FITS•ACE

Curriculum

Introduction

• 1WelcomeBefore we dive into learning about digital marketing, let's get acquainted with each other.
• 2Common Sense RulesSome general guidelines for online marketing to stop you getting caught out.
• 3MythsLet's bust a few myths that you might have about digital marketing.



Formulate

• 4Elevator PitchLet's get stuck into creating an elevator pitch, which will help to define what you're all about.
• 5Customer PersonaPinpoint an ideal customer and you'll be able to deliver a pitch-perfect strategy.
• 6Market ResearchComprehensive market research is the backbone to all effective marketing strategies.
• 7Buying CyclesUnderstand the buying cycles of your target market and position yourself accordingly.
• 8Keyword ResearchWhy you need to choose your primary keywords carefully, and how they should be used.
• 9Competitor ResearchCheck out what your competitors are doing and you'll stay one step ahead of them.
• 10Define your USPGet to grips with your unique selling proposition to help you position your business.
• 11Brand PerceptionUnderstand who your company is, and how it intends to represent itself in the market.
• 12Set ObjectivesSMART objectives will keep you on track and assist with measuring if you're on the right track.
• 13Marketing BudgetDetermine your digital marketing budget so that it doesn't stretch your wallet too far.
• 14Lean CanvasDevelop a fast, concise and effective plan of action that focuses on problems, solutions and advantages.



Improve

• 15Buyer MappingMap your persona's buying cycle to your website to enhance conversion rates.
• 16Website EssentialsEssential information to ensure your website is ready for a massive amount of traffic.
• 17Basic Principles of Design
• 18Best PracticesOptimise your website so it leaves your visitors with a fantastic impression about your business.
• 19Enhance your Home PageHow to create the perfect home page that converts customers & attracts sales.
• 20Other Important PagesStrategies to optimise other important pages to drive sales upwards.
• 21UsabilityBasic steps to ensure that your website is functional and usable for everyone.
• 22Landing PagesHow to create a landing page that converts far more than industry averages.
• 23Optimise for DevicesAdvice to ensure that your website is optimal no matter what device is being used.



Touch

• 24Content MarketingCreate amazing website content that turns browsers into paying customers.
• 25Email MarketingHow to use email marketing as a truly effective marketing channel and sales funnel.
• 26Social MediaUse the vast reach of social media channels to find and engage with brand new customers.
• 27SEOGet to grips with the basics of Search Engine Optimisation to grow organic traffic to your site.
• 28SEMOther ways to use search engines to attract even more visitors to your site.
• 29Affiliate MarketingUse an army of affiliate partners to help you gain extra market penetration for your products.
• 30Guest BloggingWriting blog posts for others can build authority, visibility and build a good backlink profile too.
• 31Collaboration and PartnershipsWork with other organisations to grow and enhance your brand into new markets.
• 32Public RelationsUse the power of local, national and international media channels to attract more traffic.
• 33Co-BrandingCreate new products and services such as widgets to grow your customer base.
• 34Community MarketingDiscover how to use forums, groups and Q&A websites to raise your online profile.
• 35Influencer OutreachUse the power of influencer marketing and use their customer base to drive new traffic.
• 36Offline MarketingUse the power of traditional marketing methods to bring more customers to your business.
• 37Newsjacking TechniqueHow to jump onto the 'hot news' bandwagon to get massive amounts of publicity.
• 38Contests and CompetitionsCreate massive viral campaigns through running contests and competitions.



Seduce

• 39Traffic AcquisitionLearn how to attract high-quality traffic through online display advertising channels.
• 40Lead GenerationDiscover ways to increase conversions through lead generation methods.
• 41Facebook AdsLearn how to create and set up effective display ads in Facebook Ads.
• 42StorysellingHow to use storytelling in your content strategy that drives sales upwards.
• 43Google AdwordsHow to create and deliver a Google Adwords campaign from scratch.



Actuate

• 44Understanding Online SellingWhat’s so different between traditional and online sales techniques? What should I know?
• 45Basic Consumer Psychology
• 46Persuasion MethodologiesUse subtle (and ethical) persuasive techniques to ensure more people take action on your website.
• 47Building TrustAre you trustworthy enough? Let’s discover how to build a user’s trust and confidence in you.
• 48Conversion FunnelsConversion funnels help you to convert prospects into buyers who come back time and time again.
• 49Interactive ContentHow adding calculators, quizzes, infographics and polls can turn more visitors into customers.
• 50Lead Conversion OptimisationOptimise your conversion funnels to turn even more people into paying customers.
• 51AutomationAutomate your digital marketing tasks to free up time and improve results.



Cultivate

• 52CRMUse the power of Customer Relationship Management tools to enhance their experience.
• 53Customer LoyaltyEffective methods to ensure that your customers keep coming back to you.
• 54Lead HandlingBest practices and advice for handling leads generated through digital channels.



Evaluate

• 55KPIsIs your digital marketing strategy on-target? Let's see how we can measure its success.
• 56Google AnalyticsTrack, measure and discover insightful information about your website visitors.
• 57CLTVHow to measure your customer’s lifetime value, and discover ways to increase their worth.
• 58DiscoveryDiscover content that is underperforming or overperforming, and what to do about it.
• 59ToolsA selection of fantastic tools that can help you to measure how well your website is performing.
• 60Digital Strategy Plan