Course Objectives This programme delivered over 4 workshops will provide you with the skills, tools and knowledge to use social media effectively for a high return on investment. Each  workshop will give you hands-on experience of using a range of free and low-cost digital; tools. At the end of the course you will know how to choose and use the best marketing channel for your business.

Course Outcomes At the end of the programme you will: 1. Have a digital marketing strategy to deliver your business goals and the skills and knowledge to implement it. 2. Know how to choose and use each marketing channel for a low cost and high return. 3. Be able to brief and communicate any web designers. 4. Know how to measure the effectiveness of each channel.

Day 1: Your Digital Marketing Strategy • How Digital Marketing has evolved • Key steps on how to develop a strategy • Why and how to create customer profiles • Defining your USP and how to narrate it • Setting budgets and resources needed • The customer journey

• Free & low-cost social media tools

Day 2 – SEO & Conversion Rate Optimisation (CRO) • Briefing a web developer • Key components of an effective website – design/branding, structure, content & page structure and calls to action. • SEO: the 4 key components of SEO • How to brief a web designer

• Setting targets (KPIs) • Measuring: using Google Analytics to measure your website performance. Setting up Google analytics.

Day 3 – Social Media (Facebook, Instagram, LinkedIn & TikTok)

• How social media is evolving

• Step-by-step process of setting up Instagram, LinkedIn accounts and Facebook business pages

• Social Media user demographics – how useful will each channel will be for your business? • Features and tools – a walk through key features and tools on each channel • Competitions :t Facebook & Instagram promotion guidelines

• Easy to use design tools like Canva.com, Wordswag App, Mo Show App etc. to design impactful images & slideshows • Insights – a walk through each channel’s insights and how to read the reports. Setting targets (KPIs). • #Hashtag Categories - brand, context, reach and location-based.

Day 4: Online Advertising & Strategy Review

• Choosing the most effective advertising channel for your business. • Social Media Advertising: Facebooks Ads manager; Instagram; boosting posts; TikTok & LinkedIn introduction. • Google Ads: 4 most popular advertising options - Search, Shopping, Display/Remarketing & Video • The key steps to developing and measuring your advertising campaign