Topics:

1. Introduction to Digital Marketing Strategy (30 minutes)
   • Overview of Digital Marketing
   • Importance of a Strategy
   • Goals and Objectives
2. Audience Analysis and Persona Development (30 minutes)
   • Identifying Target Audience
   • Creating Buyer Personas
3. Crafting Your Unique Value Proposition (30 minutes)
   • Defining Your UVP
   • Aligning UVP with Audience Needs
4. Selecting the Right Digital Channels (30 minutes)
   • Overview of Digital Channels
   • Choosing Channels
5. Developing a Content Strategy (30 minutes)
   • Content Types and Formats
   • Content Calendar
6. Measuring Success and Adjusting Your Strategy (30 minutes)
   • Key Metrics and KPIs
   • Adjusting Your Strategy

Key Outcomes:

• Introduction to Digital Marketing Strategy:
  • Understand the basics of digital marketing and its importance.
  • Identify the key components of an effective digital marketing strategy.
• Audience Analysis and Persona Development:
  • Learn how to analyze and segment your audience.
  • Develop buyer personas to better tailor marketing efforts.
• Crafting Your Unique Value Proposition:
  • Create a compelling unique value proposition.
  • Align your UVP with audience needs and preferences.
• Selecting the Right Digital Channels:
  • Understand different digital channels and their roles.
  • Choose the right channels based on your business goals and audience.
• Developing a Content Strategy:
  • Identify suitable content types and formats for your business.
  • Create a basic content calendar to streamline content creation and distribution.
• Measuring Success and Adjusting Your Strategy:
  • Learn how to track and measure the success of your digital marketing efforts.
  • Understand how to adjust your strategy based on performance data.

Who Should Attend:

• Small Business Owners: Looking to establish or refine their digital marketing strategy.
• Marketing Professionals: Seeking to enhance their strategic approach or gain new insights.
• Entrepreneurs: Wanting to develop a solid foundation for their digital marketing efforts.
• Startups: Needing a structured approach to digital marketing from the ground up.

Instructor: Gwen Conlon

About Your Instructor

I’m Gwen Conlon, founder of The Digital Bakery, which I established in 2012. Over the years, I’ve trained, mentored, and coached more than 1500 businesses. My work involves providing corporate training and mentoring throughout Ireland and offering online guidance to business owners globally. I currently hold a position on the training panel for the Local Enterprise Office in Co Louth, where I contribute my expertise to support local businesses. I also delivered the E-Commerce Management Development Programme for the LEO in 2023.

With a Master’s in Education and Training Management and over 22 years of experience in digital marketing across various industries, I bring extensive knowledge in both B2B and B2C strategies. My expertise covers content marketing, web design, and analytics. I’ve studied QQI Coaching Models of Practice, which has further enhanced my coaching capabilities.

In addition to my role at The Digital Bakery, I deliver training courses for the LMETB and guest-lecture at both DKIT and DCU. Recently, I’ve been actively working on digital transformation projects with businesses and have been involved with InterTrade Ireland on AI in Healthcare funded projects over the past two years.

My approach combines web design, social media, and creative content marketing to deliver exceptional brand experiences. I’m a strong advocate for using online marketing to connect consumers with brands, leveraging technology, video, and communication to build meaningful relationships.

For more details, you can visit my LinkedIn profile: Gwen Conlon’s LinkedIn.