LinkedIn Advertising Masterclass

September 21, 2022

A Complete Guide to Making LinkedIn an Advertising Powerhouse

Special Summer 2025 Pricing: Regularly ~~$1000~~ is now 50% off—$500. Enroll here.

ENROLL NOW

Summer 2025
Live Online
Mod 1: Jul 08
Mod 2: Jul 15

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Prerecorded
Online

MODULE 1

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MODULE 2

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Introduction:

For B2B marketers, there should be no better social medium for advertising than LinkedIn. It’s where your target audience lives, breathes, and communicates. It’s where audiences share information about themselves, their industries, and their professional needs and wants. But those new to LinkedIn advertising don’t know where to start, or how to make the most of the platform. And many marketers report being disappointed that their LinkedIn campaigns don’t get the results they hoped to achieve.

Most of the time, the problem is not the medium, but gaps in knowledge about how to make it work properly. When it comes to LinkedIn ads:

You need to know how to set them up.
You need to know how the creative assets work, and what kinds of paid content works best for your goals.
Finally, once your ads are set up properly, you need to know how to make them convert.

Many LinkedIn training courses address the first item, but not the second and third critical pieces of the puzzle. In this LinkedIn Advertising Masterclass, you will gain the knowledge and skills in all three areas to advertise effectively on the number-one social media platform for B2B marketing.

In this two-module masterclass, Instructor Luan Wise shows you how LinkedIn fits into the B2B sales funnel, and how to structure your LinkedIn content to balance your short-term and long-term goals. You’ll gain valuable insights, gain new working knowledge, and develop the confidence to help you run successful LinkedIn Advertising campaigns within LinkedIn Campaign Manager.

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get tips for creating image ads, thought leadership ads, sponsored posts, content, and video. And lastly how to think through the marketing funnel. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

Key Takeaways:

The role LinkedIn advertising plays in the marketing funnel.
The fundamentals of LinkedIn advertising.
Setting up your LinkedIn advertising account.
Navigating the LinkedIn Campaign Manager platform.
Defining your LinkedIn advertising objectives.
The importance of knowing your target audience.
LinkedIn ad formats & ad types.
Advertising design and copywriting tips.
Useful AI tools to support ad creation.
The importance of A/B testing.
Budget considerations.
LinkedIn’s reporting and analytics capabilities.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

ENROLL NOW

Summer 2025
Live Online
Mod 1: Jul 08
Mod 2: Jul 15

BUY NOW!

Prerecorded
Online

Module 1: LinkedIn Advertising Fundamentals.

Description:

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.

Key Takeaways:

In this class, you will learn:

The role LinkedIn advertising plays in the marketing funnel.
The fundamentals of LinkedIn advertising.
Setting up your LinkedIn Advertising account, including Insight Tag and Conversion Tracking.
Navigating the LinkedIn Campaign Manager platform.
Defining your LinkedIn advertising objectives.
The importance of knowing your target audience.
Using LinkedIn’s ad targeting.

You will see a demo of the Campaign Manager platform, have the opportunity to create a persona for your target audience, and identify how you can best reach them via LinkedIn advertising.

ENROLL NOW

Summer 2025
Live Online
Mod 1: Jul 08
Mod 2: Jul 15

BUY NOW!

Prerecorded
Online

Module 2: Managing Successful LinkedIn Advertising Campaigns.

Description:

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get a wealth of examples and tips for image ads, thought leadership ads, sponsored posts, content, and videos. And lastly a discussion on the conversion funnel.

Key Takeaways:

In this class, you will learn:

Advertising design and copywriting tips.
The importance of A/B testing to compare different ad variations.
Useful tools, including AI, to support ad creation.
Budget considerations.
LinkedIn’s reporting and analytics capabilities.

Together, we will explore best practice examples of all ad types, from single images to videos. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

How to Convince Your Boss Why You Should Take this Class:

LinkedIn is the top social media platform for B2B—The B2B buyer is researching and consuming content online now, more than ever. Today’s buyers might be anywhere from two-thirds to 90% of the way through their research journey before they reach out to a salesperson (Forrester)—That means we need to be reaching them with content to engage and influence them wherever they are in the decision-making process.

The power of paid social—Social media advertising helps get your message out to more of your target audience. LinkedIn provides opportunities for image ads, video ads, message ads, conversation ads, and *new* thought leadership ads.

Save costs—Reduce wasted ad spend by learning how to run campaigns effectively. Get the results your business needs.

Practical insights—Learn with an industry-recognized practitioner. This course is more than theory, it’s packed full of examples and best-practice advice. You can ask every question you need to!

The Presentations:

The workshop is a mix of presentation and practical exercises.
The workshop is live so that you can ask your questions.
Can’t attend the live workshops? No problem! These DMAnc.org workshops will be recorded and the recording will be sent within 24 hours of the live online class.
If you have questions after the class, you’re welcome to email the instructor.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.

Who is the course for?

Marketing managers, digital marketing managers, demand generation managers, creative directors, agency account directors and media planners.

The Presenter:

Luan Wise

Luan Wise teaches the Linked Advertising and Event Marketing Masterclasses at the Direct Marketing Association of Northern California.

Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing with over 20 years of experience in agency, client-side, and consultancy roles working across sectors including b2b and b2c professional services, higher education, manufacturing, learning & development, and more. She has supported household names like Hilton, Royal Mail, the University of Cambridge, and many small, high-growth businesses. She is a course instructor for LinkedIn Learning, an accredited lead trainer for Meta, and a coach for Google’s Digital Garage initiative.

Luan is a visiting fellow at the University of South Wales (UK) and regularly delivers guest lectures at university business schools. She also speaks at leading industry conferences, such as the Global Marketing Summit.

Luan is author of the award-winning book ‘Relax! It’s Only Social Media’, and has recently published ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals,’ featuring research conducted in collaboration with Warwick Business School, University of Warwick (UK).

For further information about Luan, visit www.luanwise.co.uk or social media profiles: linkedin.com/in/luanwise | twitter.com/luanwise | instagram.com/luanwise | facebook.com/luanwise | tiktok.com/@luanwise

ENROLL NOW

Summer 2025
Live Online
Mod 1: Jul 08
Mod 2: Jul 15

BUY NOW!

Prerecorded
Online

The LinkedIn Advertising Masterclass delivered the exact type of workshop experience I had hoped for. The presenter was very detailed and thorough at every step of the way. This was the type of information and expertise you will not be able to receive from free videos on YouTube or elsewhere.

Joe GreekTargeted Marketing Specialist, Averitt Express

I love the in-depth content they provided. It wasn’t just a how-to but also an explanation of how it works, why, and what strategies you can implement yourself!

Kylie ToneyDigital Graphics Specialist, KTGY

This course was incredibly helpful! I am just getting started in LinkedIn Ad campaigns and this answered questions that I didn’t even know I had!

Emily GarySocial Media Marketing Specialist, Genesis Technical Staffing

Overall, I thoroughly enjoyed this module and would recommend it to anyone in marketing that is looking to expand their company’s types of advertising and is looking for a more efficient way to target their audience.

Emma FuggerMarketing Coordinator, Mid-America Real Estate, MI

The course was excellent, offering a good mix of best practices and real-world examples.

Erin MoloneySr. Marketing Manager, Tension Packaging and Automation

I was very pleased with the workshop today. I learned a lot, there was so much helpful information and I am excited to put the knowledge I gained today into my next ad campaign. Great instructor and great presentation all around!

Danielle TampierDirector of Marketing, J.G. Petrucci Company

The LinkedIn Advertising course is an exhaustive look at all things LinkedIn ads–from the campaign manager tools themselves to creative and optimization. The instructor is up-to-the minute with current features and trends.

Shauna BittleDigital Content Specialist, ImageSource, Inc.

Sarah is a wonderfully informed expert on LinkedIn ads who presents a wealth of knowledge in a short period of time. I would highly recommend the LinkedIn Ads course.

Karin FiskMarketing Analyst, Hamilton Company

I highly recommend attending DMA NC trainings, they provide in-depth lessons and tips from experienced trainers that are sure to improve your skills.

Kane GuMarketing Assistant, Nan McKay and Associates

Thank you for clearly and concisely breaking down each step of the LinkedIn Advertising process so that I can create ads with the highest ROI for the business I work for. I would recommend this course for all levels of experience, thank you!

Raelynn SchmitDigital Marketing Coordinator, BigIron

The LinkedIn Advertising Masterclass was just what I was looking for to improve my campaign knowledge. Our instructor, Sarah, did an amazing job at tailoring the class to all levels – beginners, intermediates and advanced LinkedIn users. I came away from the course feeling more confident than ever and ready to tackle creating campaigns!”

Sharon CappucciMarketing Director, OPIS, A Dow Jones Company

This was very helpful – particularly the part about setting up the insight tag and creating the different conversion tracking.

Aimee GallardoDigital Marketing Specialist, Fritz-Pak Corporation

This workshop allows marketers to fully utilize and understand LinkedIn campaigns and tips in order to reach their intended audiences.

Emma FuggerMarketing Coordinator, Mid-America Real Estate, Michigan

The workshop was informative without being over my head. It kept up a good pace, so I never got bored, and I appreciate the recording after the workshop so I can revisit certain parts on my own time.

Ashley RoseSocial Media Manager, Newcastle Limited

This workshop was illuminating! It gave me a new understanding of how to leverage LinkedIn Ads and website tracking (tags) to broaden our current scope by leveraging features of campaign manager.

Karin FiskMarketing Analyst, Hamilton Company

Workshop dates and times:

Summer 2025

Module 1: LinkedIn Advertising Fundamentals.
Tuesday, July 8, 2025
9:00AM – 11:00AM PDT

Module 2: Managing Successful LinkedIn Advertising Campaigns.
Tuesday, July 15, 2025
9:00AM – 11:00AM PDT

ENROLL NOW

Summer 2025
Live Online
Mod 1: Jul 08
Mod 2: Jul 15

BUY NOW!

Prerecorded
Online

September 21, 2022/.

B2B Marketing, Digital Marketing

B2B Go-to-Market Strategy Masterclass

September 20, 2022

Using Strategy to Take Charge and Succeed.

Special Spring Pricing: Regularly ~~$600~~ is now 50% off—$300. Enroll here (prerecorded online).

BUY NOW!

Prerecorded
Online

Introduction:

Strategy gets a bad rap. Stakeholders often want to jump straight to tactics—shall we try a webinar? Social video? Event?—because it’s easier to understand “doing things” rather than strategic plans.

It’s true that it can be exciting to throw yourself off a cliff, blindfolded, into a sea of tactics without any idea of what will happen. But smart marketers know that a go-to-market (GTM) strategy can be much more thrilling and satisfying and can help you be much more successful in all your marketing efforts. When you’re being proactive instead of reactive, when you consider the long-term and not just what you want to do tomorrow, you experience a lot less stress and feel much more in control. That’s being strategic.

GTM Strategy is especially critical when you’re responsible for lead generation, other sales cycle support, or just branding overall. Developing an impactful marketing plan must be rooted in a strategy that provides insights into target markets and the positioning of the organization’s offerings. Getting that right can make all the many moving parts of a sales funnel effort work better together. It may even help you get more enthusiastic buy-in from reps who may have been slow to advance opportunities in the sales cycle that were generated by previous marketing efforts. And that feels terrific.

Instructor Michael Hornby has more than 30 years of experience creating successful GTM strategies for companies ranging from startups to billion-dollar sales organizations. In this workshop, he will take you through all the steps needed to ensure that your GTM strategy drives and connects all your value propositions, messaging, digital assets, sales tools, and content to maximize your impact on the sales cycle. That means a higher probability of more leads and better conversions, which will increase the probability of closing. In the end, you get more revenue for your organization and more success for your sales team.

You’ll learn how to:

Leverage your SWOT results into your product strategy and into your strategic alliance strategy.
Create a marcoms strategy incorporating new-opportunity lead-generation and sales cycle support and engagement.
Create an effective industry trade press strategy.
Gain insights on how to mine key market trends.
Create an effective sales enablement strategy.
Develop the next steps in transitioning your marketing strategy modules to a tactical marketing plan.
Gain insights into incorporating AI into your strategy development workflow (including a list of marketing AI tools and links).
Bonus: This course includes more than 25 worksheets and templates for SWOT, competitive analysis, target market analysis, and much more. You can put them to work immediately in building your marketing strategy.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

Key Takeaways:

From this workshop you will understand the key fundamental elements you need to construct an effective Marketing Strategy. The key takeaways will include:

Understanding and executing a target market analysis.
Identifying your brand gap and how to close it.
Leveraging your core competencies with your target market pain.
Building your thought leadership position.
Learning a more detailed SWOT analysis and how to relate it to your positioning.
Creating a more impactful message.

