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 digital
• 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.com
• 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