Digital Professional Programme
CIM Digital Diploma in Professional Marketing
Digital Marketing is at the forefront of every business and is only set to become more and more central to every marketing plan worldwide with content marketing spends increasing exponentially across businesses.
Dawn is an award winning digital marketing trainer, practitioner, consultant, author and speaker who has become a key influencer in the world of digital over the past 20 years having amassed over 5 million subscribers and a 45,000 strong LinkedIn network.
She is the Founder of Business Consort which is accredited by The Chartered Institute of Marketing and was established in 2005. The academy has developed it into a world leading training organisation having trained & certified over 20,000 students to date.
She has over 10 commendations from the CIM for outstanding results achieved by her students achieving worldwide recognised qualifications such as the CIM Digital Diploma in Professional Marketing. In addition, she also was shortlisted for the CIM Marketing Excellence Award ‘Marketer of the Year’ earlier this year.
Dawn has trained 1000’s or organisations including some of the world’s largest Global brands across most industries and was invited as a lifetime Fellow of the RSA – The Royal Society for the encouragement of Arts, Manufactures & Commerce founded in 1754. This invite comes as recognition of her expertise in the field of social media marketing and her work to raise awareness of the advantages of social media to business owners.
We’ve carefully selected the most searched terms and matched content for demand and we’ll be sharing some amazing tips to revolutionise your digital marketing over the next couple of months.
Get involved #HowToDigital Campaign and follow our series of articles, free online workshops and more…
I just wanted to let you know about some really important changes for businesses using social media to market.
On January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritise content from “friends, family and groups.”
“As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
What does this mean for business? in short a huge amount….It has never been more important to get a social strategy in place and adopt a strategy that works
How to continue reaching customers on Facebook
We have constructed a series of workshops to help businesses adapt to the ever changing world of social media – check them out:
Discover the latest trends, tips & insights in social media today!
1-Day Social Media Essentials
£399 + VAT (normally £549)
1-Day Advanced Social Media
£549 + VAT (normally £599) Add diploma £1349 + VAT
Got questions….Drop us an email or call 0800 334 5784
Written by Dawn McGruer FRSA MCIM MIoD
Founder & Head Tutor @ Business Consort – Digital & Social Media Academy
www.digitalandsocialmediaacademy.com Award winning CIM study centre of excellence
Google Analytics and SEO
We wanted to better understand the advanced capabilities of Google Analytics and what insight can be taken from using it more effectively.
Challenges faced prior to training:
We set an objective to use Google Analytics more widely when reporting on our digital KPIs. We wanted to be able use the advanced reporting capabilities of Google Analytics on a granular level, without spending lots of time compiling the reports.
Following our training sessions with Business Consort, we’ve been able to step up our Google Analytics activity and really hone in on certain aspects. For example, we now use elements of this training when reporting on KPIs within Google Analytics, such as the customisable dashboards.
We’ve found that these have saved us a lot of time when compiling figures, and ensure that we are constantly monitoring the most important data.
Our training in SEO has also meant that we can add this to our toolbox of skills when compiling our marketing plans for the year. Those staff members who took part in the training have also presented their knowledge to the rest of the team, contributing to a more rounded understanding across the company.
Are there any areas of marketing you still feel your business could improve upon?
Each individual team member has their own expertise and is constantly looking to improve their skill set. As a company, we fully support development as much as we can and this is something that led to us being presented with the Investors in People Gold Award. The award recognised our outstanding commitment to managing, developing and supporting our staff, making us one of only 1,500 organisations throughout the UK to receive the accolade.
Creating a marketing strategy that adds clear value to a business’ growth and development is essential, but, while this notion may seem obvious, marketers of even the highest calibre often struggle to build a fully-rounded, integrated plan tailored to their audiences’ needs.
Before sitting down to compile a strategy, we must consider who the customer is, what their behaviours are and, what trends we can spot across audience groups. This is where social intelligence (SI) comes into play, and is a hugely required skill among digital marketers.
Social listening allows us to collect data about behaviour, trends and patterns so we can market more effectively Firstly, digital marketers need to be switched on to what’s going on around them and in the wider industry – trends and tools are constantly evolving, but it’s important to be able to cut through the noise and listen to what’s relevant to you and your business.
Social listening allows us to collect data about behaviour, trends and patterns so we can market more effectively. This will of course help us to create engaging content to boost brand awareness, but it also means that with the help of social intelligence tools like TalkWalker, we can track online conversations and what appeals to individuals.
