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Fundamentals of Digital Marketing

April 9, 2021 - April 14, 2021

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. In this 6 week programme, Connect Me Marketing will assist Carlow/Kilkenny members in reviewing how their business is leveraging digital channels such as their website, search engines, social media, email, and other websites to connect with current and prospective customers.


There will be 6 modules as well as a two hour one to one per company mentoring session.

Module 1: Introduction to Digital Marketing

In this module, we will discuss the Who, What, Why, & How of Digital Marketing. We will identify the purpose, benefits and functions of a website including a review of your website goals, sales strategy, value proposition, brand identity, buyer journey and buyer persona.

Module 2: Website Audit and Marketing Review

In this module, we will discuss how to objectively audit your website, see how your current offering compares to that of your competitors and most importantly – offer advice on how to make the most of your online assets. The audit will give you an opportunity to inspect the robustness of your website’s technical framework and infrastructure, assess how friendly your website is to search engines, and determine how easy it is for users to navigate and intuitively find content on your website.

We will look at the following steps in the review process;:

Competitor Evaluation

Visual Assets – Above the Fold

Social Buttons

Navigation and User Experience


Load Speed



Data Hotspots

Search Engine and Conversion Rate Optimisation

Module 3: Inbound marketing & SEO

With everything else in place, the final step is to ensure that users know about your website. Search Engine Optimisation is a hugely important tool to direct appropriate users to your website when you hold the solution to their problem. You’ll learn frequently used terms in the industry, understand what objectives and KPIs are and we go through a few examples of performance-focused channels for different common objectives.

Before any marketing campaign or tactic can be launched, tracking needs to be in place, so you’ll get an introduction to the incredible tool that is Google Analytics. This module walks you through various marketing funnels and provides helpful tools and tips to help ensure your own objectives are realistic including the following:

The World of Google Adwords.

Affiliate Marketing – Developing Strategic Partnerships Online

Sales Funnel – Nurturing Your Leads

Social Media for Business

Social media platforms like Facebook and Instagram can help businesses nurture strong relationships with their target audiences whilst promoting their products and services. While this all sounds great you may be left wondering how it all works with social media and where to even start? Or maybe you already have a small presence online but your business’s social media marketing leaves you feeling overwhelmed? If the answer to either of these questions is yes, then you are not alone. With over 3.3 million adults currently active on social media in Ireland and more demand than ever to support local businesses now is the time to put your best foot forward on social media. It is one of the cheapest and easiest ways to connect with your customers and is a particular lifeline during these turbulent times. Through these three modules, Connect Me Marketing will take it back to basics and provide you with a set of practical and effective tips to help you get started and to stay on track to building a strong online presence.


Module 4: Set Up and Kickstart Your Social Media

This module is for businesses who are new to the world of Social Media and wish to set up Facebook and or Instagram accounts or improve accounts that they aren’t active on and link these platforms back to their websites. Learn what Facebook and Instagram offer as individual platforms and see how to successfully use Facebook and Instagram together. Effective social media practice can strengthen your brand and build a loyal following. This information will help your business implement strategies to connect with your loyal audiences. It’s also important to stay on top of the rapid changes in the industry so you can get the most from your social media platforms.

Course outline:

● Introduction to Facebook and Instagram

● Signing up for a Facebook and Instagram account

● Personalising your profile

● Liking and following public pages

● Timeline/Newsfeed

● Increasing your following

● Posting

● Target Audience Identification

● Social Media Mission and Vision

● Profile Set Up and Branding

● Creating a Social Media calendar

● Content Creation

● Social Media Tools and Resources


Module 5: Step Up Your Social Media

By paying attention to your format, content, audience, KPIs and performance analysis, you can improve your social media strategy in no time The aim of this course is to help you to hone your social media marketing skills, refine and improve your current activity.

Course Outline:

● Social Media Audit

● Review Target Audience

● Social Media Planning

● Post Creation and scheduling

● Post Promotion

● Graphic Design for Social Media

● Creating Facebook and Instagram stories

● Facebook and Instagram Live

● Optimising your profile page

● Insights Monitoring

Module 6. Paid Social Media Marketing (Facebook and Instagram)

Social Media platforms dominate marketing strategies due to the sheer number of people you can reach on the multiple channels available. This module will help you understand how people and businesses use different channels, which Facebook and Instagram campaign options might suit you best, including the ad types across these platforms.

Find out how to target your audience for lead generation, create content and get that content in front of the right audience so as to drive conversions. Most importantly we will show you how to track your successes.

Course outline:

● The decline of organic reach

● Getting Started

● Facebook Ads Manager

● Campaign Goals

● Targeting your audience

● Setting a budget and duration

● Ad placement

● Adding a payment method

● Estimated daily results

● Going live with your ad

● Analysing campaign performance

● Successful Facebook ads


Each company will be offered 2 hours one to one mentoring which will be broken up into a one hour session during the first or second week of the training and one following completion of the course.

The mentoring is a key part of the overall training and helps identify areas that need to be addressed and to put in place an action plan.