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It’s been two weeks of ‘back to school’ and what a great couple weeks it has been. Both Week 1 and Week 2 have far exceeded my expectations. I wish school was like this way back when I went to school; perhaps it’s part of the reason I never finished. I chose Digital Marketing at BrainStation to take what I’ve learned over the years and combine that with some formal training from industry professionals. I was worried I was going to be reviewing the basics and this could potentially be a huge waste of my time. I was dead wrong. Some “common” vocabulary used over the past two weeks: Google it, ping me, KPI’s, opt in/opt out, A/B test, SEO, SEM, UX/UI, CTA’s, algorithm, CPC, CPA, keywords, meta tags, hash tags, subs, landing pages… The list goes on! And yes, these terms are all common in the digital marketing world, and to my surprise I had heard most of them.
We covered an Intro to Digital Marketing in Week 1, and while I have a lot of previous experience with SWOT analysis, the exercise we did was definitely much more specific. For example, a few takeaways included breaking down a traditional SWOT into sub categories of the business and conducting a SWOT for each – Paid (ads), Owned (created, blog, website), Earned (PR), People (team), Processes, Technology (eg Shopify).
During Week 2, we took the foundation we established from Week 1 and begun building tactics, and more specifically SMART goals. We covered SMART goals, understanding a digital funnel, creating user personas based on our target audience, and last but not least, we were able to build a channel and communication plan.
Looking forward to next week already!