Online marketing

What Digital Marketing Is

• Definition of the term digital marketing What digital marketing includes Position of digital marketing in the marketing mix Benefits of digital marketing Differences between online and offline marketing

Creating a Marketing Strategy

• Content of a marketing strategy - from mission to vision - brand identity, definition of the current portfolio - products and services, determination of the target group, identification of competition, market research, goal setting, marketing plan, selection of suitable communication channels

Introduction to Social Networks

• What social networks are Importance of social networks in communication with an audience Which social networks to focus on when creating a strategy Creating a business profile on social networks Demonstration of successful channels on social networks

Creating a Strategy for Social Networks

• Definition of the target group Creating personas Setting communication and campaign goals Selection of a social network Creating a content plan

Company Pages on Social Networks

• Who my audience is Working with statistics Setting Tone of Voice Planning posts

What Digital Marketing Is

• Definition of the term digital marketing What digital marketing includes Position of digital marketing in the marketing mix Advantages of digital marketing Differences between online and offline marketing

Creating a Marketing Strategy

• Content of the marketing strategy - from mission to vision - brand identity, definition of the current portfolio - products and services, determination of target group, identification of competition, market research, setting goals, marketing plan, selection of suitable communication channels

Introduction to Social Networks

• What social networks are Importance of social networks in communication with the audience Which social networks to focus on when creating a strategy Creating a business profile on social networks Example of successful channels on social networks

Creating a Strategy for Social Networks

• Definition of target group Creating personas Setting communication and campaign goals Selection of social network Creating a content plan

Company Pages on Social Networks

• Who my audience is Working with statistics Setting Tone of Voice Planning posts

What Digital Marketing Is

• Definition of the term digital marketing What digital marketing includes Position of digital marketing in the marketing mix Benefits of digital marketing Differences between online and offline marketing

Creating a Marketing Strategy

• Content of a marketing strategy - from mission to vision - brand identity, definition of the current portfolio - products and services, determination of the target group, identification of competition, market research, goal setting, marketing plan, selection of suitable communication channels

Discussion and Questions

Introduction to Social Networks

• What social networks are Importance of social networks in communication with an audience Which social networks to focus on when creating a strategy Creating a business profile on social networks Demonstration of successful channels on social networks

Creating a Strategy for Social Networks

• Definition of the target group Creating personas Setting communication and campaign goals Selection of a social network Creating a content plan

Company Pages on Social Networks

• Who my audience is Working with statistics Setting Tone of Voice Planning posts

Creating a Campaign on Social Networks

• Introduction to ads manager Explanation of campaign goals Preparation of the campaign audience Explanation of UTM and their use Working with Facebook pixel Creating a sample campaign under lecturer guidance Campaign optimization Presentation of campaign results and understanding them

Communication on a Social Network

• Working with a company profile on social networks Benefits of using business manager Introduction to statistics on social networks Planning content creation

Introduction to Google Ads

• What Google Ads is Definition of basic terms What PPC advertising is and how it works Types of PPC advertising What cost per click is

Creating and Basic Settings of an Advertising Account

• Creating an advertising account Guidance through advertising account settings Turning on expert mode in Google Ads and description of its environment

Creating an Advertising Campaign

• Keyword analysis Selection of suitable keywords for a campaign Creating a sample campaign

Campaign Management

• Setting and monitoring campaign performance Campaign optimization Monitoring search queries Testing bidding, ads and targeting

Hagakure

• What hagakure is What the structure of a hagakure advertising account looks like

Introduction to Google Ads

• What is the difference between organic and paid traffic Explanation of basic terms Creating a Google Ads profile Keyword analysis

Google Ads

• Attribution models - selecting the correct attribution model for a campaign Creating a campaign using Google Ads Selecting keyword match types for a campaign Using symbols in keywords

Introduction to Google Analytics

• Introduction of the environment in Google Analytics Connecting Google services with Google Analytics Tracking the path of a website visitor

Google Analytics from A to Z

• How to connect an e-shop with Google Analytics Creating and tracking goals in Google Analytics Visitor segmentation in Google Analytics What conversion funnels are used for

Introduction to Google Tag Manager

• Advantages of using Google Tag Manager Implementing tracking codes into Google Tag Manager

What SEO Is

• Definition of the term SEO Basic terms What keywords are and their use in SEO

Google - Search Engine Optimization

• Why SEO focuses on Google Working with search results Black-hat practices

On-page Factors

• Which factors to focus on when creating a website Introduction to SEO Creating a basic technical audit of a website Which parts of the website we focus on Explanation of the importance of individual factors Example of an SEO on-page document Case studies on real examples

Off-page Factors

• How to create SEO off-page correctly What link building is What page quality score is

Website and Keyword Analysis

• Creating keyword analysis What link building is What page quality score is