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In this course, you will learn :
- Building your online presence
- Marketing your online presence
- Analyse and adapt
- Choosing your online presence
- How websites work
- Key website ingredients
- Websites and your business goals
- Make your website easy to use
- Website design do’s and don’ts
- The benefits of an online strategy
- Taking a business online
- Understanding customer behaviour
- How to stand out from the competition
- Using goals to improve business performance
- Search engine basics
- How search engines work
- How search engines see the web
- Organic search explained
- Paid search explained
- Google search console
- Intro to search engine optimisation (SEO)
- The importance of an SEO plan
- The SEO processHow to choose keywords
- Setting realistic SEO goals
- Making your web pages search friendly
- How other websites can work for you
- Cross borders with SEO
- Introduction to search engine marketing (SEM)
- The SEM auction
- What makes a good keyword
- Make your ads stand out
- Achieve relevance with good structure
- Get the most from your keywords
- Fine-tune with keyword match types
- How to know what’s working and what isn’t
- Marketing to the locals
- The power of local directories
- Using digital to advertise locally
- Reaching locals on their mobiles
- SEO for local businesses
- Social media basics
- The right social media sites for you
- Setting your goals for social media
- Getting on social media
- Your long-term social media plan
- Advertising on social media
- Measuring success in social media
- Avoiding social media pitfalls
- The evolution of mobile devices
- Understanding mobile web and mobile apps
- Understanding mobile apps
- Introduction for advertising on mobile
- Search campaigns for mobile
- Display campaigns for mobile
- Social media campaigns for mobile
- Video for mobile
- Intro to content marketing
- Get to know your online customers
- Choosing the right format for your content
- Writing for online audiences
- Help your content be seen
- Measuring your success in content marketing
- Email marketing basics
- Your email marketing options
- Crafting great marketing emails
- Managing successful email campaigns
- Measuring success in email marketing
- What is display advertising?
- Search advertising vs. display advertising
- The ins and outs of display advertising
- Making display ads meet your goals
- Understanding ad networks
- How retargeting works
- The rise of online video
- How video fits into your online strategy
- Creating video content within your budget
- Sharing and promoting your videos
- Advertising on video sharing sites
- Measuring video performance
- What is web analytics?
- Making web analytics work for you
- Tracking specific goals with web analytics
- Web analytics and organic search
- Tools to measure SEM
- Breaking down your data for insights
- Using data to understand audiences
- Understanding the Data Cycle
- Creating actionable insights from your data
- Managing numbers using spreadsheets
- Presenting data effectively
- Using e-commerce to sell
- Taking payments and managing orders
- Creating a smooth e-commerce experience
- Product promotion and merchandising
- Retargeting for e-commerce
- Introduction to international marketing and export
- Validating your new market
- Being understood abroad
- Advertise across borders
- The support systems you will need
- Helping customers abroad buy your products
- Delivering to customers across the globe
