Digital Marketing Strategy Training Course

Participants can diagnose internal and external conditions affecting digital marketing performance.

• PESTLE analysis identifying macro factors affecting digital demand and regulation
• Porter's Five Forces assessing competitive pressure and market attractiveness
• SWOT analysis separating evidence, implications, priorities and strategic choices
• Internal audit covering brand assets, data, technology, skills and processes
• Competitor benchmarking across propositions, content, search visibility and paid activity
• Opportunity statements ranked by customer value, feasibility and strategic fit

Participants can identify priority audiences and build evidence-based marketing personas.

• Segmentation variables combining needs, behaviours, value and purchase context
• STP model selecting attractive segments and defining positioning priorities
• Persona profiles built from research, CRM records and behavioural evidence
• Jobs to Be Done revealing customer motivations and purchase barriers
• Voice-of-customer sources including interviews, reviews, service logs and search queries
• Segment prioritisation matrix using size, value, accessibility and strategic relevance

Participants can translate customer insight into differentiated digital value propositions.

• Value proposition canvas matching customer pains, gains and required jobs
• Positioning statements specifying audience, category, difference and supporting proof
• Message hierarchy aligning corporate claims, campaign messages and conversion copy
• Proof points drawn from evidence, expertise, outcomes and customer validation
• Brand consistency rules across websites, email, social and paid media
• Objection handling content for risk, price, credibility and switching concerns

Participants can map customer journeys and assign channel roles across the RACE lifecycle.

• RACE framework organising reach, act, convert and engage activities
• Journey maps documenting customer goals, touchpoints, emotions and friction
• Moments of truth identified across discovery, evaluation, purchase and service
• Channel roles assigned by lifecycle stage, audience need and intent
• Cross-channel handoffs between paid media, landing pages, email and sales
• Journey gaps prioritised through impact, effort and customer risk

Participants can set measurable objectives and design a KPI framework for digital activity.

• SMART objectives expressed through baseline, target, timeframe and accountable owner
• KPI hierarchy linking business outcomes, marketing outcomes and channel metrics
• Leading indicators distinguished from lagging indicators and vanity metrics
• Measurement plans specifying data sources, frequency, owners and decision thresholds
• North-star metrics selected for growth, retention or service improvement
• Target setting using historical performance, benchmarks and capacity constraints

Participants can specify practical analytics and attribution approaches for marketing decisions.

• Web analytics events mapped to customer actions and business outcomes
• UTM naming conventions creating consistent campaign source and content reporting
• Conversion tracking requirements for forms, purchases, calls and qualified leads
• Attribution models comparing last-click, linear, position-based and data-driven approaches
• Dashboard design separating executive decisions from channel optimisation decisions
• Data quality checks covering consent, duplication, missing fields and tracking errors

Participants can select and integrate channels according to audience, objective and lifecycle role.

• Owned, earned and paid media evaluated against control, cost and credibility
• Channel selection matrix using audience fit, intent, reach and conversion potential
• Portfolio balance between demand capture, demand creation and customer retention
• Integrated campaign architecture connecting messages, offers, assets and touchpoints
• Channel conflict risks managed across direct sales, partners and distributors
• Contact strategy defining frequency, sequencing, suppression and escalation rules

Participants can develop a content strategy that supports customer needs and campaign objectives.

• Content pillars derived from audience needs, brand expertise and commercial priorities
• Editorial calendar scheduling formats, owners, distribution and approval milestones
• Content funnel mapping awareness, consideration, decision and retention assets
• Topic clusters organising pillar pages, supporting articles and internal links
• Content briefs specifying audience, purpose, message, evidence and call-to-action
• Repurposing plans adapting core assets for email, social, video and sales

Participants can improve website conversion paths through evidence-based user experience decisions.

• Conversion paths mapped from entry source through action confirmation
• Landing page anatomy covering proposition, proof, friction and call-to-action
• Heuristic evaluation identifying usability barriers, ambiguity and unnecessary effort
• Form optimisation reducing fields, perceived risk and abandonment triggers
• A/B testing hypotheses defined with variants, metrics, sample and decision rules
• Accessibility considerations using WCAG principles for content and interactions

Participants can create an SEO plan linking search demand, content and technical priorities.

