Upskilling YOU
Empowering YOU

Digital Marketing/Social Media for Business

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We will be in touch a few days before the course starts to confirm details such as venue, start & finish time etc. Please feel free to contact us in the meantime if you have any queries.

Cancellations made in the final 72 hours before a course commences will be charged in full.

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

Contacting the Cork Chamber Skillnet Team:

Aoife Dunne, Training Network Manager
Tel: 021-4530141
E-Mail: aoife@corkchamber.ie

Kate Murray, Training Network Executive
Tel: 021-4530142
E-Mail: kate@corkchamber.ie

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
o Review of existing channels and choose new channels that best suit their business and time/budget resources
o Hands on experience using free online measurement tools e.g. Google analytics
o Templates provided to aid with development and implementation of their strategy
o 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
• Conversion tracking and reporting
• Case studies and examples of successful online advertising campaigns
• Practical Elements:
o Participants will get time to write an effective Google ad
o 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:
• on-page SEO
• off-page SEO
• 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
? User experience (UX) which looks at the structure and flow of information
? Design – the need to have and the like to have
? Calls to actions and a review of their landing pages. Tools for creating landing pages for specific
? campaigns
? 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.

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

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Start Date
Duration
15th 22nd and 29th November and 6th December
Start & Finish Time
9am-5pm
Trainer
Sandra Hennessy - Be Dynamic
Places
Location
Cork Airport Hotel
Members Fee
€520
Non-Members Fee
€550
Skillnet

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