Website optimization, sales promotion and strategies

The purpose of the training is to provide participants with knowledge and skills that will enable them to improve the effectiveness of their website, use appropriate tools and implement strategies in the digital environment.

For many products and services, a website is the most effective way to convey your message. How to do the right actions for the right people at the right place at the right time in a digital environment? Come learn it with us!

In the training program, we review all steps from setting goals and target groups to carrying out activities and measuring their results. During the course, the participants will be given a lot of technical tricks, references to practical tools, basics and online resources, which will allow you to plan your activities effectively in the future and to be well visible in both social media and search engines. In addition, you will learn how to use Excel and its useful work techniques to make fewer manual movements, make your work much more automatic, make fewer mistakes and save time (and a whole lot of nerve cells).

The training is practical and therefore it is especially suitable for those who already have a product or service or are about to develop one. In the course of practical exercises and discussions, we go through more difficult areas so that you can immediately see how what you have learned works in reality.

Training duration: 64 academic hours, all of which are hours of classroom and practical work. (10 days)

Target audience:The training program is intended for everyone who comes into contact with website optimization, analysis and sales promotion. Especially for small businesses, marketing specialists, service providers and those who are responsible for the company’s visibility on social media.

Prerequisites: Existence and access to a company account (FB page), advertising account (FB ad account) and Google Analytics account. Access the homepage header to add the code to set up the FB pixel. Ability to use Excel at a basic level (acquired during work or has completed a basic Excel course).

Topics:

• Goals, strategies and planning. 6 ac h
• Mapping the target group, planning posts and analyzing the results of social media activities. 12 ac h
• Campaign budgeting, good ad copy and design. FB Ad manager in practice. 12 ac h
• Automating work processes using Excel (formulas and functions, sorting, filtering, charts, Pivot table) 16 ac h
• Creating and setting up a Google Ads campaign, measuring results. 6 ac h
• What is SEO? Checking the condition of your website, optimizing it and creating content. 6 ac h
• Website efficiency. Google Analytics – settings and filters. Goal setting to measure specific actions on the website. 6 ac h

After completing this course the student can:

• analyze the state of your website and find deficiencies;
• perform a target group analysis and map the market;
• use technical solutions, channels and tools for sales promotion planning;
• successfully manage and optimize your online sales strategies;
• use formulas and functions in Excel both within one worksheet and several worksheets;
• use absolute and relative references in formulas;
• sort and filter data in Excel;
• use the capabilities of Pivot tables when making summaries;
• set realistic goals for the campaign and choose appropriate metrics;
• by looking at various reports, find places on the website that need improvement;
• achieve better results in terms of sales and visibility in the digital environment.

Training completion requirements: The achievement of learning outcomes will be assessed through independent practical work. At the end of the training, the training center issues a certificate or a document of participation to those who have completed the training. A certificate will be issued if the participant has completed at least 80% of the training curriculum and met other requirements specified in the training plan (e.g., exam, assessment, practical work, etc.). A document of participation will be issued to individuals who have attended the supplementary training or if the achievement of learning outcomes was not assessed during the training, or if the individual did not achieve all the required learning outcomes to complete the curriculum.

Trainers:
Katrin Vilimaa-Otsing deals with the digital marketing of various companies on a daily basis and is therefore familiar with all common mistakes and innovations. Katrin is a marketer with an IT degree, so she can answer even your most technical questions. As a certified partner of Google, she is always up to date with the latest information. The training group is small, which means that no one is left behind – for every question, the trainer can come to the participant’s computer and help solve problems.

Jaan Vaabel

Training price includes:

• study materials (pdf format);
• the training center provides a prepared workstation with the necessary hardware and software in the classroom. For participants attending the training in the online environment, remote access to the required software is provided if needed;
• the training is delivered by an instructor who holds at least level 5 of an adult educator qualification and has relevant work experience in the respective field;
• opportunity to receive post-training consultation from the instructor via email regarding the topics covered during the training.

We also offer:

• free repeat training if you feel that any skill needs further improvement or if you had to interrupt the training due to reasons beyond your control;
• hot beverages with cookies;
• lunch on each training day;
• free parking (please register your parking with our office manager upon arrival for the training on each training day).