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Getting real value out of yourwebsite dataOverview Do you get regular reports from Google Analyticsbut do not really understand what they mean and what is important? This introductory coursewill help you to identify the most importantelements for marketers. You will understand whatactions to take where common problems ariseand how to tailor activities to enhance yourbusiness objectives. Benefits to you and your company You will learn how to access the meaning andvalue from within your website. You will be able to extract actionable insights from the dataproduced by your website to suggestperformance improvements. Your organisation will start to understand the realvalue of their website investment, giving anobjective insight to the engagement andconversions being generated by your targetaudience. Your organisation will be better equippedto perform multi-channel digital marketing.Who this course is forDelegates may be working as a marketing ordigital marketing professional, or in sales andmarketing for B2B. The course requires you tohave access to Google Analytics for yourwebsite. The attendee should have clearobjectives for their site if possible.What you will learn ßUnderstand what web analytics does for yourwebsite.ßKnow how Google Analytics collectsinformation, uses cookies and the informationit tracks.ßNavigate the Google Analytics interface.ßEvaluate content use by visitors.ßDefine and value actions on site.ßUnderstand accounts, profiles and users.ßUse and interpret content reports to measurewhat visitors are doing on your site.ßIdentify quality traffic and drivers of revenueand conversions to action.ßTrack search -both paid and non-paid.ßAnalyse Google AdWords position for betterperformance.ßTrack the performance of text, display andvideo adverts on Google's content network.ßUnderstand the purpose of using goals andhow to assign meaningful goal values.ßConfigure and interpret the funnel visualizationreport.ßEnable and track e-commerce.Learning approachßTheory of web analytics.ßPractical examples using the delegates' liveGoogle Analytics.Google Analytics Book onlinewww.cim.co.uk 15Digital Marketing7 CPD hoursCoursecode0453Level FoundationDuration1 dayVenues and datesLondon201112December201218April18July22NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßDigital Metrics andAnalytics (p84)Moredatesandtobookonlinewww.cim.co.uk/0453High impact, low cost digitalmarketing for SMEs7 CPD hoursCoursecode0441Level FoundationDuration1 dayVenues and datesLondon201103November 201215February15May13September13NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßSocial Media Marketing(p16)ßE-mail Marketing (p18)ßDigital Metrics andAnalytics (p84)Moredatesandtobookonlinewww.cim.co.uk/0441Overview In these challenging times, the need for SMEsand other cash-strapped organisations to usehigh-impact but low cost marketing has neverbeen greater. If your marketing budget has been slashed then this new, highly practical workshop will show you how to use effective web marketing to get your message out quickly, simply andcheaply, using tools such as blogs, YouTube,Twitter and Facebook.Benefits to you and your company You will learn how to improve your reputation in social media and how to get the most from a variety of interactive digital channels. You will also better understand how to identify andtrack your key performance indicators (KPIs) and demonstrate to others the ROI of your online marketing.Your organisation's brand will be exposed to a wider audience via low cost and engagingmarketing techniques. Who this course is forMarketers with some offline experience but withlittle or no online marketing knowledge. Thecourse will suit small business owners/managers,consultants, marketing executives, accounthandlers and those in a general marketing role. What you will learn ßHow to use digital marketing to find, win andkeep customers.ßSetting web marketing objectives.ßVital data you must know about your onlinecustomers.ßHow to integrate your on and offline marketing.ßThe must-know terms, jargon and definitions.ßThe six key principles of blog design thatgenerate sales and enquiries.ßThe eight dos and don'ts of Facebookmarketing.ßBasics of producing video for the web.ßThree simple things to improve the impact ofyour web video.ßCheap and easy to use video production andediting tools.ßSearch engine marketing: what is it anddozens of ways you can improve.ßPay Per Click: what is it and how can you saveyourself time, money and effort.ßThe essential Google Analytics reports youshould create.ßAn insight into the future of digital and theimportant trends you should be aware of.Learning approachThis is a highly interactive course and includesmore practice than theory. The course will includethe use of pre-reading, individual and groupexercises, case studies and plenty of discussion. New courseDIY Digital MarketingNew course

