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Lydian Stone

Digital Marketing Foundation

About this course

This four-part, live, and trainer-led online Digital Marketing Intensive course is ideal for marketeers seeking an introduction into the world of digital marketing campaigns. Quick and easy-to-follow, this course will give you all the essential skills you need to successfully drive your online marketing initiatives and update your marketing know-how.

  • Foundation
  • 10h
  • 4 classes
  • 10 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

Delivered online through a series of four classes, this comprehensive web-based course enables you to take control of your digital marketing campaigns, even if you’re relatively new to the field. Learn how to benefit from traditional email marketing techniques, use SEO to boost your brand’s position in organic search results and harness social media to reinforce your campaign.

This course will teach you everything you need to know about optimizing your conversion rate and how to maximize your ad spend with Google Ads. By the end of the course you will know how to manage your online campaigns and, crucially, how to measure their effectiveness in Google Analytics. If you’re looking for a complete 101 course to digital marketing, this is it.

  • Class 1: Digital & Content 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: 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’
  • Class 2: Social Media Strategy & Email Marketing Fundamentals


    • 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
    • Paid boost: Maximize use of paid advertising options to boost your community growth


    • 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 design: Best-practice guidance on email design and development
    • Copywriting checklist: Checklist to up your copywriting game
  • Class 3: Google Search & Advertising Essentials


    • Google algorithm update: The latest Google algorithm updates and how to plan around them
    • SEO 101: Checklist of factors affecting search engine ranking
    • Link building: Detailed briefing on the science behind link building and SEO
    • Keyword research: Best-practice keyword research & planning advice
    • SEO strategy: Full overview of different structured approaches and their applications


    • Up-to-date insight: Full review of Google Ads products and developments
    • Campaign setup: Ads 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
  • Class 4: Digital Marketing Performance Analytics


    • 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


    • 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
    • Conversion funnel visualization: How to uncover where visitors leave your funnel
    • Multi-channel funnels: How to allocate conversions when multiple marketing channels are involved
    • Attribution modelling: Best-practice guidance on how to attribute results to respective channels
Lydian Stone

Course Trainers

Class Trainers

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