0525 - Demystifying Digital Marketing: Email Marketing and Automation

Course Description

Demystifying Digital Marketing is a three-module (course) series that will introduce you, the small business owners to each of the major digital marketing media platforms and teach them the basics of how to deploy each digital media. Each of the three modules will be ½ practical knowledge building, and ½ hands-on “how to” with a focus upon on-screen demonstrations. Ideally, participants will follow-along on their own laptop. A digital marketing strategy section will set up each module so that participants know which media best fits their objective.

Module 1: Google Pay-Per-Click Search and Display Advertising

Module 2: Search Engine Optimization, Content Management and Local Marketing Tips

Course Outline

• Email Marketing & Customer Relationship Management (CRM): Key Uses and Benefits
• Branding: Branding and Consumer Targeting
• Funnel Management: The Digital Marketing Funnel and Where Email Is Most Effective
• Best Email Marketing Practices: Solicit New Customers, Foster Existing
• Legal Restrictions on Email and Requirements
• Good Small Business Email Providers: Overview with Base Pricing and Features/Benefits
• CRM Systems Utility and Benefits:  Lead/Customer Database Management
• CRM Systems for Small Businesses:  Services Best Suited for Smaller Business and Frugal Budgets
• Marketing Automation: Cloud Platforms That Integrate Email, CRM Systems and Social Media

Learner Outcomes

• Understand the tactical role and positive benefits of E-Mail Marketing
• Understand where E-Mail Marketing fits in the Digital Marketing Funnel
• Understand Email Marketing best practices and legal requirements.
• Understand Email Marketing measures and topline dashboard.
• Understand Customer Relationship Management (CRM)
• Grasp the linkage between E-Mail/Direct Marketing and CRM Systems
• Be oriented to CRM dashboards for both a marketing KPI and sales KPI measures.
• Understand Marketing Automation as a multi-function platform that can handle E-Mail and CRM
• Become aware of Marketing Automation benefits and costs.
• Walk away with a set of resources to assist them with E-Mail Marketing, CRM and Marketing Automation
• Take Away Resources: Whole series of URL links and Tools

Notes

A Public Service and Outreach Unit of the University of Georgia. Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. All programs of the UGA SBDC are open to the public on a non-discriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance.