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Beschrijving | Program | Prerequisites | Targeted objectives and competences | Who is this course for | Duration | Course Format | Evaluation procedures/Certification | Upcoming dates | How to access the course | When to access the course | Prices | Administrative & Educational Contact |
Beschrijving
At a time when online visibility is an essential strategic lever, this training allows you to make the digital shift methodically and effectively. Designed specifically for VSE/SME managers and their employees, it guides you in building and deploying a tailor-made webmarketing strategy.
Objective: to transform your digital tools into real growth engines. You will learn to define clear marketing objectives, choose the right channels (SEO, social networks, e-mailing, automation...), optimize the customer journey, manage your performance and adjust your actions in real time.
Thanks to a resolutely operational approach, you will leave this training with a concrete action plan, tools that can be activated immediately, and a clear vision of your digital strategy. Get ready to make digital technology a powerful ally for your development.
Program
- Presentation of the company: sector, positioning, digital environment (site, social networks, e-mailing)
- Identification of the main target: B2B/B2C typology, demographic segmentation, areas of interest, buying journey
- SMART Goal Definition: Specific, Measurable, Achievable, Realistic, Timely Defined
- Practical exercises for writing goals: traffic, leads, loyalty
- Justification of the objectives in relation to the current position of the company in its market
- Analysis of the digital market: SEO trends, user behavior, key players
- Evaluation of the overall web marketing budget: distribution between levers (SEO, SEA, social ads, e-mailing, affiliation, influence)
- Selection and justification of levers: SEO, Google Ads, Microsoft Ads, Microsoft Ads, Microsoft Ads, LinkedIn, Facebook, Instagram, YouTube, TikTok, e-mailing, influence marketing
- Elaboration of a coherence scheme between SMART objectives and selected levers
- Definition of the digital value proposition: message, tone, editorial charter
- Implementation of an omnichannel strategy: website, social networks, content, online/offline synergies
- Definition of the stages of the user journey: awareness, consideration, conversion, loyalty
- UX concepts: friction, conversion funnel, UX writing, UI design
- Usability audit: navigation, structure, responsive, accessibility
- SEO semantic audit: identification of keywords (volume, intent, competition)
- Technical optimization: performance, responsive, structure
- Editorial optimization: title/meta tags, Hn, enrichment, internal networking
- Netlinking: partners, guest content, backlinks
- Writing and targeting SEA ads: search/display, Google Ads, Microsoft Ads
- Setting up SEA campaigns: ad groups, keywords to exclude, geographic targeting
- A/B testing, quality score monitoring, auction adjustment
- Choice of social networks: LinkedIn, Instagram, Instagram, YouTube, YouTube, Facebook, TikTok
- Creation of an editorial calendar: themes, formats, frequency
- Community management: moderation, interactions, competitions, lives, surveys
- Social ads campaigns: Facebook Ads, LinkedIn Ads
- Establishment of an e-mailing database: opt-in, segmentation
- Writing newsletters and automation scenarios (cart abandonment, nurturing)
- A/B tests on objects, visuals; monitoring of openings and clicks
- Mapping influencers, writing briefs, collaboration KPIs
- Monthly/quarterly roadmap, key milestones
- Digital accessibility: alternative text, subtitling, contrast, HTML structure
- Coordination with graphic designers, editors, service providers, IT team
- Justification for the coherence of the action plan with the SMART objectives
- Interim dashboard of deliverables (articles, campaigns, publications, reports)
- Marketing automation integration: tools (Mailchimp, Brevo, ActiveCampaign)
- Definition of automated scenarios: onboarding, nurturing, basket reminder, upsell/cross-sell
- CRM/CMS/automation integration: flow diagram, triggers, contact points
- Semantic audit: competition analysis on keywords
- Use of tools: Google Keyword Planner, Ubersuggest, SEMrush, AnswerThePublic
- Selection of keywords: volume, intention, target suitability
- On-page optimization: URLs, Title/Meta tags, paragraphs, images (file name + ALT), Hn markup, internal linking
- Technical improvements: speed (PageSpeed Insights), image compression, cache, CSS/JS minification
- Setting up sitemap.xml and robots.txt
- SEO tracking: Google Search Console, Bing Webmaster Tools
- Positioning reports: weekly/monthly
- Log analysis to detect which pages need to be improved
- Choice of networks: Facebook, Instagram, LinkedIn, LinkedIn, LinkedIn, YouTube, TikTok, Pinterest
- Definition of formats: static posts, carousels, stories, videos, lives, Reels
- Advertising budget management: CPM, CPC, demographic/interest targeting
- Writing engaging posts: storytelling, call-to-action, hashtags
- Creation of visuals: infographics, product visuals, quotes
- Creation of short videos: tutorials, testimonies, behind the scenes
- Programming using tools: Hootsuite, Buffer, Creator Studio
- Daily entertainment: comments, moderation, polls, lives
- Sponsored campaigns: sponsored visuals/videos, targeting, tracking (reach, engagement, CPC, CTR, conversions)
- Marketing influence: identification, briefs, negotiation, monitoring of indicators (reach, engagement, traffic)
- Strategic rationale for actions
- Assessment of the impact on reputation and engagement: growth forecasts
- Definition of KPIs: organic traffic, conversion rate, acquisition cost, email opening rate, social engagement, ROI
- Google Analytics GA4 installation: definition of goals, events, segments, custom reports
- Building a dashboard in Looker Studio (Google Data Studio) or equivalent: SEO, SEA, social, e-mailing integration
- Report analysis: bounce rate, session length, pages visited, conversion funnels, campaign performance
- SEO analysis via Search Console: average position, queries, CTR
- SEA analysis: budget, CPC, CTR, conversion rate, quality score
- Social media monitoring: organic vs paid reach, engagement, subscriber growth
- Regular review of KPIs: budget adjustments, detection of underperforming levers
- A/B tests: landing pages, email objects, social ads visuals
- Implementation of corrective actions: keyword strategy, SEA budget, editorial line
- Behavioral UX analysis with Hotjar, Matomo, Microsoft Clarity: heatmaps, clicks, scroll
- Analysis of friction in conversion tunnels
- UX recommendations based on data: call-to-action, forms, mobile-first
Prerequisites
- Prerequisites for training:
- Have a project to deploy a web marketing strategy for your business.