• Keyword research separating informational, commercial and transactional search intent
• Search demand analysis using volume, difficulty, relevance and conversion potential
• On-page SEO covering titles, headings, metadata, copy and internal links
• Technical SEO priorities including crawlability, indexing, speed and mobile usability
• Local SEO tactics using business profiles, citations, reviews and location pages
• SEO roadmap prioritising quick wins, content development and technical dependencies

Participants can plan paid media campaigns with appropriate targeting, bidding and controls.

• Paid search account structure aligning campaigns, ad groups and keyword themes
• Audience targeting choices using intent, demographics, behaviour and remarketing
• Bidding strategies selected against traffic, conversion value and efficiency objectives
• Ad copy frameworks matching search intent, proposition and landing page
• Media plan calculations for impressions, clicks, conversions, CPA and return
• Brand safety controls covering placements, exclusions, fraud and unsuitable content

Participants can define social media roles, content formats and community response processes.

• Platform selection based on audience behaviour, content fit and commercial role
• Organic social content mix balancing education, credibility, interaction and conversion
• Community management protocols for response times, escalation and sensitive issues
• Social listening methods identifying themes, sentiment, questions and emerging risks
• Creator partnerships assessed through audience relevance, authenticity and disclosure requirements
• Social performance metrics linked to reach, engagement, traffic and conversion

Participants can design permission-based email programmes that nurture and retain customers.

• Email list strategy covering consent, preference capture and acquisition sources
• Lifecycle email programmes for onboarding, nurture, conversion and reactivation
• Segmentation rules using profile data, behaviour, value and engagement
• Automation workflows triggered by sign-up, browsing, purchase and inactivity
• Email copy and design principles improving relevance, clarity and action
• Deliverability controls covering authentication, list hygiene, frequency and suppression

Participants can build integrated campaign plans and briefs for internal or agency teams.

• Campaign proposition defined through audience tension, promise and supporting evidence
• Creative brief sections covering objective, audience, insight, message and mandatories
• Campaign calendar sequencing teaser, launch, optimisation and follow-up activity
• Offer design balancing customer value, commercial return and operational capacity
• Asset matrices matching formats and messages to channel requirements
• Campaign governance assigning decision rights, approvals, deadlines and contingencies

Participants can allocate marketing resources and forecast campaign results using stated assumptions.

• Zero-based budgeting linking planned activity to objectives and expected outcomes
• Funnel forecasts estimating impressions, visits, leads, sales and revenue
• Customer acquisition cost calculated against conversion rates and media spend
• Lifetime value assumptions informing acquisition ceilings and retention investment
• Scenario planning comparing conservative, expected and stretch performance cases
• Resource plans covering internal roles, agencies, technology and production costs

Participants can incorporate privacy, governance and operational risk controls into digital plans.

• Consent management requirements for email, cookies, profiling and remarketing
• GDPR principles applied to lawful basis, minimisation and retention
• Data governance roles defining ownership, access, quality and accountability
• Brand governance controls for claims, approvals, disclosures and tone
• Crisis response plans covering misinformation, complaints, outages and reputational risk
• Supplier governance for agencies, platforms, creators and technology providers

Participants can operate a structured optimisation cycle using evidence and decision rules.

• Test-and-learn backlogs prioritised by expected impact, confidence and effort
• Experiment design specifying hypothesis, audience, variant, metric and duration
• Statistical significance interpreted with sample size, confidence and practical effect
• Performance reviews comparing actual results with targets, forecasts and benchmarks
• Root-cause analysis separating creative, audience, offer, channel and tracking issues
• Optimisation log recording decisions, evidence, outcomes and next actions

Participants can secure agreement for digital marketing priorities through clear stakeholder communication.

• Stakeholder mapping identifying influence, interest, objections and communication needs
• Executive narrative connecting investment requests to customer and commercial outcomes
• Decision papers presenting options, assumptions, risks and recommended actions
• Agency briefing meetings structured around scope, deliverables, timelines and measures
• Cross-functional alignment with sales, service, IT, legal and finance
• Presentation design using concise evidence, visual logic and decision prompts

Participants can build, review and present a complete digital marketing strategy with a 90-day implementation plan.

• SOSTAC strategy assembled from situation evidence, objectives and strategic choices
• Priority personas, journeys and propositions integrated into campaign architecture
• RACE channel plan connecting reach, conversion, retention and service activities
• Content, media, email and website actions scheduled within ninety days
• Budget, forecast and KPI dashboard tested against stated assumptions
• Peer review challenging evidence, feasibility, governance and measurement logic