Management & Soft Skills
Digital Marketing Skills
A programme in digital marketing for small businesses and commercial teams: choosing the right platforms for the audience, preparing content and a content plan, running paid campaigns on search engines and social platforms, and measuring results with indicators and improving them.
Overview
About the programme
Duration
3 days
Training hours
15 hours
Delivery
Training hall · Virtual · At your premises
Language
Arabic or English
Objectives
Training outcomes
- Define the target audience and the customer journey, and choose the platforms that suit them.
- Prepare a content plan and publishing calendar that serve the business’s goals.
- Set up the basic presence: the website, the Google Business Profile and the social media accounts.
- Set up a paid campaign: objective, targeting, budget, ad and conversion tracking.
- Measure results with indicators, analyse them and improve the campaigns.
Content
What the programme covers
Day 1: strategy and basic presence
- Digital marketing objectives and how they link to the business’s goals; the target audience and the customer journey.
- Channels: website, search engines, maps, social platforms, email and messaging.
- Basic presence: a clear website, the Google Business Profile and search engine optimisation basics.
Day 2: content
- The content plan and publishing calendar, and content types for each platform.
- Writing and designing content with readily available tools; images and short videos.
- Legal requirements: the E-Commerce Law, the Personal Data Protection Law and advertising rules.
Day 3: paid campaigns and measurement
- Paid campaigns on search engines and social platforms: objective, targeting, budget, ad and landing page.
- Conversion tracking and analytics tools, and indicators: reach, clicks, conversion rate and cost per acquisition.
- Improving campaigns through testing and comparison, and preparing a monthly report, followed by the assessment.
Who it is for
Target audience
Owners of small and medium enterprises, marketing, sales and business development staff in companies, and staff responsible for an organisation’s digital accounts.
Method
Delivery method
Hands-on work in which every participant works on their business’s accounts or on test accounts, and prepares a content plan, an outline paid campaign and a measurement report. No live paid campaigns are launched during the programme unless the business decides to.
Questions
FAQ
Does a participant need existing advertising accounts?
No. Participants can work on the business’s accounts if it has them, or on test accounts; each participant needs a laptop.
Is the programme suitable for government bodies?
The programme focuses on small businesses and commercial teams. The content and measurement parts can be adapted for communication teams in government bodies, leaving out commercial campaigns.
A programme tailored to your organisation
The duration and topics of the programme are adjusted to the organisation's needs, and it is delivered at its site, in a training hall arranged by the Center, or virtually.