Choosing the Right Digital Marketing Channels and Building a 6-month Strategy for Small Businesses

Notes for Participants

• All participants will be provided with an electronic copy of a digital marketing planning template and worksheets to be completed during the workshop.
• To take part in the practical elements, all participants should bring a fully charged laptop (not a tablet) for this workshop.

Course Outcomes:

At the end of the training, each participant will learn how to:

• have a clear roadmap for the next 6 months of digital marketing

• understand the pros and cons of different marketing channels

• know how to use data to make smarter marketing decisions

• be able to allocate resources effectively across platforms

• leave with a customised digital marketing plan

Course Content:

1. Understanding Your Business Goals & Audience:

• Defining SMART digital marketing goals
• Mapping out the customer journey – where does your audience engage online?
• Understanding buyer personas and behaviour

2. Choosing the Right Digital Marketing Channels:

• Social Media Marketing – Facebook, Instagram, LinkedIn, TikTok and Twitter/X
• SEO and Google Search – Ranking higher and driving organic traffic
• Google Ads and Paid Advertising – Where and when to invest
• Email Marketing – Nurturing leads and driving sales
• Content Marketing – Blogging, video, and AI-powered content creation
• E-commerce and Marketplaces – Selling online with Shopify, Amazon and more

3. Creating an Integrated Marketing Strategy

• How to combine organic and paid marketing for better results
• Using social media, SEO, and email marketing together
• Setting KPIs for success and tracking campaign performance

4. Budgeting & Time Management for Small Businesses

• How to allocate your marketing budget effectively
• Content and campaign planning to stay consistent
• Free vs. paid marketing tools – where to invest

Practical elements:

• Choosing digital channels, allocating time and budget
• Planning their next integrated campaign.