Course Description
Overview
Consumer habits and behaviors have changed, and your digital marketing strategy may be out of date. To effectively target prospective and current customers, you’ll need to consider the digital marketing experience consumers have with your brand — and if it’s working.
Connecting with buyers through email, paid search and display advertising can seem overwhelming. By learning the basics of each tool, you can target and get the attention of consumers that gets your organization noticed. In addition to paid options, you’ll learn ways to organically reach buyers through social media marketing and how to generate leads through search engine optimization and content marketing.
Enroll today in this comprehensive 2-day virtual workshop and increase your organization’s visibility in today's extremely competitive landscape.
Agenda
WORKSHOP AGENDA
Program time: 3 hours each day (6 hours total)
DAY 1
Session 1: Connecting with Consumers Through Email
Identify types of marketing emails and choose what’s right for your campaign
Grab and keep your audience’s attention with powerful subject lines and copy
Avoid common email mistakes other marketers are making
Incorporate the best practices of today’s modern email marketers
Session 2: Generating Leads Through Paid Search Advertising
Learn what paid search advertising is and how to target your audience
Define your customers ? demographics, interests and products/services they want
Identify the key words and phrases your audience is searching
Make your selections ? campaign type, conversion goal, ad type
Set up your paid search campaign
Session 3: Display Advertising Basics
Understand what display advertising is ? how and why it works
Compare different types of display ads and choose what works best for your organization
Apply creative strategies to get your ads noticed
Set up your display ad campaign
DAY 2
Session 1: Marketing on Social Media
Define how you will use social media marketing
Audit your audience’s use of social media and your organization’s social media presence
Choose the best social media marketing channels for your organization
Identify top social media sites for digital marketers and tips for each channel
Discuss common social media marketing mistakes and how to avoid them
Session 2: Search Engine Optimization (SEO) Basics
Discuss what SEO is and why it’s important
Describe how to use SEO to generate leads and convert them to sales
Optimize search results for your organization
Write a meta description tag for your company’s website
Session 3: Promoting Your Business With Content
Explain content marketing ? what it is and how it works
Describe the goals of content marketing
Develop a strong brand persona that consumers connect with
Create engaging content that compels consumers to buy and/or share