Advanced Digital Marketing Training in Calgary, AB

Attendees may include:

  • Businesses exporting or marketing internationally
  • Website Owners/Webmasters
  • Small Business Owners / Website Content Managers
  • Brand/Marketing Managers, Marketing Professionals
  • Business to Business and Business to Consumer Sales

How will I benefit?

The Digital Marketing Executive Programme is tailored to participants who wish to actively apply a digital marketing strategy to their organization. The content is geared to ensure your company has a proper foundation for their digital marketing strategy and will also include advanced content that attendees can apply and use straight away.

Overview:

100 Hours - Weekdays and Weekends
DIGITAL

We understand your business is not like any other. You’re addressing specific marketing challenges and opportunities with a particular skill set, and that’s where our bespoke, in-company digital and inbound training comes in. If you’re looking to train five or more people, our bespoke option offers you the best value for money and the support of a dedicated digital marketing consultant.

Digital Marketing course contents:

Online Marketing Course Syllabus:
  • Introduction:
    • What is Online Marketing?
  • Digital Marketing Strategy:
    • The Importance of defining three strategies.
    • Building a business strategy.
    • Building a brand strategy.
    • Building a marketing strategy.
  • Exploring Digital Marketing:
    • Definitions and Terminology.
    • Components of Digital Marketing.
    • The Digital Marketing landscape.
  • Starting with a Website:
    • What makes a website effective?
    • Choosing a domain name.
    • Selecting a designer or a developer.
    • Making a website yourself.
    • Making your website convert.
    • Creating engaging web copy.
    • Choosing a responsive design.
    • Installing Google Tag Manager.
  • Foundations of Analytics:
    • Introduction to measuring data.
    • How Online Analytics work.
    • Using goal tracking.
    • Looking at a conversion funnel.
    • Defining your Key Performance Indicators (KPI).
    • Looking at attribution models.
  • Search Engine Optimization:
    • How SEO works?
    • Essential optimization techniques.
    • Conducting keyword research.
    • Crafting a content strategy.
    • Leveraging local SEO.
  • Search and Display Marketing:
    • Introduction to Search and Display.
    • Launch text search ads.
    • Launching display search ads.
    • Remarketing strategies.
    • Succeeding at Search and Display Marketing.
  • Social Media Marketing:
    • Building a social media marketing plan.
    • Who's using Social Media?
    • Facebook Marketing.
    • Twitter Marketing.
    • LinkedIn Marketing.
    • Pinterest Marketing.
  • Video Marketing:
    • The impact of video marketing.
    • Getting started with video marketing.
    • Creating compelling content.
    • Promoting videos on Youtube.
    • Meaningful video marketing metrics.
  • Email Marketing:
    • Understanding email marketing.
    • Creating an email marketing plan.
    • Tools to launch successful campaigns.
    • Measuring the success of email.
  • Content Marketing:
    • What is Content Marketing?
    • Creating a content planning model.
    • Setting up a blog.
  • Mobile Marketing:
    • The mobile marketing landscape.
    • Mobile applications.
  • Expanding your Digital Marketing Skills:
    • Running A/B marketing tests.
    • Affiliate Marketing.
SEO Syllabus:
  • Overview of SEO.
    • What is Search Engine Optimization (SEO)?
    • Reading SERP.
    • Setting SEO expectations.
    • How SEO affects your business.

 

  • Keywords: The Foundation of SEO
    • Why you need a keyword research plan.
    • How to research keywords.
    • Tools to help you analyze keywords.
    • Understanding keyword attributes.
    • Understanding keyword distribution.
    • Ongoing Keyword evaluation.

 

  • Content Optimization: How Search Engines and People view webpages?
    • Understanding content optimization.
    • Optimizing site structure.
    • Recognizing the different types of content.
    • Optimizing textual page elements.
    • Optimizing nontextual components of a webpage.
    • Analyzing content quality.
    • Exploring the benefits of user-generated content.

