During this session you will look at how to establish your digital marketing goals and objectives. You’ll go through examples and be Introduced to tools to help achieve this. And you’ll be stepped through how to Identify and measure ROI.
What will participants gain?
- a knowledge of how to align online and offline metrics;
- how to make your paid social more cost effective;
- and how to set your own goals and objectives
Who should attend?
This training is aimed at individuals who have some experience with marketing and audience development at their museum and will be aimed beyond an introductory level. It is for staff and volunteers of East Midlands museums.
Please be prepared to attend the session with:
- a basic understanding of paid social platforms
- familiarity with key terminology
Martin Jefferies heads up the social media team at English Heritage, which looks after over 400 historic places including Stonehenge, Dover Castle and sites along Hadrian’s Wall. English Heritage’s social media channels have a combined audience of over 1.5 million. Martin’s role at English Heritage includes content production for a variety of audiences and with multiple objectives, from reach and engagement to sales and fundraising. It also includes strategic partnerships, paid social and community management. Before joining English Heritage in 2015, Martin worked in digital roles at Sky News and The Sunday Times, and started his career reading the news on local radio. When not exploring castles, museums and galleries, Martin can usually be found wandering the Cotswolds or the Lake District with his family.
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