DIGITAL MARKETING BOOTCAMP
Understand the core elements of digital marketing in just 4 days with
Digital Marketing Bootcamp
The Digital Marketing Bootcamp is a 4 day course which brings together all the skills needed to successfully drive your business online.
You will learn how to use paid search advertising platforms such as Google Ads and Bing Ads, as well as paid social platforms on Facebook, Twitter, YouTube and others.
We will teach you how to use Google Analytics to monitor your website traffic, using the data to improve your performance and identify opportunities and problems. During the course you will learn how to optimise your website for the search engines, ensuring you drive traffic through free search as well as improving your paid search positions.
By the end of the course you will have all the skills to take control of your online marketing presence, as well as the ability to monitor the success of your efforts.
Experienced Instructors
Over 20 years experience
Post Course Support
Hours of videos & more
Closed Courses
Live Online or inhouse
Secure Online Booking
Scheduled Live Online Course Dates
Stages can be completed in any order
Prices ex VAT. Highlander standard terms and conditions apply to all bookings
Please contact us if you would like a private or onsite course
The first day of the Bootcamp covers search engine optimisation ensuring your site is well tuned for ranking in the various search engines.
SEO Getting Started - Course Topics
Unit 1 - What is Search Engine Optimisation
- Why do it
- What can it do for you
- What can go wrong
Unit 2 - Site Structure
- Accessibility and cross browser compatibility
- Internal links and Sitemap
- Structure of URLs
- Files: Robots.txt, .htaccess
- Redirects: 301 Redirects, non WWW traffic
- Nofollow Attribute
Unit 3 - Content, Content, Content
- An Introduction to Content Creation
- Write for People
- Avoid Duplicate Content
- Keyword Density
- Keep Content Current
Unit 4 - Links
- Aim for quality
- Community Participation
- Link Directories
- News Releases
- Social Media
Unit 5 - Analytics
- See what's working
- Identify new keywords
- Identify best content
Unit 6 - Social and Local
- Social Signals that Count
- Facebook, Twitter and LinkedIn
- Don't forget Google+
- Other Social Sites
- What about Local Search
Unit 7 - Warning - What to Avoid
- You can get Blacklisted
- No Shadow Domains
- Careful with redirects
- Keyword Stuffing
- Hidden Text and Links
Unit 8 - Useful SEO Tools
- Search Engine Watch
- Google Toolbar
- SEO for Firefox Plugin
- Redirect testing Tools
- W3C Validators for HTML, CSS, Links
Day 2 of the Bootcamp covers Google Analytics enabling you to monitor your website activity and the impact of your marketing efforts.
Google Analytics - Course Topics
Overview
- What is Google Analytics
- How does it work
- Setting up Google Analytics
- Account Structure
- What are you looking for?
Audience Overview
- Customising dates
- Comparing Dates
- Adding Segments
- Demographics
- New v Repeat Visitors
- Measuring User Engagement
- Browser, OS & Device Type
- User Flow
Acquisition Overview
- Channels
- Source / Medium
- Referrals
- Adwords Stats
- Social Media Interaction
- Measuring Keywords
Behaviour Overview
- Looking at Site Content
- Landing Pages and Exit Pages
- Site Speed Stats
Monitoring Conversions
- What are goals
- Setting up goals
- Ecommerce Integration
Administering your Account
- User Management
- Filtering our traffic
- Linking to Adwords
- Linking to Adsense
- Audiences
- Creating Alerts
Day 3 of the Bootcamp covers social media training and how you can successfully manage social media using the latest tools and techniques
Social Media Training - Course Topics
Research
- How to research your competitors and your marketplace
- How to test which content works best
- How to choose the right social media services for your business
The Platforms
- Facebook overview and tips
- Twitter overview and tuition
- Sharing images on Instagram & Pinterest
Content Planning
- How to plan your content
- Creating a rolling plan
- Tactical content opportunities
Managing Your Content
- How to create compelling posts
- Anatomy of great posts
- How to use links & images
- Responding to comments & messages
- Handling negative communication
Supporting Your Wider Marketing
- Social Media & Search Engine Marketing
- Creating a system of content
- Promoting your social media accounts
Tips & Advice
- Account security
- Measuring & Reporting
- Guide to mobile apps for social media
Question & Answer Session
The final day of the Bootcamp introduces you to paid online advertising and in particular Google Ads.
Intro to Ads
- When should you use it
- Understanding the search results
- Setting up Ads
- Account level settings
- Adding users & access levels
- Setting goals & measuring
Campaigns
- What are campaigns
- Setting up campaigns
- Campaign types
- Setting Location
- Bid Strategy
- Setting Budget
Ad Groups
- What are Ad Groups
- Creating Ad Groups
- Ad Group Type
- Ad Group Bids
- Ads & keywords overview
Working with Ads
- Creating Ads
- Editing Ads
- Customising the display table
- Ad Performance
- CTR, Avg CPC, Avg Position and more
- Pause and Enable Ads
Working with Keywords
- Broad match, phrase match and exact match
- Negative Match
- Setting Max CPC
- What is Quality Score
- Avg Position
Remarketing
- What is remarketing
- How can it help you
- Implementing remarketing
- Google display network
Reporting and Analytics
- Reporting in Ads
- Automating email reports
- Create Ads reports
- Filters in Ads reports
- What is Google Analytics
The Online Marketing Bootcamp is a complete solution for those who are looking to drive traffic online and promote their organisation to the world.
You will learn to
- Promote your business succesfully on social media
- Use paid advertising to drive new traffic
- Optimise your website for better presence on the search engines
- Monitor your efforts and the effect of them on your business
Who should attend this course
The Online Marketing Bootcamp is suitable for anybody who wants to develop their business online, driving more traffic and achieving their organisational goals.
If you are unsure whether this course is suitable for you, call our advisors on 0800 156 0777