 

  • Content Optimization: Technical SEO:
    • Interpreting the code behind web pages.
    • Understanding how search engines index content.
    • Working with Canonical URLs and redirects.
    • Leveraging Microformats.
    • Working with server-side factors.
    • Using Google Webmaster Tools.
    • Using Bing Webmaster Tools.

 

  • Long-Term Content Planning:
    • Overview of long-term content strategies.
    • Planning for a successful content strategy and avoiding common mistakes.
    • Defining your audience, topics, content and style.
    • Understanding different types of content.
    • Getting ideas for content.
    • Working with an editorial calendar.
    • Promoting your content with social media.
    • Measuring content performance.

 

  • Link-Building Strategies:
    • Understanding the importance of links.
    • Building internal links.
    • Building external links.
    • Finding link-building opportunities.
    • Executing a link-building strategy.

 

  • Measuring SEO Effectiveness:
    • Measuring SEO performance.
    • Analyzing keywords.
    • Analyzing links.
    • Measuring the impact of social-media.

 

  • SEO for Ecommerce:
    • Understanding SEO and eCommerce.
    • Working with semantic HTML for eCommerce.
    • The technical components of eCommerce.
    • Exploring eCommerce information architecture.
    • Producing eCommerce content.
    • Leveraing link-building and social media for eCommerce.

 

  • Local Search:
    • Understanding Local Search.
    • Understanding Google My Business.
    • Setting up and optimizing Google+ Local.
    • Managing your citations.
    • Getting more reviews for your business.
    • Optimizing your website for local search.

 

  • Mobile SEO:
    • Understanding mobile SEO.
    • Configuring your site for mobile.
    • Optimizing your site for feature phones and smart phones.
    • Developing mobile-friendly content.

 

  • Determining your next steps.
Course Content
  • Introduction:
    • What is Google Analytics?
    • How does Google Analytics work?
    • Key Definitions.

 

  • Get Started:
    • An overview of accounts.
    • Create your account.
    • Install your tracking tag.
    • Creating views.
    • Adding filters to views.

 

  • Core Concepts:
    • Explore the interface.
    • Understanding the reports.
    • Metrics and Dimensions.
    • A look at sources.

 

  • Additional Interface Features:
    • Interact with Graphs.
    • Using data table.
    • Using Annotations.

 

  • Using Reports:
    • New interface changes.
    • What is segmentation?
    • Setup basic filters.
    • Setup OR vs AND filters.

 

  • Audience Reports:
    • What are audience reports?
    • Looking at your audience overview.
    • Audience demographics and interests.
    • Geographical data.
    • Use the behavior report to see engagement.
    • Use the technology report to see devices used onsite.

 

  • Acquisition Reports:
    • What are Acquisition Reports?
    • Acquisition Report overview.
    • View the All Traffic report by channels.
    • View the All Traffic report by source and medium.
    • Explore referral traffic within the All Traffic Report.

 

  • Social Reports:
    • Social Reports overview.
    • Network Referrals.
    • Tracking shared content with the Landing pages report.
    • Measure the value of the social with the Conversions Report.

 

  • Behavior Reports:
    • Behavior Reports at a glance.
    • Use Site Content reports.
    • Review Site Speed.

 

  • Track Events:
    • A closer look at the Event Tracking.
    • Review Event Reports.

 

  • Conversion Reports:
    • Configure Goals.
    • Exploring Goal Reports.

 

  • Additional Features:
    • Real Time data.
    • Add custom campaign tracking,
Pay-per-Click Marketing:
  • Introduction:
    • What you should know before watching this course.

 

  • The Basics of Pay-per-Click Advertising:
    • What is Pay-per-Click marketing (PPC)?
    • The difference between search and display advertising.
    • Mapping PPC to the sales funnel.
    • Sophisticated targeting methods in PPC.
    • What is retargeting or remarketing?
    • Use marketing agencies and campaign specialists.

