Digital marketing
Digital marketing – or, as we should probably label it – digital marketing communications, is probably one of the most important topics for contemporary marketing communications specialists to understand and master. Yet there are far too many self appointed ‘experts’ offering learning in this area who have little or no experience of applying the skills involved. This essentials course and the other more detailed topic specific digital marketing courses that form a part of our whole portfolio, are authored by practitioners – agency experts in each of their fields, that apply, survive and prosper by implementing this stuff for their clients, for a fee on daily basis.
The overarching intention for these digital marketing learning options will be to demystify the topics so learners will gain an appreciation of the purpose and benefits of the channels they can use and how to get the most from them.
Digital Marketing Essentials
Our Digital Marketing Essentials Course provides an overview of all of the key topics that anyone with an interest in digital marketing needs to know about.
So it covers an introduction to digital marketing, the digital marketing flow structure, search engine optimisation - what it is, and how it works both onsite and offsite - pay per click advertising including how Adwords work, how to write an ad and an introduction to the Adwords bidding model, and display advertising techniques, landing pages overview and how to construct one that works, social, mobile and affiliate marketing, email marketing, and an introduction to analytics.
This course provides a comprehensive overview for those who are new to digital marketing or those with only specialist knowledge in one key area of digital marketing. As such the ideal learners will be drawn from:
- Marketing executives
- Marketing communications executives
- Marketing managers
- Digital marketers with gaps in their knowledge or who are new to digital marketing
- Marketing managers working with digital marketing agencies
- Other managers working with digital marketers who need to understand the key principles of digital marketing
- Jargon buster – reference
- Useful links worksheet
- Best practice guides for landing pages, user experience and conversion rate optimisation
- Best practice guide for email marketing
- Persona development template
- Digital marketing brief template
- AdWord campaign planning template
Search Engine Optimisation
Some people think that SEO is dead. That’s not correct, but recent algorithm changes have impacted it directly and so have some of Google’s approaches in relation to SERPs. So now, more than ever, it is key for marketers to know how to give their online presence the best possible chance of being found by those searching for their offer.
Our SEO special learning course covers topics such as what the latest changes are and how that impacts what we can do, Keywords (long-tail vs broad) and keyword research (competition / Search volume / trends), constructing web pages and landing pages for best UX and how to optimise those pages for search engines. Off-site SEO – how it works and content marketing as a part of SEO.
Anyone who wants to ensure their site or landing page has the best chance of featuring high up in a Search Engine Results Page but particularly:
- Digital marketers new to SEO or those who want to improve their skills
- Marketing communications executives
- Marketing managers
- Marketing executives
- Marketing manager working with digital marketing agencies or SEO specialists
- SEO Best practice guide
- Useful links worksheet
- Keyword planner
- Key SEO tools overview
- Best practice guides for landing pages, user experience and conversion rate optimisation
Social Media Marketing
Social Media forms a key part of your digital marketing approach whether you are working in B2C or B2B marketing. Therefore understanding the key principles of what makes for successful social media marketing is a key part of what makes for successful digital campaigning.
This course reviews owned versus paid, versus earned social media presence and best practice to ensure that your presence is maximised, the difference in audience and purpose between major platforms (Twitter / LinkedIn / Facebook / Instagram / YouTube / Tik Tok and others), how to generate community engagement and growth, types of engagement and how to handle each, inbound versus outbound, and review of the key management tools.
Anyone who wants to understand how to plan, implement, and get the most from their online social media presence and particularly:
- Digital marketers new to using social media or those who want to improve their skills
- Marketing communications executives
- Marketing managers
- Marketing executives
- Marketing manager working with digital marketing agencies or Social Media specialists
- Social media platform review guide
- Social media best practice guide
- Social media engagement planning tool
- Useful links worksheet
Email Marketing
Email marketing is a key tool in relation to attracting new customers or retaining existing ones. Yet in most cases it is done so badly that it has the opposite effect. Putting off new buyers and alienating existing ones. The reason for this failure is mostly down to lack of objective testing (especially in the B2B area), the breaking of some simple rules that are easy to follow and poor communications.
