Upgrade your
digital marketing
skills
Digital Marketing Essentials is the ultimate introductory guide to digital marketing.
gain 25 years of marketing experience in just 3 hours!
Whether you’re launching a new project, own an established business, or work as a freelancer, when it comes to marketing everyone wants the same thing. More leads and more sales.
Since the whole world is on the internet, digital marketing seems like the answer.
But with so many different channels and possibilities to spend your precious funds it can be hard to know where to start.
My Digital Marketing Essentials course not only explains where to start, it provides the background you need to understand how marketing works, and a simple step-by-step process to help you define the right objectives and develop an effective marketing strategy for any business.
what you will learn
The course includes everything you need to create an effective marketing strategy and design marketing campaigns which will resonate with your target audience and create the impact you need to generate leads and make sales.
If you’re looking for a complete, tried-and-tested system you can use to create and deliver marketing campaigns that generate results, this is it.
1.
Straightforward, “hype-free” training
The Digital Marketing Essentials course is made up of 6 sessions, split into 45 lessons, which take roughly 3 hours to study and can be completed in your own time. By providing case studies and examples throughout the course, I demonstrate how and most importantly why specific strategies work in different contexts.
2.
Templates to copy for your project
Included with the course are four downloadable digital templates to help you plan, design and deliver your own marketing strategies and campaigns.
3.
Bonus section covering the core tools of digital marketing
The bonus section explains the core tools you will need to master to deliver professional digital marketing campaigns. Even if you do not plan on delivering all aspects of a marketing campaign yourself, understanding these tools will help you write briefs to delegate and outsource aspects of your campaigns.
what people say about the course
I enrolled on this course and I have to say it is BRILLIANT!
As a marketing professional I have learned much organically, through my own research and through trial and error. I have found this course to be extremely helpful in focusing my current work and as a refresher for all the things I ‘know’ but don’t have set out or structured nearly as clearly as Oli has done here.
Frances, Marketing Manager
This course is a great investment for anyone looking to deepen their understanding of digital marketing or build on existing knowledge.I took it as a refresher and to stay current with digital strategies. There were concepts and insights I hadn’t come across before, which made it feel fresh and relevant.
Talitia, Marketing Executive
I think the course is fantastic.
It’s clear, precise, full of real life examples, hands on templates, and insights from really testing your objectives to the kind of KPIs to track and measure – and where you can get data to do this – a lot of key information non marketeers would never know, and key things you need to think about before trying to do anything.
Nicola, Business Owner
This course provided me with the tools and confidence to take my business to the next level.
As a small business owner, I needed to learn how to effectively market my products online and the step by step guide Oli provides has helped me enormously. By working through the templates he provides I am now seeing results from my first marketing campaign!
James, Entrepreneur
what the course covers
Everything you need to understand what digital marketing is, how it works and how to design a marketing strategy and campaign plan for your business.
Session 1: An introduction to digital marketing
First we take a step back to lay the foundations and define what marketing is, and what it isn’t. I provide a unique introduction to digital marketing which highlights the central component of digital marketing that often gets overlooked. Then we look at two case studies to get an idea of what successful digital marketing looks like in practice: A Public Service Announcement that went global, and a zero budget user acquisition & environmental awareness campaign.
Session 2: Defining the scope of a successful digital marketing campaign
Next I introduce the 8 step process of effective marketing and provide a digital template for you to follow as I explain how to define the right objectives for your marketing strategy. We discuss target audience identification and look at a powerful case study highlighting how one business more than doubled their revenue by identifying a new target audience. We also cover defining offers and identifying customer locations, as well as budget – and how to avoid it being the limiting factor.
Session 3: Planning effective digital marketing campaigns
Session 3 covers defining an effective Call To Action and includes a case study with a great call to action which delivered global impact.
We look at defining key messages and introduce the full range of digital marketing channels, including their pros and cons. We explore multi-channel integration and how to design integrated campaigns.
Session 4: Designing successful digital marketing campaigns
Session 4 covers channel selection and why is is critical to pick effective KPIs. We cover creating campaign concepts and look at a case study of a creative concept for a combined lobbying and customer acquisition campaign. We explore key messaging at each stage of the customer journey, content planning and distribution and project management for effective campaigns.
