Learnit Training
« Back to all themes

Online marketing training courses

Almost no organisation can escape it; increasingly the purchase of a product or service starts with a search on the internet. Ensuring that your organisation is found well and then leading the searcher step-by-step through the phases of the purchasing process is therefore of great importance to an increasing number of organisations. Our online marketing training courses contain all the necessary knowledge for this; being well found in search engines, advertising via AdWords and Facebook, to content marketing and measuring and optimising results with the aid of Analytics. All our training courses are given by an experienced specialist and contain, in addition to the crucial theory, many practical examples.

link]

Applying successfully

Applying for a job, an exciting process for many! In times of crisis, partly due to the coronavirus, jobs are not easy to come by and it is important that you, as a candidate, can distinguish yourself from the others.

In this blog we will give you 10 tips that you can apply to increase your chances of getting a job!

1. It all starts when you read and search for vacancies. Apply specifically and take a good look at the job requirements in the vacancy. Do they match your skills?

2. Always apply with a CV and motivation. Limit your CV to 2 A4's and write down both soft skills and hard skills. Soft skills are qualities in the area of cooperation, Agile working and time management. Hard skills are more focused on computer skills, such as Excel and Office.

3. Potential employers do not always look at your CV and motivation, but often also at other channels. Think of your Linkedin Profile or social media. Pay attention to what you put online.

4. "What should I wear to a job interview?"; you only get one chance to make a first impression, so make sure you look presentable, and if in doubt: better 'overdressed' than 'underdressed'.

5. Prepare thoroughly, but go into the interview relaxed, as if it were a friendly competition. This will make you more receptive and flexible, which will improve the contact and the chance of a click.

6. Be on time. Preferably a little early. This not only makes a punctual impression, it also gives you the opportunity to get used to the new environment.

7. Always introduce yourself nicely and preferably shake hands firmly (not in the 1.5m society of course). Always look at the person talking to you, but don't stare.

8. Answer the questions that are asked and don't beat around the bush. If you don't have an answer immediately, you can say that you will think about the question and come back to it at the end of the interview.

9. Also think about what substantive questions you want to ask; you will not only be judged on the answers you give, but also on the questions you ask. This will show to what extent you have studied the company.

10. Never speak negatively about previous employers or organisations. This can create a wrong impression and you never know which contacts your potential employer has. Finally, you have been invited for an interview so the potential employer already thinks you are a suitable candidate. Stay yourself and take your time!

More self-confidence in your application process? Take a look at the Self-confidence course of Learnit!

link]

Black Friday: 4 tips for online marketers

Friday 27 November is the day again: Black Friday is just around the corner! In recent years, people have been shopping in large numbers on this day: almost every shop offers its products at a discount on Friday. Weeks in advance we see all kinds of advertisements and make lists of what we are going to buy this time. That Black Friday is advantageous for consumers is obvious. But what can Black Friday bring for companies? And how can you as an online marketeer contribute? Read 4 tips below that will help you make your company's Black Friday actions a success:

1. Gather additional leads

The number of conversions only increases over the course of Black Friday. If you are smart, you can get potential new customers to leave their details on your website and at the same time be triggered to buy a product from you. For example, advertise 'leave your email address and get a sneak peek at our Black Friday range' or 'get free shipping when you sign up for our newsletter'. These deals make it attractive for new customers to leave their customer details on your website. You can use these details for email marketing, for example.

2. Increase customer loyalty with exclusive deals for existing customers

Many companies will realise that discount offers are a good way of attracting new customers. It is more difficult to ensure that existing customers do not go to the competitor when they also offer discounts. One way to prevent this is to offer existing customers exclusive deals in your system, for example, extra discount on top of the normal discount or a free product when purchasing an item on Black Friday. This increases the chance that existing customers will just buy their products from you. Existing customers will appreciate such actions, which will increase customer satisfaction. In the long run, this will lead to more loyal customers for your company.