This course will take learners through all the key practices, tools and techniques that deliver successful email marketing campaigns, improving open and click through rates, reducing unsubscribes and increasing sales. It will cover key do’s and don’ts, provide top tips and take learners through the key ingredients to get it right. It will cover the importance of subject lines and key proven ways to get more responses from better crafted subject lines, copy content development, conventional email marketing, developing and using personas, event and trigger based marketing, testing best practice, re-solicitation, re-engagement and key metrics to measure, improve and succeed.
- Digital marketers new to using email marketing or those who want to improve their skills
- Marketing communications executives
- Marketing managers
- Marketing executives
- Marketing managers working with digital marketing agencies or email marketing specialists
- Email marketing best practice guide
- Useful links and references
- Persona development template
- Digital copy writing tips and techniques
Content and Referral Marketing
Content is the backbone of most digital marketing campaigning. It is the way to generate new prospects and customers directly and in-directly through referrals and is, for most businesses, the user's initial motivation for clicking through to begin their relationship with your organisation or your product.
This course will explain what referral and content marketing is and how to use it as a part of the digital marketing flow and your campaign, types of content, developing content that works, avoiding the pitfalls and mistakes, where and when to post, types of referral including earned and paid and tools to maximise your chances of earned referrals, third party referral / affiliate – how referral works, affiliates and merchants / vendors or networks and how they work, using referral as a part of a campaign, integrating referral into offline campaigns, developing and using video content, how, what, where and when, analytics for content marketing.
Anyone who wants to understand how to plan, implement, and get the most from their content and referral marketing and who need to develop that content and particularly:
- Digital marketers new to using content and referral marketing or those who want to improve their skills or their rate of succcess
- Marketing communications executives
- Marketing managers
- Marketing executives
- Marketing managers working with digital marketing agencies or content marketing specialists
- Referral and content marketing best practice guide
- Useful links and references
- Content writing tips and techniques
Mobile and Video Marketing
Mobile, cell or smart phone, whatever you want to call it, this digital marketing medium is absolutely key to your digital marketing campaigning. With mobile first now well embedded in the Google Search algorithms, and the growing penetration of mobile as a part of prospects and customers browsing habits (and in some geographies the only device used to browse the web) it is vital that your marketers are fully equipped to handle their digital marketing in this context.
This course looks at the key part that mobile plays in the user journey, how customers and prospects use mobile, adjusting the UX for best user experience and why a good mobile experience is key to all digital marketing, tools to test and benchmark your mobile site, 5 key principles for effective mobile marketing, why mobile is as important for B2B as B2C, and applying mobile across platforms, in social, content, and advertising.
Anyone who wants to understand how to plan, implement, and get the most from their digital marketing across the spectrum and particularly:
- New digital marketers and those who want to improve their digital marketing skills
- Marketing communications executives
- Marketing managers
- Marketing executives
- Marketing managers working with digital marketing agencies
- Mobile marketing best practice guide
- Useful links and references
- Key benchmark analytics
Analytics
One of the key benefits of digital marketing is that it is highly accountable and rapidly adjustable. But that is only the case for those using the best and most appropriate analytical tools on which to base decisions and make adjustments accordingly. However, the options in relation to what you can analyse can be overwhelming. There are so many performance indicators in digital marketing but which are key? Which are easily accessible and understandable? And which will truly help you to improve or benchmark performance?
This course covers the key principles of digital analytics and how they work to help guide you through the jungle of options, looks at the key tools you can use, and focusses on how to get the most from the most widely used tool of all – Google Analytics. It walks you through the key areas of audience, acquisition, behaviour and conversion, explains how to use the tools in each channel, and sets out the key metrics to use on a regular basis.
Anyone who wants to understand how to plan, implement, and get the most from their digital marketing across the spectrum and particularly:
- New digital marketers and those who want to improve their digital marketing skills
- Marketing communications executives
- Marketing managers
- Marketing executives
- Marketing managers working with digital marketing agencies
- Those responsible for their organisation’s marketing spend
- Using analytics best practice guide
- Useful links and references