1 June – LinkedIn Marketing Tech Lab Introduction Hi SMKers, Welcome to the first in our new series of LinkedIn Tech Labs. Today we are examining LinkedIn Pages and an overview of their associated functionalities. 10 June – LinkedIn Page Features Hi SMKers, Welcome to today’s Tech Lab, this week we are exploring the LinkedIn …
About this Lab SMK’s Social Media Trends Labs are quarterly 📅 FREE events for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation. Social Media Trends Labs delve into the latest data 📊 and performance insights from the major social networks, unpicking platform and behavioural …
Free Lab – 2022 Social Media Trends – August 2022 Read More »
Overview Conversion Rate Optimisation (CRO) Testing & UX Best Practices. Understanding CRO – How to develop an experimentation culture – Must-use tools for tracking and optimising digital marketing activity Maximising CRO across owned, earned and paid media activity – Full-funnel thinking Developing an effective data-driven approach – Web analytics – Social media tracking and pixels …
Strategy Course – Conversion Rate Optimisation (CRO) Masterclass (Members-only) Read More »
Overview Influencer Marketing Trends, Forecasts & Opportunities Trends, forecasts and benchmarks – Investment – Demographics – Emerging creator ecosystems – War for talent Evolution – Forums to mainstream media Influencer monetisation – Brand partnerships – Affiliate marketing Issues and challenges – Fraud – Reporting – Brand safety Native vs third-party tools Organic Influencer Marketing Best …
Strategy Course – Influencer Marketing Masterclass (Members-only) Read More »
Overview Understanding marketing opportunities & challenges Understanding TikTok & Snapchat – TikTok’s rise – Snapchat’s smothering by Facebook – Usage figures – Marketing uptake Business applications – Challenges and opportunities – Organic – Influencer – Ads Strategic thinking & channel set-up Strategic thinking – Objectives – Tactics – Resources Content marketing – Beware vanity metrics …
Strategy Course – Unlocking Snapchat & TikTok Marketing (30-day Access) Read More »
Overview Social ad landscape & tools of the trade 2021 Social advertising landscape – Usage figures & investment levels Apple iOS 14.5 and more – What does it mean for online ads? Targeting & Evaluation Social advertising tools of the trade Account management best practices Creative tools Ads evaluation, reporting & ROI Social reporting considerations …
Strategy Course – Social Media Advertising Masterclass (30-day Access) Read More »
Overview Digital marketing evaluation and optimisation best practices Developing an effective data-driven approach The problem with social engagement Brand versus direct response Understanding ROAS and ROI Defining conversions Understanding conversion attribution Navigating the shifting privacy landscape New ways of thinking post-privacy Google Analytics Google Analytics (GA) Background Code installation GA Structure Goal and event setting …
Overview Email marketing trends, innovations and email list building Email marketing in 2021 – Pros and cons – Has social replaced email? – Direct response vs brand – Email performance benchmarks Personalisation and automation Email innovations – AMP – Underexplored Gmail features Email data capture – Organic vs paid – Social best practices – Effective …
Strategy Course – Email Marketing Masterclass: Data, Design & CRM (30-day Access) Read More »
Overview Google Analytics set-up, Tag Manager and account optimisation Google Analytics (GA) Background Google Global Site Tag Google Tag Manager – Set-up – Overview: Tags, Triggers, Variables Native GA code installation GA Structure – Accounts – Properties – Views GA 4 Establishing conversions, setting up goals, using GTM for event tracking Establishing conversions – Macro …
Strategy Course – Google Analytics Masterclass (30-day Access) Read More »
Overview Facebook Marketing Opportunities & Challenges Facebook usage trends Engagement benchmarking Short-from and live video Facebook audio and podcasts Algorithm updates and community features Apple iOS 14 Strategy Reporting Account suspension issues Business Manager and back-end Engaging Facebook Users Within News Feeds & Beyond Maximising organic and paid reach – Benchmarking performance – Creative trends …
