Digital Marketing

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Module

Length (minutes not including Q&A)

Takeaway / Content Summary

1

Digital Strategy Development (Planning a strategic and tactical plan)

 30

-What do you want to learn?  Identifying questions, current challenges and knowledge gaps.

-Creating and visualizing an integrated digital strategy and end-to-end engagement plan (getting your head around the whole program).

2

Drive (Social media marketing and driving targeted traffic to your website)

120 - 150

-Social media marketing, making customer connections, social publishing and engagement, going viral, building buzz, traffic, thought leadership and credibility.

-Measuring social media ROI.

-SEO and SEM best practices, expanding your idea of search.

-Online display, retargeting, rich media, banners and sponsorships

- Integrating online and offline.

3

Capture, Nurture, Convert (Encouraging desired behavior to drive ROI)

60 - 90

-Encouraging desired behavior (actions, leads, downloads, email opt-ins, data capture, purchases, offline/retail purchases, viral, etc.)

-Conversion optimization, landing page best practices, etc.

-Great content, encouraging social connections and sharing

-Email best practices and triggered events

-Marketing automation overview

4

Measure and Optimize (Track, report and respond.)

30

-Understanding web and campaign analytics.

-Identifying critical key performance indicators.

5

Exercises

120

-Creating a digital strategy visualization and plotting user flow (“asking and then what”).

-Encouraging people to take action by developing a benefit and offer matrix and campaign landing page.

-Choosing the right keywords.

-Encouraging social sharing and connections.

-Developing useful social/viral content.

-Zeroing in on critical action – identifying the right metrics.