Digital Marketing Course
The Blackford Centre
What you'll discover
- What is digital marketing?
- Major trends in digital marketing.
- Where are your customers online? B2B versus B2C. How to segment.
- What is the customer's journey? Google My Business. Local search.
- How consumers buy. Social media. Review sites. From mobile to desktop.
- What matters to the consumer? Responsiveness to questions and comments, trustworthiness, social proof
- Consolidators and comparison sites. Selling through intermediaries. Amazon, eBay, and travel sites.
- Devising a digital marketing strategy.
- Find new customers.
- Keep in touch with existing ones.
- Provide information
- Build relationships.
- Develop a brand identity online.
- Managing transparent pricing.
- Clicks and mortar. Ecommerce. Selling directly to customers from your site.
2. Making your site work harder
- How web pages work: enquirer, browser, search page.
- Web page – website - server.
- Bespoke web design versus WordPress. Content management versus code.
- Understanding the purpose of your site. What do you want it to do? More than just an online brochure.
- Providing high quality content, and relevant information.
- 'Give to get': providing information rather than promoting your product.
- Improved site design
- Images that are relevant. Captions.
- Use of colour
- Copy that works online. Headlines and sub-heads.
- Good navigation. No more than 3 clicks to a sale.
- How the site needs to work for all devices, including smart phones
- How to ensure a good user experience.
- How to keep people coming back. New content. Building a community.
- How to convert more enquirers to customers.
- A/B Testing.
3. Get seen online
- Search engine optimisation (SEO).
- What it is and why you need it.
- How much do we know about SEO?
- Your two audiences
- Getting started with SEO
- Optimising web pages and related elements
- Have a different page for each major key phrase
- Optimising keyword density, synonyms, and phrases
- Optimise your URLs and page titles
- Where to Put Keywords
- Internal and external linking strategies
- Time on the page: minimising bounces
- Offsite SEO: Getting inbound links
- Linking from social networking sites
4. Pay Per Click: 'Set and forget' marketing
- Google AdWords: what you need to know.
- Headline, Description, Fake URL and the real URL. Character limits.
- Extensions, sitelinks, Callouts.
- Getting more clicks for less money
- How to write an ad. Why create different versions of the ad.
- How to insert your visitor's keyphrase automatically.
- Other pay per click networks and behavioural targeting.
- Quality. Waste.
- Programmatic advertising
- Non contextual advertising. Banner ads.
5. Getting on to social media
- Why brands write on social media
- Writing for Social Media: The essentials
- Know your audience. Write for your audience.
- Writing for Twitter. Using hashtags. URL shortneners.
- Writing for Facebook. Starting with a question. Add a call to action.
- Getting seen on LinkedIn
- Being great on Google+
- Why YouTube videos are vital. Scripting YouTube Videos. Cheap ways to create video.
- Creating Pinterest Content
- Turning to Tumblr
- Writing for Reddit. The catchy headline.
- Scripting Periscope Videos
- Staying on top of comments. Responsiveness. Honesty. Transparency
6. Email marketing
- Making maximum use of captured email addresses
- How to write marketing emails
- How often to mail?
- Writing email newsletters
- Forms, pop ups and lead pages
- Single or double optins. Captchas.
- Email marketing and the law
7. How to measure and improve your digital media effectiveness
- Understanding ROI.
- Understanding analytics.
- What are analytics?
- How do analytics work?
- Measure, track, and test: Achieving your goals
- Popular web analytic tools
- Digital marketing automation
8. Getting a job in Digital Marketing
- Getting a job
- What is a digital marketer?
- The skills you need
- Finding the right fit for you
- Agency or client?
- Building your CV
- Applying for jobs
- Preparing for the interview
- The interview
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