Étiquette : Intermediate

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Program

– Discovery of the concepts of e-marketing –

Understanding the challenges of e-marketing

What is e-marketing?
Understand the context
Define your objectives
What are the problems encountered?
Understand the roles of each: webmaster, traffic manager, ads manager, community manager, etc

Think your website well

Define the site’s objectives
Identify the Internet users to target
Know the tools to manage a website: CMS
Carry out a technical and ergonomic benchmark
Define a tree structure of its contents

Workshop: Study a site and validate its objectives, Internet users and tree structure

Communicate well with Internet users

Adapt your content
Take care of navigation
Work on ergonomics and accessibility
Set up reinsurance tools
Use customer reviews
Personalize content

Understand how to attract people to your site

Define your visibility strategy
Optimize your site for search engines – Discover SEO
Create sponsored links – Discover SEA
Make links to your site: directories, forums, press releases, etc.
Go through affiliation, marketplaces and comparators
Set up advertising banners

Using Google Ads

Know the different types of campaign
Monitor the performance of a Google Ads campaign
Identify the keywords on which to bid
Create a search campaign
Write an ad and associate it with keywords

Workshop: Create and configure a Search campaign

Retain website visitors

Know your visitors: cookies, forms, etc.
Deploy means of contact: chatbot, telephone, etc.
Recognize the loyalty of a customer through a sponsorship system
Create news blogs
Distribute its content by other means: social networks and newsletter

Understand what is happening on your site

Why set up a webanalytics tool?
Know the different analysis tools
Identify your performance indicators (KPI)
Define the reports to create

Workshop: Identify the main reports on Google Analytics

Know which tools to put in place around your site

Go through a tag manager: Google Tag Manager
Configure a web analytics tool
Set up Google Search Console
The other elements to deploy: conversion, remarketing, etc.
Respect the GDPR on its website

Manage an e-marketing project

Define your web strategy
Define the project management method
Define the profiles to be involved in this project
Know how to analyze current performance in order to improve it

Conclusion

Define your priorities
What are the future developments?
Questions answers

– SEO Initiation: Work on relevance and popularity –

Understanding the challenges of SEO

What is SEO?
Understanding the current context
What are the problems encountered?
Work on research tools

Understand how a search engine works

Knowing the main search engines
Understanding the indexing principle of a search engine Gaining a
better understanding of Google and how it works
Knowing the historical Google
positioning criteria Knowing the other positioning criteria
Identifying the KPIs to be analyzed for SEO

Define your list of keywords

Understand the different types of keywords: informational, commercial and transactional
Define the keywords associated with the sector of activity
Identify the search queries of an Internet user
Retain the main and secondary keywords
Define a plan grouping the selected keywords
Know which tools to use: Google Trends, Ubersuggest, etc.

Workshop: Finding the right keywords for your website

Optimize the content of a page

Validate the URL of the page
Optimize the meta: title and description tags
Define a tree structure within its page
Succeed in creating a context with its content

Optimize the indexing of its content

Think about your internal network
Create a site map page
Integrate site maps in XML format
Block access to certain pages with robots.txt

Generate popularity on its pages

Define your netlinking strategy: create backlinks
Find relevant directories
Monitor forums
Work with web releases
Identify any site that can link to ours

Explore Google Search Console

Understand the interest of the tool
Add your site to Google Search Console
Analyze your SEO performance
Analyze internal and external links

Conclusion

Define optimization priorities
Stay informed on future developments
Questions / Answers

– Social networks Initiation: Discovery of the main social networks –

Understanding the challenges of social networks

Working well with social networks
Targeting the right social networks
Familiarizing yourself with the vocabulary
Understanding the role of a community manager

Discover the interest of the main social networks

Understand how Facebook works
Use networks to disseminate links such as Twitter and Pinterest
Humanize your brand through Instagram, Snapchat or TikTok
Obtain professional contacts via LinkedIn Know other more specific social networks

Define your social strategy

Know what to post and on which social network
Define the frequency of publication
Involve your community in your communication
Respect good practices
Optimize your web pages for social networks

