SEO & Social Media Tips

Module Wise Contents

• Search Engine Optimization
– SEO is about attracting the right customers at the right time. This module will

equip you with the core understanding, technical knowhow and insight to

build an SEO strategy that will stand up in today’s fiercely competitive online

marketplace.

– Topics include:

 Key SEO concepts  Keyword selection

 Search results and positioning  Content updates and layout

 Benefits of search position  Meta Tags

 Stakeholders in search  Site Maps

 Mechanics of search  SEO Webmaster tools

 The SEO process  Off-page optimisation

 On-site / Off-site optimisation  Ranking

 Customer insights  Inbound Links and link building

 On-page optimisation  Analysis and review

 Keyword research  Laws & Guidelines


 
• Pay per Click or Search Engine Marketing

– Pay per click (PPC) advertising campaigns allow you to maximise your

company’s visibility on key search engines such as Google, Yahoo and Bing.

You will learn to develop an effective PPC strategy and achieve demonstrable

return-on-investment (ROI). This module provides you with the essentials of

planning and managing PPC campaign

– Topics include:

 Key Concepts of SEM  Budgets

 Strengths of Pay-Per-Click  Scheduling

 Keyword Research  Display Networks

 Google PPC  Ad Centre

 Research Tools  Campaign Management

 Search Campaign Process  Conversion Tracking

 Keyword Selection  Conversion Metrics: CPA, CTR

 Ad Copy  Bidding

 Landing Pages  Analytics

 Targeting  Laws & Guidelines


• Email Marketing

– Email Marketing, when carried out properly is still one of the most

effective forms ofdigital arketing. This module will teach you about

Data Protection, Opt-In Subscriber Management, E-Mail Design and

Content, Email Delivery and Reporting

– Topics include:

 Key Concepts  Email Structure

 Campaign Process  Email Delivery

 Data Capture: online  Email Systems

 Data Capture: face-to-face  Filtering

 Segmentation  Scheduling

 Email Design  Measurement

 User Behaviour  Key terms and metrics

 User Characteristics  Split testing

 Email Copy  Laws & Guidelines



• Social Media Marketing 1
– This module will provide you with the know how to plan and manage

your communications and marketing through the rapidly emerging and

influential social networks. It will provide you with techniques and

tools to understand and harness the opportunities provided by best

practice social media marketing and online PR.

– Topics include:

 Key Concepts  LinkedIn Engagement

 Social Media Goals  LinkedIn Company page

 Setting Goals and Priorities  Google+ Setup

 Facebook Setup  Google+ Privacy

 Facebook Privacy  Google+ Engagement

 Facebook Engagement  Google+ Brand Page

 Facebook Business Page  YouTube Search

 Twitter Setup & Profile  YouTube Setup

 Twitter Engagement  YouTube Channels

 LinkedIn Setup & Profile  YouTube Engagement

 Building connections  Laws & Guidelines


• Social Media Marketing 2

 Implementing Social  Facebook Platform

 New Social Challenges  Apps & Plug-ins

 Listening First  Facebook Groups

 The Quality Scale  Facebook Analytics

 Facebook  Page Insights

 Landing Pages  LinkedIn

 Facebook Promotions  Groups

 Facebook Offers  Events

 Facebook Events  Job Search

 Promoting Events  Advertising

 Event Updates  Promoted Tweets

 Event Follow-up  Promoted Accounts

 Facebook Places  Promoted Trends

 Facebook Advertising  Analytics

 Sponsored Stories  Third Party Apps

 Goals and Targeting  Reporting


• Digital Display Marketing

– This module will provide you with a comprehensive understanding of

the creation deployment and management of Digital Display

Advertising including display, search, affiliate, email, mobile & social,

to give delegates the broadest view of digital advertising opportunities

– Topics include:

 Key Concepts  Campaign Steps

 Benefits of Digital Display  Target Audience

 Challenges with Digital Display  Campaign Objectives

 Business Value  Campaign Budget

 Running Effective Ads  Creative Formats

 Ad Formats  Targeting

 Ad Features  Tracking the campaign

 Ad Display Frequency  Optimising the campaign

 Campaign Planning  Laws & Guidelines


• Mobile Marketing
– This module provides you with a solid understanding of the rapid

evolution of mobile marketing landscape. Focusing on cutting-edge

case studies you will gain knowledge of the technologies and

terminology of mobile marketing.

– Topics include:

 Key Concepts  Proximity Marketing

 Trends in Mobile  Bluetooth

 Opportunities and Risks  QR Codes

 Mobile Devices  Mobile coupons and ticketing

 SMS Content  Implementation

 SMS Strategy  Strategic Steps

 Mobile Advertising  Marketing Goals

 Mobile Optimised Websites  Review and Testing

 Mobile APPS  Key Trends

 The Big APP decision?  Social Media Channels

 DMI '6 Step' Process  Laws & Guidelines


• Website Analytics

– Your digital marketing is only as effective as the analytical insights

derived from online activities. This module guides you through web

analytics and other data sources to better understand site visitor

characteristics and behaviour. You will understand the most important

and appropriate metrics and how to use them to improve your digital

activities.

– Topics include:

 Key Concepts  Bounce Rate

 Goal and account setup  Site speed and site search

 Analytics Code and Profiles  Events and conversions

 Goal Configuration & Funnels  eCommerce

 Dashboard  Standard reporting

 Audience  Real Time reporting

 Technology  Intelligent reporting

 Advertising  Customised reporting

 Traffic Sources  Laws & Guidelines


• Planning Integrated Digital Marketing Campaigns

– Digital Marketing is driving the agenda in marketing departments and

this module will teach you the complexities of planning, buying and

executing a marketing campaign that integrates traditional marketing

with all digital activities including display, search, affiliate, email,

mobile and social.

– Topics include:

 Main Concepts  Setting Objectives

 First Steps  Appropriate Tools

 Planning  Action Plan

 Situation Analysis  Setting the Budget

 Information Gathering  Measurement

 Target Audience  Iteration and Enhancement