importance of building and working with a strategic marketing plan
to guide your efforts and prioritise your use of resources.
Learn how to profile
and target your optimum target markets.
Have an up-to-date
understanding of how the web works, how search engines are vital to
your efforts, and how to integrate your marketing communications.
Know how to apply
the latest search engine optimisation (SEO) techniques to your site,
to maximise visitor traffic from the leading search engines.
Have a step-by-step
approach to creating and managing your own e-shot or e-newsletter
Have answered all of
your questions about marketing, business development, and
opportunities within the digital landscape
What your business needs
The integrated marketing
objectives: what are you trying to achieve?
Who are your target
strategies and campaigns – what are your options?
Five main areas of
communication: Direct Selling, PR, Advertising, Direct Marketing,
What client data do
you hold, and how are you using it?
Optimising your website
and online visibility
How are websites
found by the engines?
How are they read by
visitors and users?
ranking and visibility
optimisation, including metatags
Links, blogs, social
The secrets of
Integration – how
your site supports other marketing efforts
Data and list
E-shots – frequency,
Pay per click
campaigns and AdWords
lists and PPC campaigns
How to write
Summary and Conclusion