Create your presence on Facebook

Understand the organization of Facebook
Create and configure a company
page
Fill in your page Define the tabs to display

Workshop: Create and configure your Facebook page

Communicate on Facebook

What are the themes to be addressed?
Create and schedule a publication
Vary your communication: events, videos, products, etc.
Share the publications of others
Communicate within groups
Bridges to be established between the website and the Facebook page
Analyze the performance of your Facebook page

Workshop: Create different publications on Facebook

Working with LinkedIn

Optimize your individual profile
Understand the importance of certain fields in your profile
Why go premium on LinkedIn?
Create publications on your company page

Work with other social networks

Understanding the specifics of LinkedIn, Twitter, Instagram and Pinterest
How to make a good tweet?
Use hashtags
Mention other accounts
What content to broadcast?

Conclusion

Define your priorities
Follow the evolutions of social networks
Questions / Answers

– E-mailing: Schedule marketing e-mails –

Understanding the challenges of email marketing

Understand the context
Recognize the different types of email marketing?
Define the objectives
Familiarize yourself with the vocabulary

Respect the rules

What are the questions to ask?
Use Opt-In contact databases
Comply with the GDPR
Choose a good routing platform
Test tools to use

Use an email marketing management tool

Import your contact base
Synchronize subscribers via your website
Configure your account
Create segments of your contact base

Workshop: Create and configure an account on a routing platform (Sendinblue, Mailchimp, Mailjet …)

Create an email campaign

Set up a new email campaign
Set the subject, sender name, etc.
Define the layout of the email
Insert its contents (texts, images, links, etc.)
Enter the recipients
Schedule and send

Workshop: Create, configure and schedule an email campaign

Optimize the performance of your shipments

What are the statistics to analyze?
Get good email addresses
Have a good open rate
Optimize the click-through rate in the email
Track the conversions obtained

Workshop: Consult the statistics of an email campaign

Good practices to follow

Use email templates
Integrate tracking links
Vary your content: videos, social networks, etc.
Personalize and adapt the content to the recipient
Use emails for a marketing trigger

Conclusion

Establish your email strategy
Questions / Answers

Passing of the certification (if foreseen in the financing).

Sessions

Contact us for more informations about session date

Professional and friendly trainer, very open to questions
apart from the fact that it is remote, very good training, much deeper than I imagined.
Trainer: excellent!

Anne D.
well suited to the level of people. allow you to quickly appropriate elements.
Very good trainer, listening to people. Adjust the lessons as you understand.
Will consider new training through your services as soon as possible.

Daniel B.
Very lively, pragmatic, lots of interactions, very small group
Good balance between discovery / real solutions Opened up perspectives on possible applications
Trainer: Lively and open, great experience, very good listening to questions

Luc M.
Complete training which allows to understand the logic emarketing and to consider the implementation of strategy. Combines strategic vision and operational implementation. Good interactivity.
Trainer: Very good knowledge of the trade. Give many concrete examples. Knows the reality of corporate missions. Very responsive in responding to questions and objections. Good teacher.
Thank you

Aude M.
The courses are good and interesting, a lot of tools available to us.
Trainer: Once again Frédéric at the top! caring, attentive to needs.

Eve S.
Well detailed and explained
Much more than I expected.
Trainer: Very attentive to student questions.

Minhee L.
Rich and rewarding training. interesting content.
very good trainer. both expert in his field and good communicator.

Lucie A.
The balance between theory and practice was adequate. I really appreciated being able to ask questions about my industry.
The trainer was very pleasant and helpful.

Sandrine L.
Excellent working environment. Emulation, stimulation
Many elements to integrate. Very good assistance by the trainer.
Completely meets my expectations
Trainer: Excellent powerpoint. Very good visual support
Very satisfied. I will focus on Dawan training for my next training and those of my children.

Florence A.
for 2 trainees it was perfect
very good because it really meets the expectations for us as for our customers remains to put all this in place, I’m a little afraid of not fully mastering because of the mass of information

Amélie J.
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