Digital Marketing Training Sessions

Free Digital Marketing Training sessions as part of the Culture & Tourism Connected project.

Videos of the sessions and session resources will be posted after each session.

SEO for Creative Communicators

Focusing on best practices for cultural organisations who want to attract more visitors to their websites from organic search results, and ensure that they’re targeting audiences through search who go on to convert into bookings, visits, subscriptions, or other valuable conversions.

Download the slide deck here

Paid Search Engine Marketing

Paid search ads allow you to target people who are searching for things to do in particular places or at particular times. You can link users directly from your ads to landing pages on your website that reflect their search interest and that encourage them to book, subscribe, or share. This session will introduce you to best practices for planning, creating, and managing paid search campaigns — including campaigns subsidised by Google through the Ad Grants programme, which provides not-for-profit organisations with up to USD $10,000 per month in advertising spend.

Sign up for Google Ad Grants here: https://www.google.com/grants/get-started/. This outlines the process, and there’s a video to walk you through the set up process.

Download the slide deck here

Measuring and Optimising Digital Engagement

The RAISE engagement framework identifies the five main stages in the visitor journey. It defines what you need to do in order to: reach people through direct, search, and referral channels; attract them to your website; involve them with your products and content; satisfy their needs; and extend engagement by driving people to subscribe and share. This session explains how you can use RAISE to measure visitor engagement, plan marketing and communications, create an effective website, and optimise conversion through booking, subscription, and sharing goals. It will also introduce you to the benchmark reports you are receiving as part of Culture & Tourism Connected, ensuring you can understand those reports and take action to improve engagement with your visitors.

Download the slide deck here

Integrating Digital into Audience Development

Our audiences aren’t just digital or physical, they’re both. This session will consider a holistic approach to audience development, recognising both digital and physical engagement.