Fast Track Digital Marketing
If you are new to digital marketing or you want to update your knowledge, Fast Track Digital Marketing will give you a clear understanding of key digital marketing channels, the underlying principles for using them effectively and advice on planning and executing campaigns.
Presented by Sarah Alder, this 9 module, 3 hour plus course will give you a better understanding of:
- Essential digital marketing jargon, the key channels and the underlying principles
- How to plan customer-focused digital marketing
- Integrated search marketing strategies
- Online display advertising options for lead generation and conversion
- Social media marketing in a business context
- Designing websites and applications for better user experience
- How to effectively plan your email marketing campaigns
- Analytics: what to measure and how to manage
- What to watch for the future in digital
Course Content
Introduction
Module 1 - The digital marketing landscape
- Current trends, challenges and opportunities
Module 2 - Customer focus
- Designing websites and apps with the customer in mind
- Customer persona development
- Mapping the customer journey
Module 3 - Search Engine Marketing (SEO)
- How search engines work
- Keyword research analysis and tools
- SEO: Link building techniques and how they help your rankings
Module 4 - Online advertising
- Where to advertise online
- Google Ads (PPC and GDN)
- Pay-per-click advertising: the essentials
- Facebook advertising
- Advertising on the other social media platforms
Module 5 - Email Marketing
- Why email marketing still works in a social media era
- A strategic framework for email
- An award-winning email unpacked
- The elements to consider beyond the copy
- Email benchmarking data
- GDPR
- Marketing automation
Module 6 - Social Media Marketing
- The challenge of attaining organic reach
- Understanding paid, owned and earned media
- The Facebook News Feed Algorithm
- Social media user behaviour
- The ‘Big Four': Facebook, Twitter, LinkedIn, YouTube
- How Instagram and Pinterest fit into the social media landscape
- The impact of Mobile Messaging Apps: WhatsApp & Snapchat
- Content marketing
- Facebook Messenger
- Online reviews
Module 7 - UX and Usability
- An introduction to UX
- What makes a great website
- Auditing your website
- Copy and Design: creating information architecture that delivers
- Desktop and mobile: delivering the best user experience
- The importance of user testing
Module 8 - Web Analytics and Metrics
- On-site analytics
- Google Analytics, Facebook Insights, YouTube Analytics
- The analytics dashboard
- Social listening
- What to measure – website performance, keywords, SEO, content, social media, online surveys, emails
- Tools
- Implementation challenges
Module 9 - The future of digital
- Voice search
- AR and VR
- Social media trends
- Facebook Watch
- Ecommerce
- How to spot emerging trends
Course review