Every wise digital marketing expert understands the importance of continuous learning especially when dealing or working with digital platforms that can change drastically in a snap of a finger.
To remain effective as a marketing professional, one must explore both the conventional and non-conventional digital platforms.
Digital marketing does not only refer to marketing and advertising your products and services through posting your videos and pictures with smart captions on different platforms. Looking at the different aspects and technicalities in the digital marketing world is a must, especially if you want to make sure that you boost the brand awareness for your product and increase engagement among your target customers.
Hence, having digital marketing training should be imperative for every digital marketer.
Importance of Digital Marketing Training
Digital marketing training helps both the beginners and the pros in digital marketing by teaching and re-teaching them with the necessary skills they can hone to formulate their own success paths in terms of building their own websites, blog posts, eBooks, online brochures, and as well as reaching out to their audiences through the different online platforms.
This particular marketing method is very promising as it offers fast, cheap, and effective strategies in marketing products, attracting target buyers, getting more leads, and converting these leads into customers.
The necessary skills in promoting products or services in the digital world can be challenging to achieve. With the digital perspective, there is a need to effectively track the changing needs of the people nowadays, and obtain these changing needs to adapt a certain marketing strategy that can address such needs in an efficient manner. Digital marketing training facilitates the training of these relevant skills.
It is important to note, however, the digital marketing training programs normally cover different areas of specialization.
Here are some of the areas of specialization commonly considered in digital marketing training.
Inbound Marketing Training
HubSpot defines inbound marketing as a marketing methodology that is focused on attracting customers through content and interacting with them through experiences they find useful.
Blogs and social media are used to entertain viewers with content. eBooks, social media campaigns, viral videos, webinars, and SEO website texts are considered important tools in inbound marketing. Through creating organic content, you can draw potential customers into your company and increase your chances of landing deals.
Training marketing professionals on this type of digital marketing strategy requires getting them acquainted with the different inbound marketing channels. HubSpot offers inbound certification which is an even more comprehensive take on the inbound methodology.
Facilitating inbound marketing training will encourage digital marketing professionals to reach the right audience, increase trust, and avoid over-reliance on one channel.
Outbound Marketing Training
Although less popular than they used to be, inbound activities are still done these days. Examples of outbound activities include the following:
- Email Marketing
- Pop-up Ads
- TV, Radio and Print Ads
- Digital Advertisements
- Trade Shows and Public Events
The main objectives of undertaking outbound marketing are to present products and services closer to the audience. If done right, outbound marketing can easily help you cut the chase in getting leads since most of the activities you will be doing are designed as short-term strategies. When outbound marketing is carefully done and planned, this will ensure a huge return on your investments in a fast manner.
The training programs in this type of digital marketing can be very time-consuming and costly. According to Agile CRM, training professionals specializing in outbound marketing should know how to approach customers in a personal way. Complemented with a great marketing strategy in the duration of the marketing training, this training can get you more leads and closed deals.
As the most in-demand digital marketing skill, Search Engine Optimization (SEO) training is a must.
If you want to reach more people through your website, you need to understand how SEO works. Assuring higher rankings in different search engines will ensure greater traffic and higher visibility for your website. You want to target these goals so you can get more page visitors and eventually, higher conversions.
SEO digital marketing training teaches digital marketing professionals to increase their website’s quality by making it user-friendly and easy in terms of navigation. Remember, if the website is optimized well, you get a higher ranking which results in better placements on most search engines.
Digital marketing trainers must emphasize these areas:
- Refining user experience
- Identifying what users are searching
- Creating content that will engage customers
- Giving the right signals to search engine crawlers
- Mastering several other SEO techniques
Content Marketing Training
In terms of increasing sales and customer loyalty that saves cost, content marketing is commonly used as a digital marketing strategy that focuses on creating and distributing content that is valuable and relevant to attract leads and drive profitability among customers. Leading brands and small businesses commonly use this strategy because it is cost-efficient and is found to be effective in terms of acquiring more leads.
However, not everyone can write or produce great content. A lot of digital marketing experts struggle in this area. However, what is great about content marketing training is that it is not limited to teaching you how to be a better content producer.
