Our team is looking to take our digital marketing strategy to the next level in order to drive traffic to our pages and generate revenue. To do this, we hope to improve our search engine optimization, and create optimal paid ads.

This will involve several different steps for the students, including:

• Researching keywords to determine the most relevant terms that our customers search for.
• Researching Search Engine Optimization requirements for us to rank on the first page of Google.
• Constructing Facebook, Instagram and Kijiji ads for the maximum possible traffic .
• Creating social media content using the most efficient keywords for our target audience while following the content calendar.

Bonus steps in the process would also include:

• Using our company’s social media analytics and ad data to tailor content to our customers activity, rather than general trends

By the end of the project, students should complete the following list of activities (this is basically a retelling of the steps above):

• Create digital marketing strategies across several platforms and measure performance
• A/B test paid ads, refine style and tone, and market effectiveness by developing goals both short and long-term
• Generate and circulate online content, keep track of the traffic generated and convert leads

Bonus steps would include:

• Tailoring the content calendar to our customers' activity levels on different times and days.

Final deliverables should include

• A report containing the most relevant SEO keywords and summary data on our paid ads effectiveness
• Designs and writing for several paid ads and social media posts to be uploaded as per the content calendar.

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• What SEO keywords are being used by our company now, and which keywords have been used in the past?
• How do we rank on Google based on different search terms?
• How much do we plan to budget for paid ads of Facebook and other platforms?
• How we plan to track the results and what our KPIs will be.