What will we cover?
We look at many kinds of digital promotion, so start by mapping out the terrain.
We then emphasise the importance of setting objectives so you can evaluate the success of
any campaign and determine the return on your investment – because digital promotion
inevitably costs time, even if no money changes hands.
After a thorough look at the options available when setting up a website – covering design,
technology, and hosting – we consider how to best choose an agency.
It’s then time to look at online advertising, the options available, and the different ways to
pay for it. We discover one golden rule nonetheless – CPA > LTV – and explore why. The
discussion also looks at sophisticated targeting methods to maximise the return on your
investment – and whether these come up against data protection rules.
We move on to search engine optimisation and identify the three key elements – content,
technology, and exposure – before taking a ‘deep dive’ into each. We end by looking at the
appropriate division of labour: what to do yourself and what to outsource?
It’s then time for email marketing, with a look at how to build your list and watch for various
warning signs. We consider how to write appealing copy before ending with a look at some
of the advanced tools now available.
We move on next to social media and start by identifying the major networks and what
distinguishes them. It is impossible to maintain a presence on all, so we suggest focusing
posts on a few but keeping up to date profiles on rather more. To do this, we undertake a
‘deep dive’ into Facebook, Twitter, and LinkedIn.
What will I learn?
• how to identify the different kinds of digital promotion
• the best way for your firm to advertise online and how to target your audiences
• the three elements of SEO and where you need help
• building up and retaining a mailing list with appealing newsletters
• the pros and cons of social media and the various networks
• why it pays to manage your links and domains – and how to do so
• whether to invest in third party tools to assist your digital promotion.
Who should attend?
Any entrepreneur, director, or manager who is keen to promote their business online. The course consists of pre-recorded material, which you can work through at your own pace,
followed by a live two hour webinar to apply what you’ve learned to your own business.