Lay the groundwork: The foundations your digital marketing runs on

Most digital marketing advice looks at one channel at a time: how to post on Instagram, how to write an email, how to run an ad. What often gets skipped is the foundation underneath. That means knowing who you're for and what you stand for, and having a clear structure that shows what each channel is there to do and how they connect.

This webinar takes a step back for a whole-of-business look at digital marketing. You'll see how your website, email, social media and ads can work as one connected set of channels. You'll also learn the building blocks that hold them together, so every new post, email or ad has something solid to sit on.

What you'll learn:

• how the main digital channels connect, and the different job each one does (paid, owned and earned)
• why the channels you own, like your website and email list, are the base everything else builds on
• the foundation pieces to have in place first: a clear picture of your customer, what makes you different, and a one-line message that explains what you do
• how a consistent brand look and voice ties your channels together, so customers recognise you wherever they find you
• how to tell when your foundation is strong enough to add paid ads, and which few numbers show it's holding up.

What you'll leave with:

• a simple framework for how your digital marketing channels fit together, which you can come back to whenever you add something new
• a first draft of your one-line brand message
• a foundations checklist to see what's already in place and what to build next
• a clear sense of where to put your effort first, before you spend more time or money on any single channel.