Strategy Course – Facebook Marketing Masterclass (30-day Access) Read More »
About this Lab SMK’s SOCIAL ADS & INFLUENCER MARKETING DECODED lab 🧪 was a FREE event for marketing communications professionals, agencies, not-for-profits and brands looking to stay at the forefront of digital disruption and marketing innovation 🧠. Decoded labs see SMK assembling an elite cast of digital marketing leaders to share experiences, industry insights and …
Free Lab – Social Ads & Influencer Marketing Decoded Lab Playback – Oct 2021 Read More »
Overview Website, email and SMS copywriting Owned media overview – Website – Email – SMS Measuring and evaluating owned media Conversion Rate Optimisation (CRO) Website copywriting best practices – Understanding web page content e.g. Title tags, headings, content, and internal links – Impact of technical and on-page SEO on copy – Leveraging structured data in …
Strategy Course – SEO Made Easy: Technical, On-Page & Off-Page Unravelled (Members-only) Read More »
Overview Digital copywriting trends, tools, challenges and opportunities 2022. Appreciating channel nuances – Owned media – Earned media – Paid media Factors driving changes in copywriting best practices – Algorithms – Ad standards – Regulations When might “best practice” actually be wrong Developing a style and voice – Tailoring copy by business goal – Copywriting …
Strategy Course – Digital Copywriting Masterclass: Social, Search & Web (Members-only) Read More »
Overview Issue discovery, rise of privacy & corporate governance Listening and monitoring – Signal vs noise – Why bad news isn’t always bad – Privacy paradigm shift Brand safety and moderation features Social media hubs – Duplication – Trolling – Fraud Transparency – Ad targeting and creative Messaging and bots – Website integrations Community Management, …
Strategy Course – Online Reputation, Crisis & Community Management (Members-only) Read More »
Overview Strategic thinking, channel planning and evaluation Background and challenges – Why is Content Marketing a big deal now? Strengths and weaknesses of major channels Content consumption trends Bigger picture thinking – Where do the best opportunities lie? – Harmonising paid and organic activity – Making owned media a focus – Strategies versus tactics Proving …
Strategy Course – Content Marketing Masterclass (Members-only) Read More »
Overview 2021 Digital Marketing Strategy & Planning Digital strategy framework Strategy vs tactics Big picture thinking Always on activity or piecemeal Awareness and direct response Earned, owned and paid media Online marketing spend benchmarks Exploding online ad costs Apple iOS 14 Reporting and evaluation Owned media – Website & email Purpose driven web design – …
Strategy Course – Digital Strategy Masterclass (Members-only) Read More »
Overview B2B and LinkedIn Social Media Marketing Opportunities B2B versus B2C social media marketing – Buyer behaviour – Content marketing – Engagement – Multimedia – Importance of brand building – Channel integration Social ad campaigns – Ad targeting – Funnel development – Account based marketing – Facebook vs. LinkedIn – iOS 14 – Performance benchmarks …
Strategy Course – LinkedIn & B2B Social Media Marketing (Members-only) Read More »
Overview YouTube overview and marketing opportunities The history and background of YouTube The importance of video right now Innovations and developments at YouTube Barriers to entry for Marketers – Role for video – Going viral – Performance campaigns – Video funnels – Brand safety – Production Setting up for success Preparing to get started on …
Strategy Course – YouTube Marketing: Organic & Paid Video Mastery (Members-only) Read More »
Overview Digital design principles, analytics & evaluation Appreciating digital design nuances – Channel vs outcome vs audience – Respecting design principles, but not being constrained Design concepts and useful tools Data driven design Harmonising creative and data Establishing effective feedback loops Defining design conversions Popular analytics tools Understanding conversion attribution Navigating the shifting privacy landscape …
Strategy Course – Digital Design For Non-Designers (Members-only) Read More »