3. Use hashtags

The number of conversions, or web traffic, increases considerably in the run-up to Black Friday. Not so strange when you consider that people often find out in advance where they can get the best deals. As a company you can take advantage of this by using hashtags in your social media posts. #Hashtags ensure that your posts are classified into a certain category. For example, if you advertise with #BlackFriday and #sneakers, your feed will reach people who are looking for new trainers faster. For your business, it can be useful to advertise with multiple hashtags to find out which hashtags generate the most conversions for your business.

4. Analyse your discount actions

Participating in Black Friday seems important for many companies, but it is especially so if you gain insight in which actions are valuable. Often customers postpone purchases just before Black Friday, which makes you wonder if Black Friday compensates for this. Besides that, a part of the consumers will already make purchases for Sinterklaas or Christmas during Black Friday. After all, consumers can now purchase these products at a discount, but for you as a company this might be at the expense of your purchases later in the year. In addition, it is also important to look at what new leads bring in, for example. Do new customers still read your newsletter the week after Black Friday or did they unsubscribe immediately? One way to gain insight in your (discount) actions is to analyze your conversions of the month of Black Friday but also of the month before and after. You can do this for example by using Google Analytics.

Online marketing training

Setting up Black Friday promotions, advertising for these promotions and analysing the data resulting from these promotions are examples of the tasks that an online marketeer might encounter on the shop floor. Other activities that an online marketeer is involved with include: search engine optimisation, Google Ads, Google Analytics, Facebook advertising, E-commerce, social media marketing and content marketing. Did you know that Learnit offers a 7-day online marketing training that perfectly covers all these subjects? Do you want to expand your skills or develop yourself in the field of online marketing? Then this training is for you! Click here for more information about this training.

link]

What is Search Engine Optimisation (SEO)?

How do you ensure that you attract as much traffic as possible to your website? Search Engine Optimization (SEO) is the solution! SEO can best be described as the sum of all activities that you undertake to make your website better findable in online search engines, such as Google.

SEO explained

Translated into Dutch, SEO means "search engine optimisation". This term actually covers SEO completely. For example, by ensuring that your products or services appear high on the list of consumer search results, you can ensure that you drive more traffic to your own website. The advantage of attracting these types of consumers is that you already know they are looking for your product or service, as they are already purposefully searching for your product or service in a search engine. This also means that the chance of conversions or perhaps even purchases increases when you attract these types of visitors to your website.

How do you make sure your ranking goes up?

Now the big question is: how do you make sure you are at the top of the search results? Three aspects play a major role in this: content, technology and authority. Content is of course about the information you share on your website, for example information about the shoes you sell. Have you mentioned the size, for example, or the colour? Technology is about how your website works and how user-friendly it is. Authority has to do with external links that can be found from your own website, also called link building. If a party like bol.com (which is ranked high itself) has the link of your website on their website, this is a huge advantage for your own website. If you have many of these kinds of links, your own domain value increases, as it were.

Below, we have listed a few important advantages of SEO for you:

  • Your company's name recognition goes up. An additional advantage of appearing high in the search engines is that consumers will see your company name more often. The more often your company name appears, the greater your brand awareness will become. A win-win situation!
  • 24/7 promotion. Another advantage of being high up in search engine rankings is that people can literally find you more easily at any time. Even if you are not busy promoting a certain product or service, it is, as it were, done for you.
  • Relatively low costs. If you have ever promoted an advert via Facebook or Linkedin, you probably know that advertising via social media can be expensive. The problem with this type of advertising is that you have to pay for each new advertisement. The advantage of SEO is that investing in it is a lot more sustainable. Once you have good texts on your website, they remain for a long time. You don't have to invest in it again.
  • Visible in multiple search engines. When you invest in your visibility in one search engine, it is good to be visible in the others as well. The advantage of SEO is that the basis for ranking in all search engines is the same. So, if you manage to rank high in Google, this will also automatically apply to Bing or Opera.
  • Insight into your conversions. Did you know that with the help of Google Analytics, you can see exactly how many conversions your website traffic generates? So if you are wondering whether your SEO tactics are actually paying off, it is useful to have a look at the statistics of Google Analytics.

