Nowadays, the advent of digital marketing opens new perspectives, in BtoC as in BtoB, to win, convert and retain new prospects among customers. 

But, the rules regarding digital marketing are constantly changing and evolving. This is why it is important to be trained and informed and to improve and update one's knowledge and skills. 

To remedy this, this article will completely grab your attention and help you understand why training is required and how to choose your digital marketing training(s).

 

A wake-up call: what is digital marketing?

Traditionally, marketing aims to develop a company's sales by deploying communication actions designed to adapt to consumer needs and wants to increase transactions. 

Thus, when we talk about digital marketing, it simply combines all the practices and commercial methods that go through digital media and channels. 

However, it should be noted that the term "digital marketing" is redundant. In fact, today, we definitely cannot think of marketing without digital. A company can no longer limit itself to traditional marketing (events, brochures, etc.) if it wants to develop and execute. 

In this sense, digital marketing is everywhere and there are many digital channels: 

●      Websites (merchant site, blog, etc.)

●      Social networks (Facebook, Instagram, LinkedIn, Twitter, TikTok)

●      Mobile marketing (including mobile apps)

●      SEO (natural referencing on search engines)

●      Influencer Marketing

●      Inbound marketing (content strategies, lead nurturing, lead generation)

●      Even street marketing, which was not supposed to be digital, has gone digital (with QR codes for example). 

In recent years, digital marketing has not stopped evolving in this way, and it is clearly one of the pillars of a company's good development.

 

Why do digital marketing training?

By defining digital marketing, we have answered the first part of this question. It is now an area whose mastery is essential to the success of an activity, whatever the sector. 

However, that's not all. Remember at this point that more than half of the world's population has access to the Internet. At the same time, if we focus on the end of 2021, users spend an average of 2h26 per day on the web, which is two-thirds of them. Total time. 

In the same vein, it should be noted that a large proportion of information searches on the web are conducted with the aim of obtaining information or making purchases. 

So, by being aware of this information, it is easy to understand the importance of using digital marketing channels and methods, especially, to meet various objectives, such as: 

●      Attract more qualified traffic to the company's mixed media and digital channels (website, merchant site, blog, social network);

●      Convert visitors first to prospects, then to customers;

●      Retain long-term satisfied customers (and even turn them into company ambassadors);

●      Enhance the company's reputation and take care of its e-reputation;

●      And of course, promoting the sustainability of the activity by facilitating the sale of products or services provided by the company. 

Under these conditions, training in digital marketing is imperative for companies to establish a relevant global strategy and outpace the competition! 

However, let's remember: that digital marketing is vast and concerns many sub-disciplines. Being able to master several of them is a significant asset to you and your company, as they are often complementary! Even professionals in the sector regularly take refresher courses on a very specific aspect to learn and know the most effective tools and methods. 

Thus, by completing various training courses, you can gain the necessary knowledge to take full advantage of all the benefits of marketing. But also benefit from sound advice on the most effective way to run your campaign.

 

Advice for making the right choices regarding training in digital marketing!

 

1.     Define your needs and objectives (upstream)

This may seem obvious, but it's still important to remember. The choice of training content will be made according to your needs and your business objectives. This is why you must know them and define them in advance. 

For example, you need to understand the challenges and peculiarities of SEO natural referencing. Or even analyze the levers of promotion on the Internet, how to create and manage a digital communication strategy, and optimize the presence of a product, brand, or service in social networks, etc. 

Digital marketing training can focus on each of these areas. It's up to you to decide your business priorities!

 

2.     Define the time allotted for training

At the same time, it is very important to decide how many hours per day or per week you want to allocate for training. In fact, there are many types of training that can fit into your schedule. Your presence is the foundation of successful training, don't forget it. 

Also remember that opting for short-term digital marketing training guarantees you intensive training, which (usually) scans all digital marketing themes to create a concrete action plan. However, this assumes that you will invest the most in yourself during this period, since, after training, you will have to manage on your own. 

Conversely, if you choose a training course over several weeks, this will give you time to apply what you've learned and discuss results or difficulties with your trainer. Finally, we give you this advice because digital marketing is learned by practicing and testing different activities!

 

3.     Choose (ideally) a training course that helps your company write/optimize your marketing action plans

One of the first things to know is that there is no complete marketing strategy from the ground up. It is a constantly evolving process! In fact, your "business" objectives change as you learn new things about your prospects and your competitors. 

For this reason, regardless of the field in which you want to improve your skills (digital marketing), it is interesting to choose a training course where experts will be with you (specifically) and give you more certainty about marketing your business plan. Action This will not only help you set relevant goals, but it will also allow you to make them accessible. 

There are many training courses that allow you to define and write a marketing action plan to meet the expectations of your customers and effectively manage your operations, where experts do concrete exercises with you. 

When making your choice, make sure that the training covers the following points: 

●      Learn how to identify the most appropriate channels for your company's various problems: reputation, acquisition, lead generation, loyalty, etc.

●      Learn to orchestrate different channels in a logical and coherent sequence

●      Learn how to (effectively) allocate your budget to different audiences and conversion levers

●      Evaluate and measure its various actions (succeed in identifying the most reasonable KPIs for your business)

●      Define SMART objectives in alignment with strategic issues, actions, and budgets. 

By creating a marketing action plan and getting expert advice on it, you'll know where to focus your time, your budget, and your efforts. At the same time, you will get an overview of the activities in which it is wise to continue investing or leave.

 

4.     Opt for training with a professional certification

If budgeting is a gray area within your company, know that many platforms today allow you to get free training on the basics of digital marketing. The latter provides more advanced certification training on various tools. 

There is no doubt that the training course you can take to get a professional certification in digital marketing is also exciting (which you can highlight on your LinkedIn profile), and it responds to both individual and collective problems. 

Individually, developing your skills and your curiosity for the digital world obviously promotes your employability and your adaptability. 

Collective, because digitization is the business of the whole company. The competence of a digital department will be shared by all departments of the company in the future.

 

5.     Finally, do not multiply training!

Often, there can be mistakes in digital marketing training. But, it is recommended to follow only one at a time to avoid mixing the brushes and not to have a heavy workload. 

The idea is to be rather active and participatory in a single training session. Take the initiative to take notes, write down your questions and ask them to the expert who is training you at the end of each module.

 

Why be accompanied by digital marketing experts?

Do you want to manage your digital strategy yourself? It's totally possible! 

But, make sure that you know the various marketing activities that exist and that you are well informed in advance, especially by choosing the right training. Then, it is up to you to choose the most suitable marketing strategy to achieve your objectives. 

To do this, do not hesitate to contact a company that specializes in digital transformation and web marketing. This is an excellent opportunity to discuss and learn from experts, who can help you make the right choice based on various parameters: your digital project, your marketing budget, your market study, and your goals.