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Digital Marketing

Digital Marketing

@ Edinburgh Chamber of Commerce 40 George Street EDINBURGH Midlothian EH2 2LE

12th March, 2020 09:30-16:30 Training 195.00-250.00
This course is ideal for anyone who wants to understand the essentials of how to deliver an effective digital marketing campaign. We’ll strip digital marketing back to its core; removing buzzwords and jargon, to ensure you leave with hands-on knowledge that you can implement in your business.  

You will leave this course motivated, inspired, relieved and much more confident in your Digital Marketing abilities. You will leave with the knowledge and understanding of what you and your business needs to do to maximise the benefits from your Digital Marketing activities.

Course Outcomes:  

By the end of the day you will be able to:
  • Identify and focus into your key customer segments
  • Understand what the best channels are to communicate with your customers
  • Create compelling content and adverts for any channel
  • Speak to your audience as if you had crystal ball and could read their minds and understand their needs
  • Set effective and realistic goals for Digital Marketing activities grounded in data and tracked to perfection
  • Create eye catching marketing campaigns with simplicity and mind boggling effectiveness
  • Bridge the gap between sales, marketing and the business
Course outline:

Morning Session:

The Lean Approach: Manufacturing meets Marketing
Lean canvas – Your One Page Business Plan that contains:
  • Your customer segments
  • The problems they have
  • The Solutions your provide
  • The channels you use to reach them
  • Likely early adopters
  • The existing alternative they might consider
  • Your unfair advantage
  • Your key metrics you need to track
  • Combine them all in your USP

Afternoon Session:
  • Introducing The Marketing funnel concept: customers in at the top, money comes out the bottom, and everything else in between
  • Deciding your channels: How to do research onGoogle, Facebook, LinkedIn and Twitter
  • Creating ads on Google, Facebook, LinkedIn and Twitter
  • Tracking results on Google, Facebook, LinkedIn and Twitter
  • Getting leads from Google, Facebook, LinkedIn and Twitter
  • How to create and use landing pages on (and off) your website
  • Connecting to your CRM and mailing lists
  • Qualification: turning marketing leads into sales opportunities
  • Reporting using Google analytics
  • Practical examples and case studies.
  • Q and A     
Trainer info:
John Daniels is the founder of The Lean Marketer, Edinburgh.
He is a digital marketing specialist with 18 years experience in tech and 10 years experience in digital marketing working with more than 300 clients across 3 continents, including UK companies like Float, Administrate,the Edinburgh International Festival and Remax Scotland.
He draws on his diverse experience and a passion for data-driven results to deliver a unique mix of cutting-edge technology and tales from the trenches to turn stress tested best practices into real world results.

Business Comment

Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
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