Online Positioning

In this first workshop we will analyze the core values of a brand to have a clear idea how to position it and attract the right audience. We will do a competitor analysis to know what the online opportunities are.

Learning outcomes

• Design the value proposition canvas of your brand
• Create a competitor matrix to identify your opportunities

Customer Profiles and Customer Journey

With a clear idea of your desired online positioning, now is the time to target your audience.
Building a website, creating an app, launching a new web shop; it all starts with a deep understanding of online consumer behaviour and the customer journey.

Learning outcomes

• Create your online user personas
• Sketch your current customer journey and identify its strengths and weaknesses

Content Writing for Online media

Now that you have identified your strengths and your target audience, you are ready to reach out to them.
However all the tools we will be covering later (SEO, SEM, Social Media, Emailing) are worthless without an engaging content. In this workshop we will see what makes text and images engaging

Learning outcomes

• Write an engaging blog article
• Create social media content specific to each platform

Content Strategy for Social media

Having a Social Media presence is a requisite for any brand which needs to sell online. Be it to build brand awareness or reputation, companies need to be social. In this lecture you will learn to identify which online media channels you need to target and how to plan your content ahead in order to be relevant and create engagement.

Learning outcomes

• Create a content calendar for Social Media
• Create a paid campaign and set the right audience

Growing organically with SEO

SEO is the cornerstone of a Digital Marketing plan, having an online presence is worthless if prospective clients can’t find you. You will understand how search engine works and the difference between organic and paid results. You will learn to choose your keywords to set realistic SEO goals, make your webpage search friendly, make other websites improve your ranking as well as set up Google Search Engine.

Learning outcomes

• Plan your website’s keywords for SEO
• Optimize a web page for SEO
• Use monitoring tools

SEM, Affiliate & Display Marketing

How can you drive online sales in a competitive market while you are building your online reputation? Paid Online marketing allows you to advertise your website and products directly on search engines and other websites. You will learn how to use the best keywords and bid for them as well as running the best campaigns to improve your CTR and goal conversions.

Learning outcomes

• Plan your keywords for SEM
• Create an engaging campaign
• Learn to create a campaign’s landing page

Analytics: Turning Data into actions

Compared to traditional marketing, digital marketing allows every business to get real-time data of their customer’s journey. From heat maps to Google Analytics or Facebook pixels, many tools allow online marketers to constantly improve their strategy. But what data is really relevant, and what does it tell you about your content? You will learn to turn raw data into insights so that you can measure your success and take appropriate actions.

Learning outcomes

• Set up useful Analytics reports
• Use Google Analytics data and give your recommendations on what needs to be done

E-mail marketing and Customer Data

Customer data can be a great asset for loyalty purposes and profit maximization. But how can you create a database of prospects? E-mail marketing is a powerful tool to create loyalty programs by sending tailored promotions. You will be able to embrace the best practice of e-mail marketing, from engaging subject lines to A/B testing.

Learning outcomes

• Create an emailing data strategy
• Create an engaging Mailchimp campaign

Automated Marketing

Nowadays companies have an increase use of Artificial Intelligence to facilitate their interactions with customers. The key to using AI efficiently is to analyse the behaviour of the users. Once you have a deep understanding of your user’s expectations, you will manage to create a chat bot that will drastically help your online marketing strategy through the use of data.

Learning outcomes

• Create a Facebook Chatbot
• Understand the use of Tags to send targetted messages

Digital Marketing strategy and roadmap

Now that you have covered all aspects of the online digital marketing mix, it is time to plan how and when you will implement your strategy. This will allow you to prioritize your tasks and allocate the right budget.

Learning outcomes

• Prepare your yearly digital roadmap