DIGITAL MARKETING AND SOCIAL MEDIA MARKETING (SMM) MASTERCLASS

COURSE OBJECTIVE

• Learn how to create your social media strategy and a specific framework by which to devise it
• Obtain deep understanding on the relevant key performance indicators to measure Social Media success
• Understand the arsenal of tools available for you to promote your business or product
• Using the most popular and effective social media channels
• Gauge who your key social media influencers are and how to include them in their social media strategy
• Analyse the impact of your social media strategy
• Discover ways to be able to adapt your social media strategy in in real-time
• Learn how to set a long-term content strategy, which will be maintained fresh with ideas whilst consistent in delivery

COURSE CONTENTS

DIGITAL MARKETING

• A brief overview about digital marketing and all relevant set of activities:
• Search Engine Optimization
• Local SEO – Google My Business
• Search Engine Marketing – Google AdWords
• Display Advertising – Contextual | Behavioral | Targeted

• • • Google AdWords
    • Facebook
    • LinkedIn
    • YouTube

• Content Marketing & Blogging
• Social Media Marketing
• Lead Generation

• • • Marketing Offer – Attractive / Relevant Offer
    • Landing Page – Offer’s details with form
    • Conversion Page – Thank you page

• Email Marketing – using icontact
• Video Marketing – YouTube
• Responsive Design
• Google Analytics

SEARCH ENGINE OPTIMIZATION

• What is SEO?
• Why SEO?
• How Search Engine works?
• Google’s Algorithms
• Does SEO take time to see results?
• SEO Tips that every website owner, designer, blogger and content writer need to know!

• • Keyword Research
    • Creating Content Hierarchy first!
    • Brainstorming – Think and discuss them!
    • Google Suggest
    • Related Searches
    • Google Keyword Planner
    • Keyword Tools
    • Google Trends – Finding Search Trends | Most Search Terms
    • How to translate keywords?

• • Organizing the keywords
  • Writing Headlines (Page Titles) with examples
  • Optimizing Page Content
    • What is keywords stuffing?
    • Optimizing Page Content (body)
    • Good Examples Related Posts / Products

• • SEO for Images
  • Internal Linking – Site Navigation
  • How Google reads our pages?
  • Website Speed Testing
  • HTML Improvements using Google Search Console
  • Links from YouTube Videos
  • Social Media Links
    • Manual Sharing
    • Social Media Sharing

• • SEO & PR
  • Users’ Engagement
    • Links to Related Stories
    • Enable Social Sharing
    • Embedding videos
    • Enabling site search feature
    • Bounce Rate & Visits’ Duration
    • Self-hosted Blog

GOOGLE AdWords

• • Setting up Google AdWords Campaigns – that avails high ranking at low cost
  • Content Structuring
  • Understanding Quality Score
  • Finding and selecting the right Keywords
  • Keywords Matching Options
  • Campaign Setup procedure
  • Ads and Ad Groups
  • Organizing Ad Groups
  • Creating Effective Ads
  • Optimizing Landing Pages
  • Bid Management
  • Negative Keywords
  • Analytics – Measure and fine-tune
  • Remarketing Campaigns – How to configure, Setup and Monitor them?
  • YouTube Video Ad Campaigns

SOCIAL MEDIA MANAGEMENT DEEP DIVE (PART 1):

• • Operational realities – Understanding the new Social Media ecosystem: how to move from scheduled, traditional marketing to the new, “always-on” social media world
  • The differing platforms, advantages and best-use case-studies:
  • Twitter
  • Instagram
  • Facebook
  • Whatsapp

SOCIAL MEDIA MANAGEMENT DEEP DIVE (PART 2):

• • Linked In
  • Pinterest
  • Google +
  • YouTube
  • Influencer Marketing – How to determine influencers and how to integrate them in your strategy

CREATING YOUR SOCIAL MEDIA STRATEGY

• • This part of the course will offer delegates a framework for devising their own Social Media strategy as well as a long-term content strategy

CONTENT IS KING

• • How do you set on your content strategy?
  • Growing the idea pool. What are the strategies to drive creative content? This includes an interactive exercise using Mind Mapping to generate content ideas.

CONTEXT IS QUEEN

• • When to say what and where?
  • Who says what about you or your products? Strategies to leverage User Generated Content.
  • The ultimate Word of mouth – How to best integrate User Generated Content into your strategy and ways to pote

MODULE 4: SOCIAL MEDIA- DRIVING SALES

• • The new Alphabet of Social Commerce: insight into the new Facebook, Mobile and Social commerce platforms and how they are changing how customers shop
  • Social Media Loyalty – the main tools available to drive sales digital coupons, codes and other    social commerce mechanics to drive sales.
  • Your Social Media Calendar- main considerations to drive your calendar and fundamental tools to implement your social media promotions

MODULE 5: SOCIAL MEDIA – DRIVING CUSTOMER RETENTION

• • Social Customer Retention: The key to success – strategies for turning existing customers into your brand ambassadors through social media
  • Driving Customer Engagement – How to use social selling to drive revenues
  • Social CRM – How can I help you? This part of the session will highlight ways to support customers through their purchase process with you: including live chat, help desk and other customer support functions