[SMK] Social Media Knowledge

Strategy Course – Digital Strategy Masterclass

Current Status
Not Enrolled
Price
1295 +GST
Get Started

Updated October 2023

Overview

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
  • Digital channel investment, usage and trends
    – Email
    – SMS
    – Messaging
    – Social Media
    – Search

Owned Media – Website UX & Email Marketing

  • Purpose driven web design
    – Industry specific needs
    – Conformity versus creativity
  • Website design best practices
    – Design platforms and build tools
    – Why less is often more
    – UX vs UI design
    – Mobile usability
    – What matters more, copy or design?
    – Website optimisation testing tools
  • Email marketing
    – Strategy
    – KPIs
    – Automation
    – Optimisation
    – Database building

Earned Media – Social & Search

  • Understanding earned media
    – Pros and cons
    – Strategy planning
  • Social media
    – Video and AI focus
    – Watchtime
    – Copywriting and creative
    – Messaging
  • Search
    – Understanding search intent
    – Keyword research
    – Content planning
    – Link building

Online Advertising Strategy and Planning

  • Online ad landscape in 2023
  • Unlocking Google Ads
    – Search engine marketing
    – Google Grants for NFPs
    – Life beyond SEM
    – Generative AI in Search
    – Google Marketing Live
  • Meta and social media advertising
    – Campaign reporting and evaluation
    – Social ad strategy development
    – Awareness vs action
    – On-platform conversions
    – Performance optimisation
    – Creative best practices
    – Automation and generative AI