This allows us to listen to – and even get involved with – relevant chat, among both industry peers and would-be customers. It also allows us to monitor for any potential crises and nip such problems in the bud.
Ensuring we’re listening to what our competitors are doing is an integral part of any marketing strategy. Before creating any piece of content, work on finding out what similar content is already out there , noting what topics work well, what tones of voice hit the spot with audiences and even what time of day a piece should be posted to drive the most engagement.
Looking at what competitors are doing allows us to tap into new audiences and influencers, learning what’s of interest to them and, importantly, how and where they’re consuming media.
When it comes to influencers, businesses can no longer afford to ignore their impact on both existing and potential customers. In short, an influencer is an expert or enthusiast who has built a strong following within their field, whether that’s fashion, cooking or music – the list is endless. At the very least, brands should make a concerted effort to research who the main players are in their sector and find out what they’re talking about and who engages with them.
Once you have a list, it’s then time to think about what value they could bring to your business – it could be as simple as getting involved and offering opinion on the subject at hand, or perhaps striking up a conversation about a recent blog they’ve written or relevant industry news. It may be that you later discuss formal partnerships that could require more budget and strategic thinking.
Gaining insight into what format readers – or viewers – engage with the most will allow you to appeal to more people and provide them with the information in the most easily digestible way. For instance, listicle-style articles may be appropriate for time-poor readers, while a short vlog with subtitles may work better for others.
Once we know which platforms our audiences are likely to be on and how they prefer to get their information, remarketing can then be worked into a strategy. We can use software like MailChimp to devise a set of automation tools that will trigger an email based on a goal or action of an online prospect; for example, a business can build remarketing lists by posting video content on Facebook and then targeting those who engaged with or watched that content.
While social intelligence can undoubtedly improve the overall marketing cycle and related areas, such as product development and customer experience, it’s also key for optimising the customer journey to drive reach, lead generation and conversion through targeted marketing.
An understanding of SI tools is also vital when carrying out a competitor analysis and creating bespoke algorithms to create the best possible customer experience. Marketing a service or product without social intelligence would result in an ineffective, costly campaign that lacks audience insight and brand perception.
Once an element of SI is put into place, marketers are able to plan and develop strategies based on real-time insight and trends, therefore boosting return on investment and contributing to that all-important bottom line.
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Originally Published on BrandQuarterly.com
Digital marketing incorporates some of the best ways to target and engage your audience. There are many different aspects to digital marketing; social media being one of the most important with users spending up to four hours daily on various platforms. However, there are also other digital marketing activities and elements to consider and the all important question – who manages your digital marketing endeavours.
Digital marketing is not an easy process. For every success story there is also a failure; these can cost businesses significantly.
Those companies who have a qualified digital marketing team are finding their online marketing activities highly successful and are achieving a high return on their investment. Getting the best digital marketing team does take time and each business needs a different digital marketing strategy. Employing someone new to manage your endeavours may provide benefits in the long term but it will take time for the results to be seen.
A more cost effective method could be to train a member of your current team in the principles and implementation of digital marketing. There are several benefits for this compared to hiring new employees. Here are some of the benefits you can expect for training your current employees as to hiring in someone new.
The average salary of a Digital Marketing Specialist is £37,500. If you were to hire in someone new for the company you can expect that their productivity would be less than 100% for the first 5-6 months. According to research, for the first three months their productivity could be less than 50%. This can be a significant drain on your financial resources.
Eric Koester of MyHighTechStart-Up estimates that the total costs of hiring a new employee is approximately one and half to three times the cost of their annual wage. Therefore, hiring a new Digital Marketing Specialist could be as high as £112,500.
Training a member of your current workforce is a significantly lower cost with diplomas costing less than £1,000. You’ll also benefit from your staff member having more productivity because they don’t have to go through the on-boarding process a new employee has to. However, there will be some productivity loss as they develop and get used to their new responsibilities.
You’ll also have a limited long term rise in costs; even if you offer your existing employee a pay rise.
It takes time for a new employee to gain an understanding and appreciation for your brand’s voice. When they start working within your company it is likely the content they develop will lack the experience to portray your brand’s identity.
On the other hand; those who have been with your business for a long time understand the business’ personality intimately. Therefore, they are able to maintain the relationship with your audience better by producing a consistent brand message. This will build trust between you and your audience which is very important in digital marketing for processing new leads and converting them into paying customers.
