Pre Course Requirements
You should have everyday PC or Mac skills and some existing commercial knowledge or marketing experience would be helpful but not essential.
Learning Outcomes
- You will gain a good all-round understanding of digital marketing
- You will learn how to use a strategic process to plan and set goals for your activities
- You will define your audiences and market segments
- You will assess your market and your capabilities
- You will work towards a content marketing and digital action plan for your business
- You’ll learn how to get the best out of your website and/or mobile app
- You will get a good understanding of many key digital channels including
- Search Engine Marketing – SEO and PPC
- Email Marketing
- Social Media Marketing – Paid and Organic
- Online PR and Affiliate marketing
- Display advertising
- You’ll look at key ideas for web metrics and digital analysis
Course Outline
Introduction
- What is Marketing
- Defining Online vs Offline marketing
- Where does digital (online) marketing fit in
- How can digital marketing increase overall value
Following a strategic marketing process
- What is a Marketing Strategy
- Short term vs long term
- Using a strategy model to help with planning
- Assessing your own capabilities
- Gathering and analysing market information
- Assessing your digital landscape
- Defining your audience/s and segments (personas)
- Working towards a content marketing plan
- What tools will you need?
Setting goals and objectives
- How to set measurable goals
- Defining goals in key areas
- Lead generation and sales
- Brand awareness and brand value
- Relationship building
- Customer service
- Cost savings
- About conversions and conversion funnels
- Tying goals to measurable outcomes
Your Website and/or mobile app
- Using your website/app as a central hub
- What is the role of your website?
- What factors make a good website?
- Analysing your websites’ current performance
- Setting up goals on your website – conversions
- Using web analytics to help define/refine your audience
- GDPR and privacy considerations
- Costs and resource considerations
Digital Analytics
- What can web analytics tell you
- What analytics options do you have
- Making your analytics data efficient and effective
- Overview of Google Analytics
- Key metrics and measures
Search Engine Marketing (SEM)
- Paid Search vs Organic Search
- Organic Search
- Advantages, disadvantages and costs
- How to assess SEO performance
- What’s involved in SEO
- SEO basics
- Paid Search
- Advantages, disadvantages and costs
- What types of paid campaigns are available
- How PPC works
- PPC terms and basics
- Keyword research
- Setting a budget
- Defining a balance between Paid and Organic Search
Email Marketing
- Email marketing principles
- Defining your email goals and success criteria
- Using email marketing platforms
- Building and managing lists and audiences (subscribers)
- GDPR and data protection
- Designing email marketing campaigns
- Delivering email to a plan
- Measuring the effectiveness of your campaigns
- Improving your email marketing performance
- Personalisation and Automation
Social Media Marketing
- Paid vs Organic Social
- Organic Social
- Advantages, disadvantages and costs
- An overview of current platforms
- How to choose a social media platform
- Content planning for organic social
- Define an organic social media campaign
- Measuring organic social media success
- Paid Social
- Advantages, disadvantages and costs
- Which platforms offer paid advertising options
- Define a paid social media campaign
- Measuring organic social media success
- The balance between paid and organic social
- Setting a budget
- Making a social media campaign plan
Other forms of digital marketing
- Online PR
- Display advertising
- Affiliate marketing
Creating a Digital Action Plan
- Which Tactics will you deploy
- What specific activities have you identified
- Which channels will you use
- Setting a timeline for your plan
- Defining your first campaigns
- Setting your budget and assigning resources
- Assessing your effectiveness against set goals
- Measuring your return on investment (ROI)
Questions and Answers
Course Info
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