Online marketing

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