Digital marketing – ONLINE

Content of the seminar:

• The role of digital marketing in the overall marketing mix
• Basics of planning and goal setting
• Defining SMART goals
• Most common performance measures and defining metrics
• Onsite marketing
• Search Engine Optimization (SEO)
• Aspects of the Website
• Content Marketing
• Offsite marketing
• Search Engine Marketing (SEM)
• Social Media Marketing (SMM)
• E-mail marketing
• Consumer life cycle models (RACE and See, Think, Do, Care framework)
• Strategy making process
• Situational analysis
• Analysis of consumer behavior
• Benchmarking

Content of the seminar:

• Understanding search engines and how they work
• Setting up an SEO strategy – how to reduce uncertainty?
• Analysis and monitoring of the competition – how to recognize the competitive strategy and use it to your advantage?
• The importance of quality content in website optimization
• Keywords – keyword research and strategy creation
• How to create a scalable SEO content strategy and adapt it to your business situation?
• Search intent – why do people “Google” in the first place and how can you adapt your site to their needs?
• The most common technical problems and how to solve them?
• Online authority and increasing website influence
• Backlinks – the importance of backlinks and related strategy
• SEO strategy as a revenue generator – how to turn organic traffic into acquisitions?
• SEO and goals – how to set quality SEO goals and how to test them?
• Tips and tricks for a well-optimized site

Content of the seminar

• Introduction to Google Ads advertising
• Defining campaign goals
• basic terms
• Overview of campaign types and advertising options
• Search advertising
• Display advertising
• Gmail advertising
• YouTube advertising
• Remarketing advertising
• Creating a Google Ads account
• Manage billing settings
• Connecting Google Ads and Google Analytics accounts
• Exercise: Creating a Search campaign
• Useful links
• Questions and discussion

Content of the seminar:

• Key Google trends and innovations
• Campaign planning – 4 most important elements
• Creating a Display campaign
• Creating a YouTube campaign
• Creating a Remarketing campaign
• Landing page optimization – Google Optimize
• Management tools:
• Managing multiple Google Ads accounts – MCC
• Google Ads Editor
• Exercise: Working on the trainees’ campaigns
• Useful links
• Questions and discussion

Content of the seminar:

• Development of analytical tools
• Terminology of analytical tools
• What the collected data tells us
• Opening a Google Analytics account and setting up a tracking code and new options for setting up an Analytics account
• Review of reports in the Google Analytics account – what can Google Analytics tell us?
• Filtering results within the profile – basic
• Goals function
• Ecommerce reports
• Use of URL builder to mark and identify other campaigns
• Intelligence, Custom reports and Advanced segments

Content of the seminar:

• The importance and necessity of a digital presence in a digital environment
• Website – the center of digital presence
• Social networks as an integral part of marketing and promotional activities
• Legality of communication on social networks
• How to choose the right social network?
• Job of community manager – duties and responsibilities
• The importance of knowing the audience and active communication with it
• Community manager as a moderator in communication between community members
• The importance of education and following all the news in the world of social networks
• Skillful use of words – a story in a short format
• Personalization – a key priority in digital marketing

Content of the seminar:

• Advertising on Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, Viber, WhatsApp
• How to set advertising goals and how to measure them
• Possibilities of targeting target groups on social networks
• What are remarketing and custom audience
• What are the ad formats on social networks?
• How to determine budgets for an advertising campaign
• Going through the Facebook business manager

Content of the seminar:

• Email Marketing and newsletter – definition
• Critical elements for success
• Examples of emails
• How to get subscribers
• Conducting an email campaign
• Email automation
• Best practices
• Legal framework
• Modern tools
• Mailchimp workshop
• a/b testing
• measuring the success of email marketing