Digital Marketing 101
Digital marketing, explained properly.
Engaging workshop with tangible takeaways.
A practical course for business owners and teams who want to understand digital marketing, not just do more of it.
Most digital marketing training either skims the surface or buries you in platform jargon.
This course does neither. It's built around how marketing actually works for growing businesses: who you're talking to, what you want them to think, feel and do, and how to measure whether any of it is working.
Sound familiar?
You're posting on social media because you feel like you should, not because you know why. Your website gets visitors but you couldn't say where most of them come from, or what happens after they land.
Someone on the team has been asked to “do the marketing” on top of everything else, with no real grounding in how it fits together.
None of that is unusual. Digital marketing has become something businesses are expected to just know, without anyone ever properly teaching it. This course fills that gap.
Who this is for
People who want to understand what they're paying for, or doing themselves, before they spend another penny on it
Anyone who's landed marketing responsibility without a marketing background
Teams who want a shared, sensible starting point before building a strategy
Founders of owner-managed and growing SMEs across any sector
What the course covers
The course is built around a simple idea: everything in marketing should start with who you're talking to, not which channel you fancy trying next.
Audience, objectives and messaging
How to define who actually matters to your business right now, set objectives that are clear and measurable rather than vague, and build messaging around what you want people to think, feel and do.
Measurement and Google Analytics
A plain English walkthrough of what to track, why it matters and how to read your own data with confidence, so reporting stops being a black box.
The PESO model
A framework for understanding where your time and budget should actually go, and how the different channels work together rather than competing for attention.
Social media that doesn't feel like shouting
How to show up consistently, hold a conversation rather than broadcast at people, and keep a tone of voice that sounds like you.
Content and email marketing
The basics of building content that's useful rather than promotional, and email marketing that people actually want to open.
SEO and keyword research
What on page, off page and technical SEO actually mean, why long tail keywords are worth more attention than people give them, and how to start researching what your customers are searching for.
Paid social and PPC
An honest introduction to paid advertising: when it's worth the spend, when it isn't, and how to avoid wasting budget on the wrong audience.
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Delivered in plain English, with no assumed jargon and no “stupid questions”. It's interactive rather than a lecture: expect discussion, real examples and time to apply what you're learning to your own business.
Available as an in-person workshop or adapted for your team, with materials you can keep and refer back to afterwards. -
A clear understanding of who your priority audiences are and what you want them to do
The confidence to read your own analytics and ask the right questions of agencies or freelancers
A working knowledge of SEO, social, content, email and paid, and how they fit together
A practical starting point for your own marketing plan, not just a head full of theory
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This course is run by Adam Driver, founder of Authentic Comms and a Chartered PR practitioner with 20 years' experience across content, SEO, PR, social, digital marketing and customer service. Adam has worked with organisations from fast-growing SMEs to national brands, and built this course around the questions business owners actually ask, not the ones marketers assume they should.
Get in touch
If you'd like to book Digital Marketing 101 for yourself or your team, or have a question about whether it's the right fit, get in touch and we'll talk it through.
Do you have any questions or are interested in a chat with Adam? Feel free to get in touch or book an intro call.
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