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Fundamentals of Digital Marketing

Marketing

Intro to the Digital Garage

Your digital opportunity

Your online goals

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

Email marketing basics

Your email marketing options

Crafting great marketing emails

Managing successful email campaigns

Measuring success in email marketing

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 process

How 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

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

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

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

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