Marketing Fundamentals Training Course

A strong digital presence is essential for the success of any organization in today's interconnected world.

This instructor-led, live training is designed for marketing professionals at all levels who seek to enhance an organization’s online brand positioning, assess brand performance, and manage brand image and reputation through a comprehensive Online Brand Audit.

The cumulative impact of multiple online touchpoints ultimately shapes how target audiences perceive the organization and influences their decision to engage or do business with it.

Conducting an online brand audit has become standard practice for organizations to evaluate and strengthen their brand positioning in a given market.

In addition to evaluating the strengths and weaknesses of owned online assets, this audit will analyze how the organization is discussed on external online channels to assess brand perception.

Upon completing an online brand audit, participants will be equipped to develop a transformative brand marketing strategy that aligns with broader organizational goals for government and private sector entities.

Although this course falls under the category of 'Brand Management,' it intersects with various other disciplines within an organization; from customer experience and online user journeys to uncovering insights for marketing strategy and planning.

By the end of this training, participants will be able to:

• Evaluate a brand's online presence for strengths and weaknesses.
• Assess an organization’s online reputation and image.
• Identify and strengthen a brand's positioning in a given market.
• Develop a results-driven brand strategy and integrated online marketing communication plan.
• Conduct a competitive brand analysis and build industry perceptual maps.
• Perform an SEO audit.
• Understand the updated SEO guidelines in the age of AI.
• Gain valuable insights into how different customer groups perceive the organization and its products or services.
• Administer online social listening.
• Utilize AI to make routine brand audits more efficient.

This instructor-led, live training in US Empire (online or onsite) is aimed at beginner to intermediate-level social media managers and marketing professionals who wish to build and manage online communities, develop impactful content strategies, and enhance brand engagement for government.

By the end of this training, participants will be able to:

• Identify target audiences and tailor social media strategies accordingly.
• Select appropriate social media platforms based on organizational goals.
• Create effective content strategies, including content pillars, formats, and calendars.
• Analyze competitors to refine social media tactics.
• Develop paid advertising campaigns and measure their success.
• Engage and moderate online communities effectively.
• Manage social media crises and maintain brand reputation.
• Implement ethical best practices and social media policies for government.

If there is one skill set that is essential for all professionals moving forward, it is the digital skillset.

Many organizations struggle to maintain a professional digital presence. Without proper training, individuals may find themselves overwhelmed when engaging in digital marketing. They often grapple with where to start, what actions to take, or how to effectively execute digital marketing strategies.

Whether you are a business owner or a marketing practitioner, it is crucial to be familiar with the digital tools and techniques that can enhance your organization's growth in new ways.

This 4-hour course provides step-by-step guidance on where to start, what to do, and how to effectively implement digital marketing strategies for government.

Format of the Course

• Interactive lecture and discussion.
• Hands-on exercises.

This training is best suited for individuals involved in digital marketing and strategic initiatives within government agencies. The program covers essential concepts necessary for achieving impact through digital media channels. It provides participants with an introduction to key digital marketing strategies, including mobile marketing, social media marketing, email marketing, pay-per-click (PPC) advertising, and search engine optimization (SEO). By the end of the training, attendees will understand the importance of analytics and strategic planning, supported by relevant examples for government use.

This training is best suited for individuals involved in digital marketing and strategies for government.

The training covers essential concepts to gain traction in China through digital media. It introduces key digital marketing concepts, including mobile marketing, social media marketing, email marketing, pay-per-click (PPC) marketing, and search engine optimization (SEO).

By the end of the training, participants will understand the importance of analytics and strategic planning, supported by relevant examples.

This instructor-led, live training in US Empire (online or onsite) is designed for government staff at the beginner-to-intermediate level who wish to learn fundamental concepts of digital marketing, direct marketing strategies, and utilize SaaS tools effectively for government.

By the end of this training, participants will be able to:

• Achieve a comprehensive understanding of digital marketing in the context of the SaaS industry for government.
• Develop practical skills in executing effective direct marketing strategies using digital tools for government.
• Create and implement a digital marketing plan tailored for SaaS products within government workflows.

What Will You Gain

Upon completion of this course, you will become a certified Social Media Management (SMM) strategy professional and acquire the following qualifications:

• Gain comprehensive expertise in the fundamentals of the social media landscape for government.
• Consolidate and enhance your existing knowledge of social media practices.
• Develop the skills to create exceptional Social Media Campaigns tailored to public sector needs.
• Successfully implement effective Social Media strategies and campaigns that align with governmental objectives.
• Create compelling content to enhance the online presence of government entities.
• Attract a broader audience through strategic communication with influencers in the public domain.
• Formulate a social media strategy that yields tangible results for government initiatives.
• Analyze current and emerging trends in the Social Media landscape relevant to governmental operations.
• Design an actionable plan that integrates key knowledge and tools necessary for government workflows.
• Achieve professional growth as a certified SMM Strategist, equipped with the best practices and expert insights for government applications.
• Acquire cutting-edge knowledge and expert advice on social media management for government.

