Understanding Digital Marketing & How to Implement

This provides a detailed understanding about Digital Marketing concepts, strategies and implementation: including planning a website, website promotion, email and Search Engine Optimization (SEO) campaigns, Pay-Per-Click (PPC) campaigns and integrating digital marketing with traditional marketing.

This course has been designed for those who want to understand the key elements of building an effective digital marketing campaign to "Accelerate Your Business Growth". Covering best practice and using case studies, online tools and reference materials throughout, the session offers a practical guide to the core techniques in digital marketing, enabling delegates to leave with solid hands-on knowledge that they can implement immediately upon return to the office.

• Acquire more qualified prospects
• Reduce lead times and nurture leads more effectively
• Achieve a more balanced pipeline
• Increase your conversion rate
• Develop your online brand by creating and promoting relevant content
• Build solid relationships online, ensuring client satisfaction and repeat business
• Adapt the tone, style and type of your content based on your target audience
• Optimize territory and pipeline analysis and define growth strategies
• Maximize the impact of your digital selling with the use of CRM tools, digital tools and social media platforms
• Understand how to lead the implementation of a digital sales strategy in your organization

Digital Marketing - an overview

A brief overview about digital marketing and all relevant set of activities:

• Search Engine Optimization
• Local SEO - Google My Business
• Search Engine Marketing:
• Google AdWords
• Facebook
• LinkedIn
• YouTube
• E-mail marketing

STRATEGIC VIEW: PLANNING THE CAMPAIGN

• Companies that create a plan- succeed, whether it's a business , marketing or digital plan:
• Online Marketing Goals
• Online Marketing Objectives
• Marketing KPIs

ANALYSIS: CUSTOMER INSIGHTS AND TARGET AUDIENCE

Your online marketplace analysis summarises how the target audience for your campaign consumes media:

• Who's Buying from You? Why?
• How Do They Find You (e.g., Using Search Engines, Comparisons or Media Sites)?
• Who Else Do They Buy From?
• How Could You Increase Your Target Audience?
• Where Else Do Your Customers Spend Time Online?

CONTENT MARKETING: CONTENT IS KING

When you start a campaign you need a hook, theme or main message you want the audience to recall and act upon:

• Promoting New Products
• Launching New Products
• Brand Messaging
• Promotional Offers and T&Cs
• Developing Online Value Propositions
• Reasons to Click
• Viral Content

REACH: MEDIA PLAN/SCHEDULE/TIME-LINE

Overall investment in different media types:

• Google Ads
• Search engine Optimisation (SEO )
• Pay-per-click (PPC )
• Facebook Marketing
• Remarketing
• Emailing
• Social Media Marketing

ACT: ENCOURAGING INTERACTION AND PARTICIPATION

You may have agreed your online content assets, do think broadly about what works with your customer groups. This may include:

• Infographics
• Games
• Written Guides / PDF downloads
• Videos
• Quizzes / Interactive Tests

CONVERT: ENCOURAGE SALES, OPTIMIZE AND TEST

How to encourage sale from existing contacts at the Reach and Act stage through:

• Retargeting or Remarketing
• Automated Emails Marketing
• Behavioural Retargeting
• Brand Campaigns in AdWords & Remarketing
• Web Personalization

ENGAGE: ENCOURAGE CUSTOMER ADVOCACY AND SHARING RESEARCH EFFECTIVENESS

Encouraging sharing and on -going engagement in campaign. Four simple ways to do this:

• Use Social Share Buttons
• Thank Sharers
• Capture Reviews / Post Sale Satisfaction Surveys
• Follow-Up with Customers, e.g., After An Event
• Set Up an Affiliate Marketing Campaign

• Social Media Marketing
• Mastering Online Marketing
• Mastering Social Media Marketing
• Introduction to Web Design: HTML & CSS
• Introduction to jQuery
• More other Information Technology related courses