Session 5: Implementing an effective digital marketing campaign
Finally we cover monitoring and dashboards, Customer Relationship Management (CRM) systems and the importance of reporting and feedback loops. We highlight the value of, and techniques for testing before launching your digital marketing campaigns. We explore continuous optimisation in detail and how to utilise data-driven decision making to set priorities and improve your campaigns. We cover the value of understanding CAC:CLV ratios, as well as the importance of experiments and community gardening.
BONUS Section: Essential digital marketing tools
The bonus lesson provides a complete overview of the core tools you need to understand to deliver, or outsource and manage effective marketing campaigns. Plus, I include a list of free tools and resources you can utilise for your campaigns.
the full Curriculum
Click on the headings below for the full breakdown of each session:
Session 1: An introduction to digital marketing
- What is Marketing?
- An introduction to the purpose, scope and goal of marketing
- An introduction to digital marketing
- An introduction to the breadth and goal of digital marketing
- CASE STUDY – Public Service Announcement that went global
- Discover how and why this digital marketing campaign racked up more than £25 million of media coverage in less than 2 weeks and became a global phenomenon generating over 300 million views.
- CASE STUDY – Zero budget user acquisition & environmental awareness campaign
- Discover how I generated more than 4000 user registrations within 3 months for a completely new brand, and got paid to promote some of the UK’s leading ethical brands.
Session 2: Defining the scope of a successful digital marketing campaign
- Introduction to Session 2
- An introduction to the 8 step process you can follow to create an effective marketing strategy and digital marketing campaign for any business. Plus insights on budget – and how to avoid it limiting the reach, and effectiveness, of your campaigns.
- The 8 step process of effective marketing
- The way to determine a marketing strategy and plan is to work through the marketing planning process by asking, and answering, a series of questions.
- Step 1: Defining the right objectives
- Defining the right objectives is critical for any digital marketing campaign. This lesson details how to ensure you define the right objectives when planning your campaigns.
- Step 2: Target audience identification
- How to identify your target audience to ensure you’re reaching the full breadth of your addressable market. Plus, understanding Ideal Customer Profiles, Buyer Personas market segmentation.
- CASE STUDY – Increasing revenue by identifying a new target audience
- Discover how strategic questioning followed by a highly focused digital marketing campaign enabled me to identify a new target audience with the potential for repeat business and deliver a 150% increase in revenue for my client.
- Step 3: Defining offers
- How to define the most appealing offers that address each customer types’ needs and to re-frame offers to make it easier to deliver on your objectives.
- Step 4: Defining customer locations
- Learn how to reach your target customers where they are.
- Budget – and how to avoid it being the limiting factor
- How to create marketing value with zero or limited budget, plus guidance on outsourcing vs in-house development to help you know what to invest where.
Session 3: Planning effective digital marketing campaigns
- Introduction to Session 3
- Step 5: Defining an effective Call To Action
- How to define the simplest action you need your customers to take to deliver a result and to develop these into CTAs for each customer type.
- CASE STUDY – A creative concept with a great call to action which delivered global impact
- Discover how this organic campaign raised over $115 million in the US during the summer of 2014.
- Step 6: Defining messages
- Learn how to present your messages in the most appealing way for each customer type.
- Digital marketing channels
- A detailed look at the full breadth of digital marketing channels you can use to disseminate your offers to your target audience, their advantages, disadvantages and comparative costs.
- Multi-Channel integration and designing integrated campaigns
- There are multiple channels available for most digital market campaigns, so determining which channels to use can seem daunting. Understanding complementary channels can help simplify your campaigns.
Session 4: Designing successful digital marketing campaigns
- Step 7: Channel selection
- What you need to keep in mind, and the key questions to ask, to ensure you select the right channels for your campaign.
- Step 8: Defining effective KPIs
- Defining the right Key Performance Indicators can make or break a digital marketing campaign. In this lesson I explain how to ensure your KPIs are on point.
- Creating campaign concepts
- Learn how to develop brilliant digital marketing campaign concepts, run concept generation sessions and evaluate ideas to select the most effective creative ideas.
- CASE STUDY: A creative concept to support a lobbying and customer acquisition campaign
- Discover how a smart creative concept supported this campaign on multiple levels.
- Key messaging and the Customer Journey
- Learn how to map out your key messaging for each stage of your customer journey and make sure you’re saying the right things at each stage.
