Course details7 modulesExpand all

Module 1 – Comprehensive Digital Marketing Workshop

This workshop will focus on how to implement a successful online marketing strategy,
by learning about every important marketing channel. Understand the advantages of
each channel, and how you can use them to achieve your marketing and business
goals.
What will be covered?

 Push Marketing: Display- GDN (Google Display Network), Facebook, LinkedIn

Ads
 Pull Marketing: SEM- PPC, Google Ads, setting up your first campaign, Adgroups
and Keywords
 Long term marketing: SEO (Technical & Content), Organic Social Media
(Automation, Growth Hacking & Content)
 Customer Retention: CRM, Newsletter, Segmentation and Automation. Drip
campaigns and Chat bots
 Optimizing the funnel: Making smart changes to your site. How to setup
Retargeting (Facebook and Google)
 Analytics: Using Google Analytics and Google Tag Manager to create
dashboards and track goals

Module 2 – Mastering Google Analytics Workshop

Learn to Master Google Analytics: Track the important KPI’s needed for your business,
tell stories with your data, Import Advanced Metrics & Dimensions, Customize Your
Reports & Dashboards with the exact data you need, Automate key processes, and get
Google certified.
What will be covered?

 Basic tracking and Analytics concepts (source/medium, grouping data)

 Tracking all channels (by UTM tagging url’s)
 Demographic and User Data
 To define Events, Goals and Ecommerce Transactions
 To setup Conversion Funnels (with and without Enhanced Ecommerce Enabled)
 Create Custom Segments, Reports and Dashboards
 Intelligence Events & Custom Alerts
 To tell a story with your data, by asking the right questions
  Integration With Adwords, and other Social Media channels
 Dimension Widening and Importing Cost Data
 Integration with Google Webmaster Tools, and Google Tag Manager
 Autoevent tracking with Google Tag Manager
 Cross Device Tracking
 Automation with Google API and Excel
 Get Google certified!

Module 3 – Display Push Marketing Workshop

Learn about Display Marketing, and how to reach a wide audience interested in your
product. In this workshop, we will cover the basics of online display advertising,
including Display ads, GDN (the Google Display network), Facebook Ads, Placements,
Affiliates, and Retargeting (on Google, Facebook and using 3rd party tools like AdRoll).
What will be covered?

 The Basics of Display Marketing

 Differences between CPC, CPM, CPA and CPV
 Ad networks and individual sites
 The 3 main ways to target on GDN (contextual, placements and demographics)
 Setting up your first display campaign
 Basics of placements, and affiliates
 Advertising on Youtube
 Basics of Facebook marketing
 Facebook, Instagram, Snapchat, LinkedIn and Twitter ads
 Levers used for higher reach and lower costs on Facebook
 Differences between Retargeting and Remarketing
 How to setup a remarketing campaign
 How to build a remarketing list on Google and Facebook
 Similar Lists on Facebook
 RLSA (Remarketing Lists Search Ads) on Google
 Setting up remarketing on Google Analytics

Module 4 – Advertising with Google Ads Workshop

Learn to fully utilize Google’s advertising platform AdWords to grow your business,
benefit the organization & clients you serve, and advance in your career.
What will be covered?

 The basics of SEM (Search Engine Marketing) and Pull Marketing

  Understanding pay-per-click advertising
 Understanding Adwords account structure & Adtypes
 Keyword Research
 Keyword match types
 Using negative keywords
 Keyword Planner Tool
 Budget Estimations
 Creating a new campaign, Setting up a new campaign
 Budget strategy
 Creating effective adgroups
 Keyword, ad text strategy, Bid strategy
 Understanding the AdWords auction
 Understanding  and improving quality score
 Performance & Defining conversions
 Testing Ads and CPC optimization
 Tracking and Reporting

Module 5 – Search Engine Optimisation (SEO) Workshop

If you’ve ever wondered how to get your website on the front page of search engines,
the answer you’ve been looking for is SEO. In this course, you will gain a better
understanding of how search engines work and how to use them to your advantage.
You can increase your business’ revenue and gain a very in-demand skill to help you
advance in your career.
What will be covered?
SEO Introduction & Evolutions

 How Google updates Panda & Penguin changed the SEO industry
 What is Mobilegeddon update & how to optimize your website for mobile
 How security update impacted the rankings & when is the best time to migrate to
HTTPS
 Why Local SEO is not traditional SEO & how to optimize your website for local
search

TECHNICAL SEO

 How to run an SEO technical audit on your website & identify quick win actions?
How to optimize your website structure : Internal linking, menus, footers, page
depth, the site-map and other technical criteria, such as the page speed
  How to fight against internal duplicate content generated by CMS or wrong
technical setup
 Tool reviews : Google Search Console, Screaming Frog,

CONTENT OPTIMISATION

 How to identify relevant keywords for your business & evaluate the competition
on these key phrases
 How to structure the site so that each page covers just one thematic
 How to localize your content to be visible internationally
 Tool reviews : Google Trends, Keyword Adplanner, Copyscape

LINK BUILDING

 How to measure your link profile & evaluate your potential in a competitive
market
 What are the best practices for getting natural backlinks
 How Social Media can help you during your link building strategy
 Tool reviews : Ahref, Majestic SEO, Link Research tool, Buzzsumo,

KEY PERFORMANCE INDICATORS

 Is keyword ranking the only relevant KPI for your SEO activity
 What are the main KPIs to evaluate your SEO strategy
 Tool reviews : AWR, Search Metrics, Google Analytics, Google Search console

Module 6 – Crafting A Social Media Strategy Workshop

Without an engine, cars don’t operate and without a hand-crafted unique content
strategy you won’t stand out! In a digital age full of brands competing for the attention of
consumers, you need to distinguish yourself by crafting a content strategy that focuses
on consumers while achieving your business objectives. In this class you’ll be able to
hand-craft an engine with horsepower that’ll shift your social media presence from zero
to hero!
What will be covered?

 Why Content Strategy

 Roles of Social Media Platforms
 Facebook/Twitter/Instagram Strategy
 Tone of Voice
  Posting Frequency
 Posting Times
 Scheduling & Automation
 Content Pillars
 Creatives Vs. Copy
 Brand Advocacy & Community Engagement
 Influencer Marketing
 Important Key Performance Indicators’
 Performance Review & Assessing Success
 Live and Real time content
 Influencer marketing

Module 7– Email Marketing & Customer Retention Workshop

This workshop will cover the basics of how to setup email campaigns, how to code in
basic HTML, how to design off of responsive professional looking templates, and how to
track and setup automated campaigns (using drip campaigns and workflows), with the
end goal of having a rock solid digital customer retention strategy in place.
What will be covered?

 List Building
 Use cases of successful list building campaigns
 Comparison of Popular Tools
 Types of email campaigns
 Marketing, Transactional, Welcome and Automated Emails.
 Setting up Automated emails and Drip Campaigns
 Retention tactics
 Content email strategies
 Basics of HTML coding for newsletters (practical coding session)
 Tools to test Subject Line and Click Rate
 Analytics (Google Analytics, Measuring Open Rate, CTR, Events & Goals)
 Drip campaigns, automation and triggers
 Working with Chatbots (using Many Chat) and Facebook Messenger Lists