Digital strategy. Planning for success in the digital age.

Are you keen to improve digital marketing strategy for your small to medium enterprise?

Reaching your customers has never been easier, with a host of ways to connect with them on digital devices and screens, but the amount of choice and possibility can be overwhelming.

This course is designed to help SME’s find the most effective, cost efficient and actionable ways to use digital marketing to reach your customers, grow your businesses and track results. You will learn how to find your customers through digital marketing, select your most successful channels, set a budget and track performance across social media, SEO, Google, the web and email strategies.

Aims

This course will teach you how to understand your customer better and what types of digital marketing they are likely to interact with. Using these insights, you will build a strategy that will allow you to attract, convince and retain them as customers.

Outcomes

By the end of this course, you should be able to:

• identify your ideal customer’s digital habits and where to reach them
• select the right digital marketing channel mix across social media, Google and web/email to connect with your customers
• create a digital marketing strategy and calendar
• set your budget and track your return of investment using tools like Google analytics
• optimise your campaigns to deliver stronger results.

Content

The digital landscape in 2021

• How consumers interact with digital marketing platforms
• The opportunities and audiences on different digital marketing channels
• Customer digital profiles

Using digital marketing to attract new customers

• Where and how to find new customers online
• How to use content and ads to attract new customers

Engage and convert

• How to engage customers further using your website, email marketing or social media
• Simple digital marketing funnels to help move customers closer to buying decisions
• Tactics that help customers to convert

Tracking and ROI

• Using tracking tools like Google Analytics to measure your digital marketing
• Setting goals, KPI’s and a budget for your digital marketing activities

Planning

• How to create a digital marketing strategy
• Taking the plan to action and creating a digital marketing calendar

Intended audience

Suitable for business owners, managers and marketing professionals of small and medium businesses keen to get more out of their online marketing. It’s aimed at those relatively new to digital marketing or who are looking for a practical framework around which to improve current marketing results or to better understand and review the work of a third-party agency.

Prerequisites

None, as this is an introductory course.

Delivery modes

• Face-to-face, presenter-taught workshop using your own device
• Online workshop via the platform Zoom

Delivery style

Delivered as a practical presentation and workshop, supported by recent case studies and live examples.

Face-to-face classes

You are required to bring your own device. You should ensure your device is fully charged as access to power is limited. Please note that University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You will need your own device.

Materials

A copy of the course notes and a marketing calendar template is distributed electronically.