Building a Digital Marketing Strategy & How to Structure Your Digital Marke...

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IKON Academy

Unit 5 Three Rivers Business Centre

Felixstowe Road


IP10 0BF

United Kingdom

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Building a Digital Marketing Strategy & How to Structure Your Digital Marketing Skills for Success

This intensive half-day workshop is packed full of great strategic and tactical advice on how to ensure that your business makes more money online across the range of digital marketing channels.

The course not only introduces you to the models and frameworks for creating a bespoke strategy for your business but, throughout the day you will have time and support to apply these theories to a plan that you can take away and implement.

Who is this course for?

This course is designed to help those that are responsible for making more money online for businesses. It is especially useful for Website Owners, Marketing Managers and Digital Marketing Managers that want clarity on their audience and where they should be investing budgets for maximum impact.

The course starts with the basics but quickly extends to in-depth detail that would be appropriate beginners and experienced Digital Strategists.

This course, as with all the New Anglia Growth Hub events, is suited and intended for businesses already running and established for 6 months or more. Please refer to courses by NWES and MENTA for courses more suited for those businesses who are pre-start or have been trading for less than 6 months.

What you will need

We recommend bringing a pen and notepad to capture notes on the day. Some attendees choose to bring a laptop and follow the steps during the practical exercise on their own website and analytics account. Note, we cannot guarantee WIFI access on the day.

You will get the most from the course if you come to the course with a clear idea of the vision for your brand and a good understanding of the profile of customers that you would like to target.

Beyond that we ask for your enthusiasm and excitement!

Key Topics Covered on the Day:

  • The Digital Landscape

  • An introduction to channels (SEO, PPC, CRO, Digital PR, Email, Marketing Automation, Content Marketing & Social Media)

  • Auditing current performance

  • How to structure your marketing department for success online

  • How to develop a position in the market that separates you from your competition

  • Brand Positioning – Setting Global Goals, values and target markets

  • Where are our customers?

  • Developing a distribution channel plan

Desired Outcomes:

  • Understand the digital marketplace

  • Understand and apply the Strategic Brand Management Framework

  • Audit current performance

  • Create a tangible document to communicate brand positioning to your team, customers and partners.

  • Create a bespoke distribution channel plan

  • Develop an action plan

  • Create positive change within your business through education and awareness.

  • Spark ideas on how you can get the most from the platform and improve the way you measure the performance of your business online.

  • Provide the ability to make better (data-driven) business decisions in the future.

Agenda for the Day

9:15 – 9:30 Registration, Tea & Coffee

9:30 - 9:45 Welcome, H&S & Growth Hub 'Who are we and how can we help'* (15 mins)

9:45 – 10:15 The New Digital Marketplace Environment & How to structure your marketing department for success* (30 mins)

10:15 - 10:45 What is Strategic Brand Communications?* (30 mins)

10:45 - 11:15 Auditing Current Performance (Practical)* (30 mins)

11.15 – 11.30 Refreshment Break: Tea/Coffee

11:30 – 12:00 Brand Positioning – Setting Global Goals, values and target markets (Practical)* (30 mins)

12:00 – 12:30 Perfect Customers and where to find them (Practical)* (30 mins)

12:30 - 13.00 Developing a Distribution Channel Plan (Practical)* (30 Mins)

13.00 - 13:15 Q&A, Discussion* (15 mins)

13:15 Close

Total hours: 4hrs

Total *IDB = 3hrs 30mins

State Aid for this is £175 or 196.33141 Euros (£1 = 1.12189 Euro as at Dec 18)

About the Presenter/Trainer: Tom Bowden, Director of Footprint Digital

As a member of the elite, Google Analytics Certified Partner network Tom Bowden and the team at Footprint Digital Ltd help companies make more money online through SEO, PPC and Conversion.

A strong believer that businesses can do better and an advocate for continuous testing Tom helps companies improve their online experience and increase customer satisfaction. Using a unique and innovative testing methodology his team of experts not only generate significant revenue growth for their clients but, also, forge a new path for how websites should be built.

Tom shares result from the numerous tests he has run and helps you make better decisions to ensure your business thrives online. He has a wealth of experience and has developed global strategies for the likes of Sony, Motorola and Cartoon Network, as well as localised strategies for small and medium-sized businesses that are hungry for growth.

Tom is the person to talk to if you are interested in understanding the most effective way to invest online (Google Analytics), generating business through Google Adwords (PPC) and improving the conversion rate of your website (CRO).


I want to book for more than one person from my company?

Due to the popularity of these events, we are only able to allow one person per company to attend. However, please email, if you wish a colleague to attend as well and if we have cancellations we will notify you immediately in a first come, first served basis to offer another ticket.

What are my transport/parking options for getting to and from the event?

Getting here by public transport can be difficult, so please contact the venue for the best advice.

The venue can also be difficult to find the first time you visit. It is not far from the Seven Rivers crematorium, and not far from Sainsbury's etc. As you head down Felixstowe road, depending on which direction you are coming you will need to look out for the signs for the Toad Hall camping site. Turn into this road and then immediately left into the Business Centre.

Parking is available on site at the venue but this is limited. As you enter the business centre, IKON is to your left in the last unit on the left, however, please drive around the back of the building in front of you and park in the spaces which do not have names on. If these are all full, you can park along the back of this building, side on to the building, so pointing along the side of the building. There are a few spaces with IKONs name on we can use, but these are limited, if you require a space due to mobility issues, please let us know so we can try and reserve these for you.

Details for parking, and alternative transport options and distances, as well as contact numbers for the venue, are all available on their website is given below.

How can I contact the organiser with any questions?

Please email if you have any questions or queries.

What will be done with the information I supply?

Your information will be stored on Eventbrite according to Eventbrite terms and conditions. Upon arrival you will be required to sign in on our attendance sheet, to provide evidence of your physical attendance, a state aid and feedback form for the event, and if we are missing of the key data, such as company name, address contact number a form to collect this missing information. This will be kept on the server as evidence for our ERDF funding for the length of the contract evidence requirements. After your attendance will be stored on the secure Growth Hub CRM system. This is required in order to provide evidence of your attendance and eligibility for the course. This will be kept to the statutory dates any only accessible to Growth Programme and authorised personnel. If you request further contact from an adviser post this event they will use this information to contact you and log any future interactions, again to evidence for ERDF funding.

Your information will not be given to any third parties without your permission. However we will share your details with our trainers if you tick the sign in box next to your signature upon signing in, so they are able to contact you should you wish them to.

Any paperwork completed by you for the course, you are welcome to have copies of upon request.

State Aid Declaration

This event is delivered, free of charge, to SMEs (SME is defined as an Enterprise with fewer than 250 employees and has either an annual balance sheet not exceeding 43mEuro or Annual Turnover not exceeding £50m) other restrictions may apply. This support is being provided as de minimis aid under EC Regulation 1407/2013 (De Minimis Aid Regulation). The value of this support has been calculated as £175 or 196.33141 Euros (£1 = 1.12189 Euro as at Dec 18).

Please note: This is not a request for payment; we are merely required to notify you of the value, which will be relevant if you wish to apply or have applied for any other de minimis State Aid in the future. There is a ceiling of €200,000 for all de minimis aid provided to anyone organisation over a three fiscal year period (i.e. your current fiscal year and previous two fiscal years).

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IKON Academy

Unit 5 Three Rivers Business Centre

Felixstowe Road


IP10 0BF

United Kingdom

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