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Lydian Stone
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DIGITAL MARKETING FOUNDATION

May 24th - June 2nd
Join now Request syllabus


ABOUT THIS COURSE



This four-part, live, and trainer-led online Digital Marketing Intensive course
is ideal for marketeers seeking an introduction into the world of digital
marketing campaigns. Quick and easy-to-follow, this course will give you all the
essential skills you need to successfully drive your online marketing
initiatives and update your marketing know-how.



 * Foundation
 * 10h
 * 4 classes
 * 10 credits

 * Live, trainer-led class
 * Interactive group exercises
 * One-to-one mentorship
 * Unlimited access

LEARNING OUTPUTS

 * DEVELOP AN UNBEATABLE DIGITAL STRATEGY
   
   Well-established tactical frameworks

 * CREATE GOOGLE ADS AND SOCIAL MEDIA CAMPAIGNS
   
   Achieve outstanding marketing and advertising results

 * USE CONTENT RATE OPTIMIZATION TECHNIQUES
   
   Ensure your content drives conversions


COURSE OVERVIEW & CLASSES

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COURSE OVERVIEW

Delivered online through a series of four classes, this comprehensive web-based
course enables you to take control of your digital marketing campaigns, even if
you’re relatively new to the field. Learn how to benefit from traditional email
marketing techniques, use SEO to boost your brand’s position in organic search
results and harness social media to reinforce your campaign.

This course will teach you everything you need to know about optimizing your
conversion rate and how to maximize your ad spend with Google Ads. By the end of
the course you will know how to manage your online campaigns and, crucially, how
to measure their effectiveness in Google Analytics. If you’re looking for a
complete 101 course to digital marketing, this is it.



 * CLASS 1: DIGITAL & CONTENT STRATEGY
   
   DIGITAL MARKETING STRATEGY
   
    * Business opportunity: Understanding the business opportunities presented
      by digital marketing
    * Strategy framework: Clear framework for developing a coherent plan for
      your digital marketing
    * Goal setting: How to set clear objectives for your digital marketing
   
   CONTENT STRATEGY
   
    * Content: The role of content in a successful digital marketing strategy
    * Role of messaging: Understanding the role of messaging in ensuring content
      delivers desired results
    * Storytelling: How to develop narratives and story arcs to trigger higher
      audience attention & recall
    * Relevancy: How to ensure your content personally strikes a chord with your
      audience
    * Maximize shareability: How to focus your efforts on content your audience
      will want to share
    * The sales funnel: Understanding the role of content to help prospects move
      down the ‘sales funnel’
   
   

 * CLASS 2: SOCIAL MEDIA STRATEGY & EMAIL MARKETING FUNDAMENTALS
   
   SOCIAL MEDIA STRATEGY
   
    * Planning: Developing a successful social strategy for your brand or client
    * Platform strategy: How to focus your time across social platforms that
      best fit your business objectives
    * Listening: How to best monitor conversations online and preempt breaking
      crises
    * Community engagement: How to best engage with your community and manage
      negative comments
    * Community growth: Proven techniques for organically growing a targeted
      community across your platforms
    * Paid boost: Maximize use of paid advertising options to boost your
      community growth
   
   EMAIL MARKETING
   
    * Business opportunity: Understanding the business opportunities presented
      by email marketing
    * Tactical breakdown: Full checklist of different business outputs that can
      be delivered with email
    * Email marketing strategy: Developing an email marketing strategy that
      resonates with your subscribers
    * Permission marketing: Understanding the dynamics of opt-in marketing
    * Customer acquisition: Checklist of different acquisition methods
      available, across multiple channels
    * Email design: Best-practice guidance on email design and development
    * Copywriting checklist: Checklist to up your copywriting game
   
   

 * CLASS 3: GOOGLE SEARCH & ADVERTISING ESSENTIALS
   
   SEARCH ENGINE OPTIMIZATION (SEO)
   
    * Google algorithm update: The latest Google algorithm updates and how to
      plan around them
    * SEO 101: Checklist of factors affecting search engine ranking
    * Link building: Detailed briefing on the science behind link building and
      SEO
    * Keyword research: Best-practice keyword research & planning advice
    * SEO strategy: Full overview of different structured approaches and their
      applications
   
   GOOGLE ADS
   
    * Up-to-date insight: Full review of Google Ads products and developments
    * Campaign setup: Ads campaign structure best practice for top performance
    * Search & display network: A decision-making framework for choosing between
      the search & display network
    * Budget allocation: Best-practice guidance on setting campaign budgets
    * Keyword bidding strategy: How to set keywords bids to best meet your
      campaign objectives
    * Google Quality Score: Clear checklist for improving your Quality Score
    * Ad copy best practice: Clear outline of best practice methodology to
      increase ad click-through rates
   
   

 * CLASS 4: DIGITAL MARKETING PERFORMANCE ANALYTICS
   
   CONVERSION RATE OPTIMIZATION
   
    * ROI gain: Understanding the business opportunities presented by CRO
    * Value proposition optimization: How to improve your value proposition and
      increase conversion
    * Conversion audit: How to audit your website conversions
    * A/B testing: Full guidance on how to set-up an A/B testing program
   
   GOOGLE ANALYTICS
   
    * Configuration: Clear checklist to follow to best configure your account
      and profiles
    * Metrics: Clear guidance on the top metrics to use to track results
    * Goal setting: Best-practice guidance on goal setting to fit with your
      commercial objectives
    * Conversion funnel visualization: How to uncover where visitors leave your
      funnel
    * Multi-channel funnels: How to allocate conversions when multiple marketing
      channels are involved
    * Attribution modelling: Best-practice guidance on how to attribute results
      to respective channels
   
   




CLASS SCHEDULE AND TIMES

Times are shown in Change UK/GMT USA/Eastern USA/Central USA/Mountain
USA/Pacific

 * Monday
 * Tuesday
 * Wednesday
   
   Class 1: Digital & Content Strategy
   
   11:00 - 13:30

 * Thursday
 * Friday
   
   Class 2: Social Media Strategy & Email Marketing Fundamentals
   
   11:00 - 13:30

 * Monday
 * Tuesday
 * Wednesday
   
   Class 3: Google Search & Advertising Essentials
   
   11:00 - 13:30

 * Thursday
 * Friday
   
   Class 4: Digital Marketing Performance Analytics
   
   11:00 - 13:30




COURSE TRAINERS


CLASS TRAINERS

Learn from our skilled trainers, with hands-on experience from the front-line.

 * RUPERT HUGHES
   
   Read bio
   
   RUPERT HUGHES
   
   Rupert is the managing consultant of his own digital marketing business. A
   keen focus on the customer experience, he has built up a wide range of
   experience in User Experience and Information Architecture, SEO, web
   analytics and email marketing.
   


ALL DATES

DIGITAL MARKETING FOUNDATION

MAY 2023

 * May 24th 2023 - June 2nd 2023

JULY 2023

 * July 5th 2023 - July 14th 2023

AUGUST 2023

 * August 16th 2023 - August 25th 2023




GET THE FULL COURSE SYLLABUS

Download Now


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