About the project
Digital Pathways is a twelve-week digital literacy program designed to help small and medium business owners develop confidence within digital spaces. In addition to gaining a strong foundational knowledge of digital marketing principles, participants will work to develop an actionable digital marketing plan which is tailored to the needs and goals of their business. This is a joint initiative between the Bayside, Boroondara, Glen Eira and Stonnington Councils and is free to business owners operating in all these areas.
Digital Pathways aims to empower business owners to grow within digital spaces and understand how digital marketing strategies and platforms can be used to meet their needs. The long-term goal is to build resilience amongst business owners in a pandemic reactive trading environment which makes brick and mortar business models vulnerable.
At the end of the twelve week course, you will have gained an holistic understanding of digital marketing principles and practices. You will also have created a structured digital marketing plan that is specific to your business and ready to implement. Topics covered in the course include:
Defining digital marketing goals, digital audience analysis and buyer personas, the stages of the digital sales funnel and identifying sticking points, brand recognition, customer pain points, creating shareable content, strategic content writing, information capture, lead magnets, remarketing, user experience, making a 'best offer', post sale customer engagement, loyalty cultivation through data insights, digital measuring tools, exit strategies and reviewing processes.
The course will run for twelve weeks from August 31 until November 13.
Participants are encouraged to attend sessions each week to ensure that they have the opportunity to gain a holistic understanding of digital marketing and each stage of the digital marketing strategy planning process. However, participants don't have to attend every week and are welcome to pick and choose topics as best suits their needs and schedules.
You will need to attend (or watch in your own time) a weekly online seminar on a digital marketing topic (new seminars released each Monday) and attend an hour long digital workshop via Zoom where you will work with a digital marketing specialist to adapt the principles learnt in the seminar to your own business marketing needs.
Digital Pathways is available to business owners and sole traders based in the council areas of Bayside, Boroondara, Glen Eira and Stonnington.