Digital Marketing Essentials for Non-Marketers

Introduction
In today’s digitally-driven world, understanding the fundamentals of digital marketing is no longer limited to marketers. Professionals across all roles can benefit from a foundational knowledge of key digital tools and strategies to enhance their organization’s online presence, engagement, and impact. This 5-day training program is tailored specifically for individuals from non-marketing backgrounds, providing a structured introduction to the digital marketing landscape. Participants will gain insights into essential channels and techniques, empowering them to confidently navigate and contribute to digital initiatives.

Course Objectives

This program is designed to enable participants to:

• Define learning goals and understand how digital marketing applies across various organizational roles.
• Gain a broad understanding of the digital marketing ecosystem and its relevance for non-marketers.
• Explore the fundamental principles of key digital marketing channels, including websites, social media, email, PPC, and content marketing.
• Build a foundational framework for skill development and practical application in digital initiatives.

Course Outline

Day 1: Website Fundamentals and Search Engine Optimization (SEO)

• Introduction to Website Basics:
  • Key elements of a user-friendly website.
  • Exploring website design and functionality.
• SEO Foundations:
  • The importance of search engine optimization.
  • Understanding keywords and their role in search rankings.
  • Content’s role in driving organic visibility.

Day 2: Social Media Marketing

• Understanding Social Media Platforms:
  • Overview of major social networks and their audiences.
  • Aligning platforms with organizational goals.
• Building Brand Awareness:
  • Leveraging social media for increased visibility.
  • Crafting and analyzing engaging content.
  • Interpreting social media performance metrics.

Day 3: Email Marketing

• The Value of Email Marketing:
  • Exploring the role of email in communication strategies.
  • Benefits of email campaigns in driving engagement.
• Creating Effective Email Campaigns:
  • Structuring impactful email content.
  • Personalization and segmentation strategies.
• Performance Analysis:
  • Interpreting campaign metrics for continuous improvement.

Day 4: Pay-Per-Click (PPC) Advertising

• Introduction to PPC Advertising:
  • Understanding paid search and display advertising.
  • The basics of bidding and ad placements.
• Creating PPC Campaigns:
  • Conducting keyword research for targeted campaigns.
  • Writing compelling ad copy to drive clicks.
• Analyzing PPC Performance:
  • Evaluating campaign metrics and refining strategies.

Day 5: Content Marketing

• The Power of Content Marketing:
  • Exploring the role of valuable content in building authority.
  • Aligning content strategies with organizational goals.
• Showcasing Expertise:
  • Blogging and other formats for sharing insights.
  • Developing a sustainable content calendar.
• Measuring Success:
  • Tools and techniques for evaluating content effectiveness.

Key Benefits

• Comprehensive Introduction: Gain foundational knowledge of essential digital marketing tools and channels.
• Practical Application: Learn how to apply strategies in real-world scenarios to drive organizational success.
• Confidence in Collaboration: Develop the ability to contribute to digital marketing discussions and initiatives.
• Strategic Perspective: Understand how digital marketing supports broader business objectives.

Conclusion
This program equips non-marketing professionals with the skills and insights needed to confidently engage with digital marketing strategies. By exploring key concepts and techniques, participants will develop the ability to support their organizations in enhancing online presence, building engagement, and achieving sustainable success in the digital era.