Introduction to Digital Marketing

Lesson Plan

Understanding the importance of establishing a strong online presence.
Creating a basic website using Wix, a free website builder.
Customizing website templates. Creating pages “About Us”, “Contact Us”, “Services”, or “Portfolio” pages.
Adding interactive elements: sliders, galleries, animations, and social media widgets.

Introduction to social media marketing and its importance in reaching a wider audience.
Hands-on practice with creating social media accounts and planning a social media strategy.
Setting up a social media dashboard on Hootsuite to manage multiple accounts and track analytics across social media platforms.
Developing social media content strategies and creating engaging content.
Analyzing social media data and using Hootsuite’s analytics tools.

Introduction to email marketing and its effectiveness in driving customer engagement.
Creating and sending email campaigns using Mailchimp, a free email marketing tool.
Creating and designing a newsletter template in Mailchimp.
Crafting compelling subject lines and email copy that engages the audience.
Integrating images and videos in email campaigns to increase engagement.

Introduction to SEO and its importance in driving website traffic and visibility.
Keyword research: Learn how to use free keyword research tools such as Google Keyword Planner to identify relevant keywords for your website and optimize your content accordingly.
On-page optimization: Practice optimizing your website pages with proper title tags, meta descriptions, header tags, and image alt tags to improve your website’s visibility on search engines.
Off-page optimization: Explore different techniques for building backlinks, such as guest blogging, social media promotion, and directory submissions, to increase your website’s authority and search engine ranking.

Introduction to PPC advertising and its effectiveness in driving targeted traffic to your website.
Creating and managing a PPC campaign using Google Ads.
Researching target audience demographics and interests to inform ad targeting.
Creating ad copy and visual content that is relevant to the target audience.
Setting up ad campaigns with specific goals, such as increasing website traffic or product sales.

Introduction to content marketing and its effectiveness in attracting and retaining customers.
Creating and publishing different types of content, such as blog posts and videos.
Creating engaging content. Using Canva or Piktochart to design visual content.
Distributing content: explore different channels for distributing your content.
Repurposing your content for different formats and channels.

Introduction to influencer marketing and its effectiveness in reaching a wider audience through influencers.
Identifying and researching potential influencers for a brand or product using Instagram’s built-in search and discovery tools.
Measuring and evaluating the success of influencer campaigns using data and analytics to optimize future campaigns.

Introduction to analytics and reporting and their importance in measuring the effectiveness of digital marketing campaigns.
Setting up and analyzing website and social media analytics using Google Analytics and Hootsuite.
Creating data visualizations using charts, graphs, and other tools to present data in an easy-to-understand format.
Identifying the most effective marketing channels for generating leads based on conversion rates.

Introduction to marketing automation and its effectiveness in streamlining marketing tasks and improving efficiency.
Setting up lead capture forms and integrating them into a website or landing page.
Automating social media posting and scheduling using HubSpot’s social media tools.

CHF 150.00