Some of the most profitable online marketing avenues are blogs, social media and email. Creating content for these avenues is very easy; creating content your audience will want to engage with is very difficult.
Whatever method you use to attract your target audience you are likely to rely on keywords and terms. To get the terms right you are going to need to know what your audience are actively searching for.
The majority of internet users don’t search for products directly but rather solutions to problems they are experiencing. For instance: how to fill in a tax form, how to employ a new member of staff, etc. To get the most out of your digital marketing, you need to identify and create content to match this.
A new employee might not have worked in your industry before and therefore will have little understanding about the current needs or problems your customers experience. A new employee would need time to get to know your audience, in order to create the ideal content.
In contrast, an existing employee has interacted with your customers for a long time. Through previous contact, your current staff members will know exactly what the common questions your core audience ask and they are likely to know how to solve them. They can put this to good use in their content and create material which is more tempting for your target audience and yield better results.
Improving staff morale is beneficial for retention and productivity. One of the best ways of achieving this is to offer your staff opportunities for skill development. The fourth most desired skill in 2013 was digital and online marketing.
Giving your employees these skills will increase their morale, giving you higher productivity and decreasing the likelihood they will leave your organisation.
There are many different skills required for digital marketing; not all of these are exclusive to the marketing. Training your staff in this discipline allows you give them a new responsibility and improve their proficiency in other areas of your business.
Here is a list of some of the key soft skills your staff can improve in when they have taken a course in digital marketing:
Communication skills are one of the key requirements employers look for in their staff. Digital marketing is all about delivering the right message to your key audience. By learning the skills and process to talk to your customers, they are also learning the skills to develop better communications with your management team and their peers. Better communications will lead to less confusion and errors being made. This will create a business which is more cost effective.
Writing and editing skills are not often thought of as being a core skill, but more jobs in the current market require staff to complete at least some paperwork. When mistakes are made on paperwork it can be costly for your business. An example of this would the inaccuracies of measurements on the paperwork which cost a French rail network £12.1 billion. An important aspect of digital marketing is ensuring that marketing materials released are free from errors. Digital marketing is another method to train your staff in getting their written work accurate. It can also improve the speed in which they are able to write and edit.
Budgeting is an important skill for any member of your team. Most forms of digital marketing require strong budgeting skills. Pay-per-click is one digital marketing avenue requiring budgeting skills. Daily budget needs to be set and distributed to return the most effective results. If they can learn the necessary skills during their digital marketing diploma they can then employ these in other areas of your business. This will help cut costs and give you better profit margins.
Time management is always difficult; however an individual who manages digital marketing needs to be aware of exactly how long they have to spend on each task. Spending too much time on one task (i.e. social media) is very easy but can be very inefficient and drive costs up. Staff properly trained can learn how to manage their time more effectively and increase their productivity. This can then be implemented in other areas of your business. A more productive workforce will return higher revenues and better profits.
Resourcefulness and creativity are skills required for successful digital marketing. They can also support other business activities. There will be times in your business when you have problems you’ve not experienced before. Traditional and normal crisis management solution might not be able to solve the problem. Having someone who is creative and resourceful can aid your business’ management team to develop solutions for your problems.
Digital marketing is one of the most effective ways for your business to acquire new customers and generate leads and sales. However, it is not an easy process and you need a fully qualified team in order to gain substantial returns on your investment.
Hiring a new employee might seem like a good option but they are likely to cost your business significantly in the hiring process and during their on-boarding process. There would also be concerns they would not be able to match your brand’s voice quick enough and as they continue to create your brand content; your audience may look elsewhere.
However, training your staff to manage your digital marketing activities can be highly successful and not just for your marketing efforts. They can instantly give you a return, speak in your brand’s voice and know exactly what your customers are looking for. They’ll also be more willing to stay with your brand and have a higher productivity as you show your commitment to their professional development.
Finally, the skills that they will learn during a digital marketing diploma can be transferred to other areas of the business. This will make your business sleeker; save you money and improve your profits.
Download a copy of the Diploma in Digital Marketing syllabus or read more about how your business could benefit from enhancing your teams digital skills through studying a professional marketing qualifications such as the Diploma in Digital Marketing which is accredited by The Chartered Institute of Marketing.
Feel free to air your views and join the discussion below.
Here at Business Consort – Digital & Social Media Academy we are very excited to share some very exciting news with you.
We have added 4 new digital marketing qualifications to our portfolio.
