Goals
- Discover the e-marketing levers
- Know the SEO optimization techniques
- Know how to create a SEA search campaign
- Understand the challenges of social networks
- Create your Facebook page
- Set up e-mailing campaigns
Duration
5 days
Price
£ 3025
Audience
All
Prerequisites
Knowledge of the web and how it works
Reference
E-M641-F
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
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
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
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
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
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
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
Understand the interest of the tool
Add your site to Google Search Console
Analyze your SEO performance
Analyze internal and external links
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
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
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
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?
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
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 …)
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
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
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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