 

  • Setting up Advertiser Accounts:
    • Creating a Bing Ads account.
    • Creating a Google Adwords account.
    • PPC account structures.
    • Granting access to third-party users.

 

  • Creating your First PPC Campaign:
    • Setting up the first campaign in Bing Ads.
    • Setting up the first campaign in Google Adwords.
    • General targeting options in Bing Ads.
    • Targeting options in Google Adwords.
    • Campaign budgeting tips.

 

  • Getting Started with Keywords:
    • Keyword Research.
    • Which keywords to select.
    • Setting keyword match types.
    • Working with negative keywords.

 

  • Copywriting for PPC Ads:
    • What is dynamic copywriting?
    • Competitive vs monopolistic ad copy.
    • Using dynamic keywords in ad copy.
    • The anatomy of compelling ad copy.

 

  • Quality Scores:
    • What is Quality Score?
    • Improve quality score for Bing & Google.

 

  • Ad Distribution Options:
    • Bing & Google search network partners.
    • Bing & Google display and content networks.

 

  • PPC Campaign:
    • Analytics & actionable metrics.
    • Using goals & conversion tracking.
    • Industry benchmarks for conversion rates.
    • Fixing low conversion rates.
    • Reducing high bounce rates.
    • Price elasticity in pay-per-click.

 

  • Common challenges in PPC:
    • Common problems & solutions.
    • PPC vanity metrics.
    • How do I calculate acquisition cost?
    • Auditing PPC bills & verifying traffic validity.

 

  • Conclusion:
    • Attributes of a good marketing specialist.

 

 

Content Marketing Syllabus:
  • Defining Content Marketing:
    • Defining and understanding the importance of content marketing.
    • Understanding the benefits of content marketing.
    • Defining thought leadership vs selling.

 

  • Creating a Foundation for Content Marketing:
    • Hiring your content marketing team.
    • Structuring your content management foundation.
    • Creating buyer personas and buyer journeys.
    • Developing your brand voice.
    • Setting your content goals.
    • Choosing content technology.

 

  • Creating your content plan:
    • Brainstorming ideas and creating your content arcs.
    • Mapping your content to the sales funnel.
    • Choosing your content types.
    • Crafting your plan and editorial calendar.

 

  • Creating your content:
    • Writing and Editing Content.
    • Designing Content.
    • Curating Content.
    • Working with lean content creation.

 

  • Promoting your content:
    • Gating Strategy.
    • Outlining a promotion strategy and alerting your organization.
    • Merchandising content on your website.
    • Promoting on Social.
    • Promoting through email.
    • Promoting on your blog.
    • Syndicating your content.
    • Leveraging influncer marketing.
    • Using PPC ads to promote your content.

 

  • Measuring your Content:
    • Defining your measurement goals.
    • Tracking with early-stage metrics.
    • Tracking with mid-and late-stage metrics.
Course Content:
  • Introduction:
    • What is lead generation?

 

  • Entice Prospects:
    • Define your target.
    • Create Content.
    • Publish in Social Channels.
    • The role of SEO.
    • Make your website design inviting.

 

  • Convert prospects to Qualified Leads:
    • Create a compelling offer.
    • Create a call-to-action.
    • Optimize your landing page.
    • Create an effective form.
    • Develop a database.
    • Raise vs lower your lead quality.
    • Use keywords to identify opportunities.

 

  • Transform Leads to Customers:
    • Stages in buying process.
    • Customize the experience.
    • Nurture leads through email marketing.

 

  • Create a Positive Purchase Experience:
    • Make the purchase process clear and simple.
    • Fix problems immediately.
    • Know your competition.

 

  • Exceed Customer Expectations:
    • Create loyal customers.
    • Tailor email programs.
    • Monitor social channels.

 

  • Create Loyal Advocates:
    • Engage in social channels.
    • Amplify followers.
    • Obtain referrals.
    • Obtain spokespeople or referrals.