Then we will focus on creating an effective Marketing Strategy with the additional key takeaways:

Leveraging your SWOT results into your Product Strategy.
Creating a Marcoms Strategy that will incorporate two focuses a) new opportunity lead generation; b) sales cycle support and engagement.
Leveraging your SWOT results into your Strategic Alliance Strategy.
Insights into why AI should be leveraged by all marketing departments and what it can do to help increase the effectiveness of the marketing team’s impact on supporting business growth.
Creating an effective Industry Trade Press Strategy.
Insights on how to mine Key Market Trends.
Creating an effective Sales Enablement Strategy.
25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more

How to Convince Your Boss Why You Should Take this Class:

This workshop will create or evaluate your marketing strategy so you can Enhance your Marketing Machine so it will deliver:

More leads.
Higher quality leads.
Better support sales by improving the probability of winning in your sales cycle opportunities.
Powerful messaging that is better aligned with your target market needs.
Ensure synergy with your business strategy.
Better connection to your marketing tactics.
Overall increase in your Marketing ROI.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
25+ templates and spreadsheets for SWOT, competitive, target market analysis and much more.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.

The following templates are provided in the course presentation which you will be able to use for your own marketing strategy planning.

Business purpose worksheet.
Target market analysis worksheet.
Brand gap worksheet.
Core competency worksheet.
Thought leadership worksheet.
Competitive analysis capabilities worksheet.
SWOT worksheet.
Strengths worksheet.
Weaknesses worksheet.
Opportunities worksheet.
Threats worksheet.
Impact messaging worksheet.
Connecting pain to value worksheet.
Thought leadership campaign worksheet.
Product strategy UVP worksheet.
Product strategy Weaknesses worksheet.
Product strategy Opportunities worksheet.
Product strategy Threats worksheet.
Product strategy Market Trends worksheet.
Marcoms strategy Lead-Gen worksheet.
Marcoms strategy ABM worksheet.
Strategic alliances strategy worksheet.
Industry press strategy worksheet.
Macro Market trends worksheet.
Micro Market trends worksheet.
Sales enablement worksheet.
Executive outreach prep questions check list: 1, 2, 3, 4, 5.
Marcoms strategy Executive outreach worksheet.

Who is the course for?

Business and marketing leaders who will be creating, contributing and supporting the development and execution of a marketing strategy and plan that will be a key input into the organization’s overall strategic business growth plan.

The Presenter:

MICHAEL HORNBY

Chief Marketing Officer
Orion Marketing Group

Mike Hornby headshot

For over 30 years, Michael has been part of senior management teams with organizations that have ranged in size from start-ups to multi-billion dollar B2B technology focused companies in Telecoms, Medical Instrumentation, Industrial, Security, Location Intelligence and Defense. His main focus has always been on facilitating and leading market strategy for business top-line growth and building teams that have met and exceeded their sales & marketing targets. In his last position as Director of Market Strategy and Marketing, Mike was responsible for working with 13 business units over 15 locations across the globe, facilitating the development of their market and product strategies. He led marketing strategy workshops with each of those business units. Other areas of focus have been marketing communications, product marketing, product management, engineering management, direct sales and channel management along with business development. Mike has been a guest speaker at Algonquin College and Ottawa University sharing with business students insights into marketing strategy and planning. He also was a member of the Ottawa TecExec Association where he was a regular speaker and part of the organization committee. Mike worked with Invest Ottawa and advised young entrepreneurs with their start-up initiatives. He graduated with a Bachelor of Commerce degree Honors at Carleton University, Ottawa, Canada.

BUY NOW!

Prerecorded
Online

This was a great workshop if you’re rapidly scaling a young company or if you’re feeling stuck in a rut with your existing marketing strategy. I would definitely recommend it to anyone developing B2B marketing strategies.

Jennifer McAlpineProduct Marketing Manager, Benchmark Electronics

Great thought provoking presentation that expanded on the basics. I was able to apply the content to my current challenges and took several notes for implementation on my team.

Mitzi BreauxTargeted Marketing Manager, Vitalant

Another great course by DMAnc. Mike gives us a glimpse of a CMO in a large company and a roadmap to an effective marketing strategy (including the templates to get there).

Clifton WebbDirector, Media & Marketing, QRI

Comprehensively delivered presentation with working, real-life examples. A palpable Marketing experience.

Dara MottahedProduct Marketing Manager, Gastops

Workshop dates and times:

Spring 2025

B2B Go-to-Market Strategy Masterclass, 1-module Course,
Prerecorded online.

BUY NOW!

Prerecorded
Online

September 20, 2022/.

AI for Digital Marketing, Content Marketing, Digital Marketing

Leveraging AI for Your Digital Marketing: A Comprehensive Masterclass

September 15, 2022

Harness the Power of AI for Transformative Marketing Strategies for 2025.

Special Summer Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll here (Live Online).

ENROLL NOW

Summer 2025
Live Online
Mod 1: July 09
Mod 2: July 16
Mod 3: July 23

Prerecorded
Online

Learn More

Learn More

Learn More

AI tools are powerful additions to a marketer’s arsenal. They can help you work faster and produce more with greater creativity, innovation, and quality. Our course is a gateway to reshaping your marketing approach in the digital age. In this 3-module masterclass, you will:

Learn how to craft prompts: The art of writing prompts is one of our most frequently requested topics, and this course delivers, showing you how to create prompts that help you achieve your marketing goals, produce quality work, and most of all, save you time.
Gain Practical, Hands-On Experience: Learn how you can use AI to create dynamic marketing content, including blog articles, web pages, digital ads, social media posts, and more. Our practical approach ensures you can apply what you learn directly to your work.
Stay Ahead of the Curve: The digital landscape is ever evolving, and so is this course. We continuously update our content to include the most cutting-edge AI tools and techniques in marketing. New this session: previously hidden insights into Google’s page-ranking systems and ad policies, gleaned from hundreds of pages of testimony in the Justice Department vs. Google antitrust trial. Armed with this knowledge, you’ll be able to better use SEO to align your work with Google’s goals.
Gain new abilities to target audiences on their customer journey: The digital revolution has changed the sales funnel. You need to know where, how, and when to talk to your prospects and customers. In this course, you’ll learn how to use AI to identify consumer intent, sentiment, and seasonality.
Learn about AI tools and platforms: We’ll talk about all the major LLM AI options, including ChatGPT-4.0, Anthropic Claude, Sonnet, Meta.ai, Google Gemini, and Microsoft Copilot, along with advanced methods for using these.
Expert Guidance and Support: Learn from Andreas Ramos, a pioneering instructor in AI for digital marketing.
Flexible Learning Options: Can’t make it to a live session? No worries. We provide recorded versions of the class, complete with a workbook and supplementary materials, so you never miss out.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

Module 1: Mastering Prompts.

Description:

Dive into the world of AI-driven content creation with our first module, “Mastering Prompts.” This session is designed to demystify the nuances of AI prompts, addressing key concerns around data privacy, copyright, and the intricate workings of AI datasets. As we unravel the potential of AI in digital marketing, you’ll gain a comprehensive understanding of how to harness AI tools to enhance your marketing strategies effectively.

What You’ll Learn:

Fundamentals of AI Prompts: Grasp the basics of crafting effective AI prompts, setting the stage for optimized content creation.
Navigating AI Concerns: Address critical issues around data privacy, copyright, and the ethical use of AI in marketing.
Customizing AI Outputs: Learn to personalize AI responses by defining personas, target audiences, tone, and format, ensuring your content resonates with your desired demographic.

Key Takeaways:

Enhanced Creativity and Efficiency: Learn how AI can boost your team’s productivity by up to 25%, with a 40% increase in output quality.
Practical Application: Apply your knowledge with real-life examples, learn to modify prompts for diverse needs, and create content that stands out.
Write Prompts: Empower yourself with the ability to write advanced customized prompts.
Bonus: You’ll get a free copy of our eBook on how to write prompts, and methods to refine and reuse prompts.

Module 2: Applying AI Tools for Creativity, Writing, and Persuasion.

Description:

Module 2 of our masterclass takes a deep dive into the creative capabilities of AI in digital marketing. This session focuses on the transformational use of AI in generating visuals and textual content, drastically reducing the time and costs associated with traditional methods. We explore innovative ways to use AI for creating dynamic images, engaging video content, and compelling written material, revolutionizing how marketing content is developed and deployed.

What You’ll Learn:

This module focuses on creativity, writing, and persuasion. Use AI to enhance your creativity by finding possibilities and editing results to create better ideas. You can also use AI to improve your writing in blog articles, social media posts, webpages, product descriptions, emails, and to create videos and images, and more.

Create Images with AI: Learn to create new images. You’ll also learn how to convert photos and images into advanced, detailed prompts that you can edit to create new images and illustrations, offering endless possibilities for branding and design. No more stock photography or waiting for photographers or illustrators.
Content Writing with AI: Discover how AI can create or improve articles, web copy, product descriptions, photo captions, blogs, emails, newsletters, press releases, and more. Our guide to prompts ensures your text is written for your target audience and includes USPs, UVPs, and CTAs.
AI Bot for Your Website: You can add an AI bot to your website in fifteen minutes in plain English, without any code. It answers customers’ queries, based on your company’s FAQs and customer manuals.
AI for Social Media: One of the best uses of AI is creating social media posts. With our advanced prompt crafting, you can create social media posts that present your company, products, and services in words that appeal to your target audience, using USP, UVP, and CTA, with emojis and #hashtags. You can create 200 social media posts in a few minutes. Creating unique posts for Facebook, Instagram, TikTok, and LinkedIn is easy. Your posts will have consistent messaging and tone that reflects your organization.
AI for Persuasion: AI helps in persuading your audience. You can also use AI to write better emails, answer unhappy customers, and create events for your audience.
Understand Your Audience: You can copy and paste several hundred (or several thousand) social media comments and use AI to quickly produce a table sorted by issues, recommendations, requests, blurbs, sentiment, and intent. You can also do this for your competitors.

There’s much more in this module. There are 58 slides of ideas, tips, and examples that you can immediately apply, all in plain English. We also add a list of recommended reading to learn more.

Key Takeaways:

List of the current best tools: You’ll receive a comprehensive list of tools to create images, along with examples and tips for image prompts for product shots and headshots. You’ll also see how to turn photos into prompts that you can then quickly edit the text to create new images. AI reduces your dependence on traditional stock photography and studios.
Writing with AI: Examples of creating prompts to write articles, product descriptions, product captions, and press releases. Use advanced concepts from AI to improve your web pages and articles. AI creates mind maps and word clouds so you can see the structure and content of your articles at a glance.
Effective Utilization of Customer Insights: Transform customer reviews and feedback into organized data for better understanding and strategy development.
Global Communication: Overcome language barriers in marketing with AI-driven translation tools, making your content accessible worldwide.

Module 3: AI-Enhanced SEO and Digital Advertising–Navigating the New Era.

Integrating AI into SEO and Digital Advertising

Description:

In the final module of our AI for Digital Marketing Masterclass, we focus on the pivotal role of AI in SEO and digital advertising. This session reveals how AI’s integration into search engines revolutionizes SEO practices and digital ad placements. We’ll dissect the latest developments in AI-powered search engines. We’ll look at Google’s Search Generative Experience (SGE) and its far-reaching implications on SEO and organic search strategies.

