Digital Marketing: Essentials

Exploiting the power of search to reach your audience

• Understanding the role keywords play in defining your audience
• Working with keywords to optimise the different layers of your site
• Using keywords to develop content for different audiences
• Finding the right keywords to work with
• Building links that drive the right kind of 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 attracts the attention of your audiences
• Using social channels to build 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

Working with affiliates to open up new sales opportunities

• Understanding the role intermediaries play in the marketing mix
• 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 value of email addresses and 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 heart 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 analytics
• The eight essential measurements across all channels
• Using analytics to optimise our campaigns