Online Marketing is all about ensuring your business, product or service is maximising the potential of the Internet. Ever typed a product name into Google and been instantly impressed by the first name that appeared on the list? This does not happen by accident. It is the outcome of clever online marketing tactics implemented by clever online marketing professionals. This Introduction to Online Marketing course will teach you these tactics and more.

This three-day course is a must for small, medium and large businesses, looking to use a proven approach to reaching both new and existing customers. Our interactive, comprehensive Introduction to Online Marketing Course is also a good starting point for marketers looking to expand their career, brush up on their skills and knowledge or move into a different sphere.

Who is this course for?

Marketing managers and directors responsible for charting the course for the next generation of marketing in their organization
Advertising agency professionals responsible for bringing the latest marketing solutions to bear on their clients’ marketing challenges
SME Owners and Management who are serious about using Online Marketing to attract new business as well as keeping in contact with existing clients.

Assumed Knowledge

This training course is the perfect starting place for online marketing novices or business owners wanting to know how to start promoting their products and services online. During the workshop our online marketing expert will run through the majority of online marketing options currently available. The course covers the basic elements of search engine optimisation, social media marketing, online advertising, mobile marketing, email marketing, location services and analytics.

Drawing on examples of successful online marketing case studies and, where relevant, discussing the different online marketing activities in the context of your business and marketplace, this course will provide a good grounding for those looking to start marketing their business online.

What you will learn

Understanding digital marketing jargon, the key channels and the underlying principles
How to put together a digital marketing strategy
How to set KPIs for your online marketing activity
How to develop integrated Search Marketing strategies
Understanding Social Media marketing in a business context
How to effectively plan your email marketing campaigns
Selecting online display advertising networks and banner formats
How to use Mobile apps, mobile web and location-based services
Analytics: what to measure and how to manage

Focus on the customer

Digital Marketing Planning – a strategic approach
Creating an effective digital marketing framework
Evaluate the existing conversion funnel
Defining customer personas
Finding buyers paths to sales
How to establish your core online marketing goals

Basics of traffic acquisition

Setting customer acquisition goals
Understanding free and paid traffic drivers
Examples of free traffic drivers
Examples of paid traffic drivers

Conversion optimisation

Understanding messaging in relation to conversion funnel
Web design that helps drive conversion
Understanding A/B testing or Split testing to optimise your conversion
How to use landing pages in your optimisation process
Tracking your conversion results

Search Engine optimisation

How search engines work
Keyword research analysis and tools
Link building techniques and how they help your rankings
Manual and algorithmic site evaluation
The importance of your site map
An overview of SEO Webmaster tools
Universal search versus local search

Paid Channel advertising

Understanding different online advertising sales models
Cost per Impression versus Cost per Click
Cost per Action versus Cost per Install
Cost per View
Paid advertising campaign strategies
Advertising Networks and how to choose the right one
Conversions versus Traffic versus Budget
Optimising your AdWords campaign (keywords, bid strategy, ad copy and creative) for maximum ROI

Social Media

Social Media – Introduction and overview
Selecting the social networks that are relevant to your business (Overview of Facebook, Linkedin, Twitter, Google+, Youtube, Pinterest, Instagram, Blogging
Promoting your content to engage readership and to drive traffic to your web site
How to measure your online reputation
Tracking the effectiveness of your social media

Location and Mobile Marketing

Understanding the mobile user experience
Mobile versus Social versus Local
Mobile apps versus mobile websites
Location-based services: why, what and how
How to set up Google Local and integrate with your Google+ Page

Content Marketing

Understanding the role of content marketing in your conversion strategy
Your content marketing playbook – different types of content
Content as referral traffic driver
Content marketing success metrics
The power of webinars

Email Marketing

How to use email to build personal connections
Understanding legal regulations on email
Measuring the right email metrics
An overview of the email marketplace
The role of email service providers
Increasing your open and click-through rates
Email design & development do’s and don’ts

Affiliate Marketing

How to increase sales through affiliate marketing
Affiliate programmes explored
Affiliate marketing for B2C and for B2B
How to maintain the personal touch in your affiliate marketing
How to launch your own affiliate programme

Online measurement and analytics

Measuring the effectiveness of your web site
Understand terminologies concerning Social Media Analytics
Understand how visitors and web crawlers make use of their website
Analyse and interpret data results of your Google Analytics dashboard
Search performance: How to measure impact in search engines

PUBLIC SCHEDULED CLASSES

Come into one of our centrally located training facilities. Small class sizes, industry experienced instructors, and many classes lead towards certification.

PRIVATE TRAINING

We can organise training for you. We can do it for only one person or a group. Give us a call an we can make arrangements for your course.

LIVE ONLINE TRAINING

With our online toolbox let your global team learn together. Give us a call and we can make arrangements for your course.

ACADEMY IN A CASE

If you can’t come to us we can come to you. Give us a call and we can make arrangements for your course.

SPREADING THE COST OF YOUR TRAINING

You know that in the long term it pays to be skilled up in the latest software. But you’ll also know that, in the short term, investing in yourself can feel painful on your pocket. So we’ve got a solution that will help you learn the skills you need, at a monthly price that you can afford.

Introducing Academy Class Payments.

Because we’re committed to your success, we’re offering you the opportunity to pay for your training monthly, rather than the whole cost upfront. We want to remove every barrier we can to your success, and if having the flexibility to spread the cost of your training helps you, as it helps thousands of others, then let’s do it.

SAVE WITH ACADEMY CLASS VOUCHERS

Academy Class Vouchers are a flexible, cost-effective solution for training multiple individuals within a team or across an organisation and allow any member within your organisation to book a training course anytime over a 12 month period.

Multiple users can make dramatic savings, booking 10 to 30 day training blocks from the Academy Class schedule. It’s up to you how many Academy Class Vouchers you purchase.

All you need to remember is that, the more you buy, the more you save.