In a dynamic and constantly evolving work environment, the course ‘New Ways of Working: Digital Marketing in Engineering’ offers you the opportunity to transform your approach to digital marketing, specifically designed for the engineering sector. With the growing demand for digital skills, this course equips you to master advanced techniques such as SEO, marketing automation and inbound marketing. You’ll learn how to attract, convert, close deals with and retain customers, as well as how to define and create buyer personas and set SMART objectives. You’ll also delve into the customer lifecycle, from discovery to decision, and develop content strategies tailored to each stage of the buyer’s journey. In a market where companies are looking to innovate and stand out, possessing these skills can be a decisive factor in your professional success. The online format allows you to access flexible learning tailored to your needs, ensuring you can advance your career from anywhere.
New approaches to digital marketing in engineering
Digital Skills
40 hours
Introduction
Objectives
Through this module, you’ll gain an in-depth understanding of the Inbound Marketing methodology. You’ll learn everything you need to apply it to the marketing of your products and become an expert in marketing automation.
Table of Contents
TEACHING UNIT 1. SEO PILAR
SEO Pilar
Grouped topics
Pilar Page
TEACHING UNIT 2. MARKETING AUTOMATION
Introduction
TEACHING UNIT 3. INBOUND MARKETING. PART I
Inbound Marketing
Stages of Inbound Marketing: Attraction, conversion, closing and retention
Buyer persona: Description, definition and creation process
SMART goals. Description and definition
TEACHING UNIT 4. INBOUND MARKETING. PART II
The buyer’s journey: description and stages (discovery, consideration, decision)
The customer lifecycle or sales funnel
Definition of the buyer’s journey
Stages of the buyer’s journey
Guidelines for determining the appropriate content for each phase
Practical example
References
TEACHING UNIT 5. INBOUND MARKETING. PART III
Content marketing tailored to each stage
The conversion funnel
How to develop a content strategy
Case study
References
TEACHING UNIT 6. INBOUND MARKETING. PART IV
Contextual marketing
Social media platforms focused on inbound marketing
TEACHING UNIT 7. INBOUND MARKETING. PART V
Workflows
Inbound sales
TEACHING UNIT 8. INBOUND MARKETING. PART VI
CRM
Software for implementing an inbound methodology
More related courses
Your questions answered
Why choose Educa.Pro?
Educa.Pro enables organisations to centralise training management, personalise learning and gain clear insights into the impact of training programmes. Thanks to its AI-powered technology, organisations can optimise their learning strategies, enhance talent development and make data-driven decisions.
Can the courses be taken at your own pace?
Yes. Most of the courses on Educa.Pro are self-paced and on-demand, allowing users to progress at their own pace without missing out on progress tracking or assessments, which makes it easier to fit them around work or study commitments.
What levels of security and compliance does the platform offer?
Educa.Pro complies with security standards designed to protect user and organisational data. Furthermore, it supports the traceability of certifications, digital signatures and the management of assessments, thereby ensuring regulatory and legal compliance in both educational and corporate environments.
What support and guidance does Educa.Pro offer?
The Educa.Pro team offers comprehensive support throughout implementation, roll-out and adoption, ensuring that organisations get the most out of the platform and achieve measurable results from day one.