Digital Marketing & Social Media
Overview
Digital channels are now central to how customers find and choose organisations. This course covers planning a digital marketing strategy, building content, using social media, search and email, running paid campaigns and measuring results with analytics.
Who should attend
Marketing and communication staff, social media and content teams, business owners and managers responsible for online presence.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Build a digital marketing strategy linked to business goals
- Plan content for owned, earned and paid channels
- Use social media platforms effectively
- Apply search optimisation and email marketing basics
- Measure campaigns with analytics and improve them
Course outline
Day 1Digital Strategy
- The digital customer journey
- Owned, earned and paid media
- Setting digital objectives
- Audience personas
- Digital marketing plan structure
- Audit of your current presence
Day 2Content Marketing
- Content strategy
- Formats: text, video and visuals
- Content calendars
- Storytelling for digital
- Website as the hub
- Workshop: plan a content calendar
Day 3Social Media
- Choosing platforms
- Community management
- Social media advertising
- Influencers and partnerships
- Social media policies and risk
- Exercise: build a campaign plan
Day 4Search and Email
- How search engines work
- On-page and technical SEO basics
- Paid search campaigns
- Email marketing and automation
- Landing pages and conversion
- Exercise: optimise a page
Day 5Analytics and Optimisation
- Key digital metrics
- Web analytics essentials
- Attribution
- A/B testing
- Reporting to management
- Digital action plan
