Course Objective & Scope
Disconnected social posts, search ads and email blasts burn through budget without delivering predictable growth. This course teaches how to plan and execute all major digital channels around a unified full-funnel customer acquisition and retention strategy.
Audience segmentation and value propositions, organic visibility (SEO and AI search), Google Ads and Meta/LinkedIn paid campaign structures, landing page and conversion rate optimisation (CRO), CRM/email lifecycle flows and core unit metrics (CAC, LTV, ROAS) are worked through via practical cases. Participants build a quarterly digital channel and budget plan for their organisation.
Who Should Attend?
- Marketing, corporate communications and brand specialists
- Marketing and business development managers overseeing digital agencies and ad budgets
- Product and e-commerce leads building structured customer acquisition funnels
- Prerequisite: no prior technical marketing experience required
Key Takeaways
- Design a full-funnel channel mix across awareness, consideration, conversion and retention
- Coordinate search intent, SEO/content and paid search (SEM) so channels reinforce each other
- Structure Google, Meta and LinkedIn campaigns with clear targeting, creative testing and bidding
- Remove landing-page friction and run structured Conversion Rate Optimisation (CRO) experiments
- Evaluate campaign and agency performance using UTM discipline, CAC, LTV and ROAS metrics
Curriculum
Digital Marketing Strategy, Personas and Full-Funnel Design
- TOFU, MOFU, BOFU and Retention stages across B2B and B2C buyer journeys
- Value propositions, competitive positioning and channel-to-goal mapping
Search Visibility: SEO, Local Search and Google Ads (SEM)
- Search intent, site structure, on-page SEO and topical authority
- Google Ads Search, Performance Max and remarketing campaign structures
Paid Social and Media Planning (Meta, LinkedIn, Video)
- Campaign objectives, audience segmentation (lookalikes, retargeting, B2B firmographics)
- Creative hooks, format adaptation and structured A/B testing
Landing Pages, CRO and CRM / Lifecycle Automation
- Anatomy of a high-converting landing page, social proof and form optimisation
- Welcome, abandonment, cross-sell and win-back email/messaging flows
Budget Allocation, Attribution Basics and Performance Reviews
- Reading CPM, CPC, CTR, CVR, CPA/CAC, ROAS and LTV together
- Workshop: building a quarterly digital marketing plan and budget scorecard
Other Courses in This Category
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