DIGITAL MARKETING

Digital Marketing

• Introduction to Digital Marketing
• The impact of Digital Marketing and effective strategies
• Marketing & data regulations such as GDPR
• Campaigns via your website and social media: LinkedIn, Facebook, Twitter etc.
• Capitalising on ROI (Return on Investment on Campaign strategies)
• Multi-channel marketing routes and marketing campaign management
• Customer experience and user experience
• Website overviews: HTML5 vs. WordPress and E-commerce sites
• Mobile marketing and analytics
• Mobile methods vs apps and targeting customers
• Attracting and retaining customers via mobile
• Conversion rates, tracking, analytics and reporting
• Search engine optimisation
• Keywords and search terms
• Developing a content plan
• Successful content strategies
• Social Media Platforms; LinkedIn, Facebook, Twitter, Instagram, YouTube, Snapchat and others
• The power of hashtags and search terms
• Blogging platforms such as Google+ and Blogger
• Communities, blogs and gaining attraction from documentation
• Email marketing and platforms e.g. Mailchimp and Constant Contact
• Managing email permissions and PECR
• E-Newsletters and Surveys via SurveyMonkey
• Examples of email content, HTML5 filters and sending targeted emails
• Tracking and utilising effective email campaigns
• PPC - Pay per Click advertising
• Managing your social media platforms e.g. Buffer and Hootsuite
• Understanding concept through to live marketing campaigns
• Video advertising, creating content and using Promo, Adobe and YouTube for content

Search Engine Optimization

• Search Engine Optimisation overview and structure
• How search engines see content, websites and relevance
• The relationship between search engines Google, Yahoo, Bing
• Using the correct keywords and frequency, keywords research
• Technical SEO – sitemaps, robots.txt, canonicals, hreflang, schema code, featured snippets, knowledge panel, mobile-first indexing, images optimization, etc.
• Website Content optimization – title tags, meta description tags, H1 tags, image ‘alt’ text, page copies
• Off-page Content strategy – social, blogs, articles, videos, infographics
• Google Search Console
• Google PageSpeed Insights Tools and Test My Site
• Google Analytics
• Screaming Frog and other SEO tools
• Ranking your own website against the search engines
• Crawling and rendering your website
• External site links and the importance of relevant media
• Site visits and the importance of ranking
• Business listings and third parties

Social Media Marketing

• Understanding social media sites
• Using social media for your business
• Targeting your customer market via Facebook, Twitter, Instagram, LinkedIn and other sites
• Risks and Disadvantages of social media
• The importance of blogging and linking blogs to the site
• LinkedIn - An in-depth view of the site and how to utilise
• Facebook - An in-depth view of the site and how to utilise
• Twitter - An in-depth view of the site and how to utilise
• Instagram - An in-depth view of the site and how to utilise
• Snapchat - An in-depth view of the site and how to utilise
• Blogger - An in-depth view of the site and how to utilise
• Working with Buffer and Hootsuite to schedule social media posts

Google Ads

• An overview on campaigns and dashboards
• How to configure and set up a campaign
• Keywords and Negative keywords
• Budgets and achieving outcomes with daily spend
• Conversion rates
• Ad types; call only, email and page conversions
• Ads and Extensions
• Audiences and Demographics
• Creating bids and setting budgets

Facebook Ads

• An overview on setting up and running Facebook ads and campaigns
• Using the dashboard
• Configuring and setting up your campaigns
• Keywords and Negative keywords
• Acquiring your audience
• Setting categories

Google Analytics (GA)

• An overview and introduction to