Early bird price: $1,575 $1,845
Digital Marketing Foundation
Course overview

Book on this intensive two-day digital marketing workshop to get fully briefed on the key ingredients that form a successful digital marketing strategy. Gain expert training and guidance from the front-line and best practice insight from recent case study examples. Leave the course with hands-on skills, ready to put your knowledge into play.

Key benefits

Take these learning outputs away with you:

  • Develop a successful digital strategy

    Proven strategy frameworks to raise your activity to industry best practice

  • Boost the ROI from your campaigns

    Conversion rate optimization to maximize results from your digital marketing efforts

  • Master Google Analytics

    Prove success with advanced metrics and KPIs to track performance

Workshop program

Any successful digital marketing campaign is built on solid foundations, which is why our Digital Marketing Foundation workshop opens with a comprehensive look at both digital marketing and content strategy.

Also learn all about SEO – what it means, how it frequently changes and what to do to improve your search rankings. Tap into the power of social media to amplify your message and continue to make the most of opportunities offered by email marketing.

You’ll also discover how to maximize advertising opportunities, both with Google AdWords and across social media, with strategies, best-practice content guides and more. Also get to grips with Conversion Rate Optimization to drive results to the next level.

Finally, you'll end the course with a clear picture of how to get started measuring your digital campaigns using Google Analytics and the social giants’ own analytics tools, plus discover ways and means of improving results through ongoing testing and other techniques. Sign up now and transform your digital marketing skillset into best in class.

Day One
Digital Marketing Strategy
  • Business opportunity: Understanding the business opportunities presented by digital marketing
  • Strategy framework: Clear framework for developing a coherent plan for your digital marketing
  • Goal setting: How to set clear objectives for your digital marketing
Content Strategy
  • Content: The role of content in a successful digital marketing strategy
  • Role of messaging: Understanding the role of messaging in ensuring content delivers desired results
  • Storytelling: How to develop narratives and story arcs to trigger higher audience attention & recall
  • Relevancy: How to ensure your content personally strikes a chord with your audience
  • Maximize shareability: How to focus your efforts on content your audience will want to share
  • The sales funnel: Understanding the role of content to help prospects move down the ‘sales funnel’
  • Content Marketing Resources: Everything you need to know about what to post, when to post it and how often
Social Media Strategy
  • Planning: Developing a successful social strategy for your brand or client
  • Platform strategy: How to focus your time across social platforms that best fit your business objectives
  • Listening: How to best monitor conversations online and preempt breaking crises
  • Community engagement: How to best engage with your community and manage negative comments
  • Community growth: Proven techniques for organically growing a targeted community across your platforms
Social Media Advertising
  • Facebook: Key information on advertising through Facebook, including targeting advice
  • Twitter: Overview of advertising opportunities through Promoted Tweets and Accounts
  • LinkedIn: Discover how to advertise to a B2B and B2C audience
  • YouTube, Pinterest and Instagram: Tips and best-practice guidance for producing ads on these media-first platforms
Email Marketing
  • Business opportunity: Understanding the business opportunities presented by email marketing
  • Tactical breakdown: Full checklist of different business outputs that can be delivered with email
  • Email marketing strategy: Developing an email marketing strategy that resonates with your subscribers
  • Permission marketing: Understanding the dynamics of opt-in marketing
  • Customer acquisition: Checklist of different acquisition methods available, across multiple channels
  • Email automation: Breakdown of how to create automated email campaigns
  • Copywriting and email design: Checklist to up your copywriting game, plus best-practice design guidance
Day Two
Search Engine Optimization (SEO)
  • SEO strategy: Full overview of different structured approaches and their applications
  • SEO fundamentals: How search engines work, and what affects your ranking
  • Keyword research: Best-practice keyword research & planning advice
  • SEO components: Everything you need to know about building a site optimized for SEO
  • Link building: Detailed briefing on the science behind link building and SEO
  • Google algorithm update: The latest Google algorithm updates and how to plan around them
Google Adwords
  • Up-to-date insight: Full review of Google AdWords products and developments
  • Campaign setup: AdWords campaign structure best practice for top performance
  • Search & display network: A decision-making framework for choosing between the search & display network
  • Budget allocation: Best practice guidance on setting campaign budgets
  • Keyword bidding strategy: How to set keywords bids to best meet your campaign objectives
  • Google Quality Score: Clear checklist for improving your Quality Score
  • Ad copy best practice: Clear outline of best practice methodology to increase ad click-through rates
Conversion Rate Optimization
  • ROI gain: Understanding the business opportunities presented by CRO
  • Value proposition optimization: How to improve your value proposition and increase conversion
  • Conversion audit: How to audit your website conversions
  • A/B testing: Full guidance on how to set-up an A/B testing program
Google Analytics
  • Configuration: Clear checklist to follow to best configure your account and profiles
  • Metrics: Clear guidance on the top metrics to use to track results
  • Goal setting: Best-practice guidance on goal-setting to fit with your commercial objectives
  • Choose your KPIs: Build a robust measurement framework and understand key principles
Social Analytics
  • How to measure: Ensure you're tracking the right metrics from your social campaigns
  • Google Analytics: How to configure Google Analytics as part of your social measurement program
  • Platform measurement: Comprehensive overview of each social platform's own built-in analytics tools
  • Third-party tools: Discover the best free and paid-for tools for measuring social's impact