Learnit course

Are you interested in SEO and do you want to learn what SEO can do for your company? Then take a look at our course Search Engine Optimisation (SEO). Get to know the basics of online search engines and learn how to get your own website noticed!

link]

Analyse SEO data more effectively and efficiently than ever before

A tool with which multiple sources can be linked is no superfluous luxury. Especially when this tool is free and unlimited. There should be something like that already, right? That's right, last year Google came up with an update that provides every SEO with all the relevant figures in just a few clicks. The Search Console connector is a nice addition for every website owner. In this blog, we will explain some of the functions of this handy tool. Furthermore, we will tell you what this tool can do for you and how you can become even more proficient in SEO.

Search Console connector

The Search Console connector collects data from the linked accounts, such as Google Adwords, Google Analytics and the Google Search Console. This data can be converted in Data Studio into clear reports, making the analysis of search engine optimisation data much easier. The reports include impressions, clicks and average positions. Once you have logged into Data Studio, it is easy to link accounts and view reports.

Search traffic

The most interesting data can be found under the heading 'Search traffic' in the section 'Search queries'. Whereas in Google Analytics you can hardly see which keywords bring people to your website, this tool does. You can see which words people are searching for, but also how many people actually click on them.

HTML improvements

Google regularly adjusts its algorithms so that it is not always clear how a website scores high in the search results. What is clear, however, is that the position of your website depends on hundreds of factors, including texts and descriptions. That is why it is also interesting to have a look at 'HTML improvements', to be found under 'Appearance of Site Search'. This is not as technical as you might think. Google analyses your texts automatically and looks to see to what extent they meet the requirements. The tool indicates which texts you should change if you want to be maximally findable in the search results. It could be that you are advised to adjust meta descriptions or titles.

SEO strategy

It is also possible to see where people are looking for you (demographics), when people are looking for you (date, time) and on what device (desktop, mobile). In this way, it is easy to gain insight into how your potential target group moves around on the internet. In short, with the figures from this handy tool, you can find out whether the SEO strategy you have chosen is working or whether it could be improved and contains weaknesses. With the right strategy, the potential range grows. Whether your new strategy is also paying off can all be seen in a graph showing the number of clicks. One small 'unfortunately' is that data is processed retrospectively for two days. So if you change something today, you'll have to wait a while to see what the effect is.

Saving

It is definitely worth spending an afternoon on this, because this Search Console connector is an absolute boon for any modern organisation that wants to work on online visibility. The value of this tool can also be translated directly into euros, because a good SEO score makes expensive advertisements redundant in some cases. After all, greater unpaid reach is the logical consequence of greater online visibility. The time you invest in discovering this tool is also amply rewarded by the efficiency it generates structurally.

More about SEO

Want to know more about what search engine optimisation can do for your organisation? Then take a look at the course page on our website. Here, you can also see when training courses are scheduled again, so that you are completely up to date and can provide your organisation with an online boost using the latest SEO techniques.

link]

A modern twist on traditional marketing: social media

What is social media marketing?

Social media marketing is a form of online marketing that revolves around creating and sharing content on social media networks. Think of networks like Facebook, Twitter and LinkedIn. The aim of social media marketing is for users to share the messages, photos or videos with their own social network. This way, the company creates a wider reach and increases brand awareness.

In response to the popularity of social networks and marketing activities, the Social Media Advertising Code (RSM) was created in 2014. ''This code aims to promote transparency in Social Media Marketing, by disclosing the relationship between the advertiser and the person distributing the advertisement.'' For example, bloggers who are paid to share a product/service via their social media account must make this recognisable by, for example, using hashtags #spon (sponsored) or #adv (advertisement). In addition, the RSM describes a 'manipulation prohibition', whereby it is prohibited to edit the messages ''in such a way that it may mislead the average consumer''.

Resource

Social media is an accessible platform for sharing messages, advertisements and ideas with (future) customers. As a company, you can come into direct contact with your target group and vice versa: customers can respond to an advertisement, send a personal message to the company and immediately give or receive feedback.

