Optimize your digital marketing for export success
Drive your digital marketing to higher levels
Optimize your performance in online channels for immediate results. This course helps you to develop your digital marketing strategy and understand the key success factors for a converting website, a high ranking in Google, and effective social media. At the end of the course, you will have your improvement plan and quick wins ready.
CERTIFICATION
A certificate will be awarded after attendance of the webinars and completion of the assignments and tests.
10 MODULES
The course ‘Optimize your digital marketing’ consists of 10 modules. Each module is built up in two blocks: a live, interactive webinar (60-90 minutes) and assignments to be completed afterward. The webinars are recorded and made available for participants who registered but are unable to attend the live webinar.
Have a look at the content of the modules below:
1. Your optimized homepage
The homepage is your main landing page. In this module you will learn about the key success factors to make your homepage effective.
Subjects that will be covered are:
- What makes a digital marketing strategy relevant in your export business?
- Key success factors for digital marketing
- How to optimize ‘inbound’ digital marketing in your export marketing strategy
- The pillars of a digital marketing strategy
- Digital touchpoints in the customer journey
- The channels to emphasize on in different parts of the customer journey
At the end of the module, you will have a better understanding of the importance of a digital marketing strategy, the key success factors and how to develop a successful digital marketing strategy for your own business.
2. Calls to action, about us & product page
Ever asked yourself how you can make your website work for you? Your company website is tool for online conversion. After this module, you are able to convert visitors into customers.
The focus of this module lays on the following subjects:
- Prioritizing your customers and segments
- Applying a content goal matrix
- Focusing on your value proposition
- Attracting attention and interest of website visitors
- Effectively using call-to-actions
- Optimizing your homepage
Having followed this module, you will have a better understanding on how to apply key principles to achieve tangible website goals. Next to this, you will be able to make a content goal matrix, assess your own homepage with our checklist, and identify quick wins for immediate improvement.
3. Usability success factors
During this module, we focus on usability – the ease with which visitors are able to use a website to find what they are looking for. Your website structure, landing pages, and ease of navigation are important elements to get a website visitor to complete your conversion goals.
The following subjects will be handled during this module:
- Optimizing visual content on your website
- How to apply effective web writing techniques
- Being consistent with standard conventions
- Optimize your website structure and navigation
- Make use of responsive design
- Develop effective product landing pages
After this module, you will know the usability guidelines and have a better understanding on how to effectively guide your website visitors through your website. During a homework assignment, you will asses your organization’s website with our usability and navigation checklist. Afterwards, you will have identified quick wins for immediate improvement.
4. Your content & keyword strategy
Every business would like to be listed in the top position in Google. By applying fundamental search engine optimization (SEO) techniques, you can make this happen. In this module, you will learn how to get there in an organic way.
The module covers:
- The fundamentals of SEO
- The relationship between content marketing and SEO
- Identification and prioritization of relevant keyword strings
- Tools to do your keyword research
At the end of the module, you will have a better understanding of the fundamentals to get a high listing in Google’s search engine result pages. Next to this, you will know how to do keyword research, select the right keywords and how to optimize your content marketing. After having carried out the homework assignment, you will have a checklist of priority keywords for your content marketing ready to go.
5. A high ranking in Google – part 1
On top of keyword rich content, optimized URLs and customized title and description tags are very valuable for a high ranking in Google. In this module, you will learn how to do it.
The module covers:
- Search engine friendly URLs
- The power of title tags
- How to create effective description tags
- Keyword rich content and alt tags
At the end of the module, you will have a better understanding of the importance and success factors of search engine friendly urls and metatags. You will be able to assess your own urls and metatags against our checklist and have quick wins for immediate improvement ready to go.
6. A high ranking in Google – part 2
Apart from the marketing related keyword rich content, urls, and metatags, several technical issues impact on a high ranking in Google. In this module, you will learn the most important ones and how to make them work in your favour.
