Digital Marketing Crash Course Brighton 2017

Digital Marketing Course Outline

This 1 day masterclass is aimed at raising awareness of the full range of digital marketing tactics involved in integrated marketing planning. The masterclass combines elements of several of our public digital marketing courses to provide a comprehensive overview of latest digital marketing best practice in 2017.

Course Outline

Introduction: The Digital Marketing landscape

  • SOSTAC marketing mode l- Situational analysis – Where are we now? How did we get here? 
  • Latest trends, challenges and opportunities – Data driven models
  • Digital Marketing Planning – a strategic approach using the RACE framework Reach, Act, Convert, Engage (RACE) from Smart Insights

Search Engine Marketing (SEO and PPC)

  • How search engines work
  • Competitor research & benchmarking
  • SEO audits – Google Search Console
  • Onsite SEO – Keyword research, meta data, content marketing
  • Technical SEO essentials – Canonicals, Hreflang, Schema Markup, Duplicate Content, URL Parameters, HTTP Headers, Crawlability, Site Speed
  • Offsite SEO: Latest link building techniques
  • Cleaning up your link profile, overview of algorithmic and manual penalties,
  • Link building/Digital PR & SEO – what journalists/bloggers want
  • Recommended SEO Tools
  • Pay-Per-Click advertising: the basics

Content Marketing

  • Content strategy overview
  • Audiences, personas
  • SEO copywriting and semantic search
  • Online video – importance of
  • Essential content marketing tools

Social Media Marketing

  • Networks overview: Facebook, Twitter, Instagram, LinkedIn, YouTube
  • How Instagram and Pinterest fit into the social media landscape
  • Mobile Messaging Apps & chatbots
  • Social listening & monitoring
  • Organising Social Media – Tools, content planning, editorial calendars,
  • A strategic approach to social media

Email Marketing

  • Overview of the email marketing
  • Increasing your open and click-through rates
  • Email design & development

Usability and UX

  • Website trends 2017
  • Information architecture & user experience
  • Desktop and mobile UX best practice
  • The importance of user testing
  • Conversion rate optimisation

Web Analytics and Metrics

  • Google Analytics overview
  • Account Set Up – The analytics dashboard run through
  • Google Data Studio
  • Google Tag Manager
  • Goals, conversion funnels and conversion rate optimisation (CRO)

Marketing for Mobile 

  • The mobile landscape
  • HTML5, Https, responsive design and the mobile web
  • Mobile SEO
  • Location-based services

Online Display Advertising

  • The online/mobile display landscape
  • Programmatic advertising

Integrated Digital Marketing Planning

  • Integrated Digital Marketing planning
  • Digital marketing plan template
  • Marketing automation
  • The future in Digital Marketing

Training Toolkits:

Training is conducted in day workshops with case studies & examples. Optimal class sizes are 8 to 10 participants. Each presentation includes takeaway guide, useful resources/articles and recommended websites.

Price : On request