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Digital Marketing and Social Media for Business

Start Date Tuesday, 3rd April 2018
Duration 4 days : April 3rd, 11th 18th and 25th
Start & Finish Time 9am-5pm
Trainer Sandra Hennessy - Be Dynamic
Places 15
Location Cork Airport Hotel
Members Fee €400.00
Non-Members Fee €440.00

Book a place on this course

To book a place on this course, please complete the following online form.


Overview

At the end of the programme participants will:

? Be able to develop and implement their digital marketing strategy

? Have access to a range of free and low cost tools to assist with the development, implementation, monitoring and management of their strategy

? Understand the key components to an effective website and be able to optimise their site for search (SEO)

? Be able to choose the most effective digital channels for their business and have the skills and tools to be able to use them effectively and get a high ROI

Objectives

? All participants will be able to develop and implement a digital marketing strategy and have the tools and skills required to make it a success.

? Each participant will have evaluated their own website effectiveness and have created an action plan for implementation after the course

? Participants will have the skills, tools and knowledge to be able to use all digital marketing channels effectively and will have gained hands on experience using each platform and a range of free and low cost online management and monitoring tools.

Outline

Day 1: Morning - Digital Marketing Strategy

? Trainer and participant introductions. Outline key objectives of all participants
? An introduction to digital marketing landscape and how it has evolved
? Understating relationship marketing and how they can use it effectively in their business
? An introduction to the main platforms (more details covered in each individual module)
? Strategy development stages (Situation analysis, Objectives, Strategy & Tactics, Action Plan,
Measurement, Iteration & Change) – a structured model that will enable participants to be able to
create and implement their digital marketing strategy
? Tool kit – access to a range of free and low cost tools to aid with measuring their campaigns and activity
? Case studies of relevant businesses succeeding online
Practical Elements
• Review of existing channels and choose new channels that best suit their business and
time/budget resources
• Hands on experience using free online measurement tools e.g. Google analytics
• Templates provided to aid with development and implementation of their strategy
• Q&A throughout

Day 1: Afternoon – Online Advertising
? Google AdWords:
o A walk through step by step on setting up a successful Google AdWords search campaign
o An introduction to display advertising and Google remarketing
o Practical experience creating an effective Google search ad
o Conversion tracking and reporting
? Case studies and examples of successful online advertising campaigns
Practical Elements:
• Participants will get time to write an effective Google ad
• Q&A throughout

Day 2: SEO & Making Your Website Work

? How users use search engines and how it is evolving
? 3 SEO stages and how to optimise a site at each stage:
o on-page SEO
o off-page SEO
o technical SEO
? Tools to assist with managing and monitoring SEO e.g. Analytics, Google Search Console, Speed Testing
tools, Keyword research tools
? Evaluating website SEO: all participants will evaluate their own website SEO and make an action plan for
implementation after the course
? Key components to developing a successful website that generates sales and leads including
o User experience (UX) which looks at the structure and flow of information
o Design – the need to have and the like to have
o Calls to actions and a review of their landing pages. Tools for creating landing pages for specific
campaigns
o Building in credibility using reviews, testimonials etc.
? Content creation and blogging – tips and techniques on how to write for website visitors
? Tool kit – access to a range of free and low cost tools
? Case studies and examples of effective websites
Practical Elements:
• Participants will be provided with an action plan template and during the workshop they will
be given the time to evaluate their own websites and SEO and create an action plan for
implementation after the course
• Q&A throughout

Day 3: Social Media (Facebook, Twitter & Instagram)
? Understand the importance of using social media to drive people to a business website and creating
effective landing pages.
? Developing a social media strategy and monitoring it
? Setting up pages/accounts and a walk through the key features of each platform
? News feed filters – how they works on each social media channel and proven techniques on how to get
better visibility and better engagement levels
? Know how to create an effective competition on each social media channel. Creating an effective social
media competition strategy that delivers enhanced page activity but also enables data capture for use in
email marketing / text marketing. Understand data protection laws.
? Live streams – the key considerations when shooting a live video and tips for delivering a successful live
shoot
? Social media advertising: the key steps and considerations when running an advertising campaign on
social media
? Tool kit: hands on experience using a range of tools for content creation e.g. Canva, Biteable for Video,
apps like Wordswag and Flipagram (video)
? Case studies and examples of successful Facebook pages
Practical Elements:
• Participants will get time to review their social media pages/accounts and make key setting
and content changes
• Q&A throughout

Prerequisite
It would be beneficial for all participants to have set up their social media accounts (if they do not have one)
prior to the day. This will ensure they get the most out of the course. Phone and email support can be provided
to assist them with this if required.

Day 4: Morning - LinkedIn

• An introduction to LinkedIn, what it is and who is using it
• LinkedIn etiquette – understanding what is expected
• Account levels and upgraded accounts – the advantages of upgrading
• Using LinkedIn to increase brand awareness and brand exposure
• Defining the businesses target audience in LinkedIn e.g. Location, roles, specific companies, company
sizes etc. and how to reach the target audience using LinkedIn but staying within LinkedIn guidelines and
etiquette
• Sales funnel – a look at the different ways LinkedIn can fit into a current (or new) sales funnels
• How to publish content effectively in LinkedIn using sharing and publishing tools available
• Finding relevant groups and ways to utilise groups for networking and business opportunities
• Case studies – relevant case studies
Practical Elements:
• Setting up/editing their profile
• Q&A throughout

Prerequisite
It would be beneficial for all participants to have set up their LinkedIn account prior to the day. This will ensure
they get the most out of the course. Phone and email support can be provided to assist them with this if
required.

Day 4: Afternoon – Email Marketing
• What is email marketing and how are businesses using it to generate sales and quality leads
• Data protection: a run through current data protection and tips for staying compliant with GDPR
• Data collection: online and offline opportunities
• Designing an effective email marketing newsletters / e-zine / e-shot
• Mail chimp – hands on experience using MailChimp email marketing tool
• Report analysis – what the report tell you and how to analyse them
• Case studies: examples of similar businesses using email effectively
Practical Elements:
• Setting up a template in Mailchimp
• Q&A throughout

Prerequisite
It would be beneficial for all participants to have set up their MailChimp account prior to the day. This will
ensure they get the most out of the course. Phone and email support can be provided to assist them with this if
required.

Schedule

Day One: Digital Marketing Strategy and Online Advertising

Day Two: SEO & Making Your Website Work

Day Three: Social Media (Facebook, Twitter & Instagram)

Day Four: LinkedIn and E-Mail Marketing

About this form

The purpose of this booking form is to gather profile information about participants on programmes funded by Skillnets from the National Training Fund through the Department of Education & Skills (DES). Only aggregated participant data will be reported to the DES. Separately, Skillnets will inform the Department of Social Protection (DSP) about the attendance of individuals in receipt of income support from DSP on short courses (i.e. 20 days or less). This is part of an arrangement with the Department, which supports the participation of its clients on Skillnets programmes.

Please Note: The number of free places available on this course are limited, and may already be allocated. In filling in this form, you are requesting a place on this course as opposed to making a confirmed booking. A member of our training team will be in touch closer to the course start date to advise if we are in a position to offer you a place on this course. If we are not able to offer you a place on this course, your request will be kept on file for future courses.

As an ongoing quality control measure and to ensure the highest possible standard of training, courses may be inspected from time to time.

 

BiznetCork Skillnet is funded by member companies and the Training Networks Programme, an initiative of Skillnets funded from the National Training Fund through the Department of Education and Skills.

NDP - Education and Skills - Skillnets - Finuas

For further information please visit www.skillnets.ie


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