Digital Marketing Forward Thinkers Course

Welcome to the Futureproof Digital Marketing Course. Whether you’re a business owner, marketing professional, or aspiring digital marketer, this course provides the knowledge and practical skills you need to succeed in the digital realm.

Key benefits:

• Master all major digital marketing channels and understand how they integrate
• Learn to create data-driven marketing strategies that deliver measurable results
• Develop practical skills in audience research and brand development
• Gain expertise in emerging technologies like AI and prompt engineering
• Stay ahead with insights into the latest digital marketing trends and best practices
• Track your progress with knowledge checks and assessments
• Access regularly updated content reflecting the latest industry changes

Whether you’re looking to grow your business, advance your career, or start your journey in digital marketing, this course provides the comprehensive foundation you need. Join us to develop the skills and confidence to succeed in today’s digital marketing landscape.

Modules

Module 1: Digital marketing fundamentals

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Module 2: Audience understanding and engagement

1. Digital Marketing Fundamentals

What is Digital Marketing?

A comprehensive introduction to digital marketing, covering its definition, core components, and how it differs from traditional marketing. Explores the digital marketing mix and its role in modern business.

The Importance of Digital Marketing

Examines why digital marketing is crucial in today’s business landscape, including reach, cost-effectiveness, measurability, and competitive advantages. Includes case studies and statistics.

Key Metrics

Deep dive into essential digital marketing metrics and KPIs. Covers traffic metrics, engagement rates, conversion rates, ROI, and how to choose the right metrics for different goals.

Using Data

Guide to data-driven decision making in digital marketing. Covers data collection, analysis, interpretation, and how to use insights to improve marketing performance.

Understanding Compliance

Overview of digital marketing compliance including GDPR, CCPA, email regulations, and advertising standards. Practical guide to maintaining compliance while marketing effectively.

Integrating Channels

Exploration of how different digital marketing channels work together. Covers cross-channel marketing, attribution modeling, and creating seamless customer experiences.

The Big Players in Digital Marketing

Analysis of major digital marketing platforms (Google, Meta, Microsoft, etc.) and their roles in the digital marketing ecosystem.

2. Audience Research & Brand Development

Audience Understanding

Understanding Your Target Audience

Comprehensive guide to identifying and understanding target audiences. Covers market research basics, demographic vs psychographic profiling, and audience analysis tools.

Customer Personas

Step-by-step guide to creating detailed buyer personas. Includes templates, research methods, and how to use personas in marketing strategy.

Customer Journey Mapping

How to map and understand the customer journey from awareness to purchase. Includes touchpoint analysis, pain point identification, and optimization strategies.

Audience Segmentation

Techniques for effectively segmenting audiences. Covers behavioral, demographic, and psychographic segmentation strategies.

Brand Development

Developing Your Brand Identity

Comprehensive guide to creating a strong brand identity, including visual elements, brand personality, and positioning.

Unique Selling Propositions

How to identify and develop compelling USPs. Includes competitive analysis and differentiation strategies.

Value Proposition Creation

Step-by-step guide to creating effective value propositions that resonate with target audiences.

Brand Voice and Messaging

Guide to developing consistent brand voice and messaging across all channels.

Brand Guidelines

How to create and maintain comprehensive brand guidelines for consistent brand presentation.

Brand Storytelling

Techniques for effective brand storytelling, including narrative development and emotional connection.

Engagement Strategy

Engagement Fundamentals

Core principles of customer engagement, including psychological factors and engagement metrics.

Customer Experience Optimization

Strategies for optimizing customer experience across all touchpoints.

Community Building

Guide to building and nurturing online communities around your brand.

Measuring Engagement

Methods and metrics for tracking and improving customer engagement.

Personalization Strategies

Techniques for personalizing marketing communications and customer experiences.

Retention Strategies

Comprehensive guide to customer retention tactics and loyalty programs.

3. Search Engine Optimisation (SEO)

Fundamentals

What is SEO?

Introduction to search engine optimization, covering basic principles, how search engines work, and why SEO matters for businesses.

SEO and Website Design

How website design impacts SEO, including best practices for SEO-friendly design and development.

On-Page SEO

Comprehensive guide to optimizing individual web pages, including title tags, meta descriptions, header tags, and content optimization.

Off-Page SEO

Overview of external factors affecting SEO, focusing on building site authority and reputation.

Technical SEO

Technical SEO

Deep dive into technical aspects of SEO, including site architecture, crawlability, and indexation.

Site Speed

Guide to optimizing website performance, including speed optimization techniques and tools.

Mobile Optimization

Strategies for mobile-first optimization, including responsive design and mobile-specific SEO considerations.

URL Structures

Best practices for URL optimization, site structure, and navigation hierarchy.

Structured Data

Implementation guide for schema markup and structured data to enhance search visibility.

Accessibility in SEO

How to make websites accessible while maintaining strong SEO performance.

Content & Keywords

Keyword Research

Comprehensive guide to finding and prioritizing keywords, including search intent analysis.

Content Optimization

Strategies for creating and optimizing content for both users and search engines.

Image SEO

Best practices for image optimization, including alt tags, compression, and file naming.

Video SEO

Techniques for optimizing video content for search visibility.

SEO Featured Snippets

How to optimize content for featured snippets and rich results in search.

Link Building

Link Building

Fundamentals of building quality backlinks and improving domain authority.

Advanced Link Analysis

Deep dive into analyzing link quality, identifying opportunities, and evaluating link profiles.

Guest Blogging

Strategies for effective guest blogging and building authoritative backlinks.

Social Signals

Understanding the relationship between social media and SEO performance.