Social media marketing is an easy tool to achieve various goals, such as:

  • Increase brand awareness
  • Creating a brand identity
  • More website visitors
  • More conversions
  • Higher search engine rankings (SEO)

Social media and SEO are inextricably linked. More presence on social media improves your position in search results (SEO) and at the same time, the efforts you spend on SEO also deliver a better reach on social media. The more followers on social media, the higher your search engine ranking. But beware: Google can detect purchased followers, so your many followers will have to arise organically. As soon as your followers react, share and like a lot - are involved - this will lead to more presence online. More brand presence leads to more searches for your company/brand. The positive consequence of this is that your company will appear at the top of Google more quickly, even in searches that are less related to your company.

The more external websites link to your website, the more positive Google will be about your website. So link to your website on your own social media pages, but make sure that the content is of high quality: otherwise Google will quickly find you out.

Sceptical consumers

The popularity of social media marketing also has a downside: distrust. An English survey by the Chartered Institute for Marketing (CIM) confirms that only 1 in 5 of those interviewed trust online marketing activities. Fake accounts to write positive reviews, bought likes, misleading campaigns and great promises that the company cannot keep. Consumers are sceptical about ads and brands on social media. But how do you remove this distrust as a company? CIM advises to be as open and transparent as possible. Respond to a bad review and solve the problem instead of deleting the comment.

During our Social Media Marketing training you will learn how to counter this mistrust and how to safeguard your reputation. You will also discover where your target group is online, what role your company can play in social media and how to go about it. During the training we alternate theory, practical exercises and reflection in a pleasant way. This not only allows you to quickly apply the knowledge, but also provides you with many starting points to work with after the training.

link]

Optimising online shopping baskets

Unfortunately, customers regularly abandon their online shopping carts before they have finished paying. There is a real term for this in the English language (Abandoned Cart Syndrome) and researchers have even officially investigated and evaluated this phenomenon. According to BI Intelligence Estimates, around €2.9 trillion was not paid for in 2014, this is more than 60% of the online order processes that is stopped. So a big problem for online entrepreneurs. The website Statista investigated why Americans abandon their online shopping basket. A majority of people gave the order cost as the main reason, with in second place too high costs of the total order and finally the lack of payment options as a reason.

Realise that many people just ''look, look, don't buy''! What happens in a physical shop also happens in a virtual shop. Especially online, it is very easy for customers to compare products. Where are the shipping costs the lowest or even free? Which web shop looks the most reliable or has the most reviews, for example? Or simply: which web shop offers a product at the lowest price?

Fortunately, there are many ways to combat the Abandoned Cart Syndrome. Google Analytics can help you with this, as it automatically tracks the buying behaviour of your customers. To do this, go to Conversions > E-commerce > Shopping behaviour analysis. This website clearly explains what you can do to prevent/reduce Abandoned Cart Syndrome.

What can you do besides using Google Analytics to reduce the shopping basket abandonment rate? Here are some points you can look out for:

  1. Create a "save" option. This is more likely to result in 'Look, look, save and buy later'. Not everyone wants to buy a product right away, but they do want to save various options. Give your customers an option to save products, so you can remind them of this too.
  2. Clarity about costs. State the costs clearly on your website. Not only the shipping costs but also any additional costs. That way you won't scare away (future) customers at the very last minute.
  3. Customer reviews. Provide customer reviews. This makes your website more reliable, it can give customers specific information about products they are interested in and it works as a kind of social proof. The satisfaction of others is convincing.
  4. Easy payment process. Does a future customer have to register first before he or she can buy a product? Chances are that the customer will click away. Make it as easy as possible for your customers. Get to the checkout as quickly as possible, with plenty of payment methods.
  5. Use Card Abandonment Software. This software allows you to e-mail people after they have clicked away their shopping cart. The e-mail works as a reminder, in which the products that were in the shopping cart are central. A clever trick is to give the (future) customer a small discount on the specific product. Persuade them to buy it anyway!

E-commerce training

Do you need more help setting up an online shop? In our E-commerce training course you will learn everything that is involved in selling your products online. From setting up the plan, determining delivery terms to promoting your webshop.