutting it? Well, CoSchedule is the answer to it. With its scheduling, automation and integration, your marketing effort will be running smoothly.
Analytics and Data
Google Analytics
This is the free tool mentioned in the course that will help us measure what users do on our website. It will also enable us to measure our conversion and goals.
Google Data Studio
This is another free tool provided by Google that enables you to create dashboards. This will enable you to pull all of your data into one single place and explore them.
Google Search Console
Use this website to keep track of the search that leads to your site. You can also keep track of pages that are indexed or not by Google here.
Google Sheets
Google's web-based spreadsheet. This is a useful data manipulation tool.Tableau
This is an advanced business intelligence tool. This is a good option if the above tools can't fulfil your needs anymore.
Email Marketing Services
From Google's links, we can conclude that it is a cutthroat business and the landscape is constantly changing so I'll offer the names of the services with a minimal write-up.
Mailchimp
One of the more famous and easier to use option. It offers a free option that helps you to get started.
SendBlaster
A desktop bulk email sending software.
NewZapp
It appears to me that this should be the go-to service if you want to be GDPR compliant.
CampaignMaster
This seems to be a service that not only handles email marketing, it also handles SMS marketing too.
dotdigital
This seems to be an advanced automated marketing solution for omnichannel marketing.
Others
Your Digital Marketing Toolbox
While this is not originally featured in the course, I find that this is way better than the non-existent Consumer Barometer. It is organized into areas such as Culture & Trends, Competitive Analysis, Consumer Insights and Diagnostic Tools & Industry Benchmarks. If you know what you are looking for, there are useful links to tools created by Google. Some of them are not on this list.
Grammarly
Need to write something but you are not very confident with your writing skills? Grammarly is here to help. While it is not perfect but it can catch most grammatical and spelling errors that one makes. Apart from that, it will also give you a comprehensive analysis of your writing such as your tone of voice, overall score, engagement and etc. This is a must-have tool for writers.
Business Strategy
Strategyzer
From their first book Business Model Generation to their newest, The Invincible Company, they have been a go-to resource to think about one's business model. This is a highly recommendable site for resources related to business models.
Extra Readings
KPIs: An essential framework
For you to reach your goal, you define the goal and what does it mean to reach it. In Measure What Matters, legendary venture capitalist John Doerr shows how great companies like Google used OKR to reach their big hairy goals. This article from Think With Google uses a similar concept and applies it to the See-Think-Do-Care framework.
Content Marketing Institute
This is a website whose mission is to advance the practice of content marketing. It is full of resources for content marketing. This is a vital resource for any content marketeer.
Copyblogger
Copyblogger has been teaching people how to write killer content since 2006. Their website is abundant with articles and tips on creating hit content. Check them out if you want to sharpen your content creation skills.
The Content Strategist
This is the blog of the company Contently. One of the key pillars of their company is expert content strategy. If you are looking for a place to learn how to strategize your content marketing, look nowhere else.
Content Marketing Ideas
Do you need to write some content for your own business or your company but you are having a writer's block? Enter The DSM Group's Content Marketing Ideas: 20XX Edition. They have been updating the list since the year 2014 and it is a great place for you to get inspiration about what to write.
Search Engine Optimization (SEO) Starter Guide
Let's face it. The Fundamentals of Digital Marketing only provided us with a bird's-eye view of digital marketing. I'm sure that the students will know the concept but they might not know how to execute it in detail. That is why this detailed blow by blow guide is a great place to start your SEO journey.
Google Sheets training and help
If you are not familiar with Google Sheets and you are on a mission to master it, this page holds the index to all of the topics you need on your journey to become a Google Sheets guru.
Learn More
Google Analytics Academy
From the course, we know that it is important for us to measure if what we are doing is moving us close to our goal or not. However, when you login into your Google Analytics account, more often than not, you will be overwhelmed by the available metrics and dimensions. This is why Google created the Analytics Academy to help you learn the ins and outs of this tool.
Conclusion
I've learnt a lot from creating this list. If you've noticed any dead links or errors, please feel free to comment and let me know. If this list has helped you in any way, I'd love to know about it. Thank you for reading.
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