Our Favorite Digital Marketing Certifications and Courses for 2021

by | Mar 24, 2021 | Digital Strategy | 0 comments

From search and social marketing to copywriting for SEO, these digital marketing certifications and courses will sharpen your skills and inspire your strategy.

Stay­ing cur­rent on mar­ket­ing trends, indus­try shifts and dig­i­tal advance­ments requires a com­mit­ment to con­tin­u­ous improve­ment. This con­vic­tion to excel­lence is woven into our cul­ture and core val­ues at True North Cus­tom, and as a result our team has researched and com­plet­ed sev­er­al dig­i­tal mar­ket­ing cer­ti­fi­ca­tions and courses.

Based on our team’s expe­ri­ence to stay cur­rent on dig­i­tal mar­ket­ing trends, here are a few of our favorite—and most­ly free—digital mar­ket­ing cer­ti­fi­ca­tions and indus­try-spe­cif­ic courses.

Digital Marketing Certifications and Courses

Google Ads Search Certification

  • Cost: Free
  • Time com­mit­ment: 2.5 hours
  • Who should con­sid­er it: The course is designed for entry-lev­el dig­i­tal mar­ket­ing pro­fes­sion­als who will be run­ning Google Search cam­paigns, or any­one needs a refresh­er on best prac­tices for paid search as well as auto­mat­ed solu­tions like Smart Bid­ding and Audi­ence Solu­tions to boost cam­paign performance.
  • Why we rec­om­mend it: Patient acqui­si­tion in the top pri­or­i­ty for health­care orga­ni­za­tions, and paid search is one of the most effec­tive ways to increase web traf­fic and qual­i­fied leads.

Facebook Digital Marketing Certification

  • Cost: Free
  • Time com­mit­ment: 2 hours
  • Who should con­sid­er it: Face­book says “the ide­al can­di­dates for this cer­ti­fi­ca­tion are entry lev­el mar­keters, includ­ing stu­dents and job seekers.”
  • Why we rec­om­mend it: Face­book is typ­i­cal­ly part of the mod­ern health­care jour­ney, and this course cov­ers foun­da­tion­al adver­tis­ing con­cepts on Face­book along with Insta­gram and Messenger.

SEO Fundamentals Course (SEMRush)

  • Cost: Free
  • Time com­mit­ment: 4 hours
  • Who should con­sid­er it: Any mar­ket­ing pro­fes­sion­al involved with dig­i­tal mar­ket­ing or con­tent mar­ket­ing strat­e­gy, as the course offers a broad review of SEO, from the basics of how search engines work through to tech­ni­cal tac­tics for opti­miz­ing con­tent and link building.
  • Why we rec­om­mend it: The demand for online health-relat­ed con­tent is greater than ever, and search engine opti­miza­tion is fun­da­men­tal to evolv­ing your con­tent strat­e­gy and posi­tion­ing your brand as a trust­ed guide.

SEO Copywriting Training Course (Yoast)

  • Cost: $89/year includes access to all Yoast Acad­e­my courses
  • Time com­mit­ment: 6–8 hours
  • Who should con­sid­er it: Accord­ing to Yoast, “Whether you’ve just start­ed blog­ging, or are an expe­ri­enced writer try­ing to improve your SEO chops, we have the tips to take you to the next level.”
  • Why we rec­om­mend it: Search is the No. 1 source of site traf­fic for hos­pi­tal and health sys­tem web sites, accord­ing to the Hos­pi­tal Dig­i­tal Expe­ri­ence Index. Dri­ving organ­ic traf­fic requires a blend of art and sci­ence to craft con­tent that appeals to both your audi­ence and Google algorithms.

Content Marketing Certification Course (Hubspot Academy)

  • Cost: Free
  • Time com­mit­ment: 6.5 hours
  • Who should con­sid­er it: Hub­spot sug­gests the course is for mar­ket­ing pro­fes­sion­als, inbound pro­fes­sion­als and con­tent producers.
  • Why we rec­om­mend it: Accord­ing to the 2020 Dig­i­tal Health­care Mar­ket­ing Trends sur­vey of 150 provider orga­ni­za­tions: “Look­ing at the capa­bil­i­ties where lead­ers are fur­thest ahead of oth­ers, con­tent devel­op­ment tops the list.”

