Master all the skills to promote your business online!
The Digital Marketing Bootcamp is a 4 day course which brings together all the skills needed to succesfully drive your business online. You will learn how to use paid search advertising platforms such as Google Adwords 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.
Why not attend from the comfort of your own desk. Our Attend Online option lets you take the course as if you were right there, without even leaving your desk. It's like being in the classroom, and you can interact with the instructor and other delegates, but without the hassle of travelling to the venue.
The first stage 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
The second stage of the Bootcamp introduces you to paid online advertising and in particular Google Adwords.
Intro to Adwords
- When should you use it
- Understanding the search results
- Setting up Adwords
- Account level settings
- Adding users & access levels
- Setting goals & measuring
- What are campaigns
- Setting up campaigns
- Campaign types
- Setting Location
- Bid Strategy
- Setting Budget
- 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
- What is remarketing
- How can it help you
- Implementing remarketing
- Google display network
Reporting and Analytics
- Reporting in Adwords
- Automating email reports
- Create adwords reports
- Filters in Adwords reports
- What is Google Analytics
Stage 3 of the Bootcamp covers Google Analytics enabling you to monitor your website activity and the impact of your marketing efforts.
Google Analytics - Course Topics
- What is Google Analytics
- How does it work
- Setting up Google Analytics
- Account Structure
- What are you looking for?
- Customising dates
- Comparing Dates
- Adding Segments
- New v Repeat Visitors
- Measuring User Engagement
- Browser, OS & Device Type
- User Flow
- Source / Medium
- Adwords Stats
- Social Media Interaction
- Measuring Keywords
- Looking at Site Content
- Landing Pages and Exit Pages
- Site Speed Stats
- What are goals
- Setting up goals
- Ecommerce Integration
Administering your Account
- User Management
- Filtering our traffic
- Linking to Adwords
- Linking to Adsense
- Creating Alerts
Stage 4 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
- 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
- Facebook overview and tips
- Twitter overview and tuition
- Sharing images on Instagram & Pinterest
- 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 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
Our scheduled courses are designed to ensure you have a professional and productive experience. With 20 years practice we have had plenty of time to get it right, but we are always open to new suggestions as well.
Reasons to choose Highlander for your online marketing training
- A proven track record - Highlander has been established for 20 years.
- High quality instruction - All of our instructors are Adobe Certified Instructors.
- We make sure you are happy - Our satisfaction guarantee ensures you leave with a smile.
- Follow on support - We give you 12 months post course support.
What you get on a Highlander Course
Start and finish times
Our courses start at 9.30am and typically run until 4pm. The finish time is based primarily on how much information people can retain in a day without being overwhelmed, and can vary slightly depending on individual class size and ability.
Each delegate is provided with use of a computer, setup with the latest version of the software they are learning. Our London centre has a mix of Mac and PC's, so if you have a preference please advise us when booking. Older versions of software can usually be catered for on request.
If delegates prefer to work in their own environment and would rather bring their own laptop that is equally fine.
Hot drinks and bottled water is provided throughout the day together with a selection of biscuits and sweets. There is a scheduled 15 minute break mid morning and again mid afternoon.
There is a one hour break for lunch to allow delegates some time "off the screen". Both our centres are in areas which offer a wide range of options for lunch.
In London we are located on Upper Street in Islington which is one of London's more popular locations for eating out, offering everything from popular cafe's and burger & pizza bars through to a wide range of restaurants. In addition we also have an in-house cafe in the building should you not wish to venture further.
In York we are located on the well known Bishy Road, with a wide range of popular cafe's just a few metres from the front door. The street regularly features in national newspapers and has been described by Wall Street Journal as "an enclave of gourmet delis and cafes" while The Times described it as "York's answer to Notting Hill".
Course manuals / books are provided for all our standard scheduled courses and you get 12 months access to our learning management system which contains a variety of content ranging from video tutorials and refresher exercises through to copies of course slides.
All the machines have full internet access and free wifi is available to use within our centres.
Certificate of Completion
All delegates receive a certificate of completion to show they have completed a Highlander Course.
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