The section on SEO is entirely new. It’s based on Google’s internal documents and testimony by the top VPs who testified in the November 2023 US government’s Department of Justice antitrust trial against Google. No other course or book covers this:

Understanding AI in SEO: Delve into the transformative impact of AI on SEO, exploring new methodologies and strategies to align with AI-driven search engines. You’ll see how to write prompts that find the keywords on a page, sort them into categories, and sort the keywords into categories, intent, and seasonality. With this, you can write hundreds of meta-tags precisely descriptive of your pages and aimed towards your target audience. We also discuss Google’s position on AI-generated text.
AI in Digital Advertising: Google Ads has been changing since the arrival of LLM AI. You’ll see how to use advanced AI prompts to craft compelling and targeted digital ads in Google Ads in minutes that present your landing page with strong USP, UVP, and CTA, written precisely for your target audience. You can use this for both RSA and pMax ads in Google. This method can be applied to other digital ad platforms, including Facebook, Instagram, LinkedIn, TikTok, and Twitter.
Overview and Comparison of the Major AI Platforms: We finish with a roundup of the leading AI platforms, including ChatGPT, Microsoft Chat, Google Bard, Anthropic Claude, and others, their features and capabilities, and their roles in marketing. You’ll see many hidden features in the AIs. The focus here is on useful, practical tools for the daily work of marketing.
Future AI Tools: An overview of upcoming innovations in AI for marketing, along with the future impact of AI on digital marketing.

Key Takeaways:

AI in SEO: Google search is evolving from Old Google, which was based on keywords and meta-tags, into New Google, which uses themes and AI summaries. We look at how to use AI to improve SEO for Old Google and how to improve your website for the New Google.
AI-Generated Content: Google’s stance on AI-generated content and how to align your strategies with these guidelines.
Enhanced Digital Advertising: Utilize AI to create responsive and customized ad content, tailoring your messages to your target audience more effectively.
Comparison of AI Tools: The functionalities and benefits of various AI platforms, choosing the right tool for your marketing needs.
Hands-On and Practical: Ready-to-use prompts and practical examples that you can copy, paste, and edit for your marketing campaigns.

How to Convince Your Boss Why You Should Take this Class:

Empower your team with the latest AI tools in digital marketing, enabling them to work smarter, faster, and more effectively. With this course, they’ll grasp the transformative power of AI and learn to harness it for their everyday tasks, driving productivity and results to new heights. Ensure your marketing strategy stays at the forefront of innovation. Invest in your team’s knowledge and capability today, sign up for our AI in Digital Marketing course now.
The advent of AI in digital marketing marks a seismic shift comparable to the inception of the web in 1993 or the iPhone launch in 2007. With our course, you can ride the wave of this transformation, enhancing your skills and output significantly. Learn to use AI tools to accomplish more in less time, increase quality, and reduce costs. Don’t let this game-changing moment in digital marketing pass you by. Pitch the idea to your manager and join our course now to shape your future and become an indispensable asset in the era of AI-driven marketing!

The Presentations:

The masterclasses are hands-on and practical.
The masterclasses are live so that you can ask your questions.
These DMAnc.org masterclasses are recorded. If these courses don’t fit in your calendar, you can take the course as a recorded class.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

An exclusive spreadsheet with dedicated worksheets for SEO, digital ads, and social media will be provided.
A Google Search Generative Experience (SGE) PDF will be provided which describes upcoming changes to Google. A Google Quality Rater Manual (PDF) will show how Google evaluates and selects web pages.
Supplemental Slides: Links to Google’s SGE video and articles from OpenAI ChatGPT, Microsoft, Meta, Google, and Nvidia, plus additional articles and books on AI.
Top Questions and Answers: A compilation of questions and answers from previous AI class sessions will be provided.

Who is the course for?

Marketing managers, digital marketers, social media managers, public relations managers, content managers, content authors, editors, copy editors, and writers.

The Presenter:

Andreas Ramos

Andreas Ramos head shot

Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.

Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
In Palo Alto since 1992.
Master’s degree from Universität Heidelberg, Germany.
Website is https://andreas.com (online since 1994).
Social media: LinkedIn https://linkedin.com/in/andreasramos/ and Twitter https://twitter.com/Andreas_Ramos.
Contact Andreas at [email protected].

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Summer 2025
Live Online
Mod 1: July 09
Mod 2: July 16
Mod 3: July 23

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Prerecorded
Online

I had no idea about the plethora of possibilities ChatGPT and other AI offer for marketing. Andreas did an outstanding job using real life examples, giving recommendations and answering all the questions.

Sandra KrombacherDirector Marketing, Kontron

This session was extremely informative, and now I have new ideas of our to utilize AI into my company’s marketing.

Stacey BoocherContent Marketing Specialist, Bostik

This course was highly relevant in helping me understand the ever changing AI space and how this is going to impact digital marketing now and in the future.

Melanie ChuiManager, Referred Marketing, Home Equity Bank

Andreas’ use of relevant examples was incredibly impactful and practical. The examples provided tangible solutions that we will begin to consider implementing to support our marketing strategy.

Nelly ValentinSenior Director, Marketing, Somos

Excellent content that will greatly support our company’s initiative to stay ahead of the AI revolution.

Michael GarroMarketing Manager, Baker Electric

I went into this session thinking that the subject matter might be interesting to know about. I left it understanding that it is absolutely essential that I make this a part of my work. The session was SO MUCH information, but gave me inspiration and direction to move forward. SO WELL DONE.

Brad NelsonDirector of Marketing, All Packaging Company

This course was a useful jumping off point for understanding the world of AI and how it will impact marketing careers in the future.

Lauren JerniganAssistant Director of Social Media, Kensington Publishing Co.

This class provided me with practical and applicable takeaways, making it a great learning experience. I highly recommend this class to anyone seeking tangible and immediate benefits. I will be sure to bring key takeaways to my team.

Krystal PotenzaMarketing Manager, Wind Services, Crowley

No matter if you are ready for AI or not, it’s coming! Andreas Ramos did an excellent job of breaking down AI and explaining how to leverage ChatGPT and AI for digital marketers.

Lauren BunchAssistant Director for Online and Visitor Experiences, Bechtler Museum of Modern Art

Solid training course with knowledgeable presenter.

Rowan LawsonVP Marketing, Ideal Industries, dba Cree Lighting

As a marketer who’s interested in AI but is not technically minded I’m very pleased with the introduction I received to learn about the AI landscape and tactically how to leverage it for my team. I feel I have a better foothold now on the AI landscape to confidently communicate the benefits AI can have on our daily marketing operations. – Not written by AI

Alexandra RinehimerSenior Global Campaigns Manager, Mimecast

A Game-Changer for Digital Marketing Teams!

Dimitri CazenaveDigital Marketing Specialist, Elma Electronic

Workshop dates and times:

SUMMER

Module 1: Mastering Prompts.
Wednesday, July 9, 2025, 12:00 PM – 2:00 PM PDT.

Module 2: Applying AI Tools for Creativity, Writing, and Persuasion.
Wednesday, July 16, 2025, 12:00 PM – 2:00 PM PDT.

Module 3: AI-Enhanced SEO and Digital Advertising–Navigating the New Era.
Wednesday, July 23, 2025, 12:00 PM – 2:00 PM PDT.

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Summer 2025
Live Online
Mod 1: July 09
Mod 2: July 16
Mod 3: July 23

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Prerecorded
Online

September 15, 2022/.

Looker Studio for Marketers Masterclass

September 15, 2022

Understanding and Using the Reporting Tool, You’ll Wish You Had All Along.

Special Spring 2025 Pricing: Regularly ~~$1000~~ is now 50% off—$500. Enroll here .

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Spring 2025
Live Online
Mod 1: June 05
Mod 2: June 12

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Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

Looker Studio, Google’s free-to-use Business Intelligence tool, helps you manage and visualize marketing data, create interactive reports, and gain valuable insights to continually refine and improve your ad campaigns. And you can do it even when your data is scattered across multiple platforms, including Google Ads, Facebook, and Google Analytics and CRM tools. In this 2-module masterclass, you’ll learn everything you need to know to fully leverage this powerful tool for your marketing strategies.

You’ll learn how to integrate data from multiple platforms, build insightful dashboards, and make informed decisions. You’ll be able to visualize performance by various metrics, including campaigns, conversions, spending, platform and many more criteria. You’ll know how to create reports to help you explain your results and champion your strategies to other stakeholders. You’ll also learn how to set up data pipelines and warehouses that combine your marketing analytics to streamline your marketing analytics efforts.

Instructor Adam Finer, a BI professional with over 25 years of experience in data analytics and training, will do a live deep dive into the Looker Studio and its powerful functions. You’ll come away with the skills to begin using that knowledge immediately in your work.

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.

In this first module, you’ll get a comprehensive live demonstration of Looker Studio. You’ll learn how to access and transform raw data into actionable insights through clear and impactful data visualizations, and to create custom dashboards for viewing your marketing performance and trends.

In this module, you’ll learn:.

Fundamental data concepts, to improve your grasp of analytics as a whole.
How to connect to all your data sources (online and on-premises).
How to set up the data queries behind data visualizations.
How to manipulate and enhance your data using Looker Studio’s powerful calculation engine.
How to build automated, interactive dashboards and reports that communicate your data effectively.

Module 2: Building Data Pipelines and Advanced Reporting.

With marketing data scattered across platforms like Google Ads, Facebook, Google Analytics, and CRM tools, it’s crucial to centralize that information for more streamlined analysis. In the second module, you’ll learn the practical skills to integrate marketing data from various platforms into a cloud data warehouse. You’ll also learn how to create dashboards that fully represent your marketing performance.

In this class, you’ll be guided through the process of building data pipelines, using data hubs, and connecting all your marketing sources to Looker Studio for effective data management.

In this module, you’ll learn:

How to use data hubs to set up data pipelines that automatically pull data from multiple marketing platforms into a cloud data warehouse.
Techniques for modeling your data using basic SQL commands.
The step-by-step process of integrating Looker Studio with your cloud data warehouse.
How to design advanced dashboards that visualize your aggregated data and provide deeper marketing insights.
Data visualization best practices and techniques to optimize the impact of your reporting.

By the end of this workshop series, you will be equipped with the tools and knowledge necessary to use Looker Studio effectively and streamline your marketing data process for improved decision-making and business outcomes.

How to Convince Your Boss Why You Should Take this Workshop:

Probably one of the most unique and helpful features of Looker Studio comes from its ability to draw from over 20 different Google-provided data sources plus hundreds of third-party ones, which you can consolidate in your reports. Meaning you can pull and pool data from different platforms. A few examples include Google Analytics, Google Ads, YouTube, Google Search Console, and more. This feature makes Looker Studio a one-stop shop for your reporting needs and ensures your reports look incredibly professional. Don’t miss the chance to help your employees “WOW” your company’s decision-makers with more visually attractive and useful reports, plus demonstrate the value of digital marketing.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! This workshop will be recorded, and you’ll receive the recording within 24 hours of the class date.
If you have questions, you’re welcome to email the instructor.
Video of the presentation with slides and audio.
PDF of the PowerPoint slides.
You can listen to the complete presentation with audio as often as you like.

Download Material:

Additional materials:

In addition to the class slides, you will also get access to:

The demo dataset used during the class for you to practice what you have learned. – SampleSuperstore_data2023
A free ebook, 7 Top Tips for Better Dashboard Design, to help you better communicate your data. – 7 Top Tips Dashboard Design.pdf

Who is the course for?

This class is for anyone, especially marketing management (marketing managers, digital marketing managers, data analysts, e-commerce managers), who has ever wanted to go beyond Excel and find a simpler and more intuitive way of managing, analyzing, and presenting data.

If your job involves working with data from multiple sources (especially in the Google ecosystem) and you’d like to be able to bring them all together in one place, Google Looker (Data Studio) is the perfect tool for you.

You don’t need to have any experience working with data analysis tools, even Excel, to gain huge value from this class. You will learn everything you need to be up and running in next to no time.

The Presenter:

Adam Finer

Founder
LearnBI
Adam Finer headshot

Adam Finer is a Business Intelligence professional with over 25 years experience of working with data and teaching beginners how to analyze and present their data using various tools.

Starting off in Market Research, he has now been working in BI for over 10 years.

His career has seen him work in the UK (London), France (Montpellier) and the US (San Francisco) on projects for some of the world’s biggest brands.

He is also an accomplished teacher having built in-house training programs around data analysis tools for companies of all sizes.

He now runs a BI Consultancy while also building a sizable YouTube following and educational website, LearnBI.online.

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Spring 2025
Live Online
Mod 1: June 05
Mod 2: June 12

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Prerecorded
Online

This is exactly what I needed. Awesome live demos and I can actually leave this class and go build a report.

Amanda PruynDigital Specialist, Progressive Medical

Absolutely an amazing webinar. This will empower my team to begin creating better dashboards.

