THE END-GAME AND THE HOLY GRAIL OF DIGITAL MARKETING
Well this is it – this is what it’s all been about. From those first courses that taught you about the office products industry, just what e-commerce is and the business projection modeling tool. First we taught you there is a future in the office products and supplies industry. Then we taught you how to create a realistic financial and strategic plan – identifying the value of the digital marketing elements and an engaged social audience. This is what drove you to complete the education journey and motivated you to invest to develop the skills and knowledge to transform your business.
We’re not going to disappoint you with the final course in this track. Our experience and know-how that has enabled the best partners and software solutions to be identified for you to utilize for building your digital marketing strategy is of immense value – in terms of money and time.
Our knowledge base on additional content, education and training will ensure you stay at the forefront of this critical but dynamic field. Remember – you will never stop learning.
The field changes rapidly – our job is to get you to the front of the field and then keep you there!
- Before starting this course you must complete the required prerequisite course: 7. Audience Building & Engagement
Digitol Training – Paid
Scope of course
The objective of this course is to teach our students what digital marketing is and how it fits within the other elements of the course track.
Yes – your website is your content as well. Appealing simple design (less is more), high quality content, easy-to-navigate and easy to buy from.
Digital marketing is content marketing. Unique, useful, interesting content is the foundation of digital marketing.
The internet is vast, content is exploding. Publishers no longer compete for space they compete for attention.
The role of social media
Remember that relevant and engaged audience we covered in the Audience Building & Engagement course – this is the target for the content to be published.
The role of email
Often thought to be for old-timers – nothing could be further from the truth. Your email contact database is your crown jewel. Nurture, utilize and expand.
Calls to Action
Nothing should be published without at least one call-to-action. We’ll teach you what they are and how they must be utilized.
The role of conventional selling
The business transformation strategy won’t work without a personal presence in your local market. We’ll teach the role of conventional selling complemented by digital marketing.
What and when to publish to who
We’ll teach you about your buyers “journey” – depending on where your leads are on that journey will determine what and when you publish content to them.
The role of information technology integration
Now the role of the technology platform is going to become crystal clear. Without integration you cannot effectively utilize the “big-data” to build your business.
Customer Relationship Management
Your primary business intelligence platform and user interface. Every system must be integrated with CRM for efficiency and value-add. Learn about the free HubSpot platform.
Your product catalog and shopping cart
Again integration and automation. Learn about the Power Ecommerce solution and optimized purchasing and supply chain efficiency.
The Digital Marketing platform
Learn about the HubSpot digital marketing platform, the scope of the setup and the levels of automation.
The back-office accounting system
We understand you probably don’t want to have to get out of your accounting system. We will teach you best options and what must be integrated with your online store and your CRM.
What and when to publish
The art of publishing, when, how often and the mix between direct sales pitches, unique and useful content and curated content. Get the mix and pitch wrong and watch your churn on email increase and low engagement rates on social media.
Key Performance Indicators
What to expect
Engagement is not immediate – we will teach you what it’s reasonable to expect in terms of engagement and website traffic.
We’ll teach you what to expect, industry benchmarks for opens and clicks. Automation – i.e. next step after a click.
Social shares and engagement
Tweets, retweets, favorites, mentions, impressions – the list goes on. Facebook shares, likes, follows – again the list goes on. What to expect and what it means.
Digital lead generation and conversion
This critical KPI must be constantly monitored and measured. It’s hard work to generate and maintain web traffic. What to do if your web traffic develops but your conversion rates are poor.
Social audience development
We covered social audience building and engagement in our “Audience Building & Engagement” course but we’ll teach you the importance of monitoring audience development Vs. plan.
Building authority, trust and confidence
We’ll teach you the importance of monitoring your social index via the leading services including Klout and LinkedIn.
Sales calls and conventional lead generation
This old school tactic must not be abandoned. This is your differentiator from the behemoth companies. They can’t have coffee or breakfast with their customers. Set targets and monitor.
Digital marketing and the Return on Investment
Unlike analog marketing where an accurate ROI cannot be calculated, digital marketing can be fully accounted for and an accurate ROI determined.
We’ll summarize and highlight the major components and the priorities for a successful digital marketing strategy.