We already offer the CAM Diploma in Digital Marketing accredited by the Chartered Institute of Marketing (CIM) and the Professional Diploma in Digital Marketing accredited by The Digital Marketing Institute (DMI).
This month we have launched 4 new DMI qualifications;
These particular DMI qualifications have been designed for the busy professional and are constructed to allow flexible, fast track study – student on average graduate within 12 weeks as the actual syllabus is 30 hours of video based learning but can be fast tracked through our blending learning study options which encompass face-to-face courses.
These are important advancements in digital marketing education – They are professional qualifications recognised worldwide and can be used towards CPD (continuous professional development) and cater for both marketing professionals as well as business development and sales professionals.
Why not test your digital marketing knowledge – Try our Digital Marketing Diagnostic Skills Audit Now
so what is Content marketing? It is probably the most popular aspect of marketing across the internet for business in 2016 due to the return on investment it provides.
Marketing is impossible without the creation of content and over recent years we have seen decline of spend across more traditional methods of advertising such as banner or pay per click Google adwords because of the cost involved and results versus other digital channels.
A large amount of Google search users will skip straight to organic listings under adverts – Accordingly to a recent SEOmoz article organic results are 8.5x more likely to be clicked on than paid search results!
Also the fact that Google is no longer showing AdWords ads on the right hand side of its search results pages which makes it more competitive for the 3 or 4 spots available pushing organic listings down more means that many businesses are pursuing search engine ranking and domination of results through content marketing as a more cost effective method but also to attract traffic for broader search terms.
Consumer behaviour shows that approximately 25% of our searches are around brands, products and services we are actively looking for but the greater number of searches are centered around solving a pain – We search to solve a problem, to get the answer to a question, to research or learn more or compare options.
Keywords are rarely used on a daily basis as part of many marketing strategies and often are neglected after the initial website build and optimsiation meaning it becomes very hard to increase ranking positions and number of times presented in results as a business may only have opportunity to appear in search results for their company name and offerings which would be fine if someone is searching for something specific.
If we turn it around and lets think about your customer journey – Lets imagine you are searching for a ‘yellow widget’ we may search for the ‘best yellow widgets’ or ‘top 10 yellow widgets’ to start comparing options, or research to find out more about types of yellow widgets or the benefits of yellow widgets – we go through a variety of terms to before establishing our shortlist. We may also click through a variety of related articles and materials on our search. Content marketing allows us to create ‘tell not sell’ articles to enhance the journey!
Again with the term ‘Blogging’ this often acts as an instant turn off to businesses who think it will take over their lives or drain their employee resources with no real benefit – but in fact there is a huge business case for blogging such as increase in traffic and leads.
Blogs tend to be where we create this type of content which could be video, article, infographic, whitepaper, tips etc as well as our online press releases.
Google basically rewards businesses who create good quality, unique content on a frequent and consistent basis and successful sites such as the BBC are quite simply blogs – So taking this principle on board content marketing using business blogs as well as promotion tools like email and social networks etc to share and gain reach can increase your engagement and search ranking tenfold.
Developing a consistent and frequent content strategy geared around SEO (search engine optimisation) means we can reach a wider audience, attract visitors into our websites, capture data of prospects which is critical to build sales or lead generation funnels as well as nurture them through to conversion as well as engaging with existing customers for repeat purchase.
Using inbound marketing as a strategy using our website as a content hub tends to be the most effective method as content purely posted in social networks has a short term visibility an d no ongoing seO benefit as content is locked behind a login so Google can’t see this meaning it can’t be found in search results.
Durability of content whereby it can keep on working for our businesses is key due to the fact we really want to reap the exposure and reach of content over a pre-longed period of time which will in turn enhance visibility in search results of search engines and thus increase web traffic and leads.
Don’t forget to subscribe to our blog to follow our digital marketing tips and news…and connect with us on social media, share this article to help others or join the conversation below and feel free to ask any questions and we will be happy to help! 🙂
SEO or search engine optimisation is possibly one of the most misunderstood elements of online marketing. Digital agencies have made a tidy profit from businesses lack of knowledge on the subject and unfortunately in some cases caused some detrimental results through applying bad practices.
The term ‘search engine optimsiation‘ quite simply refers to the appearance in search results within a search engine such as Google (reaches 90% of the Internets audience) resulting in more click-through to a company website or blog posts hence more traffic and ultimately more conversion.
