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 Google Analytics Tools, Reports and Data
- Implementing and Configuring Analytics
- Paid Search, Organic Search, PPC, CPC, and SEO
- Pageviews, Time on Page and Page Tags
- Google Analytics Tools and Resources
- Exporting, Emailing, and Scheduling Reports and Dashboards
- Online and Offline Campaigns
- Visitors Flow, Landing Pages and Converting Traffic
- Goal Funnels, Content Reports and Metrics
- Traffic Sources and generating custom reports and advanced sources
- Table Filters
- Channels
- Defining Goals
- Sorting Problems with Traffic Sources
- Using Tools to Export
- Ecommerce Reportings
- Social Media Traffic
- Internal Site Search