What will we cover?
The course looks at many kinds of digital promotion, so it starts by mapping out the terrain.
It then emphasises 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.
Promotion is essential, so we take a good look at online advertising, the options available, and the different ways to pay for it. We discover one golden rule nonetheless – Cost per Acquisition (CPA) > Lifetime Value (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 then 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 is 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 then turn to consider 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.
The course also investigates link management and explores why it is important for analytics, branding, and targeting. This broadens into a discussion of domain strategy and how to strike an appropriate balance between costs and benefits.
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.
You can join our trainers, Justin and Francesca, every Tuesday from 0900-1000 for a ‘radio phone-in’. They’ll be happy to answer your questions about business, as well as offer hints and tips from their experience working with hundreds of SMEs. It’s a great way to start your day!