Digital Marketing Management

Course Outline

• Web CopyWriting 2016
  • Intro
  • Understand the different online platforms to write on
  • Learn Where CopyWriting Sits on Your Marketing Plan
  • Best Practices
  • Create Killing Headlines
  • How to Write Links People Want to Click On
  • Examples: Learn From Who Is Already Doing It Right
  • Summary and Resources
  • Avoid This Mistake - Or Get Busted!
• Web Analytics 2016
  • Intro
  • Understand Analytics
  • Learn what is working and what is not working on your site
  • Track the results of your marketing campaign
  • Describe your outcome & meet your goals
  • Examples on using analytics to draw conclusions on incoming traffic
  • Lagging and Leading Indicators: learn what will happen next
  • How Organizations are using analytics to make more money
  • Summary and Resources
• Email Marketing 2016
  • Intro
  • Meet the most powerful digital marketing tool
  • The Best Acquisition Channel System
  • Step One: Clarify Your Email Marketing Goals
  • Step Two: Create Your Email Marketing Machine
  • Step Three: Analyse Your Data
  • Step Four: Create email content that people want to read from you
  • Step Five: Test your emails in different platforms
  • Examples from leading companies
  • Summary and Resources
  • Email Marketing Resources Sept 2016
  • Email A/B Test Made Simple
• Social Media Channels 2016
  • Intro and History
  • How We can Make the Most from Social Media
  • How to Make It Work for You 1
  • How to Make It Work for You 2
  • Social Media Marketing Plan 1
  • Social Media Marketing Plan 2
  • Social Media Marketing Plan 3
  • Learn from Who Applies It
  • Further resources and Summary
• SEO 2016
  • Intro and history
  • What is it
  • The Search SuperPower
  • Strategy and Techniques to Get to The Top 1
  • Strategy and Techniques to Get to The Top 2
  • Strategy and Techniques to Get to The Top 3
  • Who applies it and Summary
• Website UX 2016
  • Intro and history
  • First Steps on Getting the Site Your Customers Want
  • Start Testing Your Current Website
  • Learn How to Build a Better Site 1
  • Learn How to Build a Better Site 2
  • Learn How to Build a Better Site 3
  • Learn How to Build a Better Site 4
  • Examples: Who applies it
  • Further resources and Summary
  • New simple way to boost your subscription rate - Update Sept 2015
• PPC - Pay Per Click 2016
  • Intro and history
  • The Different Pay Per Click Alternatives
  • Why and when do we use it
  • Strategy and Techniques for PPC 1
  • Strategy and Techniques for PPC 2
  • Strategy and Techniques for PPC 3
  • Strategy and Techniques for PPC 4
  • Who applies it
  • Further resources and Summary
• Content Marketing 2016
  • Intro & History
  • Mapping the Customer Research Journey
  • Start Creating a Content Strategy
  • The Million Dollar Question: Why People Should Follow your Content?
  • Tools That Help You Create Content Strategy
  • Design Content to Be Shared
  • Who applies it
  • Further resources and Summary
• Campaign planning 2016
  • Intro history What is it
  • Why Build a Marketing Campaign
  • Structure an Integrated Campaign
  • Campaign Planning - How To 1
  • Campaign Planning - How To 2
  • Campaign Planning - How To 3
  • Campaign Planning - How To 4
  • Campaign Planning - Examples
  • Further resources and Summary
• Bonus Topic: Digital Marketing Research 2016
  • Intro & History
  • The Customer is in Charge: Find How
  • Multi-Device and Multi-Tasking Research
  • Understand Your Customer Buying Process
  • Understand Your Customer Research
  • Other Types of Web Testing
  • Who applies it Further resources Summary
• Web CopyWriting That Works!
  • Intro to Copywriting for the Web
  • Why are you writing
  • How the web affects copywriting
  • What makes good writing
  • How people read online
  • Who are you writing for
  • Getting the words right-Planning
  • Drafting your copy
  • Editing your copy
  • Readability online-Part1
  • Readability online-Part2
  • Making use of headlines
  • Other layout tips
  • Navigability
• Email Marketing
  • Intro to Email marketing
  • Pros and Cons
  • Planning
  • Choosing an Email Service Provider
  • The secret of success
  • Design your process
  • Building the list
  • Relevance
  • Personalisation
  • Improving open rates
  • The From field
  • Timing
  • The creative
  • The offer
  • Copywriting
  • Mobile devices
  • The landing page
  • Improving deliverability
• Social Media for Business Growth
  • Social media - Announcement
  • Introduction to Social media strategy - Part 1
  • Introduction to Social media strategy - Part 2
  • Key messages - Part 1
  • Key messages - Part 2
  • Key messages - Part 3
  • Agree targets objectives and strategy
  • Develop your strategy
  • Evaluate social media tools - Part 1
  • Evaluate social media tools - Part 2
  • Create a cross functional approach - Part 1
  • Create a cross functional approach - Part 2
  • Light touch editorial approach
  • The psychology of sharing
  • Internal policies and terms of use - Part 1
  • Internal policies and terms of use - Part 2
  • Internal policies and terms of use - Part 3
  • Internal policies and terms of use - Part 4
  • Implement social media monitoring - Part 1
  • Implement social media monitoring - Part 2
  • Social media person or team - Part 1
  • Social media person or team - Part 2
  • Social media person or team - Part 3
  • Social media person or team - Part 4
  • Social media person or team - Part 5
  • Conduct appropriate training
  • Define metrics and ROI - Part 1
  • Define metrics and ROI - Part 2
  • Define metrics and ROI - Part 3
  • What WebUX Means for Users
  • Completing the Plan