Joey PruittAnalyst, TDBBS LLC

Very informative workshop, with ability to play back and follow along with the handouts.

Samantha JackMarketing Manager, WAC Lighting

The Google Data Studio webinar was excellent! Adam clearly communicated the step by step process to creating reports using all of the available widgets, as well as the importance of understanding your data sources and defining goals prior to developing the reports. I was surprised at all of the dimensions available and am looking forward to getting started!

Susan BernardMarketing Director, Maze Health

I found the webinar very informative and like having the ability to ask questions live with the presenter.

Ken BarrMarketing Manager, We Florida Financial

Enjoyed this workshop. Instructor presentation was helpful and I look forward to applying some of the learnings to my current reports.

Whitney HartAssistant Director, Marketing Strategy Services at American Academy of Pas

Workshop dates and times:

SPRING 2025

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.
Thursday June 5, 2025
09:00AM – 11:00AM PDT.

Module 2: Building Data Pipelines and Advanced Reporting.
Thursday, June 12, 2025
9:00 AM – 11:00 AM PDT

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Spring 2025
Live Online
Mod 1: June 05
Mod 2: June 12

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Prerecorded
Online

September 15, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

Digital and Advertising Copywriting Masterclass

September 14, 2022

Write With More Confidence and Effectiveness for All Digital and Advertising Media.

Special Summer Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll Here.

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

Prerecorded
Online

Learn More

Learn More

Learn More

Introduction:

As with any marketing endeavor, digital and social media activity needs effective strategic planning for successful tactical execution.

In this three-part copywriting Masterclass, you’ll be introduced to the essential principles of copywriting for digital and advertising channels. You’ll also explore the role that good copy plays in influencing behaviors and driving purchases, while learning about real-world case studies that demonstrate the impact of copywriting on marketing and business success.

If you’re looking for inspiration for your email, ads, website, social posts and video scripts, you’ll come away with a greater feeling of confidence and a desire to experiment. You’ll also benefit from useful tips in writing longer web copy—whether you’re using AI to help with the process or creating the content from scratch.

The course covers the role that tone of voice plays in cultivating a unique brand identity and how writers can adapt content and messaging to specific audiences. You will have the opportunity to take part in discussion with other participants, while trying your hand at practical exercises and receiving constructive commentary and critique. With a limit of just 15 participants for the course, you can share your own ideas in the interactive session online and get live feedback from your instructor Phil Woodford.

In Part 1, you’ll focus on the briefing process, which is so important for strategic alignment and effective collaboration with colleagues across the business. You’ll then look at fundamental rules for writing. Before the end of Session 1, you’ll be assigned a small exercise to complete before Session 2—creating headlines for digital advertising. There’s an opportunity to consider the close relationship between words and imagery.

After a review of the headline-writing exercise and tips for best practice, Part 2 is centered around audience and tone of voice, exploring website copy for both B2C and B2B environments. What are the steps towards establishing a clear and consistent brand voice that lie behind a cohesive content strategy?

The Masterclass concludes in Part 3, with advice on writing longer-form web copy, email, social content and video scripting.

Gain confidence in your practical writing skills.
See how copy aligns with wider marketing strategy.
Learn techniques to make your copy more impactful and effective.
Focus on your readers and tailor copy to their needs.
Discover the best ways to approach copy and content online.
Explore the challenges of short attention spans, good usability, and SEO on the web.
Pick up techniques that can help you create more effective email—and gain inspiration for A/B split testing.
Discuss best-practice approaches to social posts, ads, and video scripts.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

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Prerecorded
Online

Copywriting Masterclass, Module 1: Essential rules for writing and techniques for engaging the reader.

Description:

Good copy is built around an effective briefing process, along with clear rules and principles. In this session, you’ll learn how to approach the writing task and gain tips on best practices.

After drawing up a checklist to guide you in your marketing copy and exploring some of the psychological techniques used in the process of persuasion, you’ll be challenged with a short practical exercise before the next session; you’ll have to write some digital advertising headlines. How can we make them stand out in a world where people’s attention spans are diminished, and everyone is confronted by an increasing volume of messages?

Key Takeaways:

An understanding of the copywriter’s various roles as interpreter, salesperson, and psychologist.
Key inputs a writer needs to create better outputs—the role of the marketing communications brief and the part it plays in achieving buy-in from other stakeholders within the organization.
Short case studies of where copy has been credited with making a difference to marketing outcomes.
Best practice principles for writing in plain English, structuring copy effectively, focusing on your audience, and conveying a clear central message.
The principles of persuasion that help convince readers to act.
Briefing of an exercise to complete before Module 2—with a focus on headline writing for digital advertising and its relationship to imagery. A comparison between human and AI-generated concepts.

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

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Prerecorded
Online

Copywriting Masterclass, Module 2: Audience and tone of voice.

Description:

Copy is usually stronger when it is written for a specific audience—making use of segmented data and effective targeting. After reviewing and discussing the short-form copywriting exercise briefed at the end of Module 1, we’ll move on to look at the use of personas in marketing communication and the way in which writers adapt their copy to different readers, reflecting their aspirations and motivations.

There will also be an opportunity to examine tone of voice in shaping the perception of the brand and to observe some of the devices writers use to establish a rapport with an audience. Your instructor will encourage you to explore website content during the session, drawing conclusions about the strategies of the writer and their understanding of the reader.

Key Takeaways:

A review of ideas for advertising headlines – briefed at the end of Module 1.
Techniques for short-form copywriting in advertising and social media, including ways of approaching headlines designed to interrupt and engage.
The relationship between words and images and how both can play a part in creating effective communication.
An awareness of different models of tone of voice – brand-focused, audience-focused, and situational.
The use writers can make of demographic and psychographic profiles in a marketing communications brief.
Comparisons between different writing styles and tone of voice in both B2C and B2B environments – with comparisons of live web copy from leading US brands.
Appreciation of the use of personas by copywriters and the role they can play in targeting copy effectively.

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

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Prerecorded
Online

Copywriting Masterclass, Module 3: Writing for different digital media and channels.

Description:

In this final session, you’ll have the chance to explore some of the rules that surround today’s digital writing—whether it’s the pressure to impress search engines, the science of usability and user experience, or the need to engage people instantly in a world of diminishing attention. You’ll also look at some of the techniques that create more successful emails and different approaches to video content, including strategies for short-form videos on social platforms.

You’ll be shown the way in which story-telling principles can be applied by copywriters, particularly in longer pieces of online content such as articles, blogs, case studies, and thought leadership.

Key Takeaways:

Rules for writing online—taking into account the input of usability experts on scanning, chunking and page layout.
The best approaches for delivering impactful headings and subheads on web pages.
The relationship between copywriting and Search Engine Optimization (SEO) and general principles to follow. Reflections on changes in the age of AI.
How to use keywords in copy while retaining naturalism and aiming for ‘elegant variation’ in your writing style.
Story-telling principles, including the application of the Freytag pyramid to the world of business writing.
Structuring and sustaining longer pieces of copy and strategies for creating powerful ‘kicker’ and intro paragraphs.
Tips for effective scripting and the role of the writer in shaping the narrative and effectiveness of online video.
Principles for more compelling emails—including subject line tactics to enhance open rates and options for A/B split testing.

How to Convince Your Boss Why You Should Take this Class:

Greater confidence: You’ll come out of the course with a more detailed understanding of the copywriter’s role and craft skills, allowing you to work more efficiently and effectively to meet the marketing objectives of your business.

Greater competence: You’ll learn rules for copywriting best practices and be more aware of some of the potential pitfalls to avoid, leading to fewer errors.

Greater understanding: You’ll explore the way copy works across different media and platforms, helping you to craft words that are more appropriate and engaging for your integrated marketing communications strategy. You’ll create more effective social posts, emails, web pages, and video scripts.

Greater cut-through: You’ll experiment with headline-writing techniques and examine the close interrelationship between words and images, leading to more impact with ads and social posts.

Greater adventurousness: You’ll be happier to experiment and try new approaches to copy, which may open up opportunities for more effective and impactful communication.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is the course for?

Marketing professionals at a range of levels and those working in communications, design and related fields.

The Presenter:

Phil Woodford

Phil Woodford headshot

Phil started his career organizing and marketing international conferences for an engineering institute in London, England, before pursuing a career as a copywriter. He became an agency creative director and subsequently embarked on a freelance career, in which he works as a writer, trainer, consultant and lecturer. His current clients are based in the UK, France, Italy and the USA.

Honors degree in Sociology from the London School of Economics.
Master’s degree with distinction in Occupational & Business Psychology from Kingston University, London.
Course Director for the UK Chartered Institute of Marketing (CIM) since 2006.
Member of the Judging Panel for CIM’s Global Marketing Excellence Awards 2023.
Professeur Référent at OMNES Education – France’s largest private university network.
Former visiting lecturer at University of the Arts London; University of Westminster; Birkbeck College, University of London; and St Mary’s University, London–teaching in a diverse range of areas including advertising, media trends, business writing and presentation skills.
Mentor to freelance and in-house copywriters.
Co-host of a weekly news review show on Colourful Radio, broadcast from the Africa Centre in London.
Trustee of Off The Record, a London-based charity which provides counselling services for young people aged 11 to 24.

Website: www.herecomesthecavalry.com

LinkedIn: https://www.linkedin.com/in/phil-woodford-9160421/

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

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Prerecorded
Online

The presenter, Phil Woodford was knowledgeable and proficient in his craft of copywriting. He posed great questions for feedback and collaboration. He always had valuable insights. The insight from the group was also beneficial. Phil’s voice was also an asset to this being an online course. He was easy to listen to and had an engaging speaking voice. I learned a lot from this course. Thank you. eneuman

Emily NeumanMarketing Specialist, Honor Credit Union

Workshop dates and times:

SUMMER 2025

Module 1: Essential rules for writing and techniques for engaging the reader.
Friday, July 11, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

Module 2: Audience and tone of voice.
Friday, July 18, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

Module 3: Writing for different media and channels.
Friday, July 25, 2025
from 10:30 a.m. to 12:30 p.m. PDT.

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Summer 2025
Live Online
Mod 1: Jul 11
Mod 2: Jul 18
Mod 3: Jul 25

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Prerecorded
Online

September 14, 2022/.

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to start maximizing your current email marketing strategy for acquiring and retaining customers, in a world of crowded email inboxes and mobile viewers.

We’ll talk about best practices for both B2B and B2C businesses around email copy, design, and implementation including setting SMART objectives to guide your campaigns, designing emails for engagement (and different devices), writing winning subject lines and email copy, when to send and how often, maximizing the size and quality of your email list, understanding your metrics and successfully conducting testing that gets results.

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy (2)

September 13, 2022

DMAnc.org Online Certification Workshops

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Special Pricing: regularly ~~$300~~ now $200. Enroll here.

(Special Series Pricing: All four Email Marketing Masterclass modules $1,200 now 35% off—$780. Enroll here.)

Introduction:

Email marketing is the foundation of any good multi-channel marketing strategy.

(Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Workshop date and time:

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy.
Tuesday, September 20, 2022 (9:00 am to 11:00 am PDT).

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Live Online
Sept 20th

ENROLL NOW
(Pre-Recorded Online)

(Special Series Pricing: All four Email Marketing Masterclass modules $1,200 now 35% off—$780. Enroll here.)

Key Takeaways:

Why you should add affiliate marketing to your marketing strategy:

Defining affiliate marketing:
1. What it is.
2. What it is not.
Clarifying terms to know:
1. Affiliate program.
2. Advertiser/Merchant.
3. Affiliate/Publisher.
4. Affiliate network.
  1. ShareASale.
  2. CJ Affiliate.
Affiliate software.
EPC—Effective Cost per Click.
Common mistakes:
1. Managing expectations.
2. Planning as part of the marketing mix.
3. Setting and forgetting.
4. Payout and incentives.
5. Time to recruit, activate and optimize.
6. Maximizing internal teams for opportunities.
Competitor analysis of choices, offers and activities.
Various methods available to advertisers:
1. Display ads and text links.
2. PPC.
3. Email.
4. Content (Bloggers, Podcasters, Influencers).
5. Coupon and discounts.
6. Cashback & loyalty.
7. Technology.
How to set up a program:
1. Choosing software and/or affiliate networks.
2. Dashboard.
3. Reporting.
4. Program description.
5. Parameters and terms.
6. Products:
  1. Descriptions.
  2. Images (such as logos).
  3. Ads.
  4. Payout.
7. Payment (credit card).
8. Specifications for basic starter ad groups (Checklist).
Running a program:
1. Planning offers to affiliates, such as coupons, discounts and payout tiers.
2. Recruiting affiliates.
3. Approval: manual vs. automatic.
4. Nurturing affiliates.
5. Payments: timely.
Join as an affiliate:
1. View competitor programs and leaderboards.
2. As additional income stream: Printful (swag).
3. As additional income stream: synergistic products & services.
Create referral and loyalty program to incentivize customers, affiliate partners.
Outsource to an affiliate manager or agency.

