From Conversation to Conversion: Nurturing Customer Relationships on Digital Platforms

Short Course / 2 days

Apply
Note: Synchronous E-Learning
Course Information
Learning Outcomes
Course Schedule
Lesson Plan
Trainer Profile
Certification
Entry Requirements
Course Fees
Apply
Contact us for more information

Course Information

Move away from brand storytelling and into crucial brand conversations by creating an effective, distinctive brand presence online with relevant content that caters to your audience’s search demand.

Register Interest

Learning Outcomes

Through the course, participants will be able to:_x000D_

    _x000D_

  • Identify your target audience persona and their information needs

    • _x000D_

  • Craft a brand persona that your target audience can relate to

    • _x000D_

  • Present your brand/product/service effectively for conversions

    • _x000D_

  • Create and facilitate crucial conversations between your brand and your target audiences online

    • _x000D_

  • Identify relevant topics of interest with search traffic and search trends research on Google Ads Keyword Planner and Google Trends

    • _x000D_

  • Plan relevant, converting website landing pages based on high search traffic content topics

    • _x000D_

_x000D_
 _x000D_
_x000D_
 

Course 
Schedule

Course Dates: TBC_x000D_
Duration: 2 days_x000D_
_x000D_
Ngee Ann Polytechnic reserves the right to reschedule / cancel any programme, modify the fees and amend information without prior notice.

Lesson Plan

This course consists of 1 modules:

A. Search Traffic Research (3 Hours)_x000D_
● Importance of keywords in Search & Website User Experience_x000D_
● Identify high search traffic keywords through search traffic and search trends_x000D_
research on Google Ads Keyword Planner and Google Trends_x000D_
● Export high search traffic keywords and organise by theme_x000D_
_x000D_
B. Create Website Landing Pages (5 Hours)_x000D_
● Propose landing page content based on relevant topics of interest identified on_x000D_
Google Ads Keyword Planner and Google Trends_x000D_
● Plan for crucial decision-making content_x000D_
● Propose relevant calls-to-action for each landing page based on marketing_x000D_
objectives_x000D_
● Plan website content hierarchy_x000D_
_x000D_
C. Content as a Conversation, Not a Story (4 Hours)_x000D_
● Distilling your target audience persona_x000D_
● Crafting your brand persona to converse with your target audience persona_x000D_
● Strategise marketing message content, presentation and delivery_x000D_
_x000D_
D. Inbound Marketing Strategy (3 hours)_x000D_
● Use high traffic keywords to plan for search engine friendly content_x000D_
● Understand various channels and methods to create inbound links_x000D_
● Identify key website landing pages to link content to / from_x000D_
● Plan a content calendar including:_x000D_

    _x000D_

  • Topic

    • _x000D_

  • Timeliness

    • _x000D_

  • Target Audience

    • _x000D_

  • Media Used

    • _x000D_

  • Placement(s)

    • _x000D_

  • Target Action(s)

    • _x000D_

Trainer's Profile

Cheak Hong Ian

On the back of 10 years of experience in writing and digital marketing both in-house and for agencies, Cheak Hong Ian founded Council Consulting, a digital marketing training consultancy that helps companies build sustainable, scalable online ecosystems to reach their audiences with useful, engaging and decision-making content.
Cheak has worked with various organisations from SMEs to MNCs, including brands like BMW, Emerson, Bata, Julie’s Biscuits, NCS, The Golden Duck and Trinity Medical, initiating campaigns reaching tens of millions of people within Singapore and throughout the Asia Pacific region, managing over S$5 million in digital advertising budget to-date.
Cheak holds a Bachelor of Communication (Mass Communication) degree from RMIT University and the WDA Advanced Certificate in Training and Assessment (ACTA).

Certification

In-class assessments.

_x000D_



_x000D_


A Certificate of Performance will be awarded to participants who achieve at least 75% attendance and pass all required assessment(s).

_x000D_



_x000D_


A Certificate of Participation will be awarded to participants who meet the 75% attendance requirement but did not pass all required assessment(s).

Entry Requirements

Applicants with any of the following qualifications are invited to apply for the course:
    _x000D_

  • _x000D_
    Should preferably be Existing / Potential Brand Managers / Owners

    • _x000D_

  • _x000D_
    Should preferably have existing marketing, branding or advertising background

    • _x000D_

Offered by School of Film & Media Studies

Course Fees

Course fee is payable upon acceptance. It is inclusive of 7% GST and subject to review._x000D_
The course is eligible for SkillsFuture Credit. For more information on the SkillsFuture Credit click here._x000D_
For enhanced training support, enter SME in the promo code during course application.

Applicants / Eligibility Fees
Singapore Citizens (SC) below the age of 40 years$102.72
Singapore Citizens (SC) aged 40 and above$38.72
Singapore Permanent Residents (PR)$102.72
Enhanced Training Support for SME Scheme (for SC & SPR)$38.72
Others (and Repeat Students)$342.40
Full course fee$342.40