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Digital Marketing on a Shoestring Budget
Lesson 1: Introduction
Introduction
Topic 1.1: How to Use This Workshop
Lesson 2: Strategy Basics
Introduction
Topic 2.1: Models and Concepts
Topic 2.2: Products & Markets and SMART Objectives
Topic 2.3: Customer Journey and Personas
Topic 2.4: P.O.E.M. and Reach vs ROI
Summary
Lesson 3: Owned Media
Introduction
Topic 3.1: Introduction to Owned Media
Topic 3.2: Platform Choices
Topic 3.3: Website Development Process
Topic 3.4: Money-Saving Strategies
Summary
Lesson 4: Search Engine Marketing (Google AdWords)
Introduction
Topic 4.1: Introduction to SEM
Topic 4.2: The Keyword Challenge
Topic 4.3: Campaign Structure and Quality Score
Topic 4.4: Marketing Tools to Help
Summary
Lesson 5: Search Engine Optimisation (SEO)
Introduction
Topic 5.1: SEO Basic Benefits
Topic 5.2: Major Levers
Topic 5.3: SEO Challenges
Topic 5.4: Marketing Tools to He
Summary
Lesson 6: Email Marketing
Introduction
Email marketing has moved on from the early days of mass blasts with generic messages and little targeting. Mass broadcasts still occur, but much of email marketing these days is far more sophisticated, timely, and personalised. This lesson will help you to: Understand the benefits of email marketing and where it fits into the marketing mix. How to use email marketing for acquisition, with tips on how to build your own list. The regulations around use of email for marketing and how to avoid breaking the law. How to use email for customer retention and in particular how to automate the process. How to optimise by tackling each stage in the process in turn. Some of the tools you can use to help.
Topic 6.2: Email Marketing for Acquisition
Topic 6.3: Spam Act
Topic 6.4: Retention & Automation
Topic 6.5: Optimising the Process
Topic 6.6: Marketing Tools to Help
Summary
Lesson 7: Content Marketing
Introduction
Topic 7.1: Building a Case for Content Marketing
Topic 7.2: Pushing Content Marketing Programs
Topic 7.3: Recommended Approaches
Topic 7.4: Content Marketing Challenges
Summary
Lesson 8: Social Media
Introduction
Topic 8.1: Social Media on a Budget
Topic 8.2: Facilitating Social Sharing
Topic 8.3: Listening
Topic 8.3: Listening
Topic 8.4: Listening and Engaging
Topic 8.5: Engaging with Social Media Stakeholders
Topic 8.6: Creating and Distributing Social Media Content
Topic 8.7: Creating a Social Media Channel or Community
Topic 8.8: The Social Media-Led Big Idea
Topic 8.9: Social Media Marketing Tools
Summary
Lesson 9: Paid Media
Introduction
Topic 9.1: Why Paid Media?
Topic 9.2: Google Display Network (GDN)
Topic 9.3: Remarketing/Retargeting
Topic 9.4: Social Media Advertising
Summary
Lesson 10: Measurement
Introduction
Topic 10.1: Measuring the Impact of Your Efforts
Topic 10.2: Metrics by Channel
Topic 10.3: Google Analytics
Topic 10.4: More Tools
Summary
Lesson 11: General Advice and Assistance
Introduction
Topic 11.1: A Staged Approach
Topic 11.2: Communication Planning
Topic 11.3: Getting (Cheaper) Assistance
Summary
Topic 9.2: Google Display Network (GDN)
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