Digital Marketing

What you'll discover

1. Welcome!

  • 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.
  • Typography.
  • 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.
  • Popups

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
  • Influencers.
  • Staying on top of comments. Responsiveness. Honesty. Transparency

6. Email marketing

  • Making maximum use of captured email addresses
  • Autoresponders
  • 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.
  • Automation.
  • 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
  • Summary