Digital Marketing Programme

Digital Marketing Programme 


Understanding how to market your business online is becoming vitally important for every business owner.  Lots of people attend an individual course on SEO or Facebook but then struggle to see how it all fits together.  Therefore, we run this very popular course which is designed to give you a comprehensive overview of digital marketing – it explains the major strands in detail and explains how they all fit together.

This course covers two big topics – website marketing and social media marketing. 

In the first half of the course we focus on website marketing and look at SEO, content and video marketing, how to plan and brief a website and how to increase web enquiries and sales. 

In the second half of the course we focus on social media marketing including Facebook Marketing/advertising;  Twitter marketing;  Instagram marketing;  LinkedIn marketing;  Email marketing and how to pull it all together in a digital marketing plan. 

This course will provide you with an action plan for your digital marketing.  It will explain how all the key aspects of website marketing and social media marketing fit together and how you can use digital marketing to increase your sales. 

Who is this suitable for?

This is suitable for:

  • Someone thinking of setting up a new business or creating a new website.
  • Owners of established businesses who want to understand how to grow their online presence and sales.
  • Those involved in marketing a business and who want to improve their digital marketing skills.

The course is pitched at intermediate level.  Participants need to be comfortable using a computer and browsing the web.


What do you need to bring?

This is very much a “hands-on” course with lots of practical work being done during the sessions.  You will need to bring a laptop.  A tablet will not be suitable for some exercises.

 Topic 1:  Search Engine Optimisation (SEO)

  • How search engines work – what you need to know.
  • How Google chooses which sites appear on page 1 and how that impacts what you need to do.
  • What needs to be done on your website.
  • What needs to be done outside of your website.
  • How to appear high up in foreign search engines if you are targeting abroad.
  • How to target local searchers.
  • SEO pitfalls to avoid. 

Topic 2:  Content and video marketing 

Content Marketing

  • Why you should produce content that people will find useful when marketing your business – it will pull in more website visitors and will truly differentiate you from your competitors which will result in more sales.
  • How to produce content such as blog posts, ebooks and videos. 

Video Marketing

  • Why video is a proven internet marketing tool
  • Types of marketing videos –options to consider
  • How to shoot a video
  • Video production tips
  • What additional equipment do you need in order to use your smartphone for shooting marketing videos?
  • How to shoot a video using a smartphone or video camera.
  • Demonstration of how to edit a marketing video
  • How to market your video using YouTube
  • How to create and brand a channel
  • How to upload your video
  • How to get the embed code for your video
  • How to get your video seen.
  • How to get free stock music for your video on YouTube.

Topic 3:  How to plan and brief a website/How to increase web enquiries and sales

How to plan and brief a website

  • How to choose and register a domain name.
  • How to choose a hosting provider.
  • What type of website best suits your goals.
  • How much should you pay for a new website.
  • What are the main options for creating low cost but high quality websites.
  • How search engines work and why you need to think about it when planning your site.
  • What stimulates visitors to enquire or purchase and why you need to think about it now.
  • How to brief a web designer.
  • What elements should you definitely have in your new website e.g. analytics, social media, call to action buttons.
  • How will you monitor your new website.

How to increase web enquiries and sales

  • Doubling your website conversion rate (the number of enquiries/sales as a % of visitors) can be the equivalent of doubling your traffic.  In this class you will learn:
  • How to calculate your conversion rate.
  • How you can identify which areas of your site need to be improved using tools such as:
  • Google analytics.
  • Videos of your actual website visitors.
  • Visitor surveys.
  • Usability testing.
  • How to increase enquiries and sales by focusing on your content, messaging, offers etc.
  • How to increase enquiries and sales by focusing on design, call to actions etc.

Topic 4:  Facebook Marketing

  • What kind of marketing channel is Facebook?
  • Branding your page.
  • Review your page settings.
  • Develop a posting plan.
  • Posting tips.
  • Engage with your followers.
  • Facebook advertising
  • How to design your ads.
  • How to target your ads.
  • Overview of basic and advanced ways to advertise on Facebook.
  • How to promote your posts & drive traffic to your site

Topic 5:  Twitter and Instagram Marketing

Twitter Marketing

  • How Twitter works – the basics we need to understand.
  • How to set up your Twitter page – the major pitfalls to avoid.
  • How to tweet, retweet and reply
  • How to grow lists to use in marketing
  • How to grow your followers.
  • Where’s the beef?  How do you sell products?

Instagram marketing

  • What is Instagram?
  • Signing up for an account
  • Taking a photo
  • Adding captions and locations
  • How to use Instagram as a marketing tool.

Topic 6:  LinkedIn Marketing, Email Marketing and pulling it all together

LinkedIn Marketing

  • Review the key areas of LinkedIn.
  • What LinkedIn is.... and what it isn’t.
  • A marketing framework for LinkedIn.
  • Optimising your personal and company brand – how to set up your profile correctly.
  • How to increase awareness of your brand and website traffic.
  • How to generate leads
  • Real world networking principles.
  • LinkedIn groups.
  • Direct ads.

Email Marketing

  • Email marketing overview.
  • Pitfalls to avoid.
  • How to build lists.
  • How to use Mailchimp to send out up to 2,000 free emails per month.

How it all fits together

  • Review of the all of the topics and an explanation of how to pull it all together in a digital marketing plan.
  • Step-by-step digital marketing checklist which summarises the entire programme.