Overview Video planning, strategy, evaluation & resourcing 2022 Video trends and evolution – Meta video optimisation – Life beyond Facebook & Instagram Strategic considerations – Content planning – Appreciating channel nuances for video – Tailoring video to customer journeys – Balancing awareness and direct response Evaluating and reporting on video – Organic social insights – …
Strategy Course – Social Media Video Masterclass (Members-only) Read More »
Overview Maximising Pinterest Marketing Opportunities Understanding Pinterest – Background – Who uses it – Why do they use it – How do they use it What are the marketing opportunities Thinking strategically Content marketing – What do Pinners want – How does the content differ to other social channels Community Paid campaigns Setting Up For …
Strategy Course – Pinterest Marketing Masterclass (Members-only) Read More »
Overview Instagram trends, strategy planning & evaluation Understanding Instagram’s rise – User profile – Covid impact – Why TikTok’s a big problem for Instagram Performance benchmarks – Organic performance – Ads Strategic considerations – Brand vs performance Tools & tech – Business Manager – Third-party tools Evaluation & reporting Content marketing, community & engagement Instagram …
Strategy Course – Instagram Marketing Masterclass (Members-only) Read More »
Overview Google Ads Updates, Optimisations & New Features Google Ads outlook – Performance benchmarks – Marketing investment – Competition: Facebook, Amazon, Retail media Search engine marketing (SEM) trends – Targeting – Creative – Automation Maximising YouTube – Brand campaigns – Direct response Google Display Network – Gmail, Maps, Shopping and more Google Search Engine Marketing (SEM) …
Strategy Course – Google Ads: Search, Display & Video (Members-only) Read More »
Overview Social media landscape and trends Social media landscape – Usage – Marketing investment levels Facebook growth and challenges – Why diversification is a must 2021 online video priorities – Big YouTube upside for brands – Why TikTok keeps Instagram awake at night LinkedIn finally comes good More niche marketing opportunities – Youth marketing on …
Strategy Course – Social Media Strategy Optimisation (Members-only) Read More »
Overview Understanding marketing opportunities & challenges Understanding TikTok & Snapchat – TikTok’s rise – Snapchat’s smothering by Facebook – Usage figures – Marketing uptake Business applications – Challenges and opportunities – Organic – Influencer – Ads Strategic thinking & channel set-up Strategic thinking – Objectives – Tactics – Resources Content marketing – Beware vanity metrics …
Strategy Course – Unlocking Snapchat & TikTok Marketing (Members-only) Read More »
Overview Social ad landscape & tools of the trade 2021 Social advertising landscape – Usage figures & investment levels Apple iOS 14.5 and more – What does it mean for online ads? Targeting & Evaluation Social advertising tools of the trade Account management best practices Creative tools Ads evaluation, reporting & ROI Social reporting considerations …
Strategy Course – Social Media Advertising Masterclass (Members-only) Read More »
Overview Digital marketing evaluation and optimisation best practices Developing an effective data-driven approach The problem with social engagement Brand versus direct response Understanding ROAS and ROI Defining conversions Understanding conversion attribution Navigating the shifting privacy landscape New ways of thinking post-privacy Google Analytics Google Analytics (GA) Background Code installation GA Structure Goal and event setting …
Overview Email marketing trends, innovations and email list building Email marketing in 2021 – Pros and cons – Has social replaced email? – Direct response vs brand – Email performance benchmarks Personalisation and automation Email innovations – AMP – Underexplored Gmail features Email data capture – Organic vs paid – Social best practices – Effective …
Strategy Course – Email Marketing Masterclass: Data, Design & CRM (Members-only) Read More »
Overview Google Analytics set-up, Tag Manager and account optimisation Google Analytics (GA) Background Google Global Site Tag Google Tag Manager – Set-up – Overview: Tags, Triggers, Variables Native GA code installation GA Structure – Accounts – Properties – Views GA 4 Establishing conversions, setting up goals, using GTM for event tracking Establishing conversions – Macro …
Strategy Course – Google Analytics Masterclass (Members-only) Read More »