During the training, you can focus on the technicalities and learn how you can be a great content marketing manager where there is less writing involved, but more on managing resources that are essential for the writers you are going to hire.
Content marketing training is important because this teaches digital marketing professionals to provide content that the target market would like to consume on a regular basis until they become loyal customers.
The training must highlight the value of fostering authentic customer engagement. This can be done by disseminating valuable pieces of information to the customers in a timely and consistent manner. To do this, owning media and establishing strong personal relations and social media strategies is a must especially when teaching digital marketing professionals to create pieces of content that drive inbound traffic and leads.
PPC, or simply known as pay-per-click, is a digital marketing strategy in which advertisers pay a fee every time an ad is clicked. This digital marketing strategy buys visits to your site. PPC is one of the cost-efficient digital marketing strategies that reach audiences, provide great traffic, drive warm leads, allow for smart retargeting, and give promising benefits, especially in your social media strategy. In addition, pay-per-click ads are easy to produce.
When facilitating a great PPC training, make sure to teach digital marketing professionals in creating a great PPC advertising campaign. Focusing on keyword relevance, landing page quality, quality score, and creative keywords that will demand more clicks assures more interaction with your website.
PPC training is time-consuming in terms of teaching the trainees in keyword research; however, this is important as this will drive traffic to your site. Keyword research that teaches relevant, exhaustive, and expansive lists of keywords among trainees will ensure growth in their websites.
Email Marketing Training
Email marketing, advocating for the process of targeting leads through continuous engagement with the audience and customers through email, helps boost conversions by providing the customers with valuable and relevant pieces of information to achieve the goals of the company.
Especially that most people are frequently checking their email messages nowadays, this kind of digital marketing strategy drives a larger customer reach and engagement among customers; thus, driving more conversions and leads.
Since email marketing is an open platform, make sure that as a trainer you train the marketing professionals on the use of the NICAGE (Nurture, Inform, Convert, Attract, Guide, and Engage) principle. Make sure that when digital marketing professionals are engaging in email marketing, you must let the trainees implement email marketing strategies that nurture customers throughout their subscription, inform them with relevant pieces of information related to their products and services, convert effectively, attract more leads, and guide them, and of course, encourage engagement.
When engaging in the digital marketing world, the next thing that you should check is how to translate the behavior of the customers into actionable business data.
Brought by numerous digital analytics tools that determine the way digital marketers interact with the buyers, there is a need to obtain data from your website to strategize over the ways on how to improve your approaches as digital marketing professionals.
As a trainer in digital marketing, you need to focus on points regarding how much time people are spending on your site, how many pages they view during their visit, and the devices they are using. Of course, training marketing professionals include training on using some tools for analytics.
By gathering enough data, you can understand customers easily, make data-driven decisions, and optimize results into better opportunities for boosting customer reach.
Social Media Marketing Training
Social media marketing covers the production and sharing of content through the different social media platforms including but not limited to Facebook, Instagram, Twitter, LinkedIn, Pinterest, and even TikTok.
To help achieve better customer outreach and engagement, you must be able to leverage these social networking sites. Learning how to use social media may seem easy but there are tricky areas to uncover in order to use these channels the best way possible.
Should you train digital marketing professionals about this, make sure to let them use social media platforms that are aligned with their business objectives and social media marketing goals. If they want to target more professional leads, then they can use LinkedIn more. Letting them study their target audience, competition, doing a social media audit in terms of engagement, updating profiles, and finding inspirations are some of the things that can be taught when training professionals on this digital marketing strategy.
Marketing Management Training
Digital marketing management has a pivotal role in developing digital marketing strategies and overseeing projects and ensuring that the different digital marketing strategies are running smoothly from the start until the end.
As a trainer in digital marketing, specifically in digital marketing management, make sure that you effectively train them in terms of being responsible for planning, developing, implementing, and managing the overall digital marketing strategy of the company.
Marketing management training must prepare the marketing professionals for the challenges that may come with managing a team or leading marketing initiatives.