Enroll in Module 1 (Live Online) Enroll in Module 1 (Pre-Recorded)

The Presentations:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

The Presenter:

Kate Barrett

Founder
eFocus Marketing

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 14 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Some of the companies she has worked with or trained include Return Path (now known as Validity), Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others. Kate is a member of the DMA Email Council, regularly speaks at events around the world, and is a marketing lecturer for the IDM and CIM in the UK.

Kate is also the author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ available on Amazon.

Testimonials

Very pleased with today’s workshop! Received a lot of useful information and resources that will help me in my job. Can’t wait for the next one!

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great course for taking email strategy and tactics to the next level.

Rouba NajjarSenior Product Manager, GenScript, Inc.

Kate did a great job going through each topic in great detail, and I left the presentation with some clear action items on how to improve my email results.

Michael MarzeottiMarketing Automation Specialist, Advisor Investments

A great presentation that covered all the important details about the whole process of email marketing while giving great examples.

Amanda HiggsVisual Designer, Intuit

September 13, 2022/.

Email Marketing

Email Marketing Masterclass, Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy

September 13, 2022

BUY NOW!

Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

This is part 1 of a 4-part Email Marketing Masterclass series covering the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.

(Can’t attend a live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit recordings.)

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to maximize your current email marketing strategy. In a world of crowded email inboxes and mobile viewers, you’ll have the tools you need to acquire and retain customers more effectively than ever before.

We’ll talk about best practices for both B2B and B2C businesses for email copy, design, and implementation. We’ll cover designing emails for engagement (and different devices) and writing winning subject lines and email copy. You’ll learn when and how often to send emails, gain a useful new understanding of your campaign metrics, and successfully conduct testing that gets results.

Key Takeaways:

What you’ll learn:

Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement:
- Creating open-worthy subject lines.
- The anatomy of an email—key sections that every email should have, and that all need to be optimized, regardless of design.
- Optimizing for mobile and responsive design to enhance engagement across multiple devices.
- Optimizing email for the preview pane and blocked images, to ensure that your message always gets across and is actionable.
- Design techniques to draw the eye to your Call-to-Action (CTA).
- Optimizing your CTA color, placement, and wording to maximize clicks.
- Advanced email design: Interactive email to bring your message to life and help subscribers engage there and then:
  - Video in email—key do’s and don’ts.
  - GIFs—the right and wrong way to use them.
  - What are AMP and Creative HTML and how can you use them to better deliver your content to subscribers and generate engagement?
- Techniques to create copy that converts and connects with your subscribers.
Know your metrics—analyzing your results for trends, issues, and potential future opportunities.
Testing as a strategic issue; five steps to creating tests that get results you can use (across channels!).

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Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

How to Convince My Boss Why I Should Take This Course:

According to eConsultancy*, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels. Email marketing is at the forefront of delivering on customer’s expectations of personalized communications that deliver on their expectations, with the right content and offers at the right time. This email series prepares marketers to think through how to turn your email marketing program into a customer-centric, high-performing multi-touch digital experience.

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentation:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is this Course For?

Anyone who manages the email marketing and marketing automation strategy for their company, including Email Marketing Managers, Demand Generation Managers, eCommerce Managers, Digital Marketing Managers, and Agency Account Managers who manage the email marketing strategy for their clients.

The Presenter:

Kate Barrett

Kate Barrett photo

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.

Publications:

eFocus Marketing Blog: https://e-focusmarketing.com/blog/.
Only Influencers Blog: https://www.onlyinfluencers.com/most-recent-articles/search?query=kate%20barrett.
Spotler & eFocus Marketing Podcast.

I have many years digital marketing experience and found the workshop useful. It was a good level in the middle of beginners and advanced.

Dawn ChamberlainMarketing Manager, Horsesmouth

The DMANC has expertly identified what the marketing community needs: in-depth training with the flexibility of a multi-day format. I can use the certificate of completion at the end to show my organization that I am committed to my ongoing development and improvement of our customer-facing emails.

Karen LoggiaDirector of Marketing, Tension Corp.

The session was thought-provoking and provided me with testing ideas to implement immediately.

Kelly StimpsonMarketing Manager, Advance Local

Kate was a very well-spoken host with a lot of insight and knowledge. She used real world examples of what works and doesn’t work within an email and used statistics to back up those ideas.

Meredith ChristmanMarketing Manager, Cornerstone Advisors Asset Management, LLC

The first workshop was extremely informative, and I came out of the session with takeaways that I will implement into future email campaigns. I learned more about placing pre-header text and a CTA at the very beginning of the email, and I am interested to see how this performs for us.

Erika WagnerDigital Marketing and Campaigns Specialist, General Electric Credit Union

Direct Marketing Association’s webinars are a must-attend for anyone in marketing! Kate is fantastic and keeps you engaged throughout the entire webinar. She offers greater insight and new ways of thinking about email marketing. Awesome job!

Janice SpiersMarket Insights and Communications Analyst, Synergy Flavors

This workshop was an excellent mix of technical and practical material that was easily absorbed. Excited to start applying the learning as soon as possible.

Craig ChamberlainMarketing Manager, Watlow

The knowledge I gained far exceeded the cost of the workshop. I walked away with a clearer understanding of applying concepts and practices I already know in an effective way around email automation, digital personalization, and omnichannel strategy.

Joseph KellyContent Lead, TE Connectivity

The workshop inspired me to improve my email practices and I can’t wait to implement the suggestions and see what improvements I get.

Maddie KapfhammerGraphic Designer, The Deciding Factor

The workshop moved at a very comfortable pace and had a great balance of concepts and real-life examples that made it easy to grasp the new information. I came away with a list of next steps that I want to tackle as the result of this workshop.

Darin JitchakuCRM Manager, Prince Resorts Hawaii

I thought this workshop was really interesting and relative to what I was hoping to learn more about. I appreciate that it covered all aspects of data, how to gather, analyze and use it properly to make the most of it. Plus it covered how personalization is the way to go from now on. Very well done!

Marwah AfifiPaula’s Choice Europe B.V.

Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great content and very skilled presenters.

Cecelia FleishmanGraphic Designer, Truly Nolen of America

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Module 1
Prerecorded
Online

BUY NOW!

Modules 1-4
Prerecorded
Online

September 13, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

Video Production for Social Media Masterclass

September 12, 2022

A 4-Module Series on All Aspects of Video Production that Marketers Need for 2025

Special Spring Pricing: Regularly ~~$1,400~~ is now 50% off—$700. Enroll here.

ENROLL NOW

Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

Prerecorded
Online

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Introduction:

Now more than ever, organizations understand that video is a powerful tool for marketers. Video content in marketing is the most consumed and most engaged by consumers. It allows you to convey stories and identities in a short time, so you can quickly connect with your audiences and differentiate your brand or service.

Creating video content for social media can be enjoyable and rewarding. But if you’re a marketing manager, social media manager, graphic designer, or other marketing professional who doesn’t have dedicated video training, it can be challenging, too. Do you need a new camara? Can you use a smartphone? What are you supposed to do in pre-production? What software is best for editing? How and where do you post your finished product?

If you’ve got a lot of time, not much else on your plate, and are willing to wade through a ton of YouTube videos to find the ones with useful advice, you can try to figure it out on your own. But if you’d like to get to the good stuff faster and more efficiently, this is the course for you.

Award-winning film educator Sa-Ra Zwarteveen has created this four-module Masterclass specifically for marketing pros. You’ll skip the trial and error, and get expert, step-by-step guidance, training, and instructions that’ll save you time and frustration. You’ll practice, too, and get expert feedback while you plan, shoot, and edit short-form videos during this interactive course. By the time you finish, you’ll have the knowledge, skills, and confidence you need to produce professional videos for your social media and marketing content needs.

Module 1 of this course will cover the role and importance of video in social media and marketing, video content strategies, visual storytelling, and how to plan a video.

Module 2 will focus on technical aspects of video production, whether on your smartphone, tablet, or DSLR/Mirrorless camera.

Module 3 will help you gain editing skills in Adobe Premiere Pro for your laptop and CapCut for your smartphone or tablet.

Module 4 will cover the last stage of the video process: distribution and sharing your video with the audience you want to reach.

Key Takeaways

Gain hands-on experience in planning, shooting, and editing short-form marketing videos for social media.
Introduction to video content strategies and platforms.
Understand pre-production: storyboarding, creating shot lists, and writing scripts.
Practical experience in using camera angles, shot types, and camera movements to convey a brand story.
Understand technical camera aspects such as shutter speed, aperture, ISO, and white balance.
Basic editing techniques and principles, including adding graphics, captions, sound editing, and color correction, using Adobe Premiere Pro and CapCut.
Exporting video to different specs for different social media platforms.

Video Editing Software We’ll Be Using in This Masterclass:

We strongly recommend that you download the following software before the start of the workshops, as this is what the demos will be focused on:

Adobe Premiere Pro for your laptop, this is a professional-grade editing software. There is a 7-day free trial available at: https://www.adobe.com/products/premiere/free-trial-download.html
CapCut for your smartphone/tablet is a free editing app.
The Adobe Premiere Rush app for your smartphone if you plan to film on your smartphone instead of a DSLR or Mirrorless camera.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

ENROLL NOW

Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

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Prerecorded
Online

Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.

Description:

The first step in making a short-form video for social media and marketing is to understand the aim of your video and your target audience. This will then help you with the next stage in the video-making process: pre-production. Translating your idea and written copy to video requires an understanding of video terminology, language and grammar: what can a close-up convey? And how can you make your audience relate to the message in your video? In this module, you will learn about the different aspects of video language and put this knowledge into practice by starting pre-production for a marketing video.

Key Takeaways:

Learn about different video content strategies.
Learn about the importance of video in marketing through compelling figures and statistics.
Understand how to create video content for different social media platforms.
Understanding video language and how to use this to tell a story visually.
Learn about shot sizes, camera angles, camera movements, and composition.
Practice writing a short script for social media and marketing.
Experience in writing shot lists and storyboards.

ENROLL NOW

Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

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Prerecorded
Online

Module 2: Shooting on Your Smartphone or DSLR/Mirrorless Camera.

Description:

Once the plan for your short video is finalized, you can start on the production stage of your video making process. This is when you would shoot all the footage that you need to tell your story coherently. In this module, you will learn how you can elevate your video and make your footage look professional by understanding and practicing technical aspects of your camera, as well as understanding how to set your lighting and record sound professionally. During this module and before the next module, you will shoot your own footage that you planned in the previous module.

Key Takeaways:

Practical experience in shooting different shot types, and camera angles.
Understand camera functions such as shutter speed, aperture, ISO, white balance, and manual focus.
Learning how to use Adobe Premiere Rush on your smartphone to shoot video, and how to use the DSLR/Mirrorless camera effectively.
Understand the importance of lighting and sound in video.
Practical experience in shooting interviews.
Learn about the importance of a-roll and b-roll footage.

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Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

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Prerecorded
Online

Module 3: Editing Your Video and Exporting for Social Media.

Description:

After shooting all the footage for your video, you would progress into the next stage of the video-making process: post-production. It is important to edit your footage into a coherent story and ensure the message you want to convey is clear. In this module, you will learn about professional editing workflow and fundamental editing principles by editing the video you shot in the previous module. Adding titles and graphics, editing sound, and correcting color can elevate your video to make it stand out on social media. During this module and before the next module, you will edit your footage into a short marketing piece and receive feedback on your edit during the next module.

Key Takeaways:

Understand professional editing workflow and fundamental editing theory.
Video editing for continuity.
Montage editing.
Edit sound, correct color and add transitions.
How to add titles and motion graphics.

