Module 1 – Getting Started with Digital Marketing

Digital Marketing is marketing focused on online platforms, including websites, email, and social media, to drive awareness of a brand or sell products/services. In digital marketing, we also consider the tools our customers or audiences use to connect online, for example ensuring efforts work on laptops, mobile devices, and tablets.

As you grow your digital marketing capabilities, a good place to start is to understand the various channels that can be involved in a digital marketing plan or strategy:

• Website (including blog and online store) – the digital home base for your business or organization and a central hub for stories related to your business or offering. 
• Social Media (including Twitter, Facebook, Instagram, TikTok, LinkedIn) – channels designed to help you engage in two-way conversations and communications with your customers or audiences and drive traffic back to your website.
• Email (including Welcome emails and email newsletters) – a powerful way to keep in touch with your audiences/customers and share relevant updates, offers, and content.
• Search Engine Optimization (SEO) – the practice of optimizing your website and the content on that website to ensure it ranks competitively and properly in search engine results so that it can be found by potential customers. 
• Digital Advertising – advertising efforts targeting customers and audiences across relevant websites, search results, video, and social channels.
• Analytics (the measurement and reporting of all your efforts) – most commonly the use of Google Analytics to track, measure, and improve marketing efforts. 

How Digital Marketing Benefits Your Business

Watch our “Why Digital Marketing?” video to understand the benefits to your business and what you can do right now to get started.

All good marketing efforts begin with a plan. We’ve designed this marketing plan template to help you document your goals and channel plans in an effective, strategic way. 

Additional Resources

Digital Teams – Who Does What? (guide)

5 Dos and Dont’s When Making SMART Goals – Hubspot (with template)