 

  • Measure and Optimize:
    • Review Goals.
    • Measure.
    • Optimize.
Course Content:
  • Fundementals of Growth Hacking:
    • What is growth hacking?
    • What makes a great growth hacker?
    • The process of growth hacking.
    • Understanding the funnel.

 

  • Developing a plan for growth:
    • Understanding your customer.
    • Understanding your product.
    • Identifying your core strengths.
    • Setting up your tracking and analytics.

 

  • Preparing for Growth:
    • Integrate remarketing.
    • Build an incredible experience.
    • Evaluate your fit.
    • Leverage your customers.
    • Retain your existing users.

 

  • Planning Clear Tests:
    • What is A/B Testing?
    • Data-driven growth hacks.
    • Handling failed experiments.

 

  • Choosing your Growth Hack:
    • Finding your opportunity.
    • Staying focused.
    • Reaching your competition.

 

  • Generate your Audience:
    • Identify core influencers.
    • Unlock virality.
    • Taking a less-direct approach.
    • A look at research tools.

 

  • Incentivize your users:
    • Creating an incentive strategy.
    • Exclusivity as an incentive.
    • Social-Currency incentives.

 

  • Generating Growth Moments:
    • Creating partnerships.
    • Consider walking the gray line.
    • API integrations.

 

  • Case Studies:
    • Airbnb
    • Tinder
    • Square
    • JetBlue
    • Uber
Course Content:
  • Introduction:
    • The Strategy Problem.

 

  • Find your Business Strategy:
    • Knowing who you are.
    • Defining your narrative statement.
    • Identifying emotional needs.
    • Creating a value statement.

 

  • Define your Target Customers:
    • Identifying customer groups.
    • Creating a customer persona.
    • Measuring customer lifetime value.
    • Quantifying customer loyalty.

 

  • Research: Find What Your Customers Want:
    • Researching keywords to find the audience needs and interests.
    • Using Google Trends to find Market Trends and Customer Insights.
    • Developing your initial plan.
    • Using micro-moments to create customers.

 

  • Clearly Identify Business Goals and Build Processes:
    • Defining your marketing goals.
    • Differentiating between acquisition and engagement.
    • Understanding messaging and objectives.
Conversion Rate Optimization Syllabus:
  • Understanding Conversion Rate Optimization (CRO):
    • Understanding best practices vs testing.
    • Debunking CRO myths.
    • Leveraging the three components of CRO.
    • Using a structured process.

 

  • Setting CRO Goals:
    • Identifying goals.
    • Using micro conversions vs macro conversions.
    • Ranking your goals.
    • Case Study: Unique goals for the Tourism BC Thank You page.

 

  • Understanding your Target Audience:
    • Understanding your prospect's perception filters.
    • Using the top five research models - Part I.
    • Using the top five research models - Part II.
    • Understanding how qualitative and quantitative data work together.
    • Using segmentation to create relevance.

 

  • Prioritizing Testing Opportunities:
    • Understanding & prioritizing funnel stages.
    • Prioritizing high potential pages.
    • Prioritizing high importance pages.
    • Prioritizing high ease pages.
    • Creating your PIE table.

 

  • Creating Test Hypothesis:
    • Using the LIFT model.
    • Understanding the hypothesis structure.
    • Case Study: Iron Mountain Test.
    • Testing your value proposition: The PODs, POPs and POIs framework.
    • Case Study: Value proposition test wireframes.

 

  • Setting up your Test:
    • Understanding test technology.
    • Selecting your test type: A/B vs MVT vs split-path vs site-wide tests.
    • Selecting a testing tool.
    • Creating test variations.
    • Combining CRO and SEO.

 

  • Analyzing your Test Results:
    • Understanding testing-tool statistics.
    • Gaining insights from tests.
    • Understanding losing tests.

 

  • Be an optimizing champion:
    • Be an optimizing champion.