- Have an appetite for digital tools (basic mastery of Internet browsing, familiarity with a text editor or spreadsheet).
- Certification requirements:
- Validation of the prerequisite (webmarketing project and digital skills) during a positioning interview.
Targeted objectives and competences
Educational goals
- Implement a web marketing strategy
- Organize the operational application of a webmarketing communication
- Monitoring and evaluating the results of a webmarketing communication
- Understand the needs of your targets
- Know and know how to use web marketing tools
- Implement a marketing automation strategy
- Analyzing and optimizing the user journey on digital channels
- Use tools for measuring and managing digital performance
- Implement marketing automation scenarios adapted to strategic objectives
Certified skills
- C1. Define the company’s webmarketing objectives, in relation to the desired results (development of reputation, customer acquisition, loyalty…) and its positioning on the market (typology of its customer target, positioning of its offer…), in order to choose the most appropriate webmarketing actions
- C2. Design the company’s webmarketing strategy, taking into account its market, its budget, the specific needs of its target and the communication channels that can be mobilized (company social networks, website, blog, e-mailing, etc.), in order to ensure consistency between the various actions to be implemented
- C3. Develop the webmarketing action plan, by listing, planning and assigning the various actions to be undertaken (optimization of the website, implementation of SEO/SEA actions, distribution of content accessible to people with disabilities, animation of communities on social networks, community management on social networks, e-mailing campaigns, e-mail campaigns, marketing influence…), in order to initiate its implementation.
- C4. Implement the natural referencing of the site, by integrating the various actions to be carried out (semantic audit, editorial optimization, technical optimization of the site’s pages), in order to increase visibility in search engines
- C5. Implement communication on social networks, by integrating the various actions to be taken (creation of content, animation of social profiles, interactions with subscribers) and by exploiting functionalities (stories, lives, surveys, etc.), in order to develop the visibility of the company.
- C6. Develop a management system, in order to define and monitor performance indicators (KPIs), measure the impact of webmarketing actions and readjust the strategy if necessary
Who is this course for
Managers of VSEs/SMEs and their direct collaborators wishing to integrate a webmarketing strategy into their organization to develop their business.
Duration
35 hours of training (5 days or 10 half-days) consecutive or not
Course Format
A distance,Mixte,Blended
Evaluation procedures/Certification
Professional scenario relating to a business development project with web marketing with oral defense and delivery of a report. Candidates have 15 days of preparation before submitting their papers. The writing is then followed by a 25-minute oral presentation in front of a jury.
Upcoming dates
March 2026
April 2026
May 2026
How to access the course
Registration can be done online or by contacting our training organization directly.
Eligibility for the training is subject to the verification of the prerequisites, carried out on file, followed by a mandatory positioning interview.
When to access the course
Registrations are open up to two weeks prior to the start date, subject to availability.
Prices
Minimum duration: 35 hours
Minimum rate excluding VAT: 1800€
Administrative & Educational Contact
Nduka NZEKA - +33973728930
Certification
Certification
Certification
Certification
Certification
How we train our students
A teaching approach designed to make you job-ready quickly: live courses, personalized support, online resources, AI, and mobile apps to accelerate your progress.
Live courses on Microsoft Teams
Attend interactive live sessions with instructors and ask questions to keep progressing. Missed a session? A replay will be available so you don't miss anything.
Group and 1:1 coaching
Benefit from small-group coaching sessions and 1:1 meetings to remove roadblocks, structure your plan, and stay on track.
Hands-on, real-world projects
Work on real digital use cases—websites, marketing campaigns, entrepreneurial projects—to build a portfolio and gain real experience.
AI & online resources
Access structured resources (materials, replays, practical guides) and learn to use AI as a tool to save time and level up your skills.
Learning mobile apps
Make progress anywhere, anytime, with our mobile apps dedicated to each program (progress tracking, practice, reminders, supplementary content).
Exam and internship preparation
Prepare for your exams with mock exams, detailed feedback, and support toward an internship or a freelance project to validate your skills.
Which profiles do we train?
Working professionals
You are already employed and want to advance your career, secure your position, or prepare a transition to a more digital role. Learn at your own pace without interrupting your work.
Young people and students
You are in initial training or have just graduated, and you want to gain practical, job-ready skills to boost your employability in the digital sector.
International students
You live abroad and want to follow a recognized distance-learning program, with the option to take your exams remotely or at one of our campuses depending on your situation.
Replays from our previous cohorts
Access the full replays of our past cohorts at a more affordable price, and progress at your own pace when you can’t join the next intake.
La certification qualité a été délivrée au titre de la catégorie: Action de formation.
