Topic Library

The world has gone digital. Fear not - it’s your opportunity to take your business, career or creative aspirations to new heights. Learn the trends and what you can expect.

2 Lessons

1. The world goes digital

2. Your digital opportunity

The web offers many ways to promote your business or yourself. Learn how all the digital channels work.

4 Lessons

1. Your online goals

2. Building your online presence

3. Marketing your online presence

4. Analyze and adapt

There’s more than one way to establish your home on the web. Understand your options and create an action plan to get online.

6 Lessons

1. Choosing your online presence

2. How websites work

3. Key website ingredients

4. Websites and your business goals

5. Make your website easy to use

6. Website design do’s and don’ts

Start growing your customer relationships while also converting new prospects through email marketing.

4 Lessons

1. Email marketing basics

2. Your email marketing options

3. Crafting great marketing emails

4. Managing successful email campaigns

Discover how they work, why they’re important, how they’ll impact your business and why they are key to your online success.

6 Lessons

1. Search engine basics

2. How search engines work

3. How search engines see the web

4. Organic search explained

5. Paid search explained

6. Google search console

When people search online for the things you sell, make sure you're being found. This is your complete introduction to search engine optimisation (SEO).

5 Lessons

1. Intro to search engine optimisation (SEO)

2. The importance of an SEO plan

3. The SEO process

4. How to choose keywords

5. Setting realistic SEO goals

Now that you know about SEO, we’ll show you how to apply the principles to get your business noticed.

3 Lessons

1. Making your web pages search friendly

2. How other websites can work for you

3. Cross borders with SEO

Want to know how to advertise to the very people searching for what you offer? Learn the basics of search engine marketing (SEM).

4 Lessons

1. Introduction to search engine marketing (SEM)

2. The SEM auction

3. What makes a good keyword

4. Make your ads stand out

Now that you know the basics of paid search, see how to make the most of every pound you spend with smarter, more targeted ads.

4 Lessons

1. Achieve relevance with good structure

2. Get the most from your keywords

3. Fine-tune with keyword match types

4. How to know what’s working and what Isn’t

We’ll show you how to slice and dice data to answer real business questions, and to measure how you’re doing online.

3 Lessons

1. What Is web analytics?

2. Making web analytics work for you

3. Tracking specific goals with web analytics

So you’ve got the basic concepts of analysing data. Now see how to apply the data to benefit your business.

3 Lessons

1. Web analytics and organic search

2. Tools to measure SEM

3. Breaking down your data for insights

Whether you’re a bricks- and- mortar shop or a localised service, find ways to use the web to reach customers nearby.

2 Lessons

1. Marketing to the locals

2. The power of local directories

When people are out and about they rely on mobile for what they need. Learn some ways to take advantage of that unique opportunity to attract new customers.

3 Lessons

1. Using digital to advertise locally

2. Reaching locals on their mobiles

3. SEO for local businesses

There’s more to social media than liking baby photos and sharing dog pics. Discover all the cool ways you can use it for your business.

4 Lessons

1. Social media basics

2. The right social media sites for you

3. Setting your goals for social media

4. Getting on social media

Now we’ll cover managing your social presence, dos and don’ts of different channels, advertising on social media, and measuring your performance.

4 Lessons

1. Your long-term social media plan

2. Advertising on social media

3. Measuring success in social media

4. Avoiding social media pitfalls

Let’s face it, we’re all addicted to our mobiles. Understand how to use the mobile web and apps to reach just the right customers.

3 Lessons

1. The evolution of mobile devices

2. Understanding mobile web and mobile apps

3. Understanding mobile apps

We’ll show you how to reach more customers through mobile: from SEO to mobile search, from display ads to video.

5 Lessons

1. Introduction for advertising on mobile

2. Search campaigns for mobile

3. Display campaigns for mobile

4. Social media campaigns for mobile

5. Video for mobile

Get to know display advertising: what the ads are, where they show up and how advertisers can control who's seeing them.

3 Lessons

1. What is display advertising?

2. Search advertising vs. display advertising

3. The ins and outs of display advertising

Everything you need to create clever display campaigns that get you noticed and attract more customers through your doors.

3 Lessons

1. Making display ads meet your goals

2. Understanding ad networks

3. How retargeting works

Everything you need to know about going global, from research to translation to selling across borders online.

7 Lessons

1. Introduction to international marketing and export

2. Validating your new market

3. Being understood abroad

4. Advertise across-borders

5. The support systems you will need

6. Helping customers abroad buy your products

7. Delivering to customers across the globe

Understand the powerful possibilities of using video to reach and interact with customers and grow your business.

6 Lessons

1. The rise of online video

2. How video fits into your online strategy

3. Creating video content within your budget

4. Sharing and promoting your videos

5. Advertising on video sharing sites

6. Measuring video performance

Everything you need to know about e-commerce and what it can do for your business.

2 Lessons

1. Using e-commerce to sell

2. Taking payments and manage orders

Now that you know the basics, let’s get fancy. Learn to optimise, promote and retarget your online shop.

3 Lessons

1. Creating a smooth e-commerce experience

2. Product promotion and merchandising

3. Retargeting for e-commerce