Brand Building

How brand building efforts contribute to SEO success.

Influencer SEO

Leveraging influencer relationships for SEO benefits.

Specialised SEO

Specialized SEO

Overview of niche SEO applications and industry-specific optimization.

Local SEO

Complete guide to optimizing for local search results.

International SEO

Strategies for optimizing websites for multiple countries and languages.

SEO for Ecommerce

Specific SEO techniques for online stores and product pages.

Voice Search

Optimizing for voice search and virtual assistants.

Bing SEO

Specific optimization strategies for Microsoft’s Bing search engine.

Management & Advanced

SEO Management

Guide to managing SEO projects and teams effectively.

Tools

Overview of essential SEO tools and how to use them effectively.

SEO Audits

How to conduct comprehensive SEO audits and implement improvements.

Competitor SEO Analysis

Techniques for analyzing and learning from competitor SEO strategies.

Penalties and Recovery

Identifying and recovering from search engine penalties.

Sustainable SEO

Long-term SEO strategies that withstand algorithm updates.

AI and Machine Learning

How AI and machine learning are impacting SEO practices.

4. Pay-Per-Click (PPC) Marketing

Fundamentals

What is PPC?

Introduction to paid search advertising, including basic concepts and platforms.

PPC Campaign Fundamentals

Core concepts of creating and managing PPC campaigns.

Setting Up Your First PPC Campaign

Step-by-step guide to launching your first PPC campaign.

Core Concepts

Keyword Strategies for PPC

Advanced keyword research and selection for paid search campaigns.

Ad Copywriting

Guide to writing effective PPC ad copy that converts.

Landing Page Optimization

Best practices for creating high-converting landing pages.

Advanced Targeting Techniques

Sophisticated audience targeting methods in PPC advertising.

Advanced PPC

Advanced PPC

Advanced PPC strategies and techniques for experienced advertisers.

Retargeting and Remarketing Essentials

Complete guide to retargeting visitors and past customers.

Shopping Ads Management

How to set up and optimize shopping campaigns for e-commerce.

Ad Extensions

Maximizing ad performance with various extension types.

Bid Management and Automation

Advanced bid strategies and automated campaign management.

Mobile PPC Advertising

Specific strategies for mobile PPC success.

Strategy & Management

PPC Management

Comprehensive guide to managing PPC accounts and campaigns.

Cross-Channel PPC Strategies

Integrating PPC across multiple platforms and channels.

Lead Generation vs Sales

Different strategies for lead gen and direct sales campaigns.

Optimising Ad Spend for Maximum ROI

Advanced techniques for improving campaign ROI.

Seasonal PPC Campaigns

Planning and executing seasonal advertising campaigns.

Analytics and Reporting

Understanding PPC metrics and creating meaningful reports.

Fraud Detection and Prevention

Protecting campaigns from click fraud and invalid traffic.

Regulations and Compliance

Staying compliant with advertising regulations and policies.

5. Social Media Marketing

Fundamentals

What is Social Media Marketing?

Introduction to social media marketing principles and strategy.

Platforms

Overview of major social media platforms and their characteristics.

Platform-Specific Strategies

Facebook Marketing

Comprehensive guide to marketing on Facebook and its ad platform.

Instagram Marketing

Strategies for building and engaging Instagram audiences.

LinkedIn Marketing

B2B marketing strategies and professional networking.

TikTok Marketing

Engaging Gen Z and creating viral short-form content.

X Marketing

Leveraging Twitter/X for brand engagement and customer service.

YouTube Marketing

Video marketing strategies and YouTube channel optimization.

Pinterest Marketing

Visual marketing and driving traffic through Pinterest.

Snapchat Marketing

Engaging younger audiences through ephemeral content.

Content & Management

Content Creation

Creating engaging social media content across platforms.

Content Calendar and Scheduling

Planning and managing social media content effectively.

Community Management

Building and managing online communities.

Crisis Management

Handling social media crises and reputation management.

Analytics and Metrics

Measuring social media success across platforms.

Advanced Social

Advanced Social

Sophisticated social media marketing techniques.

Advertising

Advanced social media advertising strategies.

Influencer Marketing

Working with influencers effectively.

B2B vs B2C

Different approaches for business and consumer audiences.

Cross-Promotion and Integration

Integrating social media with other marketing channels.

Ethical Practices

Ethical considerations in social media marketing.

Emerging Trends

Latest trends and future of social media marketing.

6. Content Marketing

What is Content Marketing?

Foundation principles of content marketing strategy.

Content Strategy Development

Creating effective content marketing strategies.

Content Distribution

Methods for distributing and promoting content.

Content Analytics

Measuring content marketing performance.

Content Optimization

Optimizing content for maximum impact.

7. Email Marketing

What is Email Marketing?

Fundamentals of effective email marketing.

List Building and Management

Growing and maintaining email lists.

Email Campaign Creation

Creating effective email marketing campaigns.

Email Analytics

Measuring email marketing success.

Automation and Personalisation

Advanced email automation strategies.

8. Affiliate Marketing

What is Affiliate Marketing?

Introduction to affiliate marketing models.

Setting Up Programs

Creating and launching affiliate programs.

Partner Management

Managing affiliate relationships effectively.

Tracking and Analytics

Monitoring affiliate program performance.

9. Video Marketing

What is Video Marketing?

Introduction to video marketing strategy.

Platform-Specific Video Strategies

Optimisng video for different platforms.

Video Optimisation

Technical aspects of video optimization.

Video Analytics

Measuring video marketing success.

10. Artificial Intelligence

AI in Digital Marketing

How AI is transforming digital marketing practices.

Prompt Engineering

An overview of how to prompt AI.