This training session provides small business owners, entrepreneurs, and their employees who are tasked with designing and implementing an online marketing strategy for their company with a solid understanding of how to build a successful digital marketing strategy. Content marketing is an integral element of this. Content marketing is an essential skill for growing revenues and maintaining customer engagement in today’s marketplace. With an ever-increasing volume of content flooding blogs and e-mail inboxes, it is no longer enough to just pump out content. To develop a digital marketing strategy that will be effective in achieving business goals, the content must be of high quality, target the right customers, and fit within the overall marketing strategy. By the end of the course, participants will have a comprehensive digital marketing road map for navigating the confusing mase of online marketing options that are presented to them and choosing options to maximize the return on the time and money they invest in this critical business building area. They will also build the skills they need to consistently create high quality, relevant content that attracts their target market and grows revenues.

Instructional Objectives:

This training program provides participants with a thorough understanding of digital marketing and the ability to apply their skills and knowledge to grow business revenues. The following topics will be covered:

  • Brand Building: The components of a cohesive brand;
  • Industry Competitive Analysis: An overview of the tools and techniques used to glean industry insight and real-time competitive advantage. Learn impossible to find’ metrics including your competitor’s online advertising budget, ad samples, their social sentiment and their traffic figures. Used as your baseline, you will then be able to strategically expand your online presence with a minimum of expense or time lost;
  • SEO: Learn how rank is determined, what rank indicators matter most, what’s most often missed and what strategies are evergreen. Learn how to find keyword opportunities and fine tune your ad and site copy to your targets. Overview of Landing pages, Microsites and Blogs and how, when they are best used for brand and SEO building;
  • Analytics: learn the fundamentals of Google Analytics to best evaluate your online marketing direction;
  • CRO: Conversion Rate Optimization — Transform your website into a conversion powerhouse. Optimize your sales funnel and learn how to improve conversions with easy to implement multivariate split testing and tracking to understand which parts of a marketing campaign are under performing;
  • Behavioral psychology and online marketing: learn how to better frame client’s expectations for better perceived service, reduced support issues, higher satisfaction and increased referrals. How to implement ethical marketing strategies that are tremendously persuasive. Learn the copy, design and psychological triggers, that (when used ethically within the context of your brand) best convert and up-sell most effectively;
  • SEM: Plugging the bucket — Learn how to use retargeting & remarketing to establish authority and convert more undecided prospects into committed customers;
  • SMM: Social Media Marketing —optimize SMM strategy by pinpointing your target market demographic and leveraging automation tools and tactics to maximize conversion while minimizing time invested;
  • What is content marketing;
  • The difference between good and bad content marketing (high-value education-based vs. low-value spam);
  • What it takes for content marketing to be effective in growing your business;
  • How to optimize your social media marketing: pinpointing your target market demographic, leveraging automation tools, and maximizing conversion while minimizing time invested;
  • The qualities of effective newsletters and blogs;
  • Templates for effective newsletters;
  • Three effective blog-writing formulas and when to use them;
  • Newsletters vs. blogs – which to use when;
  • Planning your content: creating editorial calendars for newsletters and/or blogs;
  • How long it takes to write good content and how to fit it into your schedule; and
  • How to decide if and when you should consider outsourcing your digital marketing.
  • 36-session program adds an intensive focus on developing core evergreen content to support SEO and lead generation.
  • 48-session program adds an intensive focus on understanding lead generation tools and different content types
  • All programs have requirements for the completion of assignments to apply learning in the business. These assignments will be reviewed by the instructor to ensure that participant(s) demonstrate(s) an understanding of the concepts taught in the course.

 

Measurable Learning Outcomes:

By the end of the course participants will be able to:                                                                       

  • Link their digital marketing efforts to their brand strategy;
  • Measure the results of their online marketing efforts (and fine-tune them over time); and
  • Increase the volume and quality of leads generated through their online marketing efforts.
  • Optimize their social media marketing to maximize conversion while minimizing time invested.
  • Write effective blogs targeting their ideal customers;
  • Effectively write and send out newsletters on a regular basis;
  • Write effective e-mails to notify their clients of special promotions and events, or to entice their participation in referral programs or other marketing campaigns;
  • Create a one-year editorial calendar for their blogs;
  • Create a one-year editorial calendar for their newsletters; and
  • Schedule writing time into their regular routine to ensure they meet editorial deadlines.

This program builds competencies in the following areas:

Duration: 24 Hours, 36 Hours, 48 Hours

Format: Entrepreneur Training