EFFECTIVE WEB DESIGN
AND ONLINE PROMOTION
WHY EFFECTIVE WEB DESIGN MATTERS FOR ENTERPRISES?
Today, small companies need to market towards a much larger customer population. Their customers are not simply other local firms, or consumers, or even a limited number of international customers. They are, in fact a global population, and are becoming increasingly fragmented in a global economy.
Particularly small companies face a competitive disadvantage in devising e-marketing and e-commerce strategies because small companies do not have a dedicated, in-house IT manager, but rely on external computer specialists and advisors. In most cases, such an external advisor or web designer addresses the issue of promotion and marketing through a technical perspective: he/she will not choose the correct key words or understand the company’s sales model. Very often web designers create unrealistic expectations: most web pages as currently designed are not sufficient neither for selling or search engine optimisation. Therefore, companies need to invest much more time and effort in gaining positive results. Most “selling” of web design services is done based on technical jargon, which is not understood by the managers who must decide on these services.
Enterprises and managers need to understand the benefits they can anticipate from emarketing in terms of tangible outcomes such as online or offline sales, store visits, special offer distribution, or intangible ones, such as site visitors, website ranking, and traffic.
2-day in-company training course
1-day preparation and follow-up
Course is delivered in-person or online
Instructor: Philip Ammerman
Pricing: Upon Request, depending on number of participants, degree of customisation, and travel
EFFECTIVE WEB DESIGN AND ONLINE PROMOTION TRAINING
INTRODUCTION | AGENDA | PREPARATION & FOLLOW-UP | CERTIFICATES | TRAINER
This specialised training programme on web design for small businesses is designed to provide managers of small companies with an easy-to-use guideline towards understanding their web marketing and commerce needs and determining their online strategy.
This training programme enables you to develop an integrated online strategy for your company and determine where the greatest benefit will be. After the training, you will also be able to design attractive websites oriented towards address specific customer segments, including content management systems (CMS).
The training is designed so it would help you to:
Understand basic Search Engine Optimisation (SEO) and ensure that your website yields strong search engine results.
Master the use of Google Analytics for Website Statistics and Google Keyword Tool for search engine keyword popularity.
Master the use of Google Adwords and Facebook Advertising to develop an online pay-per-click advertising.
Utilise social media to generate traffic and customer loyalty.
The training provides a framework for continuing investment and development in web design and online promotion. It also trains managers to work effectively with external web designers and to co-design the right overall web marketing approach.
The following cases and tools will be provided in the training:
Key Word Analysis
Key Word Frequency & Density
Html Code Analysis
Search Engine Hits
Pay-per-click Ad Campaign Management
Direct Mail Development
Branded Advertising Campaign Management
Website Statistics Analysis
DAY 1: INTRODUCTION to eMARKETING & BASIC WEB DESIGN
Introduction & Overview of eMarketing Trends
Successful Website Design
Designing for Search Engine Optimisation
Understanding Web Statistics
DAY 2: eMARKETING
Principles of eMarketing Mix
Database Development and Mail Merge
Online branded advertising
Free online promotion
Discussion & Conclusions
TRAINING PREPARATION & FOLLOW-UP
Prior to the training programme, we will implement the trainee survey. This will analyse individual competencies and knowledge on eMarketing and the wider Internet. In this way we will determine the starting level of knowledge of participating companies and customise the training materials according to the survey’s results.
The training will be followed by a full day Company Visit to each participating company. The vsit will be used review specific requirements, training needs and development needs of each company.
All managers who complete the training will be awarded Certificates of Participation. These can be co-branded with your company's logo.
ABOUT THE TRAINER
Philip is a consultant, entrepreneur and investment advisor who has advised start-ups, investors and enterprises on digital disruption, internationalisation and investment-led growth since 1994. He is founder of Navigator Consulting, Numenor Capital and the Centre for Innovation & Entrepreneurship.
Philip started his consultancy career in 1992. He supported the first wave of disruption in sectors such as banking and travel between 1995 and 2000, when the first dot.com crash took place.
In parallel, he supported “real economy” investments, primarily in industry and manufacturing, that took place in Greece, Central & Eastern Europe and the former Soviet Union. He has advised on over 220 investment transactions, (including M&A, loans and restructuring) with a total investment value exceeding € 6 billion.