11 July 2018

Should Your Organisation Invest in Digital Marketing Training?

 

I’m not going to start this article by stating how important digital marketing is. You already know that, which is exactly why you’re here. Instead, let’s focus on discussing reasons why your team might need training and what’s the best way to upskill your team, while enjoying some imagery from DreamWorks’s 2010 instant classic, How to Train Your Dragon.

Reasons your team needs digital marketing training

How to Train Your Dragon
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1) Employing digital marketing specialists is expensive

Even if you can afford employing a full-time team of digital specialists, is that the best use of your talent budget? And is there enough work to keep them active and engaged? In my time, I’ve seen a lot of agency folks go “in-house” only to be back on the agency side because they felt under-challenged or frankly bored at the lack of work. Instead of hiring, you can focus your efforts on upskilling your staff with the specific skills they need.

2) Training is an efficient way to upskill existing staff

As mentioned, it’s more fiscally efficient to upskill your existing staff than to hire new staff with the skills your team’s lacking. Digital marketing specialists well-versed in training teams will know how to best equip your team with the specific skills they need to enhance your business’s performance. They will work with you to identify the skills that your team is missing and needs most to benefit your bottom line. Your team will value your investment in their future, repaid in loyalty and improved performance. It’s a win-win.

3) Self-training is inefficient and often confusing

Let’s say you decide to get your team to train themselves. Problem is, there are loads of resources out there, and the bad resources significantly outnumber the good resources. You do really have to be careful what you read, as many sites present opinion or rumours as fact. There’s a handful of reliable 3rd party sites for SEO and even fewer for paid media. Most times you’re best going to the source, i.e. Google, though the search engine giant has always kept the full story close to their chest, choosing to steer folks in their desired direction, rather than what’s best for your business.

how to train your team
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If any of the reasons above apply to you, then you would likely be better off going with digital marketing training over attempting to hire in-house or self-train.

Set clear goals

Before beginning with any training, it’s critical to define the goals you’d like to achieve with the training. For instance, you might want to learn more about opportunities targeting users on LinkedIn with “consultant” in their job title who work in your vertical and are in your local area. Paid social training can help you achieve just that.

Perhaps you’ve had a look at your analytics and your blog is not sending much traffic or converting many users. Here you’re looking to write content that will drive more qualified traffic based on search behaviours of your target audience. The solution could be a combination of SEO copywriting and content marketing strategy training sessions.

train your dragon
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Types of digital marketing training

There are many variations of digital marketing training–and often agencies customise training directly to your needs–but we’re gonna highlight the types that are most requested by our clients, and consequently the most valuable.

SEO fundamentals

This training involves learning about the value of SEO, understanding how organic search works, and defining key elements of optimisation. We often bundle this with SEO-focused content training, as it’s critical to first have a solid grasp of SEO fundamentals prior to diving into content optimisation. The training builds on existing SEO knowledge, applying concepts directly to your brand. We will also highlight valuable and relevant current trends in search that impact user search behaviour.

SEO copywriting

Here training will dive tactically into optimising individual pages, while highlighting improvements to overall content strategy by focusing on a keyword-first approach. The latter allows you to identify critical gaps in your site’s content and develop content that capitalises on valuable search opportunities. This workshop typically covers keyword research, keyword mapping, and content optimisation training sessions with the core objective of better informing and aligning content with the target audience‚Äôs search behaviour.

Content marketing strategy

If you read the above training type, you’ll know that a keyword-first approach is valuable to identifying gaps in your content, but that’s not the only way to approach content marketing. Your content needs to engage users once they land on your site from search results or social channels. This training will help guide your team on best practices for writing click-worthy headlines to auditing your site’s content to ensure voice and storytelling are on message.

a dragon now trained
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Paid search upskilling

This training is aimed to help develop a paid search approach to help protect a brand’s space. The session covers a wide range of PPC (pay-per-click) best practice techniques and will be customised towards a brand’s requirements. The aim of the session will be to train and develop anyone involved in paid search within the organisation to successfully plan, build, optimise and maintain an efficient PPC account for the current objectives.

Paid social

This training will explore paid activities across any relevant social platform, e.g. Facebook, Twitter, LinkedIn, Instagram, etc. The types of areas this session covers includes audience development and setup, end-to-end campaign activation, pixel setup and best practices, and best practice optimisations. The session is typically interactive and hands-on to enable your team to understand how to execute within the various social platforms.

Analytics fundamentals

Knowing the deeper picture of the data in your Google Analytics account is key to making better decisions. If you are relatively new to Google Analytics, or have only ever really used it to look at top line metrics like sessions, this training is designed for you. Over a half-day session we step through some of the core features of Google Analytics, identifying the metrics you need to pay most attention to and explaining each of the main reports. You will leave the fundamentals training session with a much better understanding of how to review your Google Analytics data, and about what it all really means.

Analytics advanced

Regular users are familiar with the core reports in Google Analytics, but often have some specific questions that are not easy to answer with the standard reporting. This training assumes you are already a regular user of many of the primary reports in Google Analytics, but want to become more of a power user. You will discover how to take advantage of some of the cool advanced features of Google Analytics, such as Advanced Segments, Custom Reports, and Multi-Channel Funnel reports. You will also get a basic understanding of regular expressions, possibly the single most powerful feature of Google Analytics, and transferable to many other tools.

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Happy to help

Get in touch with our team of digital marketing specialists. We work with all types of organisations in the public and private sectors and have expertise across all digital marketing disciplines outlined in the training sessions types above. We’re happy to help your team deepen their digital abilities and get the skills they need to improve your organisation’s performance, and their career.

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