A training course on digital marketing for houses that want to be judged by their values. You get to know the tools of the trade, and where their usual application tricks the very people it is meant to reach.
What it is for
For managers and marketing leads who want to do better work online without relying on artificial urgency, hidden defaults and bought attention.
What it covers
Fundamentals. What ethical means when reach is at stake. How to use language models in marketing responsibly. What a strategy looks like that outlasts a campaign.
Visibility. Search engines and their rankings, keyword research, understanding search intent and ordering content accordingly. Plus the writing: naming the benefit instead of forcing curiosity.
Technology and measurement. Page structure, markup, loading time. Metrics and how to collect them with tools such as Matomo or the Google Search Console, set up sparingly. What you really need to know can usually be measured in a privacy-friendly way.
Local and sustainable. Local visibility, along with the question of where a site is hosted and what that consumes.
Content management systems. Working in the back end of a CMS, templates and extensions, and throughout the question of accessibility: navigation, operability, readability.
Law and advertising. The General Data Protection Regulation and what it means for daily work. Paid ads, landing pages, improving conversion without manipulation.
Further ground. Links from outside, email and newsletters, automated sequences.
We work on examples and on your own cases, with exercises on the tools themselves.
What is not part of it
No running of your channels. The course equips your house, it does not replace an agency, and I do not take on the ongoing work.
No bag of tricks either. Anyone looking for growth at any price is in the wrong room: the methods that work fast while catching people out do come up, but as the subject of criticism.