SEO is very important for any business as Google handles over 3.5 billion search submissions a day – Check out this recent article ‘100 Amazing Google stats and facts‘
The more we appear in search for an array of terms the better. Think about it in terms of the more content you create such as blogs or pages, images or videos etc then the more property you are buying on the web and the larger your property portfolio the more visibility you have.
SEO is an on-going process not a one-off activity and it should be considered as an investment.
Your Google adwords campaign is only going to perform for your business for as long as you pay – Content marketing however is a strategy many have adopted because of it’s return on investment.
Content marketing is a fairly new buzzword banded around in digital but just what does ‘content marketing mean?’ – Well it is simply the creation of content for the web to drive inbound traffic. Think of it as drawing your audience in based on their interest.
An article you publish from your blog will keep on creeping up he search ranking and could be bringing in even more leads and traffic 6 months down the line than it did when first published.
Consider creating evergreen content as part of your content and search marketing strategy because articles such as this one ‘what is SEO’ is timeless and will still be relevant in months to come unlike timely new pieces.
I would say the biggest pitfall of search marketing is the lack of use of search terms relating to problem solving. Consider the fact that the majority of us use a search engine to research or identify a solution to an issue we have.
So using the example that we as a training provider want to appear in search for terms such as ‘seo course london’ this assumes the searcher knows about seo and wishes to learn more.
What about the people searching to find out ‘what is SEO’ they are not going to search for a course necessarily but research more about it and perhaps could be inspired into attending a course by reading an array of articles all about SEO, its importance for business, why a business needs an search strategy and so on.
Imagine that 25% of searches are those looking for something specific but 75% of searches are looking to find a solution.
We want to use a knowledge base such as our blog to help draw in visitors interested in our topic ‘digital marketing’ – we want to establish ourselves as influencers in this field and build our authority and trust with readers through a tell not sell approach. We want to reach a broader audience using search terms covering our business, products, services etc as well as helping to bridge the digital skills gap.
Would someone feel closer to a brand or business if they had read several useful articles about a subject they were interested in or they had seen numerous times in search results? – well the answer is most probably.
SEO can be simplified into an activity all marketers can be involved in – it is not a dark, complex art only suited to digital experts or agencies. Establishing the terms you wish to rank for is probably the hardest element, followed by mapping out pages on your site to map those keywords to followed by a consistent content marketing strategy to generate useful blog articles to match what people are searching for in your industry. A business should always perform an SEO audit to establish exactly how visible they are in search prior to any other activities.
Don’t forget to subscribe to our blog to follow our SEO tips and news…and connect with us on social media, share this article to help others or join the conversation below and feel free to ask any questions and we will be happy to help! 🙂
We trained over 2500 delegates in digital & social media skills last year – We are often asked ‘what are the most popular courses?’ – So here they are! We have compiled a list of the top 5 best digital marketing courses based on their popularity over a 12 month period and also most in demand topics to develop digital and social media marketing skills for business which was compiled based on bespoke and open courses we hosted in 2015 and trends identified for 2016.
Our price guarantee means we are 20% cheaper than all like-for-like course in the UK. Watch our video to find out more about our courses….
1) Fast Track Digital Marketing 2-Day Intensive Course
A great way of getting a fast-track through attending our intensive 2-day digital marketing course which incorporates all digital channels and their is an optional upgrade of £100 to study the Cam Diploma in Digital Marketing too.
2) Advanced Social Media Marketing Course
Social media strategy & advanced techniques to grow your networks, generate leads & monitor results.
Only £249 + VAT (Normally £399)
3) Content Marketing Training Course
Increase web traffic by 44% & become 50% more visible in search results! Learn how to generate inbound web traffic and leads using content marketing strategies
ONLY £299 + VAT (Normally £399)
4) Novice Bundle Deals
Our Novice Bundle is a popular option for those just starting out and getting to grips with digital and social media marketing
5) Masterclass Medley
Our Masterclass Medley is ideal for those who want to pick’n’mix their own selection of our 10 x half-day courses
From £99-149 each (Normally £199) or ALL for £1340 + VAT(normally £1990)
Includes; Certificate, all course materials including slides from the day, refreshments and unlimited after-course support
BEST QUALITY – PRICE – CHOICE – We offer 100% satisfaction guarantee for value for money, quality of course content, expertise of course tutor, one-to-one tuition as course sizes are limited to small groups!
Got questions?… Email or call 0800 334 5784