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SALES, MARKETING & BUSINESS DEVELOPMENT
Digital Marketing Fundamentals
Get found online with a stronger website, search, and email
Why It Matters
Most buyers, donors, and job seekers search online before they ever call. An outdated website, invisible search presence, or neglected email list means opportunities go to competitors without anyone noticing. Small teams often feel pressure to do everything online and end up doing nothing well. Understanding the fundamentals helps staff prioritize. Organizations spend marketing dollars more wisely, measure what works, and communicate with audiences more consistently.
Course Description
Participants evaluate a real website, ideally their own, against a simple checklist: clear message, easy navigation, mobile usability, and a strong call to action. They then learn how search engines decide what to show, practicing keyword research and rewriting a page title and description. Email exercises cover building a list with consent, writing subject lines, and reading open and click data. A paid search primer explains how ads, bids, and budgets work, and when paid search makes sense. Throughout, the group discusses measurement with web analytics. Participants leave with a short digital action plan listing three priority improvements and a date to review results with their team.
Key Focus Areas
Participants explore and practice:
Website essentials: message, navigation, mobile, and calls to action
Search engine optimization basics and keyword research
Building and engaging an email list with consent
How paid search ads, bids, and budgets work
Reading basic web and email analytics
Prioritizing digital channels on a limited budget
Learning Outcomes
Participants will be able to:
Audit a website against core usability and conversion criteria
Research keywords and rewrite a page title and meta description
Draft a marketing email with a clear call to action
Interpret basic analytics to decide what to improve next
Who Should Attend
Marketing coordinators
Small business owners
Nonprofit communications staff
Staff newly responsible for a website or email list
Delivery and Customization
Examples, scenarios, and activities are adapted to your audience and goals. Delivery is available in person, virtually, or in a hybrid format, as a standalone session or as part of a series. Format and length are agreed during scoping.
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Bring Digital Marketing Fundamentals to your team
Tell us about your audience and goals. We will follow up to scope objectives, format, and timing.