Course description
Digital Marketing: Essentials
Get a best in class, results-focused grounding altogether the essential digital promoting skills, from characteristic the proper channel to evaluating campaign performance
YOU WILL LEARN TO:
Optimise websites for search engines and deliver further traffic via Pay per Click
Increase social participation and build incremental sales with affiliate programs put mobile to work for you across all aspects of the consumer journey
Build lasting relationships through email and user-centric customer experiences
Understand analytics to monitor and improve campaign performance
Suitability - Who should attend?
Digital Marketing: necessities is meant for those delegates with very little or no expertise in digital promoting.
Training Course Content
Exploiting the ability of search to achieve your audience
Understanding the role keywords play in the process your audience
Working with keywords to optimise the various layers of your site
Using keywords to develop content for different audiences
Finding the right keywords to work with
Building links that drive the correct quite traffic
Setting up Pay Per Click to drive traffic to your site
Building targeted keyword strategies
Working with Google’s basic planning tools
Setting up campaigns to deliver impressions and click-throughs
Measuring the effect of your campaigns
Working with budgets
Optimising campaigns with local and regional targeting
The importance of related landing pages
Using social channels to build customer engagement
Understanding your audiences’ social channel preferences
The importance of tuning into conversations
Preparing content that pulls the eye of your audiences
Using social channels to create relationships and build trust
Turning social relationships into sales opportunities
Going mobile in the digital marketplace
Mobile search and the multichannel journey
Responsive design and content
Making use of smartphones, interaction tools and downloads
Social interaction and Near Field Communication
Generating localised and behavioural sales opportunities
The critical difference between mobile sites and apps
Awareness and preference through display advertising
Assessing different targeting methods
Developing your scheduling options
Evaluating the creative options in format and content
Using analytics to optimise your campaigns
Work with affiliates to open new sales opportunities
Understanding the role intermediaries play within the promoting combine
Evaluating potential affiliate partners
Getting to grips with fees and commission structures
Developing the right kind of content and relationship
Ensuring sales are incremental and not detrimental to business
Using email to build and service customer relationships
Understanding the worth of email addresses and therefore the moment of capture
Building a segmentation, timing and content strategy
The importance of design and delivery methods
The elements that must be measured
The importance of testing and optimisation
Evaluating and optimising email campaigns
The role of automation
Putting user experience at the centre of digital strategy
Exploring user personas and goals
The importance of useful content and navigation
User testing wireframes and sites
Serving the 5 modes of customer engagement
Evaluating the performance of digital campaigns
First steps in the analytics
The eight essential measurements across all channels
Using analytics to optimise our campaigns