Training Programme

Objective: Understanding the importance and benefits of digital marketing tools in business development.

Why use digital marketing tools?

• Effectiveness and Automation: Improving the effectiveness of marketing campaigns through automation.
• Analysis and optimisation: Using data to analyse and optimise performance.
• Personalisation: Target audiences with personalised messages to increase engagement.

Digital Marketing Tools categories

• Customer Relationship Management (CRM) tools
• Marketing Automation Tools
• Analysis and Reporting Tools
• Social Network Management Tools
• SEO and Online Advertising Tools

Objective: Discover and learn how to use CRM and marketing automation tools to optimise customer management and campaigns.

CRM tools

• Salesforce: leading CRM for customer relationship management, data integration and sales process automation.

• HubSpot: All-in-one platform for CRM, marketing, sales and customer service.

Marketing Automation Tools

• Marketo: Customer engagement management solution to automate and personalise marketing campaigns.

• Pardot: B2B marketing automation to improve lead generation and lead management.

Objective: Learn how to use analysis and reporting tools to measure and optimise marketing performance.

Google Analytics

• Traffic Analysis: Monitoring and analysing traffic on your website.

• User behaviour: Understanding visitor behaviour in order to improve the user experience.

Table

• Data visualisation: create interactive dashboards to visualise data.

• Advanced analysis: Use advanced analytical functions for deep insights.

SEMrush

• SEO analysis: Website audit, keyword research and position monitoring.
• Competitive analysis: Analysis of your competitors' strategies to identify opportunities.

Objective: Use social network management tools to optimise your online presence and engagement.

Hootsuite

• Content planning: Programming and publishing content on several platforms.

• Performance tracking: Analysis of publication performance and follower engagement.

Buffer

• Account management : Simultaneous management of several social network accounts.
• Analysis and Reporting: Detailed reports on the impact and engagement of publications.

Sprout Social

• Interaction Management: Monitoring and responding to user interactions.

• Social Data Analysis: detailed insights for optimising social strategies.

Objective: Mastering SEO and online advertising tools to increase visibility and customer acquisition.

Google Ads

• Paid advertising: Creation and management of paid advertising campaigns on Google.

• Ad optimisation: A/B testing and ad optimisation to maximise ROI.

Ahrefs

• Keyword Research: Identification of the best-performing keywords for your content.

• Backlinks audit: Analysis of backlinks to improve your site's SEO.

Moz

• SEO analysis: SEO audit tools, keyword tracking and on-page optimisation.

• Competitive research: Analysis of your competitors' SEO performance.

Objective: Learn how to effectively integrate digital marketing tools into the company's overall development strategy.

Needs and Objectives Assessment

• Audit of Existing Practices: Analysis of current practices to identify gaps and opportunities.

• Defining objectives: setting clear, measurable objectives for the use of digital marketing tools.

Planning and Deployment

• Choice of Tools: Selection of the tools best suited to the company's specific needs.

• Deployment plan: Drawing up a detailed plan for integrating the tools into marketing operations.

Training and adoption

• Team training : Training sessions for marketing teams on the use of selected tools.

• Change Management: Strategies to facilitate the adoption of new tools and practices within the company.

Monitoring and optimisation

Performance measurement: Implementation of KPIs to monitor the impact of digital marketing tools on performance.

Continuous optimisation: Adjustment and improvement of strategies based on the data collected and the results obtained.