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Digital marketing. A set of effective tools - free course from the Russian School of Management, training, Date: November 29, 2023.
Miscellaneous / / December 02, 2023
What digital technologies does your company use to attract and retain customers? Through what digital marketing channels do you interact with users? How to increase their efficiency and effectiveness?
In the course “Digital Marketing. A set of effective tools" you will learn which customer attraction tools work in the era of business digitalization, why CRM marketing is the main source of customer retention, what bonuses does copywriting, storytelling and naming. You will learn how to influence your target audience through social networks, use social networking mechanisms, and outreach algorithms. With specialists from the Russian School of Management, you will understand the main tools of lead management and recruitment client base, understand how to create a funnel website, master the basic metrics and principles of systems operation web analytics.
Expert in marketing communications and creative strategy. 23 years in practical marketing. Member of the Russian Guild of Marketers.
Speaker at specialized seminars, conducts seminars, trainings in the field of marketing and creating selling creatives. Rating of the Association of Managers - 2nd, 3rd places in 2007 and 2008. G. Winner of international and Russian advertising festivals.
Since 2012, General Director of the Marketing Agency BaruProCreative, marketing and sales expert. He took part in the development and promotion of products from companies Aton, Raiffeisen Capital, Kapital, the villages of Nikolino and Deauville, Invacorp, Rublevskaya Real Estate and others.
Competencies:
Brand building
Creating advertising campaigns
Formation of marketing strategies
Corporate identity development
Organizing the work of marketing and advertising services
Optimizing costs for promoting goods and services
Founder and head of the Center for Internet Marketing by Ekaterina Shukalova, system Internet marketer, expert practitioner in the field of information systems design and development business, web analyst. Developer of the professional standard “Internet Marketing Specialist”
Organization of content marketing in a company
• Why and who should do content marketing.
• To be or to appear? Target reputation image.
• Who needs a blog on the site and why?
• LJ, Yandex. Zen and other "strangers".
• Social networks – everyone goes there and we follow them? Why does a business need pages on social networks?
• Other effective content marketing channels.
• 15 steps to organizing content marketing.
• Selection of specialists for staff and freelance.
• Budgets: how much does it all cost?
• Save money: online tools for content marketers.
• Analysis of effectiveness, terms and methods for assessing the achievement of goals.
Copywriting. Creating selling text
• Basic copywriting formulas, rules for creating a headline
• 10 quick ways to create a product name (naming)
• Funnel model “AIDA”
• Rules for writing a “selling” letter
• Storytelling in copywriting
• Tasks and goals of SEO copywriting
• Directions of copywriting
• client’s “pain” - fine-tuning the USP
• Workshop: drawing up a USP using MIND MAP
• Subtleties of text design: “10 practical tips to improve text readability”
• Newsletter - 5 golden rules for writing letters
• 3Most necessary checklists in copywriting
• Analytical articles – we sell through useful content
• Copywriting in social media. Features and tips.
• Copywriting in working with the media. Why did the press release die?
• Copywriting in working out the negative
• Practical task on naming
• Close-task “Meaning Bullets”
• Training “5 ideas”
Promotion on Facebook
• Analysis of the main tools of Internet marketing on social networks.
• Facebook promotion metrics.
• Facebook Audience Features.
• Promoting the project on Facebook in the formats of a personal account, business page, group.
• Working with a content plan.
• Features of regular work with social networks. Types of content.
• Effective ways to attract subscribers.
• Targeted advertising on Facebook.
• Labor functions of an employee working with Facebook.
Promotion on VKontakte
• Basics of regular work with social networks.
• Features of the VKontakte audience.
• “Smart” VKontakte feed.
• Project promotion strategy on VKontakte
• Registering an account on VKontakte, features of maintaining accounts of various formats.
• Structure and content of the content plan.
• Advertising on VKontakte.
• Interaction with SSM specialists.
Promotion on Instagram
• Place of promotion in social networks in the system of Internet marketing tools.
• Metrics for evaluating promotion on Instagram.
• Instagram audience.
• Strategy for promoting the project on Instagram. Description of the target audience of the project.
• Features of a personal account, business page, group - creation, functionality, maintenance
• Development of a content plan depending on the promotion object.
• Types of content.
• Ways to attract subscribers.
• Targeted advertising on Instagram.
• Recruitment of employees to work with Instagram. Control of the contractor/performer.
CRM marketing: data-driven solutions
• Digital Marketing. CRM strategy.
• CRM marketing. Customer retention.
• Tools and retention strategies in CRM marketing. Disadvantages of CRM marketing.
• Customer segmentation.
• Lead scoring.
• RFM analysis.
• Client avatar.
• CJM cards.
• Sales funnels.
• Review of the functions of CRM systems in comparison with Bitrix 24, Amo CRM, Megaplan.
• What should a CRM system be like?
Web analytics
• Analytics basics.
• End-to-end analytics. Basic concepts.
• KPIs in end-to-end analytics.
• Multi-channel and associated sequences.
• Attribution models.
• Cohort analysis.
• Types of end-to-end analytics. Services.
• Predictive analytics. Services.
• Analytics department in the company. Stages and methods of sales analysis. Errors in implementing end-to-end analytics.
• How to easily analyze online sales.
• How to easily analyze off-line sales.
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