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Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

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Prerecorded
Online

Module 4: Distribution and Tips and Trends in Video Marketing.

Description:

The last stage of the video-making process is distribution: this is where you will share your video with the audience you want to reach. You will gain an understanding of the different social media platforms, and what the audience’s expectations are for videos on each platform. You will also learn how to repurpose footage for landscape (horizontal) and portrait (vertical) videos to suit the social media platform. We will also look ahead to the future and discuss tips and trends in video marketing. In the last module, you will share your work and receive feedback from the course instructor.

Key Takeaways:

Understand social media platforms and audience expectations for video on each one.
Fundamental knowledge of aspect ratio, ideal video length, and video dimensions
How to repurpose footage for multiple platforms
Tips and trends in video marketing
The future of video marketing and how you can adapt to developing technologies.

How to Convince Your Boss Why You Should Take this Class:

Competitive advantage: video is at the epicenter of modern digital life. Having high-quality content that cuts through the noise will distinguish your brand from competitors.
Positive return on investment: 92% of marketers report that video marketing produces a positive return on investment. Doing this to a high level will increase that return.
Highly skilled workforce: a highly skilled workforce in video marketing means fewer outsourcing costs and better professional development for existing staff. The skills are there when you need them without extra costs.
Brand awareness: 94% of marketers report that video has improved public perception and awareness of their brand or service. Video content will build bridges between your identity and that of customers/clients.
Expert-led: With an instructor from the world-leading British Film Institute, your employees will be learning from the best.

The Presentations:

This workshop series gives the participant hands-on video-making practice with feedback from the instructor at every step of the video production process.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete PPT presentation.
Digital handouts on shot sizes, exposure triangle, and 3-point lighting.
Digital templates for shot lists and storyboards.
Motion graphics templates for Premiere Pro.
Color grading LUTs for Premiere Pro.

Who is the course for?

Marketing professionals at a range of levels and those working in social media, communications, design, and related fields.

The Presenter:

Sa-Ra Zwarteveen

Sa-Ra Zwarteveen teaches the Video Production for Social Media Masterclass for the Direct Marketing Association of Northern California.

Sa-Ra is an award-winning film educator and specialist in digital media, culture, and education. She works as a film educator and education programs coordinator at the British Film Institute. Sa-Ra also works as a lecturer at University College London, teaching film production to undergraduate and postgraduate students at the Institute of Education.

Her previous experience includes working at the Stedelijk Museum and EYE Filmmuseum in Amsterdam, where she programmed and delivered engagement and education events. Recent film education projects include the Chartered Institute of Marketing, London Film School, Cambridge University, Durham University, England and Wales Cricket Board, the Singaporean Government, and the Saudi Film Council.

Sa-Ra has extensive experience providing digital marketing and filmmaking courses for professionals in the UK and internationally. She is dedicated to film education and visual literacy as a discipline that can empower and drive creative experience.

Social media: www.linkedin.com/in/sarazwarteveen.

ENROLL NOW

Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

BUY NOW

Prerecorded
Online

Sa-Ra was incredibly knowledgeable and professional in her presentation. She articulated everything in a way that was easy to follow and understand, and engaged with the class to make all participants feel welcomed.

Lindsay McFeleaDigital Marketing, COPFCU

Great workshop that can be applied to many different roles.

Jordan KnappSocial Media Manager, DiBella’s Subs

The first module of Video Production for Social Media was very informative and the 2-hour class flew by. Excellent instructor.

Robyn AdlerMarketing Manager, Chartwell, Inc.

I am exited about the Video Production for Social Media Masterclass. Sa-Ra is doing a great job with explanations and examples of the concepts that she is teaching. The Types of Videos, Filmmaking Stages and Film Language topics are covered well and exciting to learn about.

Robert FergusonCreative Services Producer, Patterson Pope

Sa-Ra did a fabulous job breaking down really complex subjects about filmmaking and video content strategy!

Alessandra DuqueSocial Media Manager, McKeeman Communications

This course does a great job introducing step by step of filming and social media.

Dana Van DeventerMarketing Admin Assistant, Southern Insurance Underwriter

Workshop dates and times:

SPRING

Module 1: Video Marketing Strategies, Introduction to Filmmaking, and Pre-production.
Prerecorded online.

Module 2: Shooting on your smartphone or DSLR/Mirrorless camera.
Prerecorded online.

Module 3: Editing your video and exporting for social media.
Prerecorded online.

Module 4: Distribution, tips, and trends in video marketing.
Tuesday, June 24, 2025, from 9:00 a.m. to 11:00 a.m. PDT.

ENROLL NOW

Spring 2025
Live/Recorded Online
Mod 1: Recorded
Mod 2: Recorded
Mod 3: Recorded
Mod 4: Jun 24

BUY NOW

Prerecorded
Online

September 12, 2022/.

Social Media Marketing Kickstarter Workshop

September 08, 2022

Social Media Strategy, Content & Systems for 2025

Special Spring Pricing: Regularly ~~$600~~ is now 50% off—$300. Enroll here.

ENROLL NOW

Summer 2025
Live Online
July 30

BUY NOW!

Prerecorded
Online

Why Take This Course?

Social media isn’t just about scrolling—It’s where businesses are built, conversations happen, and decisions are made.

In fact, 58% of consumers first discover new businesses on social media, making it a critical platform for visibility. Whether you’re marketing a business, personal brand, or nonprofit, having a strong and strategic presence on the right platforms is essential. When done right, organic social media can amplify your reach, strengthen trust, enhance your reputation, and turn followers into loyal customers. But without a clear strategy, you risk getting lost in the noise. Doing it wrong—or not at all—risks making your brand invisible.

But when you already have many responsibilities on your plate and a small team, how can you be successful in a media-saturated market and make it a repeatable and consistent process?

This one-module workshop provides a concise yet comprehensive overview from a social media manager’s perspective. Social media strategist and instructor Beverley Theresa unpacks how organic social media works, providing actionable insights, real-world examples, and a repeatable framework for success.

In this two-hour workshop, you will learn the best practices for creating an effective social media strategy and executing tactics that get results, understand what the data tells you, and leverage content to build an online presence that strengthens your reputation.

You’ll also get exclusive access to a Social Media Kickstart Workbook, a plug-and-play content calendar template, a comprehensive management checklist to ensure nothing slips through the cracks, a content creation blueprint to streamline your workflow, and much more to set you up for success.

This fundamentals class will walk you through the process and give you the tools to succeed in social media marketing through 2025 and beyond.

Quick Key Takeaways:

Build a strong social media strategy – Learn to create an organic social media plan that helps you reach your business goals.
Increase engagement and visibility – Discover what type of content resonates with your audience and how to convert followers into customers.
Save time with a repeatable framework – Get a streamlined approach to managing social media.
Futureproof your social media marketing – Leave with actionable skills, confidence, and tactics you can implement immediately.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

Key Takeaways:

The 2025 social media landscape – Key shifts, emerging trends, and why they matter for your business.
A fresh, up-to-date look at Facebook, Instagram, Twitter, TikTok, and LinkedIn – Discover which platforms best fit your business, what content resonates most, and how to drive real engagement.
Fundamentals of a winning social media strategy – How to structure, manage, and execute social media marketing with impact.
Time-saving content ideas – What works (and what doesn’t) with real-life examples, data and results to streamline your content creation.
Content best practices – Crack the algorithm code and get your posts seen
Instant access to tools – Download workbooks, cheat sheets, and more to jump-start your success.

Convince Your Boss:

For businesses wondering when to start making greater investments in social media, the time is now. The sooner you start embracing social media as a critical business function, the farther the strong social current will take you. Companies that fail to do so risk being left behind.

Not convinced? Consider these stats* that prove how important social media marketing is for businesses of every shape and size.

58% of consumers first discover new businesses on social media.
78% of shoppers research social media before making a purchase.
Customers who engage with a business on social media spend 35-40% more on that brand’s products and services.
90% of social media users use social media to communicate with brands.

This course helps advance your employee’s ability to manage your reputation and serve your customers on social media. As the statistics prove, this will have a positive impact on your ROI.

* Source: https://www.synup.com/en/social-media-marketing-statistics.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! This DMAnc.org workshop will be recorded, and the recording will be sent out within one business day of the live online class.
If you have further questions, you’re welcome to email the instructor.

Download Material:

Video of the presentation with slides and audio.
PDF of the PowerPoint slide presentation.
Social Media Kickstart Workbook.
2025 Content Calendar, Editorial Calendar, and Blog Calendar.
Social Media Management Checklist.
Social Media Image & Post Guidelines Template.
Content Creation Blueprint.
Social Media Engagement Strategies.
30 Social Media Tips Cheatsheet.
Social Media Management Weekly Planner.

Who’s it for?

This class is ideal for professionals who either have yet to launch a social media presence for their business or have just started their journey in social media marketing in the past year. If you’re unsure if what you’re doing is right, how to create content that converts, and are second guessing your posts, this class is for you!

The Presenter:

Beverley Theresa

Beverley Theresa is a social media strategist, consultant, and owner of Throwdown Social Media. She is an instructor for the Direct Marketing Association of Northern California, teaching two very popular courses: Social Media Marketing Fundamentals and Social Media Marketing Bootcamp. Her classes focus on organic social media marketing for businesses and brands looking to increase their social media presence to drive customers, leads, and awareness.

Over a decade of digital marketing experience focusing on social media strategies and tactics.
Specializes in social media consulting and training for service-based businesses.
Contributing author in Search Engine Journal How to Dominate Social Media: A Complete Strategy Guide.
Past featured speaker at conferences such as Social Media Camp, SocialWest, SocialEast, and SocialPacific.
Past clients include: the United Nations Association, Cushman & Wakefield, Terry Fox Foundation, and more.
Website: https://hellobeverley.com.
LinkedIn: https://www.linkedin.com/in/hellobeverley/.

ENROLL NOW

Summer 2025
Live Online
July 30

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Prerecorded
Online

I was very pleased with the workshop today. I thought that Beverly gave a good presentation on the basics of social media. It was really helpful to hear her suggestions for streamlining and making content for each platform.

Mnemosyne ChirollaDigital Media Coordinator, Construction Association of Michigan

I really liked the workshop– It was informative and I learned a lot!

Kelsey LongMarketing Coordinator, Chankaska Creek Ranch, Winery & Distillery

This was a good workshop for people looking to learn about social media and for those who are social media professionals for major corporations and businesses.

Derek PierceDigital Media Producer, United Way of King County

DMAnc and Beverley offered a great introduction to social media management that dove beneath the surface level to give actionable tips and training.

Zach TrumppMarketing Specialist, Heilind Electronics

Recycling TikToks and posting them as reels on Instagram is a great way to reuse content and gain traction! Most of the time TikToks do better on Instagram.

Kelly VanegasSocial Media Coordinator, Minerva Beauty

It was a good introduction to all of the current main social media platforms to help you figure out what might work best for your audience .

Nicole FiamengoLead Marketing Coordinator, Catalyst Pharma

Highly recommend! Applicable to all companies selling a service or product!

Christi KeevenMarketing Manager, Birge & Held Asset Management

A phenomenal overview–with suitable “deeper dives”–of the major social media channels. Also, brief description of what other webinars are upcoming. Best part: informational, no “puffing up about how great we are!!” That’s really refreshing. I got what I signed up for–and more!! Thanks.

Larry HarmsAZM/Houston Saengerbund

When I take a webinar, I look for engaging content that will be helpful. I didn’t realize two hours flew by because Beverley made this course fun and full of knowledge!

Nicole GraboyesGraphic Designer, Heilind Electronics

It was very informative and I’m glad I was able to attend. I learned some tips and tricks for social media marketing, as well as tools I think would be great for streamlining my content. I can’t wait to put into practice what I learned.

Kimberly GoochDigital Marketing Coordinator, The Everglades Foundation

Beverly was very knowledgeable and informative with a super friendly tone to her voice.

Amanda CramerS.E. International, Inc.

It’s a fantastic course if you feel lost when you hear the words “social media marketing”. Easily digestible information to help put those who are intimidated by social media at ease.

Stephanie SolaresInside Sales Coordinator, Delta Technology

The Social Media Marketing Fundamentals workshop was great and very insightful. Whether you’re just starting out on social media or want to go back to the basics, this is a great place to go.

