Digital Marketing – Grow Through Digital

Training Programme Objectives 

Throughout the training programme, participants will:

• Learn how to develop a digital marketing strategy for their business
• Breakdown their customers into relatable & manageable personas
• Understand the importance of relevant content and how to create effective content for their online channels
• Learn how to use Canva to design professional and engaging posts & videos for use across all relevant platforms
• Maximise their presence on social media through effectively managing these channels and utilising their interactive features
• Learn how to analyse and monitor all of their digital marketing activities
• Understand the elements of Google Analytics 4 and how to use this data to maximum effect

Overview of Modules

Module 1 – Overview of Digital Strategy 

• Understanding the Principles of Digital Marketing
• Clarity on setting Defined Objectives
• How B2B and B2C Strategies Differ
• Linking a Company’s Vision & Mission to their Digital Strategy
• The importance of Measuring Performance through Metrics & KPIs

Module 2 – Persona Development

• An Overview of Customer Personas
• Step-by-Step Process on Developing Personas
• How to Identify & Target Priority Personas
• Understanding the Generational Impact on Social Media Usage

Module 3 – Creating Effective Content for all Digital Platforms 

• Understanding the Context of Digital Marketing Communication
• 8-Step Process for Effective Content Development
• Overview of Tools and Templates – Brainstorming, Mind Mapping & Cluster Development
• Practical Exercise & Group Discussion

Module 4 – Creating Professional Design & Videos for Social Communication 

• Visual Communication – Selecting appropriate Colours, Fonts & Imagery
• Overview of online resources for free Imagery/Video
• Top-line overview of Canva as a Graphic and Video Development Tool
• Practical Step-by-Step Exercise

Module 5 – Maximising Exposure on Social Media Channels (Facebook, Twitter, Tik Tok) 

• Overview of all 3 platforms
• Features and ways of creating maximum engagement
• How to effectively use Facebook and Twitter as a Business Tools
• Understanding how to use Tik Tok as a Business Tool
• Driving engagement through Content Focus, Boosting & the Ads Platforms

Module 6 – Maximising Exposure on Social Media Channels (Instagram, LinkedIn) 

• Understanding how to effectively use Instagram to engage with followings
• Creating stories and reels
• Maintaining a professional LinkedIn profile
• Driving engagement via LinkedIn

Module 7 – Bringing it All Together 

• Digital Strategy Template Overview & Input
• Developing Persona driven KPIs
• Measuring Performance across all platforms
• Overview of Google Analytics 4

Times / Dates / Cost

• 9.30am – 12 Noon Each Day

COST; €295pp

For more information please contact skillnet@waterfordchamber.ie