About this course
Practical training in planning, running and measuring digital marketing campaigns. Delegates cover audience and persona definition, website and landing page basics, search engine optimisation, paid search and social advertising, content planning, email marketing, WhatsApp and mobile channels, budgeting and web analytics. Each delegate drafts a campaign plan for a real product or service.
Why this course
Advertising budgets are shifting to digital channels, but many campaigns are run without clear targets or tracking, so money is spent with little evidence of return. Public entities also need to reach citizens online with service information. Staff who can plan and measure campaigns spend budgets more effectively and can show results to management.
What delegates will be able to do
By the end of the course, delegates will be able to
- Define target audiences and campaign objectives with measurable conversion targets
- Apply on-page search engine optimisation techniques to improve a web page
- Set up and budget a paid social media or search advertising campaign
- Plan a month of content across social media, email and website channels
- Interpret web and campaign analytics to adjust spend and messaging
Who should attend
Marketing officers, communications and public relations staff, brand managers, business owners and sales managers who run or commission digital campaigns. Familiarity with social media is assumed. No prior marketing qualification is needed.
How it is delivered
Hands-on workshops using live advertising and analytics dashboards, critique of real campaigns and group work producing a digital campaign plan for each delegate's organisation. It is available as a public course, in-house at your premises, or as live virtual sessions. Duration and dates are confirmed in your quote, and in-house groups can have the examples and exercises fitted to their organisation.