Digital Marketing Essentials

Digital Marketing is fast becoming a critical area for successful companies. Having a prominent online presence is key to success. So how is this achieved? How do brands and companies appear at the top in Google, appear in your Facebook feed and follow you around the internet? This course answers these questions and shows you how you and your company can benefit from digital marketing.

Delegates will learn how digital has changed buyer behaviour and develop their digital strategy during the course. They will learn how to leverage social media to attract new customers and also how content marketing can raise brand profile. The course will also enable delegates to understand tracking codes so that they can gain valuable insights from a range of analytical tools.

Objective:

By the end of this interactive training programme, you will be able to:

• Recognise how digital has changed buyer behaviour
• Develop a digital strategy
• Target the right audience for your digital marketing
• Leverage social media communications to attract potential customers to your product/service
• Understand how content marketing can raise you company's profile
• Use tools and techniques to ensure your digital marketing campaigns increase ROI
• Implement tracking codes and gain valuable insights from Analytics

Course Outline

Module 1 – Introduction to Digital Marketing

• What is Digital Marketing?
• Facts and figures
• Key players in the industry
• Marketing campaigns, how they tie in
• The impact of new technologies on business and customer behaviour

Module 2– Digital Strategy

• Developing and implementing a digital strategy
• What are the key challenges and barriers?
• Multi-channel marketing
• Mobile devices and marketing opportunities

Module 3 - Social Media

• Social purpose
• Key social media channels
• Advertising on SM
• Building followers

Module 4 - Content Marketing

• The growing importance of content marketing
• Different types of content - hub, hero and hygiene
• Online video
• Developing a content strategy
• Measuring success

Module 5 - Tools and Analytics

• Tag Manager
• Adwords
• Analytics (overview)
• Real time reporting and analysis
• Adsense
• Market research tools
• Google Analytics
• Keyword research