The ECCP Competency Hub, in partnership with Kapwa Online Solutions Co., is organizing a 3-hour training designed to help businesses get started with digital marketing and/or help to refine their online strategies. Digital transformation is paramount for modern businesses to stay successful, and this training will set the right foundation and give expert insights into how a sustainable and effective online strategy can be created.

Training Objectives:

After this training, you should be able to create a suitable digital marketing strategy for your company, aligned with your overall business goals. The foundation will be an optimized and strategically developed website that will gain visibility and reach your target audience using sustainable SEO & SEA methods, supported by social media activities. Continuous improvement and data-driven decisions will help you to become an authority in your niche.

Training Topics:

Web Analytics / Google Analytics (30 mins)

• Defining KPIs, setting goals
• Tracking leads/sales
• Advanced tracking with Google Tag Manager (GTM)

Strategic Positioning / Keyword Analysis (30 mins)

• Google Ads Keyword Planner
• Competitor Analysis
• Further Tools: Google Trends, Serprobot, Ahrefs...

Search Engine Optimization (SEO) (30 mins)

• Technical SEO: clean code, Page Speed, website architecture
• Onpage SEO: meta titles & descriptions, headings, images & more
• Offpage SEO: link building, Google My Business (GMB), "social mentions

Inbound Marketing / Content Marketing (20 mins)

• Understanding the buyer's journey/customer's journey
• Creating value
• Become an authority in your niche

Search Engine Advertising (SEA) (20 mins)

• Google Ads
• Synergies with SEO
• Remarketing

Social Media Marketing (SMM) (10 mins)

• Facebook, Instagram, LinkedIn, etc.
• Market your content

Scale your Online Business (10 mins)

• Establish "a digital culture": continuous learning
• Refine the process