Masterclass: Smarter Always-on Marketing – Building your Marketing Engine

Module purpose

At Smart Insights, we believe that to get the most from digital marketing you need a continuous improvement mindset applied to your marketing channel activities. Planning and managing your upcoming campaigns is essential, but to get the most of lifecycle marketing activities from organic search, paid social, conversion rate optimization and email automation, dedicating time for always-on improvements is important.

In this Masterclass – held exclusively for our Business Pro members – Dr. Dave Chaffey will step you through different tools and techniques to improve leads and sales through an improved focus on always-on activity.

Dave is co-founder of Smart Insights, author of best-selling books on digital marketing including: Digital Marketing: Strategy, Implementation and Practice, and has many years of experience consulting on content marketing for B2B and B2C businesses.

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How is this module structured?

• Learning objectives
• Smarter Always-On Marketing – Building your Marketing Engine
• Test your knowledge
• Summary and recommended resources

Learning Objectives

In this Masterclass, you will learn how to:

• Deploy a 90-day planning process to improve results
• Use the RACE Framework to prioritize opportunities
• Analyze Google Analytics and Search Console to drive improvements
• Develop marketing playbooks and standard operating procedures (SOPs) so that you and your team aren’t ‘reinventing the wheel’ each month