Exploit the potential and manage thedownsides of consumer participationin online social media7 CPD hoursCoursecode0651Level FoundationDuration1 dayVenues and datesLondon201115September 13October 01November 20December 201224January 20March03July23OctoberBirmingham201116September201215June30NovemberManchester201123November 201227April 21SeptemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßAdvanced Social MediaMarketing (p26).Digital Marketing (p24).Online PR and ReputationManagement (p20)Moredatesandtobookonlinewww.cim.co.uk/0651Social Media MarketingExploit the potential of social mediato drive engaging business tobusiness dialogue7 CPD hoursCoursecode0747Level FoundationDuration1 dayVenues and datesLondon201116November 201214February 28June25September 13DecemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßAdvanced Social MediaMarketing (p26)ßDigital Marketing (p24)Moredatesandtobookonlinewww.cim.co.uk/0747Social Media Marketing B2BDigital Marketing16Training bookings and advice +44 (0)1628 427200Overview Your products, services and brands are beingdiscussed right now on the web, and this isinfluencing customer perception and action. Thiscourse will give you a complete guide to youroptions for using social media to naturally interactwith your audience to better understand andpositively influence them, and manage negativecomments. The course also fully considers youroptions of techniques, tools and suppliers. Benefits to you and your company This course will get you up-to-speed with thelatest tools and techniques in social mediamarketing and ensure you have the confidence toboth use and experiment within this increasinglyimportant marketing channel.This course will help you develop a plan,prioritise your different options and measure theeffectiveness of your activities.Who this course is for The course is for those who need to know moreabout social media and social networking so theycan assess its relevance, plan an approach orimplement social media. It is best suited toindividuals who have limited experience of socialmedia marketing and are looking to fast-track theirknowledge and skills. The course covers elementsof strategy and planning, so is suitable across awide range of job role from senior to junior. What you will learn ßDistinguish between different forms of socialmedia marketing activity.ßAssess the value of a social network to yourbusiness.ßReview where your brand and products arebeing discussed.ßMeasure the effectiveness of social networkmarketing and e-PR.ßSelect the best tool for monitoring socialnetworks.ßSelect agencies for engaging in socialnetworking on your behalf.ßDevelop policies for employee participation insocial networks for marketing purposes.ßBuild social media and networking into acampaign.ßDevelop a plan to prioritise and implementdifferent forms of social media marketing.ßEvaluate approaches for integrating socialmedia into your own site.ßCreate your own social networks, blogs, etcusing free and paid systems.ßManage a crisis (blogstorm).Learning approachAn interactive workshop that combines wholegroup discussion with pair and group work. Casestudies are analysed, and exercises are used toapply the learning to your own company.Overview B2B marketing is changing. New media andtechnologies are now an essential part of the B2Bmarketing mix. The digital landscape is now athriving, social environment with a growing numberof techniques that businesses are starting toexploit. Learn how to use social media to engagewith business customers in this social sphere togenerate new leads, build relationships andenhance customer service. Benefits to you and your company Get up to speed with the latest in social mediaand select tools relevant to your organisationrather than following the crowd. You will learn toevaluate and prioritse your options, know whichsocial media tools matter and how to use them,develop your online plan and get your businessahead online.Gathering customer views and market research,gaining favourable comments and testimonials,reaching new markets and generating qualifiedsales leads are just some of the ways businessesuse social media to gain advantage. Who this course is forThis course is for marketers, digital marketingpractitioners, sales and new business specialistswho work in B2B marketing, who need to knowmore about social media.What you will learn ßAssess and understand how social media isaffecting B2B marketing.ßDistinguish between different forms of socialmedia activity.ßReview and assess the value of social tools toyour business.ßDevelop a planning framework to implementdifferent forms of social media marketing.ßUnderstand the principal techniques,outcomes and advantages of social media.ßConsider content aggregation and sharingacross the digital ecosystem.ßConsider policies for employee participation insocial marketing.ßBuild social media and networking into yourcampaign.ßEvaluate approaches for integrating socialmedia into your own site.ßCreate your own social networks, blogs, etc.using free and paid systems.ßAssess and select the best tool for monitoringsocial networks.Learning approachThe instructor takes a modular approach to the day. Each topic area is presented coveringgood theoretical practice, highlighted withexamples, followed by short group exercises.Discussion and debate is encouraged withdelegates asked to provide examples from within their own organisations.