Digital Marketing Bootcamp
Looking to Improve Your Digital Marketing?
The Digital Marketing Bootcamp will take participants from Novice to Intermediate Digital Marketers. We will identify different approaches to Digital Marketing based on B2B Vs B2C and Product Vs Service and adapt the brand and target customer to Digital Marketing. Participants will learn the ins and outs of various Digital Marketing tactics from Search Engine Optimization to Paid Advertising Campaigns and more and learn how to maximize results and measure ROI. By the end of the course, participants will build a digital marketing campaign from the ground up. Whether you are brand new to Digital Marketing or want to build on the fundamentals, this course will be packed with information and practical application.
This program will be held virtually.
Bootcamp Dates
Tuesdays | 3 P.M. - 5 P.M.
Start Date: April 16, 2024
End Date: June 4, 2024
This program will be held virtually.
Investment
Early Bird Pricing Available until April 9, 2024: $440
Standard Course Fee: $560
Additional Employee Rate: $240
Questions? Contact Christopher Goetz at christopher.goetz@denversbdc.org or 303-620-8026
Digital Marketing Bootcamp Overview:
Intro to Digital Media and Laying Out Your Sales Funnel
- What Digital Marketing Is and is Not
- Differences between B2B and B2C and between services and eCommerce
- Ideal Target Profiles/Customer Personas
- Laying Out a Sales Funnel
- What and Why: CRM Overview
Tools:
- ITP Worksheet
- Sales Funnel Worksheet
Expected Outcome:
- Work on the ITP worksheet
- Work on the Sales Funnel Worksheet
Adapting Your Brand to Digital and Lead Capture
- What’s the right voice for the right marketing channel?
- Key Pieces of Marketing Communication
- Creating a Positioning Statement
- Assembling a Brand Kit
- How do You Want People To Enter the Sales Funnel?
Tools:
- Key Pieces of Marketing Communication Handout
- Positioning Statement Worksheet
Expected Outcome:
- Create a positioning statement for at least one product/service
Analytics and Tracking Mechanisms
- Google Analytics
- Google Search Console
- Google Tag Manager
- Call Tracking
- Heat Mapping
Tools:
- Google Analytics, Tag Manager
- HotJar
- CallRail
Expected Outcome:
- Set up web traffic tracking
- Set up conversion tracking
- Set up UI/UX performance tracking
Search Engine Optimization (SEO)
- Fundamentals of technical SEO
- Fundamentals of content SEO
- Keyword Selection and Analysis
Tools:
- Google Search Console
- Frase
Expected Outcomes:
- Select Target Keywords
- Learn to edit a website for SEO purposes
Apply Search Engine Optimization (SEO)
- Build SEO Content
- Optimize Student Homepages
- Write SEOed Blog Article
- Fundamentals of Local SEO
- Google My Business
- Review Management
- Directory Management
Tools:
- Google Search Console
- Google My Business
- Frase
- MissingLettr
- Reputationly
Expected Outcome:
- Learn to edit a website for SEO purposes
- Write a short piece optimized for search engines
- Create Campaigns
- Select Target Keywords
- Write Ad Copy
- Create Geofence and Remarketing Audiences
Paid Search and Display Advertising
- Google AdWords
- Google Verified Local Services
- Display Advertising
- Microsoft Ads
- Remarketing
- Geofencing
Tools:
- Google AdWords
- Microsoft Ads
- Google Verified Local Services
- Cidewalk
- Facebook Pixel
Expected Outcomes:
- Create Campaigns
- Select Target Keywords
- Write Ad Copy
- Create Geofence and Remarketing Audiences
Remarketing and Geofencing
- Google Ad Network
- Display Advertising
- Microsoft Ad Network
- Remarketing
- Geofencing
Tools:
- Google AdWords
- Microsoft Ads
- Google Verified Local Services
- Cidewalk
- Facebook Pixel
Expected Outcomes:
- Create Campaigns
- Select Target Keywords
- Write Ad Copy
- Create Geofence and Remarketing Audiences
Your Digital Campaign
- Looking at the campaigns students have built and launched, how do we improve performance?
- Any last questions?
- Congratulations to those who completed the course
Tools:
- All tools used to date
Expected Outcomes:
- Analyze the campaigns students have worked on throughout the course
- Look at real-world performance of the campaigns that have been launched by students
- Identify opportunities for refinement
Meet Your Instructor: Zachary Rischitelli
Zachary began his career in marketing nearly twenty years ago working on accounts for a national digital marketing agency after which he became the sales director for a smaller, design-oriented agency. Learning from his experience at both large and small organizations, he gained a sense of commitment to his clients that culminated in building his own production team to best deliver results for these accounts. The full-service marketing agency, Real FiG Advertising + Marketing, founded in 2009, was the result of this effort.
Building on his degree in Anthropology and Psychology, Zachary has always wanted to better understand the audiences his clients are trying to reach. Using anthropology to understand the physical and cultural drives and psychology to understand the emotional and intellectual, these two disciplines come together to build a research-based approach to award-winning results-driven marketing campaigns.
Since acquiring Adrenalin Sports Marketing in 2021 and combining it with the existing FiG team, Zachary has had the opportunity to leverage his and histeam’s experience on both their traditional clientele in health and wellness and consumer facing brands as well as Adrenalin’s sports industry specialization.
Since the acquisition, Zachary has taken on sport-specific projects including the Colorado PGA, USA Water Polo, USA Pickleball, USA Field Hockey, USA Cycling, USA Archery, the Harlem Globetrotters, and more. FiG’s commitment to Defining an Audience, developing a Message, and Delivering that Message through optimized channels, carries over into every industry they dive into.