Adrianna AzaraContent Designer, Trim-Tex

The course was so great. I will take the elements I learned back to my internal team members so we can implement with our clients. A lot of tips and information resonated with my day-to-day and ways to get better engagement for my clients.

Else RiemenschneiderAccount Manager, Studiothink

Presenters were inviting and friendly. happy to answer any question basic or more advanced.

Jen SchulzServices and Marketing Specialist, Cochlear Americas

Great overview if you’re new to social media marketing and want a broad view of where to start!

Heidi HarrisEcommerce Marketing Manager, Kendal Floral Supply

I enjoyed the presentation, I would recommend this to anyone that is interested in learning more about Social Media Marketing

Arlene DuncanCorporate Marketing & Digital Assistant, Brio Living Services

A great informative course that dives into each facet of social media.

Erin GeogheganGraphic Designer/Social Media Coordinator, Blount Fine Foods

This workshop was very informative. Covered the basics or multiple platforms. I would recommend this workshop.

Megan GrebeHealthcare Admissions Coordinator, Frederick Living

Good job with showing us the basic fundamentals of social media. Gained some good valuable information and will use that with our social media

Sergio SanchezBusiness Development, Huntington Brass

DMAnc workshop on Social Media Fundamentals is a great class. so many great tips and tricks. and sooooo much to learn!

Vicki KriczkyDirector of Marketing and Sales, Director of Marketing

DMAnc offered a great presentation on the Fundamentals of Social Media. It is exactly what I needed to know to get started marketing our Small Business and Social Car Club.

Rachelle BrownDirector, Metro Elevator., Inc.

This workshop helps to build a really solid foundational understanding of the importance of social media and actionable steps to having a strong social presence.

Arielle ChesterDigital Content Producer at ABC News

Very insightful presentation that will surely help us kickstart not only the brainstorming process for content, but how to best utilize this content on each social media platform.

Allison LandryMarketing Manager and Social Media Strategist, The Christopher Companies

Workshop date and time:

SPRING

Social Media Marketing Fundamentals: 1-Module Course
Wednesday, July 30, 2025
from 12:00 p.m. to 2:00 p.m. PDT.

ENROLL NOW

Summer 2025
Live Online
July 30

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Prerecorded
Online

September 8, 2022/.

Content Marketing, Digital Marketing, Organic & Paid Social Media

YouTube Channel Strategy and Production Masterclass

September 08, 2022

How to Succeed on the World’s Favorite Search Engine: YouTube

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Prerecorded
Online

MODULE 1

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MODULE 2

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You could call 2024 the year that YouTube took over: growing 79% year-over-year, surpassing Instagram and Facebook in popularity, and becoming the second-most-visited website in the world. Most importantly for marketers, YouTube has become the world’s favorite search engine. It’s where consumers and business users go first for entertainment, education, product reviews, how-tos, and engaging content.

The power of that platform makes it essential for businesses of all sizes. That’s why 61% of B2C marketers and 48% of B2B marketers make YouTube an integral part of their marketing strategy. To achieve success on the platform, to build an audience, and to achieve your desired KPIs, you need to understand YouTube’s audience, its content types, and the algorithm that gets you in front of viewers.

Whether you’re just getting started on YouTube, looking for ways to revitalize a low-performing channel, or seeking to create a powerful strategy on the platform, this 2-module masterclass is the perfect place to start. This course is led by Adam Finer, a marketing data specialist and video creator whose YouTube channel on Business Intelligence (BI) has more than 100k subscribers. You’ll learn how to formulate a successful strategy for your YouTube content. And that, in turn, will help you to build your brand’s audience and influence.

This course will cover:

The mindset, focus, and steps you need to launch or revamp your channel for the best chance of success.
Different YouTube content types, their pros and cons, and how to choose the right mix for your goals and target audience.
Strategies and techniques for building your audience on and off YouTube.
Video production tips and tricks that help you maximize audience retention and engagement.
The video upload process, from export settings to thumbnails to keyword tags, and more.
How to improve video SEO and SERP ranking.

(Can’t attend the live workshop? No problem. These workshops will be recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

BUY NOW!

Prerecorded
Online

Module 1: YouTube Content Strategy for Building Influence and Brand Positioning

In this first module, you’ll learn how to maximize the marketing potential of video content on the YouTube platform. You’ll learn:

The stats: understanding the value of video, mobile traffic, ad revenues, and video’s impact on SERPs.
What makes video engaging, and how it helps your customers to connect with your brand.
How to develop a content strategy that adds value for your audience.
How to conduct competitor research and content analysis to make sure your videos provide the most value and answer all the questions the YouTube audience is asking.
How to use YouTube Analytics data your content generates to continually fine-tune your content as you go.
SEO techniques you can use to feed the YouTube algorithm and rank your videos higher in search results.
Strategies and techniques for building your audience on and off YouTube.

With YouTube being the 2nd biggest search engine in the world receiving 3 billion more monthly visits than Facebook, it is essential for businesses of all sizes to have a presence on the platform.

However, without a good understanding of YouTube’s audience, its content types, and its algorithm, it can be hard to build influence and correctly position your brand.

This class will teach you what you need to know to formulate a successful strategy for your YouTube content that will, in turn, help you to build your brand’s audience and influence.

Key Takeaways:

In this class you’ll learn:

The correct mindset and focus necessary for starting your channel with the best chance of success.
The different content types at your disposal, and their pros and cons.
How to conduct competitor research and content analysis to make sure your videos provide the most value and answer all the questions the YouTube audience is asking.
How to use YouTube Analytics data your content generates to continually fine-tune your content as you go.
SEO techniques you can use to feed the YouTube algorithm and rank your videos higher in search results.
Strategies and techniques for building your audience on and off YouTube.

BUY NOW!

Prerecorded
Online

Workshop 2: YouTube practical guide to producing videos and optimizing content; and how to grow your channel and influence

In this second workshop, you will learn loads of practical tips and tricks on how to produce high-quality video content for your YouTube channel that will keep viewers engaged and increase your brand awareness and influence.

You’ll also be guided on the equipment and software you’ll need, from basic to advanced, to produce the best quality video possible.

With over 50 million channels on YouTube, it is becoming increasingly important to produce video content that cuts through the noise.

Fortunately, there are tried and tested ways of optimizing your content to help make it stand out from the crowd, feed the YouTube algorithm, and boost its SEO.

Key Takeaways:

In this class you’ll learn:

All about the different types of equipment you’ll need to produce the best quality videos possible.
Video production tips and tricks that help you prepare your videos to maximize audience retention and engagement.
The video upload process, from export settings to thumbnails to keyword tags, and more.
How to improve video SEO and SERP ranking.

How to Convince Your Boss Why You Should Take this Class:

YouTube is the second largest search engine after Google. Starting a YouTube channel for your business isn’t just a good idea. It may be one of the most important short-term, and long-term decisions you’ll make in terms of your larger marketing efforts. This is true for a huge variety of different reasons. From creating brand awareness to creating an online educational hub for your customers, there are a lot of different ways you can leverage your YouTube channel to grow your business and generate new leads. Many companies don’t get their YouTube or any video efforts off the ground due to a lack of staff training and resources. This course gets your employees trained and ready to launch a YouTube channel with step-by-step processes for each phase of a project. It’s time to get your team going!

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
Can’t attend the live workshop? No problem! These DMAnc.org workshops are recorded, and you will be sent the recording within 24 hours of the live class date.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
List of selected items for additional reading.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.
List of additional reading.
Video upload checklist.
Access to a plug-and-play YouTube dashboard template for Data Studio that you can use to easily monitor performance.
In addition to the PDF of the PPT presentation, you will also receive a video upload checklist as well as personalized feedback on one of your videos from the class instructor.

Who is the course for?

Marketing managers, social media managers, digital marketing managers, e-commerce managers, influencers, trainers, and agency account managers. This class is for anyone who has decided to start a YouTube channel to market their business/brand but is daunted by the idea of producing video content and would like to be guided by someone who has successfully built their own channel to the top 2% of all YouTube channels. Whether you already have experience creating video content or not, this class will make sure you’re producing content that is optimized for the YouTube audience and algorithm.

The Presenter:

Adam Finer

Adam Finer is a Business Intelligence professional, brand owner and YouTuber. His career has seen him work in the UK (London), France (Montpellier) and the US (San Francisco) on BI projects for some of the world’s biggest brands.

He has also built a rapidly growing YouTube channel (LearnBI.online) teaching BI concepts and techniques that currently boasts 30K subscribers.

BUY NOW!

Prerecorded
Online

Adam was very clear with how he presented the information and I absolutely loved how he had real examples of how he’s utilized these strategies on his own page – it shows all these tips and tricks work!

Rachael BlairVideo Producer, Marriott International

This is a thorough and detailed workshop around breaking into YouTube with best practices across search, audience and more. Highly recommended whether you’re just starting out or need a serious revamp of your low-success channel.

Kelsey KittleManager, Brand Marketing, Lumens

The insight I gained during this workshop is INVALUABLE. I can’t wait to start incorporating what I’ve learned into our digital / video strategies moving forward.

Kristen ModzelewskiSr. Digital Marketing Specialist, Clark-Reliance

A great way for anyone looking to start their YouTube brand to get their feet wet.

Trey YoungCreative Media Specialist, Candid Color Systems

Adam’s class was exceptionally well thought out, informative, and approachable to anyone of any experience level. It surpassed all of my expectations.

Aaron YoungDigital Content Specialist, HPC Fire Inspired

I really liked this webinar, it was easy to follow, understand, and you could tell Adam really prepared for it.

Belicia HernandezMarketing Associate, Pathfinder Systems

This educational session offers great information for those considering starting a YouTube channel and some basic reminders for those who already have established a channel. This is great information for any size company or organization.

Nicole HallSenior Communications Specialist, San Diego County Regional Airport Authority

Well thought out, wide range of topics covered and done so in an authoritative way.

John-Michael SeeberContent Manager, Designory

BUY NOW!

Prerecorded
Online

September 8, 2022/.

Digital Marketing, Search Marketing & Data Analytics

Using Google Analytics 4.0 Masterclass

September 06, 2022

Practical Applications of GA 4.0 for Digital Advertising

Special Spring Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll here.

ENROLL NOW

Spring 2025
Live & Recorded Online
Mod 1: Recorded
Mod 2: June 11
Mod 3: June 18

Prerecorded
Online

Learn More

Learn More

Learn More

Marketing professionals live and die by web analytics. We use that data to make marketing decisions about SEO, SEM/PPC, social media, email marketing, and all other digital marketing efforts. We also need to be able to share our data with other teams and upper management, to get buy-in from stakeholders, to champion our work, and to foster growth and success in our organizations as a whole.

With Google Analytics 4.0, Google has introduced an incredibly powerful tool for gathering and understanding web traffic data. The reporting isn’t limited to data from websites, either, but also from social media, YouTube, ad platforms, streaming services, blogs, and other online sources—everywhere you want your brand to be.

In Google Analytics 4.0, Google fundamentally rewrote their analytics tool. It has more exciting features but it works differently than GA3, its predecessor. To take full advantage of Google Analytics 4.0, you need to know how it works, where to find hidden tools, and how to use them.

This masterclass, taught by bestselling author and Google insider, Andreas Ramos, guides you through the landscape of Google Analytics 4.0. You’ll learn how to make the most of this analytical powerhouse, from installation to mastery. We also cover the new Explore tool that lets you create your own data dashboards, and you’ll get a 22-page PDF guide to the Explore tool, for convenient reference when you’re implementing it in your own work.

The course is taught with a live Google Analytics 4.0 account. Google continues to develop Google Analytics 4.0, so the course is updated for every presentation to give you the most current information, tips, insights, and techniques.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

ENROLL NOW

Spring 2025
Live & Recorded Online
Mod 1: Recorded
Mod 2: June 11
Mod 3: June 18

BUY NOW!

Prerecorded
Online

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.

The first module includes an introduction to Google Analytics 4.0 (GA4), and its interface. You’ll learn how to install GA4, and how to create and use tracking tags in Google Tag Manager (GTM) for WordPress, Wix, and other CMS systems. We also cover how to configure the GA4 Admin panel and add and manage users.

You can follow along with your Google Analytics 4.0 account, or use a free, publicly accessible Google Analytics 4.0 account. If you need a step-by-step refresher after you complete the course, you can review the recorded video anytime.

