DAY 1 - MODULE 1: DEVELOPING AN INTEGRATED MARKETING STRATEGY
Sylvain Sénécal
Using new tactics for preparing a strong strategic plan
You have a marketing plan and a website, but you’re still not clear on how to take your marketing strategy to the next level. Where do you even start? And what mistakes should you avoid from the get-go?
This first module will help you to:
- Prepare a strategic digital marketing plan using the most effective tools.
- Establish the foundations for your digital marketing strategy, making sure it is in step with your overall marketing strategy.
- Learn the essential ingredients in the strategic planning process as it applies to digital marketing.
- Get an introduction to the tactics that will be explored in subsequent modules.
Tool: Online strategy plan.
DAY 1 - MODULE 2: SETTING UP YOUR WEBSITE FOR SUCCESS
Gabriel Tassé
Informational or transactional: Choosing the right platform
Do you have the right content management system for your organization? How can you use the right transactional or martech (marketing + technology) tools to elevate your website? And with over 7,000 solutions out there to choose from, how do you find the one that’s right for you?
This second module will help you:
- Determine the best tools to relay information to your customers and enable them to carry out online transactions.
- Plot out how your various web tools work together to avoid marketing redundancies and unnecessary expenses.
Tool: Project plan for implementing your online platform.
DAY 2 - MODULE 3: DIGITAL VISIBILITY: SEO, GEO AND SEA TO ATTRACT QUALIFIED LEADS
Gabriel Tassé
Understanding search engine optimization (SEO) and generative engine optimization (GEO)
Today’s customers aren’t just Googling anymore. They’re using artificial intelligence to sift through information and find the products and services that meet their needs. So how can you make sure your business comes out at the top of every list?
This workshop will help you:
- Understand the fundamentals of SEO and the emerging, transformative field of GEO
- Figure out how Google’s algorithms work and what sets GEO apart, guided by a specialist with over 20 years of experience in the field
- Identify best practices in content, structure and credibility to maximize your visibility in search results and AI-generated overviews
- Tailor your website and your digital content to reach out to the kind of customers you want
- Get the most from your relationship with your agency and your digital partners
Tools: SEO and GEO plan for your website and digital content.
Understanding search engine advertising (SEA) and pay-per-click (PPC) marketing in the age of AI
Are you maximizing your Google Ads ROI? Do you know how to adapt to shifting consumer search behaviours?
This workshop will help you:
- Define an effective SEA strategy in sync with your business objectives
- Increase the cost-effectiveness of your PPC ads
- Utilize key performance indicators (KPIs) to apply SEA best practices
- Understand how SEA, SEA and GEO interact in an evolving digital landscape
Tools: Guide to developing your first online campaign and monthly optimization plan.
DAY 3 - MODULE 4: USING ONLINE ADS TO BUILD YOUR CUSTOMER BASE
Gabriel Tassé
Buying programmatic advertising: Banners, videos and social media
Are your online media campaigns delivering the most bang for their buck?
This module will help you:
- Invest wisely in online advertising, with a series of “go to” pro tips.
- Maximize brand recognition (without breaking your budget) with banner or video ads on the most popular websites for your target audience.
- Understand how to place ads on social media to increase engagement with potential customers.
- Implement an affiliate marketing program to boost your online sales while keeping your financial risk low.
Tool: Online media plan (budget forecast and KPIs).
DAY 4 - MODULE 5: CREATING A CUSTOMER EXPERIENCE THAT LEADS TO MORE SALES
Alexandra Némery and Juliana Álvarez
Delivering a good online and mobile user experience (UX)
What are the secrets to making sure your customers interact positively with your website or mobile apps? How can you optimize your owned media within your ecosystem and strengthen your company’s online presence?
Takeaways from this module include the following:
- Get a better handle on UX terms.
- Familiarize yourself with the basic tools for defining online/mobile user needs and supporting their objectives while engaging with your website or app.
- Understand the UX-related hurdles facing current and prospective customers.
- Discover the main research methods used in UX.
- Identify critical UX touchpoints on your website.
- Learn how to transpose the principles of ergonomic design to various platforms.
- Review your performance metrics before and after a UX audit focusing on one specific area.
Tool: UX optimization plan for your website.
DAY 5 - MODULE 6: USING SOCIAL MEDIA AND CONTENT MARKETING TO WIN AND KEEP CUSTOMERS
Aurélie Sauthier
Choosing social media platforms, creating content and managing interactions
How can you connect with your online customers in a more meaningful, impactful way? How can you leverage social media and content marketing to position your brand and increase your visibility?
During this module, you will:
- Become acquainted with best practices in selecting and using social media channels, based on your company’s objectives and the resources at your disposal.
- Learn how to spark interest in and position your brand.
- Build a community.
- Engage community members in a constructive conversation.
- Harness the full power of content marketing to boost visibility, engagement and loyalty among current and potential customers.
- Get more shares and positive word of mouth, and leverage shared and earned media through your digital marketing ecosystem.
Tools: Set of targets to hit for each platform; social media editorial calendar.
DAY 6 - MODULE 7: SETTING UP WEB ANALYTICS
Gregory Saget-Rudd
Defining your KPIs and objectives
What are the most important KPIs that will help you understand how your website is performing?
During this module, you will learn how to:
- Set up an effective web analytics dashboard.
- Determine the KPIs that are aligned with your digital strategies.
- Select what needs to be monitored on your platform and develop a tagging plan to facilitate the implementation of the corresponding metrics.
- Learn the basics of web analytics and become familiar with some of the most popular tools (e.g., Google Analytics).
Tool: Tagging plan to track target metrics.
DAY 6 - MODULE 8: MEASURING DIGITAL MARKETING SUCCESS
Gregory Saget-Rudd
Developing a monitoring and continuous improvement process
Looking to increase your visibility by embracing more efficient tactics to attract and convert customers?
This module will enable you to:
- Learn how to track your digital marketing efforts with more precision.
- Map out a process to measure and improve your digital marketing efforts.
- Build a personalized dashboard using predefined KPIs.
- Explore two free tools: Google Analytics and Data Studio.
Tool: Development of a customized marketing dashboard.
TRAINING APPROACH
- Each module will be assessed using a specific exercise or tool that will determine how well learners have assimilated the content and their readiness to transfer their newfound knowledge into the workplace.
- Exercises are simple and straightforward. They are designed to ensure the theoretical and practical concepts in the course have been fully understood.