Request a detailed syllabus

Request syllabus
Upcoming dates in

Take a look at the next dates coming up:

FEB 20 - FEB 21
Wed - Thu
10:00 - 17:00
$1,575 $1,845
APR 1 - APR 2
Mon - Tue
10:00 - 17:00
$1,575 $1,845
MAY 14 - MAY 15
Tue - Wed
10:00 - 17:00
$1,575 $1,845

Each day of training follows a set itinerary, with tea, coffee and refreshments provided throughout. An enjoyable lunch can also be expected.

  • 9:30
    Delegate Arrival & Refreshments
  • 10:00
    Training Commences
  • 11:15
    Refreshment Break
  • 11:30
  • 13:00
  • 13:45
  • 15:00
    Refreshment Break
  • 15:15
  • 16:30
  • 17:00
    Training Closes

The same timings will run for both days.

Post training support

We put a lot of attention into our post training support, ensuring you have access to the materials and expert guidance you need to put your learnings into practice:

  • Imparture playbook library

    Free ‘how-to’ reference guides: Six detailed playbooks are sent to all attendees after the course to support key topics covered.

  • Full access to training materials

    Sent straight away to you: Slide decks are shared with all attendees 24-hours after a training session, with full access to training content and course notes.

  • Ongoing support

    Just get in touch: Imparture’s specialists are on hand following the course to help with any questions or challenges you might have.

Past attendees feedback
  • Course rating

    92% of past attendees would be recommend Imparture.

  • 9/10 Trainer score

    An average course rating of 9/10 from Fortune 500 companies.

  • Highly recommended

    Our expert trainers score 9.2/10 on average in feedback from course attendees.

Hannah Messaoud
Premier Group Recruitment
I thought the course went through all the important topics of a digital strategy including models and practical examples -I was completely happy with the content! The real life examples (both good and bad) were great in putting the theory into the real business world. The way the trainer linked the theory to the many different industries of the attendees was great!
Suitable for all levels

Nothing beats a traditional classroom environment to fully engage with a topic and learn from an expert course trainer.

Kick-start your learning: Our courses are designed to fast-track your knowledge. No prior experience is necessary.
Setting the right foundations: Core principles are covered clearly at the outset, before moving onto more advanced topics.
Simple, clear language: All jargon and technical terms are explained.
Experienced practitioners
1-2-1 time with the trainer: Ensures you have plenty of opportunity to consult the trainer with specific questions in regards to your current projects.
Engaging class dynamic: Network with your fellow class participants in a meaningful and engaging way.
Our trainers in:

Learn from our skilled trainers, with hands-on experience from the front-line.

Sean Makulowich
Sean Makulowich
Sean is the Founder and CEO of his own consultancy firm in Bethesda, Maryland. He leads Imparture's marketing and recruitment courses in Washington DC. He has worked on marketing and social media projects large and small for entrepreneurs, startups, small businesses, non-profits, Fortune 500 companies and government agencies.
Training locations in

Your course will be held in one of the locations highlighted below:

Central city locations

Imparture venues are all based in central, easy-to-reach, city locations.

Confirmation of location details

You will receive full confirmation of the course venue location in your 'Joining instructions', sent to you prior to the event.

Frequently asked questions

Have some questions for us? Take a look at some of those that we are most typically asked, along with our responses. We'd love to hear from you if there is anything else we can help with.

  • Who should attend?

    Digital marketing, advertising and ecommerce professionals – agency or client-side.

  • Will I receive any certification after completing the course?

    A certificate as proof of your attendance on the course is available on request.

  • How many other attendees will there be?

    Imparture workshops are designed to create an intimate learning environment to enable one-to-one time with the trainer and healthy discourse amongst all in attendance. The average number of attendees ranges from 3 - 14 depending on the topic area.

  • Is there anything I need to bring with me?

    ​It is recommended to bring a laptop or tablet with you to follow along with live examples and log-on to various platforms.

  • Do I have to wear business attire?

    There is no dress code; you can expect a relaxed learning environment.

  • What communications can I expect to receive prior to the course start date?

    You will receive a welcome email seven days prior to your course date confirming all final details for your training workshop.

  • How can I pay?

    We accept payment via Credit Card, Debit Card, BACS, Cheque or Invoice.

You are booking on:
Find out more:
Digital Marketing Foundation Workshop in Washington DC on Feb 20 - Feb 21