Key Takeaways:

Why did Google create Google Analytics 4.0 (GA4)?
How to get access to the public version of a GA4 account.
How to install and configure GA4.
How to install the GA4 tracking tags in WordPress and other CMS tools with Google Tag Manager (GTM).
How to check the GA4 and GTM tags.
How to configure the GA4 Admin panel.
How to add and manage users.
How to increase data retention.
How to use the change history.
Filters, dashboards, views, automated reports, and alerts in GA4.
How to understand analytics data with a bit of statistics.
Resources for GA4: Links at Google, other sites, and ebooks.

ENROLL NOW

Spring 2025
Live & Recorded Online
Mod 1: Recorded
Mod 2: June 11
Mod 3: June 18

BUY NOW!

Prerecorded
Online

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.

In this module, we’ll look at preconfigured reports in GA4. Use these to learn about your visitors, how they found your website, what pages they are opening, and the devices they are using. With a better understanding of who comes to your website and how they got there, you can attract more visitors, target your audiences more accurately, create better marketing messages, and discover untapped markets. You can also export and share data with other teams so they can improve their work.

Key Takeaways:

GA4 has 14 basic reports.
- We start with the Real Time report, which is invaluable for short-term data snapshots of minute-by-minute activity.
- The Life Cycle Section includes acquisition, engagement via events, monetization, retention, and other metrics.
- The Monetization report lets you track purchases and revenue.
- The Retention report shows your website’s “stickiness” in getting visitors to come back. You get easy-to-understand reports of Daily Active Users (DAU), Weekly Active Users (WAU), and Monthly Active Users (MAU) and how these compare to each other.
- The Users Section includes valuable demographics, such as age, gender, language, city, country, and interests.
- The Technology report tells you about your visitors’ devices, OS, browsers, screen size, app version (iOS and Android), and so on. Knowing this not only tells you valuable information about your target audience, but can also help you craft better experiences for them.
- The Advertising section includes reports on your website’s ad revenue.
- The Events report (Called “Conversions” in GA3) has been updated. It now shows all of your active events, and includes additional user actions. GA4 uses a new data model so you can track literally any action as a conversion.
In addition, we cover the search bar, calendar, and the Insights Panel. We also cover how to use Comparison (called Segmentation in GA3). Instead of a graph with a single line for all devices, you can separate that line into different devices, such as desktop, mobile, and tablets. You can compare your traffic sources such as direct, organic, search, paid, and referral. Just by looking, you can easily spot trends, compare differences, and see which are having the most impact on your campaigns.
A few final slides cover general issues with GA4, such as how to use UTM tags to track clicks on social media postings and social media ads, how to know when you’ll have to switch to the paid version of GA4, what happened to Google FloC, Google Topics, and how to get additional help from Google.

Module 3: Using GA4’s Explore to Build Custom Reports.

In this third workshop module, you learn how to create custom reports with the Explore tool. In contrast to GA3, which has dozens of ready-to-use reports, GA4 offers only a few basic reports and then leaves it up to you to create the others you need. Explore, a core feature of GA4, allows you to select and present your data in many formats, which is invaluable when you need to share your data with others in your organization, and gives you powerful new ways to analyze your data. Once you master it, you’ll find its flexibility indispensable.

Another major new feature of Explore is predictive analytics. Google AI uses your data to predict audiences (such as men 18-24 in California who use desktop computers, or women 25-34 in New York who use Android phones) who are likely to buy from you in the next 28 days. You can easily adjust this to capture the value that you want.

This class uses a live connection to GA4, so you can see it working in real time. You’ll get a video recording of the class, plus a 22-page handout with numbered steps that you can use to create your custom reports.

Key Takeaways:

The Explore Tool: How to create your customized GA4 reports.
Overview of Explore of the tools and features.
The template gallery and the types of reports that you can use.
An acquisition report.
A conversion report.
User behavior report.
Predicted top spenders report.
Ecommerce report.
Gaming report.
User lifetime report.
How to see anomalies in your data.
How to use Segments to create audiences in your reports. You can create just about any kind of group as a segment for further analysis and comparison.
How to use filters to focus the data in your reports. Instead of all cities in the world, you can see only the cities in your state.
The predictive metrics report is new in GA4. Google uses your data to predict the demographics of who will likely buy from you.
Finally, a few notes on the future of Google Analytics.

How to Convince Your Boss Why You Should Take this Class:

Google will be sunsetting Google Analytics 3.0 sometime in 2023, they say. Your digital marketing team needs to understand the data presented in Google Analytics 4.0 and how to manipulate the reports.

With objective data, your teams can create and manage digital marketing that reaches your business goals.

Google Analytics shows you what works or doesn’t work. Use data (not guesswork, tradition, or opinions) to make marketing decisions.

The Presentations:

The Google Analytics 4.0 workshops are hands-on and practical.
You’ll see many examples, tips, notes, and insights so you’ll understand how to use Google Analytics 4.0.
Workshops are live, so you can ask your questions.
Can’t attend live workshops? No problem! All workshops are recorded. If you have questions, you’re welcome to email the instructor.
Screenshots with step-by-step instructions in numbered lists with links.
You can copy the examples, edit them, and use them in your work.
Each section has handy checklists that you can use for your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.
Guide to using the Explore tool. Fifteen pages of numbered steps show you how to build your reports.
A list of the 1,300 topics that Google uses for targeting in marketing.

Who is the course for?

This masterclass is for digital marketing managers, marketing managers, social media managers, web masters, ecommerce managers, demand generation managers, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits who use Google Analytics to understand their digital marketing data.

It’s especially useful to:

Anyone who relied on GA 3.0 before.
Anyone who must present or share their data with other stakeholders and decision-makers in their organization.
Anyone who manages a marketing team, agency, or consultant, whether you do the data analytics work yourself or oversee others who do it for you.

The Presenter:

Andreas Ramos

Andreas Ramos head shot

Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.

Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
In Palo Alto since 1992.
Master’s degree from Universität Heidelberg, Germany.
Website is https://andreas.com (online since 1994).
Social media: LinkedIn https://linkedin.com/in/andreasramos/ and X (formerly Twitter) https://twitter.com/Andreas_Ramos.
Contact Andreas at [email protected].

ENROLL NOW

Spring 2025
Live & Recorded Online
Mod 1: Recorded
Mod 2: June 11
Mod 3: June 18

BUY NOW!

Prerecorded
Online

Excellent introduction to G4 Analytics!

Abigail BrowningVice President, Penny Publications, LLC

This is a great intro to GA4 and helps clarify many things that are not included in Google’s documentation.

Nataly WelchMarketing Trainee, ICAST

Excellent course in explaining the new features and changes of Google Analytics 4

Josephine BrienzaManager Design & Production, Web & Digital Publishing, Penny Publishing, LLC

Great value and insights into Google Analytics GA 4.0 and beyond. Highly recommend the full course covered in three workshop modules.

Dana Fodorean-MarinovaSenior Analyst Search Engine Marketing, Digi-Key Electronics, Germany, GmbH

This GA4 course gave me a better understanding of how to leverage the platform. It was helpful to understand how to build segments using AI.

Karn FiskMarketing Analyst, Hamilton Company

GA4 isn’t the end of the world, it’s a new world. Be prepared for it.

Bud KleppeDirector of Marketing, CarTech Books

Terrific course especially for those who do not know much about GA4 (like me)!

Barbara EjnesVP Marketing, Continuing Education Company

This workshop is very informative and helpful with understanding the differences between 3.0 and 4.0, as well as getting started with 4.0

Kyleigh ForbesMarketing and Communications Specialist, ASCEND Cardiovascular

One of the best courses I have ever taken! Amazing, relevant, unique content. Worth every dollar and minute of your time!

Danielle ThorntonDigital Growth Manager, Nature’s Way

The teacher was extremely detailed and great at explaining the difference between GA3 and GA4.

Kathryn BasileSpringer Publishing Company

This workshop provided very useful information and it allows me to develop my knowledge about Google Analytics’ tools.

Dana Fodorean-MarinovaSenior Analyst Search Engine Marketing, Digi-Key Electronics Germany GmbH

Great course! Instructor is very knowledgable and definitely has tons of experience. I’m more on the advanced side of things, using the Google stack for over a decade and the intro course was still very helpful.

Jesse NuttallDirector of Digital, Director of Digital

Very knowledgeable instructor.

Dina CliffordDirector of Marketing, NIC, Inc.

For not knowing much about Google Analytics, I now have the confidence to tackle this beast.

Richard MoralesDirector of Marketing and PR, Mid-Valley Hospital & Clinic

Great overview of GA4. It will help you understand what GA4 is, how it differs from it’s predecessor, UA, and how to install it.

Matthew WillisWeb Developer, Hoyu America Co, LTD

Andreas is a great resource on a variety of topics, explaining things in an easy to understand way whether you are a novice or seasoned professional.

Steven LafontaineInternet Marketing Director, West Coast Self-Storage

Workshop dates and times:

SPRING

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.
Prerecorded online.

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.
Wednesday, June 11, 2025
12:00 p.m. to 2:00 p.m. PDT

Module 3: Using GA4’s Explore to Build Custom Reports.
Wednesday, June18, 2025
12:00 p.m. to 2:00 p.m. PDT

ENROLL NOW

Spring 2025
Live & Recorded Online
Mod 1: Recorded
Mod 2: June 11
Mod 3: June 18

BUY NOW!

Prerecorded
Online

September 6, 2022/.

Two-hour Social Media Refresher Course for Marketing Pros.

Why Take this Course?

Beverley Theresa

Workshop dates and times:

SUMMER 2025

FALL 2025

A Complete Guide to Making LinkedIn an Advertising Powerhouse

Introduction:

Module 1: LinkedIn Advertising Fundamentals.

Module 2: Managing Successful LinkedIn Advertising Campaigns.

Luan Wise

Workshop dates and times:

Summer 2025

Using Strategy to Take Charge and Succeed.

Introduction:

MICHAEL HORNBY

Workshop dates and times:

Spring 2025

Harness the Power of AI for Transformative Marketing Strategies for 2025.

Module 1: Mastering Prompts.

Module 2: Applying AI Tools for Creativity, Writing, and Persuasion.

Module 3: AI-Enhanced SEO and Digital Advertising–Navigating the New Era.

Andreas Ramos

Workshop dates and times:

SUMMER

Understanding and Using the Reporting Tool, You’ll Wish You Had All Along.

Module 1: Looker Studio Deep Dive to Data Visualization and Reporting.

Module 2: Building Data Pipelines and Advanced Reporting.

Adam Finer

Workshop dates and times:

SPRING 2025

Write With More Confidence and Effectiveness for All Digital and Advertising Media.

Introduction:

Copywriting Masterclass, Module 1: Essential rules for writing and techniques for engaging the reader.

Copywriting Masterclass, Module 2: Audience and tone of voice.

Copywriting Masterclass, Module 3: Writing for different digital media and channels.

Phil Woodford

Workshop dates and times:

SUMMER 2025

Introduction:

Why you should add affiliate marketing to your marketing strategy:

Kate Barrett

What you’ll learn:

Kate Barrett

A 4-Module Series on All Aspects of Video Production that Marketers Need for 2025

Module 1: Video Marketing Strategies, Introduction to Filmmaking and Pre-production.

Module 2: Shooting on Your Smartphone or DSLR/Mirrorless Camera.

Module 3: Editing Your Video and Exporting for Social Media.

Module 4: Distribution and Tips and Trends in Video Marketing.

Sa-Ra Zwarteveen

Workshop dates and times:

SPRING

Social Media Strategy, Content & Systems for 2025

Why Take This Course?

* Source: https://www.synup.com/en/social-media-marketing-statistics.

Beverley Theresa

Workshop date and time:

SPRING

How to Succeed on the World’s Favorite Search Engine: YouTube

Module 1: YouTube Content Strategy for Building Influence and Brand Positioning

Workshop 2: YouTube practical guide to producing videos and optimizing content; and how to grow your channel and influence

Adam Finer

Practical Applications of GA 4.0 for Digital Advertising

Module 1: Google Analytics 4.0 Masterclass: Installation and Configuration.

Module 2: GA4 Reports: User Behavior, Monetization, and Events Reports.

Module 3: Using GA4’s Explore to Build Custom Reports.

Andreas Ramos

Workshop dates and times:

SPRING

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