DIGITAL MARKETING CERTIFICATION PROGRAM
Digital marketing is one of the most effective ways to nurture customer relationships and build trust for your brand. It can also be a struggle to make sense of all the different platforms, the technology, and the unlimited approaches.
Which best practice is truly the most effective?
This training provides a step-by-step guide: you’ll learn to assess customer needs and marketing objectives and create your own digital marketing plans for paid and owned media.
By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your organizational priorities and resources.
WHO IS THIS PROGRAM FOR?
Business managers, leaders, entrepreneurs, and seasoned marketing practitioners responsible for driving innovation and growth will gain a practical understanding of how trust-based marketing can impact customer acquisition.
If managing the marketing for your organization falls under your responsibility, this program will be especially appropriate as it takes a high-level strategic view as well as a case study approach.
Participants come from a wide range of industries, including retail, fitness, hospitality, healthcare, technology, and manufacturing.
Program Outline
Unit 1: Authentic Brand Strategy
Duration: 2 hours
Tell your business story, in the right way, to the right target audience, at the right time to increase brand awareness and gain trust. Use graphic elements in a consistent way. Strategic branding brainstorming techniques will be taught along with examples of best practices from brands of all sizes who have used graphics to gain their target audience's trust.
Result: At the end of the workshop, participants will have gained the following knowledge:
How to create a business's value proposition
How to define the target market(s)
How to identify the unique differentiator between you and your competition
How to differentiate with a corporate guarantee
How to create a mood board, brand voice, and brand guidelines for a business
Unit 2: 7-Second Trust Website & Landing Pages
Duration: 5 hours
Combine practical search engine optimization methods with psychological marketing to understand how to best set up websites and landing pages. Make lead generation easier with a thorough understanding of all the elements needed to appeal to the search engines and create an excellent user experience.
Result: At the end of the workshop, participants will have gained the following knowledge:
How to layout a website from a user experience/lead generation perspective
A working understanding of Search Engine Optimization
Understanding of the 7-Second Trust Formula
Landing Pages best practices
Understanding of Reporting & Analytics
Which numbers and metrics are most relevant to a business's lead generation efforts
A basic understanding of various reporting software
Unit 3: Education-Based Content Marketing
Duration: 7 hours
Use education-based marketing to get your target audience to know you, like you, and trust you. Learn how to create interviews with staff and customers to tell your company story. A unique formula will be shared that includes storytelling through “how-to's,” branded images, videos, and more.
Result: At the end of the workshop, participants will have gained the following knowledge:
Education-based content marketing fundamentals
Ability to create a 3-Month Working Plan
Ability to pick out compelling headlines
Ability to write an entire mobile optimized article
Ability to define an entire year-long strategic content marketing plan for a business
Working knowledge of various video production software
An understanding of how irresistible offers work
Email marketing strategy fundamentals
Ability to create a content marketing plan for a business that encompasses the 7-Second Trust formula
Unit 4: Social Media Marketing
Duration: 5 hours
Understand the fundamentals of social media and how to leverage the best of each one for your business. Increase your credibility and drive both awareness and conversions using social media strategies.
Result: At the end of the workshop, participants will have gained the following knowledge:
How to leverage different aspects of Instagram
Best practices for maximizing Facebook to complement advertising campaigns
How to get the most out of LinkedIn
How to use social media scheduling software
Unit 5: Digital Advertising
Duration: 7 hours
Learn how to use Google Ads and Social Media Ads (Facebook, Instagram, LinkedIn). Micro-targeting, a/b & multivariate testing, enticing calls-to-action, and elements of psychological marketing will be implemented to create robust campaigns. Learn how to track results and optimize your campaigns.
Result: At the end of the workshop, participants will have gained the following knowledge:
How to use Facebook ads combined with social media to create stronger lead generation campaigns
Split testing advertising
Advertising content using the 7-Second Trust Formula
Leveraging tools on Facebook's business manager to extend your advertising dollars
Google Advertising fundamentals
Materials included
Course slides
Digital Marketing Procedures
Procedure and Form Templates
Competency Test
Program Instructor
Dafne Canales BA, MBA
Former founder and CEO of the innovative digital marketing software company, Spartan Spark, Dafne Canales has earned her reputation as the business development “whisperer.” With an MBA from the University of Calgary, she went on to forge an impressive career, significantly boosting the sales revenue of countless clients by using her unique, out-of-the-box approach to resolve complex marketing problems. Specializing in businesses that need to redefine themselves to stand out in the marketplace, Dafne has an uncanny ability to zero in on previously overlooked assets, opportunities, and underperforming activities that she can then guide her clients to optimize, thereby enhancing their profits.
Marketing is a longtime passion of this sales-savvy visionary who also became quite intrigued with technology’s digital landscape. Now, leveraging the Spartan Spark proprietary software she co-created, Dafne brings her clients the best of both worlds. Deemed worthy of research grants, her 7-Second Trust Formula uses behavioural marketing strategies to create client trust via digital marketing platforms for a more personalized user experience that translates into additional sign-ups and sales.
A member of the Neuromarketing Business and Science Association and the Society for the Advancement of Behavioural Economics, Dafne travels monthly to San Francisco to attend meetings with her advisory board. A sought-after speaker and facilitator, this creative innovator never stops giving of her time and talent, even teaching corporate in-house marketing teams the latest digital marketing strategies.
Highlights
Executive Masters in Business Administration from the University of Calgary's Haskayne School of Business
Received Scientific Research and Experimental Development (SR&ED) for innovative software
2020 – Rated in the top Software-as-a-Service companies in Canada in position #64, Latka Rankings
Grant recipient for 7-Second Trust Formula
Member of the Neuromarketing Business and Science Association
Member of the Society for the Advancement of Behavioural Economics
Peer Guidance Entrepreneur Educator
Approved service provider for Alberta Innovates & National Research Council
2018 Delegate, Information Technology Association of Canada Mission to Ireland
Speaker, International Technology Partnership Program, Guangdong, China
Panel Moderator, Chamber of Commerce 403 Series
Software Innovation featured as a Case Study in the Globe & Mail's Report on Small Business
Panel moderator Entrepreneurs’ Organization's Accelerator Learning Day
Lemons-to-Lemonade Host
Teaching Highlights
Connection Silicon Valley Accelerator Program
Entrepreneurs’ Organization, San Francisco Chapter
University of Calgary – Empower project at Enactus Calgary
Calgary Chamber of Commerce – CEO Roundtable Workshops
Better Business Bureau – Power Lunch Workshops
Momentum – Self Employment Groups
Centre for Newcomers – Training Program