digital marketing strategy + tactics
TRANSCRIPT
Digital Marketing Strategy + Tactics
1
A growth model that matters.
Start date: 21 February Cost: R999 Duration: 2 months
On a mission to digitise AfricaWe facilitate each step of the way.
Digital StrategyWe believe that our strategy forms the foundation to real skills that matter to the digital agency.
Keyword Research We want every digital marketer to have this skill. It affects both Search Marketing and Social Media.
InternshipWith the shortage of skills, digital agencies are looking for motivated interns to grow into digital marketers.
Continuous LearningThe changing landscape requires digital marketers to always be on top of their game.
Leading Marketers Start With Business Objectives First
95% of leading marketers agree that "to truly matter, marketing analytics' KPIs must be tied to broader business goals.”
- Google & Econsultancy
Our growth model delivers on 3 key principles
Donut Marketing
Architecture & Planning
Reporting Formula
Adaptability Is More Vital To Success Than Ever
Change is going to happen whether you pursue it or not
Digital is movingly too rapidly for traditional curriculums.
Content + Analytics creates a model for success
What Is The Common Thread?
We Want Your Growth Strategy To Come From Data
KPI’s Planning Execution Reporting
Executing on data insights has taken us to #1
Strategist Content Optimisation
CONTENT CONTRIBUTOR
Neil PurseyCOURSE CONVENER
A thought-leader in the digital marketing space, having spoken at
conferences like Wordcamp and top Institutions in South Africa. He
was also fortunate enough to be one of five co-founding members to
the GROW Academy, an NGO focused on providing digital marketing
training to over 1000 of South Africa’s under-resourced youth.
He has 10 years experience in search marketing and has taken a small
startup, Webgrowth, to become one of the leading digital marketing
training companies in South Africa.
He brings knowledge and skills transfer to every teaching session.
Guiding you through the myriad of digital marketing jargon, keeping it
simple - yet effective for all levels of digital marketers.
Neil’s role as a mentor was vital for my career. It marked the beginning of a professional career
in SEO for me. I had no idea how valuable these
skills would be.
Shu-aib Benjamin, Cape Town
Freelance Digital Marketer, 6 years experience
“
From our decade of experience we want digital marketers to understand strategy first and then only learn the technical skills of
digital marketing. A digital marketer with only technical skills and no understanding of how to apply them, won’t be equipped to manage and execute on client projects. A lack of strategy is a common problem
we are seeing in the digital industry - this course is aimed at addressing this problem, which will make our graduates a valuable asset to any
company.
- Neil Pursey, Founder of Webgrowth
“
What’s in store. Our course plan for 2017
Keyword research
Competitor analysis
Content optimisation
2
3
4
5
Contentpromotion
6
Reporting
Strategy + Foundation
Tactics
1
R999
R499
R499
R499
R499
R499
We’re putting each skill set into it’s own module, which can be accessed on payment. This makes our course content focused, achievable and in line with each student’s career growth.
Strategy first
Advanced Continuous Learning
Course content is delivered online using video and quizzes.
“ Neil’s approachable manner to lectures and
course topics is highly effective, relatable and
leaves the students with real-life knowledge of
how the topic can be used in their personal
environment.
Warren Harding, Cape Town
Facilitator and head lecturer, IAB / AAA: Digital
Media & Marketing course.
The Course OutlineDuration: 2 months
Cost: R 999
Keyword research
Competitor analysis
Content optimisation
Website architecture
Content promotion
Reporting
Landing pages
searc h intent
✓ Our approach to keyword research.
✓ Keyword influence on website
architecture.
✓ Keyword influence on social.
✓ Excel layout and planning.
✓ Tools we like to use.
“ Keyword research is the foundation to all our campaigns. Without it, we’d be lost.
You will learn the following
Keyword research
Keyword research
Competitor analysis
Content optimisation
Website architecture
Content promotion
Reporting
Landing pages
Website architecture
“ Too many websites have poor website architecture. Its level of importance is often underestimated.
You will learn the following
A
B
C
1
3
3
✓ Aligning website architecture to business
objectives.
✓ Integrating user intent and keywords.
✓ The secret art of URL structure.
✓ Introduction to content pillars and planning.
✓ Ecommerce vs static architecture.
✓ How to apply best practices to Wordpress.
Keyword research
Competitor analysis
Content optimisation
Website architecture
Content promotion
Reporting
Landing pages
Competitor analysis
You will learn the following
“ Your competitors can give you critical insight. Know where and how to find this data.
✓ The most important data.
✓ The correct tools to pull data.
✓ Where and how to find data.
✓ Getting strategic with the data.
Competitor analysis
Content optimisation
Content promotion
Reporting
Landing pages
Keyword research
Website architecture
Landing pages
You will learn the following
✓ Case studies that have worked.
✓ Key elements to every landing page.
✓ 2017 web design principles.
✓ Tools we like to use.
✓ Tracking and reporting.
“ Where it all comes together. Translate traffic into leads.
Competitor analysis
Content optimisation
Content promotion
Reporting
Landing pages
Keyword research
Website architecture
Content optimisation
You will learn the following
“ Content optimisation is no longer a tactic but rather astrategy.
✓ The new SEO for 2017.
✓ Building SEO into the editorial process.
✓ Optimising for click through’s.
✓ Combining Social and Search
optimisation.
✓ The importance of evergreen content.
✓ Tools we like to use.
Competitor analysis
Content optimisation
Content promotion
Reporting
Landing pages
Keyword research
Website architecture
✓ Importance of content packaging.
✓ Platforms to focus on in 2017.
✓ Aligning objectives to promotion KPI’s.
✓ The Webgrowth approach to promotion
techniques.
✓ When to use Adwords.
✓ When to use Social.
✓ When to use Email.
Content promotion Content creation
Content optimisation
Content promotion
You will learn the following
Competitor analysis
Content optimisation
Content promotion
Reporting
Landing pages
Keyword research
Website architecture
Reporting
You will learn the following
✓ Reporting formula: Clickability X Shareability X Distribution.
✓ Aligning business objectives to reporting.
✓ Webgrowth’s preferred reporting layout.
✓ Tools we like to use.
Webgrowth’s course taught me all I needed to
know about digital marketing. It gave me the
foundation to launch into my internship. I love
how Webgrowth embraces continuous learning
and career growth. Their course was a life
changer for me.
Mojalefa MJ Mothudi, Johannesburg
Search Engine Marketer, 1 year experience
“
Thank you for your time
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