- Content planning and distribution
- Understanding the value of a content plan to help you map out what you will be developing, when it will be delivered and what you need to do when, with a link to our free Content Planning Template.
- Project management
- The quick guide to project management.
Session 5: Implementing an effective digital marketing campaign
- Introduction to Session 5
- Monitoring and dashboards
- The importance, key features and how to ensure you get value out of monitoring and dashboards.
- Customer Relationship Management (CRM) systems
- What to understand and think about when selecting a CRM and how to avoid getting too bogged down…
- Reporting and feedback loops
- A large part of any digital marketing campaign is reporting on progress. Learn how to ensure your reporting delivers value for you and your team.
- Testing, fixing and retesting
- Testing and fixing are critical pre-launch activities. Learn how to gain value from these activities and run a ‘stealth launch’.
- Launching your digital marketing campaign
- How to plan and run a successful digital marketing campaign launch through a series of steps.
- The Magic Marketing Machine
- Everyone likes the idea of a Magic Marketing Machine! But where can you find one and how does it work!?
- Continuous optimisation
- Why optimisation is critical and what you need to worry about.
- Data-Driven Decision Making
- Digital marketing’s forte is its ability to utilise data to maximise results. This lesson explains how and why it works, with a powerful example.
- Setting optimisation priorities
- How to use the ICE Scoring Model and the PDCA process to make sure you focus on the right things to optimise.
- Understanding Customer Acquisition Costs & Customer Lifetime Value
- Customer Lifetime Value and Customer Acquisition Cost are two of the most important metrics in digital marketing – here’s what you need to know.
- Feedback loops & experiments
- How to capture value from feedback loops and gain insights from experiments.
- Community gardening
- Learn how to build your brand and loyalty to your business by developing and nurturing a community.
The Quiz
Digital Marketing Essentials – Quiz. 45 questions
BONUS Section: Essential digital marketing tools
The core tools of digital marketing – Every aspect of digital marketing requires using different tools – this bonus lesson provides a complete overview of the core tools you need to understand.
who is the course for?
The Digital Marketing Essentials course has been designed for beginners to provide a complete background in digital marketing. The course is perfect for:
- Sole traders who want to boost their business through digital marketing
- Start-up businesses looking to develop an expert digital marketing strategy
- Small businesses and charities that want to improve their existing plans, or develop a new digital marketing strategy
- Marketing Executives that are looking to up-skill and gain a deeper understanding of the principles, tools and techniques of digital marketing
who created this course?
My name is Oliver Sylvester-Bradley and I’ve been promoting purpose-driven businesses for more than 25 years.
Check out some of the brands I have worked for and the businesses I’ve started on my Work page.
“Oli initiated one of our first partnership campaigns. The resulting promotion turned into our most successful marketing activity in terms of exposure and revenue.”
Rob Reason, Founder of HiddenCity
“I have worked in the energy industry for nearly 40 years and have collaborated with many marketing teams and individuals. I can honestly say that Oliver is by far the best marketing professional I have worked with. He just gets it! His no-nonsense, forthright approach and sharp thinking gets the job done quickly and efficiently. Oliver’s expertise and dedication make him an invaluable asset to any business needing marketing services.”
Andy Vickers, Powersystems UK
“Oli is a brilliant all-round marketeer with top-of-class digital media skills”
Jeremy Leggett, CEO Highlands Rewilding
“The environmental debate needs more people like you with your considerable chutzpah!”
Jonathan Porritt, co-founder Forum for the Future
“I have had the pleasure of knowing Oli since the very early days of SolarAid and worked alongside Oli many years larer. Throughout, Oli has shown exceptional commitment to sustainable development. Oli is also very accomplished comms and marketing professional, who led that area at SolarAid efficiently and effectively.”
John Keane, CEO SolarAid
“Oliver listened to our needs and quickly and diligently built our internet presence using his excellent SEO skills. We soon featured more highly in natural search than we ever did before, achieving the #1 spot on google.co.uk in under three months and our leads more than doubled.
We also employed Oli to develop a growth strategy to increase revenue. Oli helped us identify a new customer segment, ran an outreach program and helped us hook a whale! That single deal generated £350k in revenue which was about 50% more than our total annual revenue at the time.
James Young, Business Development Manager
ready to Upgrade your
digital marketing
skills?
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Download a free marketing campaign case study to see an example of the course content.