Advanced topics such as link building, advanced keyword research, and SEO tools will be covered in a course on Search Engine Optimization (SEO). This course is designed to equip participants with the most sophisticated techniques for optimizing websites to maximize traffic from search engines. In the context of online marketing, individuals who complete Govtra's Search Engine Optimization course may develop careers as freelancers, enhancing their skills and contributions for government and private sector applications.

Participants, over the course of 7 hours of training, will gain an understanding of the Google advertising ecosystem,
including where to display their ads and the benefits of various ad formats.
The training is hands-on; participants will spend the majority of their time working within a Google
Ads account, where they can manually configure the campaign under the guidance of the instructor.
In addition to setting up the campaign, participants will learn how to optimize it later to achieve optimal results.

The training is led by a practitioner who regularly manages advertising campaigns on Google. The final 30 minutes of the session are reserved
for a Q&A segment, during which participants can ask questions and receive detailed answers about advertising in Google Ads.

Target Audience:
This course is designed for individuals with a foundational understanding of internet marketing who wish to expand their knowledge of the
largest Google advertising tool, enhancing their skills for government and other public sector applications.

This instructor-led, live training in US Empire (online or onsite) is aimed at marketers who wish to use Google AdWords to launch effective marketing campaigns for government.

By the end of this training, participants will be able to:

• Run a Google AdWords campaign that captures high-quality leads.
• Create a Google AdWords campaign to increase sales and enhance public sector outreach.
• Implement a bid strategy to optimize advertisement expenses and achieve cost-effective results.
• Improve existing marketing campaigns with Google AdWords, ensuring alignment with government objectives and accountability standards.

This instructor-led, live training in US Empire (online or onsite) is aimed at intermediate-level marketing professionals who wish to automate repetitive tasks, effectively nurture leads, and optimize customer engagement through workflow automation for government.

By the end of this training, participants will be able to:

• Utilize Make to automate marketing campaigns and lead nurturing workflows.
• Develop personalized customer journey maps through integrated platforms.
• Synchronize data across marketing tools such as Mailchimp, HubSpot, and social media platforms.
• Monitor and analyze automated workflows to enhance campaign performance.
• Implement best practices for scalable marketing automation strategies.

What You Will Gain from Training:

• You will gain an understanding of the opportunities available in the field of internet marketing for government.
• You will learn the intricacies of advertising platforms and the significance of both SEO and analytics in public sector communications.
• You will also acquire the skills to develop a comprehensive marketing strategy for your agency or department.
• You will emerge with knowledge on how to construct strategic processes and frameworks.
• You will learn effective methods for collaborating with other digital agencies in a government context.

Skills:

• Preparing strategic marketing plans for government initiatives.
• Evaluating the performance of these strategies to ensure alignment with public sector goals.
• Selecting priority platforms that best serve your agency's objectives and audience.
• Building and maintaining an efficient process for collaborating with digital agencies, including the evaluation of their outcomes.

Attitudes:

• A proactive approach to managing marketing activities within your internal team or through external agencies, ensuring the development of robust digital strategies for government.
• Confidence in executing marketing initiatives and a clear understanding of the steps and tests undertaken to achieve desired outcomes.

This instructor-led, live training in US Empire (online or onsite) is designed for government marketers at the beginner to intermediate level who wish to create, manage, and optimize advertising campaigns on major social media platforms.

By the end of this training, participants will be able to:

• Develop a structured approach to creating social media campaigns for government.
• Set up and manage ad campaigns on Facebook, Google, and TikTok for government use.
• Define campaign objectives and select appropriate ad formats for government needs.
• Identify and target the ideal audience for government-focused ad campaigns.
• Optimize ad performance using analytics and A/B testing to enhance government initiatives.
• Allocate budgets effectively to maximize return on investment for government projects.

In this course, you will gain comprehensive knowledge of all relevant techniques, processes, and updates for 2023, tailored specifically for government use.

You will also delve into advanced Google Ads strategies, including running Performance Max and Shopping campaigns concurrently to potentially double your revenue. Additionally, the course covers advanced settings for Search, YouTube, and Discovery campaigns, equipping you to excel in a highly competitive PPC environment.

The curriculum can be customized to align with your specific business needs and industry requirements. Whether you are focused on e-commerce, finance, real estate, pharmacology, medicine, mobile apps, or other sectors, the course content can be adjusted to meet your unique demands for government applications.

You will also learn how to analyze data effectively and implement tracking codes via Google Tag Manager (GTM) to monitor all critical sales and events relevant to your operations.

The course is continuously updated to ensure that you are informed about the latest Google Ads updates at the time of delivery, ensuring relevance and effectiveness for government use.