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