Landing Page Course (Unbounce)

  • Cost: Free
  • Time com­mit­ment: 3 hours
  • Who should con­sid­er it: The course is designed for entry-lev­el mar­ket­ing pro­fes­sion­als who will be man­ag­ing dig­i­tal cam­paigns, copy­writ­ers and cre­ative design­ers work­ing on land­ing pages, or any­one needs a refresh­er on best prac­tices for high-con­vert­ing land­ing pages.
  • Why we rec­om­mend it: While there is always some debate on whether gat­ed con­tent is more effec­tive than ungat­ed con­tent in gen­er­at­ing leads, we believe both are crit­i­cal ele­ments of an effec­tive health­care con­tent strat­e­gy. This course will help you under­stand the goals, essen­tial ele­ments and expect­ed out­comes from gat­ed con­tent using con­sumer-cen­tric land­ing pages.

Email Marketing Course (Hubspot Academy)

  • Cost: Free
  • Time com­mit­ment: 3.5
  • Who should con­sid­er it: This an entry-lev­el course designed for stu­dents or begin­ning mar­ket­ing pros, or any­one else inter­est­ed in learn­ing what Hub­spot calls “one of the most in-demand skills in dig­i­tal marketing.”
  • Why we rec­om­mend it: Email mar­ket­ing is a lead­ing dri­ver of con­sumer and physi­cian engage­ment. In fact, our 2020 State of Health­care Con­tent Mar­ket­ing study found that email is the No. 1 tac­tic to engage physi­cians and No. 2 tac­tic for gen­er­at­ing ser­vice line leads.

Google Analytics Academy

  • Cost: Free
  • Time com­mit­ment: 4–6 hours, depend­ing on your famil­iar­i­ty with Google Analytics
  • Who should con­sid­er it: Cours­es are avail­able for begin­ners through to more advanced dig­i­tal mar­ket­ing professionals.
  • Why we rec­om­mend it: With fre­quent updates to Google’s search algo­rithm and oth­er issues that impact dig­i­tal mar­ket­ing per­for­mance, mea­sure­ment and opti­miza­tion is crit­i­cal to com­pete in 2021.

Healthcare Marketing Certifications and Courses

Social Media Basics for Healthcare Certificate (Mayo Clinic Social Media Network)

  • Cost: The train­ing is val­ued at $250 and avail­able for Pre­mi­um and Cor­po­rate mem­bers. Pre­mi­um mem­ber­ship (for indi­vid­u­als) is $295 and includes 12 month­ly webi­na­rs and access to webi­nar archives.
  • Time com­mit­ment: 4 hours
  • Who should con­sid­er it: The course is designed for any­one inter­est­ed in learn­ing how to set up and man­age a social pres­ence on Face­book, Twit­ter, LinkedIn, Insta­gram, and Pinterest.
  • Why we rec­om­mend it: Social media is one of the most effec­tive ways to engage health­care con­sumers. This course is led by health­care social media experts at Mayo Clin­ic, who will teach you when and how to mon­i­tor your online pres­ence, plus ways to mea­sure results and under­stand ana­lyt­ics avail­able through the social media plat­forms. Also, qual­i­fied par­tic­i­pants can earn CME cred­its for com­plet­ing this dig­i­tal mar­ket­ing cer­ti­fi­ca­tion course (3.5 AMA PRA Cat­e­go­ry 1 Cred­its™ available).

SHSMD Healthcare Marketing and Communications Credential Programs (various courses)

  • Cost: Varies
  • Time com­mit­ment: Varies; for exam­ple, SHSMD’s Health Care Mar­ket­ing Cer­tifi­cate online pro­gram requires view­ing a min­i­mum of 13 hours of online presentations
  • Who should con­sid­er it: Mar­ket­ing pro­fes­sion­als new to health­care or any­one inter­est­ed in fun­da­men­tal top­ics like Mar­ket­ing Plans, Mar­ket­ing Com­mu­ni­ca­tions, and Mar­ket­ing Research.
  • Why we rec­om­mend it: The only con­stant is change in health­care, and this is espe­cial­ly true in dig­i­tal health­care mar­ket­ing. As a pre­miere orga­ni­za­tion serv­ing health­care strat­e­gy and mar­ket­ing pro­fes­sion­als, SHSMD fac­ul­ty rep­re­sent many of the industry’s top hos­pi­tals and health systems.

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