Do you work in Digital Marketing and want to build on your industry knowledge? The Advanced Workshop Series is a practical hands-on programme, working with essential digital tools to help you build on your existing online brand presence, reach your target audiences more effectively and improve user experience and engagement.
You will examine the most up-to-date tactics in Digital Marketing with our expert trainers in 6 intensive evening workshops (6-9pm) delivered over 6 consecutive Wednesday evenings.
The series will be based around video content which you create and edit with expert guidance in the first workshop. You will then be guided on how to best share and promote this content and how to measure results and review performance of your content across various platforms.
This series is designed for digital practitioners who have completed an Irish Times Training Digital Marketing course or similar. Participants should have good prior working knowledge of digital marketing tools.
In advance; you will be asked to identify your core message and ideal customer, write a video script targeting that market and shoot short video clips on your smartphone. During the workshop you will be given expert guidance on how to edit it using smartphone/online software and publish it online. This is a practical video production workshop, during which you will learn about best practice filming and editing, including framing, pace, grading (colour correction), special effects, and sound design. At the end of this workshop, you will have the knowledge and skills to create videos that have impact, which are more likely to be shared online (i.e. word-of-mouth marketing) and which prompt action from your target market.
Our expert trainer in Social Media will guide you on best practice for sharing your content and how to engage, grow and maximise your reach across all platforms. You will gain an in-depth insight into current tools, which will inform you on the use of more advanced advertising tools to reach your desired target audiences. You will examine the most up to date tactics in social media, and take a practical approach to testing some of these techniques to optimise the effectiveness of your activities. You will take an in-depth look into measurement resources and frameworks, and how to best measure your social media performance. You will need to have editing or administrator rights for social media accounts including Facebook, LinkedIn & Twitter and will need to have a working knowledge of social media platforms.
Building on previous skills, you will create a campaign around your video/content to increase your customer reach, engagement and sales. You will time and test the campaign mindful of the latest data protection regulations in Ireland and the EU. You will create a framework of metrics on which to assess and improve further email marketing and lead generation campaigns. You will need access to a CRM tool for this workshop and will be guided on this in advance.
The best online solution provides the customer with a simple online journey. Understanding how your client is experiencing the navigational steps, the journey they must take towards making that purchase, to finding key information or to contacting your company and how compatible your online solution is with their digital device will be the focus of this part of the workshop. You will gain an in-depth insight into what top UX designers list as their key considerations when building the ideal user experience and the decisions that you must make along the way to providing your clients with the best online solution.
Learn proven advanced SEO techniques and about Google's algorithm changes e.g. Rankbrain, Frank, Penguins, Panda and how they impact your SEO. Explore Google Search Console in more detail. This module will be fully practical where you will take away an action plan for implementation after the programme.
In this workshop you will further develop your skills and knowledge in interpreting web analytics and using that data to make smarter business decisions. You will review the performance of your content across various platforms and draw insights from traffic and user behaviour to identify how you can leverage your data to improve performance. You will need access to a Google Analytics account linked to a website for this workshop.
(incl. course materials & refreshments)
The Irish Times Building,
24 - 28 Tara Street,
This course is also offered on a tailored in company basis
‘The Digital Marketing Evening Programme was a well-balanced course, with a good focus on practical elements and their theoretical underpinnings. The course facilitators were all experts in their areas and were of great assistance in sorting the wheat from the chaff when navigating the landscape of digital tools out there. I'm now fully equipped with a toolbox of digital best practice that I am applying in my role daily in a variety of ways. The course has equipped me to be more inventive, intuitive and creative in my approach to digital. I'd really recommend the course to anyone looking to be more efficient and effective in their digital efforts.’
Digital Communications Manager ,
Great Place to Work
‘The Digital Marketing course was really useful in terms of making sure I am up to date with the latest tools and techniques for online communications. It strengthened my knowledge of topics such as data protection and eMarketing, and I got some great tips on writing for digital, SEO and Google AdWords. I will definitely apply lots of what I learned in the promotion of both my own business and in my work with clients. ’
Founder / Managing Director ,
Alice PR & Events