The module covers:
- The importance of an XML sitemap and how to create one
- Responsiveness as a necessity
- Avoidance of duplicate content through site redirect
- The importance of a fast and secure site
- Integration with your social channels
At the end of the module you will have a better understanding of the importance of a set of technical factors and how to use them for a high listing in Google. You will be able to assess your own website against these factors, test your own ranking vis-à-vis the competition and have good practices and quick wins for immediate improvement to take home.
7. Social media strategy & LinkedIn
The main social media networking platform for B2B is LinkedIn. In this module, you will learn how to optimize LinkedIn to expand and strengthen your b2b network and generate leads.
The module covers:
- Optimizing your personal profile and company page
- How to use LinkedIn to find and connect to buyers and experts
- Engaging in the groups, the communities of practice
At the end of the module, you will have a better understanding of the key functionalities of LinkedIn and how to make it work in your favour. You will be able to assess your own profile and company page against our checklist and good practices and have quick wins for immediate improvement to take home.
8. Facebook & Instagram for business
Although Facebook and Instagram are more suitable for B2C, it is still relevant to use these channels for your international B2B strategies. In this module, you will learn how to optimize Facebook and Instagram to engage with your (potential) customers and drive traffic to your website.
The module covers:
- Setting your Facebook and Instagram business goals
- Optimizing, scheduling and streamlining your social posts
- Facebook and Instagram campaigns
At the end of the module, you will have a better understanding how you can use Facebook and Instagram to achieve specific B2B business goals. You will be able to assess your social postings against our checklist and good practices and have quick wins for immediate improvement to take home.
9. YouTube & social media management
YouTube is the second largest search engine in the world and the main platform for video marketing. In this module, you will learn how to optimize YouTube for your international B2B marketing. Besides you will get an insight into social media dashboards that can help you to manage your different channels.
The module covers:
- How to optimize your YouTube channel
- Type of videos to publish on YouTube
- Enhancing findability of your videos
- Embedding videos
- Key features and benefits of selection of social media dashboards
At the end of the module you will have a better understanding how you can optimize YouTube and social media dashboards and make it work in your favour. You will be able to assess your own YouTube performance against our checklist and good practices and have quick wins for immediate improvement to take home.
10. Towards a digital marketing strategy
Now that you have an understanding of the key success factors for online marketing and got your improvement actions defined, it’s time to work on your digital marketing strategy!
The module covers:
- Digital touchpoints in the customer journey
- Identyfing key objectives and target audiences
- The channels to emphasize on in different parts of the customer journey
- Your digital strategy: prioritized activities, resources and monitoring and evaluation
You will walk away with a ready to go strategy and online marketing plan. After completing the test, you are able to claim your personal certificate.
APPLY FOR THIS COURSE
Thanks to everyone in the Globally Cool team for an excellent course on digital marketing!
Raúl Fernando Farías Bohórquez
Export Promotion Adviser, ProEcuador, Ecuador
It was great to have spent these weeks in your digital marketing training. The webinars are very well-structured webinars with lots of subjects that we are applying at the moment!
Imelda Echavarria
Proaji Cia Ltd & Pizca Foods Sac, Ecuador
Thanks so much to the Globally Cool team for the online digital marketing course. I learned so much!
Megan Sun
Marketing Manager, Mega Organik, Indonesia
Thank you for the excellent quality of the course, the instructors, and the great information taught during this whole month. It was really helpful, especially the YouTube module gave me lots of insights for an event that we are currently working on at Federacion Ecuatoriana de Exportadores.
Sebastian Moya
FEDEXPOR, Ecuador
The digital marketing course was a life-changing experience for me. What I was doing prior to the course wasn't at a high level. I ignored and overlooked some simple details that needed attention and would really make online efforts work better. I wish every business could get in touch with this education: their sales will never be the same again. I'm excited I partook in this education. Many thanks to our facilitators who made learning practical and easy to understand. Hoping to meet you again.